RURAL MARKETING IN INDIAN ECONOMY

Abstract

The concept of Rural Marketing in\rIndian Economy has always played an\rinfluential role in the lives of people. In\rIndia, leaving out a few metropolitan\rcities, all the districts and industrial\rtownship are connected with rural\rmarkets.\r The Rural Market in India is not\ra separate entity in itself and it is highly\rinfluenced by the sociological and\rbehavioural factors operating in the\rcountry. The rural population in India\raccounts for around 627 million, which\ris exactly 74.3 percent of the total\rpopulation .The Indian Rural Market\rhas a huge demand base and offers\rgreat opportunities to marketers.\rHowever, unfortunately rural markets were neglected by the Indian marketers for a long period. This was due to\rpoverty ,illiteracy, limited demand and absence of infrastructure facilities like transport, banking etc. in rural\rareas. Now this has changed after 1950. The marketing battlefield has been extended to rural arias. ‘’Go Rural’’\rslogan is developed by marketers . ,even big, companies and multinationals are also paying more attention\rtowards rural areas markets. They have realized that real India lives in villages. Past prime minister of India. Man\rMohan Singh talked about his vision for rural India. ‘’My vision of rural India is of a modern agrarian, industrial\rand services economy co-existing side by side , where people can live in well- equipped villages. Rural income\rhave to be increased. Rural infrastructure has to be improved. Rural health and education needs have to be met.\r.Employment opportunities have to be created in rural areas’’.\r