DBB2206: Rural Marketing Manipal University Jaipur (MUJ)

BACHELOR OF BUSINESS
ADMINISTRATION
SEMESTER 4

DBB2206
RURAL MARKETING

Unit 1: Rural Economy 1

DBB2206: Rural Marketing Manipal University Jaipur (MUJ)

Unit 1
Rural Economy

Table of Contents

SL Fig No / Table SAQ /

Topic Page No
No / Graph Activity
1 Introduction - -
3
1.1 Learning Objectives - -
2 Rural Economy: Concept and Features - 1 4-6
3 Rural and Urban Disparities - 2 6-8
4 Government Policies and Rural Reforms - 3 9-11
5 Development Exercises to Boost Rural 1 4
12-13
Economy: Five Year Plans
6 Concept map 1 - 14
7 Summary - - 15
8 Glossary - - 16
9 Terminal Questions - - 17
10 Case Study - - 17-18
11 Answers - - 18-20
12 Suggested Books and E-References - - 20

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1. INTRODUCTION
Rural Economy: Rural - Urban disparities, policy interventions required, Rural face to
Reforms. The Development exercises in the last few decades to boost rural economy.

India is a highly populated nation. Most of the Indian population resides in the rural areas. It
is also called as an agricultural nation because majority of the rural population depends on
agriculture for their livelihood. Hence, agriculture forms the backbone of the economy of the
nation. The contribution of the agricultural sector is highest in the overall economic
development of the nation. Earlier the rural economy was regarded as a slow growing,
subsistence agriculture economy that depended on traditional technology. However, this
perception started to change because of green revolution, the white revolution, and the blue
revolution. Finally, due to economic liberalization, the rural economy has transformed into
a growing and vibrant economy with fast growing incomes.

The rural economy changed due to changes in the areas like agriculture, land reforms,
supplies and marketing, animal husbandry, rural leadership, village industries, village
administration etc. Various rural development programs have allowed cultivators to
capitalize on the advanced technological facilities in agricultural operations. Moreover, other
welfare services like opening up of health care services and schools, expansion of mass media
services and improvement in the communication and transport means, etc. have contributed
to improvement in rural life.

Let’s begin this unit by discussing the meaning and features of the rural economy. Let’s then
delve into rural and urban disparities. We shall then familiarize ourselves with government
policies and rural reforms. Finally, we will discuss development activities that were
implemented to boost rural economy.

1.1 Learning Objectives:

By the end of this unit, you will be able to:

❖ Explain meaning and list features of the rural economy

❖ Discuss disparities between the rural and the urban market
❖ Explain government policies and rural reforms
❖ Discuss development exercises used to boost rural economy

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2. RURAL ECONOMY: CONCEPT AND FEATURES

India has more than 6 lakh villages and around half of the rural population lives in these
villages. Rural India generates over half of the national income. The rural economy has
contributed phenomenally to the growth of the Indian economy. Over the last seven decades,
that is between 1950 and 2020, India’s rural economy has transformed from a ‘barter
economy’ to a ‘cash rich economy’. Since the introduction of the first five-year plan in 1951,
multiple initiatives have been adopted by the Indian government to enhance the rural
people’s quality of life.

Let us look at some of the features of the rural economy.

Occupation Pattern
In the rural economy, agriculture is the main occupation. Traditionally, agricultural activities
are conducted in villages and its associated activities are also mostly carried out by rural
people. Usually, both men and women are engaged in agricultural activities.

Income Generation
In the rural economy, people largely depend on agriculture and its associated activities for
their income. However, agricultural income is seasonal and rural people get more income
during the harvest season. They spend this income to buy different items. During the non-
harvest seasons, rural people need to restrict their purchases and they even have to borrow
money from banks and lenders to meet their basic needs. Currently, a huge number of rural
people are migrating to the urban areas because of lack of assured income in agriculture.

Family System
In the rural areas, most of the families have adopted a joint family system. There is a strong
family bond between the family members and behavior of individuals is controlled by the
family. Usually, father is the head of the family and manages all affairs of the family.

Village as an Institution
In the rural economy, the village serves as the main institution and fulfils almost every need
of the rural community. Rural people possess a sense of unity and feeling of belongingness
towards one another.

