India's rural market is undergoing a continual shift, and this emerging sector is seeing increased growth and obstacles. MNCs and domestic businesses are both trying with new approaches and methods to appeal to the most difficult rural market. Due to the expansion of ICT infrastructure in India's rural sector, e-business may have a bright future. Rural India's consumer dynamics are shifting, and marketers must adapt their plans and approaches to meet the needs of rural consumers. The obstacles and prospects in rural retailing are discussed in this study, as well as a novel paradigm for rural distribution.
Key words: MNCs, E-Business, consumer dynamics, rural marketing, ICT