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THE RURAL MARKETING ENVIRONMENT
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CHAPTER 2
15
products were not sizeable enough to attract the attention of urban marketers.
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Rural markets were not very accessible. The poor infrastructure of widely scat-
tered villages made them unreachable and expensive in terms of logistics.
Consequently, rural markets were conveniently ignored, as they were seen as exten-
sions of the urban markets.
However, from the 1990s, India’s industrial sector gained in strength and maturity. A
new service sector emerged, signifying the transition of an agricultural society into an
industrial one. Meanwhile, the increased Plan outlay of central and ...
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