• Ronak Kumar Garg

Abstract  Purpose – The aim of the study is to identify the prospects in rural markets of India.  Design/methodology/approach – The present research is a combination of primary and secondary data collected with an aim to explore the scope of rural markets in the country. A detailed questionnaire was designed to obtain primary information and descriptive analysis was then used as the most common form of research. A sample size of 107 respondents was taken for survey.  Findings – The results revealed that the rural markets are a boon to the country, if proper planning and implementation is done whatever market is yet untapped can be explored and the country can make giant profits by concentrating on the selected sectors, i.e., FMCG. Also, the paper successfully confirms that rural markets in the country has vast potential to account super profits for the country.  Research limitations/implications – Collection of data was through secondary sources, if the research was further extended to collecting data from dealers and sellers and their perspective on the subject, the results could have been prompter and apt.  Practical implications – The study provides a look into the lucrative sector of the Indian economy, the rural sector. The country still has its roots in rural areas, therefore the practical applicability of the subject is immense and will prove to be beneficial for the readers who attempt to understand the wide impact of the rural market.  Originality/value –This paper provides an analysis of India's climate, challenges and solutions for rural markets. Rural marketing has become the new mantra of most companies, even though MNCs are looking to capture the wide Indian market in rural markets. The rural market consists of 70% of the population, twice the entire US market, and in countries such as South Korea, and Canada, in another 20 years, will become greater than the overall consumer market. Using primary and secondary information obtained from different segments of the industry. Linguistic, geographic and ethnic diversity and economic inequalities are exhibited here. Several businesses are pursuing cost-effective channels such as HUL/ITC/Colgate/Godrej/Nokia/BPCL, growing buying power sparked a lot of interest. Keywords: Rural Marketing, Rural Market Potential.

Rural Marketing, Rural Market Potential.

"Changing Scenario of Rural Marketing ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 2, page no.1021-1028, February-2021, Available :http://www.jetir.org/papers/JETIR2102119.pdf

"Changing Scenario of Rural Marketing ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 2, page no. pp1021-1028, February-2021, Available at : http://www.jetir.org/papers/JETIR2102119.pdf