A SYNOPSIS ON

“Revitalising Rural Haats in Tribal Areas of
Jharkhand” ORGANIZATION: State Institute of Rural Development, Ranchi
SUBMITTED TO
REV.FR. ALEX EKKA
DIRECTOR XAVIER INSTITUTE OF SOCIAL SERVICE, RANCHI

SUBMITTED BY: SWATI
ROLL NO. – 70, SESSION 2011-13 DEPT. OF RURAL MANAGEMENT, XAVIER INSTITUTE OF SOCIAL SERVICE PURULIA ROAD, RANCHI
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APPROVAL SHEET
This is to certify that the synopsis on “Revitalising rural haats in tribal areas of Jharkhand” has been prepared by Swati in partial fulfillment of the requirements for the Post Graduate Diploma Course in Rural Management. The synopsis has been prepared by the student under the guidance of Rev. Fr. Alex Ekka, S.J. and is hereby approved as indicating the proficiency of the candidate.

Rev.Fr. Alex Ekka,S.J.

(Research Guide)

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CONTENT Pg no. 11. 13. 16. 22. 3 . 11. 15. 10. 6.  Introduction of the topic  About SIRD  Literature Review  Significance of the study  Objective of the study  Research design  Research Methodology  Tentative chapterization  Interview schedule  References 4. 8.

mobile traders. There are a large number of small villages that do not have fixed location retail shop. Haats on an average caters to 20-25 villages and therefore haats is an option to reach consumers in small and remote villages economically. Reaching rural markets with products and services is an enormous task because of the geographical spread of the market and the widely dispersed population. the haats are a socio-cultural event in the rural areas and these are called the periodic markets. so there needs should be addressed properly and in a good manner but this involves high cost and efforts. The alternative channels that marketers use include the haats (periodic markets). The SHGs and IT-Kiosks are of recent origin. which meets at least once in a week. IT-Kiosks. network marketing/agents etc(Velayudhan 2007). Haats held in Indian villages are a reflection of the production and consumption pattern of the rural economy. Some marketers have used the haat for promotion and sale of products but not as an important channel. 4 . The advantage in using the haats for reaching the products to the consumers is the cost advantage and also ability to reach the rural consumers of small and remote village. Self-help groups(SHGs). Mainly fixed location retail shops are used to reach the rural consumers. As the people in rural areas cannot reach the urban area for purchasing goods and services.INTRODUCTION OF THE TOPIC “Rural Haat” means an unregulated market in the rural and tribal areas. Mobile traders have been in existence for long but conscious effort at using them is of recent origin. Besides the sale of agricultural and forest products and of urban consumer goods. The high cost are incurred by the marketer due to which alternative channels are used to reach rural consumers.

Each haat caters to the need of a minimum of 10 to a maximum of 50 villages drawing around 4000 persons who comes to buy and sell a range of daily necessities and services. They continue to play a vital role in the rural economy as these markets provides people with an opportunity not only to purchase consumer goods. These haats have developed over a long period of time as there were many small villages that did not have fixed location retail shops.Haats are a feature of Indian rural market and are the oldest marketing channels of India. 5 . but also to sell surplus agricultural and allied products. catering almost 50percent of rural population. There are 47000 haats all over India.

It is one of the oldest Institute in India.After the bifurcation of Bihar and creation of the Jharkhand State. Many seminars. Jharkhand provides training and engages in research for Rural Development SIRD. workshops are organized regularly in different fields for the awareness of people and to motivate them to engage in different schemes of central government for rural developments. Jharkhand -834009. SIRD also organizes various training programmes for elected members of 3-tier PRIs. It also develops necessary training curriculum for the participants and develops training modules for various training programmes undertaken in SIRD. Agriculture. Community Development and Co-operation (Department of Community Development). research programmes and action research projects. It is expected that all educated youths from rural areas should focus on the diverse activities of State Institute 6 . Government of India in the year 1954 as “Development Officers Training Institute”.The Institute was set up by Ministry of Food. Jharkhand is the Apex Institute for Training & Research in Rural Development. when Community Development Programmes first started in the country. The institute is located on Ratu Road. It has also undertaken various case-studies.ABOUT SIRD The State Institute of Rural Development (SIRD) The State Institute of Rural Development (SIRD). Ranchi. the Government of Jharkhand changed the name as “STATE INSTITUTE OF RURAL DEVELOPMENT” in the year 2002. SIRD. Hehal. The Institute was set up to impart training to the Block level functionaries in the Community Development Programmes from Bihar. Jharkhand provides training and engages in research for Rural Development. NGOs and different levels of officials of PR and other line departments both through in-house and off-campus mode.

