Rural consumer is one who to the their nearest cities or area where he/she can but product to fulfill their daily needs including basing needs items, or other items to fulfill the daily buying requirement of the family. Rural marketing is the process of creating, pricing, advertising, and distributing rural-specific goods and services in order to meet the requirements and wants of rural customers while simultaneously achieving organizational goals. In India, the notion of rural marketing. The economy has always had a significant impact on people's lives.

The various components of 4 A may be described, particularly in the context of rural marketing as Affordability, Availability, Acceptably and Awareness. Consumer purchasing power has increased in rural India over the last few years along with a desire to improve their present level of living. The Indian government's efforts to alleviate poverty have certainly improved the situation of the rural people. Due to which, rural consumers have changed their lifestyles by changing their consumption habits to include more nutritious foods and purchasing lifestyle products such as mobile phones, cosmetics, beverages, and other essentials.