In order to reap the benefits of the rural market, which accounts for about 70 per cent of the Indian population with over 70 crore people, companies need to identify the rural community's specific requirements, provide tailor-made solutions and devise strategies accordingly, said experts, while sharing their experiences with the students of Delhi University's management school, faculty of management studies, at its convention this year. "Having identified the rural needs, one should associate with the existing retail channels such as post offices and also with various rural co-operatives such as fishermen societies, milk societies, co-operative banks," said the Reliance Infocomm Head-Rural Marketing, Mr Sanjeev Govil.