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Potentialities and Challenges of Rural Market in Odisha: A Case Analysis

Potentialities and Challenges of Rural Market in Odisha: A Case Analysis w.r.t K.B.K., Odisha. Author: Prof.(Dr.) Joysingha Mishra Abhijeet Singh Abstract: Sustainable Development Goal aims to end poverty in all its forms everywhere by 2030. Almost one third of the population of our country that is more than 1.1 billion are surviving below the poverty line in rural areas. Poverty remains a chronic condition for almost 30 per cent of rural population of India. The incidence of rural poverty has declined somewhat over the past three decades as a result of rural to urban migration. While Odisha has rich in resources but it still in bottom level in the list of development index. Currently Odisha is a rural dominated state with 12.6 Percent in respect to Indian economy. The present paper is attempt to discuss about the rural marketing challenges and scope. THE OBJECTIVES : 1) To understand the rural market and its dimensions in general and Odisha in particular. 2)To study the poverty gap between rural and urban areas in Odisha. 3)To analyse the challenges and scope of rural market in Odisha with case studies. The databases used in this paper is based on secondary data, mainly Census of India, National Sample Survey Organisation and other government published report. The purpose of this paper is to examine the impact of marketing strategies on rural Odisha and shift of multi national corporations concentration towards the Indian rural market. But very often, rural marketing is confused with agricultural marketing, Particular emphasis is placed on the impact of the four A’s principles on the rural economy and its participants namely farmers, landless labourers and marketing intermediaries where the marketing had a positive effect on all these through the creation of vast marketing opportunities. The driving force for this success were generating virtuous cycles in the transition marketing. As these market is observed as a high potential across the world and at the same time the absence of poor marketing policy is identified as a key for the success in the context of India where excessive intervention of private companies like H.U.L, CALVIN CARE, PORTER AND GAMBLE, ITC & Patanjali often resulted in success of rural marketing.