This document outlines the evolution of rural marketing in India through four phases: Phase I (prior to 1960) consisted of agricultural marketing and exchanges of crafts and utensils; Phase II (1960-1980) saw the entry of consumer goods companies and changes in rural demand due to the Green Revolution; Phase III (1990-2000) included new service sectors, pro-rural government initiatives, and companies launching rural-focused products; Phase IV (after 2000) featured financial inclusion, media expansion, hiring of rural staff, and improved standards of living through various government programs.

1. EVOLUTION OF
RURAL MARKETING
By – Vijyata
Assistant Professor
Ranchi Women’s College

2. PHASES OF EVOLUTION
PHASE
I
Prior to
1960
PHASE
II
1960 -
1980
PHASE
III
1990-
2000
PHASE
IV
After
2000

3. PHASE I [ Prior to 1960 ]
• Rural marketing was synonymous to
Agricultural Marketing
• Agricultural produce and allied products
were bought and sold
• Earthen and metallic utensils and crafts
were exchanged
• Asian Paints was the FIRST company to
enter rural market in 1949

4. PHASE II [1960 – 1980s]
• HLL entered rural markets with Lifebouy soap
followed by Colgate, Dabur, Nirma, & Marico
• Green Revolution [1967-68 to 1977-78], White
Revolution [1970] brought rural prosperity and
changed demand cycles
• Khadi and Village Industries Commission,
Bunkar associations , handicraft emporia took
over marketing of rural products

5. PHASE III [1990-2000 ]
• New Service Sector emerged in India
• Pro-rural initiatives by Government
• India’s industrial sector gained strength
lading to transition from agriculture to
industry.
• Companies launched plethora of products
to woo rural markets

6. PHASE IV [ After 2000]
• Financial Inclusion
• Media explosion and satellite invasion
• Companies started to hire rural staff to
have a better foothold in rural areas.
• Food safety bill, Aanganwadis, Mid day
meals increased the literacy rate as well
as the living standard

7. THANK YOU!!!
For Any Sawaal, Sujhao Or Comment, feel Free To Write To Me
At vijyata.rwc@gmail.Com Or Comment In The Comment Box