Rural markets:

Rural Markets are defined as those segments of overall market of any economy, which are distinct from the other types of markets like stock market, commodity markets or Labor economics. Rural Markets constitute an important segment of overall economy, for example, in the USA, out of about 3000 countries, around 2000 counties are rural, that is, non-urbanized, with population of 55 million. Typically, a rural market will represent a community in a rural area with a population of 2500 to 30000[1].

Significance:
In recent years, rural markets have acquired significance in countries like China and India, as the overall growth of the economy has resulted into substantial increase in the purchasing power of the rural communities. On account of the green revolution in India, the rural areas are consuming a large quantity of industrial and urban manufactured products. In this context, a special marketing strategy, namely, rural marketing has taken shape. Sometimes, rural marketing is confused with agricultural marketing the later denotes marketing of produce of the rural areas to the urban consumers or industrial consumers, whereas rural marketing involves delivering manufactured or processed inputs or services to rural producers or consumers. Also, when we consider the scenario of India and China, there is a picture that comes out,huge market for the developed products as well as the labor support. This has led to the change in the mindset of the marketers to move to these parts of the world. Also rural market is getting an importance because of the saturation of the urban market. As due to the competition in the urban market, the market is more or so saturated as most of the capacity of the purchasers have been targeted by the marketers.So the marketers are looking for extending their product categories to an unexplored market i.e. the rural market. This has also led to the CSR activities being done by the corporate to help the poor people attain some wealth to spend on their product categories. Here we can think of HLL (now, HUL) initiatives in the rural India. One of such project is the Project Shakti, which is not only helping their company attain some revenue but also helping the poor women of the village to attain some money which is surely going to increase their purchasing power. Also this will increase their brand loyalty as well as recognition in that area. Similarly we can think of the ITC E-Chaupal, which is helping the poor farmers get all the information about the weather as well as the market price of the food grains they are producing.In other view these activities are also helping the companies increase their brand value. So as it is given above the significance of the rural market has increased due to the saturation of the urban market as well as in such conditions the company which will lead the way will be benefited as shown by the success of HUL and ITC initiatives.

Strategies
Dynamics of rural markets differ from other market types, and similarly rural marketing strategies are also significantly different from the marketing strategies aimed at an urban or industrial consumer. This, along with several other related issues, have been subject matter of intense discussions and debate in countries like India and China and focus of even international symposia organized in these countries[2].

Rural markets and rural marketing involve a number of strategies, which include:
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Client and location specific promotion Joint or cooperative promotion.. Bundling of inputs Management of demand Developmental marketing Unique selling proposition (USP) Extension services Business ethics Partnership for sustainability

Client and Location specific promotion involves a strategy designed to be suitable to the location and the client. Joint or co-operative promotion strategy involves participation between the marketing agencies and the client. 'Bundling of inputs' denote a marketing strategy, in which several related items are sold to the target client, including arrangements of credit, after-sale service, and so on. Management of demand involve continuous market research of buyers needs and problems at various levels so that continuous improvements and innovations can be undertaken for a sustainable market performance. Developmental marketing refer to taking up marketing programmes keeping the development objective in mind and using various managerial and other inputs of marketing to achieve these objectives. Media, both traditional as well as the modern media, is used as a marketing strategy. Unique Selling Propositions (USP) involve presenting a theme with the product to attract the client to buy that particular product. For examples, some of famous Indian Farm equipment manufactures have coined catchy themes, which they display along with the products, to attract the target client, that is the farmers. English version of some of such themes would read like:
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The heartbeats of rural India With new technique for a life time of company For the sake of progress and prosperity

Extension Services denote, in short, a system of attending to the missing links and providing the required know-how. Ethics in Business. form, as usual, an important plank for rural markets and rural marketing. Partnership for sustainability involve laying and building a foundation for continuous and long lasting relationship.

