Professional Documents
Culture Documents
Agricultures share in GDP is going down, but, India still lives in her villages
Session Coverage
Rural India Some definitional issues Phases/ stages in rural marketing Scope of rural marketing
Limitations
NSSO ( Census)
Population density < 400 / Sq Km 75 percent of the male working population is engaged in agriculture No Municipal corporation / board
Planning Commission
Contd
LG Electronics NABARD All places other than the 7 metros All locations with a population upto 10, 000 considered rural Commercial establishments located in areas servicing less than 1000 population Only clarifies what are the cities Village & town characteristics not defined Population characteristics unknown
Sahara
Source: The Rural Marketing Book- Text & Practice, Kashyap. P and Raut. S ( 2007)
rural products in rural and urban areas Agricultural inputs in rural areas Agricultural marketing Farming methods were primitive and mechanisation was low Markets unorganised
Contd
2 Phase Two ( 1960s to 1990s)
Green
Revolution Companies like Mahindra and Mahindra, Sri Ram Fertilisers and IFFCO emerge Rural products were also marketed through agencies like KVIC
Demand
for consumables and durables rise Companies find growth in urban markets stagnating or falling
Keenly debated topic Definitions based on organisational/ institutional vision, mission & goals
Rural
Urban
Products/ services
Modalities
Norms
Outcomes
Rural to Rural
Rural to Urban Urban to Rural
Diverse change levers in rural India The pull of the cities & towns migration and its side effects
Non food, cash crops Food Grain Crops Livestock & fisheries Manufacturing & services
On land activities
Farm Activities
Construction
Manufacturing
524.0
628.8
741.6
76.7
74.3
72.2
16.7
15.2
Contd
The joint family system is being replaced by the nuclear family system
Cultivators( 40.86 %) and Wage Earners( 35.28 %) according to NCAER studies (2002)
Key findings from 2001 census Population density 253/ sq kilometer and total number of villages is 638, 588
Contd
Size of villages/ habitations are changing Role & influence of towns is changing Social interaction is a mix of rural and urban
Evolutionary Vs revolutionary changes in rural markets Role of state & market forces ICT based interventions
Partnership innovations
Developmental role of rural marketing Scalability & replication of rural marketing programmes
Sewa
Ozhwar Sandhiyes
Close of Session
Thank You