A Seminar on Emerging Rural Markets of India was held at Amity Business School, Amity University, Lucknow Campus on January 27, 2011. The seminar was a great success with the dignitaries giving valuable inputs and policy recommendations on the topics concerned. Major highlight of the event was an offer by GM of Dhanuka Agritech for pre-placement as well as summer internship for three students of MBA(G) IInd Semester who gave the presentation during the seminar. The Seminar was divided into three sessions:
I) Understanding existing rural environment,
II) Changing consumption pattern of rural India,
III) Paradigm shift in Rural Marketing strategies.
Maj Gen K.K.Ohri (AVSM Retd), Director General, Amity University, Lucknow Campus discussed about the emerging rural markets of India and the upcoming opportunities for the students in this particular sector. He also deliberated that Rural in India is an untapped market where now companies are moving to expand their current distribution. The welcome address was delivered by Mr. V.P. Sahi, Director, Corporate Resource Centre, Amity University, Lucknow Campus who stressed on the importance of rural sector with respect to the overall sustainable development of economy in a developing country like India. Students from Amity Business School, Lucknow Campus made presentations on the important issues related to Rural Markets of India which was well appreciated by all. The event was organized in media partnership with SME WORLD. The speakers in the first session consisted of a mix of delegates both from the field of academics and industry including Prof. Yashvir Tyagi, Head, Department of Economics, Lucknow University, Prof S.P. Singh, Professor of Agribusiness from Tennessee State University, U.S.A, Mr. Kamal Kumar, GM, Dhanuka Agritech, and Prof. Devashish Das Gupta, IIM Lucknow. Prof S.P. Singh emphasized on developing entrepreneurship to be aligned with developing rural markets. Moreover, the low volumes of rural products, high operating costs, high attrition, and absence of local know how and relationships may also lead to problem in the process. Henceforth, it is essential to make a way out to cope with these odds.
Mr. Kamal Kumar discussed on the upcoming employment opportunities in the rural sector. He also emphasized on role played by Tata Kisan Kendra, Hariyali Kissan Bazaar, E-choupal in developing rural sector. Prof. Devashish Das Gupta elaborated on current environmental scenario including ground water depletion, socio-cultural trends and stated that product awareness is more important than brand awareness. During the second session talks were delivered on the topic “Changing Consumption Pattern in Rural India” by Dr. A.K. Singh, Head, Technology and Business Development, CIMAP, Lucknow, Prof Arvind Mohan, Department of Economics, Lucknow University and Mr. Vikas Sunkad, Senior GM, Coca Cola Inc. Topic for the third session was “Paradigm shift in rural marketing.” Prof. B.K. Bajpai, Chairman, GIRI Institute of Development Studies stressed on the basic issues related to forward and backward linkages in the rural sector. Vote of thanks were delivered by Prof. R.P. Singh, Director, Amity Business School, Lucknow Campus who thanked the delegates and the entire gathering for making the seminar a success as well as proposed an agenda for the future for identifying the emerging rural marketing challenges through multi-disciplinary research based idea generation and discussions.