Byravee Iyer
Apr 24, 2015

Rural tech: Reaching out to Asia’s unconnected millions

A rising tide of mobile-phone coverage sweeping Asia-Pacific is turning marketers’ attentions to untapped rural consumers.

Mobile radio: ‘Kan Khajura Tesan’ reached out to consumers in India’s

In a power-starved Agra village, Preeti Gupta’s kirana neighbourhood grocer uses a solar-powered “eKOCool” refrigerator to serve chilled drinks to customers. The unit has been developed by Coca-Cola for retailers in rural India, where an estimated 60 per cent of the population lacks electricity. The unit can also charge a mobile phone or light up a home. 

Rural markets currently account for a third of the beverage maker’s total volume in India, but Coke...

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