Index

Citation

Sinha, K. (2023), "Index", The Future of India's Rural Markets: A Transformational Opportunity, Emerald Publishing Limited, Leeds, pp. 205-215. https://doi.org/10.1108/978-1-80455-822-520231082

Publisher

:

Emerald Publishing Limited

Copyright © 2023 Kunal Sinha

---

INDEX

Aadhaar Enabled Payment System (AePS)

, 35

Aadhar

, 23–24

minimal data-collection approach

, 24

on women’s lives

, 25

Aarti Aajivika

, 63

Aayu

, 107

Adaptive Data Lighthouse (ADL)

, 79

Adidas flip-flops

, 129

Advanced traffic management systems

, 118

Afforestation

, 93–94

AgNext’s Qualix platform

, 171–172

Agrarian economy

, 149

Agri-Market Infrastructure Fund (AMIF)

, 130

Agri-tech company

, 137, 192

AgriBazaar

, 54

Agricultural exports

challenges

, 171–172

export opportunity

, 169–171

leverage opportunity in

, 169

Agricultural Infrastructure Fund

, 6

Agricultural Produce Export Development Authority (APEDA)

, 170

Agricultural Produce Market Committee Act

, 53

Agricultural Produce Market Committees (APMCs)

, 6, 130

Agricultural production

, 45

Agricultural Technology Management Agency

, 42

Agriculture

, 5–7, 135

sector

, 13, 142

Alexa

, 77

Alfaz-e-Mewat (‘Rural Voices of Mewat’) FM 107. 8

, 81

All India Radio

, 100

Amazon Prime

, 75

Ambitious users

, 80

Amul

, 177

Anaerobic sowing of rice (ASR)

, 146

Anandodhara

, 95

Anandpur Jyoti Centre

, 17

Andhra Pradesh

, 7, 29, 130, 143, 151, 171, 192

Android platform store

, 137

Anganwadi

, 180

workers

, 105

Animal husbandry

, 7, 57

Ankur Capital

, 108

Annual Status of Education Report (ASER)

, 28

Annual Survey of Industries (ASI)

, 61

Apollo Hospital

, 108

Artificial intelligence (AI)

, 28, 172

Assam

, 113, 142–143, 191

Assisted Social Health Activist (ASHA)

, 105

Atma Nirbhar Bharat (Self-sufficient India)

, 85

Automated teller machine

, 35, 42

Auxiliary Nursing Midwives (ANM)

, 105

Axis Bank

, 11

Ayushman Bharat

, 106

Backyard poultry production

, 42

Balichitri

, 38

Bandav

, 38

Bank Linkage Programme

, 43

Banking

, 23

Banking Correspondent agents (BC agents)

, 85–86

Banks

, 7

Barhagenja

, 38

Basmati

, 169

Bayer

, 137

Behaviour change

, 149, 181

Bengaluru-based StellApps

, 7

Bengaluru-based Vokal

, 76

Beyond Capital Fund

, 108

Bharat Financial Inclusion Limited (BFIL)

, 108

Bharatiya Janata Party (BJP)

, 49

BharatNet Project

, 70

Bharti Airtel

, 11

Bhugudakata

, 38

Big data analysis

, 57

Bighas

, 95–96

Bihar

, 9, 17, 19, 29, 38, 71, 79, 107, 124, 127, 135, 150

Block Level Trainers (BLTs)

, 95

Bloombuds

, 19

Boondh and workshop bags for 91springboard

, 18

Borewell recharge technique

, 143

Brake liner

, 191

Braking system

, 191

Brick-and-mortar stores

, 131

Britannia

, 131

Budget private schools (BPS)

, 100

Bundeli Idol

, 112

Butter

, 7

Carrot-cleaning problem

, 191

Cash

, 14, 33, 35, 86, 117, 142, 149

Castrol India Ltd.

