Hyundai increases focus on Rural India

New Delhi: Hyundai Motor India Limited (HMIL) is taking its technology to rural India with the launch of a new promotional scheme called 'Ghar Ghar Ki Pehchaan'.

Calling it a first-of-its-kind initiative, Hyundai Motor plans to extend special schemes for government employees in rural areas, and members of Gram Panchayats, on the purchase of their Hyundai Santro.

Launched on 1 May, the scheme will continue till 31 July, 2008. Hyundai Motor India is planning to touch at least 58 per cent of Indian villages with a population of 500 or more.

HMIL quoted a recent survey which says that almost 50 per cent of the 220 million households in rural India are potential car buyers, due to agricultural subsidies extended by the government and on account of increased productivity of agri-based products.

Speaking on the occasion, Hyundai Motor India senior vice president for sales and marketing Arvind Saxena said, ''Nearly 70 per cent of India resides in rural areas, which presents an enormous demand base and a market too huge to overlook.''

''Under the 'Ghar Ghar Ki Pehchaan' scheme, our dealers will contact the Panchayats and conduct regular road shows, distributing pamphlets and posters to promote the scheme, and also make the villagers aware about this unique initiative by Hyundai. We are also in talks with a financing institution with a huge branch network to extend easy financing options for the people in rural India.''