More than 600 000 villages in India are home to 70% of the country's population today. Rural populations are recognised for having low literacy rates, low income levels, lack of brand awareness, inappropriate communication methods, and insufficient transportation facilities, but they also have unique norms, customs, and rituals. In terms of cultural values, rural people were more rigid than urban people, and because of these differences, marketers sometimes fail to introduce their products into the rural market since the purchasing habits of rural customers varied considerably from those of metropolitan consumers. This study attempted to comprehend the FMCG product purchasing patterns of rural women customers and the numerous aspects that affect those consumers' selections. FMCG has become a significant product segment for rural consumers.