, 120

Catchment pond

, 142

Cattle ownership

, 123

CCTV cameras

, 131

CEAT

, 160

Cell phones

, 135

Centre for Study of Developing Societies (CSDS)

, 175

Changemakers

, 1–2

Cheese

, 7

Chit fund

, 35

Chowkidars

, 77

Citi Foundation

, 166

Cleaner process

, 190

Climate change

, 130

Co-create health education materials

, 179

Co-operative

, 7

Coca-Cola

, 72, 131

Cold storage

, 49, 125–126, 192

Comics

, 89

Common Service Centres (CSCs)

, 67

services offered by

, 68–69

Community cadre for promoting entrepreneurship (CRP-EP)

, 151

Community Empowerment Lab (CEL)

, 161

Community Health Centres (CHCs)

, 105

Community information resource centres (CIRCs)

, 41

Community occasions

, 149

Community radio stations

, 100

Community treatment

centre

, 190

plant

, 189

Competitive markets, from subsistence to

, 53–59

Connectivity

, 10, 25, 117

Consideration set

, 158

Construction

, 6, 9–10, 39, 88, 117, 119, 151

Consumer behaviour

, 58

Consumer packaged goods (CPG)

, 176

Consumers order products online

, 131

Contract farming

, 55

Conventional method

, 191

Core banking services

, 86

Core Network

, 37

Coronavirus pandemic

, 6, 10

Corporate social responsibility (CSR)

, 18, 167

Council for Scientific and Industrial Research (CSIR)

, 194

COVID-19 Digital Emergency Relief Programme

, 41

Cowdung as fuel to renewable energy

, 123–128

Credit

, 6, 69, 126, 129

Crop information

, 56

Crop-cutting experiments

, 136

Crops

, 5, 17, 57, 76, 124, 137, 143

CSC e-Governance Services India Ltd.

, 75, 119

Customer journey

, 157

Customers

, 123, 126

Dabur Ratanprash

, 177

Dairy

, 5

farmers

, 137

products

, 170

Dark on Internet

, 80

Data

, 130

Data collection

, 24, 135, 161, 184

Dealer processes

, 160

Debt

, 86, 94, 143

Decentralization

, 179

Decentralized renewable energy (DRE)

, 124

DRE-powered innovations

, 124

Demand consumer

, 45

Demand food

, 45

Department of Animal Husbandry

, 7

Desert Development Programme (DDP)

, 141

DESI Power

, 127

Design Thinking

, 180–181

Development

, 63, 118, 167, 194

Digital Bharat

, 34

Digital divide

, 139

Digital Empowerment Foundation (DEF)

, 41

Digital foundational identity

, 24

Digital India

, 34

Digital inequity

, 2

Digital innovation

, 135–136

Digital payments

, 34–35

Digital technologies

, 172

Digital tools

, 136

Digital transactions

, 33

Direct Benefit Transfer (DBT)

, 85

Direct-to-Home cable (DTH cable)

, 131

Directorate General of Foreign Trade (DGFT)

, 170

District Rural Roads Plan (DRP)

, 37

Diversity

, 14, 41, 46, 76, 172, 180

Diwali

, 13

Doctors

, 27–29, 105–107, 150, 161

Drama

, 82

Drinking water

, 141

Drought

, 9, 64, 72, 93, 167

Dudhkundi

, 38

E-catalogues

, 160

E-claims

, 160

e-Panchayat MMP

, 70

Earthen matkas

, 144

eBay-like sites

, 135

Ecofrost

, 192

Economic growth

, 13–15

Economic independence

, 18

Economics

, 37

Ecotron

, 192–193

Ecozen

, 126

Education

, 27–30

eHealth Centre (eHC)

, 194

Electricity

, 32, 38–39, 62, 72, 123–124, 127, 192

Electrification

, 37–39

Electronic National Agriculture Market (eNAM)

, 6

Electronic Point-of-Sale device (e-PoS device)

, 25

Email

, 25

Empowerment

, 179

Empty classrooms to engaging learning

, 99–103

Energy

, 38, 125

Energy efficiency (EE)

