In India ever since independence, marketing acquire a largely urban bias. Hence, there were very less attempt on the part of marketers to distribute products to satisfy rural needs. An apathetic attitude also due to the assumption that the rural consumer are poor and had no purchasing power to...

The rural villages in India epitomize essence of Indian civilization as it is considered a repository of traditional mores and folkways. Rural villages are the integral part of the nation, not just as places of abode, but as the custodians of culture, tradition and the spit of the nation itself....