Shodh Chetna The International Reffered, Reviewed & Multifocal Research Journal Year - 4 April to June, 2018 Vol. II RNI No. UPBILL/2015/63870 ISSN : 2350-0441 Patron Prof. Ved Prakash Upadhyaya Ex-chairman Punjab University, Chandigarh U.G.C. Professor .... e-mail : [email protected]Mob. : 9915746560, 8168875124 Dr. Uma Kant Mishra Ex. Prof. & H.O.D. (Sanskrit-Academic) T.R.S. College, Rewa e-mail : [email protected]Mob. : 9131416281, 9424638051 Dr. D. N. Tripathi Associate Professor & HOD (Sanskrit) Dharma Samaj P.G. College, Aligarh e-mail : [email protected]Mob. : 9412485280 Dr. Lokesh Singh Shekhawat Ex. V.C. Jai Narain Vyas University Jodhpur, Rajasthan e-mail [email protected]Mob. : 9983885077 Chief Advisor Ajay Srivastava Librarian, State Central Library, Rewa e-mail : [email protected]Mob. : 8770693612 Founder & Chief Editor Sushil Kumar Kushwaha e-mail : [email protected]Mob. : 9532481205, 9329225173 Honourary Editor Dr. Sanjay Shankar Mishra Professor and Head, Department of Commerce Govt. T.R.S. College, Rewa (M.P.) e-mail : [email protected]Mob. : 9827375632 Editor Dr. Surya Naryan Gautam Associate Professor (Sanskrit), J.J.T. University Jhunjhunu (Rajasthan) e-mail : [email protected]Mob. : 9179391709 Managing Editor Harsh Kushwaha e-mail : [email protected]Mob. : 9807520344 Editorial Board Dr. Rajan Suntoo Asso. Prof. Social Studies & Humanities University of Mauritius, Reduit-80837, Mauritius e-mail : [email protected]Mob. : 002304037400 Pran Kumar Kaul Lecturer Royal University of Bhutan, Bhutan e-mail : [email protected]Mob. : 8769985767 (India) Dr. (Mrs.) Adity Sakia Associate Professor & H.O.D. M.D.K.G. College, Dibrugarh (Assam) e-mail : [email protected]Mob. : 9435160571 Dr. Piyush M. Maurya Asst. Prof. & H.O.D. (Chemical Science) Shri J.J.T. University, Jhunjhunu (Raj.) e-mail : [email protected]Mob. : 8104883369 Dr. C.L. Sharma Ex. Principal, S.K. Govt. P.G. College Seekar. Rajasthan e-mail : [email protected]G.H. PUBLICATION 121, Shahrarabag, Allahabad-211 003 SJIF - 4.076
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Shodh ChetnaThe International Reffered, Reviewed & Multifocal Research JournalYear - 4 April to June, 2018 Vol. II
RNI No. UPBILL/2015/63870 ISSN : 2350-0441
Patron
Prof. Ved Prakash UpadhyayaEx-chairman Punjab University, Chandigarh
The persons holding the posts of the Journal are not paid any salary or remunaration. The Journal's work is purelyacademic, non political, posts of Journal are honorary.
The Journal will be regularly indexed and four issues will be released every year in (January to March) - 1, (Apr. toJun.) - 2, (July to Sept.) - 3, (Oct. to Dec.) - 4
3. RESERVATION POLICY AS A CONSTITUTIONAL MANDATE FORTHE ERADICATION OF DISPARITIES AMONG DIFFERENTGROUPS OF INDIAN SOCIETY 23Abdul Hamid Teli*Dr.Sona Shukla**Dr. Geeta Chauhan***
4. IAEA AS AN CHIEF INTERMEDIATE OF UN SECURITYCOUNCIL FOR THE PROLIFIC IMPLEMENTATION OFNPT AND REGIME THEORIES 27Dr. Sofi Yasir Hassan*Dr.Sona Shukla**
5. Marketing Strategies ofFMCG Companies in Rural India 36Naman Shukla*Imran Mehraj Dar**
We commenced our operations in 1969 for the purpose of developingthe power infrastructure in rural areas. Our schemes have historicallyaimed at extending and improving the supply of electricity and theenergisation of agricultural pumpsets. Through our funding oftransmission and distribution projects in rural areas, we have significantlycontributed to the development of rural India and India’s agriculture.Since our inception in 1969, our mandate has evolved to permit us tofinance all segments of the power sector throughout the country.
We provide funding to our clients and assist them in formulatingand implementing various types of power project-related schemes. Ourclients include public sector power utilities at the central and state levelsand private sector power utilities. Additionally, we fund power projectsfor our joint sector clients. Our financial products primarily include long-term loans, short-term loans, bridge loans and debt refinancing. We occupya unique position within the area of rural electrification of India and webelieve we will continue to play an integral role in implementing theGovernment of India rural electrification strategy. We currently administergrants and provide loans as the nodal agency for the Rajiv Gandhi GraminVidut Yojna (RGGVY), which is primarily aimed at the electrification ofall villages in India. We are responsible for overseeing this programmefrom conception to completion.
Risk Management is an outgoingprocess within the organization. Thecompany has robust risk managementframework to identify, monitor and minimizerisk in also identify business opportunities.The business activities of the company carryvarious Internal and external risk. Theidentification, analysis, assessment, controland avoidance, minimization or eliminationof unacceptable risk. An organization mayuse risk assumption, risk avoidance, riskretention, risk tramsfee or any other strategyor combination of strategies in propermanagement of future events. Riskmanagement's objectives is to assureuncertainty does not deflect endeavor fromthe business goal.
Introduction :Risk management is to provide
innovative, efficient and tailored electricityproducts and services with a strong emphasison risk management for itself and itsconsumer maximise the value of assetsemployed in Madhya Pradesh power sectorby optimizing the utilization of these assets,whether they are generating plantstransmission lines, distribution network orother resources. Creates more businessopportunity for other segment in MadhyaPradesh power sector and enhance theprofitability for each of those segments. Thepurpose of risk management in to ensure thatis able to effectively, execute its strategiesand to reach its targets in the short term aswell as over the long run. The key is toidentify the risk that have the potential torestrain the company from reaching its goalsand to determine whether those risks are atan acceptable level.
The management of India powercorporation limited believes that pro-activeapproach in reporting, evaluating andresolving risks associated with the businessis the key to sustained operations there byprotecting shareholders value, improvinggovernance process and achieving strategicobjectives The principle objective of thepoling is being well prepared for adversesituation or unplanned circumstances, if theywere to occur in the life cycle of the businessactivities.
Risk in literal items can be defined asthe effective of uncertainty on the objectives.Risk is measured in terms of consequences'and likelihood. Risk can be internal andexternal and inherent in all administrativeand business achieves Every members of anyorganization continuously manages varioustypes of risks. Formal and systematicapproaches to managing risks risk haveevolved and they are now regarded as goodmanagement practice also called as riskmanagement. In order to achieve the keyobjective the policy establishes a structuredand disciplined approach to risk managementcommittee of the board of directors. in orderto guide decision on risk related. India powershall ensure implementation of effectiveResearch management by* Putting in place Risks Management-
framework and process.* Identifying risks and promoting a pro-
active approach to treating such risks.* Allocating adequate resources to
mitigate and manage risks and minimizetheir adverse impact on the business.
* Optimizing risk operations to manageadverse exposure and ensure that theyare with in acceptable appetite of thecompany.
* Providing clear and strong basis forinformed decision making at all thelevels of the organization.
* Strengthening the risk managementsystem through continuous learning anddevelopment.
* Complying with all relevant laws andregulations across in to areas ofoperations.
* Communicating the policy to therequired stakeholders and periodicallyreviewing its relevance in a continuouslychanging business environment.The process of developing business
community for Risk management plans forunforeseen
The main objectives are to achieveefficiency gains and making necessarychanges to mark the company commerciallyviable, progressively self sustainable and lessgovernment dependent and at the same timebalancing the interest of the consumers inregard to quality would include among otherthings, metering, billing, collection,identifying the present defencies and theimprovement to be made, mapping supplyfeeders, measurement of energy supplied tofeeders and energy audit. Study of losses andscheme for progressive reduction, reductioninput costs, consumer affairs handlinginvestments required for improvement in thedistribution systems.
Review Literature :We are one of the leading public
financial institutions in Indian powerinfrastructure. We are engaged in thefinancing and promotion of transmission,distribution and generation projectsthroughout India. We believe our
organisation occupies a key position in theGoI’s plans for the growth of the Indianpower sector.
s a public sector undertaking, we havebeen accorded “Mini Ratna Grade-I” statusby the Government of India by virtue of ouroperational efficiency and financial strength,which affords greater operational freedomand autonomy in decision-making. Inrecognition of our performance and ourconsistent achievement of targets negotiatedunder the memoranda of understanding thatwe enter into with the GoI on an annual basis,the GoI has rated our performance as“Excellent” continuously from Fiscal 1994through Fiscal 2006. We have also beenranked among the top ten public sectorundertakings in India by the Ministry ofHeavy Industries and Public Enterprises for
Fiscal 2000,Larence V. Snyder(2016) published on
Journal IIE Transaction : OR/MS models forsupply chain disruptions: a review TheOperations Research/Management Science(OR/MS) literature on supply chaindisruptions in order to take stock of the
research to date and to provide an overviewof the research questions that have beenaddressed. We first place disruptions in thecontext of other forms of supply uncertaintyand discuss common modeling approaches.We then discuss 180 scholarly works on thetopic, organized into six categories:evaluating supply disruptions; strategicdecisions; sourcing decisions; contracts andincentives; inventory; and facility location.We conclude with a discussion of futureresearch directions.
The concept of risk For further inquiry,it is essential to take a closer look at theconcept of risk. According to Renn (1992), aprerequisite for the existence of risk isuncertainty, i.e. that future is notpredetermined but is dependent on presenthuman activities. Bernstein (1998) argues forthe non-existence of absolute certainty,claiming that one can never be certain ofanything, since the mass of availableinformation is either inaccurate orincomplete. Consequently, uncertainty is anecessary and constant element of life. In hisbrief review of Bernstein (1998), Adams(1997) refers to virtual risks as a synonymof uncertainties. Such risks are mostly theproducts of our imagination (e.g. thepossibility of an extraterrestrial attack), theprobability of which therefore cannot beestimated. Klinke and Renn (2002) alsoattempted to decompose uncertainty, andidentified four components in the process.An evaluation of the components ultimatelyinfluences risk perception itself; however, asthey are often strongly correlated, it issufficient to examine only one of them. InKnight (1921/1964), risk is defined asmeasurable uncertainty, and the term‘uncertainty’ itself is only used in the oppositecase. In other words, risk is probableuncertainty, and consequently one of itsdescriptive features is the probability ofoccurrence Following Renn’s (1992)argument, the second descriptive feature ofrisk is a future state of reality i.e. the outcomeof risk. The third descriptive feature is theprobability of occurrence and the method ofaggregating the outcomes (Renn 1998) , theresult of which is the magnitude of risk.
Objectives
1. The main objectives are to achieveefficiency gains and making necessarychanges to make the company commerciallyviable, progressively self suitable and lessgovernment dependent and at the same time,balancing the interest of the consumer inregard to quality of services and economicaltariff.
