The fast-moving consumer goods (FMCG) sector is an important contributor to India's GDP and it is the fourth-largest sector of the Indian economy. Over 70% of sales are made to middle classhouseholds today and over 50% is in rural India. FMCG Industry in India is witnessing a change-a change in the pattern in which it is growing. As rural penetration increases, rural markets would command more and more share of the overall FMCG space. The Indian FMCG sector is busy putting in place a parallel rural marketing strategy. This paper will provide detailed information about the growth of FMCG industry in the rural market of India and examine the challenges, opportunities for FMCGs in the rural market.