About Book
India lives in her villages—a phrase we've heard often, but perhaps never truly understood in its full economic and entrepreneurial potential. Over the past decade, the narrative around rural India has begun to shift. What was once viewed primarily as a recipient of policy and aid is now emerging as a dynamic contributor to the country’s economic future.
This book, **“Rural Marketing and Entrepreneurship: Unlocking the Potential of Rural India,”** is an effort to explore, document, and celebrate that transformation.
In our research and writing, we’ve drawn insights from grassroots innovators, successful rural entrepreneurs, visionary policy frameworks, and evolving consumer trends that point to one undeniable truth: rural India is no longer a peripheral market—it is the next growth engine. With rising incomes, deeper internet penetration, and a growing aspiration for quality and convenience, rural consumers are becoming more informed, more connected, and more discerning.
At the same time, entrepreneurship is no longer an urban phenomenon. From small-scale dairy cooperatives in Gujarat to agri-tech startups in Maharashtra, from women-led self-help groups in Odisha to rural tourism initiatives in Rajasthan—the spirit of enterprise is thriving across India’s villages.
This book is meant for students, researchers, marketers, policymakers, entrepreneurs, and anyone who seeks to understand the intricate and inspiring fabric of rural India. It brings together concepts, real-world case studies, policy impacts, challenges, and future trends in a format that is both accessible and analytical.
We hope this book serves as a roadmap, a resource, and above all, an invitation—to engage with rural India not as an outsider, but as a participant in its growth story.
Let us unlock the potential that lies beyond the cities. The future is not only urban—it is rural, resilient, and ready.
About Author
Dr. Kiran Shinde is a passionate academician and committed professional with over a decade of experience in the field of management education. He holds a Ph.D. in Management from the prestigious Savitribai Phule Pune University, where his research focused on the evolving dynamics of rural markets and entrepreneurship in India. His academic journey began with a Bachelor of Business Administration (BBA) and Master of Business Administration (MBA) in Marketing from Sanjivani College of Engineering, where his interest in consumer behavior and grassroots enterprise first took root. He has written several research papers in prominent journals.
This book, “Rural Marketing and Entrepreneurship: Unlocking the Potential of Rural India,” is an outcome of his deep engagement with the subject, enriched by years of field observations, academic inquiry, and his unwavering belief in the transformative power of rural India. When he isn’t teaching or writing, he enjoys spending quality time with his family and mentoring young professionals eager to make a difference in emerging markets.
Dr. Ashish R. Jaswal is a prominent academician and marketing professional with over 25 years of experience in higher education and industry. He combines scientific rigor with strategic business acumen, enhancing confidence in his expertise. Before entering academia, Dr. Jaswal held key positions in the pharmaceutical sector, including Territory Manager at Nicholas Piramal (India) Ltd and Area Business Manager at Sahyadri Pharma Pvt. Ltd., where he developed strong leadership and marketing skills. His academic journey includes more than 20 Faculty Development Programs at recognized institutions such as IIM-Kozhikode and IIT Kharagpur, alongside specialized courses in Services Marketing and Business Analytics. As an accomplished researcher, Dr. Jaswal has authored 25 research papers, with 11 published in UGC CARE-listed journals, and has presented at 15 national conferences. He is committed to advancing marketing and education. Dr. Jaswal aims to bridge theoretical and practical knowledge, inspiring future learners and leaders through mentorship and innovative teaching. His mission is to promote positive change in academic and professional landscapes.
Dr.Tanaya Patil is a master practitioner of soft skill trainings especially at workplace .With over 17 years of academic and 05 years of sales and varied experience –working as a management Practitioner, head of the department at MBA institute , a consultant , - she is currently HR Advisor and Mentor for many . Dr.Tanaya Patil is also on the Panel of Trainers for ISTD , ICERT ,AIMA and PIMA has been awarded with Nashik leadership award in Women category by WCC .She is designated with various titles like miss personality ,Nashik ,best voice –JCC Nashik and Miss Rotaract-Nashik.
