The agricultural technology has tried to develop the people and market in rural areas. Unfortunately, the impact of the technology is not felt uniformly through out the country. Some districts in Punjab, Haryana or Western Uttar Pradesh where the rural consumer is somewhat comparable to his urban counterpart, there are large areas and groups of people who have remained beyond the technological breakthrough. In addition, the farmers with small agricultural land holdings have been unable to take advantage of the new technology.

Nearly 50% of the villages in the country do not have all weather roads, making physical communication to these villages highly expensive. Even today, most villages in eastern part of the country are inaccessible during monsoon season.

A large number of rural families own radio and television sets as well as community radio and TV sets. These have been used to diffuse agricultural technology to rural areas. However, the coverage relating to marketing is inadequate.

The number of languages and dialects vary from state to state, region to region. This type of distribution of population warrants appropriate strategies to decide the extent of coverage of rural market.