Description
Rural Marketing is defined as any marketing activity in which the one dominant participant is from a rural area.
THE RURAL ECONOMY
KANNUR
?
? ?
?
?
Kannur - 4th largest urban agglomeration in Kerala after Kochi, Thiruvananthapuram and Kozhikode. population of 4,98,207. Kannur is famous for its pristine beaches; Theyyam, its native performing art; and its handloom industry. Kannur is of great strategic military importance. average literacy rate of 83%, Male literacy is 84% and female literacy is 83%. In Kannur, 12% of the population is under 6 years of age.
Sruthi Hari
? ?
Fathers & Mothers Village
Vengad is a village panchayath situated near Mattannur in Thalassery taluk, Kannur district, Kerala, South India. ? Most of the people are middle layer. ? Weaving is the important job of the people. ? It contains temples, paddys etc. Area: 20.04 km2. ? Population:31275
?
Source:- Wikipedia
Sruthi Hari
INTRODUCTION
The rural economy was perceived to be a slow growth agricultural economy, dependent on traditional technology. ? This perception began to change during the years of green,blue and white revolution. ? Economic liberalisation has transformed the rural economy into a vibrant and growing economy, with rapidly rising incomes.
?
Sruthi Hari
ECONOMIC SCENARIO IN RURAL INDIA
?
Rural India constitutes the heart of India, generating more than half the national income. The transition began with the Green Revolution in Punjab(1952-65), when the agricultural output grew at an annual rate of more than 5.5%, which compares favorably with the output of the developed nations.
?
Sruthi Hari
?
The above factor lead to Increase production
in the agriculture sector which led to improved living conditions and economic prosperity among farmers.
?
Operation Flood introduced in 1970 , ended the milk famine in the country. This turned farmer cooperatives into powerful agents who helped transform India into the largest milk producer in the world. ie 1crore farm members spread over 70,000 villages.
Sruthi Hari
?
?
Operation flood was followed by the Blue Revolution , which led India to become the second largest producer of inland fish in the world.
The sharp increase in the MSP of food grain over the last 20 years has helped in better price realization for farmers leading to higher incomes.
?
Sruthi Hari
The Changing Face of Rural Development
Over the past 5 decades between 1950 and 2000 , the rural economy in India has graduated from being a „barter economy? to a cash rich economy. ? Since 1951, when the first five year plan was introduced , a number of initiatives were taken by the govt to improve the quality of life of rural people.
Sruthi Hari
?
The allocation for rural development has increased from Rs 89000 crore in the Seventh plan to Rs 34,400 crore, Rs 89000 crore and Rs 120000 crore in the eigth, ninth and the tenth plans respectively. The flow of agriculural credit has increased from Rs 32,000 crore (1997-1998) to Rs 1,05,000 crore(2004-05). Rapid increse in the rural literacy level( 59% by 2001). Source:-Rural Marketing Text Book( Pradeep Kashyap, Siddhartha Raut)
Sruthi Hari
?
?
?
The factors that have resulted in the improvement of human development in rural india are: ? Improvement in health indicators ? Increase in percapita expenditure ? Improvement in housing ? Decline in poverty levels ? Increase in life expectancy
Sruthi Hari
The HDI( human development index) is an indicator of human development. ? It considers various aspects of human life and status of human prosperity. ? The HDI improved by 26% in 1980s and by another 24% in the 1990s, both in rural as well as urban areas. ? The rural-urban gap in the area of human development has declined from around 1.7 in the early 1980s to 1.5 in the early 1990s
?
Sruthi Hari
?
The proportion of the deprived on the HPI (Human Poverty Index) in the early 1980s was significantly higher for rural areas at about 53% as against about 27% in urban areas.
?
Source: Rural Marketing Text( Pradeep Kashyap, Siddhartha Raut)
Sruthi Hari
The development exercise: the five year plan
To improve the quality of life in rural areas, the allocations for rural development and agriculture have been increased substantially over consecutive 5 year plans
Sruthi Hari
?
The increase for agriculture has been five-fold and the increase in rural development has been thirteen times between seventh and tenth plan.
For the purpose of planning the government of India has classified economic activity into 3major sectors: a) Primary Sector: includes agriculture and allied activities such as livestock, fishing and forestry b) Secondary Sector: includes mining and manufacturing activities c) Tertiary Sector: encompasses all services such as transport, communication,trade,financial services etc.
Sruthi Hari
The share of primary sector has come down from 57.2% of GDP in 1950-51 to 23.9% in 2001-02. The GDP share of the other two sectors has doubled during the same period.
Source: 2001 census
Sruthi Hari
Perintalmanna
•
Perintalmanna- Malappuram district • Land Area: 34.41 km² • Got its name due to a perum thalle • Capital city of valluvanad- ruled by valluvakonathiris, a branch of the pallava dynasty of the ancient Tamil kingdoms • East India company established their first high school, first court and first taluk office in perintalmanna • Famous for the temples and festivals
Anju Kar
As of 2001 India census, ? Perinthalmanna had a population of 44,613. ? Males constitute 48% of the population and females 52%. ? Perinthalmanna has an average literacy rate of 81%, higher than the national average of 59.5% ? male literacy is 83%, and female literacy is 79%. ? In Perinthalmanna, 14% of the population is under 6 years of age. Anju Kar
?
