An Overview of Indian Rural Markets The Opportunities & Challenges

In this paper I tried to put a light on India rural market, it’s opportunities and challenges. India's economic change story of the last twenty years has made as much impact on its rural landscape as it has on its urban landscape. Collectively, all over India's rural heartland and in its teeming cities, India appears to be readying for an even more impressive era of economic growth. Today, a staggering 12% of the world's population resides in India's rural areas. There is no question that India's rural markets have become a powerful economic engine. The rural multiplier effect is what excites policy makers and business leaders alike. For every new opportunity for a villager to use his mobile phone to protect his crops, there is a knock-on opportunity for him to purchase a small refrigerator or a motorcycle. There is a growing realization that global investment and growth will increasingly come from rural populations, as their savings translate into consumption. But rural India's contributions to the nation's economic success--and the obvious potential for profitable growth--are just a part of the promise of wholehearted commitment to doing business beyond the city centres and suburbs. Keywords : Rural Market, GDP, Procurement Price, NREGS, Macroeconomics, FMCG.