A Study on Innovative Practices in Rural Marketing: An Indian Perspective

Villages are the integral part of any nation. In India villages are its hearts. Approximately 75% of India population lives in villages. Rural marketing is playing an unavoidable role in India. It’s about developing pricing, promoting and distributing rural specific product and services. Rural marketing innovation is all about introducing significant changes in product designing, packing, placement, promoting and pricing. The success of rural market depends on the efficiency of marketers to understand the psychology of rural consumer and their needs. The present study gives main focus on understanding the emergence of rural marketing in India, Present situation, challenges and issues faced by marketers of Indian rural market, Innovation in the field of rural markets and successful strategies that can be adopted in rural marketing.