Transition of rural economy
Food grain crops----cash crops ? On-land activities---off-land ? Farm activities-------non farm activities
?
Anju Kar
Rural economic structure
Rural economy Farm sector (agri and allied)
Non-Farm sector
Rural industries
Rural services
agriculture
Agro processing
Retailing and trading
Animal husbandary
Manufacturing
Community and social service
Horticulture
Mining and quarying
Transport and storage
Forestry
Construction
Communication
Fishing
Anju Kar
Farm sector: agriculture and allied activities
Contribution to GDP ? 73% of rural population ? Growth 9.1% in 2003-04--- 211 million tonnes ? Agri ailed sector ? Largest milk producer ? Second largest producer of inland fish
?
Anju Kar
Mechanization and inputs
Tractor producing country- 2.5 lakh tractors ? 45.3% in 1971 to 9.5% in 2001 ? Consumption of fertilizer increased over 300% (81-01) ? Irrigated area 29% to 38%(80-96) ? Better productivity
?
Anju Kar
Non farm sector and rural industries
Secondary and tertiary activities not included in agriculture ? Secondary sector: cotton textile, wood, pottery , food, metal products etc ? Tertiary sector: trade transport, education, personal services
?
Anju Kar
Rural enterprises
1998 economic census report- 1.7/3 crore enterprises in rural areas ? No. of workers: 2.4 crore to 3.8 crore ? Non farm sector will be a driving force for improving income and employment:
?
? Limited availability of cultivable land ? Shrinking labour pool ? Declining absorptive capacities of farm sector
Attingal (mom and dad from same village)
Attingal is a city in trivandrum ? Keezhattingal is a village . ? Population of 14129 with 6484 males and 7645 females
?
Source: wikipedia.com
Jisha P.G.
Tourism spots Sarkara devi temple Anchuthenga Attingal palace
?
Jisha P.G
Industries ? Match box factory ? Papadam making
?
Jisha P.G
Rural occupation and employment structure
Primary 1983 81.5 Secondary 9 Tertiary 9.4 Rural non farm 18.4
1993-94
1999-2000 Source NSSO
78.2
76.1
10.2
11.3
11.5
12.5
21.7
23.8
Migration
According to NSSO-there is a increase in rural migrants to urban areas The migration to urban areas has come down from 62.2 % to 56.5%between 1990 and 2000
Jisha P.G
Size and distribution of Rural assets
RBI survey of rural assets reveals that 50% of poorer household owned 10% of assets but 10% of richest household owned nearly 50% of total assets
?
Jisha P.G
Land ownership
Size category No: of landholdings in millions
1970-71 Marginal 36 1990-91 62
Area in millions
1970-71 15 1990-91 25
Small holding 24
Medium Large Total Source :RBI 8 3 71
34
8 2 106
49
48 50 162
67
67 29 166
Jisha P.G
Incomes and consumption
Rural income Rural income contributes 57% share of total income The CAGR of PI from 1970-71 of rural area was 10.95 in comparison to 10.74 in urban areas Non farm income raised from 32%to 47%
?
Jisha P.G
?
Self employed in agriculture
Value of output 7.4 9.2 9.1 Value of input 6.7 7.7 7.9
Period 1980s 1990s Both SOURCE: NATIONAL DEVELOPMENT BOARD
Jisha P.G
?
Wage laborers of agriculture
The 2001 census reveals thaty 10 crore people work as agriculture wage labour,earning average of Rs 80 to Rs 120
Jisha P.G
?
Sector
Income Disparity
Middle 40% Urban 4520 Rural 5110 Urban 8150 Top 30% Rural 9400 Urban 18720 All classe s Rural 5830 urban 10260
Bottom 30% Rural
Avg 3270 expendi ture Populat ion(milli on) SOUR CE 223
86
297
114
223
86
742
285
RBI
Rural enterprises
1998 economic census report- 1.7/3 crore enterprises in rural areas ? No. of workers: 2.4 crore to 3.8 crore ? Non farm sector will be a driving force for improving income and employment:
?
? Limited availability of cultivable land ? Shrinking labour pool ? Declining absorptive capacities of farm sector
Jisha P.G
District- Vaishali District State- Bihar
Village- Nijhama
Namrata Singh
About Nijhama
? ? ?
Vaishali District, Bihar. Population- 80,000 People Historical Background
Name Given by Buddha Nalanda School
Namrata Singh
Rural Marketing in Nijhama
?
Weekly once- Market
Monetary and Barter Systems
?
Blue/Indigo (Neel) Cultivation- British
?
?
Vegetable- Ladies Finger, Sweet Potato.
Fruits- Mango, Leechi
About Vaishali
? ?
Area- 2,360 Km Population- 27,18,421
Rural- 2531766 Urban-186655
Namrata Singh
Cont…
Sub-divisions Hajipur, Mahnar, Mahua ? Agriculture: Banana, Paddy, Wheat, Maize, Lentils. ? Industry: Sugar Factory ? Rivers: Ganges, Gandak, Nun, Kadane, Baya, Dumari Wala Nadi etc
?
Namrata Singh
Changing Consumption Patterns
Non- Food Category Rural Spending- Major Share Clothing Medical Services Fuel Needs Urban Spending- Major Share Rental Education Conveyance
?
Namrata Singh
Rural Infrastructure
?
Transport & Communication
Make Agricultural Enterprise and AgriIndustries competitive. Determine overall development of the region.