Apart from this. another Government training institute of the state earlier located in Brambay. 7 . where various IGNOU Programmes like PGDRD BSW DNHE DECE CNCC CFN CRD are being conducted. More than 700 students enroll themselves to these courses every year. Central Training Institute (CTI). This institute works under Rural Development department of the state of Jharkhand. Dalpatis etc. Hyderabad also supports this institute in developing training skills of the faculties of this institute. the institute has capacity to train 100 trainees at a time at its south campus . Ranchi is now shifted to the old hostel of SIRD. At present. NIRD. Panchayat Sewaks.of Rural Development (SIRD) by visiting the institute and participating in different events of training. The main task of this institute is to provide training to the Gram Panchayat Supervisors. Jharkhand also runs IGNOU centre in its Premises. SIRD.

P.2008 . People who come to purchase items are able to have touch and feel experience of the products. The establishment of Cooperative Dairy Federations. according to Rural Marketing Association of India report 2011. . Each stall in the haat creates a brand image and awareness among the villagers. So. and Bajaj A. pesticides. like toilet soaps.98% people visit haats and like to purchase and sell commodities. detergents and cosmetics increased three fold between 1984 and 1989 to more than Rs. tractors and agricultural machinery.LITERATURE REVIEW Singh V. it is obvious that a 8 . as they can purchase all the day to day items from haats at a very reasonable price. Fruits and Vegetables Marketing Societies and corporate investment in agro processing have opened up a new markets for agricultural and allied products. the value of consumption of consumer softs.2012. insecticides. which has generated demand for a variety of manufactured consumable and durable goods and services.000 crores per annum. Rural people are inclined towards haats . Role of haats in the development of rural markets: Haats have gained a lot of importance in the rural market of India. The most important thing to quote is that. As a consequence. Problems and Strategies: Modern agricultural technology has considerably improved productivity and the disposable incomes of rural population. seeds and pump sets have crossed a figure of Rs. this is an innovative marketing strategy that has helped in the development of the rural India. Rural Marketing: Environment. 12.2000 crores per annum. Oil Seed Growers’ Federation. Gopalaswamy T. In addition the liberlisation policies initiated by the Government have opened up export markets for processed agricultural products. This is evidenced by the fact that the value of agricultural inputs marketed in rural areas in terms of fertilizers. . due to which they purchase the products from haats and many of the villagers sell their produced items.

There is an urgent need to build a distinctive perspective and a sound theoretical base for rural marketing. theories and body of knowledge. which would create its own concepts. frameworks. The focus of literature. 9 . The literature has uncritically borrowed theories. framework and concept from the mainstream marketing discipline. but also marketing of rural production.study of rural marketing should take into account. not only marketing of consumable and durable products to rural areas. The issue needs immediate attention of the researcher in rural marketing. which has shifted the growth of the subject as an independent field of academic investigation. mainly written in the post liberalization period. whether it is agricultural and allied produce or products of rural artisans and craftsmen. is on highlighting potential of vast rural market and providing description of a few cases of commercial organization of rural areas.

