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In this issue

Rural India presents an opportunity of potentially adding USD 1.8 trillion to the Indian economy. The sector, on many important parameters, is doing much better than urban and is rapidly turning into a preferred destination for many big brands. However, marketers should not attempt to mould the rural population to urbanize senselessly and without directions. Rural population has its own strengths, roots and deliverables that will enable these people to carve out a parallel place alongside their urban partners.

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