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Scope of Information and Communication Technology in Rural Markets

This document discusses the significance and scope of information and communication technology (ICT) in rural markets in India. It outlines how ICT can help bridge information and service gaps in rural areas by providing access to markets, education, health services, and information to support economic activities. Examples of successful ICT programs in rural India include ITC's e-Choupal initiative, which facilitates the delivery of customized services like training and market information to farmers. The document also discusses the various enablers needed to support innovation in ICT for rural populations, such as technology infrastructure, funding, partnerships, and building human capacity.

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abhijitswar
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28 views

Scope of Information and Communication Technology in Rural Markets

This document discusses the significance and scope of information and communication technology (ICT) in rural markets in India. It outlines how ICT can help bridge information and service gaps in rural areas by providing access to markets, education, health services, and information to support economic activities. Examples of successful ICT programs in rural India include ITC's e-Choupal initiative, which facilitates the delivery of customized services like training and market information to farmers. The document also discusses the various enablers needed to support innovation in ICT for rural populations, such as technology infrastructure, funding, partnerships, and building human capacity.

Uploaded by

abhijitswar
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Scope of Information and Communication

Technology in Rural Markets

Group-3
Pratham B. Shetty 091202076
Abhijit P. Swar 091202077
Sanjay V.K 091202080
Suraj S. Patil 091202081
Significance of Information and Communication
Technology in Rural Market

• In recent years, rural markets have acquired


significance, as the overall growth of the
economy has resulted into substantial increase
in purchasing power of the rural communities
• ITC e-Choupal is the greatest example of
information technology in rural marketing
• Information Technology is used to bridge the
information and service gap in rural India which
gives an edge to market its products
Strategies involved in rural marketing

• Client and location specific promotion


• Joint and cooperative promotion
• Bundling of inputs
• Management of demand
Scope and Challenges of rural marketing

• Developmental marketing
• Media
• Unique Selling Proposition
• Extended services
• Business ethics
• Partnership for sustainability
Defining Rural Marketing
By National Commission on Agricultural
Decision to produce salable farm commodities involving all
the aspects of the market system or structure, both
functional and institutional, based on technical & economic
considerations and include the pre & post harvest
operations
By NGO’s
• Marketing products produced in rural areas to urban areas
• Marketing products produced in rural areas in rural
markets
Corporate Rural Marketing Definition

Function that manages all activities involved in


assessing, stimulating and converting the
purchasing power of rural consumers into
effective demand for specific products and
services to create satisfaction & better
standard of living for achieving organizational
goals
Phases of rural Marketing
Phase 1 ( Pre 1960’s)
• Marketing rural products in rural and urban
areas
• Agricultural inputs in rural areas
• “Agricultural marketing”
• Farming methods were primitive and
mechanization was low
• Markets unorganised
Phases of rural Marketing
Phase 2 (1960’s to 1990’s)
• Green Revolution
• Companies like Mahindra and Mahindra, Sri
Ram fertilizers and IFFCO emerge
• Rural products were also marketed through
agencies like KVIC
Phases of rural Marketing
Phase 3 ( 1990’s to present)
• Demand for consumables and durables rise
• Companies find growth in urban markets
stagnating or falling
Role played by Information &
Communication Technology
• ITC facilitates in delivering customized technical assistance to
sectors such as
– Distance Learning
– Environmental Administration
– Establishment of new livelihood
– Building up of participatory approaches
• Facilitation of access to global information sources
• Promoting networking across political and cultural divides
• Empowering of women, youth and socially disadvantaged
groups
• Spreading of knowledge about ‘best practices' and experience
Helpfulness of ICT to Rural Citizen
• Access to markets
• Education, training to enhance employment & economic
opportunity
• Delivering of health & educational services
• Entertainment & information for social needs
• Knowledge & information useful for economic activities
• Supply of consumer produce & services
• Supply of inputs
• Issue of Certificates and Licenses
• Procurement of Produce
• Developing information projects, programs, schemes & feedbacks
Enablers of innovation in ICT Use
• Political will
• Technology infrastructure
• Funding and enabling policy environment
• Human capacity
• Partnership
• Creativity, entrepreneurship and management
• Awareness in citizens
Enablers of innovation in ICT Use

Technology

People Innovation
Process
Funds
ICT Programs
• Drishtee
• Akashganga
• ITC’s e-Choupal
• TARAhaat
• SARI
• N-Logue
Conclusion
• ITC provides broad range of services to the cross-
section of rural households of relatively low levels of
income
• It creates challenges for implementation by posing
choices for organizations, but also opportunities for
creating niches
• It is commercially feasible to use IT to deliver services
to rural population
• Brings rich information to rural India in the form of
education, market prices & market opportunity
THANK YOU

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