, 124

Ennovent

, 108

Entertainment

, 111

Entrepreneur

, 189

Entrepreneurship

, 61–65

with difference

, 41–43

Essential Commodities (Amendment) Act

, 53

Ethnography

, 181

European Union (EU)

, 171

eVidyaloka

, 29–30

Exports (see also Agricultural exports)

, 53, 171–172

Facebook

, 1, 75

Facebook Lead Generation advertisements

, 76

Farm distress

, 13

Farm management

, 137

Farm records

, 56

Farmer producer organizations (FPOs)

, 7, 54, 87

Farmers

, 5–6, 118–119

agricultural operations part-time

, 45

in India

, 5

Farmers’ Agreement of Price Assurance and Farm Services Bill

, 53

Farmers’ Produce Trade and Commerce Bill

, 53

Farming

, 5

to services

, 61–65

Fatalism to fearless futures

, 93–97

Feedstock

, 127

Fertilizer

, 6, 56–58, 94, 193

Finance

, 17, 43, 62

Financial growth, handouts to

, 85–90

Financial inclusion

, 33–36, 85

Financial self-reliance

, 19

Fintech services

, 138

Fisheries

, 62

Folk media

, 111

Folk music

, 111–112

Folk music forms

, 111

Folk songs

, 112

Food crops

, 130

Food demand, change in composition of

, 45

4G

, 27, 50

Fruit farms

, 5

Geographical indications (GI)

, 170

Global market

, 171

Goats

, 135

Google

, 50

Google Assistant

, 77

Google Play Store

, 41, 137

Google Start-up’s ‘Superwomen in Business’ initiative

, 18

Government (central)

, 6, 130, 141

Government (local)

, 145, 165

Government (state)

, 14, 27, 53, 95, 106, 108, 146, 166

Government data

, 142

Government of India’s Common Service Centre Programme

, 41

Government school

, 19, 29, 71, 77, 99–101

Gram Panchayat Development Plan (GPDP)

, 67

Gram Panchayats

, 119

Gram pradhans to new age influencers

, 149–152

Gram Vaani

, 78

Grameen Foundation India (GFI)

, 166

Grameen Learning Programme (G-LEAP)

, 166

Gramin Agricultural Markets (GrAMs)

, 130

Gramin Healthcare

, 27–28

Gramophone

, 193–194

Grapenet

, 171

Grassroots innovation

, 189

Grid

, 39, 192

Groundwater

, 72, 141–143

Haats to technology enabled marketplaces

, 129–133

Hamam soap

, 176

Har Angan

, 149

Har Gaon

, 149

Hatibari

, 38

Health

, 27–30

Healthcare

, 2, 27, 29, 105, 155

Hero Electric

, 119

Hero’s rural marketing strategy

, 149

Hewlett Packard

, 194

Hindustan Coca Cola Beverages Pvt Ltd.

, 55

Hiware Bazaar

, 94

Honda

, 119

Horticulture

, 45, 126, 172

Households

, 38

Human-centred design (HCD)

, 181

Hyundai

, 119

ICICI Bank

, 136

Identity

, 23–25

Identity Documents (IDs)

, 23

IKEA Foundation

, 165

Inclusion

, 23–25

India

, 3

agricultural reforms

, 5–6

agriculture production

, 172

farmers in

, 5

FPOs

, 7

Gram Panchayats

, 67

water resources

, 141–142

India Gate Basmati Rice

, 169

India Grant Innovation programme

, 166

‘India ka Engine, Andar se Strong’ campaign

, 120

Indian consumer culture

, 130–131

Indian Council of Agricultural Research

, 57

Indian Farmers Fertilizer Cooperative Limited (IFFCO)

, 27–28

Indian government’s electrification plans

, 124

Indian Institute of Technology (IIT)

, 78

Indian marketers

, 176

Indian Oil Corporation’s Kisan Seva Kendras

, 150

Indian rural economy

, 33

Indian Tobacco Company (ITC)

