Publication

Abstract : The proportion of services contributing to the Gross Domestic Product (GDP) of most countries across the world is rising. This rise in the services sector as opposed to theagriculture and manufacturing sectors has seen an explosive growth in the past decade. Many traditional product companies today have a substantial proportion of their revenues coming from services that they offer to existing customers and new customers.In recent years, rural markets have acquired significance in countries like China and India, as the overall growth of the economy has resulted into substantial increase in the purchasing power of the rural communities. Also rural market is getting an importance because of the saturation of the urban market. The urban market is more or less saturated as most of the capacity of the purchasers has been targeted by the marketers. So the marketers are looking for extending their product categories to an unexplored market i.e. the rural market. Innovations are necessary to be in the field of business and service industry is no exception. Investments and development efforts in infrastructure and education by the Central Government have made many rural areas attractive to entrepreneurship.