A SYNOPSIS ON
“Revitalising Rural Haats in Tribal Areas of
Jharkhand”
ORGANIZATION: State Institute of Rural
Development, Ranchi
SUBMITTED TO
REV.FR. ALEX EKKA
DIRECTOR
XAVIER INSTITUTE OF SOCIAL SERVICE,
RANCHI
SUBMITTED BY: -
SWATI
ROLL NO. – 70, SESSION 2011-13
DEPT. OF RURAL MANAGEMENT,
XAVIER INSTITUTE OF SOCIAL SERVICE
PURULIA ROAD, RANCHI
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APPROVAL SHEET
This is to certify that the synopsis on “Revitalising rural haats
in tribal areas of Jharkhand” has been prepared by Swati in
partial fulfillment of the requirements for the Post Graduate
Diploma Course in Rural Management.
The synopsis has been prepared by the student under the
guidance of Rev. Fr. Alex Ekka, S.J. and is hereby approved
as indicating the proficiency of the candidate.
Rev.Fr. Alex Ekka,S.J.
(Research Guide)
CONTENT
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Pg no.
Introduction of the topic 4. About SIRD 6. Literature Review 8. Significance of the study 10. Objective of the study 11. Research design 11. Research Methodology 13. Tentative chapterization 15. Interview schedule 16. References 22.
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INTRODUCTION OF THE TOPIC
“Rural Haat” means an unregulated market in the rural and tribal areas,
which meets at least once in a week. Besides the sale of agricultural and forest
products and of urban consumer goods, the haats are a socio-cultural event in
the rural areas and these are called the periodic markets. Haats held in Indian
villages are a reflection of the production and consumption pattern of the rural
economy.
Reaching rural markets with products and services is an enormous task
because of the geographical spread of the market and the widely dispersed
population. As the people in rural areas cannot reach the urban area for
purchasing goods and services, so there needs should be addressed properly and
in a good manner but this involves high cost and efforts. Mainly fixed location
retail shops are used to reach the rural consumers. The high cost are incurred by
the marketer due to which alternative channels are used to reach rural
consumers. The alternative channels that marketers use include the haats
(periodic markets), Self-help groups(SHGs), IT-Kiosks, mobile traders, network
marketing/agents etc(Velayudhan 2007). The SHGs and IT-Kiosks are of recent
origin. Mobile traders have been in existence for long but conscious effort at
using them is of recent origin. Some marketers have used the haat for promotion
and sale of products but not as an important channel. The advantage in using the
haats for reaching the products to the consumers is the cost advantage and also
ability to reach the rural consumers of small and remote village. There are a
large number of small villages that do not have fixed location retail shop. Haats
on an average caters to 20-25 villages and therefore haats is an option to reach
consumers in small and remote villages economically.
Haats are a feature of Indian rural market and are the oldest marketing
channels of India. They continue to play a vital role in the rural economy as
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these markets provides people with an opportunity not only to purchase
consumer goods, but also to sell surplus agricultural and allied products. These
haats have developed over a long period of time as there were many small
villages that did not have fixed location retail shops. There are 47000 haats all
over India, catering almost 50percent of rural population. Each haat caters to the
need of a minimum of 10 to a maximum of 50 villages drawing around 4000
persons who comes to buy and sell a range of daily necessities and services.
ABOUT SIRD
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The State Institute of Rural Development (SIRD)
The State Institute of Rural Development (SIRD), Jharkhand is the Apex
Institute for Training & Research in Rural Development. The institute is located
on Ratu Road, Hehal, Ranchi, Jharkhand -834009.The Institute was set up by
Ministry of Food, Agriculture, Community Development and Co-operation
(Department of Community Development), Government of India in the year
1954 as “Development Officers Training Institute”, when Community
Development Programmes first started in the country.It is one of the oldest
Institute in India. The Institute was set up to impart training to the Block level
functionaries in the Community Development Programmes from Bihar.After the
bifurcation of Bihar and creation of the Jharkhand State, the Government of
Jharkhand changed the name as “STATE INSTITUTE OF RURAL
DEVELOPMENT” in the year 2002.
