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September 17 was an auspicious day in India. Not only was it <a href="http://www.businessinsider.in/GodSaveTheOcean-This-Ganesh-Chaturthi-Mumbai-NGO-makes-idols-that-fish-can-eat/articleshow/48786857.cms">Ganesh Chaturthi</a>, but it also happened to be the birthday of India’s beloved Prime Minister, <a href="http://www.businessinsider.in/Educate-In-India-Narendra-Modis-new-pet-project/articleshow/47456640.cms">Narendra Modi</a>. So, as is tradition, one would have expected not only his party (<keyword id="14666" type="ORGANIZATION" weightage="80" keywordseo="BJP">BJP</keyword>), but the entire country to shower extravagant blessings on its favourite son. But, hold your horses, because Modi had a diktat for how not to celebrate his birthday, a diktat that was supposed to have been followed to the ‘T’. 
 
The message was clear- the <a href="http://www.businessinsider.in/searchresult.cms?query=BJP">BJP</a> top management was not to make Modi’s birthday a national event. After all, it is for dynastic parties like the <keyword id="1575" type="ORGANIZATION" weightage="80" keywordseo="Congress">Congress</keyword> to put up posters in every street corner wishing their “young” Vice-President a happy one! For once, perhaps, Modi-fans and sycophants, agreed. Some people might say, “Thank God for small mercies”, maybe this dissuaded <a href="http://www.businessinsider.in/topic/Mallika-Sherawat">Mallika Sherawat</a> from reprising her Marilyn Monroe-act and singing “Happy Birthday, Prime Minister”. 
 
But such diktats do little to subdue the indomitable spirit of the young and enterprising. A company that promotes hygienic sanitation in India and builds toilets printed birthday cards to mark the Prime Minister’s birthday with a call for “janm-divas samaroh” (a birthday get-together). A young and very enterprising minister; who has been in the eye of storm recently, for his politically incorrect statements; was the chief guest of this get together and unveiled a 365 kg jumbo ‘laddu’ to mark the special day. But this Minister of State with Independent Charge of a couple of ministries was quick to dub the event as a conference to mark the organizer’s achievements in the <a href="http://www.businessinsider.in/searchresult.cms?query=SWACHH+BHARAT">Swachh Bharat</a> Mission; a programme close to the birthday boy’s heart. 
 Another event, another young minister but the same date: September 17. This young and dynamic Minister of State decided to mark the PM’s birthday by calling it “an auspicious day”. Though he was quick to add that it was Ganesh Chaturthi as well as Vishwakarma puja that were being celebrated on the same day. But the minister wanted to make sure that his birthday wish was conveyed to the right man, so he decided to make the auspicious day remark again, the moment he saw his boss, the Cabinet Minister walk into the conference. After all, his boss is known to enjoy <keyword id="6354477" type="PERSON" weightage="80" keywordseo="Narendra-Modi">Narendra Modi</keyword>’s confidence and have his ear. But seasoned politician that his boss is, he chose not to acknowledge the birthday remark of his junior minister. 
 
Maybe one should follow the First Citizen of India’s example and just take to Twitter for birthday wishes. 
 
Image credit: Indiatimes

Narendra Modi to his
Ministers: How not to celebrate my birthday

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 While I was in my B-School, rural India meant 6, 40, 000 villages where untapped potential, shifting paradigms, and Trillion dollar economy resides. The numbers such as these only tell one part of the story. In reality, rural India, for its vibrancy, magnanimity &amp; terrain, is best captured in its dusty tracks and glorious sunny fields. I realized the truth, when I landed in Bihar &amp; Jharkhand hinterlands, straight from the air conditioned classrooms of Mumbai, to begin my sales &amp; marketing career. <keyword id="400895" type="UNKNOWN" weightage="20" keywordseo="rural-marketing">Rural marketing</keyword> had been a buzz word and a luring career option for many since then. 
 Often people come and ask me if succeeding in the <keyword id="168535" type="UNKNOWN" weightage="20" keywordseo="Rural-markets">rural markets</keyword> easy. No, it isn’t. A lot of my peers joined the rural bandwagon and gave up due to several reasons—the primary one being lack of insights and knowledge of critical factors that ensure success in rural markets. In the following article, I will share some wisdom that aspiring graduates can utilise to tame the rural challenge. 
 
Bring out the wanderlust in you: The biggest challenge that a young, city-based management graduate will face is extensive travelling. Now, I am not talking about hopping flights from one city to another here; this involves travelling in overloaded auto rickshaws, buses and very often on foot—every day. Sounds scary? Then forget about rural marketing and choose some other profession instead—rural marketing is not his is not a one day rural immersion program, it’s your daily job! You would be surprised to know FMCG companies have made a mandate that its rural distribution field force directly distributes products in all towns having a population of 5000 people or above. This is why, on any given day, a rural salesman travels anywhere between 60 to 150 kms, meeting different stakeholders, consumer sets and customers, on-the-not-so-smooth roads. However, the experience is an enchanting one. Not only you get to meet new people but also get an opportunity to explore rural India cuisines, tradition and art. I, for instance, always carry a digital camera to capture India, which one can only experience while travelling in auto rickshaws, buses and trains. Sounds game? 
 
Be a Keen Observer: For a country as diverse and dynamic as ours, one will pick up a lot of anecdotes to share. For example, you have to see how men and women in dhotis &amp; ghunghats shop for deodorants and face washes in a newly inaugurated super market. One has to keep in mind that organizations are not sending their management trainees to sell ‘more’; they send a management graduate to field to look for consumers who have never been explored. This is what MNCs and Indian behemoths need, people with a keen eye to discover Indian consumers which hasn’t hitherto been addressed. 
 
Walk that extra mile: How about ditching the comfort of your AC hotel and camping in a rural hamlet for a week? While, today management graduates are offered mind boggling salaries and envious perks, it would be one hell of a story to be narrate in front of the top management and win admirers in the board room. This will also establish your reputation as someone who’s passionate about rural marketing. 
 
Embrace Challenges: It is very easy to take refuge under the argument like ‘I am only a trainee, I can do only so much Etc.’ One shouldn’t hesitate in putting their hand up when faced with adversity. However, one must note that there are 2 good things about volunteering for a challenge: (a) Nobody actually believes that you can do much, and thus expectations from you are generally lower and (B) Even, if you fail, you will learn lessons during the course, for which superiors will give you a pat on the back. 
 
Be a Disciplinarian: Remember hard work is the key to success—no matter where you start your journey from. As Harsha Bhogle once famously said in a lecture series at a B school, “One must work their backs off when starting their career.” To ensure that your rural stint turns out to be a success, maintain discipline that your work demands: right from waking up at 4’o clock in the morning to leave for far-off markets, to be dressed up sharp before you hit the market right at 9 AM. This is essential because a highly educated management graduate in the field is looked upon with respect and serves as an example to his team and partners. If you display lethargic and let go attitude while in the field, it would reflect poorly on you. 
 
If you follow these tips, you would thrive as a rural marketer. In addition, your rural stint will also show you how we Indians have gradually migrated from ‘Roti, Kapda, Makaan’ to ‘Bijli, Sadak, Pani’ ! The field will teach you many lessons, but only if you are willing to learn. Get started today! 
 
Author: Lokesh Vishwakarma from Pidilite

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