The case describes the Indian business environment and great opportunities and challenges of rural markets as they expand rapidly. It focuses on innovative business models deployed by ITC to engage rural communities in different ways and to create a platform for procuring goods and providing a wide range of goods and services to the bottom of the pyramid in rural India. This gives students an opportunity to assess the future of rural businesses ITC. "Hide
by Sushil Vachani Source: Richard Ivey School of Business Foundation 17 pages. Publication Date: May 27, 2009. Prod. #: 909M36-PDF-ENG
