The Hindu Business Line : `ICT will play critical role in connecting rural areas with cities'

New Delhi June 13 The Information and communication technology (ICT) will play a critical role in connecting rural India to the urban areas, said MART, the Delhi-based rural marketing consultancy agency.

"Corporate houses and the Government needs to look at the rural population not just as consumers, but also as producers. In fact, IT can effectively link rural villages to cities and export markets thereby opening up opportunities for the rural populace," said Mr Pradeep Kashyap, Managing Director, MART, on the sidelines of the `Spreading the ICT revolution to rural India' seminar, in the Capital on Wednesday.

IT Expertise

In fact, MART is currently working on projects whereby rural citizens will reap the benefit of information and communication technologies. "We are working with both Microsoft and Intel USA to develop programmes to benefit the rural population here," said Mr Kashyap.

"For example, the Government of India collects census data every 10 years. By the time the data is out, most of the information available is outdated. So why can't a company like Microsoft use its IT expertise to collect the data every five years and give it to the Government," he said.

On its project with Intel USA, Mr Kashyap said that MART is helping them understand the health, educational and entertainment issues of rural India, so that Intel can develop programmes to benefit the population through technological expertise.

Retail Chains

"The biggest challenge, however, is to benefit the rural handloom and handicraft sector, since the category is still largely untouched. In fact, through using information technology, one can create Web portals for these craftsmen, who can thereby sell their products across the globe. This will benefit the craftsmen to the maximum," said Mr Kashyap.

"One also needs to create agencies and co-operatives for farmers that will teach them to bargain with the upcoming modern retail chains that procure their fresh produce directly from the farm. The farmers are still not well equipped to bargain with the big players and end up losing more money in the process," Mr Kashyap pointed out.

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