In recent years, rural markets have acquired significance, as the overall growth of the economy has resulted into substantial increase in the purchasing power of the rural communities. On account of green revolution, the rural areas are consuming a large quantity of industrial and urban manufactured products. In this context, a special marketing strategy, namely, rural marketing has emerged. Rural marketing is equated with marketing by MNC in rural India. A great number of studies have shown that yet today approximately 60% of Indian Population lives in Rural Areas. Today, Improvement in living condition and enlargement of rural area is essential for the development of the Indian Economy.
According to a study by NCAER (National Council for Applied Economic Research), the number of middle and high-income households in rural India is expected to grow from 130 Million to 172 Million by the end of year 2012 as compared to Urban India that is nearby 71 Million. India is second most populous country in the world. Majority of its population lives in villages & earns their livelihood through farming.
This paper discuses the present scenario of the rural market of India with available opportunities and challenges.
green revolution, enlargement, marketing strategy