2. The plan would include among otherthings, metering, billing collectionidentifying the present deficiencies and theimprovement to the made, mapping supplyfeeders, measurements of energy supply tofeeders and energy, audit, study of losses andscheme for progressive reduction, in putcost, consumer affair hardly, investmentrequired for improvement in the distributionsystem.
3. The main objectives of the companyis the better execution of work for achievingefficiency gain and to make companycommercially rival, progressively selfsustainable and less government dependent.
4. A balance between the quality andservice and logic tariff is to be maintained tosafeguard the interest of consumers.
5. We aim to provide an efficientdistribution services in a transparent and nondiscriminatory manner by adopting the bestpractices and standards laid down from timeto time.
Limitation
1. Prepare and manage inventory foremergency operations.
2. Training of electricity departmentworkers and make sure that proper normsare being followed at the time of installationof various electric units/instruments.
3. Make various applicable andimplementable schemes regarding the setupand examination of electrical units/instrument.
4. Make people aware so as to minimisethe damage to life/limb caused due toelectricity.
Proposed work AreaThe purpose of the proposed study is to
attempt a critical investigation of the RiskManagement in MPSEB perspective with thepurpose of identifying Madhya Pradesh RiskVidut Management Authority will work formanagement and implementing bodymanage-ment by following the guidelines ofcentral and state government disastermanagement authority. It's role andresponsibility is explained in under :
1. To prepare and implement MadhyaPradesh Vidut Vitran management plan. Toimplement and monitor national and statepolicy and plan. To identify Vidut Vitranprone area in district with proper preventionand mitigation and preparation by districtlevel government department and localbodies.
2. To give direction to district leveldifferent authorised institution and localauthorities about necessary prevention andmitigation measures. To make itimplementation, monitoring and control. Todevelop, manage, monitor and improve abody for communication of notice and pre-warning to people. To organize specialtraining program for district level Officers,employees and volunteers in the light of thisproject entitled "Risk Management inMPSEB".
3. Three distribution companies whichare distributing electricity in Madhya Pradeshare : 1) Madhya Pradesh Poorv kshetra vidyutvitran company ltd. 2) Madhya Pradeshmadhya kshetra vidyut vitan company ltd. 3)Madhya Pradesh paschim kshetra vidyutvitran company ltd.
4. All three of them have differentwebsite for online bill payment. and there areother option as well as based on convenienceand case of use, people can choose one ofthe multiple method that are available formaking the payment.
5. MPONLINE - (http//www.mponline.gov.in portal) Mponline portal providesmultiple services that include phone billpayment (both mobile and landline)electricity bill payment, this is the mostcommonly used and preferred portal by mostpeople in Madhya Pradesh.
6. Madhyaapradesh paschim kskhetravidyut vitran company ltd. (http//www,mpwz.co.in/portal) Indore.
7. Madhya Pradesh Madhya kshetravidyut vitran company ltd. (http//www.madhyavitran.org/it/bill/asp). Theportal is specifically for the consumers ofMadhya kshetra for central part of MadhyaPradesh.
8. Modes of payment accepted : 1)Debit/credit card, 2) VISA, 3) Master card,4) AMEX cards. If you are not aware ofwhich utility services your districts, you canuse our online bill payment tool to determinethe same.
9. Bijli Bachao - Bijli Bachao is aninitiative to provide electricity saving tips topeople & motivate them for saving electricityat their home and offices. Bijli Bachao has
been started with the vision of empoweringconsumers with useful information and toosto help them understand their electricityconsumption and learn ways to reduce thesame. The essentially is to make energyefficiency. 'A Cool Product'.
10. Wages and allowance Manual -Every employee shall be required to deciarehis/her dependents at the time of joining forclaiming medical benefits. and welfareprogramme. The dependents list shall beupdated by submitting a request to the HRdepartment which shall be subject toverification and approval. The details of thepolicy shall be notified by the company.
11. Medical Allowance at the rate of rs.150 per month shal be disbursed to allemployee for their OPD coverage. Grouplife/Accident Insurance;
12. All employees shall be coveredunder the a group life/accident insurancescheme which shall cover compensation tothe employees in account of death, partialdisablement permanent disablement. Detailsof the same shall be notified by the company.
Methodology of Research Work :Research Methodology is the prime
importance in the field of research. Itsguidelines serve the purpose how bothprimary as well as secondary data iscollected. For the requirement of particularstudy the primary material of the study areafor the authenticity of research and secondarysources will be evaluated accordingly, furtherits analysis will be done under the keensupervision of research guide. Besides theuse of internet different libraries will bevisited for the required purpose. In the courseof the research in the Internet, Text Book and
Departmental resources will be consulted.The textual, theoretical, comparative, critical,analytical, Graphical, Tabulation work andconceptual theories would be helpful for theresearch purpose.
Committee Responsibility andauthority :
* The risk management committee shallannually review and approve the riskmanagement policy and associatedframeworks, process and practice of thecompany.
* The risk management committee shallensure that the company in taking theappropriate measures to achieve prudentbalance between risk and reward in b o t hongoing and business activities.
* The Risk management committee willcoordinate in activies with the auditcommittee in instances where there is anyoverlap with audit activities e.g.internal or external audit issue relating to riskmanagement of policy or practice
* The risk management committee mayform and delegate authority tosubcommittees to appropriate. The riskmanagement committee shall report to theBoard.
* The Risk management committee shallreview and reassess the adequacy of t h eRisk management policy annually andrecommend any proposed changes to theBoard for approval.
The Risk management committees shallalso authority to obtain advice and assistanceform internal or external legal or accountingor other advisors. Risk management is acontinuous process of analyzing andmanaging all the opportunities and threats
faced by the company in its efforts to achieveits goals and to ensure the continuity of thebusiness. The basis for risk management islifecycle quality and products and thecontinuous systematic loss. Preventionefforts at all level of the group not only asan integrated part of management system, butas part of every employees daily work. In thelong term this is the only means for reducingthe overall risks related costs.
The company has been incorporated aspart of the implementation of the powersector reform in Madhya Pradesh initiatedby the government of Madhya Pradesh. Thecompany has taken over the Generationachieves of MPSEB. The company in apublic company fully owned by governmentof M.P. The company was incorporated on22-11-2001. The company obtained thecertificate of commencement of business on16.07.2002. The registered office of companyin at shakti bhawan, Rampur Jabalpur. Theauthorised capital of company at present isRs. 10000 (Rs. Divided into 10,000,000,00shares of Rs. Each).
The residual MPSEB was vestead withthe function of bulk purchase of electricityfrom generating companies and supply ofelectricity in bulk to the there income of thestate subsequently, the state government'schemes rules 2006 vide notified dated 3rdJune 2006 where by the function, properties,interest rights and obligation of the residualMadhya Pradesh state Electricity Boardrelating to bulk purchase and Bulk supply ofelectricity along with the related agreementand arrangements have been transferred andvested in M.P. Power Trading companylimited (TRADECO) has startingfunctioning w.e.f. 03|06|2006 and form that
date onwards, all three discoms are buyingthe power of their requirements from a singlesource i.e. TRADECO including short termpower.
I. Madhya poor kshetra vidyut vitarancompany limited.
II. Madhya Pradesh pashcim kshetravidyut company
III. Madhya Pradesh Madhya kshetravidyut vitaran company.
(i) Madhya Pradesh Poorv KshetraVidyut Vitran Company Limited :The government of Madhya Pradesh
vide order dated 1st July 2002 hasincorporated Madhya Pradesh Poorve kshetravidyut vitran company limited as a whollyowned government of Madhya Pradesh ofcorporation under the comprises out 1950 toundertake achieves of distribution and retailsupply for and on behalf of Madhya PradeshState Electricity board in the areas coveredby the communication of Jabalpur and Rewa
To achieve this mission, the companyand its employee commit themselves tohonesty and integrity, result oriented work,dedication to duty, cost consciousness,openness to suggestion and feedback fromall. Government of Madhya Pradeshproposed a transient phase in which theassets and liabilities would continue to beserviced by the board with only theoperational activities being wasted into theirnew company. Madhya Pradesh electricityRegularity commission in the order dated10th July 2002 has granted approval thisoperation and management arrangement forfacilitating the process of reform andreorganization bringing in economy andefficiency in operational achieves of theelectricity sector.
Poorve kshetra encompasses an areaserved by 59,489 kms of HT and 1,02,231km of LT distributing network. The seize ofthe administrative set up in a below :
1- Number of regions 032- Number of circle 133- Number of divisions 394- Number of sub- division 1895- Number of distribution centrers 3686- Number of fuse call centre 1888
(ii) Madhya Pradesh Paschim KshetraVidyut Vitaran company Ltd.
The Government of MadhyaPradesh vide order dated 1st July 02 hasincorporated Madhya kshetra vidyut vitarancompany limited as a wholly ownedgovernment of Madhya Pradesh corporationsunder the companies act 1956 to undertakeactivities of distribution and retail supply forand on benefit of Madhya Pradesh stateElectricity board in the areas covered by thecommission Aires of Indore and Ujjain.Madhya Pradesh Electricity Regulatorycommissionaires in the order dated 16th July02 has granted approval to this operation andmanagement arrangement for facilating theprocess of reform and organization andbringing in economy and efficiency in theoperational activities of the electricity sector.
(iii) Madhya Pradesh Madhya akshetra vidyut vitaran company
Madhya Pradesh Madhya kshtra vidyut-vitaran company Ltd. (MPMKVVLL) wasincorporated as a wholly owned Governmentcompany on 31rd may 2002, under thecompanies Act 1956, the same has beennotified vide order No. 5555/RS/413/2001dated 1st July 2002 of the Govt. of MadhyaPradesh. The company undertakes the
achieves of distribution and retail supply inthe areas covered by the commissionairesareas of Bhopal, Hoshangabad, Gwalior andChambal.
Result and Discussion :The expected outcome of the proposed
work will prove the unique attempt of thedeep study will be done on various RiskManagement in MPSEB and what were theconsequences of these policies on MPESEBLevel secnario.
The researcher has formed thehypothesis on the basis of Departmental Datadone studies that the analyse of Managementof in MPSEB role and the researcher mayprove or bring some exceptional points tothis Management. Development ofagricultural and industrial sector depend onadequate development of economic andsocial infrastructure like irrigation, powergeneration, transport, communication,technology and human resources. Powersector plays a crucial role in enhancing thegrowth of all social and economic sectors ofeconomy. State is treating Power Sector asone of the priority sector to strengthenagriculture and industrial base of the state.
The installed capacity of MadhyaPradesh Power Generation Company as on31.3.2012 is 3724.7 MW comprising of2807.5 MW Thermal and 917.2 MW StateHydel projects. In addition, state has shareof 2426.5 MW from hydel projects in jointventure and 2640.3 MW in the Central SectorProjects. Apart from the above, state hasinstalled capacity of 361 MW from Privateand Non-conventional sources. Thus totalinstalled capacity of 9452.8 MW is availablewith state as on 31.3.2012.
