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The IUP Journal of Supply Chain Management :
Sustainable Supply Chain Management in Pithoragarh: Prospects of Rural Tourism
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India is one of the best-performing economies in the developing world, marked by its increasing decadal growth rate, with decline in the gender gap and steady falling poverty rates. Despite the developments, there is a wide gap between rural and urban India with respect to technology, living condition, economic empowerment, etc., although India has vast possibilities of rural economy development as the rural population and the rural land area constitute around two-thirds of the total population and total land area of the country respectively. The rural India remains predominantly backward depending mostly on agricultural sector. The growth rate in agricultural sector is much lower than in other sectors, thereby upsetting the entire supply chain modeling for nearly two-thirds of the country. This requires the revamping of the current studies towards redefining the new economic strategy for the long-term sustainable economic supply chain system in the rural environs that involves supplementing the agricultural sector with service sector. Tourism can be one of the possibilities as the present research study has tried to evince in the Chhera village of Pithoragarh. The study is a practical insight into Sustainable Supply Chain Tourism Management in the Chhera village of Pithoragarh, made sustainable through local community participation and the benefit of competitive edge.

 
 
 

India is one of the best-performing economies in the developing world with its current decadal growth rate of exceeding 7%. The Indian economy has been growing at around 5.6% per annum (Bhattacharya and Kar, 2002) during the last two decades and the India’s GDP growth rate further went up to 9% in 2007-08 which however came down to 7.1 in 2008-09 (Mukherjee and Mukherjee, 2012) following the world economic crisis. The gender gap has also declined and poverty rates have fallen steadily. Despite the developments, there is a wide gap between rural and urban India with respect to technology, living condition, economic empowerment, etc. India has vast possibilities of rural economy development with its 68% population still residing in rural India. Further, 70% of the total land area of India comes under rural area, which consists of 598,000 inhabited villages vis-à-vis only 7,935 towns and 4,041 urban areas as per Census of India (2011). The rural population and the rural land area, constituting around two-thirds of the total population and total land area of the country respectively, remain predominantly backward with respect to diverse development indicators. Rural India mostly depends on agricultural sector. The growth rate in agricultural sector is much lower when compared to secondary (manufacturing and processing) and tertiary (services) sectors. Due to this, there is large-scale migration of manpower resources from rural to urban in search of employment, thereby upsetting the entire supply chain modeling for nearly two-thirds of the country. This requires the revamping of the current studies towards redefining the new economic strategy for the long-term sustainable economic supply chain system in the rural environs that involves supplementing the agricultural sector with service sector with tourism as one of the possibilities, as the present research study has tried to evince in the Chhera village of Pithoragrh.

 
 
 

Supply Chain Management Journal, Sustainable Supply Chain Management, Prospects of Rural Tourism