The Report gives an overview of the situation of scarcity in rural community with respect to rural marketing due to COVID-19 situation. Different sub community like Farmers, migrant Labourer, FPO, Dairy farmers, APMC, Rural households, Shop owners etc face interrelated challenges which can be solved with proper linkages between the whole Rural community and networking with the outside markets. Also in the current lockdown Technology can be major player in improvising the market.
The report introduces us to the present situation going in India due to COVID-19. The Indian economy is badly hit, and thus the Rural economy. Rural market seems to ne collapsing due to various restrictions in the market. The entire value chain is disturbed. The different actors like producer, buyer, seller, middle men etc all are being affected in various degrees. Overall the scarcity is there with the producer and seller both because market is collapsing with new challenges and emerging out of it is a great deal for now.
The Market player’s government, private players, consumer, producer all needs to adjust and build up a new system which is feasible and sustainable for present and upcoming times.
It is also a time when rural community could stand for better, have their own made market which give them more opportunity then challenges. There is a need to adjust with the problems and come with new solutions which can solve their livelihood issues.
Rural community are the worst hit among the COVID-19. Every aspect of their livelihood is getting deteriorated. Most important their Purchasing power is getting affected. As it’s a known fact Rural community is a producer and consumer itself. So if consumption is somehow affected, no doubt production will be affected too.
There are some visible changed consumer behaviour during this Covid-19 like
Panic buying – Sudden stocking up of grocery materials like toothpaste, soaps, oil, medicines, spices, detergents, toiletries. And many more even in rural areas
Money discharge from ATM – especially by farmers for future purchase
Stocking of certain items
Local Brand acceptance due to unavailability of certain known brand products
These are causing changes or disruption in the supply demand balance and thus gap is created which is unfilled, also it is being exploited .Price is rising of some commodity while some commodity are facing price decline irrespective of their importance.
Scarcity in Rural areas are increasing day by day during the lockdown. The dimensions of which are discussed below related to different sectors, aspects of their life.
|Farmer as a||Consumer||Producer|
|Seed , Fertiliser, Pesticides, Insecticide, Diesel , harvesting tools , jute bags, wage labour,||Crops (wheat , mustard, barley,), Fruits , Vegetables,|
APMC (Agricultural Produce & Livestock Market Committee) closing down
Rural community is facing scarcity and price fluctuation like never before, this uncertainty of supply, demand and information is causing unnecessary havoc. Thus now more than ever is the time to give a new direction to rural consumer, producer making them not only know how to make but know how to sell.
Day to day challenges faced by Rural community are as follows:
- Unavailability of grocery items in shops, decreasing old stocks day by day leading to increase in prices, less discount.
- Counterfeit product pushing by seller as consumer is not aware and reluctant due to lockdown immobility
- Limited shops thus limited products, substitute items being sold
- Timing of shop opening is also an issue creating consumer in confusion and fatigue to buy.
- Hygiene products are unavailable which is now demand in Rural areas as well
As the product unavailability is an issue, but it can be an opportunity to put Theory of Trial practically. We now more than ever can have locally made product,
reduces cost of transportation,
give livelihood opportunity
use of local resources available
income provision to rural areas as well
SHG women’s who know how to make Soaps, Agarbatti, Mask, Spice mix, local homemade products, sanitiser, hand wash,pickle,Chips using local ingredient fits into the gap created by COVID-19 in market. These essential product that can be made at home for subsistence and selling purpose also. These can easily be sold in local market and due to unavailability of other branded products these product could become brand of their own. Even buyers will buy as it’s easily available and fits in their pocket.
The Acceptability will be high
Availability will be in local areas
Affordable range of village pockets and low budget
Awareness must be created through proper marketing
( 7 Ps of the marketing in next page)
Marketing of Rural produce
Perishable Dairy products like Milk, Paneer, Curd, Chena etc
Challenge: One of the most affected area is Poultry, Fishery etc
- The information asymmetry about sudden Bird flu and COVID-19 causes human created havoc. It had caused huge loss.
- In many areas Chickens were released free, whereas somewhere sold at Rs.20 – 30 per kilos which is a huge loss.
