The rural consumer goods market is anticipated to increase at a CAGR of 17.7% to reach $100 billion during 2012-2025, according to a report by India Brand Equity Foundation. Experts from the media, advertising and insurance businesses discuss how the rural market differs from its urban counterpart at the VCCircle India Loyalty Conclave 2016. One of the biggest challenges marketers face is defining the rural segment as many definitions already exist, depending on the product and category. Furthermore, to capture the rural segment, brands need to be constantly in touch with the rural consumer and they need to design products that are easy to understand. For broadcasters, reach is a challenge as content is skewed towards the urban segment and does not address the rural perspective.

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