Rural Market in India: A treasure chest

There was a time when rural markets were once considered as a dumping ground for the outdated products as the population was considered to be laggards in adopting products, however recently the marketers have realized it that these markets have a lot of potential. Moreover presence in the rural market has not merely remained a choice but is becoming a necessity now. The requirements of the rural masses were not catered to at many times in the past but now marketers have realized these untapped needs can create a huge market for the companies to grow and prosper. This paper is an attempt to examine the reasons of rural markets becoming attractive, challenges posed by them and the road ahead.
Key words: Dumping, laggards, rural etc.

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Categories: August 2014