Rural Demographics
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Defining RuralDefining Rural
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CensusCensus
Basic Unit of rural areas is revenueBasic Unit of rural areas is revenuevillage, might comprise of severalvillage, might comprise of severalhamlets demarcated by physicalhamlets demarcated by physicalboundaries.boundaries.
Any habitation with a populationAny habitation with a populationdensity of less than 400 per sq.km,density of less than 400 per sq.km,75% of the male working population75% of the male working population
is engaged in agriculture and thereis engaged in agriculture and thereexists no municipality or board.exists no municipality or board.
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RBI and NABARDRBI and NABARD
Locations withLocations with
populations uptopopulations upto
10,000 will be10,000 will beconsidered as ruralconsidered as rural
and 10,000and 10,000--1,00,0001,00,000
as semi urbanas semi urban
PlanningPlanningCommissionCommission
Towns withTowns with
population uptopopulation upto15,000 will be15,000 will be
considered as ruralconsidered as rural
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FMCG companiesFMCG companies
The rural marketsThe rural marketscan be defined ascan be defined asall locations havingall locations having
population uptopopulation upto20,000 irrespective20,000 irrespectiveof their status asof their status asvillages or towns.villages or towns.
Consumer DurablesConsumer Durables
The rural marketsThe rural marketscan be defined ascan be defined asall locations havingall locations having
population up topopulation up to50,00050,000
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National Commission on agricultureNational Commission on agriculture
Rural marketing is a process whichRural marketing is a process whichstarts with a decision to produce astarts with a decision to produce asaleable farm commodity and itsaleable farm commodity and it
involves all the aspects of marketinvolves all the aspects of marketstructure or system, both functionalstructure or system, both functionaland institutional based on technical andand institutional based on technical andeconomic considerations and includeeconomic considerations and includepre and post harvest operationspre and post harvest operationsassembling, grading, storage,assembling, grading, storage,transportation and distribution.transportation and distribution.
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ThompsonThompson
The study of rural marketingThe study of rural marketingcomprises all the operations andcomprises all the operations andagencies conducting them, involvedagencies conducting them, involved
in the movement of farm producedin the movement of farm producedfood, raw materials and theirfood, raw materials and theirderivatives such as textiles, from thederivatives such as textiles, from thefarms to the final consumers and thefarms to the final consumers and theeffects of such operations oneffects of such operations onproducers, middleman andproducers, middleman andconsumers.consumers.
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Urban
U
r
b
a
n
Rural
R
ur
a
l
Production
M
a
r
k
et
Brandedconsumables anddurables (Organized)
Farm and non farmgoods and services(Unorganized sector)
Agri produce, rawmaterials, art andhandicraft etc
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Corporate rural marketingCorporate rural marketing
Rural marketing can be defined as aRural marketing can be defined as afunction that manages all activitiesfunction that manages all activitiesinvolved in assessing, stimulating andinvolved in assessing, stimulating andconverting the purchasing power of ruralconverting the purchasing power of rural
consumers into an effective demand forconsumers into an effective demand forspecific products and services and movingspecific products and services and movingthem to the people of rural areas to createthem to the people of rural areas to createsatisfaction and a better standard of livingsatisfaction and a better standard of living
and thereby achieving organizational goaland thereby achieving organizational goal
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Evolution of rural marketingEvolution of rural marketing
Phase I (Before 1960s)Phase I (Before 1960s)
Phase II (1960Phase II (1960--1990)1990)
Phase III (1990 to presentPhase III (1990 to present))
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Phase I (before 1960)Phase I (before 1960)
Marketing synonymous withMarketing synonymous withAgricultural marketing only.Agricultural marketing only.
Marketing evolved keeping in mindsMarketing evolved keeping in mindsthe urban consumerthe urban consumer
Limited use of technologicalLimited use of technologicaladvancements in farmingadvancements in farming
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Phase II (1960Phase II (1960--90)90) Marketing of agricultural inputs started.Marketing of agricultural inputs started.
The phase was marked by increase inThe phase was marked by increase inagricultural output.agricultural output.
