International Journal of Commerce and Management Research

Authors
Dr. Jyoti Pradhan, Dr. DP. Misra

Abstract
In India approximately 70% of population lives in rural areas, therefore improvement in living conditions in rural areas is essential for the development of the wholesome Indian economy. More than 50% of the national income is generated in rural India and there are opportunities to market modern goods and services in rural areas and also rural agricultural products in urban areas. Rural markets have always been an intriguing segment for businesses. While these markets bring huge potential for growth and expansion, achieving sustainable volumes and optimal distribution networks in the remote rural areas, is often a huge challenge for businesses. This paper critically reviews the corporate innovations made in rural markets for better penetration using secondary data and case studies collected from various sources.