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The rural villages in India have more small entrepreneurs than in the urban areas. The entrepreneurship when combined with information and communications technology will change the life style dramatically. These rural entrepreneurs are suffering from one major constraint in the form of their inability to voice out their trillion dollars worth ideas.
The major roadblock for this is the lack of Internet and communication technologies. With the introduction of E-commerce one can not only get a better price for their product but also get world wide recognition for their valuable crafts and skills. Many industry players are ready to come to them to get valuable items at low cost and in return provide them with latest information and communication technologies. This in turn will raise the purchasing power of the rural people.

Another striking feature of E-commerce relates to lack of resources to provide primary education and healthcare to every rural Indian. Even though the rural India's population is scattered, it may not mean that all the rural people need to be covered by E-commerce. What we need to do is to convert the so-called opinion leaders who will influence the other small rural players; E-commerce can easily stretch its wings easily throughout the country. The important thing to be noted here is that the selection of rural players for promotion of E-commerce must not be influenced by any religious or social segments, but should be equally distributed throughout the population.

Migration of rural people to urban areas has become an increasing phenomenon. As a result, urban areas are facing shortage of basic infrastructure. Rural India has adequate housing facilities, pollution free environment, etc., which are lacking in the urban India. The virtual market place, i.e., E-commerce will surely improve the standard of living of the rural people stalling any further migration, and stopping environment pollution in the urban India. This is because the virtual market place, as the name suggests has no physical existence. Therefore, without any harm to the rural areas the rural people's purchasing power can be improved.

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* Contributed by -
Krithika R. & Thiruvathal M.,
MBA - II Year,
Thiagarajar School of Management, Madurai.