A STUDY ON RURAL MARKETING PERSPECTIVE OF FAST MOVING CONSUMER GOODS (FMCG).

India is a synonym with a wide range of diversity. Even in the state and union territories, which have been carved out based on culture and lingual communality, witnessed a marked variation in the economical socio-cultural background communality distinct. The rural consumers are not always “distant cousins” of the urban fold. They have their distinctpersonality and independent thinking based on the strong set of beliefs and values. Thanks to television and developments in transportation, today, a customer in a rural area is quite literate about the countless products that are on offer in the market place. The sector is excited about burgeoning rural population whose incomes are rising and which is willing to spend on goods designed to improve lifestyle. Also with near saturation and cut throat competition in urban India, many producers of FMCG are driven to chalk out bold new strategies for targeting rural consumers in a big way.