Reference :1. Annual plan 2013-14 All chapters Volume
state Planning Commission. (MP Planningcommission.gov.in) chapter final 22-08-2013 pd.
2. Alexander Eydeland, (2012) Energy andPower Risk Management NewDevelopments in Modeling Pricing andHedging, Published by John Wiley & Sons,Inc. Hoboken, New Jersey,
3. Davis W. Edwards (2010) Energy Tradingand Investing : Trading Finance &Investing. (Risk Management andStructuring McGraw-Hill.
4. Mohammad, Shahidehpour, (2015) MarketOperations in Electric Power systems :Electric Power systems : forecastingScheduling and Risk Management.
6. EDr. Seyged Ali Powermousavhkani,(2005) Electric Power Components &systems Vol. 33, No. 10; University ofQueensland, America.
7. Theodone Wildi (2006) Electrical MachinesDrives and Power systems (Fifth Edition)Sperika Enterprises Ltd.
8. Sanal Kumar Vulayudhen (2007) RuralMarketing : targeting the non urbanConsumer. B1/B11, Mohan CooperativeIndustrial Area Mahatma Road, New Delhi-110044
9. Pradeep Kashyap (2014) Rural MarketingIIIrd Edition. Online Amazon.in India.
15. Maclyer and Page. (1955) Socity-AnIntroductory analysis, Macmillans Co.London.
16. Majumdar D.N. (1958) Racgs and culturesof India. Asia public house, Bombay.
17. Nurullaha S. and Naik J.P. (1951) A historyof education in India.
18. Weber, Max : (1958) The Religion of India,The Free Press Unions,
19. William J. Goode and Paul K. Hatt :Methods in social Research, Megraw hillkogakusha Ltd.
20. Info@Indianpower sector.com copyright2012. Indian power sector.com,<home>2010/10
21. Guidelines regarding Sections 126 and 135of the Electricity Act 2003 for the FieldOfficers. M.P. Poorve Kshetra Vidyut vitranCompany Limited, Black No. 7, ShaktiBhawan, Rampur, Jabalpur 482008
22. https://www.dailytechtutus.com.
ABSTRACT
GENDER EQUALITY IN PARTICIPATORY RURALINSTITUTIONS OF MADHYA PRADESH
Dr. Geeta Chauhan*
The well-being and development of women depends on theirempowerment social, economic, cultural and political. Women contributealmost half of the world population. As compared to men the contributionof women to the social and economic development of societies is alsomore than half due to their dual role in productive and reproductivespheres. Since women contribute half of the world population they shouldhave equal participation and representation in the world democracies butwhen it comes to their representation in the political position in thegovernment, their percentage is very low. Poor representation of womenis not specific in the political domain alone but also in the administrativeand managerial position. This gender inequality, which is of major concernto the issue of human development all over the world, is manifested inmany forms.
* Guest FacultyDept. Of Legal Studies and Research ,Barkatullah University,Bhopal,M.P.
IntroductionThe well-being and development of
women depends on their empowermentsocial, economic, cultural and political.Women contribute almost half of the worldpopulation. As compared to men thecontribution of women to the social andeconomic development of societies is alsomore than half due to their dual role inproductive and reproductive spheres. Since
women contribute half of the worldpopulation they should have equalparticipation and representation in the worlddemocracies but when it comes to theirrepresentation in the political position in thegovernment, their percentage is very low.Poor representation of women is not specificin the political domain alone but also in theadministrative and managerial position. Thisgender inequality, which is of major concern
to the issue of human development all overthe world, is manifested in many forms.
The marginalized status of women is anestablished historical phenomenon all overthe world. It is said that while writingPolitics, Aristotle pondered over the questionof moral rightness or justification of slaverybut there was no doubt regarding the inferiorstatus and subordination of women to men.Women's inferior status is also evident fromthe universal feature of women's absencefrom public arena. Women across the globalhave fought for equality, dignity and freedomagainst inequality, oppression andsubordination. The objective ofcontemporary feminist approach is to changethe essenceof politics and feminise politicsrather than be a part of the men's stream.
There has been a slight positive changeduring the last decade of the 20th centurywith regard to political participation ofwomen all over the world. It is interesting toobserve that there areregionalvariation onpolitical participation of women. It has beennoted that women in South Asia have thelowest participation in governancestructure.The status of women had caught theattention of the United Nations as early asits inception.Major world conferences havebeen organized by the UN on the status ofwomen during the last 40 years or so. Thedebate on the political representation ofwomen continues to be of great importanceto the international community. Though therehas been worldwide attempt to involvewomen in the decisionmaking process, theeffectiveness of participation of women is offurther concern and needs to be evaluated.
In India, the demand for representationof women at higher level of political decision
making process has been continuing for along time. There is also a growing demandfor reservation of seats for women in theparliament. The essence of the growingdemand for greater participation of womenin the political process by womenthemselvesis the growing realization thatbesides representing the neglected half ofthe population it would provide and equipthem with the power to specify the politicalagenda and persuade their interest.
Panchayatsas people’sbodies have beenan integral part of Indian society and politysince long in the country . However theparticipation of rural women in availingdifferent level of education, employmentopportunities and political activities has beenmuch lower as compared to women in theurban areas.Taking into account, theunsatisfactory progress that has beenachieved in improving socio economic statusand empowerment of women in the past ithas been felt important to maximize theparticipation of women in the PanchayatiRaj Institutions including the issues relatedto decision making and the implementationof various rural and developmentprogrammes.With this objective the 73rdconstitutional amendment act 1992, proposedthat not less than one third of total seats inall the three tiers of panchayats to be reservedfor women. This act definitely empoweredwomen in terms of number at the grass rootlevel but being in large number is notsufficient as reservation only provides thepossibility of a voice for women it does notguarantee it. The reason being maledominance, illiteracy, casteism, deeprootedcultural beliefs and values which donot promote women's assertion but retain
them in their traditional role of dependenthousewife and mother.It becomes necessaryto examine the nature and effectiveness withwhich the women members are able toparticipateamidst such social, cultural andeconomic constraints in the working of thePanchayati Raj Institutions.
ReviewofLiteratureG.S.Mehta (2002) in his book entitled,
“Participation of women in the PanchayatiRaj System,” has attempted to examine theissues related to the implementation patternof reservation policy and its awarenessamong rural women, socio-economic andpolitical background and personalcharacteristics of women elected to PRIs andtheir participation of developmentprogrammes and welfare activities andimprovements in the socio economic statusand empowerment after representing thePanchayats.
Ashok Kumar Jha (2004) in his editedbook on “ Women in Panchayati RajInstitution,” sated that despite of reservationfor women , effective participation inPanchayati Raj Institutions have failed dueto misuse and manipulation by local powerbrokers. Ignorance of women about theirrights and procedures and about theirpotential and responsibilities have kept themfar behind men in the local bodies. It is verymuch doubtful that mere increase in numberof reserved seats for women in local bodiesis likely to increase participation of women.Unless structural changes are brought aboutand a sincere effort is made to educatewomen and the power structure existing inrural areas are neutralized , nothing much canbe achieved.
GiriMohiniV.(2007) in her essay on“Federation of Panchayati Women in India :Beginning of a social Transformation,” takesinto consideration the experiences ofPanchayat women in six states of India;Haryana, Madhya Pradesh , Orissa,Rajasthan, Tamil Nadu and Uttar Pradesh.The author considers that the politicalempowerment and consequent decisionmaking roles of women ensures harmony insociety and paves the way for undisturbedeconomic and social progress.The authoropines that various social supports, whencreated can make rooms for women to actpowerfully within society and thereby withinits local political structure.
Methodology and Hypothesis
To examine the issues related to theimplementation pattern of reservation policyand its awareness among rural women. Theirparticipation in different stages of theimplementation of developmentprogrammesand welfare activitiesandimprovements that have occurred inthemobility,freedom,socio economic status,political awareness and empowerment afterrepresenting the panchayats.The presentstudy is based on primary and secondarysources.The primary data has been collectedthrough survey based questionnaire and thesecondary data has been collected fromdifferent published articles, books and
websites.
Objectives of the studyThe principle objective of this research
is to study the nature of participation ofwomen members in PRIs in Madhya Pradeshwith a special represent to Bhopal, Sehore
and RaisenDistricts.In doing so the focus ofthe present study has been on the followingissues:
* To study the gender wise variation inthe profile of elected male and femalemembers at all the three levels of PRIs.
* To find out the level of awarenessamong women in the villages about their role,responsibilities, powers and authority in thePRIs.
* To examine the practices in our societywhich have adversely affected women'srights and welfare.
* To critically assess the participationof women in Panchayati Raj in study area.
* To increase women’s effectiveparticipation in decision making in PRIs instudy areas.
Area of the studyThe work is based on a comprehensive
study which looks into the whole issue ofwomen’s participation at all the three tiersof Panchayati Raj Institution- GramPanchayat, Janpad Panchayat and ZilaPanchayat in the three districts of MadhyaPradesh State in India, namely Bhopal,Sehore and Raisen.The special focus of thestudy was on women representatives but theviews of male counterparts was also takeninto account in order to compare thefunctioning and also the perceptions aboutthe participation of women.
InterpretationDue to reservation of seats there is
greater participation of women in electionprocess. It is an effort or a nursery of creatingwomen politicians for national politics. Theparticipation of common women citizen invarious activities like attending gram sabha
meetings has increased. Women have startedparticipating actively in rural developmentas per their capacity. There is increasedparticipation of women in decision makingand they give their suggestion for variousworks and problem. They are acting as anagent of change in the society and raise theirvoice against injustice. There is reduction inviolence against women as they contest theelection and are becoming aware of theirpowers and rights. This growing participationof marginalisedsection in general and womenin particular is transforming the democraticsetup from representative democracy toparticipatory democracy.The officials ofblock panchayats should ensure theparticipation of local people specially womenin meetings of Gram Sabha to instill in themthe seed of democracy.
Challenges faced by womenrepresentatives in Panchayat RajInstitution :* Male domination of politics, political
parties and culture of formal politicalstructure is a major factor that hinderspolitical participation of women.
* Women also find it hard to activelyparticipate in village politics due tolimited time available to them becauseof their domestic responsibilities.Women also face cultural constraints ontheir mobility.
* Economic dependence on malemembers also limit the scope of politicalwork.
* Women mostly act as proxies for men.There is too much intervention of themale family membersin the functioningof the elected women.
* Lack of political awareness amongwomen regarding their rights,authorityand working of the panchayats.
* Women often lack social capital becausethey are not the head of communities ortribes . There is negative public opinionregarding leadership capacity of women.
* Lack of proper training course regardingthe working of panchayats especially forwomen representatives
* Another stumbling block is illiteracyamong women in rural areas.
* There is also dominance of elected malerepresentatives in the panchayats.
Conclusion and SuggestionsThe educational qualification plays a
vital role. It influences the nature and extentof participation in various activities of blockand village panchayats including issuesrelated to decision making, implementingand supervising developmental programmein a proper way and attending various social,cultural and political activities. In thisbackdrop it is suggested that someeducational qualification should be fixed forthe candidates willing to contest the electionof Sarpanch and members of GramPanchayats, Janpad and Zila Panchayat.
