eChapters

Introduction

Advertising agencies play a critical role in the marketing ecosystem by designing, planning, and executing advertising campaigns for businesses. These agencies act as intermediaries between brands and consumers, helping businesses effectively communicate their message. This chapter explores the role, functions, and impact of advertising agencies, incorporating both global and Indian perspectives.

Functions of an Advertising Agency

Advertising agencies provide a range of services essential for a successful marketing campaign. Their key functions include

1. Strategic Planning: Agencies conduct in-depth market research to identify target audiences and formulate effective advertising strategies. They analyze consumer behavior, competition, and market trends to design impactful campaigns.

Abstract
Abstract: India’s entrepreneurial landscape has evolved significantly, from ancient trade during the Kanishka Empire to the modern startup boom catalysed by the liberalization of the computer industry in the 1980s and the establishment of NASSCOM in 1988. The startup ecosystem gained momentum post the dot-com bubble, with historical roots tracing back to early 20th-century firms like IBM. The launch of the “Startup India” initiative in 2016 accelerated this growth, positioning India as a global startup hub. This study focuses on Maharashtra, India’s leading state with 3,661 recognized startups, ranking first in 2018 with 2,787 registrationsaccording to the Department of Industrial Policy and Promotion. With Mumbai and Pune as key startup hubs, the study explores the vibrant ecosystem, analysing its growth, challenges, and contributions to India’s economic landscape.
Keywords: Startup India, Entrepreneurship, Maharashtra, Startup Ecosystem, Liberalization, NASSCOM, Dot-com Bubble, Mumbai, Pune, Economic Development

Introduction

Agriculture and allied sectors contributing significantly to rural employment generation. It also contributes almost 18% of GVA (Gross Value Added) in Indian Economy at current prices (Economic Survey of India 2016-17). It remains sustaining livelihood security with nutritional security and help in social transformation of the country. Second half of 20th century witnessed the change of traditional and subsistence Indian agriculture into a commercial activity. Green revolution of sixties paved the way for entry of agribusiness companies selling seeds, fertilizers, pesticides and farm machineries. Agriculture today faces many challenges which include globalization and market liberalization, food price crises, natural resource depletion, climate change, rapid urbanization, changing production and consumption patterns, demographic changes etc. Market driven agriculture production is need of the hour since marketing has become a challenge for small farmers. Agri- preneurship development can be key in this scenario.

2.1 Introduction

Automation of agricultural field with IoT and microcontroller is new era of technology. Arduino based solution to agricultural field is open source platform. It can be used for developing data loggers and new sensors environment. The rate of solutions with Arduino and sensors is high as it is open source platform. The use of Arduino in agriculture can accelerate the growth of automation. Arduino can be interfaced with sensors like:

• Temperature
• Humidity
• Soil Moisture
• Water Pressure
• Water Flow and Water Metering
• Rain Gauge

Introduction

Cloud computing is now evolving like never before, with all types of establishments irrespective of shapes and sizes adapting to this new technology. The experts believe that this trend will continue to grow and develop even further in the coming years. While cloud computing is undoubtedly beneficial for mid-size to large establishments, it is not without its downsides, especially for smaller establishment.

4.1 Introduction

According to Ministry of Information and Broadcasting (2019), presently there are 275 operational community radio stations. There are ten communi radio stations in the state of Uttarakhand. One is called Kumaon Vani which is licensed to the well known environmental non-profit group called The Energy andResourcesInstitute (TERI) based in Mukteshwar district.The otheris called Radio Khushi licensed to Guru Nanak Fifth Centenary School and based in Mussoories and third is Hello Doon licensed to National Institute of Visually Handicapped (NIVH) and based in Dehradun. The fourth is Hevalvaani in Chamba (Tehri Garhwal) whuch is licensed to NGO Aastha Jan Kalyan Evam Vikas Samiti . The fifth is Pantnagar Janvani licensed to Govind Ballabh Pant University of Agriculture and Technology (GBPUAT) and based in Pantnagar. The six is Himgiri ki Awaaz licensed to Himgiri Nabh Vishwavidyalaya (University of Sky) in Dehradun. The seventh is Radio Zindagee licenced to Graphic Era Educational Society. The eight is Radio Dehradun licenced to one NGO name Swantarta Senani Lokbandhu Ram Murti Pawsey Sewa Nyas Trust. The ninth is Hello Haldwani which is licenced to Uttarakhand Open University. The tenth is Mandakini Ki Awaz in Rudra Parayag which is licenced to NGO Mandakini Ki Awaj Sewa Samiti.

Introduction
 
Electronic resources for libraries includes online databases , electronic( e-) journals , electronic(e-) books ,full text articles and web sites, where online journals have firmly established themselves as essential resources for libraries and information centers  and their users, as appointed books in most of disciplines. Electronic books (e-books) have not found the same favour. The potential of e-books to support learning activity has been acknowledged, and new services have emerged in recent years, but uptake has been slow.