'''Building sustainable market linkages for rural products: Industrys role, scope, opportunities and challenges''' Introduction: Rural products of India are unique, innovative and have good utility and values. Large number of these rural products (like handicraft items, food products, embroidery, clothes & other products) sustains a significant segment of the population in the rural areas. Several attributes of rural products can be identified, for which, it has a demand in the market. Out of the lots, ethnic origin and indigenous design & appearance are two traits of rural products, attracting a premium in the market. But, contrary to this, the non-uniformity of rural products (from one another) and lack of its quality control measures has been creating a negative demand. Besides, the small sized and dispersed production units of these rural products hinder realization of the economies of scale in marketing and result in high transaction costs per unit of output. Niche-based products have no local market. Products in local use are also not marketed horizontally; they often first travel down to market through a long chain of intermediaries and then up to more difficult locations in the rural areas. In the process, the people in rural areas suffer from both low prices as producers and high prices as consumers. In this conflict, rural products loss its equilibrium and the supply side becomes exponentially high. Because of this hazard, rural entrepreneurs face acute economic loss and rural markets become stagnant. Therefore, there is an emergent need for Building sustainable market linkages for rural products, so that, it can be connected to larger markets and farmers can get a sustainable livelihood. Market linkages for rural products: There are, broadly speaking, three ways in which they can be connected to the markets. They can do it on their own through cooperatives. Or, the state can do it for them through its procurement engines. Stages one and two, in a manner of speaking. Today, developmental thinking on market linkages has reached stage three linkages through companies or industries. Rural markets are regarded as organizations for marketing of non-farm products in a traditional setting. Developing rural markets is one of the major concerns of government and Nongovernmental organization in India. This subject has attracted large number of research studies over past. Among which noted contributions are made by Rajagopal, PhD, FRSA; faculty members of Institute of Rural Management Anand, IIMA and others. Across India, previous attempts to create such linkages have floundered. Take Assam and other eastern states itself. Around the Eighties, the state government here decided that cooperatives were a great way to consolidate its political base. Loans went to the undeserving. Debts were written off. The institutions slowly got corrupted. As for the linkages provided by the state, these offer uncertain sustainability. Given this context, one can conclude that profit-oriented industry linkages are a more sustainable, more scalable alternative. In this scenario, companies can use the social infrastructure (the self help group et al.) as an alternative procurement and distribution chain and vise versa.

Industrys role in building market linkages: To make an effective market linkage, industries have to play as an engine of market, which can generate a brand image of the rural products. This initiative of industries will also strengthen the backward and forward linkages of the rural market, besides,

accelerating the innovations of the rural products. Definitely, this strategy will also give a remarkable dividend to the industries & profit making companies. In micro level, it is observed that to create a sustainable market linkage for rural products, industries can develop an ecosystem of Self Help Groups (SHGs) by involving the local communities through village level empowerment. It is nothing less than the next phase in the democratization of commerce. Under this paradigm, industries can create a network with viable marketing channels covering all the linkages from villages to the global level. This architecture provides the right value of procurement through the village procurement centres and rural entrepreneurs can sell their products faster with better price realization. This model is also capable of generating a consumer business and an output business in a win-win scenario, where rural producers can get a wide marketing horizon and the industries shall get a new, lower cost salesforce. Another role of industries in building market linkages for agro-based rural products can be the dynamic contract farming. If a conventional industry can kick off a contract farming business, and export niche horticulture crops like cucumbers, the small and marginal farmers who could grow these small cucumbers would make Rs 30,000 in profits in a year. KRBL, one of Indias largest basmati exporters, has contract farming agreements with 24,000 farmers; Global Green buys from about 12,000 farmers. Moreover, in the current era of information technology, industry and private companies can also creatively use ICT for building sustainable marketing linkages. This approach creatively leverages information technology (IT) to set up a meta-market in favour of small and poor producers/rural entrepreneurs, who would otherwise continue to operate and transact in 'unevolved' markets where the rent-seeking vested interests exploit their disadvantaged position. ITC e Choupal is the best example in this context. Through creative use of Information Technology, ITC eChoupal has been creating sustainable stakeholder value by reorganizing the agri-commodity supply chains simultaneously improving the competitiveness of small farmer agriculture and enhancing rural prosperity. eChoupal also sidesteps the value-sapping problems caused by fragmentation, dispersion, heterogeneity and weak infrastructure. ITC takes on the role of a Network Orchestrator in this metamarket by stitching together an end-to-end solution. It eliminated the traditional 'mandi' system which involved lot of middlemen as a result of which farmers failed to get the right value for their produce. The solution simultaneously addresses the viability concerns of the participating companies by virtually aggregating the demand from thousands of small farmers, and the value-for-money concerns of the farmers by creating competition among the companies in each leg of the value chain. Scope & opportunities: The basic scope of this novel initiative will be the mutual benefits of the rural entrepreneurs and industries. The entrepreneurs primary beneficiaries, SHGs bridge with the community, participating companies/industries and rural consumers have befitted through a robust commercial relationship. These models of marketing linkages demonstrate a large corporation which can play a major role in reorganizing markets and increasing the efficiency of a rural product generation system. While doing so it will benefit farmers and rural communities as well as shareholders. Moreover, the key role of information technologyprovided and maintained by the industry/company for building linkages, and used by local farmersbrings about transparency, increased access to information, and rural transformation. Besides, this strategy of market linkage, addresses the challenges faced by rural entrepreneurs due to institution voids, numerous intermediaries and infrastructure bottlenecks. Moreover, the prime scope of this model is the creation of opportunities for the rural entrepreneurs for product differentiation and innovation by offering them choices. Because of this sustainable market linkages, rural producers can participate in the benefits of globalization and will also develop their capacity to maintain global quality standard. Nonetheless, it creates new stakeholders for the industry sector. And subsequently, they become part of the firms core businesses. The involvement of the private /industry sector at the rural product and market development can also provide opportunities for the development of new services and values to the customers, which will find application in the developed markets. It will be worth mentioning that building a sustainable market linkage through industrys intervention will also empower the rural

