70% of population 6,27000 villages; 790 millions Indians In 2001-02, LIC sold 55% of its policies in rural India. Of the two million BSNL mobile connections, 50%

are in small towns / villages. Of the six lakh villages, 5.22 lakh have a Village

Public Telephone (VPT). 42 million rural households are availing banking

services in comparison to 27 million urban households.

Investment in formal savings instruments: 6.6 millions households in rural and 6.7 million in urban India

Shanty Market Rural Fairs & Melas Farmer’s Market Village Hi-street Speciality Rural Retailing

E-choupal, choupal sagar & choupal fresh Aadhaar Retail: JV b/w Future group &

Godrej Agrovet Ltd. DSCL’s Hariyali Kisan Bazaar: DCM Shriram

Consolidated Limited (275 stores, across 8 states); hariyali first

Project Shakti: HUL initiative Kisan Seva Kendra: IOCx`

Lack of literacy and awareness Low per capita income Wide geographic spread. Gaps in road and Telecommunications

connectivity. Lack of reliable electricity and water supply Limited Distribution network for example

cold storage. Competition from local players