Professional Documents
Culture Documents
Kurukshetra
MINISTRY OF RURAL DEVELOPMENT
Vol. 59 No. 11 Pages 52
September 2011
CHIEF EDITOR
Rina Sonowal Kouli
CONTENTS
EDITOR
KAPIL KUMAR
l Empowering Women in Rural India:
production officer Exploring The Current Dynamics Anupam Hazra 3
Vinod Kumar Meena
COVER DESIGN l Status of rural women in Agriculture
Y.V. Singh
Rajat naik Jyoti Nayak 6
Kurukshetra seeks to carry the message of Rural Development to all people. It serves as a forum for free, frank and serious discussion on the
problems of Rural Development with special focus on Rural Uplift.
The views expressed by the authors in the articles are their own. They do not necessarily reflect the views of the government or the organizations they
work for.
The readers are requested to verify the claims in the advertisements regarding career guidance books/institutions. Kurukshetra does not own
responsibility.
Women are instrumental in shaping the society and play a major role
in raising the economic resources for the family, though their contribution
is always underemphasized.
Some scholars note that it was the woman who first domesticated
crop plants and thereby initiated the art and science of farming. While men
went out hunting in search of food, women started gathering seeds from
the native flora and began cultivating them. Despite being the pioneers
of farming, women perform arduous jobs in the fields, while the men
folk use modern technology and tools like tractors to do these jobs.
women continue to perform farm operations which are full of drudgery such
as transplanting, weeding, winnowing, shelling, etc. We discuss in this
issue the status of women in rural India and what all is being done.
Despite efforts to raise the social status of women for more than a
century, India still ranks very low among the 177 nations on gender equity
according to the Human Development Index.
C
urrent framework of international development the families and to take care of ageing parents.
recognizes women empowerment as an Particularly in rural areas of the country, still it
immense effective stratagem for the all found that son preference and high dowry costs
round development of the society. Though India
result in the mistreatment of daughters. Though
is developing economically and technologically
dowry was legally prohibited in 1961 by Dowry
by leaps and bounds but women, especially rural
women still continue to be discriminated and Prohibition Act but it continues to be highly
their current status in the society still causes institutionalized in rural India. It is ridiculous to
concern. Across the nation, women constitute notice that even among highly educated sections
a disproportionate share of the chronically poor the articles of dowry are proudly exhibited in
population. Gender discrimination starts from the marriage as a status symbol. Though the
the foetus, in terms selection of sex, childrearing, constitution provides legal equality for men and
feeding, education, employment, control over women but social and economic equality is yet to
property and resources, participation and achieve. This is the fact why rural women continue
influencing decision-making in public and political
to be recipients of welfare services and remain a
spheres etc. Research on womens status in
silent observer in decision-making process with
Indian societies found that the contributions that
Indian women make to their families are often poor access to education, health care and other
overlooked; instead time and again, they are basic facilities of life.
regarded as economic burdens of the family and The Government has attempted to involve and
this view is more customary in rural India.
encourage rural women in decision-making process
Still, there is a strong preference for sons by providing one-third reservation for them in Gram
in India because they are expected to earn for Panchayats, to ensure their participation at the
On the other hand, rural women in India are (The author is Assistant Professor in Department
among the most disadvantaged section of the of Social Work at Assam (Central) University, Silchar
rural communities in terms of their health status. 788 011, e-mail : anupam688@yahoo.co.in)
A
ccording to Dr. MS Swaminathan, the skills. In the process they have lagged behind
famous agricultural scientist, some their male colleagues in using of improved crop
historians believe that it was woman production and processing tools and machinery.
who first domesticated crop plants and thereby Besides hand tools and improved bullock drawn
initiated the art and science of farming. While implements, more 240,000 tractors and 700,000
men went out hunting in search of food, women irrigation pumps are being introduced every year
for mechanization of Indian agriculture. But these
started gathering seeds from the native flora
improved implements are exclusively handled by
and began cultivating those of interest from male workers. The women continue to perform
the point of view of food, feed, fodder, fibre farm operations which are full of drudgery such
and fuel. Women plaid a major role in decision as transplanting, weeding, winnowing, shelling,
making process in traditional agriculture, but decortication, milling etc.
they are virtually not recognized as producer
The R & D institutions have developed gender
within their own right. Due to socio-cultural
neutral simple devices/ equipments for crop
traditions, the rural women have subordinate production and processing. These can easily be
role in the society. They have inaccessibility to adopted by women, but only a limited infrastructure
modern technology, credit, training and other for training of women are available on modern
facilities available to male workers and farmers. crop production and processing technology. There
Their role has become passive due to ignorance is a need to create awareness and provide training
of modern inputs and methods of cultivation. on such technologies. Keeping their physiology,
Their regain energy is spent in procuring fuel, women specific ergonomically comfortable
fodder, food and has little time to improve their equipment also needs to be developed.
E
mpowerment is a multi-faceted, multi- and politically that can help them take Self-
dimensional and multi-layered concept. decision regarding education, mobility, economic
Womens empowerment is a process in independency, political participation, public
which women gain greater share of control over speaking and awareness to exercise rights.
resources - material, human and intellectual [
India has so far passed/amended several
knowledge, information, ideas] and financial
women specific legislations and implemented a
resources and control over decision-making in
plethora of programs and schemes for womens
the home, community, society, nation and to gain
well-being and economic emancipation.
`power. According to aReport of the Government
of India, Empowerment means moving from Empowerment is a process aimed at changing
a position of enforced powerlessness to one the nature and reaction of systemic forces which
of power. In this process, women should be marginalize women and other disadvantaged
empowered socially, economically, educationally sections in a given context. The need for women
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10 Kurukshetra September 2011
empowerment was felt in India long back. of lacunae in 34 laws and 8 bills. It also made
Mahatma Gandhi had announced at the Second recommendations an Older Persons Maintenance,
Round Table Conference that his aim was to Care and Protection Bill, 2005. The Compulsory
establish a political society in India in which there Registration of Marriage Bill, 2005, Protection of
would be no distinction between people of high Women from Domestic Violence Rules 2005, laws
and low classes and in which women would enjoy relating to Rape/ Sexual Harassment assault etc.
the same rights as men and the teeming millions of
DEVELOPMENT POLICIES FOR WOMEN
India would be ensured dignity and justice- social,
economic and political. Since the 1950s, when development planning
first came on the international spotlight, a number
The countrys concern in safeguarding the
of approaches, having different effects on women,
rights and privilege of women found its best
have been tried. They are as follows: 1] Welfare:
expressions in the constitutions of India, covering
This was the earliest approach. It dominated
fundamental rights and the directive principles
from 1950 to 1970 and is still widely used. Its
of the state policy. Articles 14, 15, 15[3], 16, 39,
main purpose was to enable women to be better
42, 51 [A] [e] contain various types of provisions
mothers influencing their role in the society.2]
for equal rights and opportunities for women
Equity: This was the original approach of women
and eliminate discrimination against women in
in development and was utilized during the decade
different spheres of life. The Constitution [73 and
for women 1975-85. Women were seen as active
74 amendments] act 1992 provides that not less
participants in the development process. 3] Anti-
than one third [including the number of seats
Poverty: It aimed at increasing the productivity of
reserved for schedule caste and schedule tribe] of
poor women and saw their poverty as a problem
the total number of seats reserved for women. To
of underdevelopment, not of subordination. 4]
make this de-jure equality into a de-facto on, many
Efficiency: This is the most prevalent approach
policies and programs were put into action from
used today. Its aim is to ensure that development
time to time, besides enacting/enforcing special
is efficient and effective. 5] Empowerment: An
legislations, in favor of women. Apart from the
approach articulated by third World feminists
constructional provisions, a large number of laws
since the mid-1980s. It aims at empowering
have been enacted to protect the Human Rights
women through grater self- reliance and sees
for women. The important policies which have vital
womens oppression as stemming not only from
implications for the women are National Policy for
male patriarchal attitudes but also from colonial
Empowerment of Women 2001 and other relating
and neo-colonial oppression.