and beyond that. socio-cultural factors. rail and road transportation. distinctness. 10 . Next most important point is that marketing men still don’t know real needs of rural consumers. services and poor strategy without knowing rural India where their own consumer in the villages lives. lack of infrastructural facilities etc. In the past. understanding consumer behavior. distribution of products and services. It has now to prepare itself to do a lot for improving the agricultural marketing system in the state. Designing wrong products. languages. Jharkhand has in fact inherited the institutional setup of agricultural markets after being its separation from Bihar. its spirit. innocence. communication. Knowing Rural Haats is a very difficult task. The rural markets are full of challenges because of its characteristics like illiteracy. If marketing / sales men try to cheat them they feel disgusting and try to make distance from these people. distances. Jharkhand has large population of tribals who depend mostly on haats for their daily needs. the agricultural marketing infrastructure has not kept pace with the accelerated growth of production.SIGNIFICANCE OF THE STUDY “Haats” or “Periodic Markets” are the oldest unregulated trading institutions of rural India. warmness. vast markets potential. feelings. shyness. This calls for mobilization of financial resources particularly for the creation of infrastructural facilities for marketing both at the wholesale agricultural market level and rural market. This has resulted in partial success of the regulation of agricultural markets and also causing a significant post-harvest losses of agricultural produce. It is also difficult to get skilled sales person conversant with rural culture.

OF LITERATES  DROPOUTS  ACCESS TO MEDICAL FACILITY  REDUCTION IN FREQUENT DISEASES  LOCAL MARKETS AND DISTANCE  PRICING STRUCTURE IN MARKET  TRANSPORT FACILITIES  WAREHOUSE AND COLD STORAGE 11 TOOLS THROUGH INTERVIEW SCHEDULE EDUCATIONAL STATUS THROUGH INTERVIEW SCHEDULE HEALTH STATUS THROUGH INTERVIEW SCHEDULE MARKETING STATUS THROUGH INTERVIEW SCHEDULE AND FGD .OBJECTIVE OF THE STUDY  To examine the role of haats in the development of rural market.  To understand the dynamics of rural markets and utilize them to their best advantage.  To look at haats as a viable option for local level marketing scope.  To understand local marketing prospects. RESEARCH DESIGN PARAMETERS ECONOMIC STATUS VARIABLES  HOUSEHOLD INCOME  HOUSEHOLD EXPENDITURE  ASSETS OWNED  NET SAVINGS  CHILDREN ENROLLED IN SCHOOLS  NO.  To explore new possibilities of rural marketing in India.

FGD AND CASE STUDY 12 .MAJOR CONSTRAINTS IN MARKETING  MARKET CHAIN  INTERMEDIARIES IN THE MARKET  MARKET DEMAND AND MARKET SUPPLY  PROBLEM S IN INFRASTRUCTURE  PROBLEMS IN PROCESSING  PROBLEMS IN CREDIT LINKAGE  PROBLEMS IN AGRICULTURAL PRACTICES  BENEFIT COST RATIO  RETURN ON INVESTMENT  INTERNAL RATE OF RETURNS THROUGH PERSONAL INTERVIEW AND FGD FINANCIAL VIABILITY THROUGH INTERVIEW SCHEDULE.

major marketing constraints. occupation. of the females in the family. Observation provides a perspective of whatever he sees which is otherwise neglected by other research methods. no. Since the research is to be completed within a time period. PRIMARY SOURCES  Interview schedule:Interview schedule will be used to collect a lot of information about an individual like: Name of the respondents. 13 . size of land. income.In order to comprehend the loopholes one must base his study on observation. no.  Observation:There are certain loopholes which cannot be addressed by the interview schedule or PRA tools and techniques . sex. size of the family. Interview schedule will be used to obtain data about all the above aspects because all these are first hand information of an individual which can be obtained from the individual themselves to get the accurate details. of children in the family(male/female). the study would require certain datas to be collected which can help us to further carry our study in an effective way.RESEARCH METHODOLOGY Before the process of research is initiated it needs to be used so as to guide our study/research in the right path. of males in the family. financial viability etc. no. level of education. marketing status. expenditure. savings. SOURCES OF DATA COLLECTION 1. caste.

