The changing attitude of Indians provides a wider opportunity for the growth of preventive medicine market. Growing preventive healthcare concept among the urban citizens in tier II and tier III cities offers number of opportunities for growth in the nutritional, wellness and NCD preventive healthcare practices in India. This empirical study aimed to draw differences in the rural and urban consumers understanding and steps taken towards availing PMHCSS. Research study adopted mixed methodology and data were collected from PMHCCS consumers living in Dr. Nandamuri Taraka Rama Rao (NTR) district in Andhra Pradesh. Data were collected from distributing 250 questionnaires were distributed on rural and urban consumers. The article finding revealed that rural consumers understand that prevention is better than cure (98.56 per cent). On the other side 90.80 per cent of the urban consumers prefer to promote their overall wellness (i.e., they believe in live health, stay health) through taking up PMHCSS. The marketers of PMHCSS are suggested to focus on selling yoga, mental, gym and fitness activities among the rural consumers, as these services have higher opportunistic in the rural region. At the same time, marketers have to focus selling more herbal preventive medicines and physical work-up (exercises) in the urban region.