In this rapidly evolving retail era, the rural market relatively rules the Indian economy. So, most businesses seek to reach the rural market and rural consumers in India. Rural India is one of the essential and huge markets which is changing fast with time. The rural market in India is somewhat like a separate entity in itself and is highly influenced by the social and behavioural factors operating in the country.

Indian FMCG is the fourth-largest sector of the economy. There are three main segments in the sector — food and beverages, which accounts for 19% of the sector; healthcare, which accounts for 31% of the share; and household and personal care accounting for the remaining 50% share. The urban FMCG market contributes to about 55% of the revenue share, while the rural segment accounts for 45%. The Indian processed food market is projected to expand to US$ 470 billion by 2025, up from US$ 263 billion in 2019-20.