Challenges In Rural Marketing


Our country is endowed with a good degree of ethnic and regional diversity. About three-fourth of the total population resides in the rural areas and majority of them are dependent upon agriculture for their subsistence. Agriculture contributes about 24.7% to the Gross Domestic Product (GDP) of the country. It also contributes about 13.1% to the total Indian exports. This sector provides employment to 58.4% of the country’s workforce and livelihood to more than 650 million people. Despite this fact, the condition of these people has not shown any significant improvement.

The development of the nation largely depends upon the development of the rural population. Mahatma Gandhi had once said: “India’s way is not Europe’s. India is not Calcutta and Bombay. India lives in her several hundreds of villages”.

Rural Market Potential

India is an agro-based economy and the growth of most of the other sectors of economy is driven by rural demand. Urban market is reaching towards the saturation point, thus bringing in and urgent need to focus on rural development. Moreover, more than 70% of India’s population lives in villages and constitutions a big market for industry because of increasing disposal incomes and awareness level.

In comparison to just 5,161 towns in India there are 6,38,365 villages in India. This in itself is an indicator where the real India resides. Companies are realizing slowly but surely that the key to gain true market leadership lies in tapping the rural potential. However, the rural sector in India suffers from different kinds of problems. Some areas are having enough money but their level of awareness and hence consumerism is very low. But there are many areas where economic empowerment, education, health etc., are major problems.

What is rural marketing

While there is a large growth in the urban market, the rural or latent market is yet to be tapped, and has an enormous potential for growth. A rural market can be defined as any market that exists in a area where the population is less than 10, 000. The rural market in India is scattered and spread over a wide geographical area. Indian market is divided into urban and rural markets.

o Urban market is flooded with low demand.

o Rural market witnesses a high demand It’s the rural segment of market that contributes more profit than its urban counterpart. Rural marketing broadly involves reaching customers, understanding their wants, supply of goods and services, and ultimately satisfying consumers, leading to more sales. The general impression is that only agricultural inputs like seeds, fertilizers, pesticides, cattle feed and agricultural machinery have a potential for growth in the rural market. However, there is a growing market for consumer goods now. It has been estimated the rural market is growing at the rate of five times its urban counterpart.

Challenges in Rural Marketing

Though rural markets are a huge attraction to marketers, it is not easy to enter the market and take a sizeable share of the market, in the short time due …

Contents of Education

An Islamic Perspective towards Philosophy of Education


Philosophy is the study of realities, pursuit of wisdom, and commentary on general principles of life. It is concerned with a search of eternal truth, both conceptual as well as practical. It has five areas of search – Epistemology, Metaphysics, Aesthetics, Ethics and History. The instrument used by philosophy to unearth realities or to discover truth is logic, both inductive as well deductive. Educational philosophy is a branch of general philosophy, it gains strength from epistemology. It formulates the aims and objectives or contents of education that, in turn, influence the whole learning environment, society, and future generations.

Philosophy of education is based on general principles of psychology, sociology, politics, economics, history, science, and religion. Education is dualistic phenomenon; it is static as well as dynamic. The major portion is dynamic or provisional and adjusts with the change and growth in knowledge, social structure, and civilization, while the minor but vital portion is static or eternal. We proposed that the contents of education are eternal while the application and explanation of these contents, a major portion, is dynamic. We assumed multi-disciplinary approach towards contents of education. The analysis accommodates the needs of individuals, society, and time and encompasses the cultural, social, and vocational aims of education.

Education may be formal as well as informal. The formal education is given in schools or colleges or universities, on the other hand informal education is obtained and absorbed from society and environment. Education, formal & informal, is developed and internalized in one’s personality through reflection and experience. It means all of us are learners during our lifetime. However, we are going to analyze the philosophy (aims & objectives) of formal education. Moreover, education has three levels – primary, secondary, and higher. Primary education deals with infants of 3 to 11 years old, secondary education covers teenagers of 12 to 18 years, and higher education shapes young learners of above 18 years. A distinctive approach is required for each level of education.

The contents of education vary from community to community. A secular society would have a different approach towards contents as compare to some ideological society. Moreover, the explanation or implementation of contents would be different in different societies. Our analysis is ideological and dominantly based on Islamic view towards education.


The term “education” has been derived from the Latin words Educare, Educatum, or Educere. Educatum and educare mean to train and to nourish, while educere mean to lead out. The former implies that education is something external; to be imposed or put in from outside, it means the external environment plays a decisive role in learning process. The latter indicate growth from within; it means internal potentialities of an individual are decisive in learning process, the external environment has secondary role in educational process. Naturalists / Psychologists gave more importance to internal dispositions of learning process while the social philosophers put major stress on external demands of educational process. We assumed a mixed …