The Evolving Scope of Rural India

摘要

The scope of rural marketing in India is undergoing an evolutionary change. When we look at the human dimensions of economic growth and development our attention is immediately drawn towards India's rural areas. Nearly three fourths of its people live there and about a third of its Gross Domestic Product (GDP) is rural in origin. In this scenario, the paper tries to assess the reasons thereof for this fruition in the scope of rural marketing, which is just not a theoretical presentation but also a practical prescription for conglomerates which would venture into this developing arena for a profitable return.