Rural Markets — have we understood the space?

Hi All,
In my course of work, i regularly come across the line that rural India is the next big wave that brands will ride on. And there are numbers that authenticate the thought. With bountiful monsoons, the agri produce will be abundant. Add to that the emphasis on rural through NREGA and rural infrastructure connectivity programme, rural incomes is bound to rise. Of course, the push by brands into the hinterland continues buoyed by the robust growth on the anvil. But the question is, have brands understood what it takes to market to the rural consumers. When it comes to rural activation, a lot of brands through rural marketing agencies look at van activation, video, shop activation like merchandising etc. While there's no doubt that they serve their purpose, but has any attempt been made to understand what makes the rural consumers click. The rural rich are no less when it comes to displaying their wealth — so what will it take to consume more? playing on their aspirations? For the rural masses, dependent on agri culture, is it enough for brands to just sell to them? Shouldn't it be a two way traffic, where we buy from them as well....your thoughts please