This article is part of a Spotlight series on rural marketing in India. Read more.

As one of the world’s largest emerging economies, India continues to be attractive target for brands, who recognize the country’s burgeoning buying power, being home to 1.339 billion would-be consumers.

Rural India accounts for around 70% of its population, which creates new and often unchartered challenges for brands keen to make an impact. Rural areas also account for around 50% of the country’s GDP, which according to Nielsen, is growing at around 1.5 times the rate of urban areas, with today’s USD$12 billion consumer goods market in rural India expected to hit USD$100 billion by 2025.

Challenges for India’s farmers