A Study of the Role of Government and Financial Institutions in Rural Market Development in India
There’s no second thought about the fact that the Indian rural market is increasingly becoming the economic powerhouse of the country. The hinterlands, accounting for about 50 per cent of India’s GDP and housing nearly 70% of the country’s population, are showing remarkable multiplier effect and thereby excite policy makers and business leaders. The rural market in India is not a separate entity in itself and it is highly influenced by the sociological and behavioural factors operating in the country. The concept of rural marketing in India is often found to form ambiguity in the minds of people who think rural marketing is all about agricultural marketing.