Namrata Singh
Cont…
?
Road Connectivity Basic Health & Educational Services Production and Trade & Commerce
Supports,
Used as Development Indicator
Kerala- Highest Road Length per Hundred Square Kilometers ( Pradhan Mantri Gram Sadak Yojna)
Cont….
?
Post Offices
Network
Largest Postal Network in the world
1,55,279 Post offices( 2oo2)
Gramin Dak Sewa- Rural Areas
Namrata Singh
Cont…
?
?
Radio Six radio stations at the time of Independence to more than 250 radio stations at present. Coverage- 98.8 % Spread over 90% of the country Television Rural Area- Doordarshan Focus- Increasing production of AgriProducts
Cont…
?
Press and Print Media
Advantage- Local Language Cost Disadvantage- Only 15% reach Rural areas Low Literacy Rate
Namrata Singh
Cont….
?
Telecom Services
More than 80% of villages are connected now.
Growth rate- 15%
?
Mobile Services
Saturated Urban Markets 15% of mobile users are in Rural area
(Mobile Postman Scheme)
Cont….
Electrification Stimulate Small scale Industries ? Social Infrastructure Facilities leading to Better Health Education Drinking Water Sanitation
?
“Better Quality of life”
Namrata Singh
NAYARAMBALAM
?
A coastal village on Vypin island in Ernakulum District The name Nayarambalam comes from Njayar (Sun) and Ambalam (Temple). It is believed that a temple of the Sun existed here
?
SourceWikipedia
Meera P.R.
•
The village is surrounded by Edavanakkad Gram Panchayat to the north, Narakkal Gram Panchayat to the South, the Arabian Sea to the West and Veeranpuzha to the east Agriculture and fishing were traditionally the main sources of income for the people, but now most of the people depend on Cochin city, the nearest city on the mainland.
•
Source - Wikipedia
Meera P.R.
Meera P.R.
THIRUVANKULAM
? ? ?
Small village near Tripunithura Place of interest include – Hill Palace Kochi Madurai Highway passes through this village
Source- Wikipedia
Meera P.R.
HILL PALACE
HEALTH
RURAL HEALTH SERVICES: • Primary health care infrastructure is divided into three tiers: a) Sub-Centres (SCs) b) Primary Health Centres c) Community Health Centres
Meera P.R.
a)
?
Sub-Centres This is the contact point between primary health care system and community The staff are assigned tasks relating to interpersonal communication to bring about behavioural change.
Meera P.R.
?
Sub-Centers are provided with drugs for treating minor ailments and those needed for taking care of the health needs of women and children. ? They are having a multi-purpose worker(male) and a Auxiliary NurseMidwife
?
Meera P.R.
b) Primary Health Centers ? This is the first contact point between the village community and a medical officer ? Established and maintained by State Government ? A PHC has a medical officer supported by fourteen paramedical and other staff
Meera P.R.
?
It act as a referral unit and has six sub centers and has four to six beds Activities- curative, preventive, and promotive health care as well as family welfare services
?
Meera P.R.
c) Community Health Centers
?
?
?
?
Established and maintained by State Government Has four medical specialists supported by twenty one paramedical and other staff Has 30 indoor beds with X-ray, Labour room, operation theatre and laboratory facilities Referral centers for four PHCs.
Meera P.R.
EDUCATION
?
Literacy Rate According To 2001 Census
Male Female Persons 46.58 72.99 59.21 80.06 71.18 86.42
Rural Urban
Total number of educational institutions, including colleges both public and private in rural is 1,228,501
Meera P.R.
?
In Nayarambalam There are two High Schools and many Primary Schools in Nayarambalam. These include Nayarambalam Bhagavathy Vilasom Higher secondary School, Lobelia English Medium Higher secondary School, Devi Vilasom Upper Primary School, and Wadel LP School.
Meera P.R.
PUBLIC DISTRIBUTION SYSTEM
?
The distribution of essential commodities to a large number of people through a network of Fair Price Shops on a regular basis. Often referred to as ration shops
?
Meera P.R.
AGRI INFRASTRUCTURE
India offers wide variety of food products at a quality and price unmatched in the world market ? Include- basmati rice and several other spices ? Agricultural marketing in India is according to the forces of demand and supply
?
Meera P.R.
?
?
Central Government organisations are included in agricultural marketing like The Food Corporation Of India, The Cotton corporation of India, Jute Corporation of India etc. Specialized marketing boards- rubber, coffee, tea, tobacco, spices etc.
Meera P.R.
MANDIS
It is the agricultural market set up by state governments to procure agricultural produce directly from farmers ? These may be categorized as grain mandis, cotton mandis, soya mandis and so on. ? They displays the latest commodity prices collected from the market sources
?
Meera P.R.
?
Purpose is to help buyers with the latest market information for common varieties of agro commodities and food stuff The price quote from the seller may vary depending upon the factors such as quantity, specification, packaging, payment method etc.
Meera P.R.
?
AGRICULTURE COOPERATIVES
?
A network of cooperatives at local, state and national levels assists in agricultural marketing in India
?
Commodities handled are food grains, jute, cotton, sugar, milk.
Meera P.R.
The National Agricultural Cooperative Marketing Federation of India was established in 1958 ? Handles much of the domestic and most of the export marketing for its member organisations
?
Meera P.R.
ABOUT MY PANCHAYAT
? ? ? ?
