Tap into government funding
Publicise the availability of assistance from government programs such as Rural Infrastructure development Fund, Rural ICT development fund, etc., and work collaboratively to take advantage of these programs.

Use demand aggregation strategies
Aggregating demand for telecommunications services across a region allows communities to achieve bulk purchasing capacity and bargain more effectively with potential investors and suppliers.

Foster the right image
An attitudinal barrier preventing urban-based businesses from employing skilled rural-based teleworkers will need to be addressed by exchanging the image of the ‘slow-talking, slow-thinking bushy’ for an image of ‘smart people living a smart lifestyle’. Clever marketing and publicity campaigns will help this process.

Manage the transition period
Public Internet access points such as libraries, telecottages and online access centers provide an important means of alleviating the ‘digital divide’, and lobbying for the availability and retention of such facilities will help reduce inequity of access to web-based government and financial services. Also, until widespread computer literacy is achieved, rural communities will need to campaign for the continuation of sufficient physical infrastructure to meet the needs of those people who are not prepared to go online for services.

Some of the added benefits of rural e-commerce and IT expansion is the capacity to increase employment in regional communities in two distinct ways: by there being more work located in the rural areas; and by rural people being able to work remotely for urban-based enterprises (teleworking). Either form of growth would help improve the economic and social vitality of rural India. More jobs could reduce the exodus of rural youth to urban areas; alleviate the shortage of doctors, academics and other professionals by improving the chances of their spouses finding work; and make it easier for people on the land to supplement their income with non agricultural work.

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* Contributed by -
Lijo Isac,
MBA (FT), Batch of 2006,
Faculty Of Management Studies,
Delhi University, Delhi.