In our study, we are going to explain the issues and Opportunities coming in the area of Rural Marketing. We are going to explain the different types of strategies to be adopted for grapping growing market in rural areas by the firms for being successful in their business. How they should make the products for low income group and attract them towards their product. What should they communicate or advertise their product in rural market is also discussed. Rural Marketing is growing at very fast rate and this is very important area to focus by the firms to do business in villages. In India 60 % of population lives in villages and their demand is also increased post 1990’s compared to urban areas

The main aim of this study is to observe the potentiality of Indian Rural Markets and finding out various problems are being faced by rural markets. This paper attempts to look into the challenges and opportunities of Indian rural marketing. Rural markets offer a great scope for a concentrated marketing effort because of the recent increase in the rural incomes and the likelihood that such incomes will increase faster because of better production and higher prices for agricultural commodities. Rural Marketing is a developing concept, and as a part of any economy has untapped potential; marketers have realized the opportunity recently. Improvement in infrastructure and reach promise a bright future for those intending to go rural. Any macro-level strategy for these markets should focus on availability, accessibility and affordability. Focused attention needs to be paid to market research that goes on to reduce the uncertainly in dealing with these markets. More specifically, in relation to rural areas, demand is seen to a very highly price elastic. There is no doubt that divides do exist between urban India and rural India. This paper discuss the rural marketing and its strategies and also focus on issues and challenges for selling products & services.