Abstract
A Review on Rural Marketing in India: Oppurtunities, Challenges and Strategies
Highlights
The rural market has been growing steadily over the past few years and is even bigger than the urban market
Indian marketers as well as multinationals, such as Colgate-Palmolive, Godrej and Hindustan Lever have focused on rural markets
Rural marketing incorporates the marketing of agricultural products, rural industries products and services of many kinds
Summary
The rural market has been growing steadily over the past few years and is even bigger than the urban market. The fact that 70% of country‟s population was unaddressed, which was the major attraction for marketers In recent time this attraction has increased with the additional money that comes into hands of rural consumers due to green revolution, rise in Agriproduce prices and MNREGA spending. Budget 2013 further strengthens the rural story with MNREGA because there has been a substantial increase in their spending These initiatives shift the rural consumers towards Brands. Government agencies like IRDA (Insurance Regulatory and Development Authority) and NCAER (National Council for Applied Economics Research) define rural as a village with a population less than 5000 with 75% male population engaged in agriculture, while Hindustan lever, ITC and most FMCG companies define rural as any place with a population below 20,000. The India Retail Industry is gradually inching its way towards becoming the boom industry
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