to population, health, sanitation, water, housing,
credit, science and technology and media etc. Since Legislative Support for Women
women empowerment is a global issue, UNO has
The Government has given greater focus
also expressed concern in the matter. The charter
to issues relating to women through creation of
of the United Nations declare equal dignity and
an independent Ministry of Women and Child
worth of human person- all types of human rights,
Development, initiation of legislation that has
civil, political, economic, social and cultural. In
taken the country closer to complete legal equality
1993, the Vienna Declaration and program of action
for women, gender budgeting and initiation of
proclaimed the rights of women and girl child as
programs for greater inclusion of women in all
Inalienable, integral and indivisible part-priority
walks of life.
objective of the International community. The
National commission for Women made a number The Government has so far passed/amended
of recommendations for changes and removal five women specific legislations viz [i] The Immoral
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12 Kurukshetra September 2011
Girls Education: 2,180 residential Kasturba role and activities viz; safeguarding womens
Gandhi Balika Vidyalaya schools have been rights through investigations into the individual
sanctioned and are providing elementary complaints of atrocities, sexual harassment of
education to 1,82,000 out of school girls. Gaun women at work place, conducting Parivarik/
Ki Beti, Kisori Balika Divas Yojana, Ladli Laksmi Mahila Lok Adalats, legal awareness programs/
Yojana, Cycle Praday Yojana, are the programs run camps, review of both women specific and women
by the Government for empowering the girls in related legislations, investigates into individual
India. complaints, atrocities, harassment, denial of rights
etc.
Gender inequality: The principle of gender
equality and protection of womens right has Milestones and Challenges
been receiving attention from the days of
independence. Accordingly, the concern of [1] Convergence of service delivery at
the country in safeguarding the rights and the village levels: There are two main programs in the
privilege of women found its best expression in Department of Women and Child Development,
the constitution of India. While article 14 confers which aim at convergence of services delivery
equal rights and opportunities on men and women at the village level, namely, Integrated Child
in the political, economic and social activities Development Scheme (ICDS) and Integrated
without any discrimination on the grounds of sex, Womens Empowerment Program (IWEP). The ICDS
religion, race, caste etc. Article 15 (3) empowers network through Anganwadi Centres reaches 85
the State to make affirmative discrimination in per cent of the villages and hamlets in the country.
favor of women. Similarly Article 16 provides an The IWEP (erstwhile Indira Mahila Yojana) which
equality of opportunities in the matter of public extends to 650 Blocks operates through the self-
appointments for all citizens, yet, another Article Help-Groups of women. Both these programs can
39 mentions that the State shall direct its policy be effective vehicles for the implementation of the
towards providing men and women equally, the National Population Policy. It is, therefore, critical
right to means of livelihood and equal pay for that both the schemes are universalized.
equal work. Article 42 directs the State to make [2] Nutrition: The Supplementary Nutrition
provisions for ensuring just and humane conditions provided under the ICDS Scheme is one of the most
of work and maternity relief. Article 51 (A) (e) vital components under Basic Minimum Service
imposes a fundamental duty on every citizen to Program aimed at eradication of the menace of
renounce the practices derogatory to the dignity malnutrition of children and women. The success
of women. To make this de jure equality into a de of the program, however, depends largely on
facto one, special legislations have been enacted adequate provision of funds to the States and UTs.
from time to time in support of women. An Action plan needs to be drawn up for taking
On 8 March 1996, on the occasion of up nutrition in a mission mode to cover infants,
International Womens Day, the parliament adolescent girls, pregnant and lactating mothers
passed resolution to set up a Standing Committee - the three critical links in the inter-generational
for the Improvement of the Status of Women cycle of malnutrition. One intervention that has
in India and the Committee on Empowerment of successfully worked in improving nutrition levels
Women was constituted in April 1997. National as well as impacting favorably on retention of
Commission for Women [NCW] a statuary body children in schools is the mid-day meal scheme.
set up in 1992, safeguards the rights and interests This has shown positive results in programs like
of women. It continues to pursue its mandated TINP and needs to be replicated widely.
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14 Kurukshetra September 2011
[9] Participation in Political Life:
For empowerment, women need to have
a voice in decision making and planning
through adequate representation.
Reservation of women in the rural
and urban local bodies had enabled
representation of nearly a million
women at the grassroots who play a very
important catalytic role in transforming
the society. Similar representation in
State Legislature and Parliament would
further strengthen the process of
empowerment of women.
[10] Sustained Media Campaign.
One of the most effective interventions
that can take place to address the issues Organizing women into self-help groups marks
of attitude and mind sets of men and women of the beginning of a major process of empowering
the community and also of the functionaries of the women by strengthening their capacity for
government - the bureaucracy, police and judiciary collective decision making and entrepreneurship
is media campaigns. A sustained campaign through development. Gender sensitization training has
the print, electronic and folk media is necessary been developed to initiate the task of attitude
on various issues related to empowerment of change within male-dominated extension and
women, health and nutrition, laws, value of the research bureaucracies and donor agencies.
girl child, violence against women etc.
Conclusion
Non-governmental organizations, community-
based organizations and self help groups can be Indisputably, India is committed to the cause
very effective in the process of empowerment of empowerment of women. However, the journey
through participatory communication. towards progress is long and arduous. India has
Participatory communication can help women witnessed great change in the last two decades.
to change their attitudes, behaviors and styles
Age old prejudices and gender based biases are
of communication. Empowerment is a complex
giving way to gender equality and harmonious
term and may be measured in terms of womens
freedom to shape their lives, their control over development. Policies to raise womens age at
resources, their access to basic facilities, their marriage, enhance their educations and open
level of political participation, their ability to take greater employment opportunities will also help
their own decisions and their ability to remove to empower them, at least in some respects. Our
hindrances in their path to progress. Self-help goal is to cause policy, institutional and individual
groups of women have been found to be very change that will improve the lives of women and
effective grassroots institutions in facilitating
girls everywhere.
access for women to means of development be
it information, financial and material resources (The author is Ph.D Student of Dept.
or services. The self-help group mode should be of Agricultural Communication, College of
encouraged, so that the groups become dynamic Agriculture, G. B. Pant University of Agriculture
change agents in bringing about empowerment & Technology, Pantnagar 263145 Uttarakhand,
and socio-economic development of women. e-mail : sharmaarpita35@gmail.com )
The emergence of rural women entrepreneurs in India depends upon closely interlinked economic,
education, social, cultural, religious, psychological and institutional variables. These variables
ultimately account for influencing and moulding the attitude of rural women towards business and
industry. With the introduction of innovative methods and scientific management under the patronage
of the state, rural women entrepreneurs can be expected to be successful in future. The rural women
may be mobilized and may lead to the nation towards the path of progress and prosperity. Thus,
rural women by all means can be very effective agents of change for better homes, better society and
ultimately for robust economy in the present global scenario.
