or years now, �rural marketing� is an idea that has excited and frightened marketers. On the one hand is the obvious temptation: that the bulk of Indians - more than two thirds - live in villages. On the other are all the unknowns that go with it underlined by the question: rural marketing, at what cost?

Because of its continuity in time, the IRS offers great value to marketers trying to understand the promise of rural India. It can help them come to grips with the potential and help them prioritise on which markets to focus.... more