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1. RURAL MARKETING IN INDIA :
CHALLENGES & OPPORTUNITIES
Presented by: PRIYANKA
Roll no.: 250101050043
GURU JAMBHESHWAR UNIVERSITY OF SCIENCE & TECHNOLOGY, HISAR
HARYANA SCHOOL OF
BUSSINESS

2. TABLE OF CONTENT
Introduction of Rural Marketing in India
Evolution of Rural Marketing in India
Meaning of Rural marketing
Importance
Feature
Challenges
Opportunities
Future of Rural Marketing
Conclusion
Slide 1

3. INTRODUCTION OF RURAL MARKETING IN INDIA
 Rural marketing means selling goods and
services in rural areas.
 About 70% of India’s population lives in rural
areas.
 Most rural people depend on agriculture for
their income.
 Rural India is becoming a large market for
many products.
 It focus on understanding the needs of rural
consumers.
 It includes promotion, pricing and
distribution suitable for villages.
 Rural marketing helps in improving living
standards and the economy.
Slide 2

4. Slide 3

5. EVOLUTION OF RURAL MARKETING IN INDIA
The evolution of rural market in India can be simplified into four phases:-
PHASE 1: BEFORE 1960s
• Focus:- Selling agricultural products and trading local crafts.
• Marketing:- Simple exchanges within villages, based on traditional needs.
PHASE 2: 1960s – 1990s
• Key Event:- The Green Revolution increased agricultural prosperity.
• Focus:- Demand for agricultural inputs (seeds, fertilizers) grew and companies started marketing
these to rural areas.
PHASE 3: 1990s – 2000s
• Key Event:- Economic liberalization and pro-rural government initiatives.
• Focus:- Companies began marketing consumer goods, including household items and durables, to
rural markets.
• Marketing :- Introduction of new products and services specifically for rural consumers.
Slide 4

6.  PHASE 4: POST – 2000s
• Key Events:- Increase access to media,
infrastructure growth and financial
inclusion.
• Focus:- Rural consumers became more
aware and their purchasing habits changed,
creating a huge market for both consumer
and durable goods.
• Marketing:- Companies tailored strategies
for awareness, affordability, accessibility
and acceptability.
Slide 5

7. MEANING OF RURAL MARKETING
 RURAL MARKETING MEANS SELLING AND PROMOTING
GOODS AND SERVICES IN THE RURAL OR VILLAGES AREAS.
IN RURAL AREAS MOST OF PEOPLE DEPEND ON
AGRICULTURE FOR THEIR LIVELIHOOD.
 THAT’S WHY RURAL MARKETING PLAYS A VERY IMPORTANT
ROLE IN THE COUNTRY’S ECONOMY.
 IT FOCUS ON UNDERSTANDING THE NEEDS, PREFERENCES
AND LIFESTYLE OF RURAL PEOPLE AND THEN PROVIDING
THEM SUITABLE PRODUCTS AT AFFORDABLE PRICE.
 IN SIMPLE WORDS , RURAL MARKETING CONNECTS THE
PRODUCERS AND CONSUMERS OF VILLAGES.
Slide 6

8. IMPORTANCE OF RURAL MARKETING
LARGE RURAL POPULATION
RISING INCOME LEVELS
UNTAPPED MARKET POTENTIAL
GROWTH OF FMCG AND CONSUMER
GOODS
SOURCE OF RAW MATERIALS
EMPLOYMENT OPPORTUNITIES
BALANCED ECONOMIC
DEVELOPMENT
SUPPORT FOR GOVERNMENT
SCHEMES
Slide 7

9. FEATURES OF RURAL MARKETING
• LARGE & SCATTERED POPULATION:- Example:
villages are spread far apart , unlike cities.
• SEASONAL DEMAND:- Example: Tractor sales
increases during harvest season.
• STRONG COMMUNITY INFLUENCE:- Example: If a
village leader likes a product, the whole village
follows.
• TRADITIONAL MINDSET BUT MODERN SHIFT:-
Example: Earlier villagers preferred home
remedies, now they go to doctors.
• AGRICULTURE ECONOMY :- Agriculture is the
primary source of income, leading to seasonal
fluctuations in purchasing power and demand
pattern.
Slide 8

10. # CHALLENGES OF RURAL MARKETING
1. LOW LITERACY LEVELS :-
 Many rural people cannot read
advertisements or instructions.
Companies use symbols & local
language
EXAMPLE:- Fertilizer packs with
picture.
Slide 9