T
he entrepreneur stands at the centre of the of supply and to assemble the necessary plant and
whole process of economic development equipment, management and labour force and
who locates idea and puts them into reorganize them into a running concern.
practice. Thus, an entrepreneur is an economic
The phenomenon of women entrepreneurship
leader who possesses the ability to recognize
is largely confined to metropolitan cities and big
opportunities for the successful introduction of
towns in India. Most of the women entrepreneurs
new commodities, new techniques, new sources
operate small scale units. However, women
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18 Kurukshetra September 2011
Challenges Faced by Rural Women The womens groups act as change agents while
Entrepreneurs drawing strength from the project. ICT has played
a crucial role in facilitating this change. Another
There is a discrimination against rural women important aspect of the project is that it replaces the
in all walks of life despite the provision of their traditional form of governance and its accompanying
constitutional guarantees. The traditional attitude deficiencies with a modern, more open, transparent
of our society does not encourage women to utilize and responsive service delivery system.
their human potentials fully. They are not ranked
according to their capacity to do particular job due The e-Seva centres run on a district portal
to sex, caste and kinship. The major challenges that allows access to various citizen centric
faced by the rural women entrepreneurs are services. These services range from the issuance
Illiteracy, lack of vital information, fear to take risks, of various certificates to getting information about
lack of experience and training, feeling of insecurity, programmes and also go to the extent of allowing
rampant corruption, lack of infrastructure lack of citizens to network with each other for mutually
finance etc. In addition, there are structural constrains beneficial transactions. Citizens can file grievances
in the form of inequality, limited purchasing power, at these centres. Every grievance is acknowledged
condemnation by local elite, etc. They have also to and transferred online for field action. They can
face competition from the urban entrepreneurs who also publicized their projects and goods through the
make more attractive and cheaper products due to portal for online auctions.
modern technology and commercial production.
Even a marriage bureau has been operationalised
A Case Study of e-Seva Project so that prospective brides/grooms can place their
bio-data online to attract suitable offers, thus making
The need to strengthen businesses owned the search for life partners easier and more cost-
by women in rural areas and to facilitate the entry effective. Through the portal, the centers expect to
of Small Medium and Micro Enterprises has been provide a virtual meeting place for the citizens to
reinforced manifold in the recent years. To encourage discuss issues relating to their districts/villages, their
the use of information technology in business, problems and prospective solutions(http://www.
thereby increasing sales and profit; to help farmers, westgodavari.org)
market women, small/medium scale entrepreneurs
and exporters find buyers for their products in their The emergence of rural women entrepreneurs
community and other countries with our efficient up- in India depends upon closely interlinked economic,
to-date internet portal; to help buyers and importers education, social, cultural, religious, psychological
find sellers of products and guarantees the quality of and institutional variables. These variables ultimately
this product through our quality control centre. account for influencing and moulding the attitude
of rural women towards business and industry.
The project e-Seva (e-services) in the district of
With the introduction of innovative methods and
West Godavari, in the province of Andhra Pradesh
scientific management under the patronage of the
in India, was initiated as a tool to introduce ICT in
state, rural women entrepreneurs can be expected
the rural areas, especially to women. Using ICT,
to be successful in future. The rural women may be
the project provides these people with access to
mobilized and may lead to the nation towards the
various C2C (citizen-to-citizen) and C2G (citizen-to-
path of progress and prosperity. Thus, rural women
government) services. Web-enabled rural kiosks
by all means can be very effective agents of change
termed e-Seva centres, have been established at the
for better homes, better society and ultimately for
mandal (a sub district unit of administration) level. A
robust economy in the present global scenario.
unique feature about these centres is that they are
run and managed by women from self-help groups, (The author is Associate Professor, Womens
positioning them as information leaders, and helping College, A.M.U. Aligarh-202002, e-mail :
to bridge the gender divide. bbmansuri@yahoo.com.)
T
he age-old bias against women in our society In the largely tribal society of Chhattisgarh
is a part of our social-economic and political women are considered equal to menfolk in all
reality as any other tangible feature of our respects. Women and girls live out their lives
life, public and personal. The discrimination that largely unhindered by oppressive social mores,
begins even before birth of a girl-child haunts which perhaps elsewhere remind them that they
her throughout her life as a daughter, a sister, a are fundamentally inferior beings. Yet this age-old
cultural and social values do not exist in a vacuum
wife, a widow and a mother is something which
and often, especially in recent times we see the
continues to trouble those who aspire and work
influence of outsiders, those unfamiliar with the
for a just and equitable society, not to mention the core composition and mores of tribal societies.
girl child and women who face untold miseries, Here it is different and perhaps it is time we learn to
some which are told, addressed but many many celebrate that difference. Attitude which denigrate
others which are borne in quiet desperation, in and lower the worth of women is palpable as tribal
anguish. This is unfortunately the state of affairs mores come into contact with and engage with the
one hears from large parts of the country. What is rest of mainstream society Still the influence is not
it that fundamental flaw in attitude and in the way enough to unseat this fundamental belief of equality
society is made up that upholds this inequality, this between the genders around which our society has
degrading and downsizing of women? It may be evolved.
complicated to understand in all its ramifications Lata Usendi who heads the Mahila Kalyan
but perhaps a study of contrasts would help. department hails from Bastar, home to the Gonds,
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20 Kurukshetra September 2011
Halbas and several other tribes is a woman in They are part of an entire system, carefully
position in her own right. Sumitra Markale MLA and innovatively put together at the level of the
from Kanker in the Assembly is also a high-profile state government with resources from social sector
woman in a position of responsibility. Arguably, you organisations, a kind of privatepublic enterprise,
find women in such positions all across the country. an umbrella body called the State Health Resource
But in Chhattisgarh, there is a difference. Here it is Centre (SHRC) The system is multi-tiered with
not restricted to women who come from privileged trainers and supervisors at every level from the head
or cushioned backgrounds who have made it to such operations at Raipur to each district, panchayat,
positions. Rather it is like a running thread in society, ward, village and paara. Yet it can be said that the
singular reason for the success of this massive and
which makes them access resources and leverage
laudable initiative is the dedication of these village
opportunities, no matter which level of society or
women, very often from tribal communities who
segment they happen to hail from. The sense of
undertake this work, on a voluntary basis, completely
discrimination, even fear, of fighting the odds to
free of charge.
make it in a mans world that characterizes many
a successful womans journey in any field is not the What is equally laudable and indeed heartening
storyline here. is the social acceptability of the Mitanins by first
their family and village community. Their work
Closer to the ground, in Kanker, the President does not invite the disapproval much less the ire
of the Nagar Palika is a woman, Bela Lalit Thakur. of menfolk in the family. Instead, they go about
Across the country, one hears of how women in freely, managing their time between their domestic
local governance are mere puppets pirouette by duties and this health work. It gives them a sense of
their menfolk in their family. Sordid stories of Pati identity, of worth in society. This itself speaks a lot
Sarpanch who call the shots in all matters related to for the enabling environment, is a reflection of the
his wifes position and discharge of duties. Bela Lalit tribal mind-set and social mores.