Entrepreneurs not only identify business opportunities but also mobilize essential resources, often summarized as the “5 Ms”: Man, Money, Machine, Materials, and Methods. Key functions include:
1. Idea Generation: Entrepreneurs generate ideas through their vision, experience, training, and exposure. This involves selecting products and identifying projects by conducting market surveys and environmental scans.
2. Setting Objectives: Entrepreneurs establish clear objectives for their business, including defining its nature and type.
3. Raising Funds: Finance is crucial for any business. Entrepreneurs must secure funds from internal and external sources, leveraging government schemes like PMRY, SGSY, or REGP where applicable.
4. Procuring Raw Materials: Entrepreneurs identify cost-effective and reliable sources for raw materials to minimize production costs and stay competitive.
5. Acquiring Machinery: While procuring machinery, entrepreneurs assess technological details, capacity, manufacturer credentials, after-sales services, warranty, and origin (domestic or foreign).
6. Market Research: Entrepreneurs conduct systematic market research to understand the demand, supply, pricing, and customer base of their intended products.
7. Choosing the Enterprise Form: Entrepreneurs select the business structure (sole proprietorship, partnership, joint-stock company, or cooperative society) based on investment, product type, activities, and workforce needs.
8. Recruiting Manpower: This involves estimating workforce requirements, establishing selection processes, devising compensation schemes, and creating training programs.
9. Project Implementation: Entrepreneurs execute their projects within a defined timeline, focusing on effective action planning.These functions
can be grouped into four categories: Innovation, Risk-Bearing, Organization, and Management.

1. Introduction

An expert system is defined as “a computer program designed to model the problem solving ability of a human expert” (Durkin, 1994). It is also defined as “a system that uses human knowledge captured in a computer to solve problems that ordinarily require human expertise”. An intelligent computer program that uses knowledge and inference procedures to solve problems that was difficult enough to acquire significant human expertise for their solutions. It is a computer application that solves complicated problems that would require extensive human expertise. To do so, it simulates the human reasoning process by applying specific knowledge and interfaces. Expert system also uses human knowledge to solve problems that normally

Concept of Community Development

A community is a group of people, who live in a geographical area and have interests in each other for the purpose of making a living. It is a form of social organization existing between the family and the state. Development connotes growth and implies gradual and sequential phases of change. A community development program means a program for gradual change in a group of people living in a geographical area and having an interest in each other for making a living. It involves the principles of sustainable development, empowerment, inclusivity, social justice, human rights, participative democracy, and equality. It is a collaborative and facilitative process of people who share a common purpose of building the capacity to have a positive impact on quality of life.

• Community development is a movement intended to promote better living for the whole community with the active participation and on the initiative of the community.

• It is a balanced program for stimulating the local potential for growth in every direction in both wealth and welfare by themselves with minimum outside help.

• It is technically aided and locally organized by self-help.

• Community development is adopted by many governments to reach village people and to make more effective use of local initiative and energy for increased production and better living standards.

• Community development is a process of social action in which the people of a community organize themselves define their needs and problems and plan for action.

The role of farmers in Citizen Science is a rapidly evolving field that holds tremendous promise for transforming the way we approach agricultural research and development. By leveraging the knowledge, expertise, and experiences of farmers, Citizen Science initiatives can help address some of the complex challenges facing agriculture today, from climate change and soil degradation to water scarcity and pest management.
One of the key benefits of involving farmers in Citizen Science is that it allows for the integration of local knowledge and expertise into the research process. Farmers have a deep understanding of their land, crops, and ecosystems, which can provide valuable insights into the complex relationships between agriculture, environment, and society. By tapping into this knowledge, researchers can develop more effective and sustainable solutions to agricultural challenges.
Another advantage of farmer-led Citizen Science is that it can help to increase the relevance and effectiveness of research. By involving farmers in the design and implementation of research projects, researchers can ensure that their work is addressing the real-world needs and concerns of agricultural communities. This can help to bridge the gap between research and practice, and ensure that scientific knowledge is translated into practical solutions that benefit farmers and their communities.
Furthermore, the involvement of farmers in Citizen Science can also help to promote greater equity and inclusivity in agricultural research. By providing opportunities for farmers to participate in research, Citizen Science initiatives can help to empower marginalized communities and promote social justice. This can be particularly important in developing countries, where smallholder farmers often lack access to resources, information, and decision-making power. In addition, farmer-led Citizen Science can also contribute to the development of more sustainable and environmentally-friendly agricultural practices. By working together with researchers and other stakeholders, farmers can help to identify and promote practices that reduce environmental degradation, conserve natural resources, and promote ecosystem services.
Overall, the role of farmers in Citizen Science has the potential to transform the way we approach agricultural research and development. By leveraging the knowledge, expertise, and experiences of farmers, we can develop more effective, sustainable, and equitable solutions to the complex challenges facing agriculture today.

SYNOPSIS

Fish has now become an important animal protein for mankind. It is a rich source of essential amino acids, vitamins and minerals. Fish meat is easily digestible compared to other animal meat and has a higher Protein Efficiency Ratio when compared to casein, the milk protein. Fish oils like body oils of fishes like sardine, mackeral, anchoviella, herring, salmon etc. are the richest source for Omega-3 long chain poly unsaturate fatty acid like Eicos- pentanoic acid (EPA) and Docosahexaenoic acid (DHA) having therapeutical applications for man. A number of fishery products and by-products like squalene, chitin, chitosan, oyster meat, mussel meat, shark bones etc.

