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.