Advances in Economics and Business Vol. 3(7), pp. 261 - 271
DOI: 10.13189/aeb.2015.030702
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The Evolving Scope of Rural India


Anjan Chakravarty 1,2,*
1 Department of Management (Commerce), S St. Xavier's College-Autonomous, India
2 Department of Business Management, University of Calcutta, India

ABSTRACT

The scope of rural marketing in India is undergoing an evolutionary change. When we look at the human dimensions of economic growth and development our attention is immediately drawn towards India's rural areas. Nearly three fourths of its people live there and about a third of its Gross Domestic Product (GDP) is rural in origin. In this scenario, the paper tries to assess the reasons thereof for this fruition in the scope of rural marketing, which is just not a theoretical presentation but also a practical prescription for conglomerates which would venture into this developing arena for a profitable return.

KEYWORDS
Rural Population, Rural Consumer, Rural Marketing

Cite this paper
Anjan Chakravarty . "The Evolving Scope of Rural India." Advances in Economics and Business 3.7 (2015) 261 - 271. doi: 10.13189/aeb.2015.030702.