Mother India perspective with Rural marketing

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Problems of Rural IndiaPortrayed through Film Mo

IndiaBy:

Kshitij Avha

Ishan Diwe

Huzefa Kath

Rachayeeta

Shraddha S

Kiran Uikey

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Problems Faced by Rural India:

•

Money Lenders & high handedness by influential people.• Illiteracy.

• Sexual Exploitation & Male Dominance.

• Poverty.

• Agricultural knowledge & Lack of resources.

• Naxalism.

Video

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The Timeline.(To institutionalise the credit channel for ruralsector)

• Before 1951- Almost all the needs

• 1963: Formation of ‘Agricultural Refinance Corporation’

• 1969-1980: Nationalisation of major commercial banks

• 1975: Setting up of Regional Rural Banks

• 1982: formation of National Bank for Agriculture and RuralDevelopment (NABARD) in 1982

• 1990s and 2000s:Micro-credit and MFI- and SHG-Bank linkamodels.

• 2012-2013: Compulsion to open branches in rural areas.

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Moneylenders rule the roost in ruIndia. Why???

•

No priority to the priority sector.• RBI norms stipulate that 40% of bank loans should be made to the

sector. But… 

• The existing financial institutions tend to restrict their lending activitierisky field of lending to the agricultural sector.

• No punctual repayment to money lenders.

• No rigid procedures.

• Beliefs, Fear and Insecurity.

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Moneylenders back in Andhra Pradewith  jumbo lending rates

MONEYLENDERS: Traditional moneylenders who lend only to people with whom they ha

long-term credit relationship

 Amount: Up to Rs 2 lakh

Interest rate: 36-120% per annum

WEEKLY MONEYLENDERS: These lenders come from outside the village and do busine

there

 Amount: Rs 2,000-10,000

Interest rate: 160-225% per annum

MIDDLEMEN: Traders of farm products who provide agriculture inputs to farmers and buharvest

 Amount: Rs 5,000-30,000 (sometimes credit is in kind, like seeds, fertilisers, pesticides, e

Interest rate: 48-75% per annum

PAWN BROKERS: Local jewellers who lend money against gold securities

 Amount: Varies with value of gold pledged

Interest rate: 30-36 % per annum

Source: MicroSave (Microfinance service provider)

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Ernakulam, The Commercial CapitalKerela

• Money-lending 'guests' cash in on urban and rural poverty.

• ‘Chovvazchakaran’ (Tuesday man) 

• ‘Budhanazchakaran’ (Wednesday man) 

• ‘Velliyazchakaran’ (Friday man) 

•  ‘Saniyazchakaran’ (Saturday man) 

• The card system.

• Deprived sections.

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Illiteracy

•

People were not able to read and write at that time.• They were totally dependent on the money lender regarding

contract papers.

• Rumors about education that it weakens a person.

• Girls were not sent to school and were trained to do househ

Video

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•

The condition of education has improved but stillpeople from rural background are illiterate.

• Still women are not sent to school as there is maledominance

• We need to create some awareness among the rupeople to empower them with the tool/weapon open.

Reality Check

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Harassment and

Exploitation of Women

Video

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Reality Check

500 women die everyday due to malnutrition andpregnancy related problems

7.1% hike in crime against women since 2010

Rapes increased by 902% from 1971 to 2012

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 Agricultural Knowledge Lack of Resources

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Mother IndiaNo Access to Technological Advancement leading to m

Hard Labor

Traditional ways of agriculture resulting into low yield

No proper Irrigation Channel’s and water storage. 

Rain dependent Agricultural practices.

Video

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 Actual Picture

•

More Than 21% of GDP depends on Agriculture & accounts labor force in India.

• Proper Water Canal’s and Advanced Irrigation System 

• Krishi Vigyan Kendras (KVKs)

• Global Conference on Agricultural Research & Development

• Virtual Krishi Vignan Kendra – VKVK

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KISAN CALL CENTER

• Kisan Call Center (KCC) is a pioneering

initiative started in Madhya Pradesh bythe Indian Society of AgribusinessProfessionals (ISAP).

• 1.8 lakh calls were received during thefirst 18 months of the operation from

around 1 lakh farmers all across thestate. So far , more than 3 lakh farmershave benefitted from this Kisan CallCenter

Video

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POVERTY

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Poverty

• According to UN

- Denial of choice , opportunity and violation of human digni- Lack of basic capacity for food, cloth, shelter, school and he

• Poverty causes

- Insecurity.

- powerlessness.

- susceptibility to violence.

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21.9 %

India

25.7 %Rural

Population

• According to Tendulkar Commitee the National

Poverty line

- Rural areas is at 816 per capita per month.

- Urban areas is 1000 per capita per month

• According to World bank below 1.25 $ PPP is

considered poor

- So 60 % of Rural Population spends less than 70

Rs/day

• Main Reasons for poverty are

Illiteracy, unemployment, blind faith and

superstitions.

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•

Reduce poverty by - Job opportunities

- Infrastructure (PDS)

- Improving Schemes.

Video

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Suicides

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Suicides

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Suicide

• Over dependence on monsoon.

• Lack of proper Irrigation.

• Usage of Pesticides.

• Debt Trap.

• Uncertainty of agricultural institutions.

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NaxalismVideo

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Naxalism

• Poverty.

• Social Inequality.

• Injustice.

• Forced acquisition of land.

• Anguish against the System.

• Career options.

• Salwa Judum.

Video Video

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Conclusion

• Though we depend on the rural INDIA for our daily needs ofignore them when it comes to development. The solution is& Inclusive Development”. 

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Thank You..