A SYNOPSIS ON

“Revitalising Rural Haats in Tribal Areas of

Jharkhand”

ORGANIZATION: State Institute of Rural

Development, Ranchi

SUBMITTED TO

REV.FR. ALEX EKKA

DIRECTOR

XAVIER INSTITUTE OF SOCIAL SERVICE,

RANCHI

SUBMITTED BY: -

SWATI

ROLL NO. – 70, SESSION 2011-13

DEPT. OF RURAL MANAGEMENT,

XAVIER INSTITUTE OF SOCIAL SERVICE

PURULIA ROAD, RANCHI

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APPROVAL SHEET

This is to certify that the synopsis on “Revitalising rural haats

in tribal areas of Jharkhand” has been prepared by Swati in

partial fulfillment of the requirements for the Post Graduate

Diploma Course in Rural Management.

The synopsis has been prepared by the student under the

guidance of Rev. Fr. Alex Ekka, S.J. and is hereby approved

as indicating the proficiency of the candidate.

Rev.Fr. Alex Ekka,S.J.

(Research Guide)

CONTENT

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Pg no.

Introduction of the topic 4. About SIRD 6. Literature Review 8. Significance of the study 10. Objective of the study 11. Research design 11. Research Methodology 13. Tentative chapterization 15. Interview schedule 16. References 22.

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INTRODUCTION OF THE TOPIC

“Rural Haat” means an unregulated market in the rural and tribal areas,

which meets at least once in a week. Besides the sale of agricultural and forest

products and of urban consumer goods, the haats are a socio-cultural event in

the rural areas and these are called the periodic markets. Haats held in Indian

villages are a reflection of the production and consumption pattern of the rural

economy.

Reaching rural markets with products and services is an enormous task

because of the geographical spread of the market and the widely dispersed

population. As the people in rural areas cannot reach the urban area for

purchasing goods and services, so there needs should be addressed properly and

in a good manner but this involves high cost and efforts. Mainly fixed location

retail shops are used to reach the rural consumers. The high cost are incurred by

the marketer due to which alternative channels are used to reach rural

consumers. The alternative channels that marketers use include the haats

(periodic markets), Self-help groups(SHGs), IT-Kiosks, mobile traders, network

marketing/agents etc(Velayudhan 2007). The SHGs and IT-Kiosks are of recent

origin. Mobile traders have been in existence for long but conscious effort at

using them is of recent origin. Some marketers have used the haat for promotion

and sale of products but not as an important channel. The advantage in using the

haats for reaching the products to the consumers is the cost advantage and also

ability to reach the rural consumers of small and remote village. There are a

large number of small villages that do not have fixed location retail shop. Haats

on an average caters to 20-25 villages and therefore haats is an option to reach

consumers in small and remote villages economically.

Haats are a feature of Indian rural market and are the oldest marketing

channels of India. They continue to play a vital role in the rural economy as

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these markets provides people with an opportunity not only to purchase

consumer goods, but also to sell surplus agricultural and allied products. These

haats have developed over a long period of time as there were many small

villages that did not have fixed location retail shops. There are 47000 haats all

over India, catering almost 50percent of rural population. Each haat caters to the

need of a minimum of 10 to a maximum of 50 villages drawing around 4000

persons who comes to buy and sell a range of daily necessities and services.

ABOUT SIRD

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The State Institute of Rural Development (SIRD)

The State Institute of Rural Development (SIRD), Jharkhand  is the Apex

Institute for Training & Research in Rural Development. The institute is located

on Ratu Road, Hehal, Ranchi, Jharkhand -834009.The Institute was set up by

Ministry of Food, Agriculture, Community Development and Co-operation

(Department of Community Development), Government of India in the year

1954 as “Development Officers Training Institute”, when Community

Development Programmes first started in the country.It is one of the oldest

Institute in India. The Institute was set up to impart training to the Block level

functionaries in the Community Development Programmes from Bihar.After the

bifurcation of Bihar and creation of the Jharkhand State, the Government of

Jharkhand changed the name as “STATE INSTITUTE OF RURAL

DEVELOPMENT” in the year 2002.

