Strategies for Marketing to the Rural Customer in India:The 4 as Model of Rural Marketing

The present paper brings together recent research findings and on-ground efforts of marketing to the rural Indian customer. The major premise of the paper is that to serve the rural markets, marketers need to plan and implement the 4 As of marketing mix. Drawing from literature review as well as from real life marketing exercises as found in news articles in business periodicals, textbooks, and case studies, the paper presents the Indian rural marketing experience so far. By bringing out the current practices in rural marketing in India, the paper demonstrates strategies for effective marketing to the rural markets in India as anchored on the 4 As model of rural marketing.