Case study

Targeted Infection Alerts Using Weekly Disease Outbreak Data

Even the most rampant disease can be stopped in its tracks with anti-bacterial soap. But where are the outbreaks?

A large FMCG company in India wanted to bring its anti-bacterial soap to rural markets. Since distribution is so difficult in rural India, they needed to target specific blocks with active disease outbreaks. They turned to our rural intelligence solution, which helps them track the prevalence of 20 different diseases, easily sort and filter sub-districts to target their sales, and get weekly alerts on real-time disease outbreaks.

Disease trends dashboard

Rural India: the land of opportunity for businesses

In the past decade, rural India has gone from economic insignificance to the promised land for businesses around the world. With an explosion in connectivity, infrastructure and incomes, India's rural market has grown faster than the urban market year on year since 2006.


Size of rural FMCG market by 2025

(That's an 833% increase from today's $12 billion, all in less than a decade.)


Yearly growth of rural consumption

(Urban per-capita consumption is 2% points lower and slowing year on year.)


Rural share of India's total GDP

(Home to 68% of India's population, rural markets are a hidden powerhouse.)

With this growth, India's rural markets are rapidly opening up to fulfill rural consumers' appetites for the latest consumer goods.

The FMCG company wanted to use this opportunity to bring their soap to India's growing rural markets and ensure that rural Indians have access to high-quality anti-bacterial soap.

India’s rural markets present opportunities that companies seeking to become high-performance businesses cannot afford to ignore.

Sanjay Dawar
Sanjay Dawar

Managing Director, Management Consulting

rural targeting

Could the company send targeted messages to activate potential consumers?

The company wanted to build a long-term brand connection by converting consumers in rural India when they were most likely to buy. Our rural intelligence solution helped them target marketing activation as diseases broke out — in real time.

Tracking disease trends to effectively target rural consumers

Disease trends dashboard


Sub-districts monitored weekly


Diseases tracked weekly


Weeks of historical data

A large FMCG company partnered with us to bring anti-bacterial soap to the rural villages and consumers that need it most. They leveraged our pre-built rural intelligence solution to effectively target their marketing campaigns in rural India.

The dashboard uses a variety of public data sources, layered with our proprietary heuristics and analysis, to visualize all aspects of disease prevalence and outbreaks. This allows the company to target consumers in specific sub-districts based on incidence rate, cases of different diseases, and other health data.

The dashboard tracks over 20 diseases, including malaria, dengue, typhoid fever, measles, diptheria, tuberculosis, cholera, acute gastroenteritis, and more.

Health data from everywhere
Health data from everywhere

Data was sourced from high-quality, granular public data sets to track 20+ diseases on a weekly basis.

Proprietary heuristics
Proprietary heuristics

We uncovered insightful trends and patterns with proprietary analysis, algorithms and estimations.

Seasonality analysis
Seasonality analysis

Breakdowns by month reveal how different seasons affect disease prevalence and outbreaks.

Geographic comparison
Geographic comparison

Compare metrics and trends to prioritize between any two sub-districts — all in a single screen.

Drill down to any geography
Drill down to any geography

View data at any level — state, district, or sub-district — to make important decisions at any level.

Fully interactive
Fully interactive

Surf through all data quickly and use interactive visualizations to explore key metrics and trends.

Health Alerts

Weekly disease alerts

Our dashboard automatically generates and sends weekly alerts on which regions recently experienced a disease outbreak. This outbreak tracking is calculated at a block level to make sure alerts are as accurate and actionable as possible.

Use data intelligence to effectively drive rural marketing activation efforts.

Reach out to learn more