Rural India: Innovative marketing strategies

Today, in India the image of rural markets is changing very rapidly. The rural markets provide an opportunity and a ray of hope for existing and new marketers. The rural market is considered as the most creative segment in the field of marketing. Rural markets are characterized with huge potential for marketers but at the same time pose several challenges to serve them with similar set of marketing strategies used in urban areas. Now these days’ companies try to move forward towards global markets but on another side they ignore the extremely large opportunities of enlargement in rural market. Almost all the companies in India are moving towards the rural market in order to grab the opportunities offered by this market. Basically this paper explores the challenges faced by marketers in rural markets and also covers the innovative marketing strategies adopted by marketers in order to enhance their brand visibility, goodwill and sales in the rural markets of India.