 New Delhi : Once considered the laggards in economic growth, the Bimaru states (Bihar, Madhya Pradesh, Rajasthan and Uttar Pradesh) are now looked at as productive markets for fast-moving consumer goods (FMCG) companies.
Says Aditya V Agarwal, director of the Emami group of companies: "These are not Bimaru for us; we would be Bimaru without them."
Bimaru contributes 35-45 per cent to Emami's total sales. "These states are important, as most of our brands are doing well here. Apart from the youth factor, what makes them important is that the consumers here are brand-loyal," says Agarwal.
He gives part of the credit to the Mahatma Gandhi National Rural Employment Guarantee Act that has left more money in the hands of consumers. Emami puts 30 per cent of its annual ad spend in regional advertising, which includes these states.
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