Rural markets till now have been a mystery to marketers and this fear of the mysterious has kept them away from a gigantic opportunity lurking beneath the seemingly difficult terrain. Many companies have ignored the rural markets leaving their potential unexploited. This is a huge opportunity for any company willing to foray into these markets. This is perhaps the biggest market in terms of scale with 70 % of the population residing in 138 Million Households. 53 % of the FMCG sales and 54% of Durables sales come from rural markets. Can you afford to ignore this tantalizing prospect ?