Abstract: India has a huge platform where various types of culture are there. In Recent times, Rural India has become the crucial area for the corporate firms where urban markets are saturated with some diverse sets of buyer’s goods. In past decade, the rural market was more unstructured and was not a listed target market for marketers. Now a days, corporate firms are recognized that there are so many competitors & stiff competition as well and clutter of products are available in the urban market and can fabricated a demand in rural areas. The paper describes the challenges and strategies of rural marketing in India. The rural market of India started showing its potential from the 1960s and sound development in 70s and 80s. During 90’s, there was a steady growth of buying influence of rural India, and it is clear to marketers that in 21st century the prospective is going to get occupied gradually. The rural market provides a unique platform to expand their market and established a foothold. The nature and characteristics of rural market is quite unlike as compared to urban market. Therefore, it is essential to understand the characteristics of rural area and take action accordingly. This study is a footstep onward in discovering numerous strategies to be adopted in the rural market along with the current scenario of rural marketing, highlighting the key challenges, opportunities related to that.
Keywords: Rural marketing, Challenges, opportunity in rural marketing, strategies in rural marketing.
Title: Era of Indian Rural Market – Strategies, Challenges & Opportunity
Author: Dr. Maitri Shah, Deepa Khatwani
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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