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Rural markets in India have become increasingly attractive because of their large population, growing purchasing power, improving infrastructure, and changing consumption patterns. Rural India represents a significant share of the country’s population and provides a vast customer base for retailers. Rising agricultural incomes, government welfare programmes, rural employment opportunities, better education, and increasing access to banking and digital payments have contributed to the development of rural consumption. One major factor making rural markets attractive is their relatively untapped potential. Compared with urban markets, many rural areas have lower penetration of branded consumer goods, organised retail, modern appliances, personal-care products, and packaged foods. This creates opportunities for retailers and manufacturers to expand their presence. Rural consumers are also becoming more quality-conscious and willing to purchase branded ____ _______ ____ __________ ___.
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