The chapters by experts from different universities and institutions discuss growth of rural markets in recent years with increase in purchasing power of the rural community. They discuss aspects of rural marketing of agricultural products, focusing on issues and challenges relating to rural marketing in India. They refer to concerns in specific states/areas and crops, such as problems of marketing pulses cultivation in Tuticorin district and marketing of handloom products of Jammu and Kashmir. They take up facets relating to the subject like occupational structure of the tribal population in India and dynamics of cropping pattern in Kerala supported by a case study. They deal with revitalising green marketing practices in global business and public policies strategies vis-à-vis green marketing. They also view the implications of the World Trade Organisation for Indian agriculture.