MARKETING OF RURAL PRODUCTS IN URBAN INDIA

Presented by

Shilpi Bora

Deepak Khurana

Navita Chhabra

Gaurav Singhal

INTRODUCTION

Rural to Urban (R2U): It is basically where agricultural products are marketed in urban areas. Usually a farmer seeks to sell his produce in an urban market. An agent or middlemen plays a crucial role in this marketing process. These are basically cooperatives like AMUL, MAPRO, etc

The various products are like bamboo artifacts, traditional and ayurvedic medicines, metalwork, woodwork, paintings, terracotta, shawls, carpets, food products like seeds, fruits, vegetables, milk and milk products, forest produce like beeswax, honey, spices, cotton for textile mills etc.

EXHIBITIONS

The various popular exhibitions providing national as well as international exposure to these products would include:

Saras Mela

Kisan Mela

SARAS MELA

Jointly organized by the Ministry of Rural Development and the Council for People’s Action and Rural Technology (CAPART).

 Aims to facilitate the Swarna Jayanti Gram Swarozgar Yojana (SGSY) beneficiaries, rural artisans, craftsmen, Self Help Groups (SHGs) to exhibit and sell their products and provide them the opportunity for additional income and exposure.

This exhibition-cum-sale fair will display a wide range of products manufactured by the rural artisans, craftsmen and beneficiaries of SHGs across the country.

 Attractive products on sale include bamboo artifacts, traditional and ayurvedic medicines, metalwork, woodwork, Madhubani paintings, terracotta, shawls, carpets, food products among others.

The mela also aims at creating a unique platform for developing linkages with customers and providing an opportunity to artisans to interact with the buyers directly.

Ever since its inception in 1980, this mega-event has evolved into Asia’s largest show of its kind.

KISAN MELA

Kisan Melas are organized by SAUs in remote tribal or otherwise agriculturally backward areas.

The scientists of SAUs, ICAR institutes and officers of agriculture Departments participate in these Melas.

People from rural areas come ahead with their products like painting ,utensils, popular nuts, handmade, dresses , jewellery , food items like papad, churan etc

In kisan mela farmers come ahead with different varieties of animals like hen , fish , goat, cow etc.

This mela provides exposure to the art and talent of rural people.

It has allowed them greater recognition.

Also exhibitions like these have led to both national and international exposure of these products leading to increased demand.

Fabindia is an Indian chain store retailing garments, furnishings, fabrics and ethnic products handmade by craftsmen across rural India. Established in 1960

Today it has over 97 stores across India and abroad.

AMUL COOPERATIVE

Amul formed in 1946, is a dairy cooperative in India.

Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual turnover of US $1050 million (2006–07)

it has 2.8 million producer members with milk collection average of 10.16 million litres per day.

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