- People stop consuming whereas seasonal festivals also added to it
Opportunity: Eggs being a major part of diet, can be part of a valuable chain which is ongoing in this Covid-19 situation.
Eggs can be procured at a min price by Government agency/ Set up for poultry management. Then these can be taken to a local inventory /warehouse setup nearby in towns. These can be added to the stocks for distribution items (Rice, pulses,oil,soaps etc) given as ration to villages, migrant people, BPL ration package. Distribution can be done thereafter’
- This model below needs technical assistance as online information has to be stored and transferred thus digitisation use is an added advantage here.
Rural Migrant population
Immediate Payment issues with Farmers
- Covid-19: Indian Farmers, Consumers Suffer As Lockdown Disrupts Supply Chain
Reuters – https://www.indiatoday.in/coronavirus-outbreak/story/coronavirus-indian-farmers-consumers-suffer-lockdown-disrupts-supply-chain-1660442-2020-03-27
- India Covid-19 Lockdown Means No Food or Work For Rural Poor
Kunal Purohit – https://www.aljazeera.com/news/2020/04/india-covid-19-lockdown-means-food-work-rural-poor-200402052048439.html
- COVID-19 and the risk to food supply chains: how to respond 2020
- The Impact Of Covid-19 on Consumer Behaviour
Numerator Intelligence – https://www.numerator.com/resources/blog/impact-covid-19-consumer-behavior
5. Coronavirus Lockdown Having an Adverse Effect on Agriculture Sector in India
6. The Agri Entrepreneurs – Market Linkage Group Minutes of the Meeting and Recommendations for Action based on Web Conference on 4th April 2020: Covid19 – Supply Side Issues in Agriculture
7. Voices of the Invisible Citizens, A Rapid Assessment on the Impact of COVID-19 Lockdown on Internal Migrant workers, Recommendations for the State, Industry & Philanthropies
8. Live news channel
Report Submitted by ARDS Intern:
Sugandha Kumari (UR19106)
Xavier School of Rural Management (XSRM)
Xavier University Bhubaneswar
Assam Rural Development Society (ARDS)
HN: 347, Kahikuchi Road, Airport Road
Azara, Guwahati, Assam, 781017
A war is about to wage; not the current one against the deadly corona virus, but the one that will take place after it’s all over. We are aware of the global recession that all nations will be subjected to post-lockdown. However, other than the upcoming recession, India can actually look forward to a certain amount of development. You must be wondering, what kind of development would this be? Well, India may be welcoming the development of a few sectors and industries as a result of many countries shifting their manufacturing and assembly units from China to India.
It is quite obvious, that China becoming a source of the origin of the virus has caused many nations to look for alternatives. Even if this shift will prove to be beneficial for our country, there are some serious changes that need to be made to allow this development.
Fight the mindset:
Sometimes the solution for growth is by not removing someone but providing them with equal care. Equality has proved to be more profitable than most other solutions. This is why the government of our country is requested to tax everyone equally. This includes large businesses as they possess the ability to take on larger amounts of risk. The risk that is taken by these industries creates an impact that helps supporting industries to increase the number of jobs available to the people.
Capital for the Housing sector:
Even though the Housing sector remains inactive currently, they may want to rise after the coronavirus. During that time, in order to survive and provide employment to labourers as well as buy raw materials they will require funding. Providing them with capital may prove to be a bit risky for the banks, however, a little leeway now may go a long way. The government can also take the step of reducing tax on residential property for the next five years.
Step out of poverty:
India needs to come up with several measures to fight the poverty that exists within the country. However, some may say “the country has taken several measures to fight the causes of poverty.” However, people may be surprised to hear that India is probably just somehow managing to survive in poverty instead of eradicating it. If the country wishes to develop after the global pandemic is over, then stepping out of poverty is necessary.
Financial offenders have caused the country to be unable to believe anyone who approaches, even if they harbour no such ill-intensions. India needs to put their faith in all who wish to rise a bit more, for these industries may turn out to be helpful in generating employment. If the country’s entrepreneurs are worried about where they will get access to financial resources then maybe India needs to reassure them, then it will prove to be a helpful measure in fighting these moments of financial crisis.
