International Journal of Commerce and Management Research

Authors
Smitin Belchada

Abstract
India is not represented by its few metropolis, but by 70% land surface which is categorised as rural. Rural India is emerging and fast moving in the direction of a developed nation. During its six decades of planned development, there has been significant progress in different sectors of the economy. Rural Market has always been a difficult place for the Indian marketers. With its diversity as its strength and pride, it has become an arduous task for the marketer to come up with an idea that would afflict positively to the rural market. With its, 649, 481 villages and 833.1 Million people it holds the key for successful business ventures. Within its simplicity of lifestyle lies the complexity of persuading people and creating a new niche for demand within.In this backdrop the paper examines the recent micro and macro level changes that have shaped Indian rural market to what it is presently and it attempts to study the opportunities and challenges faced by Indian marketers and ultimately deriving a new term of ‘Bucolic Dynamism’.