According to cases study, the rural areas are considered to those segments of the customers that do not have a higher income. The next important point is the rural areas of India are very dispersed, and people are living in small villages with a population of lower than 5000 people. On the other hand, this segment, according to the more moderate knowledge, literacy andeducation they do not access to the media, hence have a lower consuming level. On the other hand, rural customers, due to the lower awareness, are ignorant regarding the d.light's products and profits and benefits that they might receive. To put in other words, they do not ware of factors that might improve their lives by adopting the firm's products like low-cost, reliable light and safety