Rural Marketing - Prospects

The market place is one of a few areas in modern society in which people have an opportunity to participate directly in public life. In today's business, effective use and flow of information is the key to success. In recent years, marketing has changed the nature of business due to opening up of the economy and large number of products vying with one another for market share. The rural markets are aptly described as towns, villages or small hamlets, which have poor infrastructure; economy is driven by agriculture and is dependent for many of the amenities on the feeder market. The rural marketing of India started showing its potential in 90's&2000's and witnessed steady development. And there is clear indication that the 21st century is going to see the full blossoming of the rural market of India. Rural marketing has become a key area of focus for the corporate sector, off late due to the vast potential it has, mainly in terms of marketing of consumer durable and non-durables. MNC's and Indian companies like HLL, ITC, Philips, Samsung, Godrej, Procter and Gamble, Nirma, TVS-Suzuki, Wilkinson, L&T, Honda Britannia, MRF, BBLIL, Coke etc., are aggressively targeting the rural markets.