This article is part of a Spotlight series on rural marketing in India. Read more
COVID-19 impacted the Indian economy deeply and rural is no exception. Rural today constitutes a large part of the economy and overall consumption across product categories in the country. But we need to understand the impact of the pandemic on rural from a different perspective.
In India, 126 million marginal and small farmers together own about 74.4 million hectares of land (Agricultural Census 2015-16, pg 14) with an average holding of just 0.6 hectares each. Poor price realisation, high transaction cost...