Seventy percent of India’s population, or approximately 700 million people, live in rural areas. This equates to just under 2.5 times the population of the U.S.A. location is defined as rural if at least 75 percent of the population is agrarian. With such a large number of potential consumers, it is clear why multinational corporations would like to successfully penetrate the rural Indian market. Today, multinational corporations view emerging markets such as India as prime opportunities for growth. Rural markets are growing twice as fast as the urban markets. With a rural population of the entire United States as of the 2000 census, the potential consumer base is astounding. With a population already in excess of one billion people, India has caught the eye of multinational corporations across the globe as a place of opportunity of exploring new markets. While India has portions of their population that would be considered wealthy or middle class by Western standards, a much greater percentage of India’s population is still low income.