These are few of the many measures that India needs to take in its state of war against the crisis that will arise after the pandemic. There is a huge opportunity that awaits, that India simply cannot afford to ignore.
India currently seems to be coping way better with the global pandemic situation than most countries. This is probably because by the time Covid-19 entered India, the government was well-prepared for the fight that they had to initiate against it. All decisions taken by the government were well-timed and helped avoid any disastrous occurrences, as experienced by many developed nations such as Italy, United Kingdom, United States and many more. These countries are known for their developed medical, financial and technical resources, yet they are suffering severely, due to the airborne virus.
Several institutions are researching the matter and have found out that the following reasons are behind these nations suffering more. India can learn from the mistakes made by these countries and try avoiding making the same mistakes.
The government is currently in charge for protecting their citizens from falling victims to this deadly virus. However, in this case the experts probably possess more knowledge about the characteristics and biological development of the virus than the government. This is why, it is probably time for them to pair up with experts and discuss several matters related to lock down, quarantine, medical facilities, etc, before they reach a conclusion.
The deduction that Corona virus tends to be a serious disease for people who are either old or too young was discovered quite late. Health Policymakers in many countries had thought that by keeping the system restricted to the public sector would make healthcare much more effective yet efficient. However, this practice backfired, because it was seen that the private sector proved to be more effective and more efficient during this crisis than most public healthcare systems that were restricted by the introduction of several policies.
Another lesson integral for India to understand is the fact that the developed nations currently suffer as they were ill-prepared for the impending danger that came with this virus. India will only be able to fight against the widespread corona virus if it is able to prepare early, before things get out of hand. By properly allocating funds towards healthcare facilities and testing capacity, will India be able to rise above this deadly virus. A strong yet efficient healthcare system is required if India wishes to defeat the viral pandemic.
Don’t miss the sign:
India cannot afford to miss the signs that arise before the corona virus lockdown surfaces in any state. They need to remain aware yet proactive in order to take instant decisions and stop the community-spread. They are required to publicise the consequences that may arise in case people do not follow the rules laid down by them to fight the virus. Propagation of hygiene practices is also required in order to help people avoid contracting the disease. They need to ask people to detect the first symptoms of the corona virus and immediately seek medical help. People in isolation are also required to be provided information on how they are to proceed with this virus in their body from here on.
With these few bits of lessons, India may be able to tackle the corona virus situation much better than the nations before them.
Although the global economy may face a severe downfall with the rise of the Coronavirus, India can look forward to a much brighter picture than expected. The world is looking forward to a recession worse than the one that took place in 2008. However, the Indian economy can look forward to a glimmer of hope for there is a positive outcome to look forward to from this pandemic. In fact, this may be unknown to many; however, India incurred a loss of more than 340 crores rupees per day during the first 21-day lockdown.
Presented here are several reasons to which India can look forward to post Covid-19:
Beginning of outsourcing:
With the global economic conditions depleting at an alarming rate, it means that first world countries may be looking for low-cost options. Therefore, if any company is looking for outsourcing at lower rates, then India can offer assistance in terms of finance, land, labour, non-core items as well as IT.
Increase in Supply:
With the world market slowly shifting away from China, it can prove to be beneficial for India as we may rise as a global supplier for raw materials as well as manufactured goods. In terms of fashion, home, lifestyle, and ceramic items, India can look forward to a surge in the economy.
As an alternative to China, several countries are currently planning to shift their manufacturing units to India. There is news that nearly 300 industries are at the moment discussing matters with the Indian government regarding production under various sectors such as textile, pharma, and electronics. The result of such a shift will lead to a rise in infrastructural development as well as an increase in employment opportunities.
A proposal has been made by the government this year to hike import duties on over 300 products, due to an increase in demand. The various sectors that will witness a resultant hike in acquisition costs include sectors such as furniture. This will allow local raw material producers to create a place for themselves in the market.
The world, till now, depended on China for various aspects such as assembly, manufacturing, and even resources. China had ruled the global market in terms of mobile accessories or electronics. However, the rise of the pandemic has caused the world to shift their market from China to other countries. This global shift will prove to be widely advantageous for the Indian Economy. India may even look forward to a rise in total GDP as well as employment rates.
