India Inc dares to think beyond obvious – Why are startups lagging?

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Couple of days back, I covered Moser Baer’s creative way of using cycle carts to expand it’s distribution channel in tier 2 and 3 cities; and now, Indian auto cos are working with the postal department to leverage latter’s nationwide network, in order to increase the dealerships (especially in rural areas).

Banks, Insurance companies and other financial institutions have already partnered with postal department to increase the penetration.

The department of posts is currently exploring business propositions whereby Tata Motors and TVS will be in a position to increase their car dealership in rural areas. These Companies have proposed to tap Tier-II and Tier-III cities by using the postal network – FE

creative pic out of plastic tea cups

And that makes me wonder why are startups not taking the alternate route to increase distribution and awareness? A standard answer would be that the tech startups have not yet reached the urban landscape – so why waste time and energy in rural sector?

Well, I still believe that the entire ‘local’ marketing flavor is still not exploited completely and we aren’t creative enough to pick our brains.

For e.g. when Mouthshut started advertising on the back side of auto, everybody followed. But since then, everybody seems to be doing the same old thing and what seemed like a creative idea has been turned into a bad commoditized pitch.

Aside, most of the startups I talk to really have no plans to market their product/service – they are too busy coding and in one of those romantic times, expect a viral campaign (to seed by itself) that will put them in the ‘success” trajectory.

And it won’t be wrong to say that most of the geeky/tech startups hate marketeers and the word “marketing” puts them off.

What do you think?

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