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RURAL MARKETING
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The Public Distribution System
The public distribution system (PDS) is a system of distribution of essential commodi-
ties to a large number of people through a network of FPS (fair price shops, often
referred to as ‘ration shops’). The commodities are wheat, rice, sugar, edible oil, and
kerosene. The PDS has been evolved to reach both the urban and the rural population
in order to protect consumers from the fluctuating and escalating price syndrome.
EVEREADY
Eveready, the market leader in batteries and torches, aimed to be the lowest-cost producer of the
highest-quality products with better customer reach. ...
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