, 14

IndusInd Bank

, 108

Inficold

, 126

Influencer marketing

, 149

Information entrepreneurs

, 41

Infrastructure

, 6, 25, 63, 70, 130, 171

Innovation

, 177

around water management

, 146

Innovative technology

, 166

Instagram

, 75

content analysis

, 185–186

Integrated Child Development Scheme (ICDS)

, 58, 71

Integrated irrigation project in Karnataka

, 135

Integrated Micro PCR

, 194

Intelligent transport management solutions

, 118

Interactive Voice Response system (IVR system)

, 78, 136

Internal engine determines parameters

, 193

International Crops Research Institute for the Semi-Arid Tropics (ICRISAT)

, 145

Internet

, 1–2

banking

, 33

connectivity

, 186

users

, 157

Internet of Things (IoT)

, 27

Interviews with key influencers/timeline

, 183–184

Irrigation

, 5, 14, 94, 123

Jain Farm Fresh Foods Ltd.

, 55

Jal Jeevan

, 142

Jammu and Kashmir

, 100

Jan Dhan

, 25, 82

Jan Dhan Yojana

, 35, 85

Jan Sahas Social Development Society

, 10

Jatra

, 111

Jhangora

, 1

Jio

, 6, 77, 79, 176

Journey map

, 161

Journey mapping process

, 161

Kaam Waapasi

, 10–11

Kaan Khajura Tesan initiative

, 77

Kabasura kudineer

, 65

Kangaroo Care Project

, 161

Kangaroo Mother Care (KMC)

, 160

Kanjar caste

, 112

Karma

, 93

Karma Healthcare

, 108

Karnataka

, 9, 88, 126, 135, 142–143, 190–191

Karur Moringa and Vegetable Farmers Producer Company Limited

, 63–64

Kharangoi

, 37–38

Kharif

, 13

Khatiyan (mutation) document

, 95

Khushi Ram Behari Lal (KRBL)

, 169

Kiosk

, 27–28

Kirana

, 130–131

Kisan Chachi

, 17

Kisan Credit Cards

, 85

Krishi Mitra app

, 193

Krishi Samvaad

, 76

Krishi Vigyan Kendra (KVK)

, 42

Kumbh Mela

, 175–176

Labour

, 9, 101, 118, 191–192

Land disputes

, 69

Land grabbing

, 95

Land records

, 69, 88, 95

Land registry

, 95

Late adopters

, 80

Lead development partner (LDP)

, 167

Leaders Accelerating Development (LEAD)

, 191

‘Learn Out of the Box’ platform

, 99

Learning outcome

, 30, 100

Legal identity

, 24

Lifebuoy

, 79

Lipstick seeds

, 192

Liquefied petroleum gas (LPG)

, 123

Load sharing

, 127

Loan process

, 87

Logistics

, 6, 10, 54, 132

end-to-end

, 131

players

, 132

Long-term economic growth

, 189

Low-cost paddy thresher

, 191–192

M-Pesa

, 86

Machine learning (ML)

, 28

Madhya Pradesh (MP)

, 107

Maharashtra

, 23, 25, 34, 43, 77, 88, 93–94, 100, 107, 143, 166–167, 171

Mahatma Gandhi

, 197

Mahatma Gandhi National Rural Employment Guarantee Scheme (MNREGS)

, 13–14

Mahindra

, 13

Mahindra Group

, 88

Mahindra Rural Housing Finance

, 88

Malwa

, 112–113

Mandis

, 53–54

Market

, 6–7, 54, 56

Market regulations

, 171

Market-linkage models

, 62

Marketers

, 176

Mature users

, 80

Mawlyngthoh

, 37–38

McKinsey

, 27

Meat products

, 169

Mechanization

, 125

MedCords

, 107

Media dark

, 75–83

Medical staff shortages to digital healthcare

, 105–109

Meghalaya

, 37, 142

Mela helpline number

, 176

Melas to technology enabled marketplaces

, 129–133

MeraApp

, 41

Micro ATM

, 166

Micro Venture Innovation Fund (MVIF)