Introduction

The diversifi cation and modernization of the present agricultural and other related activities supported by efficient on and off farm processing of the commodities for the purpose of value-addition is expected to increase food production and create employment and income generation. Adding value to food commodities after harvest is also aimed at minimizing the losses during storage and to maintain the quality of product. Efficient post-production practices, particularly the preservation and processing of agricultural and allied produces may bring a wide range of benefits to the people in this country, generating job opportunities by opening up village-level processing units. The goals of post-harvest and food processing technology are loss prevention as well as adding value to the harvested biomass, which result in more income to the farmers/processors and better quality produce provided to the consumers. Post-harvest and food processing technology are commodity-and location-specific and it is done at home, village and/or cottage levels at small and large industrial scale. On-farm post-harvest storage and primary processing integrated with production technology help to generate more employment opportunities and additional income for rural people. Minimization of the post-harvest losses is an important means to increase per capita food availability. It also helps to generate more employment and income. Investment in post-harvest measures is more economical and time saving than in productivity to obtain the same amount of a particular commodity. Furthermore, post-harvest measures automatically add value to the raw commodities as they pass on their marketing channels. Adoption of postharvest technologies and value additive measures are very strong tools for rural and social development through employment and income generation. Development and adoption of efficient value addition practices will enhance national food supply and sustain food security even at the household level. Fruits and vegetables processing industries have a good deal of potential in serving the rural economy. First, it helps in generating more employment for rural people. It will also check mobility of rural masses towards urban areas in search of employment. Employment opportunities offered by agroprocessing industries are plenty to the farm population and entrepreneur seeking self-employment. Cottage scale units particularly offer self-employment opportunities. Traditionally women handle food and are familiar with skills of food processing. In order to improve the status of living of woman and rural food processing, low cost appropriate fruit and vegetable processing technologies offer excellent opportunities for production of processed foods. The improvement of status of socially backward and landless labor classes will be possible only through providing non-farm employment at their doorsteps. This will generate a sense of security and confidence amongst rural people for overcoming uncertainty in agricultural income and providing self-employment to the land-less labor. The locally available untapped resources should be used effectively.

Introduction

Entrepreneurship assimilates a very decisive dynamic dimension in a modified form through the globalisation progression into the Indian economic system. The core strength of economic development and economic growth in all underdeveloped and developing nations around the world is only due to the presence of entrepreneurial activity. A successful entrepreneurial approach plays a crucial role in the progress of industrial, manufacturing and service sectors and the development of agriculture. The government of most developing countries have invested much effort and resources in the past to enrich entrepreneurship (Oni and Daniya, 2012). According to a recent study, Saudi Arabia has been attempting to build a ten-year innovation and efforts entrepreneurship programme starting the year 2010. Similarly, in Malaysia, the government guided to set up of several technologies through the growth of technological know-how in entrepreneurship.

Introduction

ICT in agriculture is an emerging field focusing on the enhancement of agriculture and rural development. It involves applications of innovative ways to use ICT in rural domain. The advancement in ICT can be utilized for providing accurate, timely, relevant information and services to the farmers, thereby facilitating an environment for more remunerative agriculture. (Mahant et. al. 2012). Information and Communication Technology (ICT) in agriculture can act as a driving force in the development process. It facilitates marketing decisions, directs the competitive process and simplifies marketing mechanisms. Accuracy, Availability, Applicability and Analysis are the four ‘A’’s of marketing information; a farmer may decide how much to produce, when and where to sell and a trader may expand trade (Behera, 2015). Social media is the new upcoming area in agricultural marketing that has blogs, microblogs, pages, groups etc. It saves time and cost of the farmers for getting information. Facebook is the most likely social media for pages and profiles.

ABSTRACT

Small holdings in developing countries have long been associated with poor farming practices, intensive labour and low income, which make the sector unattractive to a new generation of farmers. Lack of youth interest and involvement in agriculture affects the sustainability and survival of family farms. This interest in farming is further strengthened by ICT providing access to markets and information to boost production. Researchers found that youngsters easily grasp the ICT applications, acquire information, and jump onto new market opportunities. Considering the above facts the present paper will address the issue of the role that ICT can play in invoking the interest of youth in farming.

Keywords:ICT, youth, farming, sustainability

The transfer of technology keeps the wheels of agriculture development moving. The existing transfer of technology mechanisms and extension programs are either slow or ineffective in bridging the linkages between the research community and the farmers. Information Communication Technologies (ICT) in agriculture is an emerging field focusing on the enhancement of agricultural and rural development. The advancements in ICT can be utilized for providing accurate, timely, relevant information and services to the farmers, thereby facilitating an environment for more remunerative agriculture.

ABSTRACT

With the developing world still depending on agriculture to a great extent and rural people depending on it for their livelihood, it comes as no surprise that family farms have been the focus of development in recent times. Family farms have been legacy for most of the farmers and along with it being principal livelihood option for many, the increasing need of agricultural extension services for these farms become more important. But at the same time, the huge gap between the number of famers or farm households and the extension personnel is a reality. And to bridge this gap, Information and Communication Technologies (ICTs) can play a significant role. Another purpose it serves is making agriculture attractive to the young people engaged in farming, mostly by compulsion. ICTs like web portals, mobile phones and social media are the most popular and most widely used and can enhance the interaction among researchers, extension personnel and farmers. The youth today are hooked to the internet and their 1^st major activity on the web is social networking. Also, mobile phones are the most popular form of ICTs as has been proven by the sheer number of subscribers worldwide. And these tools, used appropriately, can change the whole structure of agricultural communication. ICTs can be an important part of communication strategies, connecting the youth to peers and professionals. It is true that the ‘apps won’t plough the fields’ but they will definitely help the youth do the job better. ICTs can prove to be a great catalyst in engaging agricultural community in family farms making agriculture attractive and sustainable again.

Tank irrigation is passing through a critical juncture in India today. Tank irrigation contributes significantly to agricultural production in India in general, and in Andhra Pradesh, Tamil Nadu and Karnataka, in particular. The tank irrigation system is one of the vast networks of thousands of water bodies that constituted a distinctive landscape which was medieval in origin but still the basis of livelihood in the dry Southern plains(Mosse, 2003, P-4). Tank is a small reservoir constructed across the slope of the valley to catch and store water during rainy season. Water is controlled by sluices attached to the tank bank and is delivered to paddy field by distributing channels. Tank is considered as a common property resource. The National Sample Survey Organization defines common property resources as the resources that are accessible to and collectively owned, managed by identifiable community and on which no individual has exclusive property rights (NSSO, 1999).

