Perspective Role And Contribution Of -north face w

Perspective Role And Contribution Of Information Technology In Rural Markets In India
Theme: RURAL MARKETS IN INDIA?

Sub Theme:? Contribution and Perspective Role of I.T.?

PAPER?

INTRODUCTION:?

A large number of studies have shown that even today approximately 70% of Indian Population lives in Rural Areas. Today, Rural Development is essential for the development of the Indian Economy. Indian Government has realized the role of the rural development and the contribution of I.T. in the development of Rural Markets. A large number of projects are introduced in the rural area with many upcoming projects in pipeline; which are likely to be introduced by the Government in the short span of time. Rural Literacy is ranked at the topmost position of priority. Trends indicate that rural markets are coming up in big direction and growing twice as faster as urban markets. According to a study by NCAER (National Council for Applied Economic Research), the number of medium and high-income households in rural India is expected to grow from 80 Million to 111 Million by the end of year 2007 as compared to Urban India that is contiguous 59 Million. ?

The Rural Market of India is showing an impressive growth largely due to changing lifestyle patterns, better communication network and rapidly changing demand structure of consumers of rural area. With the changing patterns of Rural Market, the character of I.T. has increased from providing only the Networks to set-up the root of updated technological programs in the rural area. It is watched that the people living in the rural area have strong purchasing power and have extra openness for new technology as compared to the past. Evidence of the increase in purchasing power can be drawn from the statement of Mr. D. Shivakumar (Business Head - Personal Product Division, Hindustan Unilever Limited) who said that the money available for spending on the FMCG by Rural India is 63,500 Cr., which is many extra as compared to Urban India that spends the amount of approximately 49,500 Cr. ?

In Rural India, Government has already provided Info-kiosks (a rural version of cyber caf��) which provide basic communication facilities like internet connection and telecommunication services. Modern Information and Communication Technologies (ICT's) were base to have magnificent latent to contribute. The projects of Info- Kiosks are very popular in the region of Andra Pradesh, Delhi, Gujrat, Karnataka, Kerala, Maharashtra, Madya Pradesh, Rajasthan Tamil Nadu and Uttar Pradesh and have shown a assured answer in the development of the rural area. ??
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Government is taking solemn treads for the development of the rural market, under which the activities related to the development of the rural infrastructure, subsidized edible availability and rural employ schemes are at the precedence. I.T. plays a important role in precise implementing these developmental programs in the rural area. Government has set up various centers which are scattering the I.T. web in the rural area through which people can be benefited and exploit the resources available efficiently.

I.T. AND RURAL DEVELOPMENT:?

I.T. has varied applications in it, through which the development of the rural area can be feasible accurately. Government had introduced a number of programs through which the people of rural India can come forward and use the I.T. enabled services and work more systematically. Some of the programs scamper by the Government are:?

b E-Mitra: ???????

This service is launched by the RAJASTHAN Government for the {first|at at first,0,0} time for its rural citizens, so that they can deploy the I.T. enabled benefits to its fullest. E- Mitra is State Government began projects, which presently become highly popular in the region. In year 2002, 2 projects came into subsistence namely; Lok Mitra and Jan Mitra. ??????

Where Jan Mitra is an integrated electronic platform through which the citizens of Rajasthan can avail the behalf whether getting the lusted information regarding any Governmental Department at kiosks which is very near to there doorstep. These Initiative program of Rajasthan government have no merely helped the Government by reducing the burden of attending each call, it has diluted the waiting time for the service and has guide to provide comfort to the citizens also, consist in ... the inception of this service they can accessible get the information required at their doorstep.??????

Lok Mitra is an urban electronic Governance Project which was launched in Jaipur metropolis in year 2002, which helps the citizens of Jaipur (immediately other cities also) to cost,0 their bills online (land, Water, Bus Tickets and BSNL) leadership the citizen to save the waiting time. This service also ensures people that their money is going directly to the Government and provides a sensibility of security related to their bills payment.?

b Community Information Centers:???????