mass (producers, farmers & entrepreneurs) to cope with socio-economic problems in the rural society and will ensure economic self reliance. Challenges: There are significant challenges to the entire process the most important being the capacity building of the rural entrepreneurs. For decades, the entrepreneurs associated with very conventional/traditional knowledge of business, humiliation with government, so they are likely to look at these initiatives with skepticism. Only consistent performance can convince the skeptics. Therefore, the industries must play a catalytic role to cope with this challenge and should also train the entrepreneurs to develop their managerial and IT skills. On the other hand, the products of the existing and popular brand also stand as threat to the rural products. These global giants (brand) may try to suppress the rural products in the markets with its communication hype. Therefore, developing alternative and additional market linkages for these products is an absolute necessity. Moreover, the low volumes of rural products, high operating cots, high attrition, and absence of local know how and relationships may also create problem in the process. Henceforth, it is essential to make a way out to cope with these odds. Conclusion: These issues gain added complexity under globalization, where markets are characterized by extreme competition and volatility. While rural products has been perceived traditionally as catering to the local market, or at best, to a wider national market through limited formal channels, the reality of globalization since the 1990s introduced a new dimension to the market for such products. The issue of rural product generation through industrialization, therefore, needs to be viewed from a new angle and on far more scientific lines. The core of a scientific approach is to understand the market opportunities for rural products along with the country's development priorities and to chalk out a strategy where rural industries have an important role to play. While rural products are forced to increasingly become part of global supply chains, these products need to adapt themselves, not only according to the changing tastes of the national market, but also according to changes in tastes in the international market. Therefore, a process is essential to explore the market linkages and capacity building for SHGs through a bottom up approach and continuous dialogue with stakeholders of rural enterprise. This process should ensure the participation of rural people as consumers and producers in the globalization mechanism, with better livelihoods and global access to markets. The real challenge of building a sustainable market linkage starts here.

[edit] Present position

Rural markets, as part of any economy, have untapped potential. There are several difficulties confronting the effort to fully explore rural markets. The concept of rural markets in India, as also in several other countries, like China[3], is still in evolving shape, and the sector poses a variety of challenges, including understanding the dynamics of the rural markets and strategies to supply and satisfy the rural consumers.

[edit] References
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Sukhpal Singh- Rural Marketing Management A Developmental approach from Vikalpa(July-September 1985), a journal in English, published by IIMA K. L. K. Rao and Ramesh Tagat: Rural Marketing - a developmental approach Rural Tourism

the information bout the number of villages in India is wrong. it is estimated at around six lac.

RURAL AGRI- MARKETING IN INDIA - WITH SPECIAL REFERENCE TO AGRICULTURAL PRODUCE IN INDIA
ABSTRACT
Around 700 million people, or 70% of India's population, live in 6,27,000 villages in rural areas. 90% of the rural population is concentrated in villages with a population of less than 2000. Rural marketing is as old as the civilization. Surplus of agro - products are exchanged in earlier days in the barter system. The introduction of currency, transport, and communication has increased the scope of rural market. This paper discusses the present scenario of rural marketing especially rural produce, and its importance, current trends, and highlights certain problems related to rural marketing. Further it highlights the improvements that make the rural marketing system most effective. RURAL AGRI - MARKETING IN INDIA - WITH SPECIAL REFERENCE TO AGRICULTURAL PRODUCE IN INDIA RURAL MARKETING Rural marketing facilitate flow of goods and service from rural producers to urban consumers at possible time with reasonable prices, and agriculture inputs/ consumer goods from urban to rural. Marketing as a function has started much earlier when civilization started but not recognized as marketing. All economy goods are marketed in terms of goods and services (Barter system). Now money is being practiced as a good exchanging medium. The market may be a street, or a small town/ metropolitan city, Developments in infrastructure, transport, and communication facilities has increased the scope of the rural market. Environment The difference between rural and urban markets on the basis of various socio economic factors, most dominant among them being the source of income, the frequency of receipt of income, the seasonal nature of income and consumption. Rural markets are small, noncontiguous settlement units of village relatively low infrastructure facilitates, low density of population, their life styles also being different. Rural consumers are mostly farmers whose income receipts are dependent on the vagaries of nature. Agri-Marketing Rural population has been increased about 74% of the total population; the demand for products and services has increased a lot in rural areas. Green revolution in the North and white revolution in the West has brought about a new prosperity in the lives of rural people. Government emphasis on rural development has caused significant changes in the rural

