The future of India lies in the hands of Rural India. As 64.1 % of India is Rural companies are trying their best to enter into rural markets specially the FMCG sector. The 4 P’s are compared to 4 A’s in rural market. This paper focus on the effectiveness of 4 A’s in rural market with reference to FMCG products. A sample of 111 consumers were taken for the study from rural village hear by Hubli Taluk in Karnataka. Convenient sampling method was used for data collection. Factor Analysis is used for analyzing the data. It is found that in 4 A’s various factor such as village Mela Radio Jingles, Retailers influence awareness factor. In Accessibility Credit and services and Monthly account facilities are influenced. influence the buying behavior of consumer. In affordability factor is when products are available in small packets and low price. In acceptability factor rural consumers accept value with satisfaction. The overall marketing mix focuses on positive relationship with other factors. 4 A’s concept of marketing mix is effective to rural consumers