The procedure is designed particularly,0 for providing the internet access and I.T. Enabled services apt the citizens through which the interface between the Government and the Citizens be able to,0 be install. These centers join 7 northeast states namely; Arunachal Pradesh, Assam, Manipur, Mehalaya, Mizoram, Nagaland and Tripura. The heart assists to obtain,0 the connectivity by the period of unsuitable environmental conditions. The centers are usually termed like,0 CIC which are generally situated by the school, college alternatively anyone administrative bureau. People can come for the Internet access, and for accessing the internet, a nominal amount namely charged from the people through which the daily expenses of the centers are nourished. ?

b wi-fi Projects:???????

One of the wi-fi project under which few villages (of UTTAR PRADESH) are chained to internet is Digital Gangetic Plan (DGP). Through the use of DGP wireless network connectivity is established, this program helped the people residing in villages of India to have the access of internet through which the information on various issues can be collected ad secondhand, at the same time the people alive,0 in rural India can be updated with the current technological changes and the innovative changes catching place in the citizen and the multinational markets. For instance; Bimari Jankari is a portal through which the information regarding every disease and health related issues is available and Digital Mandi is accessible as 1 of the portals where all the information regarding the agricultural commodities are available. This portal provides the information regarding the prices of the commodities and their comparative worth.??
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b Drishtee: ???

Drishtee is present in 5 States and is currently available in 6 districts. It is a private company, which was previously named as Cyber Edge, which has the cardinal work of formative the modules. It is present in Bihar, Haryana, Madya Pradesh, Punjab and Rajasthan. It is generally suited in the Panchayat or in the bazaars. They prepare the module for the poor segment of the society who cannot understand the international language. The modules are designed for the rural and semi-urban areas especially.??
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b Gyandoot: ?????

It was created in January in year 2000. It is an e-governance based module designed for the rural citizens. The project was initially initiated by the Government of MADHYA PRADESH. Gyandoot caters the need of the villagers by providing the information related to the prevailing rates of the agro-based commodities and the rate of land. Each Gyandoot Info kiosks caters to approximately 15 panchayats and 30 villages. The module is designed with the intention to provide price efficacious and sustainable delivery model to the people.??
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b TARAhaat: ????

It was amplified at an NGO (non-government organization); with the vision to bring internet facility to the rural India. It is a franchisee based commerce model that attempts to produce revenues by focusing ashore the sale services through the module (peculiar,0 converge on the regional petitions). It was initiated in the region of PUNJAB with the introduction of different centers called as Kendra's which are connected to each other through the dial up internet connection facility. These Kendra's have power export also; in case, the electricity supply is interrupted. The info kiosks provide online and offline services information on education, fashionable opportunities in the market and other profitable information for the villagers. TARAkendra's are very popular in between the local population as it provides the information in the local language and the portal is designed in such a pattern that semi literate population can also understand it without any hardship. Different services that TARAkendra's provide are:????????????

O TARABazar (for product message)????????????

O TARAdhaba (for providing connectivity)????????????

O TARAdak (connect to relatives at distance)????????????

O TARAgyan (school rural youngster on various issues)????????????

O TARAguru (helps in mentoring and consultancy)????????????

O TARAvan (distribution of mandates at remote areas)???????????????????????

and numerous other services are also provided.??
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b Rural e-seva:?????

It was initiated by ANDRA PRADESH Government. It was initially implemented in West Godavari District to deliver e-governance facility. The centers are designed with the sight,0 to provide better governance facilities to the people of the Rural India. The popularity of e-seva can be estimated from the fact that in the year 2003, more than 400 million rupees was collected only for the electricity payment. With the success of the e-seva in electricity bills payout, Government is seeing forward for introducing it in the areas of accumulation of telephone bills and local Governmental Bills. E-seva is gaining popularity with passing days as it helps the citizens to avail the benefit of getting the certificates at their doorsteps; which is both relaxing and authentic.?

b Bhoomi: ????

