6 Indian Rural Market: Opportunities and Challenges

In recent years, rural markets have acquired significance and attract the attention of marketers as 68.84 % population of India resides in villages. Just like everything else in India, rural India too is changing. Education, access to technologies and a progressive outlook is the new face of rural India. Overall growth of economy has resulted into substantial increase in purchasing power of rural communities. These changes provide new opportunities for marketers, but besides these opportunities, marketers have to face some challenges like pricing and distribution. Based on secondary data, this paper aims to identify the rural market status in India, different rural marketing strategies, opportunities and challenges of rural markets in India. This would allow businesses to formulate an appropriate strategy to face the challenges and benefit from same