A Review on Rural Marketing in India Oppurtunities, Challenges and Strategies
India’s growth move is highly driven by the development of the rural people. Rural marketing is a developing concept, and the marketers have realized the opportunity of growth in the market recently. Due to green revolution, the rural areas are consuming a large quantity of industrial and manufactured products. In this way rural market offers opportunities in the form of large untapped market, increase in disposable income, increase in literacy level and large scope for penetration. To take the advantage of these opportunities, a special marketing strategy ‘Rural Marketing’ has emerged. Rural markets offer a great scope for a concentrated marketing effort because of the recent increase in the rural incomes. Such incomes will increase faster because of better production and higher prices for agricultural commodities. A large number of businesses are involved in the marketing of various products in the rural areas of India and elsewhere. Though there is huge potential and substantial growth opportunities in the rural markets, yet there are some challenges too, which caused hurdles in tapping rural markets. The paper describes the opportunities, challenges and strategies of rural marketing in India. This study is a step forward in exploring various strategies to be adopted in the rural market along with the current scenario of rural marketing, highlighting key challenges related to rural marketing.
Rural marketing, Challenges in rural marketing, Rural marketing strategies, Rural Consumers