International Journal of Multidisciplinary Research and Development

International Journal of Multidisciplinary Research and Development

Online ISSN: 2349-4182, Print ISSN: 2349-5979, Impact Factor: RJIF 5.72
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Volume 3; Issue 7; July 2016; Page No. 334-340

An emerging Indian rural market: Challenges and opportunities

Dr. Rashmi Gujrati
Professor Director, Affiliated to GGSIP University Dwarka, New Delhi, India

Abstract
In our study, we are going to explain the issues and Opportunities coming in the area of Rural Marketing. We are going to explain
the different types of strategies to be adopted for grapping growing market in rural areas by the firms for being successful in their
business. How they should make the products for low income group and attract them towards their product. What should they
communicate or advertise their product in rural market is also discussed. Rural Marketing is growing at very fast rate and this is
very important area to focus by the firms to do business in villages. In India 60 % of population lives in villages and their demand
is also increased post 1990’s compared to urban areas
The main aim of this study is to observe the potentiality of Indian Rural Markets and finding out various problems are being faced
by rural markets. This paper attempts to look into the challenges and opportunities of Indian rural marketing. Rural markets offer a
great scope for a concentrated marketing effort because of the recent increase in the rural incomes and the likelihood that such
incomes will increase faster because of better production and higher prices for agricultural commodities. Rural Marketing is a
developing concept, and as a part of any economy has untapped potential; marketers have realized the opportunity recently.
Improvement in infrastructure and reach promise a bright future for those intending to go rural. Any macro-level strategy for these
markets should focus on availability, accessibility and affordability. Focused attention needs to be paid to market research that
goes on to reduce the uncertainly in dealing with these markets. More specifically, in relation to rural areas, demand is seen to a
very highly price elastic. There is no doubt that divides do exist between urban India and rural India. This paper discuss the rural
marketing and its strategies and also focus on issues and challenges for selling products & services.

Keywords: Rural Market, Marketing, Strategy, Services, Indian rural market, marketing challenges

1. Introduction uneducated and some market agencies predict the rural

The perception of “Rural Marketing” means different things to demand will out of date the metropolitan require in the near
different persons. This uncertainty leads to unclear considerate prospect. Formerly the urban markets receiving soaked for
of the problems of rural marketing poor analysis and, more more than a few categories of customer produce and with
often than not, pitiable prescriptions. Rural marketing and increasing rural incomes, marketing executives are fanning out
urban marketing are equal as regards essential marketing and discovering the strengths of the great rural markets as they
formation. However, rural markets and rural marketing have attempt to make bigger their markets. Today, the thought has
exceptional features and dilemmas as compared to urban developed out of it’s near the beginning stages and dominates
markets. The rural markets offer a great scope for a deliberations in any business assembly room policy assembly.
concentrated advertising attempt because of the fresh boost in A review by the National Council for Applied Economic
the rural incomes and the probability that such incomes will Research (NCAER), India's leader economic research body,
raise quicker because of superior manufacture and upper freshly definite that rise in rural incomes is care speed with
prices for agricultural commodities. The Indian rural market urban incomes.
among its huge size and demand base offers great Rural India through its traditional awareness has matured in
opportunities to marketers. Two – thirds of countries excess of the years, not simply in conditions of profits, except
consumers live in rural area and almost half of the national also in conditions of philosophy. The rural markets are rising
income is generated here. It is only natural that rural markets at over two time’s quicker speed than urban markets; not
form an important part of the whole market of India. Our astonishingly, Rural India financial records for 60% of the
country is confidential in approximately 450 districts, and total countrywide demand. Organizations need to maintain and
approximately 630000 villages, which be able to sorted in produce in the bazaar; consequently, they adopted recently
different parameters such as literacy levels, convenience, promotion trends for retaining the accessible customers and
earnings levels, diffusion, distances from nearby towns, etc. targeting new customers to enlarge the market share.
