Indian Rural Marketing: Growth and Challenges

Abstract

Rural marketing is a fashionable subject today, though it is far more important for a developing economy like that of India. Different people have different definitions of rural marketing. This happens as the subject has been relatively unattended by serious academic professionals. The opening up of the domestic economy to external competition and the emergence of purchasing power in the rural areas, business and development professional calls for a better understanding of the concept and processes of rural marketing. This paper is an emphasize on understanding rural India and trying to find out the marketing patters in rural India, challenges and obstacles faced by markets for advertising in rural India.