Some truth of hinterland


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From the time immemorial, ‘Haats’ in our hinterland have played a role of a facilitator for socio-economic intercourse. Barter- exchanging goods and commodities against set of other commodities or services have been the modus operandi over the past centuries, now it subsumes infinite economic and monetary exchange. Besides, agri- products, FMCGs are the real flavours of these desi markets.

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Some truth of hinterland

  1. 1. From the time immemorial, ‘Haats’ in our hinterlandhave played a role of a facilitator for socio-economicintercourse. Barter- exchanging goods and commoditiesagainst set of other commodities or services have beenthe modus operandi over the past centuries, now itsubsumes infinite economic and monetary exchange.Besides, agri- products, FMCGs are the real flavours ofthese desi markets.
  2. 2. DO YOU KNOW ?Rural Haats are the nerve centre for the rural marketing system in India. It’sa readymade distribution system which caters the need of the ruralpopulation of India. These Haats are generally organized on weekly basisand play an important role in the economy of India.Some Benefits of Haat :-Serves as rural marketing hub.Point of sales and re-distribution.Major focus on FMCG products and brand.Conducted every week mostly by panchayats and private party.Acts as a nodal centre for the entire region
  3. 3.  The size of the Haat depends on the size of the population it caters. A large Haat caters nearly 57 villages with the footfall around 12,000, whereas a small Haat caters to around 21 villages with an average footfall of 5,600 on the Haat day. There are 43000 Haats in India which are held on a regular basis.Some Facts: Haats caters to the population from 5000 to 10000+. Number of stalls ranges from 300-600 depending on the size of the Haat. 98% of the visitors are regular visitors to the Haat. 75% visit any particular Haat every week. 3/4th of visitors come to buy specific product from Haat despite similar products are available in their villages. Haats sell almost all kind of products ranging from agricultural products to daily use FMCG products.
  4. 4. • Also serves as an important selling point for farm equipments, agri-inputs and output.• Sales of the FMCG products in Haats have been growing and the customers now prefer to buy certain products like soap, shampoo, detergents, tea, groceries etc. especially from these Haats.• The average spending of a buyer is around Rs.40 on the FMCG products.The overall dynamics of a Rural Haat can be looked from three perspectives:• Haat as Rural Marketing Hubs.• Haats as a point of sales and Re-distribution.• Haats as a point of communication.
  5. 5.  Urban  Rural – Selling of products by Urban marketers to Rural populace
  6. 6. • Rural  Urban – Rural producers selling to semi- urban and urban economy.
  7. 7.  Rural  Rural - Rural producers selling to rural buyers
  8. 8.  Panchayats Municipalities Private parties (generally owners of haat land area) Fee charged from the sellers: Every seller has to pay a fixed amount of trade in Haat. The fee ranges from Rs.24 to Rs.6-7 per stall which varies from state to state. This fee is used for the development of the haats .
  9. 9. Haats are generally organized in the places whichare well connected and acts as a nodal centre ofthe region. The main idea is to cater to a largepopulace. Some of the major locations for haats are:•Market place•Bus stop•Temples
  10. 10. The haats are generally organized on a specificday of week or twice a week. It also depends onthe day of the adjacent haat of that area.•The haats are also differentiated on the basis ofthe timings.•Morning Haats: 6 A.M to 1 P.M•Afternoon Haats : 2 P.M to 6 P.M
  11. 11.  In most of the states Rabi/winter and kharif/summer are the peak seasons for Haat sales. The reason is that by this time the crop is harvested which increases the purchasing power of the villagers. Rainy season is considered as a weak period for Haats, the reason is that in this season farmers like to invest money in the purchase of agricultural inputs and also the haats lack the basic infrastructure facilities like sheds during rain.
  12. 12. The haats are generally spread over 5-6 acres ofland and located as an average distance of 24 kmto the nearest big town. These haats normallycaters to 21 -57 villages depending on thepopulace and size of haats. The number offootfalls goes to 5600 to 12,000 in a day.
  13. 13. On the Haat day it is observed that the large number of sellers from thenearby location comes to sell because there is large congregation ofbuyers as a single point of sales. The main reasons for the higherturnout of the buyers are:•Higher sale possibility.•No shop in village.•Cash sales.•Low investment.•One can purchase as well as sell the goods.•Thus it is now the accepted fact that the Haats provide a readyplatform for everyone who is playing in the rural areas.
  14. 14. Source: Pradeep Kashyap- 2006, Economic census- 1998.
  15. 15. Pakka Shop
  16. 16. THANKS!!!