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    This document discusses rural marketing in India. It defines the bottom of the pyramid as people living on less than $2 per day. It analyzes the composition of rural markets, noting the large rural population size and literacy rates that have been increasing but still lag urban rates. It also notes the exclusion of women in rural society. The document then discusses the size of rural markets, growth rates, infrastructure development through government programs, and skewed ownership of goods favoring non-Dalit castes. It also mentions the rural market paradox and government initiatives to support rural development.

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    Lecture-5 30-11-2020

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    This document discusses rural marketing in India. It defines the bottom of the pyramid as people living on less than $2 per day. It analyzes the composition of rural markets, noting the large rural population size and literacy rates that have been increasing but still lag urban rates. It also notes the exclusion of women in rural society. The document then discusses the size of rural markets, growth rates, infrastructure development through government programs, and skewed ownership of goods favoring non-Dalit castes. It also mentions the rural market paradox and government initiatives to support rural development.

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    15 views12 pages

    Rural Marketing: Dr. Rajesh Verma

    Uploaded by

    Rajesh Verma
    This document discusses rural marketing in India. It defines the bottom of the pyramid as people living on less than $2 per day. It analyzes the composition of rural markets, noting the large rural population size and literacy rates that have been increasing but still lag urban rates. It also notes the exclusion of women in rural society. The document then discusses the size of rural markets, growth rates, infrastructure development through government programs, and skewed ownership of goods favoring non-Dalit castes. It also mentions the rural market paradox and government initiatives to support rural development.

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    © All Rights Reserved
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    of 12

    MKT514

    Rural Marketing
    Dr. Rajesh Verma

    #Session 5
    Recapitulate
    Condition to define Bottom of Pyramid is a personal living on:
    A. <2 $ a day

    B. >2 $ a day

    C. Rs. 100 a day

    D. Rs. 50 a day
    Learning Outcomes
    • Analyze rural market composition.
    • Assess the rural market size and paradox.
    • Get a feel of government initiatives.
    Rural Market Composition
    Rural Market Size
    • Population
    • Number of Village: Census 2001 - 6,38,588; Census 2011 6,40,867
    • literacy levels
    • Census 2011 – India 74%; Rural India 69% (37 per cent of the total population of such people
    across the world); Urban 85%
    • National Statistical Office (NSO) survey 2019 - Overall 77.7% (With 96.2 per cent, Kerala most
    literate state, while Andhra Pradesh with 66.4 per cent, at bottom. showed a report based on.
    • Rural areas 73.5%; Urban 87.7%
    • Exclusion of women
    • Continuing preference for boys in society
    • India has 924 females per 1000 males. 48.04% female population compare to 51.96% male
    population. India is at 189th position out of 201 countries in terms of female to male ratio.
    Among Asian countries, India is at 43th position out of 51.
    • Kerala has highest sex ratio and Haryana has the lowest sex ratio.
    • An illiterate woman working in an occupation that does not require skills has an average earning of
    `85 as compared to man earning 177 rupees a day.
    Sakhi Drishtikon Project

    https://thelogicalindian.com/responsiblebusiness/capgemini-rural-women-recruitment-25117
    Rural Market Size
    • Growth rate

    • Rural Infrastructure
    • National Infrastructure Pipeline (NIP) report estimated ₹102-lakh crore investment in infrastructure
    by FY25. Rural infrastructure gets ₹16 lakh crore.
    • Rural Infrastructure Development Fund (RIDF), established in NABARD since 1995. The first tranche
    of RIDF (1995-96) was ₹2,000 crore and the current tranche (2019-20) is ₹28,000 crore. The
    cumulative disbursements are about ₹2.7 lakh crore.
    • Problem is not of funds but programme design, implementation, governance and maintenance.

    • Highly Skewed ownership of goods


    • Ownership of TV in villages surveyed shows that only 7–12 percent of Dalit households owned one,
    while 86 per cent of Other Caste households did so.

    • Media Dark
    Media
    The Rural Market Paradox
    Government Initiatives
    • https://rural.nic.in/scheme-websites

    • https://www.india.gov.in/topics/rural
    Rural Potential
    • Impact of globalization
    • Increase in income and rural indebtedness
    • Accessibility of markets
    • Improved literacy and awareness
    • Better employment opportunities
    • Government policies
    • Better financial facilities
    • 410mn+ Jan Dhan Accounts
    Thank You

    Any Questions?
    LPU Live Q2E35 - MKT514

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