The document discusses common myths about rural Indian customers and businesses. It describes Comat's Rural Business Center initiative, which established 1,000 service centers in large villages across India using basic infrastructure and connectivity. The centers provide over 50 services including government certificates, education, and insurance. The document then addresses 10 common myths, such as rural customers not wanting premium services or sophisticated management, and argues reality is often different, with customers willing to pay more for quality and value.

1. The Rural Indian Customer A Presentation to the Chief Consumer Officers Forum 5 June 2009 Ten Myths Ravi Rangan, Comat

6. The Ten Myths Anecdotal Experience during RBC Implementation