Educational qualification alone cannotserve the purpose unless women come outof the purdah to ensure their activeparticipation and end the proxy system whichis prevalent now at various levels ofpanchayats. The direction for the presenceof members and exclusion of husband ormale members of the family from meetingsshould be enforced with heavy hand.Besideilliteracy and purdah system economicdependence of women on the male membersof their family is also an important factor
responsible for their ineffective participation.Therefore it is necessary to have a networkof cottage industries for women in rural areas.Some industries which are based onagricultural produce should also bedeveloped in each Panchayat. The GramPanchayats must be provided with telephonefacility, television and a small library toenlighten and educate the members and alsothe residents of the village.
* Awareness should be created amongthe people about the implication andobjectives of the new system. In order tobring awareness to PRI representatives aboutthe constitutional rights, functions and duties,the nature of Indian democracy and policiesand programmes for women, methodologyto be adopted for successful implementationof different developmental programmes andmaximize the local participation andproviding information about the nature ofdevelopmental programmes, governmentagencies should organize frequent training.
* Training is a very important aspect.Most of the women members are not wellqualified and if qualified they are not wellversed with the panchayat act and rules andthe accounting process. They should be giventhorough training in the relevant subject sothat they may not remain at the mercy ofgovernment officials and the male membersof their family. Besides other hinderingfactors for their failure to perform theirmandatory roles most of the elected womenrepresentatives have low capabilities. Thetask of evolving a suitable future strategy forenhancing the capabilities of the electedwomen representatives thorough trainingshould be taken very seriously. Electedmembers should be provided with adequate
information on the 29 subject's ear markedfor local body institutions in the Eleventhschedule of the Constitution. The electedmembers should be acquainted with theprocess of planning from the grass root level.They should be equipped with the devicesof resource management. The role ofGovernment machinery should be that offacilitator.
* There should be proper supervision ofevery work. The supervisors should be welltrained and should realize their responsibilityto ensure quality control. Meetings convenedby the Government on panchayats must beattended by women members. Every womenrepresentative at village. block and ZilaPanchayat should be asked to attend themeetings and different activities ofpanchayat. They should be asked to take partin discussion and present their views onpolicy decisions. It will enhance theleadership qualities, culture and selfconfidence. Gradually they will performbetter in mandominated meetings of thepanchayats.
* The goal of political empowerment ofwomen does not end up only with theirinduction into power positions in thepanchayat institutions. The policy of politicalempowerment of women should aim atensuring their actual participation in theprocess of decision making in theseinstitution. After being elected to theseinstitutions their actual role begins. Theachievement of the goal of rural developmentdepends on the active participation of therepresentatives of PRI's in the meetings.attending the meetings would be consideredas a precondition to exercise influence on thedecision making process. Regularity in
attending the meetings could be consideredas an indication of their involvement whileparticipation in the discussion in PRImeetings by the women leaders would beconsidered as an indication of their activeparticipation in decision making.
* A necessary condition for theefficiency of reservation policy in PRIs is thatthe elected women representatives haveindependent power and autonomy. Thehusband of women office bearers should notbe allowed to meddle with the affairs ofGram, janpad of Zila panchayat.Sarpanchpati or husband of Janpad and ZilaPanchayat women office bearers should notbe encouraged by the officers to representon behalf of the women office bearer.
* In villages there are veterinaryhospitals, Primary school,Anganwadikendras, health care centre's runby State Government. It should be madecompulsory that the officers inform Sarpanchof their visit, meet them and endorse a copyof the inspection note also to the Sarpanch.Efforts should be done for the formation ofMahilaMangal Dal, MahilaManch WelfareSocieties to achieve the maximumparticipation of women in these institutions.It will improve the socio-economic status andempower the women in rural areas.
* The problems like education, landreform and primary health are not touchedby the Panchayati Raj system. The powersgiven to the panchayats are narrow in scope.The control of the Panchayat over the statefunctionaries is illusionary. The scope forpanchayat autonomy is limited because thestate controls the flow of funds to thepanchayats and also primary implementationof the major development projects. Although
Madhya Pradesh was the first state to set upthree tier system of panchayats, it’sfunctioning was severely affected byfinancial constraints and inadequate resourcemobilization. Taxes assigned to them are nottoo productive of revenue. Panchayati RajInstitutions should be enabled to levy localtaxes on their own.
Since the Panchayati Raj Institutions areat the nascent stage much care and cautionis required on the part of government tostrengthen them. These institutions shouldbe given more and more financial help andsupport. Moreover the problems which arebeing felt by the Panchayati Raj Institutionsshould be addressed in a participatory anddemocratic way. If proper support andattention is given, these institutions willcertainly change the scenario of the countrywith regard to upliftment of women,development, overall improvement in thequality of living conditions and thinking atthe grass root level.
Empowerment as process is slow butself-perpetuating. The reservation policy forwomen under the Panchayati Raj systemprovides an opportunity to bring significantimprovement in their socio economic statusand makes them aware of their rights andauthority. Providing women with opportunityand support system like reservation andsimilar concrete effort has the potential to
put into motion a sustainable process forbringing a change in gendered power relationallowing them to break the shackles ofexisting inequality and differences and tobring them at par .Thus allrounddevelopment and harmonious growth of anation would be possible only when womenare considered as equal partners in progresswith men.
References:* Altekar, A.S., The Position of Hindu
Civilization, MotilalBanarasiDas , Delhi1962.
* Bajpai , A. and Verma M S, Panchayati Rajin India- A New Thrust, Vol.I,Sahitya, Delhi1995.
* Khanna, B.S., Rural Local Government in
India and South-Asia, Deep & Deep
Publishers, New Delhi, 1979.
* Palanithurai, G., Dwaraki B.R. and
Narayanaswami S. (ed), Major Issues in
New Panchayati Raj System, Kanishka
Publishers, 1994.
* Pylee, Dr. M.V., An Introduction to the
Constitution of India, Vikas Publishing
House, New Delhi, 2007.
* Sharma ,Parul ,Panchayati Raj Prashashan,
Ritu Publication, Jaipur2007
* Verma ,Sudhir , Women’s Struggle for
Political Space, Rawat Publishers, New
Delhi, 1997.
ABSTRACT
RESERVATION POLICY AS A CONSTITUTIONALMANDATE FOR THE ERADICATION OF DISPARITIESAMONG DIFFERENT GROUPS OF INDIAN SOCIETY
Abdul Hamid Teli* Dr.Sona Shukla** Dr. Geeta Chauhan***
Reservation policy, not a concern of India only but is deeply rootedin the big powers of the world also, with different labels such as affirmativeaction in the USA, positive discrimination in the United Kingdometc.Reservation policy is by and large expressed as positive or protectiveor compensatory discrimination in favour of the backward classes forthe purpose of ensuring justice and justifying inequalities that areembedded in the socio-economic and political system. In order to bringthe unequals with the rest of the society the Constitution makes availablemeans in the form of reservation.
affirmative action or protectivediscrimination denotes a policy of initiativesused in India to counterbalance theinequalities of those who have beenhistorically discriminated in the fields suchas services, business, education, politics andother fields.Reservation policy is anendeavour to bring the unequals equal withthe rest of the society; an attempt not only toeliminate discrimination but one to redress
the wrongs done in the past. Reservation bydefinition demands some preferences for thedeprived that may otherwise lose in an opencompetition with those who belong to theprivileged classes. It has been incorporatedin the Indian Constitution as a measure forthe deprived and discriminated classes ofcitizens, so that they would improve theirwell being (Arora, 2010, p. 5.18).
Reservation policy is just not only a toolfor keeping a respective portion of seatsreserve, but a mission to evolve a nation,
based on social harmony wherein no onecould face any sort of inequality on thosegrounds which an individual gets throughbirth and not by intention like caste creed,religion, sex etc. It also intends to create anetwork of support or social capital and tomeet the deficit of ‘cultural capital’ for thosewho were alienated from social mainstreamand deprived of opportunity, human freedomand dignity (Yadav, 2010, p. 3.
Prior to the advent of IndianConstitution, reform movements,sanskritisation westernization, preferencepolicies etc. bring about some revolutionarychanges among dalits. But after the India’sIndependence, amelioration of conditions ofthe underprivileged groups engaged theattention of the framers of the Constitution(Ahuja, 1999, p. 57). They committedthemselves for bringing dignity and socialjustice for those at the bottom of the socialorder. They called for attacking the inequitiesof the caste system, a lasting feature of Hindusociety. An independent and modern Indiacould not possibly live with the notion that,depending on the Caste in which one is born,a human being’s rights and responsibilitieswould be different; that discrimination wouldcontinue to be practiced as in olden days; andthat roughly one fifth of the HinduCommunity, whose touch would pollutethose hierarchically above, could be calleduntouchables. A modern polity could notaccept radically different bundles of rightsbased on birth (Varshney, 2014, p. 5).Indiahas embraced equality as a central value, thishappened against the background of extremeinequalities(Haan, 1995, p.3).
It is because of the past experiences,which draw the keen attention of foundingfathers of Indian Constitution to reflect bothon civil and political rights on the one hand
and social and economic rights on the other.They incorporated within the fold of IndianConstitution, the political and civil rightsmovements of USA and the social andeconomic rights movements of USSR,aiming at radical social revolution in thecountry (Sandanshiv, 1986, p. 34). TheConstitutional ethos of the social revolutionrunning through the ‘preamble’, fundamentalRights and the directive principles expresslyemphasize the establishment of an egalitariansocial order and based on human values ofjustice, Social, economic and political,equality of status and of opportunity andfraternity assuring human dignity (Kumar,2016, p. 96).
Research Methodology & Data SourcesFor the methodological purposes, the
study relies wholly and solely on non-empirical methods. Under the non-empiricalor doctrinal study, the historicalanddescriptive methods have been used partlyin carrying out this work.
In this study the researcher has made useof secondary data. The secondary data hasbeen culled fromvarious books, journals,magazines, working/discussion papers,published articles,Annual Reports ofNational Commission for Scheduled Castes,Scheduled Tribes etc.
Statement of the ProblemReservation policy is a constitutional
obligation that seeks to recompensepeople,unfavourably located in scheme ofresource endowment for the loss incurred onaccount of their exploitation and stagnation.
Constitutional SafeguardsHaving an eye on the conditions of
different sections of society, the foundingfathers of the Constitution felt that certain
sections in the country have got entangled inextreme social, educational and economicbackwardness which arose out of age-oldpractice of untouchability and certain otherson account of the primitive agriculturalpractices, lack of infrastructure facilities andgeographical isolation, and who need specialconsideration for safeguarding their interestsand to find out the way in order to help themout of the gravest backwardness (NationalCommission for Scheduled Tribes, 2015).The Constitution framers with their greatefforts geared up the Indian Constitution andwelcome the social revolution in India. TheSocial revolution anticipated to get India outof the traditional evil practices based on birth,custom and community and renovate socialstructure on modern fundamentals of law,individual merit and secular education(Austin, 1972, p. 26).They framed the IndianFundamental law in such a manner that theyput into it the remedy to the inequalities andinjustices which had engulfed the Indiansociety. Our Constitution intends to provideequality and justice (Basu, 1982, p. 327) Inorder to bring the unequals with the rest ofthe society the Constitution makes availablemeans in the form of reservation. Byproviding reservation the state is free to takea positive action for encouraging the down-trodden and to remove unequal treatmentarising from social, economic and politicalconditions of the society.
