No small sachets, no video-on-wheels, no wall paintings. Rural 2.0 is not just about selling soaps or colas in flexible sizes at lower prices. It is about creating a market from scratch by first developing it, solving its basic problems, figuring out what it needs and then designing a product or service built around that one need that a company could, probably, service.

Sale of ethanol-blended petrol has turned more profitable for the oil marketing companies (OMCs) with the recent increase in petrol prices. Their margin on a litre of ethanol has moved up from Rs 7.90 per litre to Rs 12.43 since November when blending was reintroduced.

This also helps the OMCs

While the consumers are unhappy with the regular price rises in petrol and the Oil Marketing Companies (OMCs)