Hyundai Motor India Ltd (HMIL) has launched an ambitious initiative named 'Grameen Mahotsav' or 'Hyundai Khushiyon ka Mela', aimed at enhancing its engagement with rural India. This vibrant initiative comes on the heels of HMIL registering an impressive 11% growth in rural sales in the financial year 2023-24, where rural sales accounted for over 19% of its total sales.
'Grameen Mahotsav' is designed to celebrate the rich cultural tapestry of rural India and strengthen the brand's connection with these crucial markets. The festival will feature a series of two-day carnivals across 16 locations nationwide, showcasing not only Hyundai’s latest automotive offerings but also highlighting local crafts, cuisines, and cultural performances including live music, folk dances, and regional talent shows.
The Mahotsav is set to provide a platform for rural communities to engage directly with Hyundai’s advanced product line-up through interactive demonstrations and captivating product displays. Beyond the festivities, these events serve as a strategic move by Hyundai to delve deeper into the rural markets, understanding and catering to the evolving consumer needs in these regions.
Tarun Garg, COO of Hyundai Motor India Ltd, shared his enthusiasm for the initiative, stating, 'Our sustained efforts to strengthen our rural connections are yielding significant results. With the rural market contributing increasingly to our sales, initiatives like 'Grameen Mahotsav' are crucial in further understanding and fulfilling the unique needs of these areas.'
Hyundai’s strategy involves not just engagement but also an expansion of its sales and service networks in rural India, where nearly 40% of its network is already established. With rural India’s rising income levels and improving infrastructure, coupled with favourable agricultural conditions such as good monsoons, HMIL is optimistic about the potential growth in these markets.
This network aims to improve brand recall and drive further sales. The inaugural 'Grameen Mahotsav' event, which took place in Mahemdavad, Gujarat, has set a positive precedent, with Hyundai planning to replicate this success across other rural locations in India. By doing so, Hyundai aims not only to boost sales but also to foster a sense of community and support the holistic development of rural areas.
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