Although for this shift to take place, India may have to cut short its own dependency on China for Active Pharmaceuticals Ingredients. There is the word on the street however, that the Indian government may be looking forward to shifting this sector to the local producers. This will impact India very positively as it will not only help India to become Independent but also rise in the global market as producers of Active Pharmaceutical Ingredients. Therefore, there may be many negative aspects, but India should look forward to the positive outcomes that will come from this Global Pandemic situation.
With the Corona virus pandemic sweeping the world, impacting the human population, it has caused every person to develop a sense of fear and anxiety related to this mysterious virus. The length of its continuation is causing all of humanity to be confronted by a sense of agony caused by the virus that roams outside. Although, lockdown and simple hygiene practices are proving to be helpful, however, we still await the day when we can breathe freely without a mask.
Why do the people of India need to stay indoors:
With a population of more than 130 crores, India is a country where the corona virus can cause some deep, irreversible damage. Most of the country’s population is known for inhabiting dense colonies. Therefore, if lockdown isn’t maintained it will lead to a massive death toll, surpassing every other western nation leading the Corona virus death toll currently. In order to prevent such a mass destruction from occurring, it is quite necessary for Indians to stay indoors and ensure they don’t leave their homes unless necessary.
Reason behind Lockdown Extension:
With the constant extension of lockdown that seems to never end, it is very apparent that the Covid situation isn’t ending any time soon. According to a recent claim, it has been stated that things may continue till July or even August. The main reason behind extension is to ensure that this airborne virus doesn’t spread any further. Limited movement will reduce the rate of spreading and allow the ones who have already contracted the Corona virus to receive immediate care.
As for the vaccine, researchers are dedicating their life on developing it, however, no one knows how long till they are available at a mass scale. It can take from a year to about 18 months till the vaccine for the Corona virus is widely available in the market.
Staying indoors is causing many of us to dive into research and find out the period till which the corona virus shall continue existing. Word on the street states that the virus may last till September or even December. Given that the Covid-19 virus tends to survive over 24 hours on cardboard and 72 hours on plastic, it is apparent, that this virus isn’t leaving us alone anytime soon. It is also being predicted that opening the lockdown now may cause drastic effects given that sometimes during a pandemic usually the virus hits the world with a second wave, during which the death toll tend to rise to an amount which is simply horrifying.
Therefore, it is suggested that Corona virus in India may last longer than one can expect. It may last till August or even September. Though the numbers are unknown, most people are requested to stay indoors till this mysterious virus completely disappears from the face of the earth. Though recovery rates in India are comparatively way better than most other countries, it doesn’t really mean that the Covid-19 will simply disappear, considering this country is so densely populated.
READ MORE :- Donate & Help #ARDS – COVID-19 Relief | Support US.
Times goes by as we slowly yet steadily lose ourselves in our work and daily responsibilities. By the time we do start recognising the meaning of life, it is too late. Life lessons aren’t a moral science book that you read in school and forget about later. Life lessons are those short instances that enlighten us about the basic principles that one should possess. You don’t forget life lessons; in fact you pass them on to the next person who might need them. With the current quarantine period, our lives have come to a sudden halt allowing us to truly assess and learn some very important lessons that we may have ignored or failed to recognize before.
Hygiene is important:
“Wash your hands before you sit for dinner!” Is something that we have always heard our parents scream about. However, we considered it as them being overbearing, and not us not following basic hygiene. The rise of the Coronavirus pandemic has caused many of us to develop a habit of washing our hands more frequently than usual. Even if the pandemic ends, we will probably still possess the habit of washing our hands, every time for 20-seconds.
With the widespread popularity of social media, many of us tend to spend most of our quarantine time scrolling through the various posts updated here. However that platform is sometimes misused by a few individuals to spread rumours and false news. This Covid lockdown has caused us to understand the difference that exists between fake and real-time news.
Sick leave to save lives:
Employees have come to realise that coming to office with any sort of infectious or viral disease is no longer an option. Instead by taking a sick leave they can easily use the time to recover and return to office without any problems. They can probably use the assistance of their colleagues during the time of their leave to take care of any urgent work that needs to be done.
