Agricultural and rural marketing are concerned with the rural population. Rural and agricultural marketing has so far been a vastly neglected and underexplored space of the Indian economy. Urban market is almost fully explored and is nearing saturation, it is becoming increasingly necessary for the India Inc to harness the huge inherent potential of the rural market to keep itself in good health and willy-nilly contribute to the growth of rural India. This paper focuses on the various need and ways of improving the rural market in India. This paper tries to understand the rural market, importance of rural marketing and status of rural market.