INDIAN RURAL MARKET: OPPORTUNITIES AND CHALLENGES

Madhulika Gupta and Manjula Jain

No 2016-03-10, Working papers from Voice of Research

Abstract: The idea of Rural Marketing in Indian Economy has always played a significant role in the lives of people. The rural market in India brings in greater revenues in the country, as the rural regions comprise of the maximum consumers in this country. Indian rural market produces almost more than half of the country's income. Indian Rural Marketing has always been difficult to predict and consist of special uniqueness. However many companies were efficacious in entering the rural markets. They bagged the market with its proper understanding and innovative marketing ideas. It is very challenging for the companies to overlook the opportunities offered by the rural markets. As two – third of Indian population exists in rural areas, the market is much unanticipated for the companies to be effective in rural markets. They have to overcome few challenges such as pricing and distribution. The present paper aims to know the status of rural market in India, the identification of different rural marketing strategies, to highlight the opportunities and challenges of rural marketing in India. The main aim of this study is to observe the potentiality of Indian rural markets and finding out several problems being faced by rural markets. Key words: Market, rural market, Indian market

Date: 2016-03
New Economics Papers: this item is included in nep-pke
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