Thakur laughs as she totally refutes this allegation, There are immense societal benefits accruing
even a suggestion of it. I run the affairs of the Nagar from this. The system of institutional deliveries,
Palika on my own terms, my judgment. There is no which provides for a fixed amount to be paid to the
question of seeking or abiding by directions from the woman and her family members as an incentive has
menfolk in my family in this area. received a huge fillip with the intervention of the
Mitanin. She goads and cajoles them, knowing the
Perhaps this is the philosophy, the mind-set
local mind-set as well as the benefits of institutional
that has made it possible for Chhattisgarh as a state
deliveries. Underlying her efforts is acceptability
to establish a wide network of health workers called
within the village community, a trust in what she is
the Mitanin, which makes available the rudimentary
saying, and the way she is pointing to them.
medical aid as well as the basic medicines for common
ailments in rural areas. These women drawn from We all need to learn from this. We need to
the villages itself are given the basic training and a move beyond pre-conceived notion of womanhood,
medical kit to detect and distribute largely Over- of merely refuting patriarchal and discriminatory
the-Counter medicines to arrest infections, stomach attitudes to a more holistic view. . Yes the equality of
upsets, fevers and treat small injuries of the people the genders is the first and most fundamental step
but we equally need to recognise the dedication,
in the allotted paara or sub-village. They are also
energy and often unique combination of social skills
given the task of taking care of pregnant women in
that makes a woman successful. There is no doubt
the village by providing them nutritious ready-to-
that given even a sliver that opportunity, they will
eat items and khichdi to little children. They play a
continue to do wonders in their homes, the fields, in
crucial role in the administration of polio drops. Apart industry, in their professions and be equal partners
from this first-aid role, there a system of referrals, in the progress of our society and this nation.
for serious cases in the village beyond their ambit of
operations. (Charkha Features)
The article maps the initiative of dry toilets conversion and rehabilitation of manual scavengers in Badaun
district and the scope of scaling up in other parts of country. The strategy of Dalia Jalao has invigorated the
suppressed agency of manual scavengers and could be promoted as counter-hegemony strategy.
M
anual scavenging seems to be a thing of locate the foci of intervention and embark on the
past. But the hard reality is that even in path of eradicating manual scavenging. District
the third millennium India, the inhuman Badaun differs.
practice of cleaning and carrying human excreta
exists. Can there be any parallel to this worst form of district Badaun in western Uttar Pradesh (India)
human rights violation? Can there be any justification provides an opportunity to engage and experience
for any further leverage to this inhuman practice? the process of eradicating manual scavenging and
But either the complacency or the concoction of data rehabilitating manual scavengers. This empirical study
are the proven tactics of the authorities to absolve attempted to analyze the issues and strategies in dry
themselves of being party to this crime against toilets conversion and subsequent rehabilitation of
humanity. Few dare to differ, acknowledge the manual scavengers. It also endeavoured to delineate
pervasiveness of the practice of manual scavenging, the experiences, encounters and aspirations of the
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22 Kurukshetra September 2011
liberated manual scavengers and scope of scaling up and in Uttar Pradesh only the figures increased to
the process in other districts. Rapid Rural Appraisal 213975 (an addition of almost 65000) [MoSJ&E,
(RRA) was done to capture the initiative. 2006]. Furthermore, MoSJ&E data for 2009 on Self-
Employment Scheme for Rehabilitation of Manual
Uttar Pradesh, Badaun and Balmiki
Scavengers revealed that at all India level the
Community
total population of manual scavenger was 117090
The state of Uttar Pradesh has first place and of these 43909 were trained and 69177 were
in terms of absolute number of Scheduled provided loan facility. In Uttar Pradesh the figures
Caste population in India. The Scheduled Castes tripped to 9426 manual scavengers. The Safai
constituted 21.15% and 17.1% population of Uttar Karamchari Andolan (SKA) had kept on rebuffing
Pradesh and district Badaun respectively (Census, the government estimates and to their estimate in
2001). There are sixty-six SC communities in Uttar year 2006 there could be more than 12 lakh manual
Pradesh and among them the highest percentage scavengers in the country (Report to Working
is that of Jatava (56.3%) followed by that of Pasi
Group on Safai Karamcharis XI Plan). Interestingly,
(15.9%), Dhobi (5.85%), Kori (5.67%) and Balmiki
the Safai Karamchari Andolans recently released
(3.51%) [Kapadia, 2001]. The Balmiki community
nation-wide survey titled Truth in Numbers found
is also known as Lalbegi, Mehtar, Halalghor.
only 11400 people engaged in manual scavenging
The ethnographic inventory, People of India
(The Hindu, 21 December 2010).
Project, provides that the Balmikis served other
communities on the basis of generational contracts Eradiating Manual Scavenging: The Badaun
(Jajmani system) against payments in cash and Model
kind of various nature as sweepers and scavengers
(Singh, 1992). Realizing the reality of manual scavenging,
the district administration in Badaun instead of
Manual Scavenging: The Brutal Reality complacency, attempted to eradicate it. Accordingly
There is no denying the fact that the practice the initiative to convert dry toilets and liberate
of manual scavenging is the worst possible manual scavengers started in a mission mode
violation of the individuals right to life with dignity. (abhyan). In consequence, the process of dry
The prevalence of both dry toilets and manual toilets conversion and rehabilitation of manual
scavenging violates section 3(1) of The Employment scavengers progressed from 78 priority villages
of Manual Scavengers & Construction of Dry Latrines indentified in first phase to 247 villages in fourth
(Prohibition) Act 1993 which clearly states that no phase that too in a short span of five months from
person will engage in or employ manually to carry July 2010 to November 2010. A total of 21536 dry
human excreta or construct or maintain dry latrine. toilets were converted to pour flush latrines and
It also violates honourable Supreme Court ruling as many as 437 manual scavengers were rescued
in 2003 [Writ Petition (Civil) No. 583/2003 Safai and rehabilitated through government schemes
Karamchari Andolan and 14 Other Organisations and programmes. As many as in 76 villages, there
Vs. Union of India and Others]. According to the is a complete conversion from Dry Toilets to Pour
official statistics of the Ministry of Social Justice Flush Latrines and the drive is in progress. The
and Empowerment (MoSJ&E) in year 2001-2002 process of dry toilets conversion and the rescue
there were 676009 manual scavengers in the and rehabilitation of manual scavengers in Badaun
country with highest numbers in Uttar Pradesh district involved multi-pronged approach. The field
149202 followed by Madhya Pradesh (80072) and visits entailed an enriching journey into the lived
Maharashtra (64785). Further the resurvey resulted experiences of manual scavengers and issues in
in total population of 770338 manual scavengers eradicating manual scavenging at all India level.
24
24 Kurukshetra September 2011
NEW DEFINITION of POVERTY
Dr. Shahin Razi
M
ass poverty is one of the major critical Initially, India adopted a development strategy
problems confronting planners in India. which was based on the trickle down concept.
Poverty can be defined as a social Then the government realized the need for direct
phenomenon in which a section of the society is intervention in favour of the poor, since that
unable to fulfill even its basic necessities of life. development strategy failed to meet the basic
needs of millions of the rural poor. Consequently,
In India poverty is mainly a rural problem. the government embarked on the preparation and
More than 65 percent of the countrys population implementation of comprehensive and coherent
lives in rural areas and about 193 million rural antipoverty programmes.
people are poor and every three of the four
people in India survive on less than US $ 1 a day The Planning Commissions new definition
and they live in rural areas. For more than 15 of poverty, based on the recommendations of the
percent of rural poor people, poverty is a chronic Suresh Tendulkar Committee, has now fixed a cut
condition. Agricultural wage earners, small and off of Rs. 675 and Rs. 870 as the monthly per head
marginal farmers and casual workers engaged in expenditure in rural and urban areas respectively for
a family to qualify as poor.
non-agricultural activities, constitute the bulk of
the rural poor. Such a high incidence of poverty The traditional method of defining poverty was
is a matter of concern in view of the fact that based on how many calories people consumed. Going
poverty eradication has been one of the major by the new definition, the Planning Commission has
objectives of the development planning process. estimated that nearly 37 percent of the countrys
HOW THE CENTRE WILL IDENTIFY BPL = Households with only one room, with kutcha
FAMILIES IN RURAL AREAS. walls and kutcha roof.
