• Padam Bhushan

In the recent years, rural markets have gained importance and have attracted the marketers’ attention due to the substantial increase in purchasing power of rural people. Rural markets are offering opportunities as huge undiscovered or untapped market, increase in superfluous income, and increment in education level and also huge penetration scope. To utilize these opportunities, a unique promoting methodology “Rural Marketing” has developed. Rural marketing is a procedure of creating, estimating, promoting and disseminating rural specific products and services guiding to preferred exchange with rural customers to fulfill their necessities and needs, furthermore to accomplish organizational goals. The rural segment is developing at a sound pace of 8%-10%/annum and is anticipated to include US$ 100 billion in utilization demand by 2017. Inspite of the fact about the huge potential and generous growth opportunities in rural marketing, yet there are a few challenges which have created constraints in tapping rural markets. The size of Indian rural areas is becoming greater than many organizations initially thought. More organizations are extending their base in India's rural markets than never before and all for good reason. First and foremost, the business environment is enhancing, on account of better base and the developing number of consumers and getting the goods and services which are supporting their aspirations. This study is a forward stage for exploring different studies which should be adopted in rural markets and this paper also tries to understand the present scenario of rural markets and their importance, Opportunities, Potentiality and Challenges or the problems which are being faced by rural marketers.

Marketing, Rural marketing, Challenges, Rural consumers, surplus income, Scenario, Potentiality.

"“Exploring new possibilities of Rural Marketing in India”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 1, page no.588-596, January-2019, Available :http://www.jetir.org/papers/JETIR1901B76.pdf

"“Exploring new possibilities of Rural Marketing in India”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 1, page no. pp588-596, January-2019, Available at : http://www.jetir.org/papers/JETIR1901B76.pdf