SIRD, Jharkhand  provides training and engages in research for Rural Development

SIRD, Jharkhand provides training and engages in research for Rural

Development. SIRD also organizes various training programmes for elected

members of 3-tier PRIs, NGOs and different levels of officials of PR and other

line departments both through in-house and off-campus mode. It also develops

necessary training curriculum for the participants and develops training modules

for various training programmes undertaken in SIRD. It has also undertaken

various case-studies, research programmes and action research projects. Many

seminars, workshops are organized regularly in different fields for the

awareness of people and to motivate them to engage in different schemes of

central government for rural developments. It is expected that all educated

youths from rural areas should focus on the diverse activities of State Institute

of Rural Development (SIRD) by visiting the institute and participating in

different events of training.

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At present, the institute has capacity to train 100 trainees at a time at its south

campus .

This institute works under Rural Development department of the state of

Jharkhand. Apart from this, NIRD, Hyderabad also supports this institute in

developing training skills of the faculties of this institute.

Central Training Institute (CTI), another Government training institute of the

state earlier located in Brambay, Ranchi is now shifted to the old hostel of

SIRD. The main task of this institute is to provide training to the Gram

Panchayat Supervisors, Panchayat Sewaks, Dalpatis etc.

SIRD, Jharkhand also runs IGNOU centre in its Premises, where various

IGNOU Programmes like PGDRD BSW DNHE DECE CNCC CFN CRD are

being conducted. More than 700 students enroll themselves to these courses

every year.

LITERATURE REVIEW

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Singh V. and Bajaj A. ,2012; Role of haats in the development of rural markets:

Haats have gained a lot of importance in the rural market of India, this is an

innovative marketing strategy that has helped in the development of the rural

India. Each stall in the haat creates a brand image and awareness among the

villagers, due to which they purchase the products from haats and many of the

villagers sell their produced items. People who come to purchase items are able

to have touch and feel experience of the products. Rural people are inclined

towards haats , as they can purchase all the day to day items from haats at a very

reasonable price. The most important thing to quote is that, according to Rural

Marketing Association of India report 2011- 98% people visit haats and like to

purchase and sell commodities.

Gopalaswamy T.P. ,2008 ; Rural Marketing: Environment, Problems and

Strategies: Modern agricultural technology has considerably improved

productivity and the disposable incomes of rural population, which has

generated demand for a variety of manufactured consumable and durable goods

and services. This is evidenced by the fact that the value of agricultural inputs

marketed in rural areas in terms of fertilizers, pesticides, insecticides, tractors

and agricultural machinery, seeds and pump sets have crossed a figure of Rs.

12,000 crores per annum. As a consequence, the value of consumption of

consumer softs, like toilet soaps, detergents and cosmetics increased three fold

between 1984 and 1989 to more than Rs.2000 crores per annum. The

establishment of Cooperative Dairy Federations, Oil Seed Growers’ Federation,

Fruits and Vegetables Marketing Societies and corporate investment in agro

processing have opened up a new markets for agricultural and allied products.

In addition the liberlisation policies initiated by the Government have opened

up export markets for processed agricultural products. So, it is obvious that a

study of rural marketing should take into account, not only marketing of

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consumable and durable products to rural areas, but also marketing of rural

production, whether it is agricultural and allied produce or products of rural

artisans and craftsmen.

The focus of literature, mainly written in the post liberalization period, is on

highlighting potential of vast rural market and providing description of a few

cases of commercial organization of rural areas. The literature has

uncritically borrowed theories, framework and concept from the mainstream

marketing discipline, which has shifted the growth of the subject as an

independent field of academic investigation. There is an urgent need to build

a distinctive perspective and a sound theoretical base for rural marketing,

which would create its own concepts, frameworks, theories and body of

knowledge. The issue needs immediate attention of the researcher in rural

marketing.

SIGNIFICANCE OF THE STUDY

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“Haats” or “Periodic Markets” are the oldest unregulated trading institutions of

rural India. Jharkhand has large population of tribals who depend mostly on

haats for their daily needs. Jharkhand has in fact inherited the institutional set-

up of agricultural markets after being its separation from Bihar. It has now to

prepare itself to do a lot for improving the agricultural marketing system in the

state. In the past, the agricultural marketing infrastructure has not kept pace with

the accelerated growth of production. This has resulted in partial success of the

regulation of agricultural markets and also causing a significant post-harvest

losses of agricultural produce. This calls for mobilization of financial resources

particularly for the creation of infrastructural facilities for marketing both at the

wholesale agricultural market level and rural market.

