Rural Marketing has always been perceived as intractable territory due to its sheer size and scattered characteristics. Coupled with it, widespread illiteracy among rural people always made rural marketing a complex task. Keeping this in view this book presents the overall scenario in respect of Rural Marketing situation as existing in India and goes on to dilate on the vast untapped potential of the same in its entirely. This is achieved by merging Rural Economics and psychology of rural people and thereafter treated the subject on a wie and macro basis. Later, focus is laid on micro aspects chief among being Rural Insurance and its exploitation in India for the benefit of rural people. An attempt is also made to acuaint readers with all rural insurance schemes; both commercially run and government financed ex-gratis Social Security Schemes, including Crop Insurance. All these schemes are detailed/Specified/ tabulated/interpolated in comparison to international insurance practices. Suggestions are also made to achieve optimum utilisation of Rural Insurance and its marketing in India.
Dr. P. Charan (b. 1941) holds a Doctorate degree of the International University. State of Louislana, U.S.A. Having joined L.I.C. as a direct recruit Probationary Officer in 1964, at present he is serving as Corporate Manager in the Oriental Insurance Company Limited, a subsidiary of General Insurance Corporation of India. With 30 years of experience in insurance industry he also has had the distinction having immense and personal involvement for the last 8 years in Rural Insurance which included Crop Insurance and Social Security Schemes being run by the Govt. for the benefit of poverty stricken rural and urban populace. He has appeared on Aakashwani and Doordarshan periodically in connection with Rural Insurance. He has attended several seminars/conferences/workshops in respect of Rural Insurance as well as Management and Marketing. His current activities include delivering talks and lecturers on Rural Insurance related matters including Crop Insurance at Officers Training College, Faridabad, Delhi Insurance Institute, New Delhi, National Insurance Academy, Pune, National Federation of Cooperative Societies, New Delhi. He is also a prominent member of India International Centre, New Delhi.
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