Characterized by green revolution, whiteCharacterized by green revolution, white
revolution and KVIC.revolution and KVIC. This period saw the emergence of M&M,This period saw the emergence of M&M,
Eicher, Escorts, Sriram fertilisers andEicher, Escorts, Sriram fertilisers andIFFCO.IFFCO.
Apart from these govt started variousApart from these govt started variousfairs, melas and exhibition to promote thefairs, melas and exhibition to promote therural crafts.rural crafts.
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Phase III (1990 onwards)Phase III (1990 onwards)
Marketing of consumables and durables.Marketing of consumables and durables.
As per census 2001, 72.2% population stillAs per census 2001, 72.2% population stilllives in rural areas.lives in rural areas.
From 1990 onwards 15 good rainfallsFrom 1990 onwards 15 good rainfalls(leaving 02,03)(leaving 02,03)
Govt expenditure was increased fromGovt expenditure was increased from30,000 to 90,000 Cr from 830,000 to 90,000 Cr from 8thth to 10to 10thth fivefiveyear plan.year plan.
LPG processLPG process
Rural markets as compulsion and choice.Rural markets as compulsion and choice.
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Some FiguresSome Figures Rise in rural income as per NCAER reportRise in rural income as per NCAER report
1998 the percentage of consuming class1998 the percentage of consuming classhousehold i.e. annual income 45,001 tohousehold i.e. annual income 45,001 to2,15,000 in rural India and urban India are2,15,000 in rural India and urban India areequal.equal.
With same income the disposable surplusWith same income the disposable surplusin rural areas more.in rural areas more.
HUL earns more than 50% of its totalHUL earns more than 50% of its totalrevenue from this market.revenue from this market.
Same is with organistions making drySame is with organistions making drycells, wristwatches, cassette recorders,cells, wristwatches, cassette recorders,soaps, tea & many other productsoaps, tea & many other productcategories.categories.
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There are 42,000 rural haats asThere are 42,000 rural haats ascompared to total 35,000 retailcompared to total 35,000 retailchains in U.S.A.chains in U.S.A.
50% of BSNL mobile connections in50% of BSNL mobile connections invillages.villages.
There are 80 million Kisan CreditThere are 80 million Kisan Creditcards which is more compared tocards which is more compared tocredit and debit cards in urban India.credit and debit cards in urban India.
Electricity consumption has gone upElectricity consumption has gone upmany folds in rural areas.many folds in rural areas.
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Constitution ofRural MarketsConstitution ofRural Markets
Consumer Markets (Individuals &Consumer Markets (Individuals &Households)Households)
Institutional market (Agriculture &Institutional market (Agriculture &allied, poultry, fishing, cottage,allied, poultry, fishing, cottage,schools etc).schools etc).
Services Market (Consumer &Services Market (Consumer &institutional).institutional).
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Consumer MarketConsumer Market
Products Required:Products Required:
Consumables: Food products,Consumables: Food products,toiletries, cosmetics, textiles,toiletries, cosmetics, textiles,
garments and footwear.garments and footwear. Durables: Watches, Bicycle, TelevisionDurables: Watches, Bicycle, Television
sets, Radio, Home appliances, 2 & 4sets, Radio, Home appliances, 2 & 4
Wheelers.Wheelers.
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Institutional marketsInstitutional markets
ProductsProducts
Consumables: Agri inputs, animalConsumables: Agri inputs, animalfeed, petrol, diesel and engine oils.feed, petrol, diesel and engine oils.
Durables: Agri implements likeDurables: Agri implements likeTractors, threshers, pump sets,Tractors, threshers, pump sets,harvesters etcharvesters etc
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ServicesServices
BankingBanking
InsuranceInsurance
CreditCredit HealthcareHealthcare
PowerPower
CommunicationCommunication EducationEducation
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Size of rural marketSize of rural market
Total size of ruralTotal size of rural
markets is 1,23,000markets is 1,23,000Cr.Cr.
Size of FMCG marketSize of FMCG marketwas 41,500 Cr in 98was 41,500 Cr in 98--
99.99. Out of 87.4 Cr unitsOut of 87.4 Cr units
of Durables assetsof Durables assetssold till 98sold till 98--99 rural99 rural
market accounts formarket accounts for54%.54%.
