Tapping the hidden business potential of rural India: A marketing strategy

Prolonged recession worldwide has sent companies across the globe knocking at emerging markets to fuel the growth engine, and to support, on long term basis, the momentum of business growth. Policy makers indicate that the next phase of economic growth will emanate from developing nations, and countries with high domestic usage would be the first, not only to sustain but also boost the GDP growth. Rural India has just begun opening up to its unrealized potential. Corporations across varied industry verticals are buckling up to address this potential demand. The rural markets, however, largely differ from the urban settings and business models are quickly evolving to adapt to the new consumer. These emerging paradigms are innovative and interesting. The present study concentrates on the strategies to tap the hidden business potential of these rural markets.