• Dr.Ch. Rajalingam

Around the world, four billion people lives in poverty and marketing firms are still struggling to turn them into customers. For the past decade, business visionaries have argued that these people, dubbed the ―Base of the Pyramid‖, make up an enormous, untapped market. Some of the world's biggest, savviest corporations have aimed to address their basic needs — by selling them everything from clean water to electricity and from FMCG to consumer durables. Improving the lives of billions of people at the bottom of the economic pyramid is a noble endeavor. It can also be a lucrative one. Fast pace of technology advanced every sphere of social, economic, political cultural life, produce, reduce costs, distribute, and expect higher profits. The focus is on tapping the rural markets. Urban markets have saturated lied to look rural markets.

Base of the Pyramid, Rural Marketing, Rural Markets, Multi-Cultural, Multi-Lingual Varsity, Business Visionaries & FMCG

"Understanding Rural Markets – A Study of Potential Opportunities and Challenges", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.3, Issue 2, page no.171-179, February-2016, Available :http://www.jetir.org/papers/JETIR1701A19.pdf

"Understanding Rural Markets – A Study of Potential Opportunities and Challenges", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.3, Issue 2, page no. pp171-179, February-2016, Available at : http://www.jetir.org/papers/JETIR1701A19.pdf