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Literacy Level
The literacy rate in the rural areas is low, particularly among women. Due to the low literacy
levels, various fake companies easily sell their products in the rural market. Also, different
kinds of exploitations take place in the rural areas and awareness needs to be created for the
same.

Life of Rural People

People in villages have a very simple lifestyle. Public services such as housing, education,
health and sanitation, banking, transport and communication, markets and roads are either
unavailable or limited. Rural people depend much on superstitious, faith and traditional
cultural practices. The living standards of most rural people are pitiable and poor. The rural
sector is too weak and backwards in terms of social organization, political mobilization, and
methods of production.

Status of Women
The status of women in rural areas in poor compared to that of men. Women are provided
with less freedom and men dominate them in almost all family affairs. Women are not
allowed to take decisions without discussing with
their life partners. However, there has been a STUDY NOTE
significant improvement in the status of women in the
In 2019-20, around two-third of
past few years.
India’s population took part in the

Dualism rural economy, with around 60% of

it concentrated in just six states.
Dualism refers to the co-existence of two completely
Highest rural population of India is
different features such as underdeveloped and
present in Uttar Pradesh and second
developed, modern and traditional, unorganized and highest in Bihar, followed by
organized, rich and poor, unregulated and regulated, Maharashtra, West Bengal, Madhya

unskilled and skilled, etc. All such characteristics can Pradesh and Rajasthan.

be found commonly in rural areas.

Activity 1
Study what changes took place in the rural economy due to Green Revolution.

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SELF-ASSESSMENT QUESTIONS – 1

1. In India, rural economy generates around half of the national income. (True/
False)
2. ______________is the main occupation in the rural economy.
3. In the rural economy, the __________serves as the main institution and fulfils
almost every need of the rural community.
4. Which of the following statements is not true with respect to the life of the rural
people?
a) Rural people have simple lifestyle
b) Rural people have high living standards
c) Rural people have weak social organization
d) Rural people have limited or no access to public services

3. RURAL AND URBAN DISPARITIES

Usually, Indian society can be divided into the urban society, rural society, and tribal society
depending upon the socio-cultural factors and geographical locations. Prior to
independence, the concept of urban and rural society was not valid. However, when the
globalization took place, towns and cities began to form and the process of urbanization
started. People residing in the urban areas have access to all modern services and amenities.
Majority of the urban people live a secure, comfortable and an efficient life, while a rural
society can be characterized by agricultural practices, less human population, spatial
mobility, less social differentiation, etc. The lifestyle of the rural people is totally different
from that of the urban people as the 0rural people are exposed to a very limited number of
services and resources compared to the urban people.

Let us understand major disparities between rural and urban areas with the help of the
following points.

Population Density
Population density of the rural areas is low, while population density of the urban areas is
high. These days many rural people are migrating to urban areas, which in turn is constantly
increasing the population density of the urban areas.

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Educational Disparities
Undoubtedly, urban areas have better infrastructure and education system compared to
rural areas. The educational institutions in the urban areas are too advanced both at the
elementary as well as high school levels. Also, the urban education system is created in such
a manner that students can have a better learning experience. However, advanced
educational services and infrastructure are absent in the rural areas. There are hardly any
private schools or colleges in rural areas and the condition of the government educational
institutions is poor.

Disparities in Employment Opportunities

Disparities between the rural and urban areas are perhaps the most distinguished in this
arena. Agriculture is the main occupation in the rural areas and is also regarded as the
primary source for living in these areas. However, service and manufacturing industries
provide primary occupations in the urban areas.

Healthcare Disparities
Health and medical systems in the urban areas are far better than the ones in rural areas.
The health sector in the urban areas is more advanced and developed compared to the rural
health sector, where there is lack of availability of proper medical facilities and
infrastructure. It is the reason that many rural people prefer to go to urban areas for better
medical facilities.

Lifestyle Disparities
Basically, rural people have a very simple lifestyle. There are no malls, multiplexes, hotels
and restaurants in the rural areas. However, the lifestyle of urban people is more improved
and developed as they have more earnings due to more employment opportunities. Also, in
urban areas, there are a large number of malls, multiplexes, hotels, and restaurants.

