Rural Marketing-Factors Contributed to Growth

The rise in income coupled with increased awareness and need of acquiring modern goods have induced rural marketing in India. About ¾ of Indian people live in rural areas and over 50% of national income is generated in rural India. It became a buzz word among marketing professionals and preachers. Rural India is a emerging as a large market for number of goods and services such as consumer goods, durables financial, health services etc. This will bring many socio economic changes in Indian villages. So, rural marketing plays an important role in India's development strategy specially in areas of structural diversification, modernization, globalization and self reliance. There are opportunities to market modern goods and services in rural areas and also market agriculture goods in urban areas. This paper focuses on concept of rural marketing, their challenges and helps in understanding strategies made for better growth of rural markets.