Branding involves a gamut of activities the sum total of which lead to the creation of the brand. But when the scenario is looked under the lens of rural market, the variables and dynamics of marketing and communication get redefined. Let’s take the case of India, a country which is witnessing robust growth and a booming economy.

The growth in the country is happening at a steady rate as foreign funds flow to fund infrastructure and consumer markets that seek to tap the rural domains in an extensive manner. So, how do the dynamics change with the change of settings i.e. from a urban market towards rural markets. Are the rules different in this case? Well, the rules may be the same but the perspective of approaching things might be different. In other words, it calls for looking at the scenario with a rural and pragmatic lens.

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