The KARNATAKA Government for maintaining the records related to the land introduced it. The Department of Revenue in Karnataka has computerized 20 million records of land ownership belonging to 6.7 million farmers of the state. With the introduction of the program, the farmers are free from giving the bribe and are protected from the persecution. Framers can easily get the Records of Rights, Tenancy and Crops (RTC) by depositing a minimal fee of Rs. 15. ???

National Informatics Centers (NIC) through which the software online copies of the land records are available developed the software of Bhoomi. By giving an online request, farmers get an online enrollment number through which further processing can be done. In the software, the connectivity is through the LAN through which all the consumers are connected to the hubs.???

With the increasing popularity of the project, Government of India has judged to introduce the project in other parts of the country also, namely: Kerala, West Bengal, Sikkim, Tripura, Punjab, Haryana, Madya Pradesh, Himachal Pradesh, Uttaranchal, Gujrat, Assam, Orrisa, Rajasthan and Pondicherry. ?

b e-choupal: ????

It is designed especially for the farmers of India. Through e-choupal, farmers who are living in the remote area of the nation,0 and cannot administer to have direct adjoin with the consumer can come amenable to have a straight adjoin. It provides an e-procurement system through which the farmers can access the latest and updated information (local, citizen and international) related to another farming practices. It provides true,0 time information and customized perception to the farmers through which the peasant can take better decisions and can have straight contact with the customer, reducing the amount consumed by moving through the distribution outlet of middleman.? ??????

E-choupal has already become the largest initiative among all internet-based interventions in Rural India. E-choupal is present in 36,000 villages through almost 6,000 kiosks cross 9 states. ITC (Indian Tobacco Company) is planning to inflate the notion of e-choupal further in 15 states of India.??
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b Aksh: ?????

? It is mostly active in Northern India, it is a fiber optic wire company with its core ability in lay down and maintenance if cord. Aksh has the authorize to lay down the cables in the rural areas. It initially has cooperated with Drishtee for maintenance of kiosks, but with the changing times; Drishtee and Aksh have separated in different service offerings. While Urban Area has witnessed a penetration of cable T.V., rural areas have left un-served. The fact behind the low class of cable T.V. proportion in rural as compared to urban area is due to the fact that in rural area there are a limited number of houses which can supply cable T.V. The bandwidth delivered by Aksh supports a large variety of services (including video interactions) which will lead to increase the level information commute in between the people living in several areas of rural India.?

b n-Logue ???????

N-Logue is refreshed in South India and due to its advantages is entering into the northern areas. The main momentum came from IIT -Chennai. It is a non-profit organization with the duty of providing rural IT based services (including hardware and software) through connectivity and application all around the rural area. It is functional with WLL Technology whose construction and upkeep is pricey and the connectivity is also limited to a certain area, merely has the facility of investing connectivity with a scope of services as it provides the sound,0 shriek facility and conquer the problem of dial up articulation peccadilloes. N-Logue is further assisted by IIT-Chennai, which prepares a kind of local language software for it in short time for convenience and comfort. It has likewise added the facility of web-cam through which the remote diagnosis of various problems can be done. Tamil Nadu Government has aided the functions of n-Logue (especially in its Madurai and Nellikuppam zone). N-Logue charges for connectivity and is relatively popular in the southern region due to its easy connectivity functioning and training of treatment the applications. ??
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INCLINATION OF SECTORS TOWARDS RURAL INDIA:??
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Income generation from Rural India has increased dramatically from past few years. Trends have witnessed twice growth rate of the rural mall as likened to the urban markets. According to a McKinsey scrutinize behaved in year 2007, Rural India, with a population of 627 million, (approximately 74.3 per penny of the total population), would get,0 bigger than the total purchaser market in countries for example,0 South Korea or Canada in variant twenty years. Moreover, it would grow nearly quadruple from its existing size in 2007, which was estimated at US$ 577 billion. Several sectors are showing their inclination towards the rural mart area due to the additional potentiality of opportunities. ??
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1. FMCG

According to Federation of Indian Chambers of Commerce and Industry (FICCI), the number of rural households using fast moving consumer goods (FMCG) products has grown from 136 million in 2004 to 143 million in 2007.

