Date Added: Feb 2010
India is on the march. Its momentum is not only evident in metros - it is apparent in small towns and villages as well. This paper chronicles the business sector's growing confidence in India's rural markets. It draws on the new Accenture survey results to demonstrate the strength of business leaders' belief in the future of the rural opportunities in India and their willingness to invest in the opportunities. The report offers a framework that highlights the characteristics of high-performance businesses in rural markets. The framework identifies three distinctive capabilities - the ability to create, shape and develop markets; the ability to adapt and optimize supply chains; and the ability to co-create value through innovative use of technology.