MATHILAKAM NH-17 NEAREST TOWN IS KODUNGALLUR PIN CODE IS 680685
? IT
IS HAVING 17 WARDS IN THE PANCHAYAT
Ginal Thilakan
CONTINUE……
? HOSPITAL ?
POLICE STATION
?
?
LDF IS RULING THE PANCHAYAT
POPULATION IS 24,656 (2001 CENSUS)
Sources: www.mathilakam.net
Ginal Thilakan
NAYARAMBALAM……
POPULATION IS 23,166(2001 CENSUS) ? 15 WARDS ? LITERACY RATE IS 94.69 ? SEX RATIO IS 1047 ? PINCODE IS 682509 ? VAYPEEN- PALLIPURAM ROAD ? NH – 42
?
Sources: Wkipedia
Ginal Thilakan
MARKETING INFRASTRUCTURE
HAATS: ? Haats play a vital role in the lives of villages because they provide:
? ? A first-point
contact for villages with the
market
? Means
for distributing local products and exchanging rural surplus.
Ginal Thilakan
? An
opportunity for buying daily necessities as well as farm supplies and equipment A place for political, social and cultural contact
?
Ginal Thilakan
MELAS
?
These occasions serve as the meeting groud for people from different communities and religious groups; for livelihood and agricultural communities; crafts and craftsmen
?
Melas are gatherings of people away from their residences for entertainments and for sale and purchase of goods and services at a particular time.
Ginal Thilakan
?
Melas can be classified on the following basis:
? Religious,
Cultural, Commercial (commodity, cattle exibition) ? Local, Regional and National ? One day, short duration, or long duration
Ginal Thilakan
SHOPS
? As per 2001 census, out of the 1.33 crore
shops in India, 55 lakh are in rural areas
Ginal Thilakan
COMMERCIAL INFRASTRUCTURE
REGIONAL RURAL BANKS RRB is set up on 1976 with the objective of developing the rural economy through the promotion of agriculture, trade, commerce and by extending credit particularly to small and marginal farmers and agricultural labours and small entrepreneurs. Authorized capital is RS 5 crores.
?
Ginal Thilakan
SCHEDULED COMMERCIAL BANKS
SCB are those banks that are included in the second schedule of RBI act 1934. ? Out of 65413 branches of SCB, 37098 are in rural areas
?
Ginal Thilakan
COOPERATIVE BANKS
3-tier pyramidal cooperative credit structure of rural cooperative banking sector. ? Apex level is state cooperative banks ? Intermediate level district central cooperative bank ? Grass-root level primary agricultural cooperative society. This will ensure short term credit flow for production purposes
?
Ginal Thilakan
THRISSUR
CULTURAL TRADITION The cultural tradition of the district goes back to very early days. There were great centers of learning and culture in the district in the ancient and early medieval periods. In the early centuries of the Christian era, Mathilakam was a great centre of learning and culture. Buddhist and Jain scholars of repute are said to have lived here and engaged themselves in teaching.
Geever
AGRICULTURE Rice , tapioca, coconut, areca nut, rubber, cashew and banana are the most important agricultural products of the district. The most important crop of the district is paddy. Thrissur is a land of fruits. No other district in the State grows a greater variety of fruits or has better facilities for horticulture. Plantain, jack fruits, mangoes, bread fruits, pineapples, etc., are grown in abundance in most parts of
Geever
Chavakkad TALUK Population Data(2007)
Rural Total Population: 315,017 Urban 138,681 Total 453,698
Male Population: Female Population:
146,106
64,554
210,660
168,911
74,127
243,038
Geever
Main Industries of Chavakkad
Curing of Areca nuts, ? Beedi Making Units, ? Fisheries, ? Match Industry
?
Geever
Govt. Policies & The Rural Face of Reforms
?
Changing rural infrastructure: Pradhan Mantri Gramodaya Yojana. Employment opportunities: PMRY for promoting self employment among educated unemployed rural youth. Sampoorna Grameen Rojgar Yojana: Employement Assurance scheme and Jawahar Gram Samridhi Yojana. 31 cr man days of work were provided in the yr 200203
Geever
?
?
?
Rural Housing: Indira Awaas yojana 20lakh housing units annually. Swarnajayanthi Gram Swarozgar Yojana: provided finance to about 1.7 cr women. District Rural Development Agency: agency for managing the anti poverty programmes.
Geever
?
?
A EXOTIC VILLAGE
Murali
THENI
•
Theni District (Tamil: ???? ????????) is a district of Tamil Nadu state in South India. The city of Theni is the district headquarters. The district is divided into two natural divisions: The hilly areas constituted by parts of the three taluks Periyakulam, Uthamapalayam and Andipatti with thick vegetation and perennial streams from the hills on the western side and Cumbum valley which lies in Uthamapalayam taluk.-MADRAI CITY Murali DATA.
THENI-TAMILNADU
PERIYAKULUM
?
As of 2001[update] India census,[2] Periyakulam had a population of 42,039. Males constitute 50% of the population and females 50%. Periyakulam has an average literacy rate of 76%, higher than the national average of 59.5%: male literacy is 82%, and female literacy is 69%. In Periyakulam, 10% of the population is under 6 years of age.-WIKIPEDIA
Murali
KUMBAGARAI FALLS
Murali
“JALLIKATU”
Murali
LIFESTYLE OF PEOPLE
Murali
NABARD
?
