Rural India, because of its many natural credentials, has become the largest hub in the world for domestic and global business houses, to market different kinds of products and services. A small increase in the rural folks' income results in an exponential increase in their buying power. The key to success in this market is to understand the psyche of the rural consumers, which is completely different from that of their urban counterparts. This article attempts to explain the Indian rural market as an upcoming opportunity and profile its socio-economic behavioral and cultural aspects. It also outlines the challenges and future trends in rural marketing.

The Indian rural market is undergoing a transformation and is luring multinational companies to market their products. Microchanges in the rural areas initiated by the government since 1991 have changed the capabilities, attitudes, tastes, preferences and motives of the rural people. Their exposure to information and communication technology is forcing the companies to dovetail their microlevel strategies with the global challenges. In the light of changing shifts in attitudes and preferences of the Indian rural consumers, it is imperative for the marketers to set new trajectories to tap the rural market.

According to a National Council of Applied Economic Research (NCAER) survey, there is an increased purchasing power among the rural community due to high productivity in agriculture and better price for agricultural commodities. While the highly competitive urban market has become saturated there is high potential in the rural market with about 12 crore households in rural India. The India Tobacco Company (ITC) is one of the companies which have understood this potential and forayed into the rural market. Its e-Choupal has become quite popular among the farming community.

Indian Rural Markets, Multinational companies, National Council of Applied Economic Research, NCAER, India Tobacco Company, ITC, Agricultural industry, Urban markets, Fast Moving Consumer Good, FMCG, Hindustan Unilever Limited , HUL.