It also gives information of the marketing trends prevailing in the area and different products being produced in the area . 2. thus discussion with a target group would give an accurate data. Secondary source data collection Apart from primary sources secondary sources can also be explore for data collection. PRA tools:PRA tools like seasonality.  Focused Group Discussion (FGD):Focused group discussion will be conducted to collect information about the awareness level of the people regarding the value of rural marketing. trend analysis etc. FGD will be proved as a relevant method to collect information on above aspects as these are the aspects influence the society as a whole. Sources are:Magazines Books and Journals Newspaper and articles Organization report 14 . Trend analysis can be used to know when. This method will help in further knowing the market from the perspective of rural people. will be used for collecting the data relevant to the study. how & what are the changes taken place in the village which will help in making comparison between past & present status. Seasonality can be used to know the occurrence of various crops. in different season. occupation etc.

economic condition  Agricultural condition  Market Condition About the organization  Mission and objectives of the scheme  Project undertaken Findings and analysis  Tables / charts  Summary of findings Observation and conclusions Bibliography 2 3 4 5 6 7 15 .TENTATIVE CHAPTERIZATION Chapter 1 Topic Introduction  Topic of study  Nature and relevance of the study  Purpose of the study  Review of literature Objective of study  Methodology of study  Research design Details of area and people  Location  Socio.

INTERVIEW SCHEDULE  Village:  Panchayat:  Name of the respondent:  Caste:  Family composition: Sl. secondary – 4 16 Code for col 8 Employed – E Unemployed – Disabled – Dis Child – C .no (1) Name of the member (2) Sex (3) Age (4) Relation to respondent (5) Marital Status (6) Education al status (7) Occup ational status (8) Tola: Block: - 1 2 3 4 5 6 7 8 9 10 Code for col 4 Male – M Female – F UE Code for col 7 Primary – 1 Middle – 2 Secondary – 3 Sr.

G. – 6 I. Land Up land Cultivated Doin (Fertile) Up land Non – Cultivated Doin (Fertile) In Share Cropping Out Self Employed Student – S Yes No Total land in Acres Irrigated Un irrigated  Farm Implements & Inputs used: Name of the Implement Pumpset Thresher Bullock Cart Improved Plough Straw Cutter Latha Others Number Value in Rs.T. – 7 Illiterate – 8  Land Information:Do you have land? If yes.I.Graduate – 5 – SE P. 17 .

Non-availability of agri . Lack of knowledge 2. Source of Irrigation:Do you irrigate your land? If Yes. Non availability of seed 3. Absence of rainfall 4.implements  Cropping pattern: Name of Crop KHARIF Total Production (Last year) Own Consumption Sold out quantity (Last Year) Price 18 . Name of the source: Devises used for irrigation:  Usage of followings: Name Improved/HYV Seed Chemical Fertilizer Insecticide/Pesticide Yes No Area: - Area (Acres) Amount (KG/Ltr) Name of the crop  Main Problems Faced During Cultivation : 1. Lack of labour 5.

. /- Interest: - @ % P/A  Approx Annual Income in Rupees:  Approx Annual Savings: 19 .RABI SUMMER  How many cattle you have? Cow: Goats:  Credit Facilities: o Sources of credit: Bank SHG Ox: Others: Buffalo: M/Lenders Others Family o Purpose of credit: Agriculture Domestic Animals Education Illness Others o Loan Amount: . RS.

A. D. Marketing o Where do you sell your product? Cooperative Govt Organization Middlemen Others Market o Source of getting price information: o Do you get the fair price? – Yes o Mode of Transportation: o Distance from the local market: o Problems in marketing: o Nearest cold storage and distance: o Frequency of market: o Regulation of market by: o Details of infrastructure facilities and amenities presently available in the market: Sl. E. C. No. No Name of the Facility No/Area & Capacity Funded By o Cost of marketing: - o Any other details: - o Details of any other group like cooperative or any committee for marketing assistance: - 20 . B.

o Remarks: _________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ _________________________ Date: - / /2008 Name: - Signature 21 .

iimk.K.co. S. (2231-5985): 628-638.in 22 .New Delhi.  Velayudhan. (2008): Rural Marketing: Environment. (2012): “Role of Haats in the Development of Rural Markets ”.ac.REFERENCES Books and articles  Gopalaswamy .in  Dspace.P. IJRFM. Delhi: Vikas Publishing House Pvt Ltd  Singh Vikram and Bajaj Astha. Problems and Strategies.Rural Marketing: Targeting the Non Urban Consumer (2nd edition). (2007).T.  Arora Pankaj: India: Innovation in Rural Market Websites  Google.

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