, 192

Micro-enterprise

, 38, 125, 151

Micro-retailers

, 160

Microfinance group

, 34

Microfinance institution (MFI)

, 166

Microgrid

, 125

Microsoft

, 28

Midday meals (MDM)

, 58

Migration

, 9–11

Minimum support price (MSP)

, 5, 54

Ministry of Agriculture

, 56

‘Ministry of Agriculture and Farmers’ Welfare

, 57

Ministry of Food Processing Industries

, 126

Ministry of Health and Family Welfare

, 3, 105

Mission Antyodaya

, 67

Mission Mode Project (MMP)

, 70

Mittal’s organization

, 145

Mobile app

, 132

Mobile banking

, 33

Mobile Internet

, 157

Mobile network

, 176

Mobile phones

, 27, 183

Mobile revolution

, 135

Mobile Vaani

, 78–79

Mobile wallets

, 33, 132

Mobile-based e-learning Android app

, 166

Mobility

, 2, 37, 70, 78, 86, 124–125

Monsoon

, 13, 72, 141

MoooFarm app

, 137

Moringa

, 63

Mrida

, 18–19

Murshidabad

, 42

Music

, 177

myUpchar

, 28

Naandi Foundation

, 189

Nandan Nilekani

, 24

National Bank for Agriculture and Rural Development (NABARD)

, 62, 130

National Commission on Population (NCP)

, 3

National Egg Coordination Committee

, 54–55

National Innovation Foundation (NIF)

, 192

National Institute of Open Schooling (NIOS)

, 18

National Land Records Modernization Programme

, 69–70

National Rainfed Area Authority

, 136

National Rural Health Mission (NRHM)

, 105

National Rural Livelihood Mission (NRLM)

, 63, 86

Natural resources

, 141, 182

Nautanki

, 111

to Takatak

, 111–115

Neev markets

, 150

Netafim

, 76

Netflix

, 75

New Gram Panchayat

, 67–73

Next Billion

, 77

Next-wave users

, 80

Nilkamal

, 190

Non-farm rural economy

, 124

Non-governmental organization (NGO)

, 18, 29

Noni syrup

, 64

Nuamania

, 38

Nutrition choices

, 58

Odisha

, 9, 34, 38, 70, 95

1Crowd

, 108

One District One Product (ODOP)

, 63

One-time password (OTP)

, 25

Onion prices

, 49–50

Oral folk traditions

, 111

Organic

, 45, 94

Other District Roads (ODR)

, 117

OTT

, 151

Oxigen

, 86, 166

Paddy harvesting

, 191

Paddy puddle

, 146

Panchamrit

, 177

Panchayat Enterprise Suite (PES)

, 70

Panchayati Raj

, 19

Panchayati Raj Institutions (PRIs)

, 70

Panchayats

, 33, 75

Parle-G

, 13

Participant observation

, 183

Participative Learning and Action (PLA)

, 180

Participative methods

, 180

Participatory research, practice new approaches in

Instagram content analysis

, 185–186

interviews with key influencers/timeline

, 183–184

participant observation

, 183

reflection

, 184

social mapping

, 181–182

technology-enabled rural research

, 184–185

village resource map

, 182–183

Pathshala

, 76

Paytm

, 34

People’s Plan Campaign (PPC)

, 67

PepsiCo

, 55

Per pupil expenditure (PPE)

, 101

Pesticides

, 6, 94, 137, 171, 193

Phagwara technique

, 146

Photography posts

, 185

Plastic waste

, 118

Plough to technology-enabled farming

, 135–138

PM-KISAN

, 85

Point-of-Sale (PoS)

, 35

Policy regimes

, 5

Polymerase chain reaction (PCR)

