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 Pg no. Introduction of the topic About SIRD Literature Review Significance of the study Objective of the study Research design Research Methodology Tentative chapterization Interview schedule References
4. 6. 8. 10. 11. 11. 13. 15. 16. 22.

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 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
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
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of Rural Development (SIRD) by visiting the institute and participating in different events of training.

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
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
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study of rural marketing should take into account, not only marketing of 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

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 setup 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 dont 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.

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OBJECTIVE OF THE STUDY

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

ECONOMIC STATUS

VARIABLES
HOUSEHOLD INCOME HOUSEHOLD EXPENDITURE ASSETS OWNED NET SAVINGS CHILDREN ENROLLED IN SCHOOLS NO. OF LITERATES DROPOUTS ACCESS TO MEDICAL FACILITY REDUCTION IN FREQUENT DISEASES LOCAL MARKETS AND DISTANCE PRICING STRUCTURE IN MARKET TRANSPORT FACILITIES WAREHOUSE AND COLD STORAGE
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TOOLS
THROUGH INTERVIEW SCHEDULE

EDUCATIONAL STATUS

THROUGH INTERVIEW SCHEDULE

HEALTH STATUS

THROUGH INTERVIEW SCHEDULE

MARKETING STATUS

THROUGH INTERVIEW SCHEDULE AND FGD

MAJOR CONSTRAINTS IN MARKETING

MARKET CHAIN INTERMEDIARIES IN THE MARKET MARKET DEMAND AND MARKET SUPPLY PROBLEM S IN INFRASTRUCTURE PROBLEMS IN PROCESSING PROBLEMS IN CREDIT LINKAGE PROBLEMS IN AGRICULTURAL PRACTICES BENEFIT COST RATIO RETURN ON INVESTMENT INTERNAL RATE OF RETURNS

THROUGH PERSONAL INTERVIEW AND FGD

FINANCIAL VIABILITY

THROUGH INTERVIEW SCHEDULE, FGD AND CASE STUDY

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RESEARCH METHODOLOGY
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.

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 PRA tools: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

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TENTATIVE CHAPTERIZATION

Chapter 1

Topic Introduction Topic of study Nature and relevance of the study Purpose of the study Review of literature Objective of study Methodology of study Research design Details of area and people Location Socio- economic condition Agricultural condition Market Condition About the organization Mission and objectives of the scheme Project undertaken Findings and analysis Tables / charts Summary of findings Observation and conclusions Bibliography

4 5

6 7

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INTERVIEW SCHEDULE
Village: Panchayat: 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) Education al status (7) Occup ational status (8)

Tola: Block: -

1 2 3 4 5 6 7 8 9 10 Code for col 4 Male M Female F UE Code for col 7 Primary 1 Middle 2 Secondary 3 Sr. secondary 4
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Code for col 8 Employed E Unemployed Disabled Dis Child C

Graduate 5 SE P.G. 6 I.T.I. 7 Illiterate 8 Land Information:Do you have land? If yes, Land Up land Cultivated Doin (Fertile) Up land Non Cultivated Doin (Fertile) In Share Cropping Out

Self Employed Student S

Yes

No

Total land in Acres

Irrigated

Un irrigated

Farm Implements & Inputs used: Name of the Implement Pumpset Thresher Bullock Cart Improved Plough Straw Cutter Latha Others Number Value in Rs.

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 Source of Irrigation:Do you irrigate your land? If Yes, Name of the source: Devises used for irrigation: Usage of followings: Name Improved/HYV Seed Chemical Fertilizer Insecticide/Pesticide

Yes

No

Area: -

Area (Acres)

Amount (KG/Ltr)

Name of the crop

Main Problems Faced During Cultivation : 1. Non availability of seed 3. Lack of knowledge 2. Absence of rainfall 4. Lack of labour

5. Non-availability of agri - implements Cropping pattern: Name of Crop KHARIF Total Production (Last year) Own Consumption Sold out quantity (Last Year) Price

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RABI

SUMMER

How many cattle you have? Cow: Goats: Credit Facilities: o Sources of credit: Bank SHG Ox: Others: Buffalo:

M/Lenders Others

Family

o Purpose of credit: Agriculture Domestic Animals Education Illness Others

o Loan Amount: - . RS.

/-

Interest: -

% P/A

Approx Annual Income in Rupees: Approx Annual Savings: 19

 Marketing o Where do you sell your product? Cooperative Govt Organization Middlemen Others Market

o Source of getting price information: o Do you get the fair price? Yes 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.
A. B. C. D. E.

No

Name of the Facility

No/Area & Capacity

Funded By

o Cost of marketing: -

o Any other details: -

o Details of any other group like cooperative or any committee for marketing assistance: -

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o Remarks: _________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________ _________________________

Date: -

/ /2008

Name: -

Signature

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REFERENCES
Books and articles
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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