AUTOMATIC INCLUSIONS = Households with no member aged between 16
and 59.
(Households almost certain to fall within the
Rs. 675 cutoff) = Women-headed households lacking any male
between 16 and 59.
= Primitive tribal groups
= Households with at least one disabled member
= Those living on alms
and no able-bodied adult.
= The homeless
= Scheduled Caste or Scheduled Tribe families.
= Manual scavengers
= Households with no literate adult aged
= Released bonded labourers above 25.
AUTOMATIC EXCLUSIONS = Landless households earning major part of their
(Households with per head expenditures almost income from manual casual labour.
certainly above Rs. 675 a month) The housing and urban poverty alleviation
= Families with assets such as mechanized farm ministry has not yet prepared the criteria to identify
equipment, motorized boats and vehicles, Kisan the urban poor, but they are likely to be based on
Credit Cards with Credit Limit of Rs. 50,000 or residential, occupational and social vulnerabilities.
more. The BPL benefits under central welfare schemes
= Families of government employees (but not will be confined to 37 percent people as estimated
those of incentive and other honorarium-based by the Planning Commission. The states are free to
workers) increase the number of the BPL people above this
estimate. For the additional BPL card holders, the
= Those with landline phones or refrigerators
state concerned will provide whatever assistance it
= Households where any member earns more wants.
than Rs. 10,000 a month.
According to the plan panel, the new definition of
= Households owning 2.5 acres or more of irrigated poverty, based on the recommendations of the Suresh
land with at least one irrigation equipment. Tendulkar committee, is the most rational one.
26
26 Kurukshetra September 2011
The previous definition was based on the work CONCLUSION :
of a 1973 committee that suggested that people
Eradication of poverty in India is a long-term goal.
consuming less than 2,400 calories in rural areas,
It is incorrect to say that all the poverty eradication
and 2,100 in urban areas, should be included in the
programmes have failed because the growth of
BPL category. The estimate based on the old method
the middle class people indicates that economic
was not correct. Under that method, poverty in
prosperity has indeed been very impressive in India,
urban areas was coming out to be higher than that
but at the same time, the distribution of wealth is not
in rural areas.
at all even across the country. Poverty eradication
The Tendulkar Committee took into account is expected to make better progress in the coming
criteria such as per head expenditure on food, health years than in the past due to the increasing stress on
and education, as well as calorie consumption. education, reservation of seats in government jobs
According to it, the correct calorie cutoffs should and the increasing empowerment of women which
be 1,950 and 1,800 in rural and urban areas, have contributed much to the eradication of poverty
respectively. in India. According to Nicholas Stern, Vice-President
of the World Bank, increasing globalization and
Another committee, headed by N. C. Saxena,
investment opportunities contribute significantly
had said in 2009 that about half of all Indians are poor,
to the reduction of poverty in India which would
while a similar committee under Arjun Sengupta had
increase rise in per-capita income and accelerate
in 2007 estimated that poor and vulnerable people
economic development of our people.
made up 77 percent of the population.
(The author is Reader, P.G. Department
The World Bank has prescribed norms under of Economics and Dean of the Faculty of Arts,
which those living on less than $1.25 a day (Rs. 56 a Jamshedpur Womens College, Jamshedpur,
day or Rs. 1,680 a month) should be considered poor. e-mail : shahin.razi@gmail.com)
T
he provision of drinking water supply is an of the mammoth rural population to adequate
imperative need of the society. Ensuring potable drinking water at a convenient location
adequate and effective supply of drinking at all times is truly a daunting task. Thus it is not
water in rural areas is one such important without good reason that a national water supply
priority area and was thus incorporated as one and sanitationprogrammewas introduced in the
of the six key components of Bharat Nirman social welfare sector way back in 1954.
programme under the UPA government in
2004. During the Bharat Nirman Phase I Essentially, provision of safe drinking water
period itself, over 55,000 un-covered and about in the rural areas has been the responsibility
3.31 lakh slipped-back habitations were covered of the states. The Accelerated Rural Water
with provisions of drinking water facilities. In SupplyProgrammewas introduced in 1972-73 by
addition over 2 lakh quality-affected habitations the Government to assist the states and Union
were to be addressed for water quality problem. Territories to accelerate the pace of coverage of
drinking water supply. The entireprogrammewas
The Planning Commission documents say, given a mission approach and the ambitious project
the national goal of achieving universal access was named the National Drinking Water Mission
28
28 Kurukshetra September 2011
(NDWM) in 1986. This National Drinking Water Rural Water Supply Programme or the Rajiv
Mission was renamed as Rajiv Gandhi National Gandhi National Drinking Water Mission and
Drinking Water Mission which principally works on the Rural Sanitation Programme implemented
the premise of community based demand driven simultaneously would help break the circle of
approach instead of the traditional forced supply disease, morbidity and poor health, resulting from
driven approach. Actually, a paradigm shift in the water borne diseases.
scheme was brought after a nationwide survey
Thus, the rural drinking water supply turned
conducted in 1996-97 which revealed that even
into a mission with greater involvement of various
poorest of the poorwerewilling to participate in
agencies. Certain institutional arrangements were
the implementation of theprogrammes, and also
worked out and agencies identified in certain areas
contribute towards operation and maintenance of
like the state level water land
the scheme for drinking water.
sanitation mission (SWSM),
Experts also maintained
the objective of supplying which is responsible for policy
that the principle of graded safe drinking water guidelines and implementation
contribution from among the of the Project. Thencomesthe
would not be achieved
villagers and the poorer sections district water and sanitation
of the society would also unless the sanitary committee (DWSC), which is
inculcate a sense of ownership aspects of water and the responsible for formulation
which in-turn will improve the and management of project
overall functional efficiency of
issueof sanitation are implementation in the district
the system. addressed together and ensuring that the project
development objections are
The project envisages
achieved in the district. There
provision of sustainable water
has also been involvement of Village water and
supply and sanitation facilities to the inhabitants of
sanitationcommitteestoensure sustainable water
the project area with components like installation
Supply in Rural Habitations and Schools.
of water
In order to ensure adequate fund flow for
supplyschemes, utilizing the water efficiently,
uninterrupted works in these projects, it was
dependable sources and thus assuring sustainable
also ensured that the states could enlist external
water supply.
assistance. Accordingly, the World Bank has
Several brainstorming sessions have worked assisted the states in the Integrated Rural Water
over the years in order to improve the efficacy Supply and Sanitation Project. These include the
of the system. It was realised that the objective states of Maharashtra, Karnataka, Tamil Nadu,
of supplying safe drinking water would not be Madhya Pradesh, Kerala, Uttar Pradesh and Andhra
achieved unless the sanitary aspects of water and Pradesh, to name a few.
the issueof sanitation are addressed together.
By the on-ground experience it was also
Thus, the Centrally Sponsored Rural realized that the objective of providing necessary
Sanitation Programme was christened with scientific and technological inputs required to
the overall objective of improving the quality improve the performance, cost effectiveness
of life of the rural people. It was envisaged and management practices of the on-
that the two programmes, the Accelerated goingprogrammeswould not be achieved without
30
30 Kurukshetra September 2011
WASTELAND DEVELOPMENT IN
ANDHRA PRADESH
B. Chandra Sekhar & Prof. K. Govindappa
T
he term Wasteland in common usage means control of Forest Department; which do not have
degraded unutilized, un-cultivated and tree cover can be termed as Forest wasteland.
common land.
