In this follow-up to Episode 135, Sudeep Chawla continues his conversation with Sharavana Raghavan, diving deeper into how brands—both global giants and local heroes—have cracked the code to rural distribution in India.
From HUL’s legendary Project Shakti to Parle-G’s drought-time dominance and Ghadi’s two-rupee trust model, this episode moves from principles to powerful playbooks. It’s a masterclass in building brand equity where infrastructure is limited but aspiration is limitless.
CONVERSATION HIGHLIGHTS
KEY TAKEAWAYS
Winning in Bharat is not about tweaking urban playbooks—it’s about rewriting them from scratch.
Five Essential Rural Truths:
1. Fragmentation is the default, not the enemy
2. Scale comes from serving small, not selling big
3. Trust is the real infrastructure
4. Affordability must be baked into product design
5. Belong, don’t conquer—brand resonance starts with cultural immersion
QUOTES
“You don’t build trust in rural. You partner with the community—and borrow it.”
“Parle didn’t outspend competitors during the drought. They just didn’t leave.”
“Coke realized it wasn’t just about availability—it was about being remembered at the moment of thirst.”
“Ghadi didn’t try to be glamorous. They tried to be reliable. And they won.”
If you’re a brand marketer, sales leader, or founder trying to break into small-town India—or any developing market—this episode is packed with insights you can apply tomorrow.
As always, send your feedback and topic suggestions to mail@cobbcast.net!
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