Architectural Disparities
People of the rural areas usually live in small houses, which are made up of thatched roofs,
mud etc. Also, these houses are mainly simple and temporary, which means that such houses
get affected due to natural disasters such as tsunamis, heavy rains, floods etc. However,
urban areas mostly have big houses and flats, which are built using cement, modern-day
equipment and advanced technologies.

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Disparities in Economy and Infrastructure

The economy of the rural areas is closed and less monetized, while the economy of the urban
areas is open and monetized. There is more development in urban areas in terms of roads,
railways, housing, airports, ports etc. While all these infrastructural facilities are not much
developed in rural areas. Though the government has been working towards improving
infrastructural facilities in rural areas, there is still a long way to go.

Disparities in Manufacturing Activity and Distribution Outlets

In the rural areas, manufacturing activity is low, whereas there are a lot of manufacturing
activities in urban areas. Also, rural markets have a smaller number of distribution outlets
compared to the urbanmarkets.

SELF-ASSESSMENT QUESTIONS – 2

5. Population density of the rural areas is high compared to population density of

the urban areas. (True/ False)
6. Rural markets have a smaller number of distribution outlets compared to the
rural markets. (True/ False)
7. Disparities between the rural and urban areas are perhaps the most
distinguished in terms of ___________________.
8. Economy of the rural areas is ___________and less __________.
9. Which of the following statements is true with respect to the rural areas?
a) Rural areas have good infrastructure and education system
b) The health sector in the rural areas is more advanced and developed
c) People of the rural areas usually live in small houses
d) Manufacturing activity is high in the rural areas

Activity 2
Suggest ways in which disparities between rural and urban areas can be either be
reduced or eliminated completely.

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4. GOVERNMENT POLICIES AND RURAL REFORMS

The Indian government has designed and implemented multiple issue-based programs
focused on rural development. The Ministry of Rural development carried out development
activities including infrastructural development as well as reforms in the agricultural sector,
the social sector and the farm sector. In these sectors, policies focused on the issues related
to productivity, production, access to institutional credit, skills, education, social
restructuring, marketing of products and services, health, women empowerment and
empowerment of other socially weaker sections, etc.

Let us have a look at some of the reforms undertaken by the government.

Changing Rural Infrastructure

As per the Pradhan Mantri Gramodaya Yojana announced in the budget of 2001-02, a fund
of INR 5,000 crore was allocated for developing infrastructure in villages, and half of this
fund was reserved for village roads. The remaining was planned for improving drinking
water, sanitation and housing facilities in the rural sector.

Employment Opportunities
The government developed programs like the Integrated Rural Development Project and
Pradhan Mantri Rojgar Yojana (PMRY) to promote self-employment among the unemployed
educated rural youth. At the grassroots level, such programs were implemented under the
system of Panchayati Raj Institutions and aimed at providing skill-based training and linking
access to bank credit.

Sampoorna Grameen Rojgar Yojana

The two schemes under this program were the Jawahar Gram Samridhi Yojana (JGSY) and
the Employment Assurance Scheme (EAS). The objective of JGSY was to create need-based
rural infrastructure in villages. The objective of EAS was to create extra employment
opportunities when there is acute shortage of wage employment. Under both these
programs, around 3,100 lakh man days of work was offered in 2002-03 and about INR 2,200
crore was distributed as wages. These programs helped in alleviating rural poverty.

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Swarnajayanti Gram Swarozgar Yojana (SGSY)

SGSY has been in force since 1999 and it is an ongoing program for providing self-
employment opportunities to the rural poor. It was formed after restructuring of previous
self-employment programs such as Integrated Rural Development Program, Development of
Women and Children in Rural Areas, Training of Rural Youth for Self-Employment, etc.

Rural Housing
The 1991 census unveiled that 1.4 crore households are without shelter, and people reside
in unserviceable kuccha houses. In 1998, the Central Government declared a National
Housing and Habitat Policy that aimed to offer “Housing for All” by enabling the construction
of around 20 lakhs extra housing units (7 lakh in urban areas and 13 lakhs in rural areas)
every year. Also, the government was devoted to end every type of shelterlessness by ending
of the Tenth Plan Period.