NABARD
Murali
THANK YOU
doc_143395709.ppt
Rural Marketing is defined as any marketing activity in which the one dominant participant is from a rural area.
THE RURAL ECONOMY
KANNUR
?
? ?
?
?
Kannur - 4th largest urban agglomeration in Kerala after Kochi, Thiruvananthapuram and Kozhikode. population of 4,98,207. Kannur is famous for its pristine beaches; Theyyam, its native performing art; and its handloom industry. Kannur is of great strategic military importance. average literacy rate of 83%, Male literacy is 84% and female literacy is 83%. In Kannur, 12% of the population is under 6 years of age.
Sruthi Hari
? ?
Fathers & Mothers Village
Vengad is a village panchayath situated near Mattannur in Thalassery taluk, Kannur district, Kerala, South India. ? Most of the people are middle layer. ? Weaving is the important job of the people. ? It contains temples, paddys etc. Area: 20.04 km2. ? Population:31275
?
Source:- Wikipedia
Sruthi Hari
INTRODUCTION
The rural economy was perceived to be a slow growth agricultural economy, dependent on traditional technology. ? This perception began to change during the years of green,blue and white revolution. ? Economic liberalisation has transformed the rural economy into a vibrant and growing economy, with rapidly rising incomes.
?
Sruthi Hari
ECONOMIC SCENARIO IN RURAL INDIA
?
Rural India constitutes the heart of India, generating more than half the national income. The transition began with the Green Revolution in Punjab(1952-65), when the agricultural output grew at an annual rate of more than 5.5%, which compares favorably with the output of the developed nations.
?
Sruthi Hari
?
The above factor lead to Increase production
in the agriculture sector which led to improved living conditions and economic prosperity among farmers.
?
Operation Flood introduced in 1970 , ended the milk famine in the country. This turned farmer cooperatives into powerful agents who helped transform India into the largest milk producer in the world. ie 1crore farm members spread over 70,000 villages.
Sruthi Hari
?
?
Operation flood was followed by the Blue Revolution , which led India to become the second largest producer of inland fish in the world.
The sharp increase in the MSP of food grain over the last 20 years has helped in better price realization for farmers leading to higher incomes.
?
Sruthi Hari
The Changing Face of Rural Development
Over the past 5 decades between 1950 and 2000 , the rural economy in India has graduated from being a „barter economy? to a cash rich economy. ? Since 1951, when the first five year plan was introduced , a number of initiatives were taken by the govt to improve the quality of life of rural people.
Sruthi Hari
?
The allocation for rural development has increased from Rs 89000 crore in the Seventh plan to Rs 34,400 crore, Rs 89000 crore and Rs 120000 crore in the eigth, ninth and the tenth plans respectively. The flow of agriculural credit has increased from Rs 32,000 crore (1997-1998) to Rs 1,05,000 crore(2004-05). Rapid increse in the rural literacy level( 59% by 2001). Source:-Rural Marketing Text Book( Pradeep Kashyap, Siddhartha Raut)
Sruthi Hari
?
?
?
The factors that have resulted in the improvement of human development in rural india are: ? Improvement in health indicators ? Increase in percapita expenditure ? Improvement in housing ? Decline in poverty levels ? Increase in life expectancy
Sruthi Hari
The HDI( human development index) is an indicator of human development. ? It considers various aspects of human life and status of human prosperity. ? The HDI improved by 26% in 1980s and by another 24% in the 1990s, both in rural as well as urban areas. ? The rural-urban gap in the area of human development has declined from around 1.7 in the early 1980s to 1.5 in the early 1990s
?
Sruthi Hari
?
The proportion of the deprived on the HPI (Human Poverty Index) in the early 1980s was significantly higher for rural areas at about 53% as against about 27% in urban areas.
?
Source: Rural Marketing Text( Pradeep Kashyap, Siddhartha Raut)
Sruthi Hari
The development exercise: the five year plan
To improve the quality of life in rural areas, the allocations for rural development and agriculture have been increased substantially over consecutive 5 year plans
Sruthi Hari
?
The increase for agriculture has been five-fold and the increase in rural development has been thirteen times between seventh and tenth plan.
For the purpose of planning the government of India has classified economic activity into 3major sectors: a) Primary Sector: includes agriculture and allied activities such as livestock, fishing and forestry b) Secondary Sector: includes mining and manufacturing activities c) Tertiary Sector: encompasses all services such as transport, communication,trade,financial services etc.
Sruthi Hari
The share of primary sector has come down from 57.2% of GDP in 1950-51 to 23.9% in 2001-02. The GDP share of the other two sectors has doubled during the same period.
Source: 2001 census
Sruthi Hari
Perintalmanna
•
Perintalmanna- Malappuram district • Land Area: 34.41 km² • Got its name due to a perum thalle • Capital city of valluvanad- ruled by valluvakonathiris, a branch of the pallava dynasty of the ancient Tamil kingdoms • East India company established their first high school, first court and first taluk office in perintalmanna • Famous for the temples and festivals
Anju Kar
As of 2001 India census, ? Perinthalmanna had a population of 44,613. ? Males constitute 48% of the population and females 52%. ? Perinthalmanna has an average literacy rate of 81%, higher than the national average of 59.5% ? male literacy is 83%, and female literacy is 79%. ? In Perinthalmanna, 14% of the population is under 6 years of age. Anju Kar
?