The rural markets control Indian marketing sight and require Organizations require upholding if capable scheme is available
extraordinary concentration for the growth of marketing to believe neo-marketing strategies to valve such markets
actions and also for as long as enhanced life and benefit to the available in rural and for flung areas wherever additional 65%
rural people. Certain the growth, which has taken position in population is residing with large unused consumer possible.
the rural areas below the five- year strategy and other special These recently developed trends also make easy the
programmes, today the rural market, offers a vast untapped association to reach the target customers in minimum possible
potential. Development programs in the pasture of farming time. An association selects new marketing trends on the
and related behavior, health education, Communication, rural source of usual globe and performs of goods. Such marketing
electrification, etc. contain better the lifestyles of poor and the is a procedure that involves cautiously scheming,
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implementing and scheming formulated strategies to make Indian economy generates almost more than half of the
possible the replace of goods and services among country's income. Rural marketing in Indian economy can be
organizations and clients. It helps an association in identifying confidential under two broad categories.
wants and needs of the customers and delivering goods that These are (a) the markets for consumer goods that comprise of
convince those wants and desires. both strong and weak goods, and (b) the markets for farming
inputs that contain fertilizers, pesticides, seeds, and so on. The
2. Significance of the Study model of rural marketing in India is frequently was establish
Rural market is receiving significance as the diffusion of the to shape uncertainty in the minds of people who think rural
urban market. As due to the opposition in the urban market, marketing is all about agricultural marketing. However, rural
the market is more than as saturated as most of the capacity of marketing determine the carrying out of company actions
the purchasers has been targeted by the marketers. So the bringing in the flood of freight from urban sectors to the rural
marketers are looking intended for extending their regions of the country as well as the marketing of assorted
manufactured goods categories to an unfamiliar market i.e. the goods affected by the non-agricultural workers from rural to
Rural Market. In recent years, Rural Markets have acquired urban areas.
important, as the on the whole expansion of the wealth has
resulted into significant boost in the purchasing power of the 5. Issues & Challenges in Rural Marketing
rural consumers. The study aims at bringing a holistic India is imaginative with a good degree of tribal, intellectual
accepting of the Rural Markets. Significance of the study also and provincial variety. About 3/4th of the total population
includes investigative the present market situation of Indian resides in the rural areas and greater part of them are reliant
Rural Market, and as long as in- examination of the challenges ahead cultivation for their survival. Farming contributes about
faced by the marketers though in service in the rural 24.7% to the Gross Domestic Product (GDP) of the country. It
environment, and identify rural marketing opportunities. also contributes about 13.1% to the total Indian exports. This
sector provides employment to 58.4% of the country's
3. Objective of the study personnel and employment to more than 650 million people.
Rural markets, as fraction of any economy, have unused Although this fact, the condition of these people has not
possible. There are more than a few difficulties confronting shown any important enhancement. The progress of the nation
the attempt to completely discover rural markets. The mainly depends upon the progress of the rural population.
perception of rural markets in India, as also in a number of Rural market witnesses a high stipulate & it’s the rural
other countries, like China, is at rest in developing profile, and fragment of market that contributes more profit than its urban
the sector poses a diversity of challenges, together with counterpart. Rural marketing broadly involves reaching
perceptive the dynamics of the rural markets and strategies to customers, sympathetic their needs, provider of goods and
provide and convince the rural customers. The objectives of services, and finally pleasing consumers, principal to more
this study comprise observing the dynamics of Indian Rural sales. The common feeling is that only agricultural inputs like
Markets over a phase of time, reviewing the text of rural seeds, fertilizers, pesticides, cattle feed and agricultural
markets and rural marketing, precision the potentiality of rural machinery has a prospective for enlargement in the rural
markets with individual to dissimilar segments like FMCG, market. However, there is a mounting market for consumer
Automobiles, and Retail etc. Rural Markets are distinct as goods now. It has been predictable the rural market is rising at
those segments of in general market of any financial system, the rate of five times its urban counterpart.
which are separate from the other types of markets like stock Although the truth that rural market is an enormous
market, commodity markets or Labor economics. The so magnetism to marketers, it is not simple to go into the market
called urban markets are packed and flooded and the split of and take a sizeable split of the market, in the small time due to
farming in GDP is leaving down but India at rest lives in her the following reasons.
villages. Such a probable market was creature unnoticed by
company sector and small and medium industries. Therefore it i) Short Literacy
is future to study the potentiality and problems of rural market There are not sufficient opportunities for education in rural
with a particular position to Indian Rural Market. The study areas. The literacy intensity is as low when compared to all-
also concentrates on the troubles faced by rural markets and India.
