Rural Marketing in India: Challenges and Opportunities

Abstract

In recent years, the rural market has grown in importance and drawn the attention of marketers due to the fact that 68.84% of India's population lives in 6,38,000 villages, and the country's general economic growth has significantly increased the purchasing power of rural people. Due to the urban market's saturation, the rural market is becoming more important. Due to the intense rivalry in the urban market, there is a greater or lesser degree of market saturation because most of the potential customers have been targeted by the marketers. In order to expand their product categories, marketers are appealing to the rural market, which is an untapped market. As the economy's general expansion has significantly increased the purchasing power of rural people in nations like China and India, rural marketplaces there have grown in importance.