18 Indias hinterland is the new goldmine for marketers. More than 50 percent of Indias overall consumption comes from rural areas, which account for about 70 percent of Indian population. Indian rural market with its vast size and demand base offers a huge opportunity that companies cannot afford to ignore. Delivering products and services into these rural markets present unique challenges and enormous opportunities for companies. Along with opportunity to expand top line, the distinctive behaviors of rural marketing present challenges which have to be met by new innovations. Companies successful in rural markets are innovating in all the aspects of marketing. They are changing features in design of new products, prices offered to customers, places to sell the products and their expenditure on advertising. There are many innovations to explore the customers in rural India keeping the rural environment and constraints. This paper explores the recent innovations for Indias hinterland https://ijbed.org/details&cid=18 https://ijbed.org/cdn/article_file/i-2_c-18.pdf Volume 01 Issue 2 2 2013-07-01 2014-03-03 no Indian Rural Markets Rural Customers Consumer Behavior Innovation Marketing Strategies none 4836 2 0 Sandeep Puri IMT, Ghaziabad