lastly contribution suggestions to overcome the troubles and
beating the potentiality of the rural markets at highest level. ii) Cyclic Demand
Demand for goods in rural markets depends upon agricultural
4. Rural Marketing in India situation, as agriculture is the main source of income.
The theory of rural marketing in Indian economy has forever Agriculture to a large extent depends upon monsoon and,
played a powerful role in the life of people. In India, leave- therefore, the demand or buying capacity is not stable or
taking out a few municipal cities, all the districts and regular.
manufacturing townships are linked with rural markets. The
rural market in India is not a divide body in itself and it is iii) Shipping
extremely prejudiced by the sociological and behavioral Various rural areas are not linked by rail transport. Many
factors in service in the country. The rural population in India roads become unserviceable during the monsoon and inside
accounts for around 627 million, which is exactly 74.3percent villages get cut off.
of the total population. The rural markets in India bring in
bigger revenues in the country, as the rural regions include of iv) Allotment
the utmost customers in this country. The rural market in An efficient allotment method requires village-level
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shopkeeper, Mandal/ Taluka- level wholesaler or preferred rural markets their sales will boost. If rural markets are
dealer distributor or stockiest at district level and company- brought into the attention of development, they marked
owned depot or load supply at state level. The existence of too towards the wealth. Wealth of India deceit in the wealth of
many tiers in the allotment method increases the cost of every Indian; hence no rural segment should be left unused.
allotment. Rural market has a marvelous potential that is however to be
tapped. A small increase in rural income, results in a promoter
v) Communication Problems raise in buying power.
Conveniences such as telephone, fax and telegram are rather
poor in rural areas. 6. Challenges of Rural Market in India
The rural market offers a huge unused latent; it ought to be
vi) Customary Life familiar that it is not simple to manage in the market, because
Life in rural areas is still governed by customs and civilization of numerous assistant challenges. Rural market remains
and people do not simply adapt new practices. For example, untapped because of mainly three challenges:-distance,
even rich and educated class of farmers does not go for job diversity, and dispersion. As much as Rural India presents a
they do farming. great chance, there are still lots of challenges that have to be
conquered. Dispersed population and trade, huge figure of
vii) Buying Decisions mediators in the worth shackles most important to the senior
Rural consumers are alert in buying and decisions are slow costs, inadequate bank and credit facilities for rural customers
and belated. They like to give an experiment and only after and retailers, highly praise ambitious market and low
being personally content, do they buy the product. speculation ability of retailers are the other roadblocks. Thus,
there are a number of roadblocks that create it hard to growth
viii) Media for Promotions in the rural market. Marketers come across a numeral of
Television has made a great collision and huge spectators troubles like trade with corporeal circulation, logistics, proper
exposed to this average. Radio reaches big population in rural and effectual operation of sales strength and effectual
areas at a comparatively low cost. However, reach of proper marketing communication when they enter into the rural
media is low in rural households; consequently, the market has segments.
to take on exact sales endorsement activities in rural areas like 1) The huge population found and digit of households
participating in meals or fairs. indicates an extensively extend out market and it is a
challenge for the marketer to service this discrete market.
ix) Job in Rural Market The figure of the villages is more than five lakhs and is
While rural marketing offers a difficult job, a rural sales not consistent in size. Almost partly of the population
person should require certain qualifications and specialized lives in center sized villages which have a population
talent. ranging from1000 to 5000 persons. These types of sharing
of population warrant suitable circulation and advertising
x) Cultural Factors strategies to make a choice the coverage of treatment of
Culture is a method of public ethics, attitude and perceptions rural market.
that manipulate the performance of consumers. There are 2) The rural for each capita earnings is low as compared to
dissimilar groups based on faith, caste, profession, income, urban area. Low for each capita earnings lead to stumpy
age, education and policy and each group exerts pressure on purchasing power. This separately, the delivery of income
the performance of people in villages. There is a conviction is highly indistinct, since the landholding model, which is
among rural people that knowledge is more vital than proper basic asset, is itself tilted. Thus, rural market presents an
education and they esteem salespersons who can present extremely assorted view. Therefore a small number of
sensible solutions to their problems. Therefore, it is attractive challenges begin in this value, like; off-taking of any
that sales persons, particularly persons who have been brought creation by rural consumer, maintaining of range levels,
up in cities are given a detailed training consisting of equally distribution system options, and incidence of sharing.
