Opportunities and Challenges Indian Rural Market
Investments by the governments in improving farm productivity and generating greater employment opportunities in rural areas have made the rural markets in South Asia more vibrant and prosperous. This has far-reaching implications for marketers. On the one hand, in rural areas the demand for production and consumption of goods such as farm equipment and machinery, seeds, fertilizers, pesticides, banking services, and products for personal and family use has increased substantially. On the other hand, the increased output of the rural economy, namely food grains, fruits, and vegetables, milk, poultry products, handloom and handicraft products need to be marketed to the processing and consumption centers, which are usually in urban areas. As a result, rural marketing that consists of marketing of products to and from rural areas is a vital activity in South Asia.