scenario. Moreover, the special attention given for infrastructure development through the successive Five-year plans has improved the buying and consumption pattern of rural people. The Rural Agro Products: The rural agro-products are * Fruits & Vegetables * Grains * Flowers Rural sale products * Milk & poultry products * Handicrafts and Hand loom products * Tribal village products like tamarind, Lac, soapnut etc The peculiar characteristics of agricultural produce are: * * * * * * Bulkiness Perishability Wide varietal differences Dispersed production Processing needs for consumption Seasonality

GROSS CROPPED AREA BY 1997 CROP WISE PERCENTAGE GIVEN BELOW

CROP SUGGER CANE COTTON RICE WHEAT OTHER CEREALS PULCESS OIL SEEDS OTHERS TOTAL PERCENTAGE AREA 2 4 22 13 19 13 15 12 100

More than 40 % of the gross cropped area under non- food grains is under oilseeds. Principally groundnut and rapseed and mustered, cotton and sugar cane area the other major non- food grain crops. VEGETABLES (share in production)
CROP TOMATO ONION BRINJAL CAULIFLOWER OKAR PEAS POTATO CABBAGE OTHER TOTAL % 0F TOTAL PRODUCTION 8 8 9 6 6 3 25 6 29 100

FRUITS The major fruits share in total fruit production

Fruit name BANANA APPLE CITRUA MANGO GUVA OTHERS Percentage of fruit Production 27 2 8 23 3O 37

India is the largest producers of mangos and banana in the world, and top ten producers of apples and pineapples. Other fruits, guava, sapota, papaya etc. Area under fruits which was estimated to 1.45 millions hectares in 1970-71 grow slowly and gear up after 1991-92 to 2.8 million hectares. DAIRY India is the largest milk producer and processing of milk was largely in the cooperatives sector. NATIONAL DAIRY DEVELOPMENT BOARD PLAN ESTIMATION FOR YEAR 2010
Year 1999 6 lack liters per day sale 9.11 lack litters per day procurement 174 ml per consumption per day Year 2010 34 lack litters per day 71 Lack lit per day 230 ml per consumption per day

Rural marketing depends on agricultural produce, the production is seasonal and the consumption is spread out equalization of demand and supply has to be done. In addition, the raw agricultural produce as marketed by farmers has to be processed by many middlemen This include collection and assembling, financing, grading and standardization, storage, transportation, wholesaling and retailing these functions performed by village merchants, commission agents, wholesalers, processors etc. These people seek returns commensurating with their investments of capital, time and labour. As a result, the middlemen get more share of the price than the producers. TYPES OF RURAL MARKETS HAATS /SANDIES (mostly for weekly market for all commodities) MANDIS (mostly for all types of grains) COMMODITY SPECILISED MARKETS Nasik for onions and Grapes market, Nagpur for Orange market, Delhi for Apples market, Salem{TN} for Mangoes, Farkka market for potato market and Calcutta / Assam for tea market. REGULATED MARKETS There are more than 5000 primary and Secondary Agricultural produce wholesale assembling markets functioning in the country. These markets are meant for the farmers to take their produce for sale. These markets facilitate formers, immediate cash payments. The directorate of state Agricultural Marketing Board or Registrar of cooperative marketing societies is controlling these markets. The market is run by an elected committee comprising of members from the farmers community, commission agents/wholesalers and some government nominees from Directorate of state agriculture / cooperative societies.