Transition of rural economy
Food grain crops----cash crops ? On-land activities---off-land ? Farm activities-------non farm activities
?
Anju Kar
Rural economic structure
Rural economy Farm sector (agri and allied)
Non-Farm sector
Rural industries
Rural services
agriculture
Agro processing
Retailing and trading
Animal husbandary
Manufacturing
Community and social service
Horticulture
Mining and quarying
Transport and storage
Forestry
Construction
Communication
Fishing
Anju Kar
Farm sector: agriculture and allied activities
Contribution to GDP ? 73% of rural population ? Growth 9.1% in 2003-04--- 211 million tonnes ? Agri ailed sector ? Largest milk producer ? Second largest producer of inland fish
?
Anju Kar
Mechanization and inputs
Tractor producing country- 2.5 lakh tractors ? 45.3% in 1971 to 9.5% in 2001 ? Consumption of fertilizer increased over 300% (81-01) ? Irrigated area 29% to 38%(80-96) ? Better productivity
?
Anju Kar
Non farm sector and rural industries
Secondary and tertiary activities not included in agriculture ? Secondary sector: cotton textile, wood, pottery , food, metal products etc ? Tertiary sector: trade transport, education, personal services
?
Anju Kar
Rural enterprises
1998 economic census report- 1.7/3 crore enterprises in rural areas ? No. of workers: 2.4 crore to 3.8 crore ? Non farm sector will be a driving force for improving income and employment:
?
? Limited availability of cultivable land ? Shrinking labour pool ? Declining absorptive capacities of farm sector
Attingal (mom and dad from same village)
Attingal is a city in trivandrum ? Keezhattingal is a village . ? Population of 14129 with 6484 males and 7645 females
?
Source: wikipedia.com
Jisha P.G.
Tourism spots Sarkara devi temple Anchuthenga Attingal palace
?
Jisha P.G
Industries ? Match box factory ? Papadam making
?
Jisha P.G
Rural occupation and employment structure
Primary 1983 81.5 Secondary 9 Tertiary 9.4 Rural non farm 18.4
1993-94
1999-2000 Source NSSO
78.2
76.1
10.2
11.3
11.5
12.5
21.7
23.8
Migration
According to NSSO-there is a increase in rural migrants to urban areas The migration to urban areas has come down from 62.2 % to 56.5%between 1990 and 2000
Jisha P.G
Size and distribution of Rural assets
RBI survey of rural assets reveals that 50% of poorer household owned 10% of assets but 10% of richest household owned nearly 50% of total assets
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Jisha P.G
Land ownership
Size category No: of landholdings in millions
1970-71 Marginal 36 1990-91 62
Area in millions
1970-71 15 1990-91 25
Small holding 24
Medium Large Total Source :RBI 8 3 71
34
8 2 106
49
48 50 162
67
67 29 166
Jisha P.G
Incomes and consumption
Rural income Rural income contributes 57% share of total income The CAGR of PI from 1970-71 of rural area was 10.95 in comparison to 10.74 in urban areas Non farm income raised from 32%to 47%
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Jisha P.G
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Self employed in agriculture
Value of output 7.4 9.2 9.1 Value of input 6.7 7.7 7.9
Period 1980s 1990s Both SOURCE: NATIONAL DEVELOPMENT BOARD
Jisha P.G
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Wage laborers of agriculture
The 2001 census reveals thaty 10 crore people work as agriculture wage labour,earning average of Rs 80 to Rs 120
Jisha P.G
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Sector
Income Disparity
Middle 40% Urban 4520 Rural 5110 Urban 8150 Top 30% Rural 9400 Urban 18720 All classe s Rural 5830 urban 10260
Bottom 30% Rural
Avg 3270 expendi ture Populat ion(milli on) SOUR CE 223
86
297
114
223
86
742
285
RBI
Rural enterprises
1998 economic census report- 1.7/3 crore enterprises in rural areas ? No. of workers: 2.4 crore to 3.8 crore ? Non farm sector will be a driving force for improving income and employment:
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? Limited availability of cultivable land ? Shrinking labour pool ? Declining absorptive capacities of farm sector
Jisha P.G
District- Vaishali District State- Bihar
Village- Nijhama
Namrata Singh
About Nijhama
? ? ?
Vaishali District, Bihar. Population- 80,000 People Historical Background
Name Given by Buddha Nalanda School
Namrata Singh
Rural Marketing in Nijhama
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Weekly once- Market
Monetary and Barter Systems
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Blue/Indigo (Neel) Cultivation- British
?
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Vegetable- Ladies Finger, Sweet Potato.
Fruits- Mango, Leechi
About Vaishali
? ?
Area- 2,360 Km Population- 27,18,421
Rural- 2531766 Urban-186655
Namrata Singh
Cont…
Sub-divisions Hajipur, Mahnar, Mahua ? Agriculture: Banana, Paddy, Wheat, Maize, Lentils. ? Industry: Sugar Factory ? Rivers: Ganges, Gandak, Nun, Kadane, Baya, Dumari Wala Nadi etc
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Namrata Singh
Changing Consumption Patterns
Non- Food Category Rural Spending- Major Share Clothing Medical Services Fuel Needs Urban Spending- Major Share Rental Education Conveyance
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Namrata Singh
Rural Infrastructure
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Transport & Communication
Make Agricultural Enterprise and AgriIndustries competitive. Determine overall development of the region.
