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AP in for rural marketing strategy revolution: CM

Written by: Staff
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Hyderabad, Dec 5 (UNI) Andhra Pradesh Chief Minister Y S Rajasekhara Reddy today said the state was in for yet another revolution-- in the area of rural marketing strategy.

Addressing the students and faculty of the 'Indian School of Business (ISB),' on the fifth anniversary of its inception, Dr Reddy said the state would set an example to other states in market intervention strategy and there by ensure remunerative price to farmers, additional income for Village Organisations (VOs) and affordable price for products in the market.

Prime Minister Manmohan Singh and Governor Rameshwar Thakur also were present on the occasion.

Dr Reddy said during 2005-06, the VOs had procured a record 2,18,616 tonnes of maize at a cost of Rs 118 crore, compared to 1,867 tonnes procured at Rs 97 lakh in the previous year, posting an amazing increase of nearly 120 per cent.

He urged the students and faculty to create a logistics network in the rural India that would enable an efficient and effective value-chain for the flow of goods, information and funds using mobile technologies and IT-enabled services.

Stressing that rural India needed attention in many basic requirements such as housing, healthcare, nutritious food, sanitation, education, credit services and energy, Dr Reddy said transformation of rural areas required a paradigm shift from the supply-driven to demand-driven business structure.

"Rural areas must be perceived as production houses which function like industrial manufacturing enterprises," he added.

Dr Reddy said there was need to shift from the conventional way of producing goods to a more defferentiated, quality added, affordable set of goods and make them accessible to the rural community.

UNI JRK JJ 1725

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