The Features of Indian Rural Markets

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I. The Features of Indian Rural Markets


1) Large and Scattered Market: - The rural market of India is large and scattered in the sense that it consists of over 63 crore consumers from 5, 70,000 villages spread throughout the country.


2) Major Income from Agriculture: - Nearly 60 % of the rural income is from agriculture. Hence rural prosperity is tied with agricultural prosperity.

Roughly speaking, a location is defined as “rural”, if 75 per cent of the population is engaged in agriculture related activity. In India, close to 70 per cent of the population is agrarian and contributes to about one-third of India’s GNP.


3) Low Standard of Living: - The consumers in the village area do have a low standard of living because of low literacy, low per capita income, social backwardness, low savings, etc.


4) Traditional Outlook: - The rural consumer values old customs and tradition. They do not prefer changes.


5) Diverse Socio-Economic Backwardness: - Rural consumers have diverse socio-economic backwardness. This is different in different parts of the country.


Infrastructure Facilities: - The Infrastructure Facilities like roads, warehouses, communication system, and financial facilities are inadequate in rural areas. Hence physical distribution becomes costly due to inadequate Infrastructure Facilities.
 
LIST OF RURAL SCHEMES

  1. Accelerated Rural Water Supply Programme (ARWSP)
  2. Agricultural and Rural Debt Relief Scheme
  3. Anti Poverty Programmes
  4. Bharat Nirman Programme
  5. Bhoodan Movement
  6. Centrally Sponsored Scheme
  7. Credit-cum-Subsidy Scheme
  8. Desert Development Programme (DDP)
  9. District Rural Development Agencies (DRDA)
  10. Drought Prone Areas Programme (DPAP)
  11. Employment Assurance Scheme (EAS)
  12. Food for Work Programme
  13. Ganga Kalyan Yojana
  14. Indira Awaas Yojana
  15. Integrated Rural Development Programme (IRDP)
  16. Integrated Wastelands Development Programme (IWDP)
  17. Jawahar Gram Samridhi Yojana (JGSY)
  18. Jawahar Rozgar Yojana (JRY)
  19. Million Wells Scheme
  20. National Watershed Development Programme
  21. Non-Lapsable Central Pool of Resources (NLCPR) in North Eastern Region
  22. Pradhan Mantri Gram Sadak Yojana (PMGSY)
  23. Pradhan Mantri Gramodaya Yojana (PMGY)
  24. Rashtriya Gram Swaraj Yojana (RGSY)
  25. Rural Infrastructure Development Fund (RIDF)
  26. Rural Sanitation Programme
  27. Rural Water Supply Programme
  28. Sampoorna Grameen Rozgar Yojana (SGRY)
  29. Scheme for Land Development
  30. Self Help Groups
  31. Strengthening of Revenue Administration and Updating of Land Records (SRA and ULR)
  32. Supply of Improved Toolkits to Rural Artisans (SITRA)
  33. Swajaldhara Rural Drinking Water Scheme
  34. Swarnjayanti Gram Swarozgar Yojana (SGSY)
  35. Total Schemes
  36. Training of Rural Youth for Self-Employment (TRYSEM)
 
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