Rural Marketing, 3rd Edition by Pearson

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THE RURAL MARKETING ENVIRONMENT

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CHAPTER 2

39

4. Understand rural infrastructure, government

support, and its relevance for marketing

The government’s thrust towards improving the poor state

of rural infrastructure in recent years through the ambitious

‘Bharat Nirman’ programme, which has led to an impressive

growth in telecommunication, rural connectivity, pucca hous-

es, and electrified households, has compelled the corporate

sector to take another look at the changing face of rural mar-

kets. The fast improving rural landscape is creating an enabling

environment for the corporate sector, promising future growth.

At present, ...