Annual Size (2002)Annual Size (2002)
FMCGFMCG 65,000 Cr65,000 Cr
Agri InputsAgri Inputs 45,000 Cr45,000 Cr
2/42/4wheelerswheelers
8000 Cr8000 Cr
DurablesDurables 5000 Cr5000 Cr
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Rural DemographyRural Demography
Demography is the scientific study of human
population dynamics. It encompasses the
study of the size, structure and distribution
of populations, and how populations changeover time due to births, deaths, migration
and ageing. Demographic analysis can relate
to whole societies or to groups defined bycriteria such as education, nationality,
religion and ethnicity.
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Population and its DistributionPopulation and its Distribution
19911991 20012001(in Mn)(in Mn)
TotalTotal
populapopulationtion
848.3848.3 1026.91026.9
RuralRuralpopulapopula
tiontion
628.8628.8 741.6741.6
PercenPercentagetage
74.374.3 72.272.2
Distribution ofDistribution ofpopulation by age grouppopulation by age group(1991)(1991)
AgeAge RuralRural UrbanUrban
00--0404 1313 1111
0505--1414 2626 2323
1515--1919 99 1010
2020--3434 2323 2828
3535--5454 1919 2020
55+55+ 1010 0808
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EducationEducation
Rural literacyRural literacy 19811981 19911991 20012001% of literates% of literates 3636 4545 5959
Education LevelEducation Level RuralRural UrbanUrban
Below PrimaryBelow Primary 29.229.2 18.418.4
Primary But below middlePrimary But below middle 31.631.6 23.923.9
Middle but below MatriculationMiddle but below Matriculation 21.021.0 20.820.8
Matriculation but below GraduateMatriculation but below Graduate 15.515.5 26.126.1
Graduate and aboveGraduate and above 2.72.7 10.810.8
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Rural Housing PatternRural Housing Pattern
House TypeHouse Type 19811981 19911991 20012001PuccaPucca 2222 3131 4141
SemiSemi-- PuccaPucca 3737 3636 3636
KucchaKuccha 4141 3333 2323
Of the total 125 million rural house
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Occupational PatternOccupational Pattern
Heads occupationHeads occupation UrbanUrban RuralRural
HousewifeHousewife 0.840.84 1.011.01
CultivatorCultivator 3.453.45 40.8640.86
Wage EarnerWage Earner 20.9320.93 35.2835.28
Salary EarnerSalary Earner 40.7240.72 11.2811.28
ProfessionalProfessional 3.593.59 0.730.73
ArtisanArtisan 6.906.90 3.413.41Petty ShopkeeperPetty Shopkeeper 16.0516.05 4.974.97
BusinessmanBusinessman 3.683.68 0.460.46
OthersOthers 3.853.85 1.981.98
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Income generationIncome generation
Sources Of IncomeSources Of Income Proportion to total ruralProportion to total ruralincomeincome
AgricultureAgriculture 5959
Agricultural WagesAgricultural Wages 1616
Business and CraftsBusiness and Crafts 99
NonNon--agricultural wagesagricultural wages 77
SalariesSalaries 33
CurrentTransfersCurrentTransfers 22
OthersOthers 44
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LanddistributionLanddistributionSize (In hectares)Size (In hectares) Proportion ofProportion of
holdings (%)holdings (%)Proportion of areaProportion of areaCultivated (%)Cultivated (%)
Marginal (up to 1 )Marginal (up to 1 ) 56.556.5 12.212.2Small (1Small (1--2)2) 1818 14.114.1
Semi medium (2Semi medium (2--4)4) 1414 21.221.2Medium (4Medium (4--10)10) 9.19.1 29.729.7Large (above 10)Large (above 10) 2.42.4 22.822.8
There were 71 million holdings in year 1970-71which increased to 89 million in 1980-81 and 98million in 1985-86. Now the number has exceeded100 million
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Land Use patternLand Use pattern
Of the total 175Of the total 175--80 million hectares80 million hectarescultivable land nearly 70% iscultivable land nearly 70% isoccupied by food crops andoccupied by food crops andremaining by non food crops.remaining by non food crops.
Nearly half of the food crop producedNearly half of the food crop producedis retained for self consumption.is retained for self consumption.
