Rural Marketing in India: Issues, Challenges, and Opportunities

Abstract

Rural Marketing is growing up at a very fast rate and this is a very important area to focus on the firms to do their business in villages. Rural marketing has a positive influence on all these participants through form vast marketing opportunities in India. It is that the Indian rural market is a high potential market through the world. The market scenario in the rural areas today is changing very precipitously. Rural consumers demand branded products mainly because of increase in disposable income and literacy level. Rural consumers have more strength of will, currently this segment of buyers usages the enormous substitute of products, both durable and non-durable and ready to pay the right price for right products. Rural markets have become a part of the Indian market and as well as for global market. The rural markets are growing at above two times faster rate than urban markets. The Indian rural market is infinite in size with it is on top consumer base, it extends the boundless opportunities for the marketer along with a lot of challenges. Marketers have realized that rural India has great potential and with growing focus of the policymakers on injecting money to pump the rural economy have all influenced by an increased interest of businesses towards rural India. The increase of rural income, growing the population, improving infrastructure and favorable government policies put forward enormous potential for rural markets which one can't afford to ignore. Thus, rural consumer is compelling large companies to flock to rural markets. The present paper contains the challenges that the companies have to face and opportunities that companies acquire in rural marketing.