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THE CALL OF RURAL INDIA
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CHAPTER 1
7
available at the village and block levels also adds to the confusion, as it is difficult to
determine where distribution efforts would reveal a viable market. A ‘Small Town
Index’ to rate the attractiveness of one location versus another would be an invaluable
tool in determining where to make the product or service available.
Awarenes
Low levels of literacy remain a stumbling block for any communications message for
rural consumers. However, literacy rates are rising, indicating that comprehension lev-
els will rise, too. Access to mass media, especially television, is very high in rural India, ...
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