“ Lal wala sabun dena (give me the red soap). Neeli wali tikiya dena (give me the blue bar). Paanch rupai wali chai dena (give me the five-rupee tea sachet). Pili wali dibiya chahiye (I want the yellow box).” This is how the consumer often communicates with the retailer in a village scenario. Whatever the reason — lack of education, blind faith in the shop owner’s judgement or word-of-mouth advocacy, this is the practice. So what does that mean to marketers? That their product is known in the hinterland by its colour, size and reputation. That’s what determines its sale. The brand name only comes second, if at all.

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