Abstract

Women play a critical and potentially transformative role in agricultural growth in developing countries but they face persistent obstacles and economic constraints limiting their potential inclusion in agriculture. The feminization of agriculture is determined by two major factors, first compared to men, women have much poorer access to and control over productive resources and they have inadequate access to public services, such as training, extension and credit. Women farmers often lack the know-how and the confidence to use the improved technology and most of the new technologies. The reason being most of these advancements are aimed at male specific end users. Giving support to rural women is a way of breaking the vicious cycle that leads to rural poverty so there is need to cut the drudgery of women farmers and make their efforts worthwhile and economical. Development strategies should consider rural women as the epicenter, paying special attention to their social skills both within and without agriculture sector. In terms of equity, women overall have lower awareness of AAS than men do, indicating the importance of targeting women in communications efforts. More trainings are required to generate interest and motivate farm women to learn about the AAS and use it. Closing the gender productivity gap could increase agricultural output in by a significant amount. Increased production would also imply increased food availability and reductions in undernourishment. Integrating Gender and Agriculture within Agricultural Extension System empowers families, helps women to contribute to household incomes, increases productivity & reduces gender gaps in agriculture.

ABSTRACT

The future of any country depends on how the youth are moulded. Employment is the key to economic and social development and providing youths with job opportunities is a major issue for all countries irrespective of their level of development. Villages have become a source of cheap labour for growing cities. Meanwhile, rural communities are deprived off the services of rural youth. Increasing pressure on land is compelling youth to get out of farming. In India, there are 639 Krishi Vigyan Kendras (KVKs) located in every district and also known as the AKC (Agriculture Knowledge Centre). One of the mandate of KVKs is to impart vocational trainings to rural unemployed youth, landless laborer, school dropout boys and girls. The Hisar Districthas been divided into nine blocks and three sub divisions covering 274 villages, with average annual rainfall about 400 mm and the soil type issandy to sandy loam. Sh. Joginder Singh s/o Sh. Mahender Singh, 10+2 passed, 26 yrs. old youth was engaged in traditional cultivation of agricultural crops on his farm at village Saharwa (Hisar). In 2010, he came in contact with KVK, Hisar and got trainings from this centre. He was motivated to diversify his traditional system of agriculture with integrated farming system of vegetable production+ dairy farming+ horticulture+ boundary plantation of agro-forestry multipurpose tree species. With this diversified farming system, his income increased many folds i.e. Rs. 35000/acre to Rs. 4.40 lac/acre/year.

Abstract

This paper studies the role and status of Indian Agricultural Market Intelligence System (IAMIS) in improving the economic returns of agri-sector in India. Marketing intelligence makes agricultural marketers, including agri-entrepreneurs, aware and updated and reduces risk in decision making. India produced 275.112 million tonnes of food grains in 2016-17 and the projected requirement is 311million tonnes in 2030. Income of farmers has increased at a CAGR of 10.61% and number of farmers has declined at a CAGR of -0.25% from 1993-94 to 2014-15. Acreage remains stagnant. Given this background, to exploit full potential of agricultural production, market intelligence has a great role. The DES and Department of Food with their 435 market information systems (MIS) units transmit daily information through public media. The essential prerequisite of ensuring farmers’income is that they need credible information about “likely price situation”. Agriculture Marketing Intelligence System (AMIS, 2011) has emerged with the aim to provide services in agriculture and allied sectors. ICAR (1991) took initiatives under World Bank to assist National Agricultural Innovation Project (NAIP) and Export Market Intelligence Cell (EMIC) was set up in Tamil Nadu with ten State Agricultural Universities. This paper uses globally available price forecasting models (ARIMA, GARCH, etc.)on 20 crops to provide an idea of the existing status and policies in agricultural market intelligence.

Methodology

In the present study, the researcher has tried to present a broad picture of the role of media with his empirical observations on news in some selected print media and TV channels. The content analysis of news along with comparative method between print and electronic, news related to problems in rural governance and other news were taken into consideration.

Introduction

As Mahatma Gandhi, the Father of Nation, rightly pointed out that “The true India is to be found not in its few cities, but in its seven hundred thousand villages. If the villages perish, India will perish too”. (GoI website) Primarily India is an agrarian society, where more than 70% people lives in countryside. As majority of our population reside in rural hinterland and their livelihood depends on agricultural and economic activities related to it. People from rural areas migrating to mega cities or urban areas or industrial townships to seek jobs in service sectors. The seasonal migration of laborers to big cities has become a regular feature in our economy. These uprooted people feel lucky to get something to earn for near and dear ones. 58 per cent of these rural households are employed in farming sector i.e. cultivation, livestock rearing and other agricultural activity, which in turn contributes less than 60 per cent to their average monthly income. These were the findings of the ‘Situation Assessment Survey of Agriculture Households’ for the 2012-2013 crop years, from July to June. A brief overview of Indian economy reveals that agriculture contributes 16.5 per cent of the GDP contribution, compared to Industry’s 29.8 per cent and service sector’s 54.4, as per the census of 2015. It is also worth to recall that despite the big claim of booming Indian economy, the share of informal employment in total employment has remained above 90 per cent throughout the period 2004-05 to 2011-12, the Economic Survey 2014-15 revealed.

