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This chapter challenges the urban bias in studies on the middle class in India and underlines the need to focus on the significant role rural middle class plays in economic diversification. Given that more than 23% of the upper middle class are located in rural India, it is surprising to note that their contribution in supporting experience economy remains under-researched. Thus, this chapter fills a key gap in existing studies on rural tourism in India by underlining how rural middle-class has triggered a huge demand for travel within the country itself for rural cultural programmes and different schemes to promote rural heritage sights.

Tourism is one of the upcoming service industry in India with high potentials for future growth, particularly in rural areas. Many potential barriers are affecting the growth of tourism in rural India. Therefore, it is essential to explore and prioritize the barriers to tourism growth in rural India.

Qualitative and quantitative responses from “16” experts related to tourism and hospitality management from central India are collected for this study. An integrated Multi-Criteria Decision Making (MCDM) based framework is adopted to identify and relate significant barriers to tourism growth in India.

The result of the study identified many significant barriers and their importance to tourism growth in rural India.

The findings of this study add to the knowledge base of tourism research in line with the previous literature. This study offers an in-depth understanding of barriers focusing on rural tourism growth and devising both the plan of action and the suggestive measures in dealing with rural tourism.

The study provides a robust framework by integrating Interpretive Structural Modelling(ISM) and Decision Making Trial and Evaluation Laboratory (DEMATEL) to explore and prioritizing the critical barriers to rural tourism growth in India. The results of this study can help the decision-maker to fundamentally improve the economy of India through the growth of rural tourism.

The purpose of this study is to measure the availability, accessibility and usability of financial products and services in both rural and urban India from 1991 to 2014.

This paper uses principal component analysis (PCA) method to construct financial inclusion index that serves as a proxy variable for indicating the inclusiveness of financial products and services among the rural and urban people. To fulfill this objective, the study proposes separate indexes of financial inclusion for both rural and urban India from 1991 to 2014. The paper uses annual time series data from 1991 to 2014 to construct the rural-urban financial inclusion index. The used data have been collected from the basic statistical returns of Reserve Bank of India and Economic Political Weekly research foundation.

The study inferences that though there is a remarkable increase in financial inclusion in India from 1991 onwards, it does not result in sizeable growth of financial access to rural masses in comparison to urban masses. The rural India does not substantiate an equivalent growth to that of urban India, contrasting a perceptible increase in financial inclusion. The finding of this study will help the researchers and policymakers to understand the status of financial inclusion in the context of both rural and urban India. Furthermore, policymakers can take appropriate policy initiatives to fulfill the financial inclusion gap that exists between rural and urban people. Additionally, the proposed index is easy to compute and can be used to make comparison across countries for further studies.

The present paper attempts to include all possible dimensions (and indicators within a dimension) that have been considered so far by various authors. Therefore, the authors hope that this index will be more indicative and accurate than previous index. Again, the authors propose to use PCA for the first time to assign the weight of factors in the financial inclusion index for rural and urban India separately.

The purpose of this paper is to provide the insights on the challenges influencing rural start-ups. It provides insights with regards to managerial, operational, marketing and finance-related challenges influencing the rural start-ups in the study. The study aims to expand the domain of start-ups by including a broader range of challenges and related aspects found in the start-up literature.

The paper opted for an exploratory study using the open-ended approach of grounded theory, including 61 rural start-ups operating in Karnataka, India. The data were analysed through non-parametric test to understand the comparison between different sectors of rural start-ups.

It suggests that marketing techniques and infrastructure challenges influences the rural start-ups. Therefore, success of start-ups is influenced by these related variables.

Because of the chosen research approach, the research results may lack generalizability. Researchers are therefore encouraged to test the proposed propositions further in the area of challenges and growth in the domain of managerial, infrastructure, marketing, finance, human resource and logistics in rural start-ups. The study is restricted to rural start-ups located in districts of Karnataka, India.

The paper includes implications for managing the challenges for enhancing the growth of start-ups. The paper provides insights on the significant challenges witnessed by the start-ups and provides directions for the growth of start-ups.

This paper fulfils an identified need of the start-ups in rural sector and contribute to the growth of start-ups in rural sector of India.

This paper fulfils an identified need to study how rural start-ups operate and create a niece in the growth of Indian economy.

The magnitude of rural poverty is larger as compared to urban poverty in India. The basic explanation for sectoral poverty differentiates in India is the misallocation of resources and urban‐biased strategy of development. Investment allocation in Indian planning is not strictly based on the consideration of equity and economic efficiency. The rural sector gets the smaller share of investible resources, and therefore rural income, output and employment fall short of the optimum level, and rural poverty intensifies.

The purpose of this paper is to explore the nature of rural energy transition in cooking options in India. Although India is aiming to achieve a double-digit economic growth, a large share of rural households still rely on firewood for cooking which not only has serious repercussions of increasing indoor pollution but also has a concomitant adverse effect on women and child morbidity and mortality. However, transition to clean energy options like improved cookstoves for these households may not be necessarily linear. It is often driven or resisted by latent factors such as caste, trust, social capital, information flow, social positioning of clusters that are deeply embedded in the social and cultural norms and values specific to local rural contexts. This has been shown in the present case study that pertains to eight villages in the remote and deprived Purnea district of Bihar and the need for internalizing them in the macro energy policymaking has been established in the paper.

The paper applies a macro foundation research that is complemented by micro foundation tools of fuzzy cognitive mapping-based mental model framework to achieve the purpose of the study. Focused-group discussions and interviews are also conducted to establish the narrative of the paper.