Although, there is no common definition of
However, different departments at present wasteland, it is clear that, wastelands are the areas,
define the wasteland according to their land use which are under utilised, and which produce less
pattern. than 20% of its biological productivity. Other areas,
Agricultural land lying fallow for more which are generally included in the wastelands
than two years can be treated as agricultural are, saline and alkaline soils, waterlogged areas,
wasteland. common grazing lands, Panchyat lands, land lying
vacant along railway lines, roads, canals, denuded,
Lands under the control of Revenue department and barren rocky hills, ravine lands, flood plains,
not fit for agriculture lying barren can be termed as land infested with thick weeds, and lands lying
Revenue wasteland. vacant in the towns, cities, and residential
Similarly, the grasslands and lands under the colonies.
32
32 Kurukshetra September 2011
Table . 1
State-wise Wastelands of India
(Area in Sq. Km)
% of
No. of Total Wastelands
Sl. Total Geog. Area of wastelands
State Districts area in districts
No. districts covered to total geog.
Covered covered
Area
Table. 2
Causes of Land Degradation
Area Percentage of total
Causes of Degradation
(million hectors) area
Water erosion 107.12 61.70
Wind erosion 17.79 10.24
Ravines 3.97 2.28
Salt-affected 7.61 4.38
Water logging 8.52 4.90
Mines & Quarry wastes - -
Degraded land due to shifting cultivation 4.91 2.82
Degraded forest lands 19.49 11.22
Special problems 2.73 1.57
Coastal sandy areas 1.46 0.84
Total 173.64 100.00
34
34 Kurukshetra September 2011
Despite more than 70% population in the The linkage between poverty and environmental
rural areas in India being dependent on natural degradation are, however not just governed by
resources, the relationship between wastelands and the physical limits of eco systems, but rather, by
poverty is seem to be complex. In fact, at state level, the income strategies of the poor. Driven by public
the occurrence of wastelands does not seem to be policies and institutional interventions, economic
connected with the incidence of poverty. Bihar, for and spatial integration of markets occurs and
example, has just 6% wastelands, but, the percentage several new marginal income-earning opportunities
of population below poverty line is 57%. become available in the informal sector of economy.
Consequently, the dependence of poor on the natural
There are another set of states wherein the
resources base will be decreased.
incidence of poverty as well as wastelands both are
equally high. Assam with more than 25% wastelands 4. Programmes for Development of
has got more than 45% population, below poverty wastelands:
line. On the other hand Punjab with 4% wastelands,
DPAP: Drought Prone Area Programme was
has 11% population B.P.L followed by Andhra
the first major programme aimed at
Pradesh, Haryana, Kerala and Gujarat.
land development and soil and moisture
At the district level, the relationship between conservation in drought prone areas. It
incidence of poverty and wastelands has increased was introduced in 1973-74. Anantapur
significantly. Similarly, if we move further to micro district is one among the five districts
(village) level, the relationship still increases. Table selected under DPAP with World Banks
(3) gives the clear picture. financial assistance. Later from the year
Table. 3.1
Wasteland statistics and indicators of poverty and food insecurity In India
Percentage Rural in
Sl. Deficit in food Percentage Rural literacy
State below poverty fracture
No. production wasteland (%) 2001
line index (%)
1 Andhra Pradesh 1.16 18.81 15.92 42.30 55.33
2 Assam 1.29 25.52 45.01 74.60 60.92
3 Bihar 1.55 5.90 56.93 99.20 44.42
4 Chattisgarh 0.42 7.53 44.38 60.00 76.23
5 Gujarat 1.74 21.95 22.18 30.80 58.53
6 Haryana 0.33 8.45 28.02 34.90 64.00
7 Himachal Pradesh 0.76 56.87 30.34 11.80 74.38
8 Karnataka 1.11 10.87 29.88 35.80 60.00
9 Kerala 3.99 3.73 25.76 39.70 90.05
10 Jarkhand 3.70 18.89 62.00 80.00 46.26
11 Madhya Pradesh 1.12 19.31 42.05 57.40 58.10
12 Maharastra 1.27 17.38 37.93 32.40 71.00
13 Orissa 1.13 13.71 49.72 64.60 66.44
14 Punjab 0.16 4.42 11.95 37.70 65.00
15 Rajasthan 1.25 30.87 26.46 56.90 56.00
16 Tamail Nadu 1.18 17.70 32.48 31.40 67.00
17 Uttar Pradesh 0.94 9.40 44.54 84.10 54.00
18 Uttaranchal 0.85 30.27 24.98 70.00 61.00
19 West Bangal 1.18 6.44 40.80 89.90 64.00
36
36 Kurukshetra September 2011
1990-91, has twin objectives of improving 3. High incidence of poverty in rural areas.
agriculture production in rainfed areas and 4. Breakdown of traditional institutions for
to restore ecological balance. managing CPRs (Common Property Resources)
NABARD: In order to channelise greater resources, and failure of new institutions to fill the
for rainfed areas, the watershed vaccum.
development funds was set up in 2000-01 5. Faulty land use practices.
at the National Bank for Agriculture and
Rural Development (NABARD) with corpus As these problems exacerbated, the
fund of Rs. 200 Crores. Andhra Pradesh is consequences are, soil erosion and degradation,
one of the recipient states of this fund for depletion of natural resources increase in extent
of wastelands, threat to ecological security due to
rainfed areas development, on watershed
pressure on forest areas.
basis, through participatory approach.
The following components are suggested to
5. Scenario of wasteland development in
improve the productivity of wastelands.
Anantapur District:
i. Soil and moisture conservation measures
Anantapur District is chronically drought
like bunding, trenching, vegetative barriers,
affected and receives 552 mm of rainfall, and is
and drainage line treatment to check land
situated in rain shadow region. Bulk of rainfall is
degradation.
received from South West monsoon. Failure of South
West monsoon in the district leads to drought. The ii. Planting and sowing of legumes and fodder
total geographical area of the district is 19.13 Lakh ha. species, promotion of agroforestry and dry
The forestland is about 10% of the geographical area. land horticulture, Block plantation for meeting
As per Forest Survey of India, (2005) the area under fuelwood, fodder, demands, Strip plantations
canopy is hardly 2.16%. Area wise, it is biggest district along roads, canal banks, will improve biomass
in Andhra Pradesh. 90% of the agricultural area is productivity.
under rainfed condition. Irrigation is through bore
wells and Thungabhadra Project (High Level Canal) N.R.E.G.S: (National Rural Employment Guarantee
covers an area of 51.771 ha. in 157 villages. Scheme). Apart from the land based
programmes explained above; NREGS
Drought has been a recurring phenomenon
is launched in the district during the
in Anantapur district. The adverse effect of drought is
year 2006, as per the National Rural
felt not only on human beings, animal population but
Employment Guarantee Act (2005). The
also on ground water table, drinking water, crop, and
main objective of the programme is to
fodder production. The situation has led to spreading
provide 100 days of employment per each
of large chunks of lands to become barren and
family, in a financial year in rural areas.
unproductive. Nearly 16.90% of the total geographical
80% of the funds are earmarked for land-
area is classified as wasteland, as per NRSA. .
based programmes like soil and moisture
Inspite of all the programmes aiming at land conservation, water harvesting, and
development through soil and moisture conservation development of wastelands, and CPRs,
and localized water harvesting, the following problems creation of durable assets in rural areas.
of wastelands still persist.
