India's cooperative dairying program is widely celebrated as an example of successful rural development, yet the meanings of this success have been understood mainly through the pronouncements of national and international development agencies. Within such official narratives, there has been relatively little engagement with the geographies of dairy development, both its place-specific productions through political contests, availabilities of labor, and distributions of agricultural resources, and the unevenness of its outcomes across rural India. This absence is even more surprising given that village-level cooperatives comprise the foundation of India's dairy development program, and the work of women within rural households is continuously invoked as an integral part of the dairy work. This book extends and enriches current understandings of cooperative dairying in India to show both its value to rural communities as well as the limitations of its participatory structures. Combining comparative and ethnographic approaches, explanations for the diverse outcomes of cooperative dairying are provided from the perspective of the people and places directly involved in the everyday reproductions of rural development. This book contributes to existing understandings of rural development and rural geographies in four significant ways. First, by following histories of development from their local origins to their national and international appearances, the global genealogies that are usually attached to development are rendered more complex. Second, by connecting cooperatives to place, the ways in which participation in development reflects local struggles for power and, hence, are structured through local inequalities, is revealed. Third, by linking dairying and agriculture, the continuing importance of resource distributions in shaping the outcomes of rural development is highlighted. Finally, the crucial role of household divisions of labor in the success of village dairy cooperatives is explicated through showing how struggles over the meanings of rural women's work become key to enabling household-level participation in dairying. This book will be of interest to scholars in a wide range of disciplinary and interdisciplinary fields, including geography, sociology, anthropology, rural studies, development studies, gender studies, and regional studies of India.

Born in Calicut, Kerala, Dr Verghese Kurien graduated in science and engineering from Madras University and Michigan State University, US, respectively. He began his career in dairying at the government's creamery in Anand, Gujarat, later joining the Kaira District Cooperative Milk Producers'Union Limited (now Amul). As chairman of the National Dairy Development Board, he implemented 'Operation Flood'. He has received countless awards, including the Ramon Magsaysay Award (1963), Wateler Peace Prize (1986), World Food Prize (1989) Padma Shri (1965), Padma Bhushan (1966) and Padma Vibhushan (1999). Dr Kurien is currently Chairman of the Institute of Rural Management, Anand; Chairman of the Gujarat Cooperative Milk Marketing Federation; and Chairman of the National Cooperative Dairy Federation of India. Gouri Salvi is a Mumbai-based freelance journalist. She has worked with Onlooker and Sunday magazines, and with the Women's Feature Service. She has written on development and gender issues, has co-edited Beijing! a book on the UN's Fourth World Conference on Women, and edited Development Retold: Voices From the Field, a book on the Indian Cooperative Union.

Rural Market Unleashed discusses the importance of India’s rural market, its size, factors and opportunities. It highlights government policies and initiatives impacting the lives of those in rural areas. The second part of the book focuses on rural marketing strategies for products and services. With an emphasis on brand building, this part touches on studying prospect behaviour and cultural diversity of rural India. Aspects such as pricing, communication and effectiveness of the advertising campaign are also discussed. The book uncovers adaptation of new technologies, women empowerment and the rise of private schools in rural India. The part also focuses on High Net-worth Individuals (HNIs) of rural India, unconventional methods of advertising, rural call centres and importantly, the advent of Digital Marketing. The author’s view on maximising Return on Investment (ROI) with 360-degree sales and marketing, is explained in detail. The third part talks about the challenges, do’s and don’ts for rural marketing campaigns and specific techniques for campaign effectiveness. Taking a futuristic view, this part also comprises the role of artificial intelligence and the future of rural marketing. This futuristic perspective makes for an interesting read and is the key takeaway of this part. It is a useful resource for current and aspiring rural marketing professionals.

Livestock sector plays a significant role in the Indian economy particularly in reducing poverty among the weaker sections of the society. Livestock not only provides a continuous stream of income but also acts as natural capital assets for the poor in adverse conditions. India is having huge population of livestock but their production potential is below the global average. Besides this, a continuous rise in the demand of livestock products opens door for dissemination of latest innovative methods among livestock owners, farmers, farm women, etc in order to enhance livestock production potential. This requires a strong extension support with trained extension professionals, who may help farmers in identifying their problems, help them to find out solutions to these problems and provide them the required technical know-how with plenty of information. The primary objective of this book is to increase the proficiency of extension workers as well as improve their proficiency competence by acquainting them with the latest developments in livestock sector and enabling them in better understanding of the existing problems in the villages. This book is also helpful for graduate, postgraduate and doctorate students pursuing studies in veterinary dairy, agriculture, fisheries, and other related sciences and provides them a first hand information on important aspects related to contribution of livestock to national income, community development, panchayati raj, livestock development programmes, audio-visual aids, extension teaching methods, programme planning, adoption and diffusion process, livestock marketing as well as animal husbandry management and administration. We are sure that this book will be beneficial for professors, teachers, trainers, researchers and extension professionals engaged in veterinary and animal husbandry extension and other professional courses.