11. 2. POOR INFRASTRUCTURE
Bad roads, no electricity,
weak transport in some
villages create problem.
Cold storage, delivery issues
EXAMPLE:- Cold drinks/ice-
creams can’t reach properly
without cold storage.
Slide 10

12. 3. LOW PURCHASING POWER
Less income – focus on
basic needs
Demand for small or cheap
packs
EXAMPLE:- Instead of a big
bottle of shampoo, they buy
a Rs. 1 sachet.
Slide 11

13. 4. SEASONAL DEMAND
Income depends on harvest
season
Farmers earn money only
during harvest season, so
demand is not regular
EXAMPLE:- Tractors/ bikes
sales increase after harvest
but reduce later.
Slide
12

14. 5. TRADITIONAL MINDSET
Rural people believe in
trusted brands and don’t
change easily.
Trust on shopkeepers &
word of mouth
EXAMPLE:- A family using
Tata salt for years won’t
switch to a new brand
quickly.
Slide 13

15. 6. COMMUNICATION BARRIERS
Different languages and
cultures make it tough.
Ads needs local
customization.
EXAMPLE:- An ad in Hindi
won’t work in Tamil Nadu
villages. Companies have to
adapt to local culture.
Slide 14

16. 7. DISTRIBUTION PROBLEMS
Villages are scattered and
small.
Supplying products to all
villages is costly.
EXAMPLE:- A small village
with only 500 families may
not get regular supply of
branded products because
companies don’t find it
profitable. Slide 15

17. # OPPORTUNITIES OF RURAL MARKETING
1. LARGE CONSUMER BASE:
70% of India’s population
lives in rural areas.
Huge demand for daily-use
and agricultural goods.
Example :- HUL earns major
revenue from rural India.
Slide 16

18. 2. GOVERNMENT SCHEMES &
INFRASTRUCTURE GROWTH
Better roads, electricity,
internet and banking
facilities.
Easier product distribution
and communication.
EXAMPLE:- PM Gram Sadak
Yojana & Digital India
improving connectivity.
Slide 17

19. 3. GROWTH OF RURAL E-commerce
Internet (jio) and
smartphones reaching
villages.
People ordering goods
online.
EXAMPLE:- Amazon,
Flipkart and Meesho
delivering to rural pin codes.
Slide 18

20. 4. AFFORDABLE & SMALL- SIZE PRODUCTS
Companies offer low – priced
and small packs to attract rural
buyers.
Helps rural consumers try
branded products.
EXAMPLE:- Rs.1 shampoo
sachets, rs.5 biscuits, rs.10
creams.
Slide 19

21. 5. RURAL ENTREPRENEURSHIP GROWTH
Local entrepreneurs and
self-help groups rising.
Rural marketing supports
small businesses.
EXAMPLE:- Women SHGs
selling papad, pickles,
handicrafts.
Slide 20

22. 6. CULTURAL & FESTIVAL PROMOTION
Companies can promote
products in local fairs and
festivals.
Builds emotional
connection with rural
consumers.
EXAMPLE:- Telecom
companies promote during
KUMBH MELA & Local Haats.
Slide 21

23. 7. EXPORT AND AGRICULTURAL
OPPORTUNITIES
Rural areas produce export
– quality goods.
EXAMPLE:- Handicrafts,
organic products and agri-
goods exported abroad.
Slide 22

24. FUTURE OF RURAL MARKETING
• More focus on digital & e-
commerce.
• Green energy products (solar
lamps, solar pumps)
• Health & education services.
• Startups targeting rural needs.
• Rural India = growth engine of
Indian economy.
Slide 23

25. CONCLUSION
• Rural marketing plays a vital role in India’s overall economic growth.
• It helps connect villages with cities- creating a bridge between producers and
consumers.
• Though there are many challenges like poor infrastructure, low literacy, and
cultural barriers- companies are finding innovative solutions.
• The future of rural marketing is bright due to rising income, digitalization and
government schemes.
• Rural India is no longer backward – it is becoming modern, digital and
aspirational.
• When rural areas grow, the entire nation grows, leading to inclusive and balanced
development.
Slide 24

26. REFRENCE :-
• Ashok Jain, Varun Jain and
Pallavi Jain. Rural Marketing
(semester – 3). Vk Global
Publication Pvt. Ltd.
Slide 25