But change is taking place because the literacy retain the rural sector has risen 23% over the last 20 year. This has contributed significally to an improvement in the socio-economic status of the people. With this growth, the demand for educational products has increased. Overall, products and brand awareness have increased and rural consumers have become more mature in purchase decision. Land distribution India has a large geographical land area of 3.288 million square kms. Land Classification based on Use: Forest Land : Area covered by forest
RURAL MARKETING 12MBAMM415 DEPARTMENT OF MBA, SJBIT. Page 12 Uncultivable Land : The land which includes land with tree crops, cultivable waste or permanent pastures are not fit for cultivation. Land not available for Cultivation : Land area used for human dwelling, industry areas, transportation roads, military establishment roads, railways etc. Cultivable Land : Consists of area under cultivation or sown. This includes irrigated land. Mountains : High lands above 7000 ft in altitude. This forms 10.7 percent in India. Hills : Weathered high lands upto an altitude of 7000 ft. They form 18.6 percent in India. Plateaus : Flat land with an elevation between 1000 ft and 3000ft. They constitute 27.7 percent in India. Plains : Flat land upto an elevation of 1000 ft. This forms 43 percent in India. Land use pattern Land Management is gaining importance because of increasing demands on land and growth of the population. Forest area and cultivable land percentages have increased. Forest has increased from a level of 14% to 22%. Area sown has increased from 20% to 43%. Area not available for cultivation has reduced and Change of mindset of common man towards ecology, increasing greenery and that every square meter of land be used gainfully. Multi-storeyed buildings form part of the city‘s landscape. Irrigation In last four decades, the irrigated area has doubled. For centuries, Indian agriculture has depended on rains. The special programmes launched by Government of India to increase the irrigation facilities along length and breadth of India have yielded results and reduced dependence on rain. There is considerable difference in irrigation patterns from state to state in India. States like Punjab and Haryana, where there are enough natural water resources have a good percentage of gross irrigated area to total crop area. If a farmer owns many patches scattered at distances, it makes the entire efforts in agriculture less remunerative. Mechanical farming or agricultural methods cannot be adopted for small land holdings.
RURAL MARKETING 12MBAMM415 DEPARTMENT OF MBA, SJBIT. Page 13 Year Net Area Sown Gross Cropped Area Net area Irrigated Gross Area Irrigated Gross Irrigated as % of Cropped Area 1999- 2000 142.9 185.7 48 63.2 34.0 2000- 2001 142.2 186.6 53.4 71.4 38.3 2001- 2002 142.8 189.5 55.1 73.3 38.7 2002- 2003 142 190.8 54.6 76.4 39.7 Development programs Green Revolution in the Agricultural Sector Period from 1967 to 1978 heralded a technological thrust into rural areas aimed at improving food grain production in the country and hence achieving food self-sufficiency.
- Fall '16