Coca-Cola, identifying the potential underlying the least tapped, highly populated rural markets, started serving them. MNCs are attracted towards rural markets, as they account for the country’s 74% of population, 41% of its middle class, 58% of its disposable income and a large consumer class.32 The increasing purchasing power of the rural consumers is leading to the market growth at a rate of 3%–4% annually, adding about 1 million new consumers every year, increasing consumption.