CONSUMER DURABLES PENETRATION

Some important data on penetration of consumer durables in rural and urban markets in India :
TVs : 76 % urban penetration against 36% rural penetration
Refrigerators : 32% urban and 5% rural penetration
Washing Machines : Only 1% rural penetration
Air Conditioners : Urban penetration of 3% and rural less than 1%
In the process of increased penetration, it is evident that rural market consumers require brands. It is brands and the heavy marketing activity that is possible by these brands that would increase penetration. The rural markets are growing and major increases can be expected.