The increasing importance of the rural market accounts for the increased focus of marketers there for product development, advertising, better sales and logistics. For instance, while the fitness market is a high- growth market, the rural and urban contexts differ. Brands in functional foods, sportswear and exercise equipment market are busy mapping rural consumer needs.
Global pharmaceutical and life sciences company Bayer is eyeing the growing market for over-the-counter (OTC) products in India. And has a strategy in place for expansion.