(The first author is Divisional Forest Officer,
1. Increase in biotic pressure. DWMA, Anantapur, and the second author is
2. Absence of adequate investments and Professor in S.K.University, Anantapur, e-mail :
appropriate management. dfosekharb@gmail.com.)
T
he Union Cabinet has approved extension of 29.70 crore, for 2012-13 is Rs. 74.25 crore, for
the Rashtriya Swasthya Bima Yojana(RSBY) 2013-14 is Rs. 148.50 crore and 2014-15 is Rs.
to all the registered domestic workers in 297crore.
the country recently. The scheme is expected to
Domestic work forms one of the largest
cover approximately 47.50lakhdomestic workers
sectors of female employment in the urban
in the country.
areas. Domestic workers are unorganized and
The Scheme envisages smart card based the sector remains unregulated and unprotected
cashless health insurance cover up to Rs. 30,000/- in by labour laws. These workers come from
any empanelled hospital anywhere in the country. vulnerable communities and backward areas. Most
The funds will be allocated from the National of these are poor, vulnerable, illiterate, unskilled
Social Security Fund for Unorganised Workers. and do not understand the urbanlabourmarket.
The premium will be shared by the Central and
The RSBY provides for smart card based cashless
State Governments in the ratio of 75:25. In case
health insurance cover of Rs.30,000/- per annum to
of States in NE Regional and J&K the ratio is
BPL workers (a unit of five) inunorganisedsector
90:10. The estimated expenditure to be borne
is presently being implemented in 25 States / UTs.
by the Government for the year 2011-12 is Rs.
38
38 Kurukshetra September 2011
The scheme has since been extended to building sexual harassment at workplace, victimization
and other construction workers registered with at the hands of traffickers/ placement agencies,
Welfare Boards constituted under the Building forced migration, lack of welfare measures (such
and Other Construction Workers (Regulation of as health insurance, maternity protection, old age
Employment and Conditions of Service) Act 1996, security), and lack of skills development resulting
street vendors,beediworkersand such MNREGA in stagnation and no career growth.
workers who have worked for more than 15 days
Looking at the vulnerable nature of the
during the preceding year.
domestic workers, the Ministry of Labour &
Domestic Workers Employment constituted a Task Force to evolve
a policy frame work on Domestic Workers in the
Domestic work forms one of the largest
context of regulatory mechanism and for providing
sectors of female employment in the urban
social security. The Task Force in its Report has,
areas. Domestic workers are unorganized and
inter-alia, recommended extension of the welfare
the sector remains unregulated and unprotected
schemes to the domestic workers including:
by labour laws. This is largely because the
health and maternity benefits, death and disability
domestic workers undertake work in private
benefits, and old age benefits. The Task Force
homes rather than in commercial establishments.
defined the domestic workers as follows:
They work in appalling conditions, with no
coverage under the existing welfare measures Domestic Worker means, a person who is
and schemes for social security, old age pension, employed for remuneration whether in cash or
health and maternity protection etc. Domestic kind , in any house hold through any agency or
workers lack organizational strength and voice and directly, either on a temporary basis or permanent,
comprise largely of unskilled women, who enter part time or full time to do the household work
thelabourmarket without any technical skills.As but does not include - any member of the family
per National Sample Survey (NSS) 2004-05, there of an employer.
are about 47.50 lakh domestic workers in the
The State Governments would identify
country. About 30lakhof these workers are urban
domestic workers as those having completed 18
women, making domestic work as the largest
years of age. For the purpose of identification of
female occupation in urban India.
domestic workers, any two of the following criteria
Domestic workers come from vulnerable would be treated as evidence of persons working
communities and backward areas. Most of these as domestic workers:
are poor, vulnerable, illiterate, unskilled and certificate by registered Resident Welfare
do not understand the urban labour market. Association to the effect that a person is
Domestic work is undervalued and poorly working as a domestic worker in the area;
regulated, and many domestic workers remain employer certificate
overworked, underpaid and unprotected. They certificate from a registered trade union
are maltreated, exploited and suffer violence that the concerned person is working as a
and even sexually abused. The main issues that domestic worker;
concern domestic work are: lack of decent wages police verification certificate which certifies
and work conditions, no defined work time, no that the person is working as a domestic
weekly offs, loneliness, violence, abuse, and worker.
SUBSC R I PT I ON COUPON
(For New Membership/Renewal/Change in Address
1 yr. for Rs. 100/- 2 yrs for Rs. 180/- 3 yrs. for Rs. 250/-
40
40 Kurukshetra September 2011
Kurukshetra September 2011 41
41
The Rural Market in India:
Great Opportunities?
Shweta
The concept of Rural Marketing has always income level there are 2.3 million urban households
played an influential role as against 1.6 million households in rural areas. This
in the Indian Economy. gap is only expected to narrow in the coming decade.
Despite the phenomenal Rural Consumptions in India
growth of the urban
Rural Consumption patterns are suggesting a
Indian middle class,
shift from sustenance driven consumption through
over 620 million of the
a near parity between amount of expenditure
population still lives in
on food and non-food items. Moreover, rural
more than half a million
consumption expenditure is growing at nearly
Indian villages, thus
double the rate of urban consumption expenditure
validating Mahatma
growth. The 61st round of the National Sample
Gandhis statement
Survey (NSS) report 2004-05 on consumer
that India lives in her
expenditure in rural and urban areas reveals that
villages. The rural market
the average monthly per capita consumption
is not a separate entity
expenditure (average MPCE) in rural areas to be
in itself and is highly influenced by the sociological
Rs 559, a bit more than half of urban India. The
and behavioral factors operating in the country.
emerging pattern of rural consumption is now
With the rural residents accounting for around
showing a near balance between the amount
627 million it makes up exactly 74.3 percent of the
spent of food items and non-food items. While
total population. This sizeable segment, commonly
food items account for 55 per cent of the total
referred to as the bottom of the pyramid, naturally
presents a huge opportunity for companies. It is,
therefore, interesting to assess the current situation
in rural India, and analyse macro-level patterns and
trends while appreciating the fact that differences
do exist at the micro level.
42
42 Kurukshetra September 2011
Table 1: Distribution of Population in Villages in India
Population (Number) No. of Villages Proportion of Total Villages (%)
Less than 500 people 236,004 37.00
Between 500 and 999 158,124 25.00
Between 1000 and 4999 221,040 35.00
Between 5000 and 9999 15,058 2.00
More than 10,000 3,976 1.00
Total 634,202 100.00
Source: Census of India
Perhaps the most striking factor here is that a big majority (about 62 percent) of villages have a population below
1,000 and only 3 percent of the villages above 5000. Most villages with less than 500 people do not have any shops.
These characteristics point toward the complexities of distribution and logistics management.
consumption expenditure, non-food items like fuel pinpoints on the raw fact that there is vast potential
& light, clothing & footwear, education, medical, for profits in the rural markets. He says, globally
miscellaneous consumer goods, conveyance, other the bottom of the (economic) pyramid consists of 4
consumer services and durable goods accounted for billion people living on less than $2 per day. If we
10, 5, 3, 7, 6, 4, 4 and 3 per cent respectively. Until stop thinking of the poor as victims or as a burden
2000, food consumption expenditure accounted and start recognizing them as value-conscious
62 percent of total consumption expenditure. It is consumers, a whole new world of opportunity will
worth noting that there has not been a fall in the open up. Prahalad suggests that four billion poor can
real expenditure on food, indeed per capita real be the engine of the next round of global trade and
spending on food has grown by over 3 percent. prosperity, and can be a source of innovations. As
At the same time, non-food items registered an urban markets become saturated, more businesses
increase of 17 percent over a period of five years are retooling their marketing strategies, and in many
since 2000. a case their products targeting rural consumers with
tiny incomes but rising aspirations, giving birth to a
new era of rural marketing.