Following are the Constitutionalsafeguards which make the base ofReservation policy in India terribly strong.
Article 14 of the Indian Constitutionestablishes the general right of equality: TheState shall not deny to any person equalitybefore the law or the equal protection of thelaws within the territory of India.
The Article 14 concept of equalityespouses the principle that similarly situatedpersons will be treated alike. The law,therefore, need not apply identically to eachand every person. The principle of equalitydoes not mean that every law must haveuniversal application for all persons who arenot by nature, attainment or circumstancesin the same position, as the varying needs ofdifferent classes of persons often requireseparate treatment (Chandola, 1992, p. 107).
Further, Article 15, prohibits thediscrimination on the grounds of religion,race, caste, sex, or place of birth (Basu, 1982,p. 59).It provides that the state can makespecial provisions for the upliftment of anysocially and educationally backward classesof citizens or for the Scheduled Castes andScheduled Tribes.Accordingly Article 15provides the basis for incorporatingReservation in the Constitutional framework(Purane, 2000, p. 41). Article 16 providesequality of opportunity in publicemployment. This Article under clause (4)allows the state to reserve the seats forbackward classes of citizens(NationalCommission for Religious and LinguisticMinorities, 2010, p. 15).
Article 46 has been framed to pay keenattention towards the promotion ofeducational and economic interests ofScheduled Castes, Scheduled Tribes and theweaker sections (Singh, 1992, p. 37).
The original Indian Constitutionmandates representation for SCs and STs inthe lower house of Parliament (Lok Sabha)under Article 330 and in the statelegislativeassemblies under Article 332.Furthermore, the 73rd and 74th Amendmentsof 1993 mandated representation for SCs,STs and OBCs at a more local level ofgovernment (Chin & Prakash, 2009, p. 6).
According to Article 335, “the claimsof the members of the scheduled castes andscheduled tribes shall be taken intoconsideration in the matter of appointmentto services and posts under the union and thestates, as far as may be consistent with themaintenance of efficiency of administration”(Basu, 1982, p. 87).
ConclusionThe Constitution of India therefore,
shapes the growth of modern India and itsroad map for inclusive growth of India’ssociety. The Constitution provides a legalframework for social transformation from asociety of castes and communities to amodern society of citizens based on the equalconsideration of individuals without regardfor caste, creed or gender.
In order to bring the unequals with therest of the society the Constitution makesavailable means in the form of reservation.By providing reservation the state is free totake a positive action for encouraging thedown-trodden and to remove unequaltreatment arising from social, economic andpolitical conditions of the society.
References* Ahuja R. (1999),Indian Social System.
Rawat Publications,New Delhi* Arora N. D. (2010),Political Science for
* Austin G. (1972),The Indian Constitution:Cornerstone of a Nation, Oxford UniversityPress,Bombay
* Basu D. D. (1982). Introduction to theIndian Constitution, Prentice-hall of IndiaPvt. Ltd,New Delhi
* Chandola, M. V. (1992),Affirmative Actionin India and the United States: TheUntouchable and Black Experience. IndianaComparative Law Review, Vol. 03, No.01,pp. 101-133.
* Chin, Aimee., and Prakash, Nishith. ( 2009),The Redistributive Effects ofPoliticalReservation for Minorities:Evidence from India. IZA Discussion Paper,No. 4391.
* Haan, A. D. (1995). Bibliographical reviewon social exclusion in South Asia. Geneva:International Institute for Labour Studies.IILS Publications.
* Kumar, V. (2016). Social Justice andEmpowerment in India: Dr.Ambedkar’sThoughts. Social Justice and Emancipation.International Seminar on "Globalization ofDr. Ambedkar’s Thoughts & Philosophy."Indore: Dr. B. R. Ambedkar University ofSocial Sciences (BRAUSS).
* National Commission for Religious andLinguistic Minorities, Ministry of MinorityAffairs, Government of India. (2010).
* National Commission for Scheduled Tribes.(2015). Handbook. New Delhi: Governmentof India.
* Purane K. D. (2000),Untouchability andLaw-the Ground Reality, Gyan PublishingHouse,New Delhi
* Sandanshiv D. N. (1986). Reservations forSocial Justice,Current Law Publishers,Bombay
* Varshney A. (2014). Battles Half Won:India's Improbable Democracy, Penguin,UK.
* Yadav, S. (2010).Reservation & InclusiveGrowth.New Delhi: Indian Institute ofPublic Administration.
ABSTRACT
IAEA AS AN CHIEF INTERMEDIATE OF UN SECURITYCOUNCIL FOR THE PROLIFIC IMPLEMENTATION
OF NPT AND REGIME THEORIES Dr. Sofi Yasir Hassan* Dr.Sona Shukla**
IAEA was founded in 1957; this safeguard system has provided avital instrument for nuclear non-proliferation and peaceful nuclearcooperation. Also the NPT makes it compulsory for all NNWS parties toconclude comprehensive safeguards agreements with the IAEA, and thusallow for their safeguard application to all of their sources of fissionablematerial.It was established independently from the United Nations underits own international treaty but it follows the UN as a part of regulatorysystem. Article III of the agreement obligates, the IAEA to report to theSecurity Council and General Assembly in any case of non-complianceby signatory states to the Treaty. On the other hand the existence ofeffective international institutions to a unipolar (hegemony) configurationof power in the issue-area in question. Without the existence of ahegemonic power international cooperation in various domains like trade,monetary, and other matters in international affairs becomes exceptionallydifficult, if not impossible to achieve.
weapons cannot serve without theimagination of disaster. Nuclear weapons arehaving the capacity to destruct the world within the blink of eye. So to stop or limit themanufacturing of these weapons we have aninternational organization i.e., UNO. One of
the main organs of UNO is its securitycouncil.Non-proliferation treaty abbreviatedas NPT was established by the UNCommittee of disarmament carrying thepurpose of restricting the number of nuclearcountries to gain international control overpotential of armed conflicts and to commitfor the peaceful use of nuclear energy.
Text of the TreatyThe NPT is divided into three different
pillars. These are non-proliferation, the rightto peaceful use of nuclear technology, anddisarmament. They also act as the guidelinesfor the signatory states. The major incentiveunder NPR is to acquire nuclear weaponsbased on a national security concerns but toeliminate such incentives that will leadinsecurity to the mankind, the concerns mustbe allayed. In the case of many countries theconcerns have been met through a nuclearumbrella offered by alliances.
NWS members assure NNWS in the UNSecurity Council about abstaining from useof nuclear armaments against them.1Consequently there is a strong thrust to avoidthe danger of nuclear war and therebysafeguard the security of nations as it is feltthat, the proliferation of nuclear weaponswould seriously improve the danger ofnuclear war. Under Article I and Article II ofthe treaty what can be viewed as the non-proliferation pillar. The NWS agree not totransfer to any recipient whatsoever nuclearweapons or any other nuclear explosivedevices or control over such weapons orexplosive devices directly, or indirectly; andnot in any way to assist, encourage, or induceany NNWS to manufacture or otherwiseacquire nuclear weapons or other nuclearexplosive devises, or control over suchweapons or explosive devices, and eachNNWS party to the treaty undertakes not toreceive the transfer from whatsoever ofnuclear weapons or other nuclear explosivedevices or of control over such weapons orexplosive devices directly, or indirectly; notto manufacture or otherwise acquire nuclearweapons or other nuclear explosive devices;and not to seek or receive any assistance inthe manufacture of nuclear weapons or othernuclear explosive devices.2
The partition between NWS and NNWSmakes the NPT an irregular regime becauseon one hand the treaty places similarobligations on both NWS and NNWS toprevent the proliferation of these weaponsand on other hand it allows the fiverecognized NWS legally permitted to be inthe possession of nuclear weapons. In mostcases where there is a lack of incentive forstates to participate in internationalinstitutions the carrot principle came intoexistence as a new incentive. For NNWS,the carrot is to sign the NPT is fundamentallyin return of foregoing the attainment ofnuclear weapons as long as the nuclear statesentrust to provide them with nucleartechnology suitable for the development ofnuclear energy industry. Creating anincentive to join the treaty in exchange ofnuclear energy capability that the majorityof the member states most likely would notbe able to achieve otherwise because mostof the countries that build their first nuclearreactor usually need outside technical help.The only countries that have built their firstreactor entirely unaided were the US, SovietUnion and France.3 Article IV of the treatygives the member states the inalienable rightto develop research, production, and use ofnuclear energy for peaceful purposes withoutdiscrimination and in conformity withArticles I and II of the NPT. All the partiesto the treaty undertake to facilitate, and havethe right to participate in the fullest possibleexchange of equipment, materials andscientific and technological information forthe peaceful use of nuclear technology.Member states of the NPT in a position todo so shall also cooperate in contributingalone or together with other states orinternational organizations to the furtherdevelopment of the applications of nuclearenergy for peaceful purposes, especially in
the territories of the NNWS party to thetreaty, with due consideration for the needsof the developing areas of the world.4Theregime and the IAEA are playing contrastingroles where it has to check the proliferationof nuclear weapons, and meanwhile it has topromote and provide the use of civil nuclearenergy. There is always a risk of convertingnuclear energy that is currently for civilpurposes into nuclear weapons.
The disarmament pillar is mainly basedon the Article VI of the treaty where each ofthe party to the treaty undertakes to pursuenegotiations in good faith on effectivemeasures relating to cessation of the nucleararms race at any early date and to nucleardisbarment, and on a treaty on general andcomplete disbarment under strict andeffective international control.5
According to this the pillar of the treaty,NWS can negotiate in good faith theelimination of nuclear arsenals in theirpossessions but not strictly required to disarmthemselves of nuclear weapons.
Regime TheoriesJohn Ruggie defined regimes as “a set
of mutual expectations, rules and regulations,plans, organizational energies and financialcommitments which have been accepted bya group of states”.6 The most used definitionwas presented in 1983 by Stephen D.Krasner, “sets of implicit or explicitprinciples, norms, rules and decision makingprocedures around which actor’sexpectations converge in a given area ofinternational relations. Principles are beliefsof facts, causation, and rectitude. Norms arestandards of behavior defined in terms ofrights and obligations. Rules are specificprescriptions or proscriptions for action.Decision making procedures are prevailingpractices for making and implementingcollective choice”.7
The three theories that can explainregimes as an international institution arepower based, interest based and knowledgebased.
Power BasedNeorealist envisions a world of
competition on fundamental ground andwhere states cooperate with each other. It isdifficult to achieve and more difficult tosustain. This cooperation is limited due tologic of security competitions which is farpossible to overcome by cooperative actions.International distribution of power is theprinciple of the rules reflecting statecalculation of self interest. The mostpowerful states shape the institutionaccording to them to maintain and improvethe share of world power. Thereforeinstitutions are the platform for expressingthe power relationships.8Osme argumentshave also arrived from Neorealists like Waltzand Mearsheimer who have argued that theinternational regimes is a reflection of themost powerful states in the system.Neorealism is not able to explain the workingstrategy of international regimes but ifNeorealism is supplemented with the theoryof hegemonic stability, the explanation ofworking of international regime is possible.