The rural markets are full of challenges because of its characteristics like

illiteracy, distances, vast markets potential, communication, rail and road

transportation, distribution of products and services, understanding consumer

behavior, socio-cultural factors, languages, lack of infrastructural facilities etc.

Knowing Rural Haats is a very difficult task, its spirit, feelings, warmness,

distinctness, shyness, innocence, and beyond that. If marketing / sales men try

to cheat them they feel disgusting and try to make distance from these people.

Next most important point is that marketing men still don’t know real needs of

rural consumers. Designing wrong products, services and poor strategy without

knowing rural India where their own consumer in the villages lives. It is also

difficult to get skilled sales person conversant with rural culture.

OBJECTIVE OF THE STUDY

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To examine the role of haats in the development of rural market.

To look at haats as a viable option for local level marketing scope.

To understand local marketing prospects.

To understand the dynamics of rural markets and utilize them to their

best advantage.

To explore new possibilities of rural marketing in India.

RESEARCH DESIGN

PARAMETERS VARIABLES TOOLSECONOMIC STATUS HOUSEHOLD

INCOME HOUSEHOLD

EXPENDITURE ASSETS OWNED NET SAVINGS

THROUGH INTERVIEW SCHEDULE

EDUCATIONAL STATUS

CHILDREN ENROLLED IN SCHOOLS

NO. OF LITERATES DROPOUTS

THROUGH INTERVIEW SCHEDULE

HEALTH STATUS ACCESS TO MEDICAL FACILITY

REDUCTION IN FREQUENT DISEASES

THROUGH INTERVIEW SCHEDULE

MARKETING STATUS

LOCAL MARKETS AND DISTANCE

PRICING STRUCTURE IN MARKET

TRANSPORT FACILITIES

WAREHOUSE AND COLD STORAGE

MARKET CHAIN INTERMEDIARIES

IN THE MARKET

THROUGH INTERVIEW SCHEDULE AND FGD

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MARKET DEMAND AND MARKET SUPPLY

MAJOR CONSTRAINTS IN MARKETING

PROBLEM S IN INFRASTRUCTURE

PROBLEMS IN PROCESSING

PROBLEMS IN CREDIT LINKAGE

PROBLEMS IN AGRICULTURAL PRACTICES

THROUGH PERSONAL INTERVIEW AND FGD

FINANCIAL VIABILITY

BENEFIT COST RATIO

RETURN ON INVESTMENT

INTERNAL RATE OF RETURNS

THROUGH INTERVIEW SCHEDULE, FGD AND CASE STUDY

RESEARCH METHODOLOGY

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Before the process of research is initiated it needs to be used so as to guide our study/research in the right path. Since the research is to be completed within a time period, the study would require certain datas to be collected which can help us to further carry our study in an effective way.

SOURCES OF DATA COLLECTION

1. PRIMARY SOURCES

Interview schedule:-

Interview schedule will be used to collect a lot of information about an

individual like: Name of the respondents, sex, caste, size of the family,

no. of children in the family(male/female), no. of males in the family, no.

of the females in the family, level of education, occupation, income,

savings, expenditure, size of land, marketing status, major marketing

constraints, financial viability etc. Interview schedule will be used to

obtain data about all the above aspects because all these are first hand

information of an individual which can be obtained from the individual

themselves to get the accurate details.

Observation:-

There are certain loopholes which cannot be addressed by the interview

schedule or PRA tools and techniques .In order to comprehend the

loopholes one must base his study on observation. Observation provides a

perspective of whatever he sees which is otherwise neglected by other

research methods.

PRA tools:-

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PRA tools like seasonality, trend analysis etc. will be used for collecting

the data relevant to the study. Seasonality can be used to know the

occurrence of various crops, occupation etc. in different season. Trend

analysis can be used to know when, how & what are the changes taken

place in the village which will help in making comparison between past

& present status. This method will help in further knowing the market

from the perspective of rural people.

Focused Group Discussion (FGD):-

Focused group discussion will be conducted to collect information about

the awareness level of the people regarding the value of rural marketing.

It also gives information of the marketing trends prevailing in the area

and different products being produced in the area . FGD will be proved as

a relevant method to collect information on above aspects as these are the

aspects influence the society as a whole, thus discussion with a target

group would give an accurate data.

