Rural development aims to improve economic and social conditions in rural areas. It involves collective efforts to enhance well-being through improved infrastructure, access to services, livelihood opportunities, and participation in decision making. Common strategies include multi-purpose development, growth-oriented approaches targeting specific groups, area-based programs, and integrated models involving communities. Key components are environmental management, use of appropriate technology, education and training, healthcare access, and legal protections. Agencies work with rural communities worldwide to promote sustainable development.

1. Presented by
Satyaveer (I.D No- MFK-1930)
Department of Fisheries Resources & Management
College of Fisheries Mangalore
satyaveers779@gmail.com

2. RURAL DEVELOPMENT
• Rural development is a strategy designed to improve the economic and
social life of rural poor.
• It is a process, which aims at improving the well being and self realization of
people living outside the urbanized areas through collective process.
• Rural Development is all about bringing change among rural community
from the traditional way of living to progressive way of living. It is also
expressed as a movement for progress.

3. The United Nations defines Rural
Development as:
• “Rural Development is a process of change, by which the efforts of the people
themselves are united, those of government authorities to improve their
economic, social and cultural conditions of communities in to the life of the
nation and to enable them to contribute fully to national programme.”

4. Meaning of Rural
• Collin’s cobuild dictionary describes the word rural as “places for away
from towns or cities”
• Sociology point of view rural is defined as a group of people who are
traditionalists in out look, rooted in the land and who resist change.

5. DEVELOPMENT PERSPECTIVE
• Rural infrastructure and habitat development
• Poverty reduction
• Provision of basic minimum services
• Employment generation
• Making available basic necessities

6. Factors differentiating rural marketing
from urban marketing
• Infrastructure availability :
Electricity supply, finance facility, education level, roads connectivity
• Income streams :
In rural areas in is seasonal and highly unreliable, consumption pattern is
quite different
• Life style:
Daily routine of consumers is different
• Context :
Because of variation in infrastructure and income , an individual exists in
rural areas is different

7. • Socio :
Cultural back ground :value system, goods/services and consumption in
general is quite different
• Accessibility : The cost and logistics is high
• Media reach and habits:
Different types of promotional strategy in these two markets.
• Nature of competition : the nature and intensity of competition amongst
the brands is very different in the two markets
• Consumer behaviour: the consumer’s response to marketing stimulate
differs widely in two markets

8. Rural Development Approaches
• Rural development programs were historically top-down approaches
from local or regional authorities, regional development agencies, NGOs, national
governments or international development organizations.
• Rural development aims at finding ways to improve rural lives with participation
of rural people themselves, so as to meet the required needs of rural communities.
• The New Rural Reconstruction Movement in China has been actively promoting
rural development through their ecological farming projects

9. Development Objectives of Rural Areas
• Improvement of Economic Capabilities
• Improvement of Human Capabilities
• Improvement of Protective Capabilities
• Improvement of Political Capabilities

10. Rural Development in India – The Concept
• Improvement in the level of living standard including employment,
education, health nutrition, housing and a variety of social services.
• Decreasing in equality in distribution of rural incomes and in the rural urban
imbalances in incomes and economic opportunities.
• To sustain the capacity of rural sector.

11. 7 Major Rural Development Policies of India
1. Land Policy
2. Technology Policy
3. Agricultural Policy
4. Employment Policy
5. Education, Research and Extension Policy
6. Rural Institutions Policy
7. Price Policy.

12. Components of Rural Development Policy
1. Environmental Conditions - The first component is the individual and
his environment. The individuals need to develop the skills and abilities to
make effective use of resources that the natural environmental conditions
are providing.
• On the other hand, the individuals are required to generate awareness in
terms of various strategies and approaches that are required for the
preservation of the environment.

13. 2. Ecological Settings
• The Ecological setting refers to the principle biophysical characteristics at
multiple scales that have a strong influence upon the composition, structure,
and function of the particular ecosystem, over a long period of time and serve
to describe and distinguish it ecologically.
• The major aspects that need to be taken into account in the case of ecological
settings are, wetness, soil depth, temperature, solar exposure and wind
exposure that define the ecological characteristics

14. 3. Technology
• The rural individuals have recognized the significance of technology. They
are aware that making use of technical methods would make their tasks and
activities manageable.
• In the present existence, they are making use of technical methods in the
agriculture sector, farming practices and production and manufacturing of
goods.
• In addition to the use of technology in the implementation of tasks and
activities, individuals are also making use of it, in the form of mobile phones
and computers to augment their knowledge and information.

15. 4. Infrastructure
• The development of infrastructure is integral to the development of rural
areas. The infrastructural facilities that need to be developed in rural
communities are, roads, transportation, communications, power supplies,
water supplies, public services, broadcasting and telecommunications.

16. 5. Law and Order
• Law and order is referred to the maintenance of peace and tranquillity, which
the citizens are required to put into operation for obeying the law of land.
For instance, there has been prevalence of discriminatory treatment and
criminal and violent acts within rural communities.
• Through the implementation of law and order, the individuals, who are doers,
get subjected to disciplinary action. Therefore, the main objective of law and
order is to ensure the individuals make provision of equal rights and
opportunities to both males and females.
• Furthermore, there should not be any kind of discrimination on the basis of
any factors, including, caste, creed, race, religion, ethnicity, gender and
socio-economic background.