It links the existence of effectiveinternational institutions to a unipolar(hegemony) configuration of power in theissue-area in question. Without the existenceof a hegemonic power internationalcooperation in various domains like trade,monetary, and other matters in internationalaffairs becomes exceptionally difficult, if notimpossible to achieve.9 The existence of ahegemonic power doesn’t necessarily meanthat it is domination of the entire world;according to Mearsheimer we can separatemore narrowly between global hegemons,
which dominates the world, and regionalhegemons, which dominates distinctgeographical areas.
It also claims the presence of a single,strongly dominant actor in internationalpolitics leads to combined desirableoutcomes for all states in the internationalsystem. They may enforce strict adherenceto rules; or may rely on positive sanctions.Both hegemonic powers and smaller statesare interdependent and collaborate inmaintaining a regime. The hegemonic poweralthough dominates yet providing benefits tosmall and middle powers. An assumptionthus exits that there must be a sufficientincentives from hegemonic power to providepublic good and bear all the expenses ofcooperation provisions but this could bepossible only when hegemonic power issufficiently large relative to all other states.Smaller states enjoy the advantage of goodsregardless of whether or not they contributein the maintenance of goods and thereforeoften referred to as free rider. This can be ahurdle in the progress therefore hegemonicpower must be capable of preventingcheatings ad free ridings by smaller states.This can be gained through enforcement ofrules of the regimes and encouraging smallerstates to contribute in costs of maintenanceof the system.10Another factor that mightlead to the dissolvent of the regime is if otherstates begin to regard the actions of thehegemony as self-serving and contrary totheir own political and economic interests.
According to the theory of hegemonicstability, the explanation behind success orfailure of NNPT will be the presence of ahegemonic power in the international societywhose motive is to prevent nuclearproliferation and benign and coercive meansto do so. Even if the regime is not effectiveit may be robust as long as it is in the interest
of the hegemonic power to maintain it, basedon its coercive and non-coercive power.
Interest-BasedAccording to Keohane, international
cooperation occurs only when actors behaveaccording to the actual or anticipatedpreference of other actors through a processof policy coordination. With this descriptionit is possible to differentiate amongcooperation, harmony, and discord. Harmonyand cooperation are usually havingsuperimposed meanings but in world politicsthey should be, because harmony isapolitical. As under harmony nocommunication is necessary, and noinfluence needs to be exercised whileCooperation is highly political, as somehowpatterns of behavior must be altered whichcan be accomplished through negative aswell as positive inducements. Certainly,strategies that involve treats and punishment,as well as promises and rewards, are moreeffectual in attaining cooperative outcomesthan those that rely on persuasion and goodexample. Cooperation, therefore, does notmean an absence of conflict. On the contrary,it is typically mixed with conflict and reflectspartially successful efforts to overcomeconflict, real or potential. Cooperation amongactors happens when they felt conflict in theirpolicies not where there is harmony.Cooperation should not be taken as theabsence of conflict, but rather as a reactionto conflict or potential conflict. Withoutconflict, there would be no need to worktogether.
Ronald Coase argued that the existenceof externalities alone does not essentiallyprevent effective coordination amongindependent actors but under certainconditions, bargaining among these actorscould lead to solutions that are Pareto-
optimal regardless of the rules of legalresponsibility. The Coase theorem couldtherefore predicts that problems of collectiveaction could easily be raised aboveinternational politics through bargaining andmutual adjustment. Coase specified threecrucial conditions for this conclusion to hold:(a) a legal framework establishing legalresponsibility for actions, most likelysupported by governmental authority, (b)perfect information, and (c) zero transactioncosts including organization costs and costsof making side-payments. If all theseconditions were met in the internationalsociety, ad hoc agreements would be costlessand international regimes unnecessary. Onthe other hand, by reversing the Coasetheorem also allows us to scrutinizeinternational institutions largely as a reactionto problems of property rights, uncertainty,and transaction costs. Besides this, it alsoprovides us therefore with a list of conditions,where at least one must apply if regimes areto be of value in facilitating agreementsamong governments: (a) Lack of clear legalframeworks establishing liability for actions,(b) information imperfections, and (c)positive transaction costs.11
In international society, according toNeoliberals, all of these conditions are metall of the time. World governments does notexist, information is extremely expensive andoften impracticable to obtain. Transactioncosts, including costs of organization andside-payments, are often very high. Yet, theCoase theorem is useful not merely as a wayof categorizing these familiar problems butbecause it suggests how international regimescan improve actors' ability to make mutuallybeneficial agreements. From the deficiencyof self-help systems, we get a need forinternational regimes. In so far as they fillthis need, international regimes perform the
functions of establishing patterns of legalliability, providing relatively symmetricalinformation, and arranging the costs ofbargaining to make specific agreements moreeasily. This typology therefore allows us tospecify regime functions, as devises to makeagreements possible, and therefore tounderstand the demand for internationalregimes. Insofar as international regimes cancorrect institutional defects in theinternational society along any of these threedimensions, (a) liability, (b) information, and(c) transaction costs, they may becomeefficient devices for the achievement of statepurposes. Therefore, international regimesare developed in part because actors in worldpolitics believe that with such arrangementsthey will be able to make, mutually beneficialagreements that would otherwise be difficultor impossible to obtain. Regimes arisebecause actors forgo self-regulating decisionmaking in order to deal with collectiveproblems. They do so in their own self-interests because jointly accessible outcomesare preferable to those that are or might bereached independently. It is in their interestsmutually to establish arrangements to shapetheir subsequent behavior and allowexpectations to converge, thus solving thedilemmas of independent decision-making.
According to neoliberals internationalregimes along with its institutions andprocedures perform the function of reducinguncertainty and risk through linkingdiscreteissues to one another and by improving thequantity and quality of information availableto participants and this capacity are the secretof success of international regime ofparticipants. Therefore, the explanatoryfactor for the degree of success or failure ofthe Nuclear Non-Proliferation treatyaccording to interest-based theory of regimesis the quantity and quality of information that
the regime is capable of producing for itsmember states. From a neoliberal view, therehas to be a harmony among the majority ofthe signatory states for the regime to prevailand this determination to maintain the regimemay come from a shown effect, or it may bevigorous because of the belief in a potentialfuture effect, since regimes are more costlyto produce than to maintain.
Knowledge-BasedIn accordance with Constructivists,
ideas and knowledge are the explanatoryvariables in the study of international politics.The constructivists would argue that theassumption of state-egoism is challengingbecause we should not make a priorsupposition about state identity in anarchy.In other words, identities are created throughinteraction; we open the door to systemicchange. They also argue that assuming aselfish identity and thus a self-help system,is either helpful, because it blocks theopportunity for systemic change, or precisebecause identities are made and not given.12
A constructivist analysis on cooperationwould concentrate on how the expectationsthat are produced by behavior definitelyaffect identities and interests. The process ofcreating institutions is one of internalizingnew understanding of oneself as well asothers, of acquiring new role identities, notjust of creating external constraints on thebehavior of exogenously constituted actors.By coincidence, the process by which egotistsgain knowledge of cooperation is at the sametime a process of reconstructing theirinterests in terms of shared commitments tosocial norms. Over time, this will be likelyto transform a positive interdependence ofoutcomes into one of utilities or communalinterests organized around the norms inquestion. These norms will resist change forthe reason that they are tied to actors’
commitment to their identities and interests,not just because of the cost of transaction.13
Structures of Inter-subjective systemconsist of the mutual understandings,expectations, and social knowledgeembedded in international institutions andthreat complexes, in terms of which there liesthe identities and interests of states. It alsodetermines how much “slack” exists in astates system for dynamics of collectiveidentity formation to develop. If there isgreater degree of conflict in a system, therewill be more fear in the states and they defendtheir egotistic identities by engaging inrelative gains and resisting the factors thatmight undercut it. Constructivists argue thatthe demand for regimes depends on how theactors perceive international problems,which is, in part, formed by their causal andnormative beliefs.14
According to constructivism, the degreeof success or failure of the NPT is explainedby the ability and willingness by states toescape the security dilemma. They may doso by creating a new identity and willingnessto follow the norms and rules of the regime,and showing a collective interest in a nuclear-free international society. This way they tryto reduce the fear among states for a potentialnuclear conflict. By changing identity, foesmay become friends and the need for nuclearweapons becomes less demanding.
Safeguards and the UN Security CouncilThe transparency of regime seeks
information because there is a demand forinformation and the purpose of incentivesand capacity of relevant actors.15 SinceIAEA was founded in 1957, this safeguardsystem has provided a vital instrument fornuclear non-proliferation and peacefulnuclear cooperation. Also the NPT makes itcompulsory for all NNWS parties toconclude comprehensive safeguards
agreements with the IAEA, and thus allowfor their safeguard application to all of theirsources of fissionable material. Article III ofthe NPT provides that each NNWS party tothe treaty undertakes to accept safeguards,as set forth in an agreement to be negotiatedand concluded with the IAEA in accordancewith the Statue of the IAEA and the agency’ssafeguards system, for the exclusive purposeof verification of the fulfillment of itsobligations assumed under the treaty with aview to preventing diversion of nuclearenergy from peaceful uses to nuclearweapons or other nuclear explosivedevices.16IAEA has no means in itself toforce states to abide by the rules of the NPT.It was established independently from theUnited Nations under its own internationaltreaty but it follows the UN as a part ofregulatory system. Article III of theagreement obligates, the IAEA to report tothe Security Council and General Assemblyin any case of non-compliance by signatorystates to the Treaty. The Treaty also instructsthe nuclear powers not to transfer nuclearweapons to anyone and control over them,and not to help the non-nuclear weapon statesin the acquisition of such weapons.17
Below describes the obligations of non-nuclear-weapon states in NPT:
“Each non-nuclear-weapon State Partyto the Treaty undertakes not to receive thetransfer from any transferor whatsoever ofnuclear weapons or other nuclear explosivedevices or of control over such weapons orexplosive devices directly, or indirectly; notto manufacture or otherwise acquire nuclearweapons or other nuclear explosive devices;and not to seek or receive any assistance inthe manufacture of nuclear weapons or othernuclear explosive devices”.18
International Atomic Energy Agency(IAEA) monitored the working of NPT and
was founded in late 1950s in Vienna. It playsrole in assisting developing countries ingetting hold of nuclear energy and makecertain its safe use. After execution of theNPT, the IAEA has signed an agreement withthe non-nuclear states and got the right tovisit and inspect the facilities of the statesdeclared as a nuclear developing state.19
It is also necessary to advocate NPT asa regime. According to the analysis ofBrzoska and Tate, the effort of nuclear non-proliferation and trying to identify that asdescribing above formulates an internationalregime. Brzoska considers NPT as a regimebut also he identifies problems about the lackof mutual managerial principles and normsin this regime.20 Conversely, two sets ofprinciples in this system of non-proliferationwhich formulate different types of actors inthe system.21
Practically, these two sets of principlesand norms create a trouble. As the non-proliferation system with its managerialnorms working in the field of nuclear armsdistributions to more states, may cause threatto international security. This should beprohibited but also it works more in thepeaceful exploitation of nuclear energy.22
This refers to the understanding of thenon-proliferation norms in nuclear states.Developed countries in east and westpossessing advanced nuclear industries haverejected unilaterally the ownership of nuclearweapons before entering NPT.23
ConlusionIn certain way, NPT also acts as a
contributor of nuclear material andtechnology and as an assistant to the statesworking in the area of peaceful nuclearenergy development. Fundamentally,restraining of nuclear weapon distributionshows the need of suppliers being together.In fact, many suppliers were linked with the
Nuclear Supplier Group (NSG), which wasviewed as the core of the nuclear non-proliferation system, viz. the significanceoften linked to the NSG and the US NuclearNon-Proliferation Act of 1978.Exclusively,the principle of the regime entails theelimination of nuclear weapons by all states.Some states do not possess nuclear arms andthis gives an outlook of “confidence-buildingmeasure” wished for encouraging the nuclearweapon states to surrender their nuclearweapons. According to the arguments takenplace at the NPT review conferences, haveraised the question of nuclear reductionamong the nuclear weapon states, while non-NPT members make the absence ofdevelopment as their key protest to sign thetreaty as non-members. James Keeleyconsidered the unification of thisunderstanding when the NPT was concluded.On the other hand the negotiation record doesnot support this argument. In fact, several ofthe states, even after pushing, chose not tobe members of the NPT.
