E-COMMERCE AND RURAL MARKETING INNOVATIONS IMPACT ON RURAL MARKET OF INDIA

The marketing strategies designed for urban markets cannot be directly scaled down and applied in rural markets. A thorough understanding of the social, cultural and economic factors specic to rural markets will go a long way in formulating strategies that are tailor made for rural consumers. An estimated 68.84% of the total Indian population living in villages (Census 2011) makes rural India the next big thing for businesses. The sheer size of rural India gives it a signicant share in the total Indian market, which from the marketer's perspective, translates into a huge customer base. Just like everything else in India, rural India too is changing. Education, access to technologies, and progressively increasing purchasing power is the new face of rural India.