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Hyundai’s “Grameen Mahotsav”: A Festive Leap Towards Empowering Rural India

In a significant move that marries corporate presence with cultural festivity, Hyundai Motor India Ltd. (HMIL) has rolled out its latest initiative, the “Grameen Mahotsav.” This ambitious project aims to knit together the vibrancy of rural India with the innovative spirit of one of the country’s leading automobile manufacturers. Tagged as ‘Hyundai Khushiyon ka Mela,’ this initiative marks a noteworthy pivot towards understanding and integrating into the rural fabric of India, celebrating its essence through a series of meticulously planned events across 16 diverse locations nationwide.

The initiative isn’t just a celebration; it’s a strategic move by HMIL, following a remarkable 11% growth in rural sales in the fiscal year 2023-24. With rural sales now contributing to over 19% of its total sales and nearly 40% of HMIL’s sales and service network located in rural areas, Hyundai is not just dipping its toes but is immersing itself into the vast potential of India’s upcountry markets.

The Grameen Mahotsav is not your ordinary corporate outreach. This 2-day carnival is designed as a vibrant marketplace, brimming with artisanal crafts, exhilarating carnival rides, interactive gaming zones, and a plethora of food stalls offering local cuisines. But it’s the inclusion of cultural showcases like nukkad natak, live music, folk dances, and regional talent shows that truly reflect Hyundai’s commitment to celebrating the rural ethos.

Mr. Tarun Garg, COO of Hyundai Motor India Ltd., expressed his enthusiasm for the initiative, highlighting the impressive growth in rural markets and attributing it to factors like good monsoon, rising income levels, and improved infrastructure. He emphasized the company’s belief in the potential of rural markets and its commitment to cater to the evolving aspirations of Indian consumers across all geographies. “For the nation to prosper, both Bharat and India must progress in tandem,” he remarked, underlining the inclusive vision behind initiatives like Grameen Mahotsav.

The initiative is more than just a celebration; it’s a strategic engagement designed to strengthen Hyundai’s network in rural India. By involving dealers, rural influencers, financiers, customers, and their families, HMIL aims to enhance brand recall and drive sales, laying the groundwork for a sustained presence in the rural market.

The inaugural event of Grameen Mahotsav in Mahemdavad, Gujarat, has set the tone for what’s to come. As Hyundai Motor India looks forward to expanding its reach and impact, the Grameen Mahotsav stands as a testament to its commitment towards nurturing relationships, understanding market dynamics, and contributing to the inclusive development of the country. This initiative is a vibrant step towards bridging the gap between rural aspirations and urban innovations, promising a future where every corner of India thrives in harmony.

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