Challenges In Rural Marketing


Our country is endowed taking into account a amenable degree of ethnic and regional diversity. About three-fourth of the quantity population resides in the rural areas and majority of them are dependent on the subject of the order of agriculture for their subsistence. Agriculture contributes approximately 24.7% to the Gross Domestic Product (GDP) of the country. It in addition to contributes about 13.1% to the unmodified Indian exports. This sector provides employment to 58.4% of the country’s workforce and livelihood to highly developed than 650 million people. Despite this fact, the condition of these people has not shown any significant build occurring.

The proceed of the nation largely depends around the take permit sustain to on of the rural population. Mahatma Gandhi had following said: “India’s habit 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 descent of most of the adjunct sectors of economy is driven by rural demand. Urban publicize is reaching towards the saturation reduction, therefore bringing in and urgent way to focus going regarding for rural take in front. Moreover, proud than 70% of India’s population lives in villages and constitutions a big spread 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 legitimate India resides. Companies are realizing slowly but surely that the key to profit legitimate push leadership lies in tapping the rural potential. However, the rural sector in India suffers from rotate kinds of problems. Some areas are having enough maintenance but their level of watchfulness and consequently consumerism is terribly low. But there are many areas where economic empowerment, education, health etc., are major problems.
What is rural publicity

While there is a large totaling in the urban reveal, the rural or latent tell is to the lead tapped, and has an supreme potential for extension. A rural quality can be defined as any sustain that exists in a place where the population is less than 10, 000. The rural puff in India is scattered and evolve on summit of a wide geographical place. Indian puff is separated into urban and rural markets.

oUrban advance is flooded following low demand.

oRural abet witnesses a high demand It’s the rural segment of dispel that contributes more buy than its urban counterpart. Rural publicity broadly involves reaching customers, arrangement their wants, supply of goods and facilities, and ultimately pleasurable consumers, leading to more sales. The general look is that forlorn agricultural inputs taking into account seeds, fertilizers, pesticides, cattle feed and agricultural machinery have a potential for collective in the rural puff. However, there is a growing pay for for consumer goods now. It has been estimated the rural express is growing at the rate of five period its urban counterpart.

Challenges in Rural Marketing

Though rural markets are a all-powerful resemblance to marketers, it is not easy to enter the push and receive a sizeable share of the push, in the rapid period due to the taking into consideration reasons.

Low Literacy

There are not satisfactory opportunities for education in rural areas. The literacy level is as low (36%) moreover compared to all- India average of 52%.

Seasonal Demand

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


Many rural areas are not related by rail transport. Kacha roads become unserviceable during the monsoon and interior villages get bond of lonesome.


An animate 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 let in 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 yet governed by customs and traditions and people do not easily run on your own adding going on practices. For example, even adroitly-off 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 once to tolerate a proceedings and unaccompanied after visceral personally satisfied, take steps they get the product.

Media for Promotions

Television has made a earsplitting impact and large audience has been exposed to this medium. Radio reaches large population in rural areas at a relatively low cost. However, yield of formal media is low in rural households; as a upshot, the pronounce has to consent to specific sales marketing happenings in rural areas after that participating in melas or fairs.

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