Browsing by Author "Chugh, Ridhi"

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    Rural Immersion Programme: Light Microfinance
    (MICA, 2016) Jawahrani, Rahul; Chugh, Ridhi; Mansi, Saumya
    Now, Light Microfinance is one of the fastest growing microfinance companies in the country but lie any other company one of the major factors behind its growth is the rising financial literacy of the rural populace and the rising demands for financial products by them. There still a huge scope for growth and there are many other microfinance companies which are eyeing the same pie. Therefore, now that Light Microfinance has considerably grown, it will also soon want to be using other marketing strategies except the direct selling method. And to do this it should both get the message of the brand across and also connect with its customers and target audience. The idea was to understand the rural customers of the company and their interactions with the brand through the FEs. Apart from this, through observation and ethnographic study of the area we have tried to understand the culture and the rural makeup. So that when we develop our communication idea and strategy, we can better connect with the customers and provide a differentiated positioning for the company.