Under the Indira Awas Yojana (IAY), overall, 93 lakh houses had been constructed at the
expense of INR 16,000 crore by the year 2002-03. The beneficiaries of the IAY are selected
by the Gram Sabha. Additionally, the allotment of the dwelling unit must be in name of female
member of the selected beneficiary household. Also, the allotment of the dwelling unit can
be made jointly in the name of both wife and husband.

Offering Institutional Finance in the Rural Sector

National Bank for Agriculture and Rural Development (NABARD) has been the main
government institution committed to the development of systems and delivering
institutional finance for both the non-farm sector and farm sector in the rural areas. It
refinances the loans provided by cooperative banks and Grameen banks under different
government schemes.

Land Reforms
The objective of land reforms is to redistribute ownership holding and reorganize
operational holdings for optimizing land utilization. Some of the reform measures include:
Distribution of land among the landless people by acquiring possession of additional land
from big landholders

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Provision of security to tenants or sharecroppers on

STUDY NOTE
ownership and tenure rights by regulation of rent payable to
landlords Aadhaar as well as Aadhaar-

Inducing improvements in productivity by consolidating enabled payment and

banking systems improved
landholdings
rural financial inclusion.
Protection of tribals’ interests in landownership against
These systems eased
intrusion by non-tribals documentation needs for
Providing access of land as well as other productive assets to processes such as availing

women advantages of government

subsidies and schemes and
Developing public land for rural poor for making fodder and
opening of new bank
fuelwood accessible to them
accounts.
Protecting the rural poor’s homestead rights on the lands
owned by them And also providing them with housing sites so tha t they can build their own
homes

SELF-ASSESSMENT QUESTIONS – 3

10. The ___________carried out development activities including infrastructural

development as well as reforms in the agricultural sector, the social sector
and the farm sector.
11. Under the ______________overall 93 lakh houses had been constructed by the
year 2002-03.
12. _____________has been the main government institution committed to
development of systems and delivering of institutional finance for both the
non-farm sector and farm sector in the rural areas.
13. All the following programs focus on generating self-employment
opportunities, except:
a) Pradhan Mantri Gramodaya Yojana
b) Integrated Rural Development Project
c) Pradhan Mantri Rojgar Yojana
d) Swarnajayanti Gram Swarozgar Yojana
14. Swarnajayanti Gram Swarozgar Yojana was formed after restructuring of
previous self-employment programs. (True/ False)
15. The objective of land reforms is to redistribute ownership holding and
reorganize operational holdings for optimizing land utilization. (True/ False)

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5. DEVELOPMENT EXERCISES TO BOOST RURAL ECONOMY: FIVE YEAR

PLANS

India has a large rural ecosystem, which has been growing steadily. The contribution of the
rural economy is about half in the overall Gross Domestic Product (GDP) of the nation in
2019-20. In the past five years, the rural economy has witnessed growth at 10% per annum
and is still capable of growing. In the last decade, the rural economy has developed
tremendously due to multiple private sector and government initiatives. Additionally, there
have been continuous improvements in connectivity and physical infrastructure. Rural
internet and smartphone penetration has increased 30% per annum during the past five
years.

Government policies like the Model Contract Farming Act, 2018 and other initiatives led by
non-profit and private institutions have also enhanced the creation as well as development
of Farmer Producer Organizations (FPOs). These organizations are becoming important
access points to farmers and can help in generating awareness and supporting new
initiatives.

For improving the quality of life in the rural areas, the government has substantially
increased allocations for agriculture and rural development in the consecutive Five-Year
Plans.

Table 1: Sectoral Allocations in the Five-Year Plans (INR billion)

Development 7th Plan 8th Plan 9th Plan 10th Plan

Heads (1985-90) (1992-97) (1997-2002) (2002-07)

Agriculture 105 225 372 589

Rural 89 344 890 1,219

Development
Source: Planning Commission 2002

From the above table, we can infer that there has been a fivefold increase in allocations for
agriculture between the 7th and 10th Five-Year Plans and thirteen times increase in
allocations for the rural development during the same period.