hypothesis and realistic aspects of village life. The preparation This feature is supposed to be cautiously measured by the
will help these sales persons to align themselves with the marketers.
market realities and settle down smoothly in their jobs. 3) There are lacks of accurate substantial message amenities
But there are additional issues also on other sides of in rural areas. Almost half of the villages in the country
challenges which are like the rural population is spread over a do not have all-weather roads. Therefore attainment these
large area where reach is expensive and the mass is villages are very actually taxing. Hence, circulation
heterogeneous. The spending power of rural populace efforts put up by the marketers prove to be expensive and
fluctuates with the agri-yield. Hence, demand is not reliable. ineffective.
As well this, low level of produce contact, poor standard of 4) The rural market, by and large, are characterized by
living, specious products with high limits for retailers and lack underdeveloped people and consequently Underdeveloped
of infrastructure lead to low diffusion. market. A huge popular of rural people is not monetarily
steady and is tradition-bound, philosophical, caught up in
xi) Future Trends age-old customs, civilization, behavior, taboos, and
Markets which are not competent to look the solid rivalry practices. Unluckily, the impact of agricultural technology
posed by MNCs can reinstate their profits in the rural sector. has not been felt consistently all through the country. The
The market share of urban promote when compared to the large segments of rural population have remained
rural market is short; therefore if Indian industries focus on unaffected by scientific breakthroughs.
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5) There are huge variations in the levels of literacy along 1) For developing product strategies, the marketers be
with rural people. Approximately two-fifth of the rural supposed to assume in conditions of low unit price and
population is uneducated and only one-fifth holds an low volume packing’s which express an insight of
education or higher degree. Also, literacy levels differ strength and convenience in the minds of rural consumers.
enormously along with different states. These variations Whenever essential, redesigning of the product can also
pretense a confront to simple and clear understanding of be consideration of depending on the customs,
the communication by all sets of rural spectators. The civilization, taboos and behavior, of rural customers. In
restricted arrive at of heap media in rural areas and its addition, a variety name or logo or sign, which conveys
district and state variations cause boundaries on a the reason, usefulness and excellence of the product, is
worldwide approach to communication for rural necessary for the rural customer to recognize the product
consumers. Also different perceptions, traditions, and with. Marketers should understand the psyche and needs
values across states moreover in a few cases within a of the rural customers and then produce accordingly.
state; are other obstacles in message progress. 2) Pricing strategies are closely connected to the
6) The division of goods continues to pretense an enormous manufactured goods strategies. The produce covering and
confront to marketers because reaching of 7.8million appearance also offer range for custody the price low to
retail outlets extend across 6, 40,000 villages and feeding outfit the rural purchasing power. The marketers aim to
a retail network of villages shops is a sharing terrifying. decrease the value of the product to a reasonably priced
The challenges for the suppliers is the tiny size of each level, so that a better segment of the population can
villages with short during per channel, attached with the purchase it, thus increasing the market. This is the most
high charge of delivery since these villages are some ordinary strategies broadly adopted by the marketers to
space absent from distributors. These factors make enter into the rural market.
excellence distribution unviable. The circulation of any 3) For formulation of circulation strategies in rural areas, it
product in the rural areas; agricultural inputs, is essential to stay in mind; the uniqueness of the product,
consumables or durables, should unavoidably pursue a unpreserved and non-consumable, and life cycle and other
appropriate model. They require sample in the rural areas factors connecting to distribution. Marketers should
is appropriate. The distributions in the rural areas are inspect cautiously the market possible of different villages
recurrent and not consistent all over the year. and target the villages that can be served in a monetarily
The rural market in India is undergoing an enormous feasible way from side to side a prepared sharing effort.
modification. These changes have resulted in shifting the The marketers may distribute the products through Co-
profitable battlefields from urban to rural. Most of the operatives societies and by utilizing the services of Public
companies treat rural market as a discarding position for the distribution system, utilizing of flexible distribution
inferior end harvest intended for urban spectators. But, this centers by Petroleum /Oil companies, distribution up to
situation is gradually shifting and significance is known to the the feeder markets/mandi towns, haats/melas, and
require of the country client. Bearing in mind the up-and- agriculture input dealers.
