Building Competitiveness in the Indian Rural Sector: The Role of Innovative Marketing Strategies
Author : Pritam Mahapatra, Dr. Pradeep Kumar Harpal and Dr. Sidhant Mohanty
Abstract :
India's rural sector, which constitutes approximately 65% of the population, represents a vast and untapped market for businesses. In recent years, innovative marketing strategies have emerged as essential tools to penetrate this market. This research paper explores various innovative marketing approaches that companies are employing in rural India. It highlights the unique characteristics of rural consumers, the challenges companies face, and the marketing innovations that have proven effective. The paper also discusses the role of digital technologies, social media, and grassroots engagement in shaping marketing strategies. Using both primary and secondary research, the study examines key drivers of success and evaluates their impact on the rural market landscape.
Keywords :
Rural marketing, innovation, digital strategies, grassroots marketing, Indian rural economy, consumer behavior.
