Journal Press India^®

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India is often considered as an agricultural country. Since the independence, India took a prime concern to feed the newly sovereign born people and India has successfully accomplished the agricultural targets. Considering the hefty population of the country, there is need to expand the nourishment level and for this very reason, the prime objective is to develop agriculture and agricultural marketing. A vast part of Indian population lives in rural areas or villages. In other words, 68.84% Indian population lives in 6, 40,867 villages and its size is more than 833.33 million. This is Indian rural market and its size itself expresses about its capacities. During the global downturn, it was Indian rural market that escaped Indian economy from the bad impact of recession. “Go rural” is the slogan of marketing Gurus after analysing the socio-economic changes in villages. Rural people depend on agriculture directly or indirectly. Now the need of the hour is to improve the marketing of agricultural produce so that farmer must get maximum shares in the consumer money. For country’s progress, rural marketing is must and for rural marketing (advance) agricultural marketing is the heart. The purpose of this paper is to highlight the prominence of agricultural marketing for the progress of the rural India. The paper also discusses the various problems of agricultural marketing as well as inspects the ways to advance the marketing milieu within rural areas.

Keywords

Rural Market; Agricultural Marketing; Challenges & Opportunities; Government Initiatives

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