*Associate Professor, Director & Head, Faculty of Management & Commerce, Nehru Gram Bharti University, Jamunipur, Kotwa, Allahabad, India.
**Research Scholar, Department of Commerce, Nehru Gram Bharti University, Jamunipur, Kotwa, Allahabad, India.
Online published on 29 September, 2017.
A debate continued for a long time amongst the Indian marketers, both practitioners & academicians, on the justification for the existence of the distinct discipline of rural marketing. Consequently, two schools of thought emerged. The first school belived that the products/services, marketing tools & strategies that are successful in urban areas, could be transplanted with little or no more modifications in rural areas. However, the second school saw a clear distinction between urban & rural India, & suggested a different approach, skills, tools & strategies to be successful in rural markets.
With a population already in excess of one billion people, India has caught the eye of multinational corporations across the globe as a place of opportunity for exploring new markets. Hub and spoke model involving engagement with farmers in rural India. A rural shopping mall where farmers can sell their commodities and can buy almost everything including cosmetics, garments, electronics, appliances and even tractors. It serves as an agri-sourcing centers, shopping centers, and facilitation centers
Rural Retailing, Urban & Rural India, Retailing Services, Market
