This article is part of a Spotlight series on rural marketing in India. Read more
India is primarily a rural economy with roughly 70% of its population and 50% of its consumption coming from rural areas. There has been rapid urbanisation in the last few years but rural India is still a prime component of the country’s GDP growth with a contribution of 46% to national income (Niti Aayog 2017).
The agrarian economy of rural India has also been witnessing a gradual occupational shift from farm to non-farm employment. However, as per Niti Aayog’s report...