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System Article | Using E-Commerce to Fuel Rural Growth in India

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Using E-Commerce to Fuel Rural Growth in India

- by Meenal Nigam & Vivek Patni *

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Rural areas present a good opportunity. Some of these include: -

  • Skills (local handicraft, traditional art): Indian rich tradition and culture nurtures many skills and art forms which either are slowly gaining popularity or have a potential to become popular and attractive business opportunity once they are properly harnessed.

  • Very large potential market (FMCG, insurance, retail loans, telecom): It a huge potential market and businesses and companies have started looking forward to tap it. With slow but steady increase in the purchasing power of this market, it is getting attractive.

  • Villages as main source for agriculture / poultry / fishery: Villages are the main source for raw material, agriculture products, dairy products, fishery.

  • Tourism: With diverse culture and beautiful rustic environment, they are an attractive destination for tourism.

    S-T-E-P Analysis

    Several factors are encouraging the growth of e-commerce in rural India. A S-T-E-P illustrates the social, economical, technological and political changes that are fostering it.

    POLITICAL ECONOMICAL
  • Changing govt. rules permitting e-commerce with greater flexibility.
  • Pressure on government for rural development.
  • Increased need for transparency in trade.
  • New taxation rules require simpler and effective implementation.
  • Challenge to have a balanced nationwide growth.
    		•
  • New Focus Business opportunity through micro-finance.
  • Need for shortened supply chain to stay competitive in international markets.
  • Increased demand of domestic products in international markets.
  • Need for more accurate assessment of supply and demand of commodities.
  • Companies looking for easier channels for mass procurement.
  • Target of increasing the national GDP through increased productivity.
    		•
    SOCIAL TECHNOLOGICAL
  • Increasing need for women empowerment.
  • Long stagnating poor conditions of farmers arousing the need for immediate steps.
  • Emergence of new rural market. Companies looking for commerce opportunities.
  • Increasing awareness about e-empowerment for rural development through success stories like that of ITC’s e-choupal.
    		•
  • Availability of e-commerce technologies.
  • Improved electronic security.
  • Introduction of E-banking, kisan credit cards, etc.
  • Increasing penetration of telecom and Internet.
  • Reduced prices of computer and related accessories.
  • Availability of speech to text, and text to speech software in local languages.
  • Invention of simputer and VOIP technologies.
    		•

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    * Contributed by -
    Meenal Nigam & Vivek Patni,
    NITIE, Mumbai.

    		•
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