While almost the entire non foodWhile almost the entire non food
crop like sugarcane, cotton iscrop like sugarcane, cotton ismarketed.marketed.
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Nearly 65Nearly 65--70 % of area covered by food70 % of area covered by foodcrop is under HYV seeds .crop is under HYV seeds .
In wheat and rice it is 87 and 64%In wheat and rice it is 87 and 64%respectively.respectively. For non food crops it is 40For non food crops it is 40--50%50% Till 99Till 99--2000 India created an irrigation2000 India created an irrigation
potential of 94.07 million hectares of landpotential of 94.07 million hectares of land(approx 50%).(approx 50%). Nearly 80% of wheat is irrigated whileNearly 80% of wheat is irrigated while
corresponding figures for rice is 45%.corresponding figures for rice is 45%. Still 60% of farmers are dependent onStill 60% of farmers are dependent on
rainfall.rainfall. Wherever irrigation facilities are availableWherever irrigation facilities are available
technology adoption is also higher.technology adoption is also higher.
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R
ural InfrastructureR
ural Infrastructure
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Post OfficesPost Offices
India has 1,55,279 post offices (MarchIndia has 1,55,279 post offices (March2002) of which 1,38,756 are in rural areas2002) of which 1,38,756 are in rural areas
Country divided into 22 postal circles andCountry divided into 22 postal circles and
further into divisionsfurther into divisions They are categorized as Head, sub andThey are categorized as Head, sub and
branch post office.branch post office.
Gramin Dak Sewa Branch in rural areas.Gramin Dak Sewa Branch in rural areas.
On an Avg a post office serves an area ofOn an Avg a post office serves an area of21.17 sq km and a population of 6,61421.17 sq km and a population of 6,614personspersons
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Postal Life Insurance started in1884
Rural Postal Life Insurancestarted in 1995
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MobilePostmanSchemeMobilePostmanScheme
Started in 2002 as pilot project covering 10,000villages.
WLL phones for this scheme were provided by
BSNL.
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Gramin Suvidha Kendra started in 2006,Gramin Suvidha Kendra started in 2006,an initiative of MCX.an initiative of MCX.
Started from Jalgaon (Maharastra)Started from Jalgaon (Maharastra)extended to Itarsi (M.P), Unjha (Gujarat),extended to Itarsi (M.P), Unjha (Gujarat),
Amravati (Maharastra).Amravati (Maharastra).
Gujarat, Karnataka, Kerala & TamilnaduGujarat, Karnataka, Kerala & Tamilnadustarted Geniestarted Genie--Ease Ticket services inEase Ticket services inurban and rural areas.urban and rural areas.
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RadioRadio
From Six radio stations at the time ofFrom Six radio stations at the time ofindependence now All India Radioindependence now All India Radiohas 208 radio stations (149 Mw, 55has 208 radio stations (149 Mw, 55Sw & 123 Fm)Sw & 123 Fm)
Provide coverage to 98.8% of theProvide coverage to 98.8% of thepopulation.population.
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Press & Print MediaPress & Print Media
Total Number of newspaper andTotal Number of newspaper andperiodicals published in India isperiodicals published in India is49,145 (2000) in 101 languages.49,145 (2000) in 101 languages.
Only 15% of the copies of newspaperOnly 15% of the copies of newspaperreach rural.reach rural.
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Telecom ServicesTelecom Services
By 2004, 80% villages are connected through 5.2 lakhBy 2004, 80% villages are connected through 5.2 lakh
Village Public Telephone. (VPT) & 1.23 crore telephoneVillage Public Telephone. (VPT) & 1.23 crore telephoneconnections given in rural areas.connections given in rural areas.
TeleTele--density (phones per 100)density (phones per 100)
0202--0303 0303--0404 % Increase% IncreaseUrbanUrban 14.3214.32 20.920.9 45%45%
RuralRural 1.491.49 1.551.55 4%4%
AllAll 5.115.11 7.027.02 27%27%
The rural tele-density in India has increased from two percent to nearly eight per cent during the year 2008.
