RMAI Hosts Roundtable Meet for its Member Agencies

Business Events | October 15, 2015 | News

RMAI SAP Sanjay Kaul George Angelo Rural Marketing

Rural Marketing Association of India hosted a one day roundtable meet in Mumbai on Oct 10. The agenda of the event attended by its leading agencies was to re-visit the opportunities and challenges brought in by the new market dynamics. The past decade has seen a huge surge in the Rural Marketing spends by companies, which has translated into an enormous on-ground scale of operations for agencies. Deliberating on these lines, the foremost need to create standardisation and skill development of the resources was felt.

Sanjay Kaul, President RMAI announced the formation of two task forces to prioritize this agenda. The SAP (Standard Accepted Procedures) task force will prepare a concrete framework for legal and ethical compliance standards as well as HSE processes that can be followed by member agencies. Rahul Saigal, President Geometry Global would lead this task force.

Saigal said; “The Rural marketing industry is not as small and unorganized as it used to be few years ago. There is a need for agencies to comply with certain practices that serve the interests of clients, vendors and employees. In order to institutionalize these practices, RMAI will develop and run an accreditation program and invite agencies to voluntarily participate in this certification process so that we can follow better practices across the industry.”

Commenting on this development, George Angelo, Executive Director Dabur & Secretary RMAI stated that “The definition of deemed employment makes it imperative for companies to ensure statutory compliances wherever resources are deployed on ground through service providers.There are still areas which makes it difficult for companies to validate adherence to compliance. This initative of RMAI is the first step in that direction.”


Another task force, led Sanjay Panigrahi, VP (EAST), RMAI, would pursue the skill development and government engagement agenda. Commenting on the mandate he said; “There is a need to engage with the Govt. towards framing right policies , making rural engagement attractive & beneficial for all stakeholders. Resource development is another area where RMAI will like to work closely with the Govt.”

RMAI is a leading industry body representing corporates & agencies in the rural marketing space. Some of the agency members are Anugrah Madison Advertising Pvt Ltd, DDB Mudra, Event Crafter, Geometry Global, Group M Dialogue Factory, Impact Communications, Insight Outreach Pvt Ltd, J Walter Thompson, MART, RC&M Grey, Rural Relations, R W Promotions, SOI Live, Vision Force, Viscomm 360, Vritti Solutions Ltd.

The meet held in Mumbai on Oct 10 facilitated member agencies to collaborate in developing and adapting SAP (Standard Accepted Procedures).

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