RURAL MARKETING ENVIRONMENT

The Indian rural market with its enormous size and heterogeneous demand base offers great lucrative opportunities to organizations. After all, seventy percent of India's population, 56% of income, 64% of expenditure and 33% of savings come from rural India. The rural share of popular consumer goods and durables ranges from 30% to 60% and also sales to rural India are steadily growing. For the first time since economic reforms began two decades ago, consumption in rural India is growing faster than in urban India.. Understanding the importance of rural market this paper is an attempt to study the Indian rural marketing environment and its features.