Role of Ministry of Micro Small & Medium Enterprises

Engage in promotion & development of MSME’S in the country through framing proper policies and schemes.
Implementing policies and schemes through its attached office DC, MSME, Nirman Bhawan, New Delhi. 

The agricultural sector is undergoing a significant transformation, driven by the increasing use of digital technologies, such as precision agriculture, drones, and satellite imaging. One of the key outcomes of this transformation is the generation of vast amounts of data, which can be used to inform decision-making, improve crop yields, and enhance the overall efficiency of agricultural operations. Farmers, researchers, and policymakers require effective tools and strategies for managing and analyzing these data to extract valuable insights and inform decision-making. This is where Farmers’ Data Base Management and Analysis comes into play (Fig.6.1).
6.1 Importance of Data Management and Analysis in Agriculture
6.1.1 Effective Data Management and Analysis are Critical in Agriculture, as they Enable
• Improved crop yields: Data analysis can help identify optimal planting dates, irrigation schedules, and fertilizer applications, leading to increased crop yields and better quality crops.

INTRODUCTION

Natural resources are the untamed natural essence of the environment which contain a significant amount of material as well as aesthetic values. Natural resources are broadly categorized into renewable, flow and non-renewable sources. While renewable natural resources primarily involve living sources such as forests, crops fish, reindeer, coffee, etc. and non-living sources like water and soil. Natural resource management refers to the management of natural resources such as land, water, soil, plants and animals, with a particular focus on how management affects the quality of life for both present and future generations. Natural resource management is congruent with the concept of sustainable development. It is a scientific principle that forms a basis for sustainable global land management and environmental governance to conserve and preserve natural resources (Wikipedia, the free encyclopedia, 2009). Though forest, water, agriculture land and crops, minerals, livestocks and many more constitute natural resources in India but forest represents the second-largest land use in India after agriculture, covering about 641,130 square kilometers, or 22 percent of the total land base (FAO 2005). Forestry is the second largest land use after agriculture and accounts for about 1.5 % of the nation’s GDP (World Bank, 2006) in India. On one hand, forests support the livelihood of the poor, especially the tribals, and on the other hand, it is remarkable to see that the poorest people of our country live in the rich forest and natural resource base (Narain, 2008).

3.1 Introduction

Internet of Things (IoT) allows computational devices and sensory support to connect with each other and access services on the Internet. The IoT idea was introduced to connect devices through the Internet and facilitate access to information for users. The potential application of IoT includes agriculture. The aim of this chapter is to explain the role of NodeMCU in the agriculture field. NodeMCU is IoT module which can be used to present the IoT concept as a basis for monitoring and control. The systems used in farm production processes. NodeMCU play a key role, with a focus on their realization by available microcontroller platforms and appropriate sensors. IoT based system provides opportunity to users to monitor and control the process remotely.

1. Introduction

Universal development through Education for all had been a prominent feature earlier during Millennium Development Goals and recently it has gained a fresh momentum when United Nations General Assembly set 17 inspirational Sustainable development Goals. Quality Education is the focus of SDG 4, “Ensure inclusive and equitable quality education and promote lifelong learning opportunities for all” (Sustainable Development Goals, 2023). Role of education in achieving these sustainable development goals in developing countries is well recognized by OECD. OECD in its report on ‘Education at a Glance 2013’ states that “Educational attainment is frequently used as a measure of human capital and the level of an Individual’s skills. The level of educational attainment is the percentage of population that has reached a certain level of education. Higher levels of educational attainment are strongly associated with higher employment rates” (OECD, 2013). Furthermore, OECD in its report published in 2017 explains that “Making SDG 4 a reality will transform lives around the globe. Education is so central to the achievement of a sustainable, prosperous, and equitable planet that failure to achieve this particular SDG puts at risk the achievement of the 17 SDGs as a Whole” (OECD, 2017).

Introduction

Women constitute half of the Indian population. Around 80 % of the total female population lives in rural and out of 31 million women work force of the country, 20 million are living in rural areas. The role played by women in agriculture is more enormous and fully recognized. Women accounted for more than 76 per cent of the marginal workers and about 16 per cent of them are main workers. Among main workers as well as marginal workers more women belong to the category of agricultural labourers. The role of women and their involvement is more in production, processing and storage of grains. In general, 60-70 per cent of labour input is provided by womenfolk which increases upto 80 per cent in rice. Women formed part of a highly valuable human resources which with appropriate training and education, can bring about phenomenal changes in the desirable direction. By keeping this view, the main focus of this paper was, to find out the role played by the farm women in farming, allied and off-farm activities.

The backwardness and underdevelopment of our rural areas have drawn the attention of not only the planners but also those who are interested in the overall development of the India. The numerous schemes have not appreciably raised the living standard of the rural masses. Adoption of traditional agricultural technologies, lack of knowledge of improved practices, in sanitary conditions, inadequate housing and educational facilities are serious challenges faced by the rural masses. Unless we devote our efforts towards this cause, the chances of improvement of rural areas are remote in the near future.  The youth, who are the citizens of tomorrow have a vital role to play.  Youth reflect the national potentiality and represent the life blood of a nation.  Development of youth determines the future of the community and the country as a whole. As psychologists say, youth possess dynamic energy, creative activity and adventurous spirit and undergo physiological and psychological changes as they grow. In agriculture, due to small holdings, erratic rainfall, unrealistic market and price for the produce and meager income from crops, youth farmers are taking up dairying and sericulture as subsidiary enterprises which provide additional income and gainful employment to them as members of farm families throughout the year.  Young members of farm families play an important role in managing these enterprises. A study was  undertaken to know the role of youth in milk and silk farming.

