The rural markets are large and growing. A combination of factors have contributed to this phenomenon. Improvement in support prices for agricultural output, effects of the green revolution, non-taxable agricultural income are some of the contributory factors. Rural markets offer sustainable advantage in view of the highly competitive urban environment.
 
Economic analysts tell us that the distribution of income is slowly moving in favour of rural area. The number of rural consumers has been growing over the years. Prosperity in agriculture, widening retail network and impact of TV are expected to hasten this process.
 
MICA Rural Market Rating is a comprehensive guide which is designed to serve Industry's needs. Data has been collected based on the 1991 census reports. All the 459 districts of the country have been covered. A total of 42 socioeconomic indicators have been included to cater to the diverse needs of a large number of companies. Districts have been taken as units and the rating denotes the relative market potential of the respective districts.
 
In keeping with the changing times, we have combined information with state of-the-art technology. Digital technology has enabled us to add new features and include substantially large and relevant body of data. MICA Rural Market Rating is presented in a comprehensive, interconnected and actionable database to provide better understanding of the rural markets. This study is presented on a CD-ROM.