Rural Management is a known fact that India’s exponential growth over the past two decades has transformed the business significantly, making the Indian markets more dynamic than ever before. A new massive bread of consumer segment has emerged in this process of this transformation i.e the rural market. Rural India consists of about 6 lack villages that house 742,490,639 people. This figure contributes to around 70% of the total population of India and 12% of the globe’s population. As per Mckinsey’ report, despite rising urbanization, 63% of India’s population will continue to live in the rural areas even in 2025. Moreover, the number of consumers earning over $5 a day is projected to peek from 50 million today to 150 million by 2020. Such demographics of rural India make it impossible for any company to turn a blind eye towards this huge market. Hence every corporation is in a race to move down the pyramid and clam its share of growth.
There are three major reasons that attract corporations towards rural markets:
1. Growth Rate – The Indian rural markets are showing better growth rates than urban markets.
2. Purchasing power of consumers – With enhancement of growth drivers such as irrigation, fertilizers, easy access to credit and government support have equipped the rural consumers to buy more.
3. Saturation of Urban markets – The intense completion in the urban space has lead the companies to operate on low margins which in return lead to market saturation.
Course Outline : The course should be industry oriented and relevant to the Indian context. The objective should be to equip a student with the domain as well as analytical ability to understand the rural market. The broad courses could include:
1. Rural Development – Indian Perspective
2. Rural management – Strategic Perspective
3. Rural Management – Planning and Development
4. Business Research Methods in Rural Market
5. Marketing and Communication in Rural market
6. Land Reforms and Law – Rural Perspective
7. Rural Social and NGO Management
8. Rural SCM and Operations
The above course would give a fair knowledge to the students about the market dynamics. Along with the course a 14-18 week internship program would give hands on experience to the student’s practical knowledge.
Top 10 Colleges offering Rural Management in India:-
1. Amity School of Rural Management - Noida
2. Institute of Rural Management(IRMA)- Anand
3. Xavier Institute of Management Bhubaneswar - Bhubaneswar
4. Xavier Institute of Social Service (XISS) - Ranchi
5. Indian Institute of Rural Management (IIRM) - Anand
6. Indian Institute of Bio-Social Research and Development (IBRAD) - Kolkata
7. KIIT School of Rural Management (KSRM) - Bhubaneswar
8. Indian Institute of Rural Management (IIRM) - Jaipur
9. Institute of Rural Research and Development - Gurgaon
10. Asia Pacific Institute of Management - New Delhi
The range of salary completely depends on the academic achievements, personal skills and capability. As a fresher,At initial level a candidate can earn a pay scale ranging from Rs.10,000 to Rs.15,000 per month and with the gain of knowlede and experience in this field his/her salary will also be increased..
Job prospects include:
1. FMCG – The companies in the FMCG space have seen a surge in sales from the rural market. At present rural India contributes to about 34% of total FMCG consumption. It is evident that rural management skill is highly in demand for expanding the market share of companies in this field. This industry also provides a great opportunity for rural marketing and sales whit challenges such as price sensitive consumers.
2. Telecom - RNCOS, a research agency, states that as penetration in the urban region has saturated, operators are vying for rural India and estimates that the subscribers’ base in rural markets will grow at a CAGR of 35% during 2011-12 to 2013-14. Mobile device manufacturers are also tailoring their products to this market. The telecom space offers diverse opportunities to rural management professionals in terms of branding, product management and service marketing. For instance nokia had earlier launched Nokia 1100 with a torch (large parts of rural India don't have electricity) and an alarm clock. In December 2008, it went one step further with the launch of Nokia Life Tools, which is a range of agriculture, education and entertainment services designed especially for the consumers in rural areas. Reliance Communications in a JV with Handygo Tech Pvt Ltd has introduced a Value Added Service, Behtar Zindagi, providing the people with weather reports, livestock information, mandi prices, fisheries, and finance and wealth scheme advisories.
3. Automobiles – Earlier rural markets were significant for automobiles such as tractors, but the resent trend shows that rising incomes and people’s aspirations have led to an increased demand for two-wheelers and cars. Market leader in the small car segment, Maruti Suzuki India Limited, has registered almost a fifth of its sales from the non-metro areas across the country. Mahindra & Mahindra is now selling more Scorpios in rural and semi-urban markets than from urban markets. Hence Automobile industry is also a great opportunity for rural management students.
4. Consultation – A large number of companies are look up to various management consultation firms to guide them through the rural markets, giving rural management students a great opportunities in consultation.
Eligibility Criteria For Under Graduate Program-
To take an admission into a UG program candidates need to be completed their 10+2 or equivalent from State Board / Central Board with atleast 60% marks. The duration of the program is of 3 years.
Eligibility Criteria For Post Graduate Program-
i) To take an admission into a PG program candidates must have a degree in any discipline with minimum 50% marks from a recognized Institute. The duration of the program is of 2 years.
ii) Candidates also should have a good score in the following entrance exam-