Namrata Singh
Cont…
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Road Connectivity Basic Health & Educational Services Production and Trade & Commerce
Supports,
Used as Development Indicator
Kerala- Highest Road Length per Hundred Square Kilometers ( Pradhan Mantri Gram Sadak Yojna)
Cont….
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Post Offices
Network
Largest Postal Network in the world
1,55,279 Post offices( 2oo2)
Gramin Dak Sewa- Rural Areas
Namrata Singh
Cont…
?
?
Radio Six radio stations at the time of Independence to more than 250 radio stations at present. Coverage- 98.8 % Spread over 90% of the country Television Rural Area- Doordarshan Focus- Increasing production of AgriProducts
Cont…
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Press and Print Media
Advantage- Local Language Cost Disadvantage- Only 15% reach Rural areas Low Literacy Rate
Namrata Singh
Cont….
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Telecom Services
More than 80% of villages are connected now.
Growth rate- 15%
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Mobile Services
Saturated Urban Markets 15% of mobile users are in Rural area
(Mobile Postman Scheme)
Cont….
Electrification Stimulate Small scale Industries ? Social Infrastructure Facilities leading to Better Health Education Drinking Water Sanitation
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“Better Quality of life”
Namrata Singh
NAYARAMBALAM
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A coastal village on Vypin island in Ernakulum District The name Nayarambalam comes from Njayar (Sun) and Ambalam (Temple). It is believed that a temple of the Sun existed here
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SourceWikipedia
Meera P.R.
•
The village is surrounded by Edavanakkad Gram Panchayat to the north, Narakkal Gram Panchayat to the South, the Arabian Sea to the West and Veeranpuzha to the east Agriculture and fishing were traditionally the main sources of income for the people, but now most of the people depend on Cochin city, the nearest city on the mainland.
•
Source - Wikipedia
Meera P.R.
Meera P.R.
THIRUVANKULAM
? ? ?
Small village near Tripunithura Place of interest include – Hill Palace Kochi Madurai Highway passes through this village
Source- Wikipedia
Meera P.R.
HILL PALACE
HEALTH
RURAL HEALTH SERVICES: • Primary health care infrastructure is divided into three tiers: a) Sub-Centres (SCs) b) Primary Health Centres c) Community Health Centres
Meera P.R.
a)
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Sub-Centres This is the contact point between primary health care system and community The staff are assigned tasks relating to interpersonal communication to bring about behavioural change.
Meera P.R.
?
Sub-Centers are provided with drugs for treating minor ailments and those needed for taking care of the health needs of women and children. ? They are having a multi-purpose worker(male) and a Auxiliary NurseMidwife
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Meera P.R.
b) Primary Health Centers ? This is the first contact point between the village community and a medical officer ? Established and maintained by State Government ? A PHC has a medical officer supported by fourteen paramedical and other staff
Meera P.R.
?
It act as a referral unit and has six sub centers and has four to six beds Activities- curative, preventive, and promotive health care as well as family welfare services
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Meera P.R.
c) Community Health Centers
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?
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Established and maintained by State Government Has four medical specialists supported by twenty one paramedical and other staff Has 30 indoor beds with X-ray, Labour room, operation theatre and laboratory facilities Referral centers for four PHCs.
Meera P.R.
EDUCATION
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Literacy Rate According To 2001 Census
Male Female Persons 46.58 72.99 59.21 80.06 71.18 86.42
Rural Urban
Total number of educational institutions, including colleges both public and private in rural is 1,228,501
Meera P.R.
?
In Nayarambalam There are two High Schools and many Primary Schools in Nayarambalam. These include Nayarambalam Bhagavathy Vilasom Higher secondary School, Lobelia English Medium Higher secondary School, Devi Vilasom Upper Primary School, and Wadel LP School.
Meera P.R.
PUBLIC DISTRIBUTION SYSTEM
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The distribution of essential commodities to a large number of people through a network of Fair Price Shops on a regular basis. Often referred to as ration shops
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Meera P.R.
AGRI INFRASTRUCTURE
India offers wide variety of food products at a quality and price unmatched in the world market ? Include- basmati rice and several other spices ? Agricultural marketing in India is according to the forces of demand and supply
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Meera P.R.
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Central Government organisations are included in agricultural marketing like The Food Corporation Of India, The Cotton corporation of India, Jute Corporation of India etc. Specialized marketing boards- rubber, coffee, tea, tobacco, spices etc.
Meera P.R.
MANDIS
It is the agricultural market set up by state governments to procure agricultural produce directly from farmers ? These may be categorized as grain mandis, cotton mandis, soya mandis and so on. ? They displays the latest commodity prices collected from the market sources
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Meera P.R.
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Purpose is to help buyers with the latest market information for common varieties of agro commodities and food stuff The price quote from the seller may vary depending upon the factors such as quantity, specification, packaging, payment method etc.
Meera P.R.
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AGRICULTURE COOPERATIVES
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A network of cooperatives at local, state and national levels assists in agricultural marketing in India
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Commodities handled are food grains, jute, cotton, sugar, milk.
Meera P.R.
The National Agricultural Cooperative Marketing Federation of India was established in 1958 ? Handles much of the domestic and most of the export marketing for its member organisations
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Meera P.R.
ABOUT MY PANCHAYAT
? ? ? ?
