This article explores the practical aspects of marketing non-agricultural rural products in India. The situations faced by NGOs which are partners in marketing rural products have been touched upon, providing examples of both successes and failures. The challenges and problems associated with marketing of rural products are explained, and possible solutions and recommendations are also offered.

India is the fourth largest economy in the world in terms of Purchasing Power Parity (PPP), largely due to the contribution of its villages. Around 72% of the Indian population lives in rural areas. Therefore if we can focus more on marketing of products produced in the villages, then India could well be leading the world in the decades to come. In recent times, we've been eying for a double-digit growth in our GDP; but that will not be possible unless we take our rural enterprises along with us.

The obvious question that emerges at this stage is why we should give so much of importance to marketing of rural products. The answer might not be that simple because there are a host of issues involved. But one thing is undoubtedly agreed upon by all; that without proper marketing of rural products, the very existence of rural entrepreneurs who depend on various income generating activities in rural areas will be in danger. And rural development is significantly dependent on rural entrepreneurship. Thus we can say that marketing of rural products is one of the stepping stones for rural development which ultimately is our main goal.

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