author(s)
Belu Rani Barua and Farhanaz Rabbani

abstract
Indian rural marketing is very complex in nature and has some unique features. Today, many companies are entering into rural markets and are achieving success. It is proved that by proper understanding of the market, it is possible to establish rural markets. A no. of opportunities is attached with rural markets, as the ¾ population of the country is living is in rural areas. For the companies to be successful, they need to overcome some problems which rural sectors are facing and the rural market may face. In this paper, we will develop an insight regarding various concepts of rural marketing in India.