coming issues and challenges, government sustain is essential 4) The promotional settle on or strategies chosen have to to
for the growth of marketing. The government may regulate be price effective, while fragile products may warrant the
appropriate budget allocations to rural infrastructure plans, use of mass media since the aim consumers are extensive,
and proper management for effectual plan implementations. tough products will require entity selling hard work
Marketers should appreciate these challenges and then making because of lesser size of goal. The less rural population
strategies in the light of these challenges to face them and to has doorway to a language newspaper and size of rural
tap the rural Indian market and importance is given to the need population is uneducated and put up the restriction on
of the rural customer. print media. The aural visuals must be designed by the
marketers for promotional purposes. The traditional forms
7. Development of Strategies of promotional calculate be supposed to use in
The firms in service in rural markets have to distinguish and promotional strategies.
consider the opportunities as well pressure that exists in this Rural marketing is a two method marketing process. The
highly assorted and volatile market. The large number of substance now encompasses not only marketing of products
geologically separate villages presents a chief tackle to the which pour to rural areas, but also products which flow to
marketer in achievement to rural consumer and this requires urban areas from rural areas. So a broad meaning of rural
exploring inventive behavior to arrive at products and marketing is worried with the flow of goods and services from
services. Profession and the income stream have foremost urban to rural barren vice-versa. In addition, it also includes
implications for segmentation and targeting rural marketing the marketing in the rural areas. As the rural marketing is a
attempt. In accumulation to present suitable price and package cooperative procedure, this article attempts to bring to light
size, the channels to deliver the price and products are Issues and challenges connected with the rural marketing
prejudiced by both profession and revenue. The popular of strategies. It covers the marketing strategies aspects of rural
consumers with inadequate income suggest a large market for produce with particular indication to products and services
necessary product and a value for money propositions. The within the rural areas.
marketers require to inspect the prospective of rural market for
a divide market assistance and increasing the strategies for 8. Rural Marketing Strategies
marketing mix in rural markets on the basis of three important The rural market has distorted radically in the ancient times
mix:- Product, Pricing, distribution, and promotional one decade. A decade ago, the rural market was extra
strategies: shapeless and was not a prioritized goal location for business.
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The minority companies, mostly the agro-based ones, were 9. Challenges faced in rural marketing
focused in these markets. There are no pioneering strategies Although the actuality those rural markets are huge magnetism
and promotional campaigns. A distribution system did survive, to marketers, it is not easy to enter the market and take an
but was weak. Illiteracy and lack of skill were the other factors ample market share due to the following factors.
principal to the poor reach of products and lower level of  Appropriate interactions are essential for moving and
consciousness between villagers. Steadily, corporate realized progress. Many villages are not attached by rail transport.
that there was diffusion, rigid rivalry and confusion in the The poor road connectivity and the subserviced roads are
urban market, and a demand was building up in rural areas. up till now one more drawbacks. Large number of
Best Promotion and Quality Perception Companies with new intermediaries guide to elevated cost, so an effectual
knowledge are correctly capable to communicating its goods distribution scheme has to be put in place, like a state
and services to their customer. There is a transaction flanked level distribution dealer to a stockiest at district level and
by brilliance a customer perceives and a company wants to to the village shopkeepers. The attendance of a lot of
communicate. Thus, this positioning of information is very levels in the circulation canal increases the price of
imperative. The imminent of the Indian about the preferred circulation.
product is altering. Now they know the disparity between the  Insufficient banking and credit facilities.
products and the utilities derivative out of it. As a rural Indian  Little literacy rates in rural areas are the biggest reason of
customer always required worth for money with the changed worry.
awareness, one can perceive difference in current market  Agriculture creature the large basis of profits in the rural
situation particularly in case of services given by the area, insist for good depends upon agricultural state
companies. because farming to a big level depends upon monsoon
hence, The insist or trade ability is not steady or normal.
i) Easy-Way Communication especially for Rural Market  People living in the rural areas are ambitious by
The companies have realized the significance of correct civilization and ethnicity and they adjust to new trends.
