Name: B.S. Yogesha
Country: India

Year: 2018
Volume: Volume-5, Issue-1 (January-June)
Page Number: 93-103

The majority of the Indian population resides in the rural areas while the urban areas has been the focus of most domestic and international marketers in the country. Rural marketing in India has inherent challenges and opportunities that need to be overcome so as to realize the market potential of the sector as estimated by private and public players. This paper attempts to review the contemporary developments, initiatives and insights of rural consumer behavior. The initiatives of the Indian Government support the inclusive development policy of the country and the efforts to understand the rural consumer highlight the interest that both domestic and international marketers are taking for rural marketing in India.