, 194

Post-lead service

, 89

Post-purchase experience

, 159

Potable water

, 190

Poultry farming

, 54

Poultry products

, 170

Poverty

, 42, 93, 117–118, 151

Power irrigation pumps

, 124

Pradhan Mantri Grameen Sadak Yojana (PMGSY)

, 37, 117–118

Pradhan Mantri Jan Arogya Yojana (PM-JAY)

, 106

Pradhan Mantri Jan Dhan Yojana (PMJDY)

, 85

Pradhan Mantri Kisan Samman Nidhi

, 85

Pradhan Mantri Ujjwala Yojana (PMUY)

, 71, 123

Pradhans

, 19

Pratham Foundation

, 99

Pre-lead service

, 89

Precision agriculture

, 56

Prepaid cards

, 33

Primary agricultural societies

, 33

Primary health

, 105

Primary Health Centres (PHCs)

, 105, 194

Private sector

, 46

Product innovations for livelihood applications

, 124

Productivity

, 7, 54, 56–57, 125, 171, 189

Professional Assistance for Development Action (PRADAN)

, 165

Project monitoring information system

, 118

Project Neev markets

, 150

Public distribution systems (PDS)

, 5, 58

Public Health Foundation of India

, 106

Punjab

, 9, 94, 137, 143, 169

Purchase

, 149

Pure rainwater

, 143

Quality assurance of spices directly corresponds

, 171

Qualix

, 171–172

Quora

, 76

Rabi

, 13

Radio Bundelkhand

, 112

Radiocity

, 11

Rainfall dependence to participative water management

, 141–147

Rajasthan

, 9, 38, 41, 71, 106–107, 151, 190, 194

Ramkali

, 62–63

Ramshej

, 25

Ration card

, 25

Razorpod

, 11

Reform

, 56

Reinforced cement concrete (RCC)

, 144

Religion

, 175–178

Religious gatherings

, 175

Religious leaders

, 177

Religious tourism

, 175

Retail

, 35, 62

Retail giants

, 130–131

Retailer

, 131

Rice exports

, 170

Robert Chambers

, 179

Robots

, 7

RuPay cards

, 85

Rural affluent

, 39

Rural communities

, 149

Rural consumers

, 132, 157

social milieu

, 158

Rural customer journey

, 157

advocacy or exit

, 159–162

awareness

, 158

consideration

, 159

need recognition

, 158

post-purchase experience

, 159

purchase

, 159

validation

, 159

Rural economy

, 61

Rural income-generating activities (RIGAs)

, 125

Rural India

, 2–3, 45, 131, 132, 141

Rural lives

, 125

Rural lower

, 39

Rural markets

, 13, 75, 132

Rural middle

, 39

Rural migrants

, 9

Rural MSMEs

, 61

Rural poor

, 39

Rural retailers

, 132

Rural roads

connectivity

, 37–39

mud paths to

, 117–121

Rural shop owners

, 132

Rural transformation, forge partnerships for

, 165–168

Rural women

, 17–20

Rural-level institutions

, 33

Salesforce

, 160

Samsara

, 93

Samunnati

, 87–88

Sankalpa Rural Development Society (SRDS)

, 142–143

Sarpanch pati

, 70

Sarpanches

, 70, 78–79

Satsangs

, 112

Saubhagya scheme

, 38

Savdhaan

, 82

School teacher

, 27

Schools

, 29, 77, 99, 112, 183

Seasonal migrants

, 9

Seasonal migration

, 9

Seenthil (Tinospora cordifolia)

, 64

Segmented addressable market (SAM)

, 124

Sehat Sathi

, 107

SELCO Foundation

, 126

Self-help groups (SHGs)

, 17, 34, 43, 62–63, 86, 184

Self-service bill payment kiosks

, 35

Semi-structured interviews

, 183

SHG led Transformation of Rural communities through Partnerships (STaRTuP)