communication in confined talking for promoting their goods For example, even rich and educated classes of farmers do
particularly in rural market. They have ongoing selling the not recognized and fashionable clothes and garnishes.
idea of excellence with correct message and simply explicable  Rural consumers take care in buying new products and
way of connections. Their main focal point is to modify the are slow decision makers. They would purchase the
Indian customer viewpoint about superiority. manufactured goods only after they have tried the
manufactured goods additional being personally content.
ii) Changing Pattern of Rural patrons  The rural customers include dissimilar groups based on
Newsday villagers are continually looking forward for new caste, religion, age, education, occupation type, income,
branded products and good services. Indian customer in rural and politics and each group work out the influence on the
market was never price responsive, but they want importance behavior of people.
of money. They are all set to pay best for the product present  Rural market has a remarkable potential that is yet in the
some additional value for the quality. Regards for civilizing direction of be tapped. A large increase in rural profits
and community ethics Companies have renowned that societal will consequence in an add to in the purchasing power.
and civilizing ethics have a very physically powerful hold on Markets which are not capable to countenance the rigid rivalry
the people in rural markets. Intellectual ethics take part in posed by MNC’s can restore their profits in the rural markets.
main position in deciding what to buy. Moreover rural people If Indian industries think on rural markets their sales will
are affecting and perceptive. Thus, to endorse goods and increase. If rural markets are brought into the attention of
services we should consider their societal and intellectual growth, they will cover way to financial reformation.
ethics. Achievement of India lies in the success of every Indian;
hence no rural section should be left unused. The aforesaid
iii) Focus on Customer Requirement challenges faced can be tackled and experiential by various
Each customers wish for worth for their currency. They do not strategies as followed.
see any worth additional connected with the goods. They  Initiate low priced variants of products with a unique
aspire for the essential functionality. Though, if the sellers selling intention particularly meant at the rural consumers.
offer additions without charge they are happy with that. They  Plan products particularly for the rural consumer and
are pleased with such a elevated expertise that can complete manage the demand of the products.
their requirement Promoting Products and Services with  Collective decision making is very prominent in rural
correct personality in Case of superstar approval Companies areas; hence rural retailers must be educated on the
are preference up Indian models, actors for advertisements as products.
this helps them to show themselves as an Indian company.  A routine feedback from the rural consumers is essential
to understand the product placement in the rural market.
iv) Developing Specific Products for Specific Segment  Proper message through situate and customer exact
Many companies are on the rise rural-specific goods. encouragement, which requires time, wealth and a
Observance into deliberation the necessities, a firm develops consistent long tern dream.
these products. Electrolux is effectual on a suitable for India  Wide after sales services and business ethics.
fridge planned to serve essential purposes: cool drinking
water, keep cooked food fresh, and to withstand long power 10. Why Purchasing power of Rural India is Boosting?
cuts. In Service Sector like Insurance they are focusing on Different companies like Maruti Suzuki, Hero Honda,
Micro insurance products for rural segments. Hindustan Unilever, ITC, LG, Samsung, Nokia, Idea, Airtel
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International Journal of Multidisciplinary Research and Development

etc. everyone one affecting towards rural India to overcome strategy is used by companies to add to product diffusion,
the hold up in urban market. Rural India which was as trials would boost due to a inferior put -down price.
unobserved for the ancient times more than a few years is now Lesser packets are more reasonably priced, so they offer
at the centre of notice for the companies. There was optimistic customers a chance to try out products before graduating
growth in rural GDP, which improved the expenditure to a better pack. HUL initiated “Operation Bharat” to tap
authority of rural people. Government initiatives like the farm rural markets by bringing out low priced example packets
loan waivers, Bharat Nirman yojna for building rural of its toothpaste, fairness creams, shampoo and other
communications also boosted rural economy. products.
