India is a land of diversity and about 70% of the population lives in villages. Villages contribute significantly to the nation's economic development through producing food grains, vegetables, and fruits, among other things. The export of these agricultural products provides financial and foreign exchange revenues. "India is not Calcutta and Bombay, but India is seven hundred thousand villages," Mahatma Gandhi declared more than half a century ago. This phrase is as true today as it was back then. According to the 2011 Census, India has 640,867 villages with a population of 833.1 million people, accounting for 66.46 percent of the country's total population. Villages in India have long been overlooked, and they have never attempted to market their products to urban consumers. However, due to rising affluence among Indian urban consumers and increasing awareness as a result of technology advancements, the Indian consumer market has grown in recent years, making it appealing to both Indian and foreign businesses. Rural product marketing is still in its infancy in today's market, thus it's a difficult task to sell a rural product, and getting rural items into the urban market is difficult. However, with the right marketing plan, this can be accomplished. Exploring the urban market for rural products has become a necessity for rural business growth and expansion. Markets can be divided into two categories: urban and rural. The urban markets offer huge prospects for rural products, assuming that the rural items are properly formulated using the marketing mix. Rural: The NSSO defines rural as any territory which has population density of up to 400per km2, have no municipal board and minimum 75% of male working population is involved in agriculture and allied activities. The definition of rural is closely tied with the urban definition which is as follows: Urban: As per the Census of India 2011, the term urban has been defined as: 1. All places having a municipality, corporation, cantonment board etc 2. All places having a minimum population of 5000 and at least 75 of the population in engaged in non agricultural activities; and 3. An area where density of population is at least 400 persons per sq. km. Rural marketing is a developing concept, and businesses have recognized the value of an underserved market. With the intention of expanding into rural areas, the companies have upgraded their infrastructure and reach. Consumer awareness of the various brands accessible in the market has increased as a result of economic liberalization, resulting in a market size expansion. The definition given by American Marketing Association can be equally applicable in relation to rural segments. The word rural has to be added to the definition given by AMA for marketing, Hence, Rural marketing can be defined as a process of planning, and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchange that satisfy individual and organizational objectives. The word implies that marketing activities are undertaken in rural areas to satisfy rural segments. The selling of agricultural products from rural to urban regions and the marketing of manufactured goods and services in rural areas are the two major sectors of marketing. Rural marketing is a two-way marketing process in which items from rural markets are sold in urban markets, while goods and services from urban markets are sold in rural markets. It also include the movement of products and services within rural areas. Agricultural items such as food grains, oilseeds, cotton, sugarcane, tobacco, and others are traded from rural to urban areas. Fertilizers, pesticides, seeds, tractors, consumer durables such as mobile phones, bicycles, computers, and electrical and electronic items, as well as FMCG products, are all covered by urban to rural exchanges. The following are the steps in the rural marketing process: 1. Urban to Rural: An urban to rural transaction involves urban marketers selling items and services in rural areas. Pesticides, automobiles, bicycles, refrigerators, and laptop computers are just a few examples. 2. Rural to Urban: A rural producer sells his agricultural produce in the urban market in a rural to urban transaction. This can be done in a direct or indirect manner. In direct transactions, the rural marketer sells directly to consumers in Mandis and Haats, whereas in indirect transactions, middlemen, agencies, government co-operatives, and other intermediaries play a key role in the sale of agricultural products such as fruits, vegetables, grains, pulses, handicrafts, and other items. 3. Rural to Rural: It is a process which includes selling or exchange of agricultural products, tools, cattle, carts and others to another village in its proximity. Product marketing is a difficult endeavor in today's competitive marketplace. Companies compete fiercely for the right to sell their products. Identifying new markets has become a must for any company's growth and expansion. Markets are divided into two types: urban and rural. Urban marketplaces have become increasingly competitive and have achieved saturation. Rural marketplaces provide a great deal of business possibilities. The bulk of people in both emerging and developed countries reside in rural areas. As a result, there is a lot of room for product promotion in rural areas. Today's businesses have fully grasped the possibilities of rural markets. As a result, they begin to concentrate on rural markets.