This document summarizes research on the rural consumer market in India. Some key points: - Rural markets in India are growing rapidly in size and potential due to rising incomes and consumer demands in rural areas. 72% of Indians live in rural areas. - Rural incomes and consumption are increasing due to factors like higher crop yields, more jobs outside of agriculture, and infrastructure development. - Rural consumers purchase frequently in small quantities and prioritize value over brand or price. Their behavior is influenced strongly by community opinions. - The total rural market in India is estimated to be over 1.2 trillion rupees annually across product categories like FMCG, durables, agriculture, vehicles. Marketers are increasingly targeting rural