SIRD, Jharkhand provides training and engages in research for Rural Development
SIRD, Jharkhand provides training and engages in research for Rural
Development. SIRD also organizes various training programmes for elected
members of 3-tier PRIs, NGOs and different levels of officials of PR and other
line departments both through in-house and off-campus mode. It also develops
necessary training curriculum for the participants and develops training modules
for various training programmes undertaken in SIRD. It has also undertaken
various case-studies, research programmes and action research projects. Many
seminars, workshops are organized regularly in different fields for the
awareness of people and to motivate them to engage in different schemes of
central government for rural developments. It is expected that all educated
youths from rural areas should focus on the diverse activities of State Institute
of Rural Development (SIRD) by visiting the institute and participating in
different events of training.
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At present, the institute has capacity to train 100 trainees at a time at its south
campus .
This institute works under Rural Development department of the state of
Jharkhand. Apart from this, NIRD, Hyderabad also supports this institute in
developing training skills of the faculties of this institute.
Central Training Institute (CTI), another Government training institute of the
state earlier located in Brambay, Ranchi is now shifted to the old hostel of
SIRD. The main task of this institute is to provide training to the Gram
Panchayat Supervisors, Panchayat Sewaks, Dalpatis etc.
SIRD, Jharkhand also runs IGNOU centre in its Premises, where various
IGNOU Programmes like PGDRD BSW DNHE DECE CNCC CFN CRD are
being conducted. More than 700 students enroll themselves to these courses
every year.
LITERATURE REVIEW
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Singh V. and Bajaj A. ,2012; Role of haats in the development of rural markets:
Haats have gained a lot of importance in the rural market of India, this is an
innovative marketing strategy that has helped in the development of the rural
India. Each stall in the haat creates a brand image and awareness among the
villagers, due to which they purchase the products from haats and many of the
villagers sell their produced items. People who come to purchase items are able
to have touch and feel experience of the products. Rural people are inclined
towards haats , as they can purchase all the day to day items from haats at a very
reasonable price. The most important thing to quote is that, according to Rural
Marketing Association of India report 2011- 98% people visit haats and like to
purchase and sell commodities.
Gopalaswamy T.P. ,2008 ; Rural Marketing: Environment, Problems and
Strategies: Modern agricultural technology has considerably improved
productivity and the disposable incomes of rural population, which has
generated demand for a variety of manufactured consumable and durable goods
and services. This is evidenced by the fact that the value of agricultural inputs
marketed in rural areas in terms of fertilizers, pesticides, insecticides, tractors
and agricultural machinery, seeds and pump sets have crossed a figure of Rs.
12,000 crores per annum. As a consequence, the value of consumption of
consumer softs, like toilet soaps, detergents and cosmetics increased three fold
between 1984 and 1989 to more than Rs.2000 crores per annum. The
establishment of Cooperative Dairy Federations, Oil Seed Growers’ Federation,
Fruits and Vegetables Marketing Societies and corporate investment in agro
processing have opened up a new markets for agricultural and allied products.
In addition the liberlisation policies initiated by the Government have opened
up export markets for processed agricultural products. So, it is obvious that a
study of rural marketing should take into account, not only marketing of
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consumable and durable products to rural areas, but also marketing of rural
production, whether it is agricultural and allied produce or products of rural
artisans and craftsmen.
The focus of literature, mainly written in the post liberalization period, is on
highlighting potential of vast rural market and providing description of a few
cases of commercial organization of rural areas. The literature has
uncritically borrowed theories, framework and concept from the mainstream
marketing discipline, which has shifted the growth of the subject as an
independent field of academic investigation. There is an urgent need to build
a distinctive perspective and a sound theoretical base for rural marketing,
which would create its own concepts, frameworks, theories and body of
knowledge. The issue needs immediate attention of the researcher in rural
marketing.
SIGNIFICANCE OF THE STUDY
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“Haats” or “Periodic Markets” are the oldest unregulated trading institutions of
rural India. Jharkhand has large population of tribals who depend mostly on
haats for their daily needs. Jharkhand has in fact inherited the institutional set-
up of agricultural markets after being its separation from Bihar. It has now to
prepare itself to do a lot for improving the agricultural marketing system in the
state. In the past, the agricultural marketing infrastructure has not kept pace with
the accelerated growth of production. This has resulted in partial success of the
regulation of agricultural markets and also causing a significant post-harvest
losses of agricultural produce. This calls for mobilization of financial resources
particularly for the creation of infrastructural facilities for marketing both at the
wholesale agricultural market level and rural market.
