Abstract

Recently, the growth of the Indian economy after starting of liberalization and globalisation policy in 1991 has
been substantial increase in the purchasing power of the rural habitants. Since Green revolution in India, the rural
areas are started to use a large quantity of consumable and non-consumable products. In this way, rural
marketing has been used as a strategy to combat against the competition by the marketers. The rural marketing
and agricultural marketing prior to globalisation of Indian economy convey the same meaning, but after wards
both understand by the markets in different context– the later denotes agricultural and rural production of the for
the urban consumers or industrial consumers, whereas rural marketing involves marketing of manufactured or
processed inputs to rural consumers. These have changed the entire spectrum of marketing for the Indian rural
market and force the marketers to move towards rural areas. Rural marketing in India is still at infancy stages,
and faces the various types of problems in respect of marketing, product designing and positioning, pricing,
distribution and promotion. Today’s corporation must understand the rural market on different context to widen
their business horizon, to expand their market and to exploiting the opportunities available in the rural areas. The
Indian rural market is bigger and vast in size with its lager consumer base, its offers the great opportunities for
the marketer and stay tune with the rural marketing offerings. Rural marketing consists of around 833 million
potential consumers, and majority of the Indian middle-class, and about half the country's disposable income.
The marketer must understand the growing complexities of the rural market and making strategy for the proper
mixing of marketing mix. It involves high risk and attractive for those who are searching challenge and having a
courage to face those challenges. The key to face the challenges is to understand the market, the consumer need
and behaviour.
Hence, it is proposed to undertake in this study to assess the various dimension of Indian rural markets. 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 by adopting SWOT analysis matrix on rural markets.

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