RURAL MARKETING IN INDIA: IT’S POTENTIAL AND CHALLENGES

Rural India is becoming one of the attractive markets for the corporates in the recent times. Urban markets are flooded withmany different consumer products, thus Marketers now find it difficult to generate heavy income flows from these markets. On the other hand rural income graph is on a rise, which has given huge scope to the corporates to tap this market where 70% of India resides. The study aims to provide information on how the corporates carry out the marketing process and the reasons for the paradigm shift from Urban to Rural markets. The study also reveals the challenges faced by the corporates while marketing their products in Rural areas.