COOPERATIVE MARKETING Another major improvement for rural producers is the formation of cooperative societies. Farmer's common interest helped to increase the incomes of the farmers and avoid exploitation of the middlemen. There are about five lack cooperatives working but very few cooperative societies in selected areas like Dairy, sugar, oilseeds, Mahagrape in Maharastra, tomato growers in Punjab etc. succeeded in cooperative processing industry. Problems in Rural Marketing The rural market offers a vast untapped potential. It is not that easy to operate in rural market because of several problems and also it is a time consuming affair and it requires considerable investments in terms of evolving appropriate strategies with a view to tackle the problems. The problems are. * * * * * Underdeveloped people and underdeveloped markets Lack of proper physical communication facilities Inadequate Media coverage for rural communication Multi language and Dialects Market organization & staff

Underdeveloped people and underdeveloped markets The agricultural technology has tried to develop the people and market in rural areas. Unfortunately, the impact of the technology is not felt uniformly through out the country. Some districts in Punjab, Haryana or Western Uttar Pradesh where rural consumer is somewhat comparable to his urban counterpart, there are large areas and groups of people who have remained beyond the technological breakthrough. In addition, the farmers with small agricultural land holdings have also been unable to take advantage of the new technology. Lack of proper physical communication facilities Nearly 50 percent of the villages in the country do not have all weather roads. Physical communication to these villages is highly expensive. Even today, most villages in eastern part of the country are inaccessible during monsoon season. Inadequate Media coverage for rural communication A large number of rural families own radios and television sets there are also community radio and T.V sets. These have been used to diffuse agricultural technology to rural areas. However the coverage relating to marketing is inadequate using this aid of Marketing. Multi language and Dialects The number of languages and dialects vary from state to state region to region This type of distribution of population warrants appropriate strategies to decide the extent of coverage of rural market.

OTHER FACTORS INFLUENCING MARKETING Natural calamities and Market conditions (demand, supply and price). Pests and diseases, Drought or too much rains, Primitive methods of cultivation, lack of proper storage facilities which exposes grain to rain and rats, Grading, Transport, Market Intelligence (up to date market prices to villagers), Long chain of middlemen (Large no. of intermediaries between cultivator and consumer, wholesalers and retailers, Fundamental practices (Market Dealers and Commission Agents get good part of sale of receipts). MAJOR LOSERS IN AGRICULTURAL MARKETING Small and marginal farmers , 75% villagers are illiterates or semiliterate, they facing difficulties like proper paper procedures for getting loans and insurance. The farmers facing high interest rates for their credits (Local money lending system). Most of the credit needed for agricultural inputs like seeds, pesticides, and fertilizers. THE MAJOR WEAKNESS AND CHALLENGES IN THIS SECTOR * * * * Traditional mind not to react new ideas. Agricultural income mostly invested in gold ornaments and weddings. Low rural literature. Not persuading new thinking and improved products

EMERGING TRENDS IN MARKETS ON LINE RURAL MARKET (INTERNET, NICNET): Rural people can use the two-way communication through on line service for crop information, purchases of Agri-inputs, consumer durable and sale of rural produce online at reasonable price. Farm information online marketing easily accessible in rural areas because of spread of telecommunication facilities all over India. Agricultural information can get through the Internet if each village have small information office COST BENEFIT ANALYSIS IN THIS SECTOR Cost benefit can be achieved through development of information technology at the doorsteps of villagers. Most of the rural farmers need price information of agri-produce and inputs. If the information is available farmers can take quick decision where to sell their produce, if the price matches with local market farmers no need to go near by the city and waste of money & time it means farmers can enrich their financial strength. NEED BASED PRODUCTION Supply plays major role in price of the rural produce, most of the farmers grow crops in particular seasons not through out the year, it causes oversupply in the market and drastic price cut in the agricultural produce. Now the information technology has been improving if the rural people enable to access the rural communication, farmers' awareness can be created about crops and forecasting of future demand, market taste. Farmers can equates their produce to demand and supply, they can create farmers driven market rather than supply driven market. If the need based production system developed not only prices but also storage cost can be saved. It is possible now a days the concept of global village.

