In densely populated countries like India, the capacity of agriculture to provide more employment is limited. The generation of small non-farm businesses in rural areas is thus seen as of crucial importance for boosting the economy and preventing migration to towns. This article argues that promotional organizations have an important role to play in supporting small rural enterprises in the non-farm sector. It identifies the disparate environments, the diverse human resources and the kinds of constraints faced by these organizations in building enterprises. Promotional agencies are classified into two groups – market-orientated agencies and capability-building organizations – and the strengths of each group identified for the entrepreneur involved.