Women empowerment refers to the process of enabling women to increase their control over their lives, resources, and decision-making power. It involves promoting gender equality, challenging gender stereotypes, and addressing the social, economic, and political barriers that prevent women from reaching their full potential.

The Government of India declared 2001 as the ‘Year of Women’s Empowerment and the National Policy for the Empowerment of Women came into force from 2001. The policy approaches that were underlined in this policy concerned gender equality. The policy proposed that the legal system be made responsive and gender sensitive to women’s needs. It stated that women should be economically and socially empowered through focused efforts.

Women Empowerment has Several Dimensions

1. Economic Empowerment: Access to education, employment, credit, and other economic resources.

2. Political Empowerment: Participation in decision-making processes, leadership positions, and political representation.

3. Social Empowerment: Challenging gender stereotypes, promoting gender equality, and addressing social norms that limit women’s potential.

4. Legal Empowerment: Access to justice, legal rights, and protection from discrimination and violence.

5. Psychological Empowerment: Building self-esteem, confidence, and self-reliance.

Establishment of databases and data warehouse; knowledge discovery from database/data warehouse (KDD) and development of the mechanism of dissemination of knowledge on information networks as per requirements of user groups is gaining importance now a days. Since there is a large number of data collection agencies and equally diverse resources for which the information is collected, it is easy to visualize the heterogeneity of information. The problem is compounded by the fact that there are no common standards that are applied in data collection. Designing data warehouses to integrate the collected information poses a formidable challenge to any data warehouses architect. In order to use the information for planning and decision-making level, data have to be integrated and aggregated properly.

Introduction

The libraries of 2020 become multi-media centres of information resources, leaving behind their dull and drab image of repositories of old dusty books materials like micro-films, audio and video cassettes. Various electronic products for use both off line and on line representing the special type of materials need special equipments of different makes for their effective use.

Introduction

The Integrated Watershed Development has come to be recognized internationally as an important holistic approach to natural resources management and poverty reduction, wherein promoting the concept of sustainable development. In the Indian context, watershed development has come to be acknowledged as key and discrete units in rural development which forms an important vehicle for achieving the objectives of increased production and availability of food, fodder and fuel restoration of agro ecological balance and in improving the livelihood status of the village communities.

In line with the above, the conceptualization of Integrated Watershed Development Project Hills-II (initiated in September 1999) has been built up on the success of IWDP Hills-I project with a laudable vision to arrest environmental decline, boost agricultural growth, and ensure better management of scarce land and water resources and reducing poverty dimensions in the Siwalik & Karewas regions, which are one of the most environmentally degraded areas in India. The project area encompasses two sub-watersheds in sub-tropical belt of Siwaliks of Jammu region and two in temperate Karewas of Kashmir valley, covering an area of 1,11,080 ha. Ramnagar and Akhnoor sub-watersheds are located in Siwalik range of Jammu region whereas the sub-watersheds of Rajwar and Rambiara are located in Karewas belt of Kashmir valley.

Introduction

The library and information centre is an important component of any educational institution. It is a hub of specific information where the end users can explore the vast resources of information. In the era of old age libraries users had to spend more time for searching a small piece of information and for that had to depend on library professionals. But now we are living in the age of information and communication technology, computers are being used for day-to-day work of library which saves the time of users and avoid the redundancy work of library staff.

Abstract

The total Indian population is 1027.01 millions of which women account for 495.73 millions (2001 census). Women constitute about 48.27 percent of the population. The labour force participation of the women is 51.6 percent. In rural India, agricultural and allied activities employ as much as 89.5 percent of the female labour. Women have an active role and extensive involvement in livestock production, forest resource use and fishery processing. They contribute considerably to household income through farm and non-farm activities as well as through landless agricultural labours. They are deprived of exposure to knowledge and hardly participate in the process of decision-making. Female agricultural labourers are the poorest section of Indian society. Despite the women’s role in agriculture there has been a lack of adequate attention towards gender issue in the area of agriculture research.

The Indian farm women have extensive workloads with triple responsibility for farm, household and community. Gradually their work is becoming harder due to climate change, degradation of natural resources, natural calamities, male migration and changing agricultural technologies. Women are extensively involved in crop production, horticulture, livestock management, post harvest operation, fisheries, agroforestry and household activities. Majority of their time is devoted towards collection of fuel, fodder and water, growing vegetables in homestead and rearing backyard poultry. They also considerably contribute for household income as agriculture wage earners and through cottage industry.

Women play a significant and crucial role in agricultural development and allied fields. The nature and extent of women’s involvement in agriculture varies greatly from region to region. But regardless of these variations, women are actively involved in various agricultural activities.

As per Census 2011, out of total female main workers, 55 per cent were agricultural labourers and 24 per cent were cultivators. However, only 12.8 per cent of the operational holdings were owned by women, which reflect the gender disparity in ownership of landholdings in agriculture. Moreover, there is concentration of operational holdings (25.7 per cent) by women in the marginal and small holdings categories. Worker Population Ratio (WPR) of women (24 %) is lower as against men (54.4 %) in the country. The workforce participation rate for rural females is higher at 30.5 percent against urban women participation rate of 20.20 percent (Mo SPI, 2022-23). As per the Annual Periodic Labour Force Survey (PLFS) Report 2022-23, agriculture had the highest estimated percentage distribution of female workers, ie. 64.3 %, with 76.2 % in rural areas and 11.7 % in urban areas.

