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Maruti Suzuki India announced that it has crossed the 50 lakh cumulative sales milestone in rural markets of India. About 40% of the total MSIL sales come from rural markets, which have over 1,700 customised outlets, according to the company statement.
The total sales stood at 3,53,614 units in the April-June period of the current fiscal year. It had sold a total of 14,57,861 units in fiscal 2020-21, down from 15,63,297 units sold in 2019-20.
“We are proud to announce that with the support from our customers and local dealer partners, we have achieved 50 lakh sales in rural India cumulatively,” Shashank Srivastava, MSIL, senior executive director (marketing and sales) said.
Srivastava said that the company has carefully studied the needs of this segment over the years and remains committed to deliver products and services that match the customer needs in rural India.
“While the aspirations of upcountry customers are very similar to those at metros, they demand more attention and care. We adopted the philosophy of ‘Go Local’ with 12,500 specially trained dealership personnel called Resident Dealer Sales Executives (RDSE), who understand the local culture and traditions to fulfill the expectation of these customers,” Srivastava said.
In 2008, MSIL strengthened its strategy with a focused and structured approach towards the rural hinterland, which was least affected by the global financial crisis then.
With the aim of ‘Ghar Ghar Mein Maruti’ (Maruti in every household) to tap the immense potential in rural India, the company had designed various local-level engagement initiatives to engage deeper with rural customers.
MSIL said it has also recently introduced its retail outlet for premium cars, NEXA in upcountry markets to align with the changing aspirations of the rural customers.
Besides the large rural sales network, the company said it has also set up more than 4,000 service touch points, which include 235 ‘Service-on-Wheels’ to provide after-sales support to the rural customers.