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Rural Health servicesRural Health services
Community Health Center
PHC PHC PHCPHC
SCSC SC SCSC SC
4 medical specialists, 21paramedical and otherstaff, Has X-ray, OT, Laborroom
1 Medical and 14Paramedicalofficers
1 male and 1 femaleworker
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Public DistributionServicesPublic DistributionServices
For providing essential commoditiesFor providing essential commoditiesalso known as Fair Price Shops oralso known as Fair Price Shops orRation Shops.Ration Shops.
Commodities distributed are wheat,Commodities distributed are wheat,
rice, sugar, edible oil and Kerosene.rice, sugar, edible oil and Kerosene. Total 4.76 lakh FPS (LargestTotal 4.76 lakh FPS (Largest
distribution network of its kind in thedistribution network of its kind in theworld) of which 3.8 lakh in rural areasworld) of which 3.8 lakh in rural areas
1 FPS caters to 1,000 population1 FPS caters to 1,000 population
16 crores families purchase every year16 crores families purchase every year
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ANTYODAYA ANNA YOJANA (AAY)
1. The Antyodaya Anna Yojana (AAY) was launched in Dec.
2000 for one crore poorest of the poor families.
2. AAY contemplates identification of poorest of the poor
families from amongst the BPL families covered under TPDS
within the States/ UTs and providing them foodgrains at a
highly subsidized rate of R 2 per kg. for wheat and R 3 per
kg for rice. The scale of issue, which was initially 25 kg per
family per month, has been increased to 35 kg per family per
month with effect from 1st April, 2002.
3. The AAY Scheme has been expanded thrice by addition of 50Lakh BPL households each time at the risk of hunger - first
in 2003-2004, second w.e.f 3rd August, 2004 and third in
2005-06, thus increasing its coverage to estimated 2.5 crore
households.
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The present Central Issue Price (CIP) of food grains beingsupplied under TPDS is as under: -
(Figure in Rs. per kg.)Commodity APL BPL AAY
Rice 8.30 5.65 3.00
Wheat 6.10 4.15 2.00
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AgriAgri--infrastructureinfrastructure
Role of
Mandis,
FCI, and warehousing
Role of
Mandis,
FCI, and warehousingfacilities.facilities.
Agricultural areas with populationAgricultural areas with populationmore than 10,000 have a Mandi.more than 10,000 have a Mandi.
Apart from Mandis coApart from Mandis co--operatives alsooperatives alsohelp medium and small sizedhelp medium and small sizedenterprises like rice mill, oil mills etcenterprises like rice mill, oil mills etcin procurement of food grains.in procurement of food grains.
There are 4,13,738 coThere are 4,13,738 co--operativesoperativessocieties in Indiasocieties in India
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HaatsHaats
Total haatsTotal haats 47,00047,000
Avg No ofAvg No of
visitorsvisitors
4,5804,580
Avg No ofAvg No of
villages cateredvillages catered
by haatby haat
1414
No of stallsNo of stalls 314314
Avg salesAvg sales 2.23 lakhs2.23 lakhs
AgriAgri--ProductsProducts 39.539.5Forest productsForest products 2.12.1
Handlooms &Handlooms &
handicrafthandicraft
8.48.4
Processed foodProcessed food 13.213.2
Fish, meat &Fish, meat &
poultrypoultry
3.23.2
ManufacturedManufactured
goodsgoods
24.324.3
ServicesServices 3.33.3
OthersOthers 6.06.0
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MelasMelas
Total MelasTotal Melas 25,000 (50025,000 (500
major)major)
Avg No ofAvg No of
visitorsvisitors
7.6 lakhs7.6 lakhs
No of outletsNo of outlets 854854
Avg salesAvg sales 243 lakhs243 lakhs
AgriAgri--ProductsProducts 5.65.6
Forest productsForest products 0.10.1
Handlooms &Handlooms &
handicrafthandicraft
15.615.6
Processed foodProcessed food 19.519.5
EntertainmentEntertainment 4.04.0
ManufacturedManufacturedgoodsgoods
42.542.5
ServicesServices 4.24.2
OthersOthers 9.09.0
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AgriAgri--ProductsProducts 39.539.5
Forest productsForest products 2.12.1
Handlooms &Handlooms &
handicrafthandicraft
8.48.4
Processed foodProcessed food 13.213.2Fish, meat &Fish, meat &
poultrypoultry
3.23.2
ManufacturedManufactured
goodsgoods
24.324.3
ServicesServices 3.33.3
OthersOthers 6.06.0
AgriAgri--ProductsProducts 5.65.6
Forest productsForest products 0.10.1
Handlooms &Handlooms &
handicrafthandicraft
15.615.6
Processed foodProcessed food 19.519.5
EntertainmentEntertainment 4.04.0
ManufacturedManufactured
goodsgoods
42.542.5
ServicesServices 4.24.2
OthersOthers 9.09.0
Haats Melas
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Commercial InfrastructureCommercial Infrastructure
Regional rural banks were set up under anR
egional rural banks were set up under anact of parliament in 1976.act of parliament in 1976.
