An examination of the possibilities and issues in the rural market

Because of its scope and large customer base, the Indian rural sector presents both domestic and international advertisers with numerous chances. Agriculture and the rural market are also, directly and indirectly, important to the Indian economy. Due to the overall expansion of the Indian economy and the consequent rise in the buying power of rural Indian households, rural marketplaces in India have recently assumed a significant role. The green movement and better infrastructure for rural residents are further reasons why a significant portion of industrialized and manufactured products are being consumed in rural areas. Marketing strategy has become a unique marketing method in this situation (Verma, 2013)


I. Introduction
The rural population is thriving, and the rural customer is sensitive.It will soon surpass the urban sector if growth continues at the current rate.Consumers in rural areas are no longer dozing off.
As an agriculturally oriented country, India's villages could be considered its beating heart.Due to its size and substantial clientele, the Indian rural market presents both domestic and international marketers with numerous chances (Manav, 2015).
Agriculture and the rural market are also both directly and indirectly important to the Indian economy.Contemporary finish half of the country's revenue is produced in rural areas.
India's rural areas, where 41% of the nation's middle class households are located, generate 58% of the nation's discretionary income (Dash, 2015).
With 6, 38,369 villages distributed across 33 lakh square kilometers, roughly 75% of 's populace, or 12.3% of the world's population, dwells.According to the census survey, the rural sector has 13.5 billion households, or 72% of all households in India, with 48 billion adult individuals.Of that kind of rural population, roughly 90% are located in villages with a population under 2000 (Das, 2015).Therefore, it can be said that the rural market is thriving because there is a previously untapped market segment there that has buying power but is unaware of the benefits and availability of products.But marketers can concentrate on informing consumers of these facts (Thakur, 2015).
Because of the general expansion of the Indian economy and the subsequent increase in the money supply of rural Indian households, rural marketplaces in India have recently assumed a significant role.The green revolution and better facilities for rural residents are further reasons why a significant portion of industrial and manufactured goods are being consumed in rural areas.Rural marketing has become a unique marketing method in this situation.A recent poll, the majority of SUV vehicles and other electronic devices are sold in Haryana, which is heavily dependent on agriculture (Pani & Sharma, 2014).At the moment, farmers may earn more money by producing more, which they can then use to meet their requirements, wants, and expectations.
All districts and commercial townships in India are linked to the rural market, with the exception of a few major cities.Marketing strategy has always played a significant role in 's relationships in India.India's rural market contributes more to national income.In this nation, the majority of clients live in rural areas.About more than half of India's national GDP is generated by the rural market.In this essay, we attempt to highlight the challenges that the rural market faces while also highlighting some of the potential that exist there for marketers as opposed to the urban market.
The markets for consumer products, which include both durable and quasi goods, and the markets for farm production, which include fertilizers, insecticides, seeds, and other items, can be divided into two broad groups in the Indian economy (Bedia & Gupta, 2013).
Those who believe rural marketing just refers to agriculture marketing frequently report confusion about the idea of rural marketing in the country.Rural marketing, on the opposite hand, governs the distribution of products produced by non-agricultural employees from rural to urban areas as well as the conducting out of economic activities in the form of items from metropolitan sectors to rural areas across the country (Pani & Sharma, 2014).In a subsistence nation like India, where roughly 40% of the population lives in villages, the notion of rural tourism must be evolved in nature business entities must think about how to incorporate rural areas into their business model to produce win-win solutions providing a higher standard of living and boosting the quality of life in an effective manner would be the future position of rural tourism in the 21st century(Balakrishnan & Bapna, 2015).
It's crucial to realize that marketing strategy is just like urban advertising.The world of rural marketing is very different from how marketing is organized and carried out in cities.
The success of ITC's e-choupal, HLL's Project Shakti, Colgate's Project Jagruti, Escort's Rajdoot motorbike, etc. was due to the organization of their rural marketing, which was separate from their urban marketing in terms of careful planning and organized operation.Marketers need to make it apparent that consumers in rural and urban areas are different from one another.
Rural markets have become more important in recent years as a result of the overall expansion of the economy and the significant rise in the purchasing power of rural communities.The remote regions are utilizing a significant amount of industrial and urban made projects due to green evolution and innovation (Kumari et al., 2014).
Rural marketing is frequently mistaken for agri-business, which refers to the sale of ruralproduced goods to urban or industrial customers, as opposed to the delivery of manufactured or processing inputs or products to agricultural farmers or consumers.Since rural customers' needs are difficult for marketers to foresee and because their buying decisions are influenced by nature, a brand's performance in the country Indian market is as uncertain as the weather (rain and others factors).
Manmohan Singh, the prime minister, described his goals for rural India: "A modern agricultural, industrial, and assistance economy co -existing side by side in rural India is how I picture it.Individuals may reside in villages that are well-equipped and travel to work, whether it be on a farm or in the informal economy, with ease.The latest advances in science and technology have a lot they can accomplish to realize this ideal.Incomes in rural areas must be raised.Infrastructure in rural areas must be improved.