Nestlé’s Expansion into Rural India

Nestlé’s Expansion into Rural India
Case Code: MKTG442
Case Length: 10 Pages
Period: 2021
Pub Date: 2022
Teaching Note: Available
Price: Rs.300
Organization : Nestlé India Limited
Industry :Food & Beverage
Countries : India
Themes: Marketing Strategy, Rural Markets, Distribution
Linc Pens: Marketing Strategies to Survive the Covid-19 Pandemic
Abstract Case Intro 1 Case Intro 2 Excerpts


In March 2021, Suresh Narayanan (Narayanan), Chairman and Managing director of Nestlé India Limited (Nestlé), the Indian subsidiary of Swiss FMCG major Nestlé SA, announced that the company was all set to reach more than 120,000 villages with a population of over 5,000 in rural India by 2024. To cater to the needs of rural consumers, Nestlé also planned to bring in several changes in its products, distribution, and communication. Narayanan said, “The work is on, in terms of renovating and innovating some products that we will put out in the rural and semi-urban markets. We will look at different models and channels of distribution to access smaller markets and finally communication thrust of the company will also go towards campaigns, messaging and advertising that will be more rural centric.”..

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