Rural markets are complex and dynamic in nature. India's population is 1.21 billion*1. The spread of population is in 5161 cities and towns and 6, 38,588 villages speaking 33 languages, 1652 dialects and having sub cultural and diverse requirements. The growth rate of population for India in the...

In India ever since independence, marketing acquire a largely urban bias. Hence, there were very less attempt on the part of marketers to distribute products to satisfy rural needs. An apathetic attitude also due to the assumption that the rural consumer are poor and had no purchasing power to...