Knowledge, intelligence, self-dependency and ability are the combined features of modern women. They are not dependent on husband or any other family members in terms of finance. They are independent and fulfilling their self-value. Today, women are playing vital role in the economic life of the family as well as individual. Economic freedom provides them interest in purchasing. This power enables them to buy for themselves and at the same time for the family members also. But in rural India situation is changing very fast. Even rural women are playing a vital role in the development of family. Now rural women in India have become aspirational and independent.

                This study is designed to answer the following questions:

• What is the consumption pattern of the rural women consumers
• How rural consumers get information regarding various commodities?
• What marketing strategies companies are implementing to attract female consumers in rural India?

                This paper discusses actual and anticipated changes in rural women& consumer behaviour on the basis of issues raised by studies of women roles in marketing disciplines. Challenges for rural marketing have also been discussed.

KEYWORDS:  Rural Women, Rural Market, Rural Marketing, Rural Marketing Strategies.