17. 6. Education
• The education is regarded as the main instrument that lays the foundation
for the individuals to lead to progress in all areas and in rich their overall
quality of lives. In rural communities, the system of education is not in a
well-developed state.
• Measures need to be formulated to bring about improvements in these
aspects, so there would be an increase in the enrolment of students in
schools.

18. 7. Training Programs
• The development of training programs among rural communities is essential
for the progression and well-being of the individuals as well as to enable
them to augment productivity and profitability.
• There have been establishment of training centres, which are providing
knowledge and rendering an effective contribution in the up-gradation of
skills of the individuals. The different areas include, health care, diet and
nutrition, child development, handicrafts and artworks, and so forth.

19. 8. Distributive Justice
• The distributive justice involves operationalization of the value of access
entails exercises of power and authority. It follows both the matter of
common sense and empirical observation.
• The creation, structuring, reinforcement and boundaries of access
opportunities will be related to the main features of distribution of
management and power within society.

20. 9. Medical and Health Care
• The establishment of health care centres are regarded to be most significance,
as individuals, belonging to all age groups and backgrounds are required to
take care of their health care needs and requirements.
• When the individuals are in good health, then they would be able to
effectively get involved in the implementation of various tasks and activities.

21. Strategies of Rural Development
1. The Multi-purpose Strategy
• The Community Development Program (CPD) began in 1952.
• It had the main objective of promoting development of material and human
resources through the co-operative efforts of the individuals and assistance
available from the state.
• It was regarded as an educational and an organizational process.
• The major objective was social and economic improvement.
• The activities of CPD included, agriculture, animal husbandry, irrigation,
water resources, co-operation, village and small scale industries, health and
sanitation, communication, housing and so forth

22. 2. Growth Oriented Strategy
• The growth oriented strategy was based on rural individuals. Though rural
individuals are residing in the conditions of poverty and backwardness, but
they also possess sharp mind-sets and can make wise decisions.
• The main objective of rural individuals is to enhance their living conditions
and to achieve this purpose, they are looking for employment and income
generating opportunities.

23. 3. Target Group Strategy
• In the target group strategy, a particular group is undertaken and researched
upon. Normally, as in this case, strategies for rural development are being
researched upon.
• Therefore, conditions may be analysed of small and marginal farmers, as well
as wealthier farmers. The conditions of small and marginal farmers are not in
an improved state.
• They are residing in the conditions of poverty and backwardness and
therefore are unaware of modern and innovative strategies and methods that
are considered essential to augment production.

24. 4. Area Development Strategy
• Under the area development strategy, emphasis has been put upon the
development of backward regions. This strategy presumes that the growth
centres have a geographical spread effect that the regions, which are deficient
in terms of resources or infrastructure etc.
• The major programs that have been formulated under this strategy are,
Drought Prone Area Program (DPAP), Tribal Area Development Program
(TADP), Command Area Development Program (CADP), Hill Area
Development Program and so forth.

25. 5. Spatial Planning Strategy
• The spatial planning strategy is the strategy that demands for implementation
of special programs in their respective locations, induction of the production
plans, employment programs and supply of basic needs of rural population.
• In order to achieve these objectives, the programs and the strategies need to be
rural oriented. it was vital for the individuals to generate awareness in terms
of techno-economic, socio-political and administrative functions.

26. 6. Integrated or Holistic Strategy
• Integrated or holistic strategy has been formulated, taking into consideration
the perspective that development should be an integrated one.
• There is an integration in the development of areas, regions, infrastructure,
education, employment opportunities, human resources, training, skills
development programs and the overall quality of lives of rural individuals.

27. 7. Participatory Strategy
• During the past two decades, various new approaches like the top-down
planning, planning from below, bottom up planning, micro-level planning
and multi-level planning, have been put into operation within the framework
of involving the individuals in the phase of development.
• When the individuals are participating in the decision making processes, then
they are required to implement rational and logical thinking. The rural
individuals are well-aware in terms of opportunities, which would lead to
improvements in their living conditions.

28. Rural development agencies
• (IIRR) International Institute of Rural Reconstruction (Philippines )
is a non-profit organization that helps empower rural communities by making them
self.
• Technical Centre for Agricultural and Rural Cooperation ACP-EU
(CTA) Agricultural and rural information provider
• USDA Rural Development (Washington, D.C),
an agency of the United States Department of Agriculture USDA is committed to
helping improve the economy and quality of life in rural America. Through our
programs, we help rural Americans in many ways. Together, America Prospers.

29. • (ADATS) Agricultural Development & Training Society, Karnataka India
• (AzRIP) Azerbaijan Rural Investment Project in Azerbaijan
• (NARI) Nimbkar Agricultural Research Institute, Maharashtra India
is an NGO and a non-profit research and development institute
• Philippine Rural Reconstruction Movement, Philippines is a non-
governmental organization

30. Reference
1. Rural Development Approaches and Strategies Dr. Radhika Kapur
• Chapter III. (n.d.). Role in Maintenance of Law and Order of District. Retrieved April 05,
• 2019 from http://shodhganga.inflibnet.ac.in/bitstream/10603/124675/4/chapter%203.pdf
• Chapter III. (n.d.). Rural Development Approaches and Strategies in India. Retrieved
• April 06, 2019 from
• http://shodhganga.inflibnet.ac.in/bitstream/10603/131642/10/10_chapter%203.pdf
• Chapter 4. (n.d.). Effective Approaches for Rural Development. Retrieved April 07,
2. wikipedia.org/wiki/Rural_development
3. https://www.slideshare.net/nabilakm1/rural-development-programmes-in-india