Marketing Rural Industry Products- Experiments and Experiences in Uttar Pradesh

Experiments and Experiences in Uttar Pradesh Kamal Taori S N Singh The onslaught of the modern, expensive advertising techniques especially on television has had a detrimental impact on the already poor marketing structures and systems in the khadi and village industries sector. This paper details the experiences of the Khadi and Village Industries Board, UP, in attempting to introduce a more sophisticated and modern marketing system for the products of rural industry ONE Of the major impediments in rural industrialisation has been the severe constraints of the marketing structure and its approach to the products of rural industry. Despite the compelling socio-economic scenario of the country and the resolve of the present government to encourage rural development through rural industries unless concerted effort is made and serious thought is given to the vital aspect of marketing with its present concept and evolving strategies, designing models to convert it into a buyers' market instead of a sellers' market and linking it with the cause, social marketing objectives arc likely to remain illusive and Utopian. There is a need for an in-depth study of the strategies to be evolved for marketing to PERFORM. Prosumer