In a report by market research fixed AC Nielsen, in April-May 2008,airmax 24 7, it was observed that rural market has shown a fast rate of growth. The FMCG sector in rural areas is projected to grow by 40 per cent against the 25 per cent growth in urban areas. ??
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2. Insurance

According to a report,nike air max 2009 for sale, 'Insurance in Next 2 Years', by The Associated Chambers of Commerce and Industry of India (ASSOCHAM), in May 2008, the warranty sector size was estimated at US$ 12.8 billion, and it is promising to see an unprecedented growth of 200 per cent, touching US$ 51.2 billion by 2009-10. Rural India may attempt a business chance worthy,0 US$ 23 billion for the warranty companies if the segment can be wooed with innovative saving schemes at affordable premiums?

3. Retail

According to a learn, conducted in September 2007, by Confederation of Indian Industry (CII) on the Indian rural retail sector,the northface, opportunities in Rural Retail were estimated to be over US$ 34 billion in year 2007. This figure is expected to touch US$ 43 billion in 2010 and go up to US$ 58 billion by 2015. The rural markets in 2008 have grown at 25 per cent compared to the 7-10 per cent growth rate of the urban consumer retail market. ?

4. Automobiles

The Indian Automotive Industry currently has a turnover of US$ 34 billion. However, the car market remains untapped in rural India that has a strong purchasing power. Nearly 50 per cent of the Indian rural market, which includes 220 million households, is potential motorcar purchasers. Two-wheeler penetration in rural belts is still very low with less than 10 per cent households owning a two-wheeler.?

5. Pharmaceuticals

The Indian Pharmaceuticals Market is regarded as one of the fastest growing in the world. In 2006-07, this market was valued at over US$ 7 billion with the rural segment having a remarkable share of this market. Industry estimates observed that while small towns contribute 20 per cent to the country's pharmaceuticals market, rural areas account for 21 per cent. In 2006-07, the rural Indian market was estimated at around US$ 1.4 billion, having grown at about 40 per cent in 2006-07 against 21 per cent in the before year. ?

6. Consumer durables

A survey carried out by the Federation of Indian Chambers of Commerce and Industry (FICCI), indicated that the consumer durable goods sector is all set to spectator 12 per cent growth in 2008. The rural market is growing faster than the urban markets, nevertheless the penetration level in rural area is much lower. The rural Indian market, which accounts for nearly 70 per cent of the total number of households, witnessed a 25 per cent daily growth as,0 the urban consumer durables market reflected an anniversary rate of 7 to 10 per cent. ???????????????????????????????????????????????

* Source: IBEF Report, August 21, 2008?

CONCLUSION:?

The face of Indian rural market can be became only with the deployment of I.T. The paper has provided the terse detailing of the various services offered in the rural areas of different states of India and simultaneously the conveniences these services have. All the services have distinction in degree of connectivity, level of service offered and basic organizational structure. It is apparently seen that the range of I.T. qualified service proportion is increasing at a rapid rate in the rural areas of India. The fact behind it is the increasing interest of the organizations (advantageous and non-profitable) to capture the rural markets and the increasing level of the teaching and market interface of the rural people. I.T. enabled services are growing at a fast rate and are providing several services to rural people with the common motive of having increase in the connectivity and accordingly production of bigger market in the rural areas. ?

The increase in the services provided to the rural people (in terms of various services offered) will result in the overall betterment of the society on one side by enriching the people with updated market information and providing latest technological developmental news and organizations on other side by creating more market opportunities for them and adjustment of the market prices. ?

For development of the rural areas appropriate evolution of the IT Communication and Infrastructural services are essential along with the utilization of the fiber optic networks. I.T. services need to be developed in reference to the present rural infrastructure. Internet based services blended with client support services ought be provided in the rural areas, which can boost the acceptance rate of the services by the rural people. ??
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