70% of India’s population lives in villages.

The size of the rural economy is estimated to be Rs 12 trillion and is expected to touch Rs 16 trillion 2012-13. Non agriculture activities are on the rise. The rural retail market is growing at nearly double the rate compared to the urban retail market. By 2012, rural retail in India is set to touch US $60 billion. Rural markets in high GDP states have always been targeted by rural marketers. The Rural Marketing Agencies Association of India and Francis Kanoi Marketing Research estimated the total number of rural retail outlets to be 4.1 million.

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