The following factors give enhance to purchasing power of  Awareness: companies generate make consciousness with
rural people: the help of appropriate media to increase suitability about
 Government’s speculation in rural areas gave a pointed its goods in rural markets. The FMCG companies are
rise to the enlargement of rural areas. Government is venturing into rural markets with their innovative
emphasizing on growth of infrastructure like roads, strategies to create brand consciousness about their
housing, telecommunication, electrification and irrigation products.
under the national projects called Bharat Nirman Yojana.  Availability: In rural areas spaces are far flung and not
Therefore, the in general growth of rural India assisted in well linked to correct roads, delivering the product to
raising the purchasing power of rural people, as well rural markets is a great challenge for companies.
raising the excellence of rural life. There is also a Companies have realized this and are trying to be original
noticeable increase in the rural income due to agrarian in this state of affairs. For creation their products
wealth. All this has left rural people richer and more obtainable to customers, companies adopt a diversity of
strong-minded, enabling the companies to rush in with income such as direct selling, using company release
special schemes and modify made products for the highly vans, rural mandis and setting up of provisional stalls in
price responsive rural markets. meals etc.
 Boost in Literacy and Education climb in literacy and  Acceptability: To obtain accessibility for the product,
educational level among rural people also has a demeanor there is a huge require to present goods and services
in boosting the purchasing power. Therefore, there exists according to the wants of rural consumers.
marvelous possible in rural India and the companies are
coming onward to strap up it for the forecast of 12. Conclusions
advertising their products and services. Indian Rural Market play a crucial role as it provides great
 National Rural Employee Guarantee Act The essential opportunities to the corporations to make bigger their arrive at
difficulty in rustic areas is low income of rural people, to almost seventy percent of population. Rural marketplace
which is also cyclic in nature. To solve this issue, the also reimbursement the rural economy by as long as
government started National Rural Employee Guarantee infrastructure amenities, inspiring the standard, and excellence
Act (NREGA), which guarantees 100 days of of life of the people resides in rural area. Although the rural
employment to every adult in rural areas every year. The market has become preferred purpose for every marketers but
implementation of this act is a significant reason for surge it’s significant to understand that it has lot of challenges and
in rural income and it decreased the trust on farm income danger, consequently corporations should charge the
to a large scope. obstructions as watchfully as possible. A methodical
sympathetic of rural markets and systematic move towards are
11. Rural Marketing Mix essential to go through rural market. In order to develop
The Indian rural market is seen as the majority profitable advertising strategies and deed plans, the corporations need to
section because companies’ crossways dissimilar sectors are taken into account the multipart factors that pressure the rural
wooing them to hold up their thrust of business enlargement. patrons buying behavior. The rural market is developed by
Rural markets present opportunities, which are huge and increasing purchasing power, changing consumption pattern,
comparatively unused. They present marvelous forecast for increased access to information and communication
companies to put on the market their products and services. technology, improving infrastructure and augmented,
Companies’ alternative to a number of strategies like Government initiatives to improve the rural economy. The
repositioning of brands, repackaging products and reprising marketers tune to their strategies in accordance to the rural
them, all with an eye on rural wallets. The overall marketing consumer in the coming years. In spite of all complexities
mix structure for rural markets focuses approximately involved inside the rural marketing, the rural scene of rural
delivering the right product, delivering worth for currency environment is altering progressively in India. The biggest
pricing, using effectual means of endorsement, selecting the challenge today is to expand a scalable representation of
most suitable technique of sharing and building long term influencing the rural customer brain over a great era of time
relationship with the customers in order to sell their products. and keep it going. Conventional urban marketing strategies
In case of rural marketing mix, there are 4A’s of marketing will contain to be limited to a small area as apiece the
which are as follows: demands of the rural markets. It has to reach out to rural
 Affordability: Affordability is dangerous to achievement consumers and relate to them at an appropriate level, so that it
in rural markets as the consumers in rural areas are value- is able to bring concerning the preferred behavioral change.
conscious and a lot savvier. They are willing to pay for Government hold up is necessary for the development of rural
product if it is worth it. To access the rural markets, market in India to face the emerging issues and challenges in
companies follow the strategy of low priced products and the core areas like; transportation, communication, roads, and
small stock keeping units (SKU). The smaller SKU credit institutions, harvest cover for improved utilization of
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International Journal of Multidisciplinary Research and Development

land and water management. The prospect no uncertainty lies 5. Raj Kumar Singh. Agricultural Price Policy in India
in the rural market. In conclusion, the rural markets are Published by Print well Publishers Jaipur, 1990.
enticing and marketing to rural consumers is exciting. Though, 6. Ravindranath V, Badi, Naranyansa V. Badi-Rural
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