Today, the only constant thing in an evolving market is the change in consumer dynamics. Over a period of time, the Indian market has come to stand as distinctly divided like the religions and castes of India. The Indian markets are categorised into urban and rural markets and each of these markets have its own characteristics and potential. Today, rural markets are the focus of Indian marketers for various reasons that include the current and future potential of the market. The size of the market covers two- thirds of country s population and half of the national income comes from rural...