THE CHANGING FACE OF FMCG MARKETING IN RURAL SECTOR

Abstract

The Indian rural market with its vast size and d emand base offers a huge opportunity that companies cannot afford to ignore. We are a country with 1.12 billion people of which 70% live in rural areas which means more than 700 million people spread around 6,27,000 villages. India's rural population compr ises of 12% of the world's population presenting a huge, untapped market. This paper critically examined the current status of Indian rural marketing in present economic scenario. Itanalysed the problems prevail in the rural marketing. It does quest the opportunities, rural marketing strategies, problems along with challenges exists in rural marketing. Due to the media explosion and increasing literacy levels, people in rural areas are becoming conscious about their lifestyles and demanding a better life . With increasing disposable incomes, the rural consumer has become more demanding & choosier in his purchase behaviour than ever before. Brand consciousness is on the rise and marketers have realized this. As urban markets are getting saturated for consum er goods, marketing executives are fanning out and discovering the strengths of large rural markets.

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