Rurban is a space that incorporates both rural and urban charectoristics- a person or a setting that is rural but with urban aspirations.

With the business seeking fortune at the bottom of pyramid and aspirations of rural and urban consumer getting less distinct, addressing the rurban customer is the challenge. As companies in India move to rural territories to expand their business-whether it is mobile phones for rural folk or real estate in small town- the rurbanites are rural folk who enjoy some advantages of city life. As a recent article in a national daily pointed out through rurban development will measure up to its name only when villagers can access all urban amenities without moving out of their villages