Rural markets in India have lately become an area that corporates just can't afford to ignore. The dynamics of rural India is worth studying. The products that are offered to rural consumers may or may not be different. But the way these products are marketed ought to be very different. Marketers always look for innovative ways to make their presence felt. But, what could be the possible communication strategy to reach the huge market called rural India? The regional disparities are many and there is a need for customized communication strategy for each region.

With perceived saturation in urban markets and growing income levels in rural markets, the potential of rural India cannot be ignored. HLL Shakti and e-Choupals notwithstanding, rural India still remains an enigma for many.While a lot of thrust is being given to marketing strategies for rural markets, especially distribution aspects, little is being talked about the specific communication strategies required there. This article intends to talk about typical communication strategies that one needs to adopt to cut across rural psyche.

The Census of India defines "rural" as: "Revenue villages with clear surveyed boundaries not having a Municipality, Corporation or Board, density of population not more than 400 per sq km; and where least 75% of the male working population is engaged in agriculture and allied activities." But the definition of rural area for marketing purposes varies from company to company and is based on calculation of Market Potential Value (MPV).

It is now an established fact that rural markets are growing in India. They constitute at least 742 million people, which is a huge potential. Two-thirds of India's consumers live in rural areas and almost half of the national income is generated here. And rural markets in India are still on an upward graph. According to NCAER Report of 2002, for both FMCGs and Consumer Durables, rural markets constitute 53% and 59% respectively, which is more than urban markets.

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