Mahatma Gandhi once said “Real India lives in rural villages”.Almost 70
percent of Indian population lives in rural areas.But today’s irony is that
those who feed the nation go to bed without food.
My understanding of rural India is a less developed
countryside where the infrastructure is primitive, houses are of mud or brick
but rarely painted well, the primary source of livelihood is agriculture,
employment opportunities in the organized sector are negligible, eating choices
are restricted to home-cooked simple food, schools are far away, health
facilities are rudimentary and -- importantly -- the youth, while energetic and
ambitious, are to be seen playing cards the whole day.Average income level is
low.Penetration of consumer goods is low as compared to urban areas.Our rural
folks have negligible access to banking services.Teledensity in rural area is
far less than that in urban areas.

Indian GDP is growing consistently at the rate of 7 percent
since 1991.Still our rural areas are underdeveloped.This indicates that fruits
of higher economic growth are being enjoyed by people living in urban areas
only.Rich are getting richer and poor are getting poorer. Indian
marketeers define today’s consumer as a
person with higher disposal income aspiring for better lifestyle and
convenience.But such consumer can be located only in urban area.If this is the fact, higher GDP
numbers are meaningless. What has gone wrong with the rural conusmer?
Primary source of income of rural
consumer is agriculture.Major agricultural land is not irrigated.So there is no
option but to place bets on the arrival of good monsoon.Given the ecological imbalance ,lately monsoon has become
irratic.With the irregular monsoon,agricultural production has gone down. Also
under the name of development ,agricultural land is being procured at throw
away prices.Once agriculture was 50 percent of our GDP.Now it is less than 25
percent.As a consequence,agriculture has become less lucrative option to pursue
as a profession. Urban migration has picked up momentum.Cities are getting more
crowded which is resulting into regional imbalances.
Correction in all the aspects
stated above will improve the income levels and life of people living in the
rural area.Then we can say that Indian GDP growth is all inclusive and Indian
marketeers will stop discriminating between urban and rural consumers.
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