Objective of promoting agriculture, tradeObjective of promoting agriculture, trade& commerce & industry by extending& commerce & industry by extendingcredits particularly to small & marginalcredits particularly to small & marginalfarmers and small entrepreneurs.farmers and small entrepreneurs.
The min paid up capital is 25 lakh Rs andThe min paid up capital is 25 lakh Rs andmax of 100 Lakh is contributed by Central,max of 100 Lakh is contributed by Central,State and sponsoring commercial banks.State and sponsoring commercial banks.
As on 31As on 31stst March 2003 there were 14,777March 2003 there were 14,777RRBs respectively.RRBs respectively.
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CoCo--operative Banksoperative Banks
There is a three tier structure of CoThere is a three tier structure of Co--operative banks in India.operative banks in India.
The apex is State CoThe apex is State Co--operative Banks (30operative Banks (30with 847 branches).with 847 branches).
The intermediate District Central CoThe intermediate District Central Co--operative (DCCBs, 366, with 12,652operative (DCCBs, 366, with 12,652branches).branches).
The Primary Agricultural CoThe Primary Agricultural Co--operativeoperative
Society (PACs with 98,247 branches).Society (PACs with 98,247 branches). This structure ensures flow of short termThis structure ensures flow of short term
credit fir production purposes.credit fir production purposes.
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For providing long term investment creditFor providing long term investment creditat state level we have State coat state level we have State co--operativeoperativeagricultural and rural development Banksagricultural and rural development Banks(SCARDB, 20 in number) and at the(SCARDB, 20 in number) and at theprimary level Primary coprimary level Primary co--operativeoperative
agricultural and rural development banksagricultural and rural development banks(PCARDB, 768 in number).(PCARDB, 768 in number).
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Some Government PoliciesSome Government Policies
PradhanMantri Gramodaya YojanaPradhanMantri Gramodaya Yojana
(PMGY): announced in 2001(PMGY): announced in 2001--02 with a02 with abudget of Rs 5,000 Cr of which 50% of thebudget of Rs 5,000 Cr of which 50% of thefund Was reserved for village roads thefund Was reserved for village roads theremainder for rural housing, drinkingremainder for rural housing, drinking
water & sanitation.water & sanitation. PradhanMantri Gramin Sadak Yojana:PradhanMantri Gramin Sadak Yojana:
launched in 2000, a 100% centrallylaunched in 2000, a 100% centrallysponsored scheme to connect all thesponsored scheme to connect all the
unconnected (1.6 lakh) rural habitationsunconnected (1.6 lakh) rural habitationsby the end of 2007 with investment ofby the end of 2007 with investment of60,000 Cr.60,000 Cr.
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Employment OpportunitiesEmployment Opportunities
Pradhan mantri rozgar Yojana:For promoting selfPradhan mantri rozgar Yojana:For promoting selfemployment among the educated ruralemployment among the educated rural
unemployed youths with the provision of skillunemployed youths with the provision of skillbased training and access to subsidized credit.based training and access to subsidized credit.
