Vol. 1, Issue 5, Part A (2015)

Abstract
This paper examines the potential that Rural India is offering a good opportunity to FMCG companies to gain a profitable share in rural markets. This share can be a key to future growth for FMCG companies. In rural India scenario is changing now the rural consumers have specialised wants and preferences. They are adopting the urban standard of living slowly as their rise in income, more employment opportunities, more opening of schools and colleges in rural areas, especially by private players are providing them with a new thinking and consumption pattern. This changing environment in rural areas gives FMCG companies an opportunity to grow and earn profitably by grabbing this opportunity.