CONSUMER METER. Pain and gain

Emami gets 40-45 per cent of its revenue from rural markets. Its CEO — sales, supply chain and human development, N Krishna Mohan explains how, on the RuralMarketing website. Besides publicity at haats and other village festivals, wall paintings, retailer boards and movie hall ads, it banks on experience marketing — on yatra routes, it sets up camps where tired pilgrims can rub away aches with its fast-relief product and buy one for the road.