Opportunities And Challenges In Rural Market Of India: An Overview

  • Radhika .Awasthi 1Department of Home Science, KMCUAF University, Lucknow
  • Kamlesh Kumar Yadav Department of Zoology, Government Degree College, Bakkha Khera, Padri road, Unnao


Indian Rural Market has always been complex to forecast and consist of special uniqueness. They are growing steadily over the past few years and is now even bigger than the urban market. About 70 per cent of India’s population lives in villages and more than 800million people lives in villages of India. They profit the rural economy by providing infrastructure services, uplifting the set and quality of life of the people resides in rural area. Though the rural market has become a choice destination for every marketers but it is important to realize that it has lot of challenges and risk. This paper is a step forward in exploring various opportunities through which rural markets are flourishing for marketing and also highlighting the challenges which create hurdles in tapping rural markets.


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