DK Kapila The Oracle

The marketing of financial products in rural areas or semi urban areas, specially in the hinterland presents unique challenges as also learning opportunities. My own posting in the districts enabled me to gain insights into the process and I am sharing some experiences as they only amplify the viewpoint. While discussing the marketing of financial products, I am essentially focusing on the marketing and sale of mutual funds, ULIPS, tax free bonds, traditional life insurance products, medical insurance, infrastructure bonds, FD’s of companies etc. The scenario in rural marketing is always complex, the distance from the company / corporate offering the product is vast, both in terms of geography and perception. The absence of qualified agents, bankers facing stiff targets for cross selling products, a perception of safety embedded in all products, dependence on subsidy and governmental programmes, arbitrage, mis- selling, lack of access to financial papers, inability to appreciate ...

I do not know of how many friends watch ‘Band Baja Bride’ on NDTV Good Times, its about the makeover of a bride (at times a bridegroom) with a leading designer associating in the process. Its all ooh and ahs and squealing and gesturing and make believe excitement as the ugly swan becomes an ‘oh such a pretty young thing’!. I reach Chandigarh most weekends at night, Priyanka (my daughter, with very much a clear mind of her own and not afraid to state it) will normally be watching the show, my reaction normally and on purpose is, ‘so you are watching the glorified darzi’s (tailor’s) show ?!. Initially there was a violent reaction, with her questioning as to how I or anybody could even think of labelling Sabyasachi or any other designer as a darzi and when would I learn to appreciate the finer aspects of clothing lines . Now it’s a cool ignore from her as I make my observation , no more loud voices in protest but the channel does not change and neither does the enshrinement of the desi...