Caste, socio-political position, asset structure, remoteness, culture and technology access affect rural households’ decision making capability that is related to shifting from using the traditionalmeans of firewood and biomass based traditional cookstoves for cooking to adopting improved clean cooking stoves which will enable the transition toward the use of clean rural energy in the eight villages in Bihar chosen for this study.

The findings of the paper have larger implications for the broader macro energy policymaking in the country by taking into account the non-linear, latent factors of village contexts.

The research will help energy policymakers in decision-making and will guide the implementation process of national- and state-level policies on rural energy transition in India.

The findings of the paper will help the smoother implementation of national- and state-level rural energy transition policies for cooking, creating developmental dividends for rural Indian households.

The research is new with regard to the application of non-deterministic fuzzy cognitive mapping-based mental model approach to contribute to the country’s national- and state-level rural energy transition policies.

The purpose of this paper is to assess the role of National Rural Health Mission (NRHM) in reducing Infant Mortality in India. The study will help the government in deciding its future course of action regarding the infant mortality rate (IMR) reduction in India.

This paper adopts the interrupted time series analysis (ITSA) approach with a control group to study the role of NRHM in reducing the IMR in India. The authors examined infant mortality in rural areas of India for the level and trend change before and after the implementation of NRHM. The authors then applied a suitable ARMA model to estimate the coefficients of the regression model. From the estimated results, the study predicts the counterfactuals for both the rural IMR and urban IMR and plots the results.

The study found the evidence supporting the hypotheses that the NRHM has led to a reduction in the difference between urban IMR and rural IMR. The research shows that the rural IMR declined at steeper rates in the post-NRHM period (2005–2015).

None of the existing studies analyses the impact of a social scheme like NRHM on the reduction of IMR in India by applying the ITSA. The study is unique as it estimates the counterfactuals and plots the results which show the impact of NRHM on reducing IMR.

Post-independence, the rural credit market in India has undergone significant structural changes in order to enhance the availability and efficient use of credit. The purpose of this paper is to understand the challenges and changes in the Indian rural credit market in the post-independence period.

Using data from the All India Debt and Investment Survey conducted by the National Sample Survey Organisation of the Government of India from 1971–1972 to 2012 and Reserve Bank of India in 1951–1952 and 1961–1962, the study focuses on three important aspect of rural credit market, i.e. the availability, sources and uses of credit. The analysis is based on both the national and state level data and uses the decadal growth rates to explain the changes in the rural credit market.

Availability of credit, in terms of volume and number of households indebted, has increased substantially. However, the sharp rise in outstanding debt is a matter of concern. The share of credit from institutional agencies has seen a continuous decline post liberalisation. The non-institutional agencies, particularly the professional moneylenders, continue to be the most preferred sources of credit owing to their flexible nature of operation. Interesting, microfinance has emerged as a major source of credit particularly for the poor rural households. The rise in credit usage for non-income generating activities amongst poor households is another important concern.

The study highlights some of the most important features and characteristics associated with the Indian rural credit market. An understanding of these issues would provide valuable insight for shaping the future policy responses.

This paper aims at examining the factors affecting entrepreneurial intention (EI) among the rural adult population in India using the social cognitive theory (SCT).

This study is based on the Adult Population Survey of the Global Entrepreneurship Monitor of 2017, covering 1,397 rural respondents from India. The data has been analysed using simple techniques such as Chi-square statistics, correlation and logistics regression.

About 16% of the rural adults have reported EI in India. A significant relationship emerged between the demographics of rural adults with and without intention towards entrepreneurship. Finally, the regression model representing two components of the SCT, that is, confidence towards entrepreneurship and outcome expectations from entrepreneurship, showed a significant impact on EI among the rural population when controlled by family size and working status.

This paper provides insights on factors affecting EI among rural adults, which can help in developing a policy framework for promoting new ventures among rural entrepreneurs. The result of the analysis indicates that the rural population need to be imparted the necessary skills to gain confidence in entrepreneurship, which should be aligned with the outcome expectations of the entrepreneurs.

This piece of research can be valuable for different stakeholders in adopting inclusive entrepreneurial initiatives. Moreover, entrepreneurship in rural areas has not gained much attention among scholars, and this study is intended to provide future research motivation.

The purpose of the study is to understand what impact the first COVID-19 lockdown in 2020 had on the income and food security of rural households in India and whether it differed across socioeconomic factors. Moreover, the study assesses the needs of rural households and determines whether they had received adequate support services during the lockdown.

The study adopted a repeated-measures quantitative survey design with 1,319 rural women from 16 states of India and conducted a telephonic survey.

The lockdown had directly impacted rural households' employment status and income but the impact differed depending on the type of employment. For example, working in a salaried job or on one's farm led to a lower likelihood of a complete decline in income in states other than Kerala as the lockdown continued. The study also revealed a change in the pattern of food consumption, with higher consumption of subsidized staple foods. It also became evident that the aid announced by the government reached the rural population with some delay.

A limitation of the study was that many respondents refused to participate in phase 2, which reduced the sample size when comparing the two phases because the women did not own mobile phones. Instead, they were using their husbands' phones.

The study's findings can help better understand the needs of rural populations during crises, such as the COVID-19 pandemic. This can help to plan better and build preventive actions for such populations once their needs are understood. In addition, this can aid disadvantaged people for a minimal level of preparedness and security during such a crisis in the future.