MARKET DRIVEN EXTENSION Agricultural extension is continuously going through renewal process where the focus includes a whole range of dimensions varying from institutional arrangements, privatization, decentralization, partnership, efficiency and participation. The most important change that influences the extension system is market forces. There is a need for the present extension system to think of the market driven approach, which would cater the demands of farmers. AGRO- PROCESSING INDUSTRY India is the second largest producer of fruits and vegetables in the world with an annual production of more than 110 million tonnes of fruit and vegetable only 1.3 percent of the output is processed by the organised sector commercially, the reason higher consumption in fresh form. However, as the packaging, transportation and processing capacities increase, the market for processed fruits and vegetables is projected to grow at the rate of about 20 % per annum. 100 % export oriented units (EOU) and Joint venture units required improving the processing industry. KISAN MANDI There is a need to promote direct agricultural marketing model through retail outlets of farmer's co-operatives in urban areas. The direct link between producers and consumers would work in two ways: one, by enabling farmers to take advantage of the high price and secondly, by putting downward pressure on the retail prices. RECENT DEVELOPMENTS IN TAMILNADU Many remote villages now connected to main roads and link roads with the help of innovative technique of grass root development by the people for the people of the people. "Uzhavar sandhai" the another development of rural farmers reducing middle men and also cost to the benefit of urban society.

The Innovative " Uzhavar sandhai" The recent changes in agricultural produce sale by farmers in Uzhavar sandhai leads to direct selling vegetables and other commodities to urban needs. Government of Tamilnadu started Uzhavar sandhai all over the state for the purpose of direct selling their produce to urban needs, not only selling of rural produce but also exchange of their ideas each others. Procurement Prices / Support Prices These prices are more than minimum prices, which facilitates government bulky procurement for Public Distribution System and maintains buffer stock levels. Farmer has little control over prices, which are determined by the broad factors of, supply and demand market at large. SUGGESTIONS FOR SOUND AGRICULTURAL MARKETING IN INDIA * Suitable structure of support prices for various farm commodities adjusted from time to time. * Adequate arrangement of agricultural produce on support price if the price falls below the level. * Regulated infrastructure of markets and warehouses, which ensure fair prices

* Rural roads must be compliment and coordinate with railways, nearest waterways (port), airports if possible. * The efficient marketing is predominantly influenced by efficient distribution system it means products such ultimate consumer in the quickest time possible at minimum cost. * The development of communication systems appropriate to rural market may cost up to six times as much as reaching an urban market through established media, need rural communication facilities. * The state marketing board or federation or market committees also the producers, traders and sellers have necessarily to be consulted as they have the principle interest towards it s use. * The arrivals of various products such as Food grains Vegetables Dairy products Flowers etc. need speedy transport. * Public weighing machines one in each rural market to ensure correct weightment both for farm and non-farm arrivals. Storage godowns and an office also required. * For storage facilities the government should not depend on private agencies to store food grains (National commission on Agriculture recommended). * Rural markets need more number of godowns and ancillary platforms for packaging places, market office cum information cell, bank and post office. * Rural marketing is the nerve center of a rural economy, rural markets are the channels for the movements of goods and services as well as to promote cultural integration. * Agricultural technology must reach all over the country, irrespective of size of land holding. * Improve physical communication facility to nook and corner of the country. * Land reforms need effectively implemented, because the land is basic asset of rural people. * Rural communication must be in regional language and dialects. * The existing marketing staff must be increased and adequate training must be given. * Extending of financial support for modernization of the agro-processing units is also needed. * Processing units should utilise fully capacity. * There is need to find out markets for agro-processed products within and out side of the country. * The proper packaging technology must be improved.

CONCLUSION Considering the emerging issues and challenges, government support is necessary for the development of marketing of agricultural produce. The government may adjust suitable budget allocations to rural infrastructure plans, and proper supervision for effective plan implementation. The core areas like transport, communication, roads, credit institutions, crop insurance for better utilization of land and water at appropriate level. The rural people and markets will definitely develop rural income and reduce poverty, on the whole countries economy will boost at an expected level. MANAGE an extension management institution may provide extension services to rural people in crop information, price information, insurance and credit information by using various media. MANAGE may recommend / advice to central and state governments on suitable infrastructure development, current problems in rural markets and problem solving techniques. REFERENCES 1. Marketing of Agricultural inputs by Manohar Lal Jalan., Published by Himalaya Publishing House (Delhi). 1988. 2. Agricultural Price Policy in India by Raj Kumar Singh., Published by Print well Publishers (Jaipur). 1990. 3. Communication and Rural Development by J.B. Ambekar Yadav. Published by Mittal Publications (New Delhi). 1992.

4. Development of Agricultural Marketing in India by Dr. Rajagopal Published by Print well (Jaipur). 5. Marketing Management by Philip kotlar. 1992. 8th edition. 6. Rural Marketing by T.P.Gopal Swamy published by Wheeler publishings (New Delhi) 1998. 7. CMIE report 97 8. Indian agrl. Journal of agril.economics vol. 54