Tap rural markets to power sales

Rural India is the heart of the Indian economy. Today, marketing in India cannot be restricted to the urban region. The rural market, with its huge customer base provides wide scope to the marketers. As the urban market is getting saturated, there is a greatneed for companies to explore the new markets. The rural market offers the vast potential.Rural population (% of total population) in India was 66.86 in 2016. Companies have realised the need to create offerings that are specifically meant for the rural people and as a result, newer strategies are developed that best meet the requirements of the rural India. The 4 A‘s of marketing that is Availability, Affordability, Acceptability and Awareness have been widely followed by the companies to carve a niche in the rural market. The paper emphasis is on how the companies have been understanding the consumer behavioural pattern inthe rural India and accordingly chalking out the strategies to tap in the vast potentiality offered by the rural markets with the main emphasis on the 4A‘s.