Volume : VIII, Issue : III, March - 2018

ROLE OF RURAL MARKETING AND GOVERNMENT IN THE DEVELOPMENT OF RURAL INDIA

Shailender Kumar, Geetu

Abstract :

 

Sustainable Rural Development is vital to the economical, social, and environmental viability of nation. Rural development is essential for poverty eradication and to reduce the disparities between Urban and Rural market. A healthy and  dynamic Agriculture sector and its ancillary activities is an important foundation of rural development. In the beginning of 1960s, Green revolution  enhanced the pace of  rural development. Rural market offers opportunities in the form of large untapped market, large population, increased disposable income, improved infrastructure, and  new employment opportunities. To capture these opportunities, a special marketing strategy "Rural Marketing" has been emerged. In the present Scenario,  Rural marketing has acquired a significant attention  of marketers as 68.84 % population of India resides in 6,40,000+ villages (Census 2011). The Great value to be gained by coordinating Rural marketing initiatives that contribute to sustainable livelihood through efforts at the Global, National, Regional and Local level. Overall growth of economy has resulted into increase in the purchasing power of the rural community. The paper explains the concept of Rural marketing, opportunities and challenges faced by Indian companies, Rural marketing practices in India.It highlights the contribution of Rural marketing in National Growth (in 9terms of GDP), employment, and Export & Import and Budget 2018.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

SHAILENDER KUMAR, GEETU, ROLE OF RURAL MARKETING AND GOVERNMENT IN THE DEVELOPMENT OF RURAL INDIA, INDIAN JOURNAL OF APPLIED RESEARCH : Volume-8 | Issue-3 | March-2018

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