Competitive strategies of corporates in rural markets: issues & challenges

Abstract

Thirteen years into the post millennium era, rural India is no longer viewed as a burden, either to the economy or the marketer, rather; it is seen as a new avenue for penetrating and widening the horizon of marketing activity. Ever since the last two decades, there has been a paradigm shift in the marketers approach to avenues of profit generation and market penetration. Marketers have shifted their gaze to the rural customer as the longstanding romance between marketers and their urban customers had reached a stagnant state. They have since been wooing the Indian Rural Market in a win-win success story. The prime reason for this switch being cut throat competition in urban markets and the huge potential in rural markets.

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