Shift in Wave – 'Urban to Rural Market in India'

With a population 121 Crore India is a country of multilingual, multicultural and multi-level society. A World Bank study has revealed that nearly two thirds of India’s total population still lives in rural areas. The rural economy has rapidly transformed in the last decade and is now being led by manufacturing. Rural India accounts for about 50 percent of India’s GDP and nearly 70 percent of India’s population. Rural markets have acquired significance, as the overall growth of the economy and industrial development in rural area has resulted into substantial increase in the purchasing power of the rural communities. Nielsen estimates stats that by 2025, the fast moving consumer goods (FMCG) market in rural India will hit $100 billion. This paper studies the changing paradigm of the Indian rural markets and suggests some ways in overcoming the roadblocks in rural selling with rural marketing four “A” approach.