Rural marketing has been emphasized as a tool to achieve inclusive sustainability in business, social justice, equality and development of nation. Moreover, FMCG (Fast Moving Consumer Goods) companies should understand that urban-rural divide continues to exist. This study is an attempt to...

According to an India online landscape study (Juxt, 2010), the number of active Internet users in India stands at 65 million, of which 17 million are online shoppers, indicating a growth of 70% from the previous year. The statistics alone are enough to denote the potential of e-commerce in...