The rural markets are full of challenges because of its characteristics like
illiteracy, distances, vast markets potential, communication, rail and road
transportation, distribution of products and services, understanding consumer
behavior, socio-cultural factors, languages, lack of infrastructural facilities etc.
Knowing Rural Haats is a very difficult task, its spirit, feelings, warmness,
distinctness, shyness, innocence, and beyond that. If marketing / sales men try
to cheat them they feel disgusting and try to make distance from these people.
Next most important point is that marketing men still don’t know real needs of
rural consumers. Designing wrong products, services and poor strategy without
knowing rural India where their own consumer in the villages lives. It is also
difficult to get skilled sales person conversant with rural culture.
OBJECTIVE OF THE STUDY
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To examine the role of haats in the development of rural market.
To look at haats as a viable option for local level marketing scope.
To understand local marketing prospects.
To understand the dynamics of rural markets and utilize them to their
best advantage.
To explore new possibilities of rural marketing in India.
RESEARCH DESIGN
PARAMETERS VARIABLES TOOLSECONOMIC STATUS HOUSEHOLD
INCOME HOUSEHOLD
EXPENDITURE ASSETS OWNED NET SAVINGS
THROUGH INTERVIEW SCHEDULE
EDUCATIONAL STATUS
CHILDREN ENROLLED IN SCHOOLS
NO. OF LITERATES DROPOUTS
THROUGH INTERVIEW SCHEDULE
HEALTH STATUS ACCESS TO MEDICAL FACILITY
REDUCTION IN FREQUENT DISEASES
THROUGH INTERVIEW SCHEDULE
MARKETING STATUS
LOCAL MARKETS AND DISTANCE
PRICING STRUCTURE IN MARKET
TRANSPORT FACILITIES
WAREHOUSE AND COLD STORAGE
MARKET CHAIN INTERMEDIARIES
IN THE MARKET
THROUGH INTERVIEW SCHEDULE AND FGD
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MARKET DEMAND AND MARKET SUPPLY
MAJOR CONSTRAINTS IN MARKETING
PROBLEM S IN INFRASTRUCTURE
PROBLEMS IN PROCESSING
PROBLEMS IN CREDIT LINKAGE
PROBLEMS IN AGRICULTURAL PRACTICES
THROUGH PERSONAL INTERVIEW AND FGD
FINANCIAL VIABILITY
BENEFIT COST RATIO
RETURN ON INVESTMENT
INTERNAL RATE OF RETURNS
THROUGH INTERVIEW SCHEDULE, FGD AND CASE STUDY
RESEARCH METHODOLOGY
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Before the process of research is initiated it needs to be used so as to guide our study/research in the right path. Since the research is to be completed within a time period, the study would require certain datas to be collected which can help us to further carry our study in an effective way.
SOURCES OF DATA COLLECTION
1. PRIMARY SOURCES
Interview schedule:-
Interview schedule will be used to collect a lot of information about an
individual like: Name of the respondents, sex, caste, size of the family,
no. of children in the family(male/female), no. of males in the family, no.
of the females in the family, level of education, occupation, income,
savings, expenditure, size of land, marketing status, major marketing
constraints, financial viability etc. Interview schedule will be used to
obtain data about all the above aspects because all these are first hand
information of an individual which can be obtained from the individual
themselves to get the accurate details.
Observation:-
There are certain loopholes which cannot be addressed by the interview
schedule or PRA tools and techniques .In order to comprehend the
loopholes one must base his study on observation. Observation provides a
perspective of whatever he sees which is otherwise neglected by other
research methods.
PRA tools:-
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PRA tools like seasonality, trend analysis etc. will be used for collecting
the data relevant to the study. Seasonality can be used to know the
occurrence of various crops, occupation etc. in different season. Trend
analysis can be used to know when, how & what are the changes taken
place in the village which will help in making comparison between past
& present status. This method will help in further knowing the market
from the perspective of rural people.
Focused Group Discussion (FGD):-
Focused group discussion will be conducted to collect information about
the awareness level of the people regarding the value of rural marketing.
