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The case discusses the marketing initiatives undertaken by leading Indian fast moving consumer goods (FMCG) company Hindustan Lever Ltd (HLL) to strengthen its consumer base in rural India. Various rural marketing initiatives undertaken by the company during the 1990s to establish a strong network in the villages have been discussed in detail. The case also discusses the concept of rural marketing and its characteristics in a developing country like India, highlighting the factors that enabled HLL to withstand the tough market conditions and become the market leader in several product categories in the early 21st century. The case is structured to enable students to: (1) determine the various issues involved in the marketing of an FMCG product from a MNC in rural areas and the role of promotional practices and advertising for the same; (2) understand the dynamics and nuances of rural marketing; (3) understand the difficulties a company might face in marketing products in rural markets, where consumers may not even be aware of the product categories involved; and (4) understand the importance of a carefully drafted rural marketing game plan for a company to achieve and sustain its leadership position in different markets (rural vs urban). The case is aimed at MBA/PGDBA students, and is intended to be a part of the marketing curriculum.