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The Indian Government has categorized economic activity into three main sectors, from a
planning standpoint:
Primary sector: This sector includes agriculture and associated activities like
fishing, forestry, and livestock rearing.
Secondary sector: This sector includes manufacturing and mining activities.
Tertiary sector: This sector includes all services like communication, transport,
financial services, community services and trade.

The share of the primary sector in GDP has reduced, while the share of secondary and
tertiary sectors has increased significantly in the last few years. The rural economy has
witnessed a structural shift, principally from a farm-based economy to a mix of farm, non-
farm and services economy. This change has been reflected in the reduced share of the
primary sector in GDP.

SELF-ASSESSMENT QUESTIONS – 4

16. Rural internet and smartphone penetration has increased 50% per annum during
the past five years. (True/ False)
17. The sector including manufacturing and mining activities is called tertiary sector.
(True/ False)

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6. CONCEPT MAP

Concept and
Features Rural Development
Economy Exercises to
Boost Rural
Economy: Five
Year Plans

Rural and
Urban
Disparities Government
Policies and
Rural Reforms

Fig. 1: Concept Map

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7. SUMMARY
The contribution of rural economy in the growth of the Indian economy is significant.

The main occupation of rural economy is agriculture and also the main source of income
generation.

People in rural areas have low literacy levels and usually live in a joint family system.

The lifestyle of the rural people is totally different from that of the urban people as the rural
people are exposed to very limited number of services and resources compared to the urban
people.

Disparities between rural and urban areas can be observed with respect to population
density, educational disparities, disparities in employment opportunities, healthcare
disparities. etc.

The Indian government has designed and implemented multiple issue-based programs
focused on rural development.

The reforms made in rural areas by the Indian government include change in rural
infrastructure, opening up of more employment opportunities, Sampoorna Grameen Rojgar
Yojana, Swarnajayanti Gram Swarozgar Yojana, land reforms, etc.

For improving the quality of life in the rural areas, the government has substantially
increased allocations for agriculture and rural development in the consecutive Five-Year
Plans.

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8. GLOSSARY
Blue Revolution: It refers to the period of strong growth of the global aquaculture industry
from the middle of 1960s to the current day.
Disparities: It generally refers to a difference which is unfair.
Economy: It refers to a system of inter-related consumption and production activities that
finally ascertain allocation of resource in a group.
Five Year Plan: It is a national economic program that is integrated and controlled.
• Green Revolution: It refers to a dramatic increase in the crop production in the
developing nations due to use of artificial pesticides, fertilizers, and high-yield crop
varieties.
Gross Domestic Product: It refers to the standard measure of total value added created in
any economy.
Population Density: It refers to the concentration of individuals in a particular geographic
location.
Rural Area: It refers to an open swath of land that consists of fewer houses or other buildings
and not many people.
Urban Area: It refers to a region surrounding a city.
• White Revolution: It was the Indian government’s one of the largest dairy development
movements in 1970, which helped to increase milk productivity.

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9. TERMINAL QUESTIONS
Short Answer Questions
1. Write a short note on the life of rural people.
2. Enumerate some of the land reforms made by the Indian government in the rural
sector.
3. Explain in brief different development exercises to boost rural economy.

Long Answer Questions

1. Discuss different features of rural economy.
2. Explain rural and urban disparities in detail.
3. Discuss some of the reforms undertaken by the Indian government in the rural areas.

10. CASE STUDY

Raju Srinivasa is a farmer who lives in a small village near Bengaluru. His house is about 50
miles from Bengaluru. He does not have any toilet facility in his house. Also, he does not have
tractor support on his farm. Despite his poor condition, his life has recently changed. A cell
phone has brought this change in his life. The mobile app, Pusa Krishi, launched by the
government helped him to make decisions regarding farming such as when to sow seeds,
when to harvest, when and how to transport produce and at what price shall he sell his
produce.

Similar to Raju Srinivasan, other villagers have also benefited due to this new technology in
their village. Around 50% of people in the village are using the services of the mobile
network provider. As most of the villagers do not know how to download e-mails or type
messages, they make voice calls for their queries. The villagers are very delighted because of
their newfound connectivity with the rest of the world. Now, they are aware of the events
and people affecting India as well as the world.