In its place, the NPT clasp both sets ofprinciples and norms with different level ofconcentration. The ban of the first-timeacquirement of nuclear weapons by suchprotesting states is very different; though thesignatory states possessing nuclear weaponssimply assured to do something about theirweapons as soon as possible. Several non-nuclear weapon states have recognized this“injustice” as the norm of the NPT.
Compromise position poses bigcomplications for diplomats and NPTanalysts at the review conferences of NPT,there occur the questions of being a regimewith contradictory norms or the regime isdivide into categories of nuclear suppliers,support of civilian nuclear activities,abolition of nuclear weapons which areloosely connected via IAEA safeguards andNPT review conferences.
This issue grows into a morecomplicated matter when regimeparticipation is considered. The regimeshaving only one nuclear provider certainlyhave relatively inadequate number ofparticipants. In fact, non-suppliers who havesigned up the NPT lend a hand to thefunctioning of the supplier’s regime;however they do not participate in theconstruction of rules and procedures.
If non-possession of nuclear weaponswithin regime is considered as the mainprinciple, the involvement must include allthose states which have approved one of theabove-mentioned partial “nuclear armscontrol treaties”, for the most part the “PartialTest Ban Treaty”. On the subject of thenegotiation conditions, membership in theNPT is very important as it guard thehorizontal distribution of nuclear weapons.Certainly, the IAEA is an essential forum formembers as well. The fact regarding thedistribution of nuclear weapons has stayedproperly incomplete even between non-participants in these regimes “puzzleanalysts”, who use both of these approaches.
Among all the states which protest beingthe partners in establishing the rules andnorms even after having all technicalresources, only few states have acquirednuclear weapons. Contrarily there are somenew nuclear states and a small number ofstates more similar to those statuses, who arealso the members in the second and perhapsthird regimes, like India and Pakistan.
References1. Gjelstad, J. and Njølstad, O. (1996),
“Nuclear Rivalry and International Order”,Published by SAGE publications LTD. Pp.1.26
2. International Atomic EnergyAgency:http://www.iaea.org:
h t tp : / /www.iaea .org/Publ i ca t ions /Documents/Infcircs/others/infcirc140pdf
6. Smith R. K. (1987), “Explaining the Non-Proliferation Regime: Anomalies forContemporary International Relations”,International Organization. Vol. 41, No. 2, Pp.257.
7. Krasner S. D. (1983), “InternationalRegimes”, Ithaca: Cornell University Press.
8. Gilpin, R. (1987), “The PoliticalEconomy of International Relations”, Publishedby Princeton University Press. Pp. 85.
9. Snidal, D. (1985), “The Limits ofHegemonic Stability. InternationalOrganization”, The MIT Press. Vol. 39, No. 4,pp. 581
10. Gilpin, R. (1987), “The PoliticalEconomy of International Relations”, Publishedby Princeton University Press. Pp. 74.
11. Mercer. J. (1995), “Anarchy andIdentity”, International Organization, The MITPress Vol. 49, No. 2, pp. 232.
12. Wendt, A. (1992), “Anarchy is whatStates Make of it: The Social Construction ofPower Politics”, International Organization, TheMIT Press. Vol. 46, No. 2, pp. 417.
13. Wendt, A. (1994), “Collective IdentityFormation and the International State”, American
Political Science Review, American PoliticalScience Association. Vol. 88, No. 2, pp. 389.
14. Wendt, A. (1994), “Theories ofInternational Regimes”, Cambridge UniversityPress. Pp. 137
15. Mitchell, R. (1998), “Sources ofTransparency: Information systems inInternational Relations”, International StudiesQuarterly, Published by The International StudiesAssociation. Vol. 42, No. 1, pp. 110.
16. International Atomic Energy Agency:http://www.iaea.org:
h t t p / /www. i a ea .o rg/P ub l i c a t i o ns /Documents/Infcircs/Others/infcirc140.pdf
17. Harvey C. (2010), “Major Proposals toStrengthen the Nuclear Nonproliferation Treaty”,Arms Control Association. (Accessed 25 January,2017). http://www.armscontrol.org/pdf/NPTRevConf2005_MajorProposals.pdf
18. The Treaty on the Non-Proliferation ofNuclear Weapons (NPT) (1970). (Accessed 21October, 2016). http://www.un.org/en/conf/npt/2005/npttreaty.html
20. Brzoska, M. (1992), “Is the NuclearNon-Proliferation System a Regime? A Commenton Trevor McMorris Tate”, Journal of PeaceResearch. Vol. 29, No. 2, pp.215-220.
21. Keeley, J. F. (1990), “Toward aFoucauldian Analysis of International Regimes”,International Organization. Vol. 44, No. 1, pp.83-105.
22. Tate, T. M. (1990), “Regime-buildingin the Non-Proliferation System”, Journal ofPeace Research. Vol. 27, No. 4, pp. 399-414
23. Brzoska, M. (1992), “Is the NuclearNon-Proliferation System a Regime? A Commenton Trevor McMorris Tate”, Journal of PeaceResearch. Vol. 29, No. 2, pp.215-220
ABSTRACT
MARKETING STRATEGIES OFFMCG COMPANIES IN RURAL INDIA
Naman Shukla* Imran Mehraj Dar**
Rural marketing is seen as a function of RD-rural developmentandits propellers and dynamics as agricultural modernization, non-agriculturaldevelopment wealth,education, and above all, “marketization” of the ruraleconomy. Thevast untapped potential of the rural markets is growing at arapid pace. Withthe rising income, population growth rate and governmentthrust,the rural market is providing an immense opportunity for the FMCGcompanies to develop their emerging strategies to tap the rural market.TheCut throat competition in urban areas has also compelled many companiesto look for new, unexploited rural markets. Further, rural India is insulatedagainst global economic downturns, which adds to its attractiveness.Asa result, it is becoming an important for all FMCG companies to developthe effective rural market development strategies to capture the ruralmarket.
Therefore in order to go rural, the companies should understand theIndian rural marketing Scenario as a prelude. The paper is an attempt toexamine the rural marketing trends of FMCG companies in India. It alsohighlights the challenges and opportunities along with thestrategiesadopted by FMCG companies in Indian rural Market.
* Research Scholar, CRIM, Barkatullah University, Bhopal (M.P), Mobile No.-7738356300** Research Scholar, CRIM, Barkatullah University, Bhopal (M.P)
IntroductionThe rural markets represent the
heartland of the true culture, racial, languageand demographic identity of India. This isso because the majority of India lives in therural masses. The Indian rural markets with
its vast size and demand base offer greatopportunities to marketers. Approximately2/3thof the consumers live in rural areasconsist of about 650,000 villages. Thesevillages are inhabited by about 850 millionconsumers making up for about 70 per cent
of population and contributing around halfof the country's Gross Domestic Product(GDP). Consumption patterns in these ruralareas are gradually changing to increasinglyresemble the consumption patterns of urbanareas. Some of India's largest consumercompanies serve one-third of their consumersfrom rural India. Owing to a favourablechanging consumption trend as well as thepotential size of the market, rural Indiaprovides a large and attractive investmentopportunity for private companies.In fact, asper Mckinsey, despite rising urbanization,63% of India’s population will continue tolive in the rural areas even in 2025.
1. Research MethodlogyThe research paper is descriptive and
informative in nature based on secondarydata. The data has been collected fromdifferent published books and papers, articlespublished in different journals, periodicals,conference paper, working papers and otherrelated websites.
2. Objectives of the Study> To examine the current rural marketing
scenario in the rural market,> To examine the hindrance facing the
FMCG Companies in the rural areas.> To identify rural marketing Allure for
the FMCG Companies.> To identify and define the emerging
marketing practices to be adopted by FMCGcompanies that will help them to capture therural market.
3. Rural MarketingRural marketing in India is still in its
infancy stage. It is an area of darkness toIndian entrepreneurs, although, with its
immense size and demand base, it offersplethora of opportunities to marketers. Therural market of India is very much larger thanthe urban in the aggregate and represents thelargest potential market. Still it faces variousproblems with respect to marketing, productdesigning and positioning, pricing,distribution and promotion. In order to tacklethis hindrance, companies must understandthe rural market in different context to widentheir business horizon, to expand their marketand to take advantage of the opportunitiesavailable in the rural areas. The key to facethe challenges is to understand the market,the consumer requirement and conduct andto formulate its strategies accordingly.
According to Velayudhan (2002), ruralmarketing includes all those activities ofassessing, stimulating and converting therural purchasing power into an effectivedemand for specific products and with theaim of raising the standard of living. It is atwo way marketing process of flow of goodsand services from rural to urban areas andvice-versa (George & Mueller, 1955).
3.1 Emerging trends in the ruralMarketThe days are gone when a rural
consumer went to a nearby city to buy“branded products and services". Time waswhen only a select household consumedbranded goods, be it tea or jeans. There weredays when big companies flocked to ruralmarkets to establish their brands. Today, ruralmarkets are critical for every marketer - be itfor a branded shampoo or an automobile.Time was when marketers thought vancampaigns, cinema commercials and a fewwall paintings would suffice to entice rural
folks under their folds. Thanks to Internet &television, today a customer in a rural area isquite literate about myriad products that areon offer in the market place.
Trends indicate that the rural markets arecoming up in a big way and growing twiceas fast as the urban, witnessing a rise in salesof hitherto typical urban kitchen gadgets suchas refrigerators, mixer-grinders and pressurecookers. According to a National Council forApplied Economic Research (NCAER)study, there are as many 'middle income andabove' households in the rural areas as thereare in the urban areas. There are almost twiceas many 'lower middle income' householdsin rural areas as in the urban areas. At thehighest income level there are 2.3 millionurban households as against 1.6 millionhouseholds in rural areas. According to Mr.D. Shiva Kumar, Business Head (Hair),Personal Products Division, of HindustanLever Limited, the money available to spendon FMCG (Fast Moving Consumer Goods)products by urban India is Rs. 49,500 croresas against is Rs. 63,500 crores in rural India.