To expand the market by tapping the
countryside, more and more MNCs are foraying into
Indias rural markets. Among those that have made
some headway are Hindustan Lever, ITC, Coca-Cola,
LG Electronics, Britannia, LIC, HDFC Standard Life,
ICICI, Philips, Colgate Palmolive and most of the
Telecom companies.
The importance of the rural market for some
FMCG and durable marketers is underlined by the
fact that the rural market accounts for 55 per cent of
Figure 2: Percentage Distribution of MPCE LIC policies, 70 per cent of toilet soaps, 50 per cent
(Monthly Per Capita Consumer Expenditure) of TV, Fans, Bicycles, Tea , Wrist Watches, Washing
Industries all over the world and particularly soap, Blades, Salt, Tooth Powder and 38 per cent
in India are quickly coming around to view the rural of all Two-Wheelers purchased. Of the two million
poor less as victims or a burden and more as value- plus BSNL connections, 50% is from small towns/
conscious consumers. The future lies with those villages and out of 20 million Rediffmail signups,
companies who see the poor as their customers 60% are from small towns. The gigantic market size
says economist C. K. Prahalad in his book The of rural markets (in Indian Rupees) is self evident
Fortune at the Bottom of the Pyramid. He clearly : FMCG - 6500 Billion, Agri-Inputs - 4500 Billion,
44
44 Kurukshetra September 2011
25000 per annum, but about 14 per cent of in the rural markets in India. The rural consumer
the households have an annual income that remains dynamic and acquisition of wealth has made
exceeds Rs 50000 per annum. him open to new avenues of consumption. In many
= Cultural Diversity and Heterogeneous market: sectors, for example the cellular telecom growth in
The diversity is manifest in a more intense rural segment is becoming increasingly concurrent
manner among the rural segments. It can be to the urban market. However, unlike their urban
said that heterogeneity is the No 1 hallmark counterparts, the position of FMCG MNCs and other
of the rural market-5, 70,000 villages, half a big players is by no way guaranteed in the vast
dozen religion, 33 languages, 1,650 dialects and marketplace of Rural India. The rural markets have
diverse sub-cultures characterize the market. been a battle field with national players like HUL,
Dabur jostling for foothold with regional players like
= Variable Development: There is also a good Ghari and Nirma.
amount of difference between different states
in extent of development. A recent study Recent sector wise trends in the rural
conducted by IMRB provides development market place can be surmised under few
index points for each state, after collecting broad consumption heads:
village-level data on various parameters, such
as availability of health and education facilities, FMCG
availability of public transport, electricity, TV According to figures released by market
transmission, banks, post offices, water supply researcher Nielsen, demand for personal care
and so on. According to the study, while the products grew faster in rural areas than urban areas
average village in India has 33 development during the period January-May 2010. In shampoos,
index points, villages in Kerala had an average rural demand grew by 10.7 per cent in value terms,
of 88 points while those in Bihar had just 22; while in urban markets, it rose by 6.8 per cent.
M.P, Rajasthan and UP were close to Bihar; and Similarly, toothpaste sales grew by 9.1 per cent in
states like Maharashtra, Haryana, Karnataka rural India and by 4.4 per cent in urban markets.
had points ranging between 40 and 50. Several fast moving consumer goods (FMCG)
= Literacy Level: It has been estimated companies such as Godrej Consumer Products, Dabur,
that rural India has literacy rate of 28 Marico and Hindustan Unilever (HUL) have increased
percent for the whole country. The rate is their hiring in rural India and small towns in order
certainly on the low side. However, such to establish a local connect and increase visibility.
statistics do not reveal the whole picture. Swiss FMCG giant, Nestle plans to make further
The adult literacy programmes launched in inroads into the rural markets. The company has
the rural areas are bound to enhance the rural asked its sales team to deliver 6,000 new sales points
literacy rate in the years to come. In absolute every month in rural areas to expand its presence in
numbers, already there are more literate people Indian villages, according to Antonio Helio Waszyk,
in rural India (16.5) in urban India (16 crore). Chairman and Managing Director, Nestle India.
= Lifestyle: By and large, the rural consumers
are marked by a conservative and tradition-
bound lifestyle. But, what is striking today
about this matter is not the basic conservative
characteristic, but the fact that the lifestyle is
undergoing is significant change.
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46 Kurukshetra September 2011
in Karnataka (2009). The surveys, which covered released by the Telecom Regulatory Authority of
3,139 households in the first four years, gathered India (TRAI) show that tele-density in rural India was
information on a wide range of variables including mere 24.29 in March 2010, compared to 119.73 for
access to electricity and television. The incidence of urban areas.
households owning a television is about 50 per cent in
Perhaps the greatest challenge to rural
most villages. However, TV ownership was obviously
marketing is presented by the vast and scattered
low in villages where access to the electricity was low,
nature of the rural market place. About 62 percent
a worrisome indicator for the majority of hinterland
of villages have a population below 1,000 and
villages in States of Bihar, MP, UP and Rajasthan
only 3 percent of the villages above 5000. Most
that have chronic power shortages. Instances of
villages with less than 500 people do not have any
Cable TV ownership is but a fraction of the overall
shops (refer to Table 1) these characteristics point
TV numbers. Lack of TV exposure can be a hindrance
toward the complexities of distribution and logistics
to the more traditional methods of marketing and
management. It is uneconomical to access a large
advertisement. Radio to an extent makes up for the
number of small villages with a very low population
TV lag, since at present Radio transmission is available
density spread over a large geographic area. Factors
to 100 percent of the villages and radio ownerships
such as limited physical access, low density of shops,
remains high. In the wake of liberalised transmission
limited storage facilities, make the tasks of reaching
norms, the next big thing in rural radio could come
rural consumers very complex.
in the form of localised FM channels focused on the
rural sector. Challenges to rural marketing can be
Another area of focus could come in the shape surmised under the so called 4A theory
of the ever expanding rural cellular and telecom namely:
network. India is the fastest growing fastest growing 1. AVAILABILITY of the product: The first
telecommunications industry in the world that is challenge is to ensure availability of the
projected to have 1.159 billion mobile subscribers product or service. Indias 627,000 villages
by 2013. A major chunk of this number is are spread over 3.2 million sq km; 700 million
constituted of the rural consumer. According to the Indians may live in rural areas, finding them
Telecom Regulatory Authority of India (TRAI), there is not easy. However, given the poor state
has been a rise of 18% in use of the mobiles by rural of roads, it is an even greater challenge to
subscribers. Rising from 93.2 million users at the regularly reach products to the far-flung
end of last year, India today has a total of a massive villages. Any serious marketer must strive to
109.7 million rural mobile subscribers. The urban reach at least 13,113 villages with a population
users on the other hand are 282 million in total. With of more than 5,000. Marketers must trade off
more than a 100 million customer base, cellular the distribution cost with incremental market
network has quite understandably opened a great penetration.
new marketing avenue for rural marketing. Mobile
telephony has placed a powerful new empowerment
tool in the hand of the rural consumer, and one
that is much less constrained by the traditional
limits of power and infrastructural shortages.
Numbers however, tell only a part of the whole
story. Telecom availability remains severely
restricted overall. Despite the rapid growth of
mobile telephony in recent years, rural tele-density
(defined as the number of persons per hundred
owning a telephone connection) in India continues
to lag far behind urban rates. The latest figures
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48 Kurukshetra September 2011