Rural consumers in India depend heavily on agriculture with little work, income, and infrastructure historically. However, in the past 10 years, increased government spending has raised rural incomes. Many companies have grown by selling products to villages, with over 30 million Kisan credit cards issued, 25 million credit/debit cards in urban areas, 50% of LIC policies and BSNL connections in rural India, and 60% of Rediffmail users from small towns. Rural India now has a larger population and consumer market than some countries. Infrastructure is also improving, with 40-50% of villages now connected by roads, 70% with water supply, and 80-90% with phones and electricity, though only 27-40% have