NCAER projections indicated that thenumber of “middle income and above"households was expected to grow to 111million in rural India by 2012, compared to59 million in urban India i.e. absolute sizeof rural India is expected to be double thatof urban India. Even in lifestyle products,rural India will be significant over next fiveyears.
A latest market trend shows that there isa huge scope for companies to penetrate ruralmarket. 46% of soft drinks sales happenedat rural areas, 59% cigarette were consumedby rural people, 53% of FMCG sales donein rural market. Therefore rural market has
emerged as one of the crucial market forFMCG sector. Since last ten years especiallyFMCG companies have started exploringrural market for two reasons. One is due tosaturation in urban market and second isbecause of potential lies in rural market. Thepotential of rural India is because itcontains70% of the total population of Indiathat are living in 65000 villages, increase indisposable income of rural people, betterinfrastructure, roads and distribution system.
3.2 Allure for FMCG to go Rural:India is undergoing a massive change
and the companies operating in India willhave only two options either go Global or goRural. The cost of going global is very high,and it's difficult to gauge markets in othercountries. Also there has been a significantgrowth in purchasing power, change inlifestyle, increase in brand consciousness,change in consumption pattern, improvementin infrastructural facilities and spread ofcommunication network in rural market.These changes resulted the FMCGcompanies to target the rural market as itis growing day by day. Rural India isemerging as a large market for a number ofgoods and services - financial services,healthcare, education andtelecommunication, etc. Like Thoreau andTolstoy, Gandhi, revered as the father ofmodern India, believed that the country’sfuture lay in her villages. These days, everymarketer would agree.
Some of the reasons that attract theFMCG’s to go rural are given below:1. Increasing Population of India2. Rise in Rural Income3. Remittances from Abroad :
5. Urban Markets are Getting Saturated :6. Intensive Interaction with Urban
Population:7. Development of Transport and
Communication Networks:8. Rising literacy levels9. Infrastructural facilities.10. Impact of Media:11. Rapid Socio-economic Changes:
4.3. Hindrances offered by ruralmarket to the FMCG IndustryAlthough the rural markets are a huge
attraction to marketers, it should also berecognized that it not easy to operate there.Rural market is a time consuming affair andrequires considerable investments in termsof evolving appropriate strategies. Thepeculiarities of the rural markets and ruralconsumers pose challenges to the marketersin reaching them effectively. Therefore it isa challenge for every marketer to reach therural market effectively. Some of the hurdlesthat FMCG is facing while entering the ruralmarket are given below:
1. Transportation Bottlenecks:2. Deprived People and underdeveloped
Markets:3. Communication impasse:4. Inadequate Media Coverage5. Ineffective Warehousing System:6. Ineffective Distribution Channels:7. Inadequate Banking and Credit
Facilities8. Seasonal Demand :9. Dummy Brands10. Low Levels of Literacy:11. Low Per Capita Income:
was used to designate marketing ofagricultural product and village artisanproducts. Due to globalization, privatization,liberalization, and IT revolution, rural incomeand Indian Diaspora have entirely changedthe rural marketing scenario. The hugeopportunities offered by the rural market aregetting more and more importance today. TheFMCG companies are reaching the remoterural areas for marketing of their products.But it is necessary to develop the fascinating'village value', comprising of originality,purity and quality of product, to conqueruntapped robust consumption potentiality of120 million household of the 'Rural India'.In order to achieve that target, FMCGcompanies have adopted new emergingpractices. The new emerging rural marketingpractices include 4P and 4A strategies whichare explained as below. The 4P strategiesinclude Product, Price, Place of distribution,and Promotional Strategies and 4A strategiesinclude Availability, Affordability,Acceptability and Awareness Strategies.
4.4.1. 4P StrategiesDue to the changing scenario of rural
market it is important FMCG companies tounderstand the 4P strategies in order to enterthe rural remote areas.
The 4P Strategies that may be helpful inimproving marketing in rural areas are listedbelow:
A. Product Strategies:A product is the heart of rural marketing
basic needs only. Due to low income, for anypurchase they think hard and try to postponeor spend very little. Product is very importantcomponent of marketing mix and it needs tobe targeted in rural market with specialmodification as per rural demand andaccordingly product strategies should beformulated, Some of the Product strategiesfor rural India are-
(a) Small unit and Low price packing:(b) New Product Design:(c) Sturdy Products:(d) Usable Products:(e) Brand Name:In brief, In order to formulate the product
strategy successfully, the FMCG companiesshould keep low pricing, small packets,product utility, rugged build, and easy brandnames into consideration while entering therural market.
B. Pricing StrategiesThere is a notion that rural folks more
likely, prefer products that are low priced.Instead what rural consumers seek is thevalue for money. Therefore, the pricing hasto be in line with this expectation and FMCGcompanies devise their strategies that canmake their products affordable for ruralcustomers. Pricing strategies are linked toproduct and its packaging. Hence, packagingand product has been made to suit low valuepurchases by rural people. Some of thepricing strategies are given below
(a) Low Cost/Cheap Products(b) Low Cost Packaging(c) Reusable packs(d) Application of value engineering(e) Conversions
C. Strategies for Place of DistributionIt has been revealed from some studies
that the bigger villages of above 5000population are fairly covered by themarketing people of various companiesincluding manufacturing, consumable anddurable products, in comparison to smallervillages. Some of the strategies fordistribution to various rural segments arediscussed as under:
(a). Using Own Delivery Vans:(b) Agro- input Dealers:(c) Co-operative Societies :(d) PDS Stores and Petrol Pumps:(e) Annual Melas:
D. Promotion StrategiesPromotion strategy is a way of
communicating the product to the targetmarket. It is an important strategy to beadopted by every FMCG marketer in orderto enter the rural market. Due totechnological innovations people can nowcommunicate through both traditional andnewer methods of media. Both masscommunication and / or targetcommunications can be used as perrequirements. The promotion measure shouldbe cost effective. Word of mouth is animportant message carrier in the rural areasand ‘opinion leader’ play a significant rolein influencing the prospective ruralconsumers about accepting or rejecting aproduct or a brand.
Mass media is a powerful medium ofcommunication and other strategies that canbe followed to promote the product in ruralmarket include:
opportunities for FMCG companies but alsoshows some hurdles of low per capitaincomes, large number of daily-wage earners,acute dependence on the monsoon, seasonalconsumption linked to harvests, festivals, andspecial occasions, poor roads, powerproblems, and inaccessibility to conventionaladvertising media. These problems are
associated with the problem of availability,
affordability, acceptability and awareness of
rural consumers regarding the product. In
order to overwhelm this, FMCG companies
have used the 4A approach which are
explained below:
A. Availability:Indian rural market is very large. So in
order to make a pan India presence marketing
activities have to be undertaken on a very
big scale. It is very big challenge for the
FMCG companies to avail their products in
far flung areas of the rural India. For making
the products available to consumers,
companies adopt a variety of means such as
direct selling, using company delivery vans,
syndicated distribution between non-
competitive marketers, setting up of
temporary stalls in rural melas or haths etc.
FMCG companies have realized this and are
trying to be creative in this situation.
B. AffordabilityIt involves pricing the product in such a
manner that the people are attracted and at
the same time products should be affordable.
As the rural market is characterized by low
income levels with huge inequality in
distribution, the FMCG companies need to
focus on low cost production techniques and
marketing products that offer value for
money.
Some companies have addressed the
affordability problem by introducing small
unit packs. Godrej recently introduced three
brands of Cinthol, Fair Glow and Godrej in
50-gm packs, priced at Rs 4-5 meant
specifically for Madhya Pradesh, Bihar and
Uttar Pradesh - the so-called `BIMARU'
States.
C. Acceptability:It is not necessary that the products
successful in the urban areas will also besuccessful in rural area. Therefore productsfor the rural market need to be crafted in sucha way that it should be easily acceptable byincorporating attractive features. Keepingthis in view, company like LG Electronics hasreaped rich dividends by developing acustomized TV for the rural market andchristened it Sampoorna. Coca-Cola provideslow-cost ice-boxes - a tin box for new outlets
and thermocol box for seasonal outlets toovercome the lack of electricity andrefrigerators problems of rural India.
D. Awareness:Awareness is a means of communication
which is linked with the promotion of theproduct. In order to make the rural Indiaaware about the products, FMCG companiesneed to adopt the rural environment, andlocal language as a means of communication.The majority of the rural population (57%)is not exposed to mass media and poses agrave challenge for FMCG companies tomarket their products. In order to tackle thissituation conventional media is not alonefavoring the FMCG companies but alongwith non conventional media providesfruitful results. The appropriate mix ofconventional and non-conventional media-mix like, Television, radio, Audio-visualvans, cinema commercials, wall paintings,intensive door-to-door campaigns, livedemonstrations, distribution of samples canbe used as an effective media for the effectiveawareness.
It has been seen that the top most FMCGcompanies like HLL, ITC and Dubar etc.have understood the rural India well and haveapplied their strategies accordingly. TheFMCG companies need to understand the 4P,4C and 4A strategies as given below in table1effectively in order to enter the rural India.
AwarenessFigure 1 Compiled from different
sourcesSome of the FMCG companies treat
rural market as a dumping ground for thelower end products designed for an urbanaudience. They survive for very short termas consumers in the rural market are nowbecoming very sensitive towards theirpurchasing behavior. Thischanging scenarioof rural market makes consumer a king, andthereby need of customer becomes thepriority and the strategies becomes consumercentric. Hence it is important for everyFMCG companies to understand the 4Psalong with 4As keeping 4C in mind whileadopting rural marketing practices in orderto enter and survive in the competitive marketof Rural India.
Conclusion:Rural market is like goldmine with lot
of difficulties. The FMCG’s needs toformulate a well designed strategy to feel thepulse of the rural consumers and to tacklethe mystic rural market. Many companies goto rural markets, still to make money, not toguide or help or develop rural consumers.The rural marketers must think rural for long-term success instead of short-term profit.Another factor responsible for hastening thisphenomenon is the construction of nationalhighways connecting all the four metrosthrough the hundreds of villages. This willenable companies to serve the rural markets,to ensure availability of products through asound distribution network, overcomingprevalent attitudes and habits of ruralcustomers and creating brand awareness. Inshort FMCG companies need to understand
the rural India well and should apply theirstrategies accordingly. It can be said that thefuture is very promising for those who canunderstand the dynamics of rural markets andexploit them to their best advantagebyfocusing on the 4P, 4C and 4A strategieseffectively.
Reference> Babu, S. Dhineshet al (2008),
“Emerging Trends in Rural Marketing”,www.bmsgroup.blog.co.in/files/2008/07/final-pro.doc
> Del Castello, Ricardo, Maul Braun(2006), “Framework for effective ruralcommunication for development”
> Goswami, Rahul (2009) “Makingsense of the rural rush”, http://www.indiatogether.org/2009/apr/eco-ruraleco.htm
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