Page 284 - DMGT509_RURAL MARKETING

Hitesh Jhanji, Lovely Professional University Unit 15: Marketing of Agricultural Produce

Unit 15: Marketing of Agricultural Produce Notes

CONTENTS
Objectives
Introduction
15.1 Importance of Grama Melas

15.2 Policy Implications
15.3 Sanctioning Authority
15.4 Release of Fund

15.5 Operationalisation and Programme Implementation
15.6 Rural Industry Service Centre
15.7 The Rural Market Scenario
15.8 The Paradigm Shift
15.9 Summary

15.10 Keywords
15.11 Review Questions
15.12 Further Readings

Objectives

After studying this unit, you will be able to:
 Explain the Importance of Grama Melas.
 Discuss the Regulated Markets.
 Describe the Sanctioning Authority.

 Explain the Policy Implications.

Introduction

The detailed analysis takes Mumbai of December 1998 - January 1999 into account with Grama
Shree Mela in Mumbai during the same period. Melas in Mumbai are expected to attract not only
a large number but also various categories of customers. Mumbai also gets a large number of
participants/entrepreneurs from almost all the states in the country.

The role of these melas in marketing the rural goods in the cities is gaining importance over a
period of time. The melas organised under the banner of Grama Shree Mela have created a
degree of awareness among the urban people about the rural products.

15.1 Importance of Grama Melas

These melas have also helped the rural entrepreneurs to acquire competitive strength in the
urban-market. A large number of rural entrepreneurs had an opportunity to interact with the
urban people and understand their tastes so as to improve their production process.

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