International Journal of Multidisciplinary Research and Development

International Journal of Multidisciplinary Research and Development


International Journal of Multidisciplinary Research and Development
International Journal of Multidisciplinary Research and Development
Vol. 7, Issue 9 (2020)

Opportunities and challenges of rural market in India


Mohan Sahani

Today the rural market offers a vast untapped potential. Development programs in the field of agriculture and related activities such as health education, communication, rural electrification, etc have improved the lifestyles of village population. Rural India, which accounts for more than 70 per cent of the country's one billion population, is not just witnessing an increase in its income but also in consumption and production. It is in this background that rural marketing has emerged as a special marketing strategy. More than 70 percent of the country’s consumers are in the rural market and more than half of the national income is generated here. The rural market is very much larger than the urban in the aggregate and represents the largest potential market in the country. Still it faces various problems with respect to marketing, product designing and positioning, pricing, distribution and promotion. The Indian rural market is bigger and vast in size with its lager consumer base; it offers great opportunities for the marketer. The marketers must understand the growing complexities of the rural market and develop the strategies to tackle them successfully. The key to face the challenges is to understand the market, the consumer requirement and conduct.
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