RURAL MARKETING

(OAM-112)
“INNOVATION IN RURAL MARKETING”

Subtitle
SUBMITTED TO,
PROF. ARPITA SRIVASTAVA
 ? Is e- Governance
e-Governance is refers to the use of
information and Communication
technology to provide and improve
government services, transactions and
interactions with citizens, businesses and
other arms of government
 Focus area of rural e- governance
• Livelihoods
• Rural Employment
• Women empowerment
• Natural resources management
• Education
• E-governance under rural local bodies
Bhoomi (LAND RECORDS ON WEB)
(In Karnataka)

"Land records form the base for all land

reforms and therefore regular online
updating of land records is essential,
BHOOMI has done it."
 FEATURES
• Online delivery and management of land records in
Karnataka

• BHOOMI has computerized 20 million records of land

ownership of 6.7 million farmers in the state.

• Farmers can now access the database and are

empowered to follow up
 Cont…
• Printed copy of the recepipt can be obtained
online by providing the name of the owner or plot
number at computerized land record kiosks in
177 taluka offices, for a fee of Rs.15

• This is Private Public Participation (PPP) model

e-seva
e-seva (= eService)

….the earliest & the largest

Integrated Services Project in India
 Cont…
• One-stop-shop for citizen/ business services
– Open 8 am to 8 pm
– Open 8 am to 3 pm on Holidays
• Efficient Service
– 3 to 5 minutes per transaction on non-peak days
– 20 to 30 min on peak days in some centres
– No more standing in line
• Electronic Queue Management system
Before e-Seva …
After e-Seva …
 AKSHAYA

• Bridging the digital divide in Kerala

• A project for e-literacy and mass-
employment generation.
• Initiated in the district of Malappuram
on the 25th of November, 2002 with a
planning workshop.
 Cont…
Broad Objective
• To dilute the gap existing between the laymen in the
society and the applications of Information Technology,
the most important tool for development

Specific Objectives
• Make all families (9 lac) in Malappuram district e-literate
• Develop infrastructure to provide sustained e-literacy and
facilities like e-mail and internet telephony to the layman.
• Create mass employment through the setting up of
Multipurpose Computer Technology Centres (M-CTCs)
• Make available need-based training and service at lower
rates to the trainees
Facilities at the Akshaya Centres
• Continued e-learning program
• Data entry under E-governance program
• DTP and Job work
• Other computer training for public
• Design of invitation cards, visiting cards,
banners,Posters, paper bags etc and Screen Printing
• Data Bank Services
• Telemedicine applications
 LOKMITRA
(Himachal Pradesh)
For general public, especially living in distant
rural areas of the State, with the benefits of
“Using Information Technology (IT) in
Governance (Egovernment)” at their
doorstep. The Web-enabled Government-
Citizen Interface, named as LOKMITRA, is
one such step of the State Government in
that direction.
 Services offered

• Classified Complaints
• Market Rates
• Questions/General
Grievances • Sale/Purchase
• Downloadable Forms • Matrimonial Services
• Vacancies • Notice Board
• Tenders • Children Corner
• Promotional Schemes • Village Email
• Contacts
 FEATHURES

• Transparency
• Public accountability
• Responsiveness
• Speed decision making
• Openness
 DETAILS
• Single window clearance of 83 important
certificates (includes renewal of leases,
permits & licenses)
• Quick redressel of public grivances
• Common registry of letters,petitions for all
sections of the office
• On line pendency monitoring of all above
• To provide services after office hours & on
holidays also in order to save Time,Money &
Energy of the public.
Transforming Lives….
(An ITC Initiatives)
 What is Echaupal
• E- Choupal link directly with rural farmers for
procurement of agricultural product like soybeans,
wheat, coffee, etc
• E-Choupal was conceived to tackle the challenges of
Indian agriculture, like weak infrastructure and the
involvement of numerous intermediaries.
Transaction cost in Mandi Chain (before e-Choupal)
Transaction cost in Mandi Chain (after e-Choupal)
Companies using e-Choupal
network
 Scale Today and Vision
Tomorrow
Year 2007:
6 States
Kiosks: 6400
Villages:
40,000
Farmers: 4.1
million

Wheat
Year 2012:
Soybean

15 States Soybean
& Wheat

Kiosks: 20,000 Coffee

Villages: Aqua

100,000 10
Farmers:
million