Melas/Fairs Promote National Integration and Facilitate Marketing of Rural Products: Field Reality

Dr. Shankar Chatterjee, Dr. A.V. Naga Varma, Sri R. Naga Lakshmaiah

Abstract


The Melas /Fairs are important place to sell the products and thus an important factor of forward linkage for self-employed persons of rural India. It is an important marketing linkage, as sellers can bring their products from far flung areas and buyers can get these within their area with reasonable price and thus both are benefitted. That is why, we find lot of stalls and shops in any Mela whether –religious or annual or any type. Further, it promotes national integration as sellers across the country come and sell their products irrespective of language, caste, creed and religion. They all are part of micro or small enterprises. In this article, few cases across India, based on the study carried out in 2013, 2014 and 2016 directly contacting to the self-employed persons who mostly sell their products in different Melas/Fairs are presented.  And the cases pertain to National Institute of Rural Development and Panchayati Raj’s (NIRD &PR) Mela organised in 2013, 2014 and 2016 in Hyderabad.


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