The paper focuses on rural marketing: modernization & creativity. Marketers’ make consistent attempts to innovate tools and strategies to overcome the challenges they face in the business arena. Business innovations are broadly classified under two heads, namely Product / Service modernization. Marketer need to design creative solutions to overcome challenges   typical of the rural environment. Such as physical distribution, channel management, promotion and communication. The paper most importantly attempts to inform that India's rural markets offer a sea of opportunity. The urban rural split in consumer spending stands at 9: 11, with rural India accounting for 55 percent of private retail consumption. Indeed the market can be tapped with focused attention and strategy. Currently the Indian retail market is estimated at Rs. 13,30,000 Crore and almost half of this growing retail market at present lies in rural India, which is a tremendous growth sector that needs to be tapped with care. This paper examines how the corporate sectors with their innovation and creativity are tapping the Indian rural market with their retail marketing.