India is one of the largest emerging market with a total population above one billion. After post-liberalization the presence of MNC showing intense competition among companies for their product. They are coming with new products to attract customers. In such a cut-throat-competition era companies are coming with differentiated and innovative products to gain market share. Approximately 73 percent of the population lives in rural area while rest 28 percent in urban agglomerations. Since the major Indian population resides in rural area so there is a need to replace traditional urban strategy with innovative rural strategy. The current paper attempt to discuss the role of innovative marketing and innovative strategy in the market and it’s impact on customers.
Innovation, FMCG, Rural customers.
Priyanka Khare; Syed Haider Ali, The Scenario of Marketing Innovation in FMCG Sector, HCTL Open International Journal of Technology Innovations and Research (IJTIR), Volume 14, April 2015, eISSN: 2321-1814, ISBN (Print): 978-1-62951-946-3.