Issues, challenges and opportunities in the digitalization of rural markets

Abstract

BACKGROUND: Digitalization widely connected the MNCs and urban consumers. Though not much efforts were made to reach the rural markets, the Indian government must recognize the problems and challenges to digitally connect such rural consumers. OBJECTIVE: This study aims to highlight the problems and challenges that the Indian rural markets are currently undergoing through digital transformation and also discusses the possible avenues for rural development and growth of the national economy. METHODS: This paper studies the extant literature on the Indian rural market and understands its potential resources for which the Indian government is leveraging efforts for the national wide digitalization. The study conducted focused group discussion (FGD) with 23 industrial digital marketing experts who are working in rural areas. RESULTS: The findings illustrated literacy rate, resources non-availability, obsolete traditions and culture, unemployment, low income, crime and violence as problems; communication barriers, lack of government coordination, inadequate media coverage, lack of infrastructure, varying purchasing decisions as challenges; easiness through ICT, penetrating into export-import markets, expanding consumer markets, increase in employment as exciting opportunities. CONCLUSIONS: This research highlights the most potential barriers of rural markets and suggests a steady approach of digitalization to bring the rural consumers closer to the entrepreneurs.