Emerging Trends in Rural Development and Marketing
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Rural development is defined as ‘improving living standards of the mass of low-income population residing in rural areas and making the process of their development self-sustaining’. It embraces all those programmes that touch all levels of human living, e.g.., agriculture and related matters, irrigation, communication, education, health, supplementary employment, housing, training and social welfare. (William R. Lassey, 1977). The initial strategy for agricultural and rural development in India focused attention on institutional reforms like the abolition of Zamindari and Jagirdari systems of land tenure. The emphasis in the strategy of rural development was on an area approach. According to the NCAER survey, the incidence of poverty was 52 per cent for the landless as a whole, 68 per cent for landless wage-earners, 50 and 51 per cent for the roughly 206 million members of scheduled castes and tribes, respectively, 45 per cent for households in which all members were illiterates compared to 27 per cent for households where both male and female adult read and write. Source: Dreze and Srinivasan (1996).
Rural development, future rural marketing, Emerging Trends in Rural Development, Rural poverty, Market research, rural Retail marketing, Glamorize rural marketing.