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An identification and prioritisation of the significant barriers to rural markets is a prerequisite to deal with these markets effectively. The purpose of this paper is to identify and prioritise the major barriers to the rural markets in India. The methodology adopted was qualitative for collecting response from experts from academia and industry. Analytic hierarchy process (AHP) and fuzzy set theory is used for analysis. The study includes a comparative analysis of the responses from different groups of experts. Among all factors, organisational barriers emerged as the most important barrier category, followed by the operating environment barrier, product related barriers and customer related barriers. Organisational barriers, including top management commitment, their willingness and marketing team have emerged as the top hindrance in catering to rural markets. This paper signifies the importance of corporate orientation and decision-making along with product research and innovation supported by process innovation and infrastructural development wherever possible. The findings of the research can help top management and assist practitioners devise a strategy for rural markets
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