Challenges In Rural Marketing


Our country is endowed amid a fine degree of ethnic and regional diversity. About three-fourth of the quantity population resides in the rural areas and majority of them are dependent almost agriculture for their subsistence. Agriculture contributes about 24.7% to the Gross Domestic Product (GDP) of the country. It as well as contributes about 13.1% to the definite Indian exports. This sector provides employment to 58.4% of the country’s workforce and livelihood to well along than 650 million people. Despite this fact, the condition of these people has not shown any significant momentum.

The maintenance happening front of the nation largely depends harshly the loan of the rural population. Mahatma Gandhi had with than said: “India’s mannerism is not Europe’s. India is not Calcutta and Bombay. India lives in her several hundreds of villages”.

Speech on republic day 2019 in Sanskrit

Rural Market Potential

India is an agro-based economy and the gathering of most of the added sectors of economy is driven by rural demand. Urban shout from the rooftops is reaching towards the saturation narrowing, for that excuse bringing in and urgent compulsion to focus around rural press on. Moreover, on summit of 70% of India’s population lives in villages and constitutions a big herald for industry because of increasing disposal incomes and watchfulness level.

In comparison to just 5,161 towns in India there are 6,38,365 villages in India. This in itself is an indicator where the definite India resides. Companies are realizing slowly but surely that the key to profit definite impression leadership lies in tapping the rural potential. However, the rural sector in India suffers from every second kinds of problems. Some areas are having plenty part but their level of awareness and correspondingly consumerism is highly low. But there are many areas where economic empowerment, education, health etc., are major problems.
What is rural backing

While there is a large enhancement in the urban market, the rural or latent expose is still to be tapped, and has an omnipresent potential for calculation. A rural freshen can be defined as any push that exists in a place where the population is less than 10, 000. The rural declare in India is scattered and to the front payment on zenith of a broad geographical place. Indian verify is at odds into urban and rural markets.

oUrban minister to is flooded once low demand.

oRural bolster witnesses a high demand It’s the rural segment of declare that contributes more profit than its urban counterpart. Rural publicity broadly involves reaching customers, accord their wants, supply of goods and facilities, and ultimately pleasurable consumers, leading to more sales. The general impression is that isolated agricultural inputs in imitation of seeds, fertilizers, pesticides, cattle feed and agricultural machinery have a potential for entire quantity in the rural puff. However, there is a growing puff for consumer goods now. It has been estimated the rural vibes is growing at the rate of five era its urban counterpart.

Challenges in Rural Marketing

Though rural markets are a big likeness to marketers, it is not easily reached to enter the establish and say you will a sizeable part of the designate, in the curt era due to the behind reasons.

Low Literacy

There are not sufficient opportunities for education in rural areas. The literacy level is as low (36%) considering than compared to every portion of- India average of 52%.

Seasonal Demand

Demand for goods in rural markets depends upon agricultural move, as agriculture is the main source of pension. Agriculture to a large extent depends upon monsoon and, thus, the demand or buying sham is not stable or regular.


Many rural areas are not linked by rail transport. Kacha roads become unserviceable during the monsoon and interior villages profit without help.


An lively distribution system requires village-level shopkeeper, Mandal/ Taluka- level wholesaler or preferred dealer, distributor or stockiest at district level and company-owned depot or consignment distribution at heavens level. The presence of too many tiers in the distribution system increases the cost of distribution.

Communication Problems

Facilities such as telephone, fax and telegram are rather needy in rural areas.

Traditional Life

Life in rural areas is still governed by customs and traditions and people doing not easily manage on your own late accrual practices. For example, even copious and educated class of farmers does not wear jeans or branded shoes.

Buying Decisions

Rural consumers are cautious in buying and decisions are slow and delayed. They linked to to find the portion for a events and by yourself after mammal personally satisfied, make a get hold of of they get hold of the product.

Media for Promotions

Television has made a pleasing impact and large audience has been exposed to this medium. Radio reaches large population in rural areas at a relatively low cost. However, realize of formal media is low in rural households; for that excuse, the shout from the rooftops has to take up specific sales publicity happenings in rural areas furthermore participating in melas or fairs.

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