RURAL MARKETING

NAME : BARATH KUMAR C

REG NO: 21BCC0023
TOPIC: A Case study of growth,
challenges and opportunities of a rural
Village.
 Case Study of Village Neriga, Karnataka, India:

Demography of the Village:

Neriga Village is a small village near the outskirts of the city of Bangalore. It is
located approximately 24 km from the city of
Bangalore. Neriga village is about 400 hectares and rests at an elevation of
about 900 meters above sea level. In the village, there are no facilities such as
hospitals, banks, police stations or markets.

Population details:
The current population of the village is 6,000 people. This
is a significant increase from the census taken in 2001 that showed a number of
1,345.

Information on the population:

The primary language spoken in the village is Kannada. Many residents also
speak fluent Telugu. The literacy rate lies around the range of 80%. The average
yearly income of a family living in Neriga village is 15,000 rupees. The
government has started a system called the “ration card”, which sells goods to
people at reduced prices. The number of people in Neriga village who have the
ration card is 1600 people. The government also provides school going
children with free books and free lunch.

Occupation:
The primary occupation of the residents of Neriga village is
agriculture. The agricultural production includes paddy (rice), raagi, roja,
kanakambara and some vegetables. Sericulture is also practiced. The village is
known for its Nilagiri plantations. Small-scale brick industries are also located
in the village. A number of about 100 people work outside of Neriga village

Schooling:
Even though the literacy rate in the village is about 80%.An average
of 20 people in the village finish school upto 10th grade. In Neriga village, there
is only a primary school. Students must go to a nearby village to study middle
and secondary school.

The main reason for student dropouts are as follows:

✓ Lack of awareness: Parents with little or no education awareness
want their children to leave school.

✓ Lack of funding: After grade 8, a small amount of money is to be paid

in order to continue going to school. Some cannot afford this.

✓ Work: Sometimes, children are needed to work to help improve

the family income. Children that leave school go and work in farms
and make 25 – 50 rupees a day.
✓ Marriage: Children get married and therefore stop coming to school.

Sure, here’s a detailed case study of Neriga, a rural village in

Karnataka, India:
Growth: Neriga is a village in the Anekal taluk of Bangalore Urban district. It’s
located approximately 24 km from Bangalore Central and 8 km from
Whitefield. The village has seen significant growth in its population, from
1,345 in 2001 to around 6,000. The primary language spoken in the village is
Kannada, with many residents also speaking fluent Telugu. The literacy rate is
around 80%, which is higher than the national average. The village is known
for its agricultural production, including paddy fields, raagi, sericulture, rose,
kanakambara, vegetables, and other crops throughout the year. It’s also
famous for its Nilagiri plantations and milk.

Challenges: Despite its growth, Neriga faces several challenges. The village
lacks facilities such as hospitals, banks, police stations, or markets. The key
challenges faced by the villagers include lack of healthcare, lack of awareness
about education, limited availability of electricity, and safe drinking water. The
average yearly income of a family living in Neriga village is 15,000 rupees,
which is below the national average.

Opportunities: There are several opportunities for growth and development in

Neriga. The village is located near major urban centers, which could provide
opportunities for economic development. The government has started a
system called the “ration card”, which sells goods to people at reduced prices.
This could potentially improve the economic conditions of the villagers. The
village is also home to several international schools, including The
International School Bangalore (TISB), Inventure Academy, and Green wood
high
international schools. This could potentially improve the education level in
the village. The youth have formed teams for nataka ranga, dollu kunita, and
other arts, indicating a vibrant cultural scene that could be leveraged for
tourism.

Impact on Employment, Education, Culture and Rural

Development in India

Standard of living: Rural population has very low purchasing power than its
counterpart staying in urban areas. Occasional large scale purchases by few
(affluent and cooperatives) are made from urban markets since rural
markets underdeveloped. People living in villages close to cities get an
opportunity to work as construction workers, vegetable sellers and
contractual laborers.

Rural infrastructure: In Indian villages, people still live in houses made of

mud barring houses of few rich and progressive farmers. Houses constructed
people in the name of "Indira Awaas Yojna" are poorly designed and offer
limited accommodation.

Employment: Labor migration to cities from rural areas in search of

employment is a common phenomena. There are various reasons for people
movement from villages to cities. These include desire for more comfort,
income and numerous job opportunities
A policy of minimum wages to daily paid labors is more a political move than
the help rendered to poor people. Schemes like NAREGA or MNREGA need
critical evaluation to make them welfare scheme before they turn game spoiler.

Roads: Government has initiated several developmental programs for uplifting

of living standards of poor people but full benefits have not reached to the
targeted population due to corruption prevalent in administrative and political
systems.Pradhan Mantri Gramin Sadak Yojna has resulted in road connectivity
in rural India but roads are of poor quality and without drainage support.

Electricity: Life in rural India is miserable due to non-availability of electricity.

Several states in India claim that 40, 50 or even 100 percent villages have been
electrified. But supply of electricity to villages that have been electrified is not
more than 3-4 hours per day.

Education: School buildings are available in few villages but number of

teachers is inadequate in primary schools. Benches, boards and other
facilities are of sub-standard quality. There is, however, one positive
development that girls are attending the schools in the villages. Also the
number of students attending graduate and post graduate courses is
increasing but awareness
students from rural areas lacks towards technical education

Technology: Technology has failed to percolate to villages in absence of

electricity and other communication infrastructure. Few people know about
internet. However, well-to-do families have availed DTH and dish TV facilities.
Mobile connections are increasing in rural areas but at slower pace. There are
no small scale industries in villages to provide employment to educated youth.
Government is trying to push the technological changes in the agriculture to
make it a profitable venture. Efforts have resulted as success stories in
selected cases. Lack of irrigation facilities in rainfed areas has blocked the
progress of agriculture.

Agriculture: Globalization does not have any positive impact on agriculture.

Government never thinks to pay more to farmers so that they produce more
food grains but resorts to imports. On the other hand, subsidies are declining
cost of production is increasing. Even firms producing fertilizers have to suffer
due to imports. There are also threats like introduction of GM crops, herbicide
resistant crops etc.