First of all, let us discuss what are the 4 A's of rural marketing-

4 A's stand for

1. Affordably 
2. Availability
3. Awareness
4. Acceptability

I will be taking Two wheelers as my product category.

Let's take TVS 
The company takes special attention to target the rural population by applying all the 4
A's, 
When it comes to the Affordability- 
The company has done various surveys to understand their rural population.  First of all,
the company does the segment of the target population based on their buying capacity.
If the prospect customers are earning somewhere between 50,000 to 80,000 then the
company target these customers. A huge part of the Indian rural market is earning not
enough to feed themselves and they rely on Yojna's run by Indian Government. Such as
Garib Kalyaan Yojna, Pradhan Mantri Jan Dhan Youjna etc. Therefore, the company also
provides the easy loan facility for the buyers of the two wheelers. 

Talking about the Availability- 

In the Rural India one of the main issues is the availability of the stock at the right time in
the right place. Because of the Poor infrastructure of the Indian rural areas, it is difficult
to reach the target population. The Company has to take this into consideration that if
the product is not available at the right time then the competitors (i.e. Bajaj, Hero,
Mahendra). For the availability of the product the company use distributors. There are
4231 distributors of TVS across India. 

For the Awareness- 
Having a two-wheeler is a status symbol and a fashion statement. To create awareness
the best way to reach out is direct advertising in hoardings, walls, and banners. Apart
from this,  free service camps, conducting fairs, and melas. CSR activities and initiatives
by the brand can instill trust in the minds of the rural people. All these measures can be
implemented with different campaigns to boost the awareness of the brand. TVS has
done various advertisements, the most recent Advertisement Campaign is done
by Amitabh Bacchan and M.S. Dhoni, "Hum banayein, jo Aapka dil chaahe".

Finally talking about the Acceptability- 

Rural consumers are always loyal to a particular product and they undergo change
slowly, hence the product too must be sturdy and long-lasting in order to gain better
acceptance. Mileage is another important factor to be considered. Along with this, one
must keep in mind the condition of roads in rural India, hence a two-wheeler that is
smooth even in the rough terrains will be better accepted by the consumer. Hence these
factors must be kept in mind while working on the acceptability factor of the
product. The product should be designed in a user-friendly manner such that it satisfies
all the needs of a consumer by deriving them some value. If the rural consumers are
willing to put in extra money for buying the product, it shows their acceptability towards
the brand.
TVS has taken special attention in terms of the acceptability of their product. The
company knows that the people in rural market use their two wheelers as four wheelers.
They try to use the 100 capacity of the vehicle. Therefore the company has named its
two wheeler as Heavy Duty. 

The impact that TVS has seen by using the 4 A's in the rural market is that TVS Motor
Company reported selling of 243,788 units in July 2020 as against 208,489 units in July
2019, which is a 17% YoY increase. The rural population is very loyal towards the
company and buy TVS only.