Nation’s essential part is constituted through villages. A majority proportion of global population resides in rural pockets of the world. Innovation in marketing is about introducing notable changes in designing of product or packaging, placement of product, pricing or promotion of product. Planning and implementation of marketing functions in rural areas is known as rural marketing. Success of marketers in rural areas depends on how well they understand the needs and mindset of rural consumers. Since this segment constitutes significant proportion of global population, it offers abundance of opportunities in comparison to urban sector. The paper will focus on the rural market scenario in India, trends, potentiality and early innovations made in rural market. In Indian context, innovations in rural markets should be based on 4 as namely: Awareness, Acceptability, Affordability and most importantly Availability. Exploiting new ideas should always lead to creation of new product or service which lowers the cost and at the same time has the potential to meet the demand. Now a day’s almost all of corporate India is falling head over heels to reach out to rural India, as it can help in adding substantially to their bottom lines. However the overall successful rate in rural markets is not so appealing.