ROLE OF

GOVERNMENT AND NGO’S

IN
RURAL MARKETING
 RURAL MARKETING
Function that manages all activities
involved in assessing, stimulating and
converting the purchasing power of
rural consumers into effective demand
for specific products and services to
create satisfaction & a better standard
of living for achieving organizational
goals.
ROLE OF GOVERNMENT
Infrastructural Developments –
 Good Roads,
 Clean Water,
 Education,
 Shelter,
ROLE OF GOVERNMENT
Infrastructural Developments –
Healthcare And Sanitary Facilities
Opportunity To Earn Basic Income;
Lifting The Living Standard And
Literacy Of People.
 ROLE OF GOVERNMENT
Connectivity Developments –
Post office,
panchayat / Village offices,
Cooperatives,
Rural banks,
Schools and other educational institutions,
Hospitals and Libraries,
Community centers
 ROLE OF NGO’S
Financial Support –
Self-help Group Formation,
Income Generation (Encouraging Rural
Products ,
Marketing,
Agency Work For Insurance Companies For
Life And Non-life Products
Banks And Financial Institutions
 ROLE OF NGO’S
Rural Education –
 Environment Protection,
 Watershed Management,
 Handicrafts,
 Textiles,
 Traditional Medicinal Plants And
 HR Development.
 ROLE OF NGO’S
Rural Education –
• Rural Connectivity,
• Energy Needs And New Technologies,
• Employment Opportunities For Rural
Youth, Organic Farming,
 ROLE OF NGO’S
Rural Education –
• Value-added Agriculture,
• Food Processing,
• Animal Husbandry,
• Forests And Natural Resource
Management.
Government Schemes
 Education –
• IEDC-1974.
• The National Policy on Education, 1986
• Sarva Shiksha Abhiyan (SSA)
• Inclusive Education for Disabled 2009
• University Grants Commission (UGC)
• Right to Education Bill 2009.
 HR Development
• Special Employment Exchanges for PWD,
• Seven Skill Training Workshops (STWs)
• Assistance to Disabled Ex-servicemen
and Dependents
 INFRASTRUCTURE
• NAREGA -2005
• Swarnjayanti Gram Swarozgar Yojana (SGSY)
• Sampoorna Grameen Rozgar Yojana (SGRY)
• The Indira Awaas Yojana (IAY).

- Financial Assistance : Under the SGSY upto

30% of the Project Cost subject to a maximum of
Rs. 7500/-. 
M/o RURAL DEVELOPMENT

• SAMARTH (Center Based)

• Arunim (Marketing federation)
• Aspiration (Early intervention Centre)
• Gyan Prabha (Schlorship)
• Sahyogi (Care giver Training )
• Niramaya (Health Insurance Scheme)
• GHARAUNDA (Life Long Shelter & Care)
 HEALTH
• National Mental Health Programme (NMPH)
• National Programme for Control of Blindness
(NPCB)
• National Leprosy Eradication Programme (NlEP)
• Urban Leprosy Control Programme
• National Iodine Deficiency Disorders Control
• National Rural Health Mission
 CONCLUSION
The Government and Non Government
Organizations play an Important past in
rural Marketing by providing the means
to build demand and supply for
products and services to reach the
prospective consumers