MATHILAKAM NH-17 NEAREST TOWN IS KODUNGALLUR PIN CODE IS 680685
? IT
IS HAVING 17 WARDS IN THE PANCHAYAT
Ginal Thilakan
CONTINUE……
? HOSPITAL ?
POLICE STATION
?
?
LDF IS RULING THE PANCHAYAT
POPULATION IS 24,656 (2001 CENSUS)
Sources: www.mathilakam.net
Ginal Thilakan
NAYARAMBALAM……
POPULATION IS 23,166(2001 CENSUS) ? 15 WARDS ? LITERACY RATE IS 94.69 ? SEX RATIO IS 1047 ? PINCODE IS 682509 ? VAYPEEN- PALLIPURAM ROAD ? NH – 42
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Sources: Wkipedia
Ginal Thilakan
MARKETING INFRASTRUCTURE
HAATS: ? Haats play a vital role in the lives of villages because they provide:
? ? A first-point
contact for villages with the
market
? Means
for distributing local products and exchanging rural surplus.
Ginal Thilakan
? An
opportunity for buying daily necessities as well as farm supplies and equipment A place for political, social and cultural contact
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Ginal Thilakan
MELAS
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These occasions serve as the meeting groud for people from different communities and religious groups; for livelihood and agricultural communities; crafts and craftsmen
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Melas are gatherings of people away from their residences for entertainments and for sale and purchase of goods and services at a particular time.
Ginal Thilakan
?
Melas can be classified on the following basis:
? Religious,
Cultural, Commercial (commodity, cattle exibition) ? Local, Regional and National ? One day, short duration, or long duration
Ginal Thilakan
SHOPS
? As per 2001 census, out of the 1.33 crore
shops in India, 55 lakh are in rural areas
Ginal Thilakan
COMMERCIAL INFRASTRUCTURE
REGIONAL RURAL BANKS RRB is set up on 1976 with the objective of developing the rural economy through the promotion of agriculture, trade, commerce and by extending credit particularly to small and marginal farmers and agricultural labours and small entrepreneurs. Authorized capital is RS 5 crores.
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Ginal Thilakan
SCHEDULED COMMERCIAL BANKS
SCB are those banks that are included in the second schedule of RBI act 1934. ? Out of 65413 branches of SCB, 37098 are in rural areas
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Ginal Thilakan
COOPERATIVE BANKS
3-tier pyramidal cooperative credit structure of rural cooperative banking sector. ? Apex level is state cooperative banks ? Intermediate level district central cooperative bank ? Grass-root level primary agricultural cooperative society. This will ensure short term credit flow for production purposes
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Ginal Thilakan
THRISSUR
CULTURAL TRADITION The cultural tradition of the district goes back to very early days. There were great centers of learning and culture in the district in the ancient and early medieval periods. In the early centuries of the Christian era, Mathilakam was a great centre of learning and culture. Buddhist and Jain scholars of repute are said to have lived here and engaged themselves in teaching.
Geever
AGRICULTURE Rice , tapioca, coconut, areca nut, rubber, cashew and banana are the most important agricultural products of the district. The most important crop of the district is paddy. Thrissur is a land of fruits. No other district in the State grows a greater variety of fruits or has better facilities for horticulture. Plantain, jack fruits, mangoes, bread fruits, pineapples, etc., are grown in abundance in most parts of
Geever
Chavakkad TALUK Population Data(2007)
Rural Total Population: 315,017 Urban 138,681 Total 453,698
Male Population: Female Population:
146,106
64,554
210,660
168,911
74,127
243,038
Geever
Main Industries of Chavakkad
Curing of Areca nuts, ? Beedi Making Units, ? Fisheries, ? Match Industry
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Geever
Govt. Policies & The Rural Face of Reforms
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Changing rural infrastructure: Pradhan Mantri Gramodaya Yojana. Employment opportunities: PMRY for promoting self employment among educated unemployed rural youth. Sampoorna Grameen Rojgar Yojana: Employement Assurance scheme and Jawahar Gram Samridhi Yojana. 31 cr man days of work were provided in the yr 200203
Geever
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Rural Housing: Indira Awaas yojana 20lakh housing units annually. Swarnajayanthi Gram Swarozgar Yojana: provided finance to about 1.7 cr women. District Rural Development Agency: agency for managing the anti poverty programmes.
Geever
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A EXOTIC VILLAGE
Murali
THENI
•
Theni District (Tamil: ???? ????????) is a district of Tamil Nadu state in South India. The city of Theni is the district headquarters. The district is divided into two natural divisions: The hilly areas constituted by parts of the three taluks Periyakulam, Uthamapalayam and Andipatti with thick vegetation and perennial streams from the hills on the western side and Cumbum valley which lies in Uthamapalayam taluk.-MADRAI CITY Murali DATA.
THENI-TAMILNADU
PERIYAKULUM
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As of 2001[update] India census,[2] Periyakulam had a population of 42,039. Males constitute 50% of the population and females 50%. Periyakulam has an average literacy rate of 76%, higher than the national average of 59.5%: male literacy is 82%, and female literacy is 69%. In Periyakulam, 10% of the population is under 6 years of age.-WIKIPEDIA
Murali
KUMBAGARAI FALLS
Murali
“JALLIKATU”
Murali
LIFESTYLE OF PEOPLE
Murali
NABARD
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NABARD
Murali
THANK YOU
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