Rural India is emerging as a market with high potential .It comprises 60 percent of total population. Young population, rising income and low penetration of many consumer durables attract the companies towards rural market. Companies can initiate in sustainable rural development with health & hygiene and infrastructure development and creating income-generating opportunities for the rural population. Such initiatives are successful and sustainable when linked with the company’s core business and is mutually beneficial to both the population for whom the programme is intended and for the company. The explosion in rural consumption grows competition for scarce resources. It demands that companies should work on public-private partnerships to address these challenges. This will be helpful in finding innovative solutions and build on the opportunities, this opportunity may lead to the sustainable rural development.