It is one of the examples of how some technological changes in the rural environment has
affected the lives of the rural people. However, each change is associated with an opportunity
as well as a challenge. It depends on us how we deal with it.

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Questions:
1. Discuss how introduction of mobile technology has affected the lives of rural people.
2. Discuss how the introduction of new technologies, particularly mobile phones in rural
areas, have helped in boosting the rural economy.

11. ANSWERS
Self-Assessment Questions
1. True
2. Agriculture
3. Village
4. b
5. False
6. True
7. Employment opportunities
8. Closed, monetized
9. c
10. Ministry of Rural development
11. Indira Awas Yojana
12. NABARD
13. a
14. True
15. True
16. False
17. False

Short Answer Questions

Answer 1: People in villages have a very simple lifestyle. Public services such as housing,
education, health and sanitation, banking, transport and communication, markets and roads
are either unavailable or limited.
For more details, refer section 2.

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Answer 2: Some of the reform measures include:

Distribution of land among the landless people by acquiring possession of additional land
from big landholders.
Provision of security to tenants or sharecroppers on ownership and tenure rights by
regulation of rent payable to landlords.
Inducing improvements in productivity by consolidating landholdings.
For more details, refer section 4.

Answer 3: India has a large rural ecosystem, which has been growing steadily. The
contribution of the rural economy is about half in the overall GDP of the nation in 2019-20.
In the past five years, the rural economy has witnessed growth at 10% per annum and is still
capable of growing. In the last decade, the rural economy has developed tremendously due
to multiple private sector and government initiatives.
For more details, refer section 5.

Long Answer Questions

Answer 1: Some of the features of the rural economy include:
Occupation Pattern: In the rural economy, agriculture is the main occupation.
Income Generation: In the rural economy, people largely depend on agriculture and its
associated activities for their income.
Family System: In the rural areas, most of the families have adopted a joint family system.
Village is an Institution: In the rural economy, the village serves as the main institution and
fulfils almost every need of the rural community.
For more details, refer section 2.

Answer 2: Majority of the urban people live a secure, comfortable and an efficient life. A
rural society can be characterized by agricultural practices, less human population, spatial
mobility, less social differentiation etc. The lifestyle of the rural people is totally different
from that of the urban people as the rural people are exposed to a very limited number of
services and resources compared to the urban people.
Disparities between rural and urban areas can be observed with respect to population
density, educational disparities, disparities in employment opportunities, healthcare

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disparities, lifestyle disparities, architectural disparities, economy and infrastructure

disparities and disparities in manufacturing activity and distribution outlets.
For more details, refer section 3.

Answer 3: Some of the reforms undertaken by the Indian government in the rural areas are:
Changing Rural Infrastructure: As per the Pradhan Mantri Gramodaya Yojana announced in
the budget of 2001-02, a fund of INR 5,000 crore was passed for developing infrastructure
in villages, especially half of the funds were reserved for village roads.
Employment Opportunities: The government developed programs like the Integrated Rural
Development Project and Pradhan Mantri Rojgar Yojana (PMRY) to promote self-
employment among the unemployed educated rural youth.
Sampoorna Grameen Rojgar Yojana: The two schemes under this program are the Jawahar
Gram Samridhi Yojana (JGSY) and the Employment Assurance Scheme (EAS).
For more details, refer section 4.

12. SUGGESTED E-BOOKS AND E-REFERENCES

E-Books
• Rural Marketing: Text and Cases (2nd ed.). (2022b). Pearson Education.
• Reddy, V., & Kalyan, N. B. (2022). Fundamentals of Rural Marketing in India: Rural
Marketing Strategies. LAP LAMBERT Academic Publishing.
• Datt, R. (2022). Indian Economy. S Chand & Company.

E-References
• Features of Rural Economy. (n.d.). BrainKart. Retrieved November 17, 2022, from
https://www.brainkart.com/article/Features-of-Rural-Economy_33418/
• Jain, P. (2022) Innovation in India's Rural Economy, Bain. Available at:
https://www.bain.com/insights/innovation-in-indias-rural-economy/ (Accessed:
November 17, 2022).
• https://villageinfo.in/
• https://www.thestatesman.com/opinion/rural-urban-divide-1502996952.html
(Accessed: November 24, 2022).

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