Women Folk: A Precious Resource

India’s ancient history ascribes a divine status to women. Laxmi, Durga and Saraswati are the three great goddesses of Prosperity, Power and Wisdom respectively. The ancient scriptures declared that ‘God lives where women are worshipped’. However, a multitude of derogatory attributes have been ascribed to women in the post-vedic period. According to Manu, “a woman must never be independent. In childhood, she must be subject to her father, in youth to her husband, and when her lord is dead, to her sons”. The passive role of women, unfortunately thus visualized, later guided the future course of action leading to their present status of backwardness in general and neglect in the streams of development and scientific arena in particular.

The term ‘gender’ was first used by Ann Oakley and others in 1970s to describe the characteristics of men and women which are socially determined in contrast to biological differences. The term ‘gender’ further explains, a neutral term meaning either men or women or both in a particular context. The goal is to improve the status of disadvantaged class and get rid of socially created and approved discriminations. The green revolution in India changed the face of agriculture but apparently it contributed to two general trends (FAO, 1996) where wealthy have benefited more from technological change in agriculture than the less well off andsecondly men have benefited more than women.

Abstract

Women of sixteen villages in Bhadra wildlife sanctuary were interviewed for assessing the role of women on forest policies and conservation of natural resources. Survey conducted during 1996-1997 indicated that women in general declined to comment upon natural resources. Ninety percent of women had no knowledge about natural resources. Except for Fire Protection Act women had no knowledge of other government policies. They had no say in policies and conservation of natural resources in Bhadra wildlife sanctuary. As a result there has been encroachment of forest area, cultivation in forest land, shifting cultivation, hunting, smuggling, open cast mining and deforestation. To make role of women active and effective for conservation of natural resources in Bhadra wildlife sanctuary, suggestions have been advanced in this paper based on a survey.

Abstract

Rural Indian women are extensively involved in agricultural activities and play a major role in agrarian scenario. Majority of the rural farm women are actively involved in various operations related to mixed farming system existing in India. Women and men participate in agricultural and animal husbandry practices as a family unit on the farms. Men perform major share of work quantitatively on agriculture side, where as on the animal husbandry side most of the management operations are being carried out by women in addition to their household activities. Dairy production is less influenced by rain failure compared to crops and is invaluable in sustaining family income during drought. Dairy development is now considered as an important tool for rural development or poverty alleviation. In fact, dairy farming occupies a special place in rural society with its linkage with religion and culture apart from providing sustained income. Most of the cattle and buffaloes are commonly kept in every farm household primarily for socio-economic reasons and more importantly for gaining drought power and as a secondary source of nutrition subsistence in the form milk and milk products for the whole family. In this context, a study was conducted in Karkala taluk of Udupi district with the major objective of studying the form and extent of participation of farm women in various operations of animal husbandry. The attempt made in this regard has revealed that rural women are fully involved in majority of the operations either as manual workers or as supervisors. Hence, it is suggested that for massive empowerment of rural women, animal husbandry programmes need to be launched as they are inherently profitable.

Abstract

Although women were not recognized as essential components of Agriculture for a long time, of late due recognition has been given to the role of women in agricultural production and steps have been taken to bring more and more women farmers into main stream, through Shree Shakthi Sanghas and Self Help Groups for women. Special projects aided by outside agencies and voluntary organizations such as WYTEP, IRDP, TRYSEM, DWCRA etc. provide training to farm women.These operations include selection and treatment of seed, protection of the seed or plant material, land preparation, application of manures and fertilizers, sowing or planting, nursery raising, irrigation, weeding, earthing up, pinching or thinning, training and pruning top dressing, plant protection, harvesting, transport and post-harvest operations such as threshing, winnowing, sieving, cleaning, drying, grading, packing and storage, joining hands with men etc. They also do marketing and disposal of the produce. For household use they take care in hulling, flowering, pounding etc.

Abstract

Bio-intensive pest management modules have been developed by the Project Directorate of Biological Control (PDBC) for management of pests on cotton, sugarcane, rice, citrus and several other crops. These modules lay emphasis on release of bio-control agents like parasitoids, predators and pathogens and reducing chemical pesticide applications to the possible extent. The pre-requisite of any bio-control programme is to have a large-scale supply of beneficial agents. It is at this juncture that women can play a major role. If the biocontrol strategy has to become popular, there should be reliable sources, which can assure timely and adequate supply of quality bio-agents for large-scale field releases. It would be most appropriate to educate farm-women on the importance of natural enemies and to provide them with incentives to start bioagent production units. Again, if the concept of biological control with the involvement of women has to succeed, massive educational programmes should be initiated. Women can become active participants at the village level mass production units, which could cater to the needs of farmers of different regions of our country. This could solve the problems encountered in long distance shipment of bio-agents. Besides creating awareness among women, these insectaries/production units can provide job opportunities for the rural and urban women.

15.1 Introduction

15.1.1 Empowering Women for a Sustainable Future in India

Education and opportunity are key to a thriving future, and investing in women's education empowers not just them but also the next generation. India's vast natural resources offer countless benefits, but centuries of human activity have taken a toll. Unsustainable practices and mismanagement have degraded the environment, threatening the well-being of communities across the country. The evidence of environmental decline is undeniable. Over the past decade, the situation has worsened. Our actions are pushing us towards a potential environmental crisis. India, like the earth itself, sustains a multitude of activities. This has undeniably improved lives, particularly in recent decades.

