Rural Development in Current Scenario of Firm Sector


Jaya Kosley,

Hidayatullah National Law University, Raipur




There is considerable interest today in getting the private sector more involved in rural development. One potential means is the “core-satellite” model, where corporate food processors link up with small farmers through production contracts, exchanging agricultural inputs and services for assured deliveries of produce. Despite some attractive features, however, the model is feasible only when specific economic, technical, and social conditions prevail, conditions including active government support.


Today big industries/multinational companies are using rural marketing as a tool not only exploiting opportunities existing in rural areas but see that along with selling their products in rural areas, they help the people develop themselves without being exploited by any means. The government should attempt to bring to everyone's focus the major role of rural marketing for bridging the widening inequality between the rural and urban economy in India. The government should re-conceptualize rural marketing and should highlight the real need for dual perspective. This difficult task could be achieved with the help of rural producers who can compete in marketplace with comparative and competitive advantage and consolidation of rural enterprises and agriculture.


Therefore, rural and agriculture enterprises are in dire need to be linked together to rural markets, minimizing the market resistance to the rural products and also maximizing the market orientation of the rural enterprises. One more point to add is rural marketing cannot be separated from rural development; rather it is a tool, with which the rural resources can get a better exposure of the larger markets. India's rural market could have been stronger than the present position. In the villages and small towns, it has been a very different picture. "The rural market is insulated from the global meltdown," The rural part of our economy has been untouched by credit cards and mortgages as known in the West." India's rural market could have been stronger than the present position. The policymakers have not made adequate infrastructure for rural India.


So, we have to think in all angles of the practical situations in rural market and then only we, can successfully serve rural market and make Indian villages happy with all facilities and also ensuring growth of business through rural areas.



Received on 20.02.2012

Accepted on 23.03.2012

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