Swarnjayanti Gram Swarozgar Yojana (SGSY):Swarnjayanti Gram Swarozgar Yojana (SGSY):
started in 1999 for self employment of rural poorstarted in 1999 for self employment of rural poorafter restructuring of Integrated ruralafter restructuring of Integrated ruraldevelopment Programme (IRDP), and allieddevelopment Programme (IRDP), and alliedProgramme like Training of rural youth for selfProgramme like Training of rural youth for self
employment (TRYSE
M), Development of womenemployment (T
RYSE
M), Development of womenand children in rural areas (DWCRA), Supply ofand children in rural areas (DWCRA), Supply of
toolkits in rural areas (SITRA) and Ganga Kalyantoolkits in rural areas (SITRA) and Ganga KalyanYojana (GKY)Yojana (GKY)
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Sampoorna Grameen Rozgar Yojana (SGRY)Sampoorna Grameen Rozgar Yojana (SGRY)
Centrally sponsored scheme with a totalCentrally sponsored scheme with a total
outlay of 10,000 Cr with an objective tooutlay of 10,000 Cr with an objective toensure food security and employment.ensure food security and employment.
Under this scheme 50 lakh tonnes of foodUnder this scheme 50 lakh tonnes of foodgrains worth 5000 Cr were distributedgrains worth 5000 Cr were distributed
along with wages of 5000 Cr.along with wages of 5000 Cr. About 100 Cr man days of employment isAbout 100 Cr man days of employment is
generated in rural areas under thisgenerated in rural areas under thisscheme.scheme.
Every worker under this scheme isEvery worker under this scheme isprovided with 5 Kgs of food grain as partprovided with 5 Kgs of food grain as partof wagesof wages
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Rural housingRural housing
As pr the census 1991 ,1.4 Cr ruralAs pr the census 1991 ,1.4 Cr ruralhousehold are without shelter or inhousehold are without shelter or inunserviceable houses.unserviceable houses.
In 1998 the Housing for All initiativeIn 1998 the Housing for All initiativeresulted in formation of 20 lakh additionalresulted in formation of 20 lakh additionalunits (13 lakh rural)units (13 lakh rural)
By the year 2002By the year 2002--03 a total of 93 lakh03 a total of 93 lakh
houses with an expense of 16,000C
r hadhouses with an expense of 16,000C
r hadbeen built under the Indira Awas Yojana.been built under the Indira Awas Yojana.
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The 73The 73rdrd AmendmentAmendment
It was passed by Lok Sabha and RajyaIt was passed by Lok Sabha and RajyaSabha on 22Sabha on 22ndnd and 23and 23rdrd Dec 1992Dec 1992respectively and it provides constitutionalrespectively and it provides constitutionalstatus to the Panchayats.status to the Panchayats.
Panchayats will be formed in every village,Panchayats will be formed in every village,members elected through elections for a 5members elected through elections for a 5year period with reservation for SC, ST asyear period with reservation for SC, ST asper population and reservation for womenper population and reservation for women
on rotation basis.on rotation basis.
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D d R l U bD d R l U b
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Demand: Rural vs. UrbanDemand: Rural vs. Urban
FeaturesFeatures RuralRural UrbanUrban
Demand PatternDemand Pattern SeasonalSeasonal UniformUniform
SpreadSpread Widely spreadWidely spread ConcentratedConcentrated
Literacy levelLiteracy level LowLow HighHigh
Sources of supplySources of supply InadequateInadequate AdequateAdequate
Physical facilitiesPhysical facilities PoorPoor GoodGood
Product knowledgeProduct knowledge LessLess MoreMore
Product awarenessProduct awareness LessLess MoreMore
Sources of informationSources of information WOMWOM Various mediaVarious media
SupplySupply UncertainUncertain CertainCertain
After sales servicesAfter sales services InadequateInadequate AdequateAdequateSavings patternSavings pattern ConventionalConventional Various optionsVarious options
Guidance on usageGuidance on usage NeededNeeded Not neededNot needed
Per capita incomePer capita income LessLess HighHigh
C
onsumer protectionC
onsumer protectionR
arely availableR
arely available Easily availableEasily available
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Transition ofRural EconomyTransition ofRural Economy
Food Grain crop Non food grain/Cash cropFood Grain crop Non food grain/Cash crop
On land activities Off land activities likeOn land activities Off land activities like
livestock and fisherieslivestock and fisheries
Farm activities Manufacturing & servicesFarm activities Manufacturing & services