1. Indian Rural Market: A Brief Profile India lives in her villages. As described by Adi Godrej, Chairman , Godrej Group” The rural consumers is discerning and the rural market is vibrant . At the current of growth , it will soon outstrip the urban market. The rural market is no longer sleeping but we are.”
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3. Demographic Environment 1971 1981 1991 2001 Total Population(million) 548.2 683.3 848.3 1026.9 Rural population(million) 524.0 628.8 741.6 Rural population to total population 80.1 76.7 74.3 72.2 (Source :Census 2001)
4. Distribution of Population by Age Group (2001) Age Groups Rural Urban 0-4 11.5 8.9 5-14 25.7 21.8 15-19 9.5 10.6 20-34 23.1 26.8 35-54 19.7 22.5 55+ 10.5 9.4 Total 100 100 Source: Census of India , 2001
5. Education and the Level Demand Lowers levels of education in rural sector (approximately 60 percent of the population lies below the middle education brackets). But change is taking place because the literacy rate in the rural sector has risen 23 percent over the last twenty years. Rural Literacy 1981 1991 2001 % of literates 36 45 59 Source:Census 2001
6. Education in India Education Level Rural Urban Below Primary 31.7 18 Primary but below Middle 29.5 22.9 Middle but below matriculation 16.9 16.3 Matriculation but below Graduates 18.4 29.6 Graduates and Above 3.5 13.2 Source: Census of India , 2001
7. Rural Income Distribution Rural India is generating more than half of the national income.India’s 58% disposable income comes from its rural parts where 41% of the country’s middle class homes are located Source:Rural Network Rao N.J, Marketing Mastermind, Consumers Class Annual Income 1995-96 in % 2006-07 in % Very Rich Above Rs. 2,15,000 0.3 0.9 Consuming Class Rs.45,001-2,15,000 13.5 25.9 Climbers Rs.22,001-45000 31.6 49.0 Aspirants Rs.16,001-22,000 31.2 14.0 Destitute Rs.16,000& Below 23.4 11.1
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9. Annual Per Capita Income 1999-2000 (in Rs) All India Highest Lowest Urban 19,407 34,509(Chandigarh) 12,257 (UP) Rural 9,481 27,256( Chandigarh) 5,704 (Orrisa) Urban & rural 12,128 33,408 ( Chandigarh) 7,123 (orrisa) Source : NSSO
10. Saving pattern Total %of HHs Rural HHs % of Total HHs Urban % of HHs Households(HHs) 192 138 72 54 26 No.of HHs availing banking Services 68 35.5 42 30.1 27 49.5 Source: RBI bulletin 2003
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