By Anoosha Singh & Zeenita Patra
Rural India is a market and a movement.
Villages now lead cities in affordable premium FMCG consumption, holding a 51% volume share, up from 45% in 2021, reports Numerator, formerly Kantar (Economic Times India).
With 893 million people, contributing $2 trillion to India’s GDP and driving 45% of FMCG sales, the rural ecosystem isn’t “the last frontier”, it’s the fastest growing marketplace.
And at the heart of it?
Rural Marts. Mini powerhouses of possibility run by women entrepreneurs, turning villages into vibrant economic hubs. So, what does it take to go from stall that survives ➝ mart that thrives?
Let’s break it down into 9 essentials:
1. Location, location, location!
A rural mart tucked away in the back lanes is like a blockbuster movie with no release date, nobody shows up. The golden rule? Be where the buzz is, near weekly markets, bus stops or the village square.
Visibility = Sales.
Women from a Self-Help Group (SHG) packaging products at the Melghat Haat rural mart under MAVIM in Amravati, Maharashtra
2. Products people actually want
It is not enough to stock shelves with whatever is available. The real winners? A smart mix of:
- Daily essentials (oil, rice, dal, soaps)
- Local specialties (pickle, papad, handloom and crafts)
- Seasonal hits (mango jam in May, diyas and lights during Diwali, rakhis in August)
Think: “what will fly off the shelf?” Not: “what can we put on the shelf.”
3. Packaging that pops
Goodbye dull bag packaging, hello Instagram-worthy packs! Rural marts need products that look like they belong in a big-city store, but at the same time have a warm welcoming feeling to the rural community like neat labels, pleasing colors and clear pricing.
Because let’s face it, packaging is the silent salesperson.
4. Pricing that feels right
Everybody loves a good bargain. These smart mart tactics, without creating a hole in your margin inflows, could help you play it cool:
- Competitive pricing with nearby shops
- Special offers (“Buy 2 pickles, get a papad free!”)
- Loyalty schemes for repeat customers
“Rural marts are spaces where women entrepreneurs grow wings, local economies get stronger.”
5. The people factor
A mart is only as good as the people managing it. Friendly shopkeepers who greet customers, connect with their requirements, share product stories and make you feel at the right place. That is gold.
Bonus: Local women-led marts have that extra trust factor.
6. Promotion is not a luxury
From hand-painted wall ads to WhatsApp forwards, rural promotion is all about creativity and connection. Why not have a “Saturday Tasting Day” for new pickles or free chai coupons with purchases over ₹100? If you are not making noise, the mart stays silent.
7. Partnerships = Power
Tie-ups with local SHGs, farmers, even nearby schools and offices can keep the supply-demand wheel turning. Think: uniforms from the mart, snacks for community functions, bulk orders for weddings.
8. Digital is the new Dukan
QR codes for payments, WhatsApp groups for orders, maybe even a little Insta page for the mart, rural doesn’t mean offline. Smart marts blend tradition with tech.
9. Community vibes
At its best, a rural mart is more than a store, it is a hangout spot. A place where women showcase their skills, where local individuals test new products, where neighbors stop for both shopping and gossip. That is how loyalty is built.
The big picture
Thriving rural marts are not accidents. They are built on strategy, energy and a dash of creativity.
They are spaces where women entrepreneurs grow wings, local economies get stronger and customers get products that are authentic and proudly “Made in My Village.”
An assessment of rural Maharashtra’s marts
Women on Wings assessed Maharashtra’s Mahila Arthik Vikas Mahamandal’s (MAVIM) Tejaswini rural marts to evaluate performance and develop pilot principles for revenue growth. Findings, refined with store staff and managers, identified challenges and led to actionable, marketing-focused recommendations to improve store performance and ensure sustainable growth.
Read about Melghat Haat, one of the marts involved in our assessment, which turned out to be the ideal mart, from where learnings could be adapted by the other marts which were assessed.
Anoosha Singh is Women on Wings’ Director-Women Entrepreneurship. Zeenita Patra is a Women on Wings’ Project Manager.
