INTHREE, StoreKing, eHaat and RubanBridge. They are not household names like Amazon, Flipkart, Snapdeal or ShopClues, say. But these are e-commerce companies nonetheless, which are trying to build significant businesses by tapping rural demand in India. Some of them like RubanBridge are still small, while others like StoreKing are significant in size. StoreKing clocked revenues of ₹1,200 crore last year, and expects to double that this year. All these companies have figured out that the rural consumption story is quite robust, despite the vagaries of the monsoon, and sluggish growth of rural wages in the past four or five years. StoreKing estimates that the rural retail market (physical) constitutes over half of India’s total retail market, which is likely to be $650 billion, and growing at 13-14 per cent annually.…