The term ―rural which was earlier marketing usedasan umbrella term to refer to all commercial transactions of rural people, acquired a separate meaning of great significance in the 1990s.

Phase I (Before the 1960S):

Agricultural products like FOOD grains and industrial inputs like COTTON, sugarcane ETC., were the primary products marketed during this period.

Phase II (1960s –1990s):

The green revolution changed the face of rural India, ushering in scientific farming practices with the advent of agricultural inputs and IMPLEMENTS. Poverty – stricken villages turned into cash –rich centers.

Phase III (1990s to the present) :

The existing rural markets for these products were not sizeable enough to attract the attention of urban marketers. The growth of urban markets during this period kept marketers busy. Consequently, rural markets were conveniently ignored, as they were seen as extension of urban markets.

The term ―rural which was earlier marketing usedasan umbrella term to refer to all commercial transactions of rural people, acquired a separate meaning of great significance in the 1990s.

Phase I (Before the 1960s):

Agricultural products like food grains and industrial inputs like cotton, sugarcane etc., were the primary products marketed during this period.

Phase II (1960s –1990s):

The green revolution changed the face of rural India, ushering in scientific farming practices with the advent of agricultural inputs and implements. Poverty – stricken villages turned into cash –rich centers.

Phase III (1990s to the present) :

The existing rural markets for these products were not sizeable enough to attract the attention of urban marketers. The growth of urban markets during this period kept marketers busy. Consequently, rural markets were conveniently ignored, as they were seen as extension of urban markets.