Rural markets are gaining importance in emerging economies. A large number of businesses are involved in the marketing of various products in the rural areas of India and elsewhere. 2/3 of Indian population live in rural areas and almost half of the national income is generated from there. The Indian rural market has a huge demand base & offers great opportunities to marketers. Rural Market is growth engine of Indian Economy According to many market research agencies. Indian rural market is witnessing fast change in its consumption pattern, due to number of factors. As everyone know that Indian Rural Marketing is a very complex and unique thing to be forecast. It has been observed that in rural market many companies have entered and proved themselves with proper understanding of the market an innovative marketing idea. It is very difficult for the companies to overlook the opportunities they could from rural markets. The companies have to overcome the challenges. The present paper consists of the importance of rural market for companies in modern time, challenges that has to be faced by companies, opportunities, communications & other strategies to overcome challenges in rural market.    

Keywords: Rural Marketing, Strategies, Opportunities, Challenges, Growth Engine,

                           Forecast.