Strategy for Marketing of Services in Rural Uttar Pradesh

Abstract

India is an agrarian economy and agriculture continues to be the mainstay of the newlineIndian economy. Agriculture remains a significant contributor, as its contribution to newlinethe national Gross Domestic Product is about 18 per cent followed by newlinemanufacturing sector 26.4% of GDP. Around, 58.6 per cent of the Indian newlinepopulation earns its livelihood from agricultural and agricultural-related allied newlineactivities (such as cooperatives, fishing, dairies, etc.) compared to less than 10 per newlinecent dependent on organized services sector, but does not have access to urban newlinefacilities. newline20 newlineStatistics reveal that in developed countries, services account for 75% of jobs and newlinecontribute nearly 70% of GNP. In developing and less developed countries, the newlineshare of services in GNP is generally lower compared to developed countries, but it newlineis growing at a faster speed in the countries like India. 1The service sector, which newlinewas contributing 26.3% of GDP in 1960-61, contributed 34.5% in 1970-71, 49% in newline2001-02, 51.0% in 2002-03, 54.8% in 2007-08, 57% in 2010-11 and 59% in 2011- newline12. newlineSome of the examples of growing urban facilities are: courier services, beauty newlineparlors, and computer education considered specifically for study purposes and newlineadvertising and marketing, research, consultancy, accountancy, medicine, newlineeducation, healthcare and health clubs, and hotel, restaurants, tourism, retailing, ecommerce, newlinetransport, telephone and telecommunication, broadcasting and newlinetelecasting, banking, share and stock broking, postal and employment agencies, newlinecomputer software services and business process outsourcing in general. newlineInformation technology has made the world boundary less, thus widens the scope newlinefor services. newline1 Economic Survey 2011-12 newline21 newlineBut these services have remained as urban facilities not available to rural areas of newlinethe country. To bridge the gap between urban and rural living standard, the former newlinePresident, Dr. A P J Abdul Kalam, has been advocating the concept of PURA newline(Providing Urban amenities in Rural Areas), which he has made the core of his newlineVision