Gaon Chalo Abhiyan
The “Gaon Chalo Abhiyan“ Project is promoted by Tata Global Beverages Ltd under its Corporate Social Responsibility programme. It was started in with the aim of market promotion of quality teas in rural areas, and provide livelihoods opportunities to small entrepreneurs and individuals of rural communities.
The BETI Foundation distributes tea and endeavors to motivate rural people to generate additional livelihoods through the marketing of TATA tea which is given to them at subsidized rates. The Foundation focuses on marginalized families, single women headed households and small shopkeepers, tea shop owners, differently challenged individuals, unemployed youth, retired persons and other disadvantaged people to undertake this activity by buying at subsidized rates and selling at their M.R.P. These project affiliates are then provided TATA TEA at rates which give them attractive margins on the MRP. The supplementary income earned is vital for families and adds value to the quality of their lives.
The projects sees great potential in expending the reach and depth in Gram Panchyats involving Women’s Groups and Youth Groups .Future expansion will be dedicated to provide marketing skills to individuals and groups. Entrepreneurship development for achieving sustainable livelihoods is the USB in addition Social Coherence will get enhanced.
Financial Review of Growth
The table given below shows the status of Turnover since 2006- 2007 for UP
The profile of districts especially with regard to rural-urban population is given blow-
|Name of District||Total Population||% Of Rural||% Of Urban|
The above table shows the vast rural hinterland where with the increasing reach of television, telephony and Internet the demand for the consumer items is growing at a very fast pace .Rural marketing therefore provides an opportunity for bridging the Urban –Rural divide by enabling Youth to develop Small Medium Enterprises(SMEs) while participating in India”s Vision of becoming a Super Power Economically, Socially and Politically.