2. Secondary source data collection

Apart from primary sources secondary sources can also be explore for

data collection. Sources are:-

Magazines

Books and Journals

Newspaper and articles

Organization report

TENTATIVE CHAPTERIZATION

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Chapter Topic

1 Introduction Topic of study Nature and relevance of the study Purpose of the study Review of literature

2

Objective of study Methodology of study Research design

3

Details of area and people Location Socio- economic condition Agricultural condition Market Condition

4About the organization

Mission and objectives of the scheme Project undertaken

5 Findings and analysis Tables / charts Summary of findings

6 Observation and conclusions

7 Bibliography

INTERVIEW SCHEDULE

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Village: - Tola: -

Panchayat: - Block: -

Name of the respondent: -

Caste: -

Family composition : -

Sl.no

(1)

Name of the member

(2)

Sex

(3)

Age

(4)

Relation to respondent

(5)

Marital Status

(6)

Educational status

(7)

Occupational status

(8)

1

2

3

4

5

6

7

8

9

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Code for col 4 Code for col 7 Code for col 8Male – M Primary – 1 Employed – EFemale – F Middle – 2 Unemployed – UE

Secondary – 3 Disabled – DisSr. secondary – 4 Child – CGraduate – 5 Self Employed

– SEP.G. – 6 Student – SI.T.I. – 7

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Illiterate – 8

Land Information :-Do you have land? Yes NoIf yes,

Land Total land in Acres IrrigatedUn

irrigated

CultivatedUp land      

Doin (Fertile)      

Non – CultivatedUp land      

Doin (Fertile)      

Share Cropping In      

Out      

Farm Implements & Inputs used : -

Name of the Implement Number Value in Rs.Pumpset    Thresher    Bullock Cart    Improved Plough    Straw Cutter    Latha    Others    

Source of Irrigation :- Do you irrigate your land? Yes No

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If Yes,

Name of the source: - Area: -

Devises used for irrigation: -

Usage of followings: -

Name Area (Acres)Amount (KG/Ltr)

Name of the crop

Improved/HYV Seed      

Chemical Fertilizer      

Insecticide/Pesticide      

Main Problems Faced During Cultivation :

1. Non availability of seed 2. Absence of rainfall

3. Lack of knowledge 4. Lack of labour

5. Non-availability of agri - implements

Cropping pattern : -

Name of CropTotal Production

(Last year)Own

ConsumptionSold out quantity

(Last Year)Price

KHARIF

       

RABI

       

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SUMMER

       

How many cattle you have?

Cow: Ox: Buffalo:

Goats: Others:

Credit Facilities : -o Sources of credit: -

Bank M/Lenders Family

SHG Others

o Purpose of credit: -

Agriculture Animals Illness

Domestic Education Others

o Loan Amount: - . Interest: -

Approx Annual Income in Rupees: -

Approx Annual Savings: -

Marketing

o Where do you sell your product?

Cooperative Middlemen Market

Govt Organization Others

o Source of getting price information: -

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RS. /- @ % P/A

o Do you get the fair price? – Yes No

o Mode of Transportation: -

o Distance from the local market: -

o Problems in marketing: -

o Nearest cold storage and distance: -

o Frequency of market: -

o Regulation of market by: -

o Details of infrastructure facilities and amenities presently available

in the market: -

Sl. No.

Name of the Facility No/Area & Capacity Funded By

A.      

B.      

C.      

D.      

E.      

o Cost of marketing: -

o Any other details: -

o Details of any other group like cooperative or any committee for

marketing assistance: -

o Remarks: -

_________________________________________________

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_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Date: - / /2008 Name: - Signature

REFERENCES

Books and articles

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Gopalaswamy ,T.P. (2008): Rural Marketing: Environment,

Problems and Strategies. Delhi: Vikas Publishing House Pvt Ltd

Singh Vikram and Bajaj Astha. (2012): “Role of Haats in the

Development of Rural Markets ”, IJRFM. (2231-5985): 628-638.

Velayudhan, S.K. (2007).Rural Marketing: Targeting the Non

Urban Consumer (2nd edition).New Delhi.

Arora Pankaj: India: Innovation in Rural Market

Websites

Google.co.in

Dspace.iimk.ac.in

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