Case Study: Describe Confectionary Market In India

The primary objective of this literature review is to understand the concept of Rural Markets in India, and to find out the opportunities and challenges faced by these rural markets according to the researches already conducted. The Rural Markets, as a part of the economy have been untapped and have a huge potential. The urban markets in India are saturated and even though the contribution of agricultural sector has gone down in the GDP, India still lives in her villages.

Poverty in rural areas of India is associated with multiple factors. Rural population is primarily depended upon agriculture. Unusual pattern of rain and low standard irrigation system severely affect the incomes of the people living in rural areas. Caste system of India still exists in rural areas where people belonging to lower castes lack the opportunities to grow and subsequently earn

Since many rural households derive income from some form of non-farm activity, increasing the profitability and range of such activities would improve their ways of living security and living conditions (Awoyemi, 2004). However, expansion of these opportunities related to the asset status and barriers to entry resulting from inadequate or differential access to markets (Ellis, 2000). It is obvious that rural economy is not based on agriculture but rather on a diverse means of activities and enterprises. Much recent thinking on this subject is based on the concept of livelihood diversification as a survival strategy of rural households in developing countries (Ellis, 1998). Farming remains important but rural people are looking for diverse opportunities to increase and stabilize their incomes.

Providing primary education and health services to women and girls. In addition to that, it also encourages the growth of farmers and rural dwellers by providing needed

Indian sweets popularity in abroad can also be understood by the fact that number of branded sweet shops have expanded their business and thus have opened their branches across the world. Indian restaurants are getting business across the globe by serving Indian sweets

* Taxes could increase which in theory would lead to sales decreasing and profit therefore decreasing but as chocolate is such a small purchase this is unlikely

A study by Assocham in 2011 estimated the rural consumer durables market to grow at 40% in 2012 as a result of higher disposable income among rural consumers. The size of the home appliance market in India is pegged at `30,000 crore, with air-conditioners, refrigerators and washing machines as the largest categories, though household peneration levels are in low single-digits.

The confectionary market consists of retail sales of chocolate, gum, cereal bars and sugar confectionary. The chocolate segment of the market was the most profitable in 2014, with a total revenue of $18,835.3m USD, which equates to 50.4% of the markets total value while the sugar confectionary segment achieved a total revenue of $11,193.8m USD, equalling 29.9% of the markets aggregate value. (MarketLine 2015, p.7)

Indian groceries stores are popular all over the world. People from different countries love to try the new nutrition or foods, because it contains so many spices, beneficial and healthy ingredients. Spice Merchant store produces the main spices of India for example powdered cinnamon & cardamom mix called as Garam masala, various chaat masalas, Indian homemade biscuits, special masala tea from herbs, lentils, all types of Indian soft drinks, Indian basmati rice, flours, cosmetics related products, pickles of Priya and Sweets

In rural societies, the cost of living is very low as advanced living is not available. Technology isn’t used or invented at all. There are no educational facilities as well which increase the rate of illiteracy. Roads are not there for convenience of people and these areas are mostly covered with fields, animals, few small huts or houses and greenery.

tool to improve the rural economy as well as to improve their living standards. It is a boon to the rural

This course covers the distinctive sorts of hierarchical structures and different business choice influencing rural foundations. Points will cover the productive utilization of human and characteristic

3) There is need to involvement of current and future education training for rural development.

The rural areas are characterised by low level income, unemployment and underemployment, this eventually leads to resulting poverty for most individuals in the rural sector. These consequently leads to rural-urban drift with increasing infrastructural facilities. These urban migration also leads to shortage of skilled and unskilled labour in the rural-urban areas. Rural employees always seek better jobs in the urban areas. (Bolakale S, 2010)

The Indian rural market is much larger when compared to the urban market in terms of population and number of households, and also by way of geographic dispersal. The rural market is the new driving force of the “Indian Consumption Story”. With only 31.16% of the Indian population living in urban areas and 68.84% residing in the villages (Census 2011), it is only a matter of time before rural India takes its rightful place in the Indian growth story. Faced with a threat of declining growth rates in future urban markets, businesses have started focusing on the huge and relatively untapped rural Indian market. The major