It also gives information of the marketing trends prevailing in the area
and different products being produced in the area . FGD will be proved as
a relevant method to collect information on above aspects as these are the
aspects influence the society as a whole, thus discussion with a target
group would give an accurate data.
2. Secondary source data collection
Apart from primary sources secondary sources can also be explore for
data collection. Sources are:-
Magazines
Books and Journals
Newspaper and articles
Organization report
TENTATIVE CHAPTERIZATION
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Chapter Topic
1 Introduction Topic of study Nature and relevance of the study Purpose of the study Review of literature
2
Objective of study Methodology of study Research design
3
Details of area and people Location Socio- economic condition Agricultural condition Market Condition
4About the organization
Mission and objectives of the scheme Project undertaken
5 Findings and analysis Tables / charts Summary of findings
6 Observation and conclusions
7 Bibliography
INTERVIEW SCHEDULE
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Village: - Tola: -
Panchayat: - Block: -
Name of the respondent: -
Caste: -
Family composition : -
Sl.no
(1)
Name of the member
(2)
Sex
(3)
Age
(4)
Relation to respondent
(5)
Marital Status
(6)
Educational status
(7)
Occupational status
(8)
1
2
3
4
5
6
7
8
9
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Code for col 4 Code for col 7 Code for col 8Male – M Primary – 1 Employed – EFemale – F Middle – 2 Unemployed – UE
Secondary – 3 Disabled – DisSr. secondary – 4 Child – CGraduate – 5 Self Employed
– SEP.G. – 6 Student – SI.T.I. – 7
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Illiterate – 8
Land Information :-Do you have land? Yes NoIf yes,
Land Total land in Acres IrrigatedUn
irrigated
CultivatedUp land
Doin (Fertile)
Non – CultivatedUp land
Doin (Fertile)
Share Cropping In
Out
Farm Implements & Inputs used : -
Name of the Implement Number Value in Rs.Pumpset Thresher Bullock Cart Improved Plough Straw Cutter Latha Others
Source of Irrigation :- Do you irrigate your land? Yes No
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If Yes,
Name of the source: - Area: -
Devises used for irrigation: -
Usage of followings: -
Name Area (Acres)Amount (KG/Ltr)
Name of the crop
Improved/HYV Seed
Chemical Fertilizer
Insecticide/Pesticide
Main Problems Faced During Cultivation :
1. Non availability of seed 2. Absence of rainfall
3. Lack of knowledge 4. Lack of labour
5. Non-availability of agri - implements
Cropping pattern : -
Name of CropTotal Production
(Last year)Own
ConsumptionSold out quantity
(Last Year)Price
KHARIF
RABI
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SUMMER
How many cattle you have?
Cow: Ox: Buffalo:
Goats: Others:
Credit Facilities : -o Sources of credit: -
Bank M/Lenders Family
SHG Others
o Purpose of credit: -
Agriculture Animals Illness
Domestic Education Others
o Loan Amount: - . Interest: -
Approx Annual Income in Rupees: -
Approx Annual Savings: -
Marketing
o Where do you sell your product?
Cooperative Middlemen Market
Govt Organization Others
o Source of getting price information: -
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RS. /- @ % P/A
o Do you get the fair price? – Yes No
o Mode of Transportation: -
o Distance from the local market: -
o Problems in marketing: -
o Nearest cold storage and distance: -
o Frequency of market: -
o Regulation of market by: -
o Details of infrastructure facilities and amenities presently available
in the market: -
Sl. No.
Name of the Facility No/Area & Capacity Funded By
A.
B.
C.
D.
E.
o Cost of marketing: -
o Any other details: -
o Details of any other group like cooperative or any committee for
marketing assistance: -
o Remarks: -
_________________________________________________
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_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Date: - / /2008 Name: - Signature
REFERENCES
Books and articles
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Gopalaswamy ,T.P. (2008): Rural Marketing: Environment,
Problems and Strategies. Delhi: Vikas Publishing House Pvt Ltd
Singh Vikram and Bajaj Astha. (2012): “Role of Haats in the
Development of Rural Markets ”, IJRFM. (2231-5985): 628-638.
Velayudhan, S.K. (2007).Rural Marketing: Targeting the Non
Urban Consumer (2nd edition).New Delhi.
Arora Pankaj: India: Innovation in Rural Market
Websites
Google.co.in
Dspace.iimk.ac.in
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