, 165

Shramdaan

, 94

Shramdan

, 167

SIM card

, 25, 99

Simple communication

, 89

Siri/Google assistant

, 50

Smart highways

, 118

Smartphone

, 1, 6, 10, 49–50, 77–78, 96, 99–102, 107, 132, 138, 166, 183, 185, 193

SME

, 61

Social business venture

, 18

Social cause or government programme

, 149

Social mapping

, 181–182

Social structure

, 2, 182

Social welfare programmes

, 23

Software engineers

, 151

Soil Health Cards

, 57–58

Soil information

, 56

Solar

, 125

Solar water pump system

, 193

Solar-powered irrigation systems

, 126

Solar-powered sewing machines

, 126

Sonalika Tractors

, 13

Soochnapreneurs

, 41–42

Spices

, 170–171

Sports

, 19, 77

Start-up Village Entrepreneurship Programme (SVEP)

, 151

StoreKing app

, 131

Storytelling

, 183

Sub-centres

, 105

Sub-Divisional Magistrate (SDM)

, 62

Suraksha Dhaga

, 176

Sustainable

, 17–18

Svamitva

, 197

Swang

, 111

T-Series

, 177

Tamasha

, 111

Tamil Nadu

, 29, 63, 63, 77, 87

Tata Gram Mitras

, 150

Tata Kisan Mitra

, 150

Tata Motors

, 150

Tech-based crop advisory

, 193

Technological advances

, 56

Technology

, 5–7, 132

Technology-enabled rural research

, 184–185

Tele-diagnosis kit

, 27

Tessol

, 126

Three-inch feeder pipe

, 143

TikTok

, 75

Total addressable market (TAM)

, 124

Totapuri mango

, 55

Traceability

, 45, 56, 171

Tractors

, 124

Trade

, 54, 124, 171–172

Traditional hypermarkets of rural India

, 129

Traditional influencer marketing

, 149

Traditional water-harvesting techniques

, 142

Transformative innovations

, 189

Transport infrastructure

, 117

Tribal-dominated villages

, 38

Turmeric

, 63

TVS Motors

, 119

Twitter

, 75

UIDAI

, 25

Ultra-High Density Plantation (UHDP)

, 55

Unicef’s Seekh programme

, 77

Unilever

, 77, 79, 176

Union territories (UT)

, 70

Unique Identity Number (UID)

, 23

United Phosphorus Limited (UPL)

, 137

Unlock grassroots innovation

, 189–195

Unmanned Aerial Vehicles (UAVs)

, 137

‘Unnati’ Project

, 55

UPI payments

, 132

Urban consumers (see also Rural consumers)

, 158

USAID

, 34

USSD text-messaging services

, 57

Uttar Pradesh (UP)

, 78–79, 99

Vakrangee

, 131

Validation

, 157

Value chains

, 34

VilCart

, 132

Village development programme

, 18

Village haat

, 129–130

Village Level Entrepreneur (VLE)

, 131

Village resource map

, 182–183

Village roads

, 117

Village Social Transformation Foundation (VSTF)

, 166

Villagers possessing mobile phones

, 183

Villages in India

, 142

Vimukta Samuday Samarthan Manch (VSSM)

, 144

Vodafone

, 79, 99

Vokal

, 76

Volunteers

, 182

Wahnongbah

, 37–38

Wall paintings

, 89

Warranty registration

, 160

Water

, 32, 46, 72, 93, 167

resources

, 141

water-intensive crops

, 142

WaterWheel

, 190

Weather

, 10, 94

information

, 56

weather-monitoring activity

, 146

WebBox

, 99

Webex

, 75

Welspun

, 176

West Bengal

, 9, 42, 55, 95–96, 142, 165

West Bengal State Rural Livelihoods Mission

, 95

WhatsApp

, 1, 135, 193

Wholesale

, 6

Wi-Fi Choupal programme

, 75

Women participation

, 19

Women’s Land Literacy programme

, 95

Workshop

, 150, 162

World Trade Organization

, 169

World Wide Foundation (WWF)

, 63

YouTube

, 1, 75–76

Zamindari system

, 69

Zee Network

, 11

Zoom

, 75