Abstract
Even though most consumers are unaware of it, the Internet of Things (IoT) is quietly linking more consumer goods. Consumers expect connectedness in common household goods and technology, regardless of the terminology used to describe the phenomenon such as smart fridges, smart television and gadgets that interact with each other. Since rural India is the biggest market for fast moving consumer goods (FMCG) industry, intensive penetration of the FMCG sector in rural India is beneficial both in demand and supply side of the market. The purpose of this paper is to highlight how IoT can be the facilitator for FMCG industry to penetrate better in the rural India and expand its market base. With the help of a mixed method research, it is inferred that effective expansion in FMCG sector is possible only through exploring rural market with the help of IoT.
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