The rural retail market is growing at nearly double the rate compared to the urban retail market. 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 number of retail outlets across states covering 609 villages in 67 socio cultural zones. The total number of retail outlets is estimated to be 4.1 million with states of Maharashtra, Uttar Pradesh and West Bengal adding to 38% of the total rural retail stores. On the other hand, hill states and north east region add up to 6% of the total outlets.

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