ABSTRACT

The family farm exists as one of the most important factors in food production in India. Rural areas in the country are home to 73 per cent of India’s population, most of whom rely upon agriculture for their livelihood. Whole families run the farms and, because of the rural location, are less educated than their urban countrymen. Youth are increasingly losing interest in agriculture and migrate to urban areas in search for job opportunities in other sectors, yet in some countries opposite trends were observed recently. Access to adequate productive resources, goods and services, and job opportunities would convince youth to stay closer to the family farm. Access to education would be essential for youth to be able and willing to stay in rural areas and engage in agriculture. Young Farmers’ Organizations can effectively represent the needs and interest of rural/agricultural youth in policy making processes. Women are the backbone of family farming. They play multiple roles, undertaking both productive and reproductive activities in agricultural/rural households. Women’s large contribution of work in family farms is not recognized, in terms of income earned and access to productive resources and assets. Families in agriculture have multiple vulnerabilities. Both women and men need adequate access to productive resources to make rural societies more resilient. If women get equal access to resources, they could improve their yields which would reduce food insecurity of agricultural/rural households. Government should develop policies, programs and projects that target specifically young farmers and provide them with privileged access to land, credit and technical knowledge. Improve educational instruments and support alternative models for knowledge transfer in rural areas, e.g: agroecological education in local schools. Youth should actively participate in farmers’ organizations in order to let their voice heard and better access agricultural resources - including credit and finance. Young farmers should pay special attention to the conservation of natural resources. Governments should invest in young farmers for tomorrow’s food security.

ABSTRACT

The United Nations has declared 2014 as the International Year of Family Farming. The central role of increased participation by youth in agriculture is necessary and vital to facilitate food and nutrition security. Rural Family farming generates food and income for hundreds of millions of rural people, including the poor and marginalized fostering jobs for men, women and young people, both within their family farms and in related enterprises along food and agricultural value chains. It provides models of adaptability and resilience for more sustainable food production and is socially and culturally part of communities and territories constituting regions and as such underpins national food security in most countries safeguarding and protecting the environmental assets and natural resources, biodiversity and cultural heritage. Under the right conditions and with supportive policies, family farmers particularly the youth and women have proven to be innovative, productive and resilient, especially if they are supported to use agroecological practices that are based on their own resources and priorities. This makes youth in family farming key players in tackling the pressing issues of our time, such as hunger, climate change and biodiversity loss. Family farming includes all family-based agricultural activities, and it is linked to several areas of rural development. Family farming is a means of organizing agricultural, forestry, fisheries, pastoral and aquaculture production which is managed and operated by a family and predominantly reliant on family labour, including both men and women. Rural youth, smallholder and family farmers face numerous challenges in the prevailing times such as climate change and climate variability; lack of tenure security in a context of increasing competition for land and water (population growth, urbanization) and inadequate governance of land tenure; limited access to financial resources, inputs, technology, training, research and advisory services, and education, price volatility and limited access to markets among a few. As an opportunity the availability of real income generating options in agriculture can offer rehabilitating young persons whose alternative options are neither socially acceptable nor responsible. Simultaneously, the vibrant and expanding market for primary and secondary agricultural commodities offers tremendous opportunities for young people to earn good income from agricultural activities.

Abstract
    
The amount of data being collected across a wide variety of fields today far exceeds our ability to reduce and analyze without the use of automated analysis techniques. In addition, the whole data may not be of user interest and imperfect. Therefore, it is very challenging to organize this data in formal system, which provides outputs in more relevant, useful, and structured manner. There are many techniques available to retrieve knowledge from this voluminous data. This paper discusses different rough computing based information retrieval techniques to obtain meaningful knowledge from large amount of datasets. We also discuss a real life example to show the viability of proposed research.

Abstract
The growing youth population in developing countries, particularly in agriculturedominated economies, presents a demographic dividend that remains underutilized due to skill mismatches and unemployment. Despite agriculture engaging nearly 50% of the workforce, it is often stigmatized as a low-skill profession, necessitating up-skilling and knowledge enhancement to transform it into a profitable, modern enterprise. Government initiatives in India, such as PMKVY, Start-up India, Mudra Yojana, ARYA, and Student Ready, aim to foster skill development and agripreneurship to align with global market trends. This paper examines challenges in leveraging this demographic potential, including outdated interventions and societal perceptions, and proposes visionary reforms to enhance training, promote equity, and mainstream agri-preneurship for sustainable economic development.
Keywords: Agri-preneurship, Demographic Dividend, Skill Development, Unemployment, Government Initiatives, Agriculture, PMKVY, Start-up India, Mudra Yojana, Sustainable Development

Rural development has always been an important issue in all discussions pertaining to economic development, especially of developing countries, throughout the world. In the developing countries and some formerly communist societies, rural mass comprise a substantial majority of the population. Over 3.5 billion people live in the Asia and Pacific region and some 63% of them in rural areas. Although millions of rural people have escaped poverty as a result of rural development in many Asian countries, a large majority of rural people continue to suffer from persistent poverty. 

Introduction

Rural development programmes are designed as an integral part for socio economic development, especially of developing country like India. These rural development programmes connotes greater social transformation which has recognized as a sine qua non. Since from independence, rural development programmes mainly focusing on poverty reduction (Dev, 1995). The number of public and private organizations focus on rural development as a way to poverty1 reduction has grown up with the comprehension that most impoverished people lives in rural and tribal areas.

Rural Development Concept

Rural development falls under the wider concept of “Development,” a goal universally valued by individuals, families, communities, and countries around the globe, regardless of its definition.

Rural development encompasses a wide scope, primarily targeting actions to enhance underdeveloped aspects of village economies. Key areas in rural India that require new development initiatives include- enhancing human resources, focusing on literacy (especially among women), education, skill enhancement, health, sanitation, public health improvements, and land reform, alongside the advancement of each locality’s productive assets.