Work from Home:
It is quite apparent now that working from home is also possible. It is not always necessary to sit in an office to finish all your work, taking a work-from-home will also ensure similar productivity or probably even more. This Corona virus quarantine period has thus taught us about the importance of maintaining a balance in our work and personal life by simply working from home efficiently.
Nature in all its glory:
As the Coronavirus scares all the humans to go into hiding, nature starts to flourish. Overcoming the years of torture, misuse and abuse, and finally thriving in all its glory. As we look outside during this quarantine period, we realize that the world is a much better place without the humans trying to destroy for their own profit.
Time for relatives and friends:
Although socializing seemed like a pain previously, now we simply miss the people we used to hangout or spend time with. Lockdown has taught us that you need to interact and meet up with the people you cherish more or else a day might come that you won’t be able to meet them even if you wanted to.
As you, all are aware that the whole country is going through a lock down situation for fighting against Corona virus Pandemic.
Meanwhile, we will keep on supporting and providing financial aid to all the villagers and poor people’s/daily wage laborers.
Also, we appeal to all our volunteers and workforce to help people in need in their respective localities and share the pictures with us. We will post it on our FB page to motivate others.
We understand this is a very difficult situation and the most affected ones are the people from the slum and backward areas. Considering this, our Branch located in the Sonitpur has started distributing dry ration to them. We are taking all the precautionary measures. If you come across any such families, please inform them.
Till then, practice social distancing and remember this time shall pass soon. Stay home, Stay safe and follow all the rules to protect your family and loved ones.
We are in need of following items to be distributed:
- Tea Leaf
- Mustard OIl
- Soya bean Packets
- Other Essential Items
For supporting financially click here or Scan the QR code from any app.
Coronavirus has triggered a funding crisis for ARDS when they are needed most.
The economic downswing suggests that future aid budgets and donations square measure probably to say no.
A liquidity plan and teamwork with full dedication could help ARDS to recover from this fund crisis.
We all know that this pandemic is unprecedented in scale and need. Almost every ménage, community, organization, nation & sector is reeling from its impacts on the economy, health, and society. Our world has fundamentally changed.
We also know that populations affected by conflict and those trapped in states of fragility and protracted crises, health, and economic effects certainly, but also risks to social order and cohesion.
The Assam Rural Development Society (ARDS) stands ready to respond to the extraordinary needs that this crisis is generating and are already scaling up our responses, and preparing to do so much more.
ARDS are acutely aware of our role and responsibility in continuing to meet the needs of the of people who rely on us. The ARDS Team has a huge part to play, both responding to immediate needs and in helping with recovery in the medium to longer term.
To be clear, this is not a fundraising attempt by ARDS. If we work dedicatedly and honestly the ARDS will survive to support all after the pandemic is over.
ARDS urgently need your brightest ideas, your networks, and power to bring people together, to help us innovate our way through this crisis.
With the changed context of the COVID-19 pandemic, our programs need to pivot rapidly to respond to different and additional needs, while coping with restrictions on travel, lockdown requirements, and health concerns. This requires a massive amount of flexibility, as the parameters and cost structures of our work shift, with the duration of these shifts entirely unknown. The implications of this for cash flow and liquidity of funding crisis are critical and acutely time-sensitive for ARDS.
Workforce, Dedication, Honesty & Discipline = Survival Technology for ARDS
ARDS FAP (Financial Assistance Program) for JLG/SHG sector is going to survive the pandemic. We need to treat COVID-19 as the fundamental threat to the industry that it likely is. We need every part of our sector & team to start mobilizing around easing the terms of debts that borrowers cannot service when economies seize up, keeping FAP solvent and preparing to recapitalize them so that we are in a position to lend again and play our vital role in recovery once the crisis recedes.
We now need to mobilize as an industry to ride out this crisis and secure the hard-won gains of the last one year which all of you must know that we have crossed it virtually as we have hit the crisis two times since anti CAB Movement and now this Covid-19 Pandemic. The hundreds of millions of poor people who rely on inclusive finance to borrow, save and send money are counting on us. As we all know that we have an ecosystem where borrowers understand their responsibility better. They should have to be realized about the importance of repaying loans on time and keep their credit history clean.