Rural Marketing & Supply Chain in Jodhpur

The objective of this study is to explore and examine supply chain realities in a dual context of urban and rural circumstances in the city of Jodhpur. The city is and continues to experience growth and urbanization while retaining many characteristics of a rural community, it is important to understand how supply chains exist and operate in both contexts. This study will investigate the unique challenges and possibilities that inform decision-making practices present in each context's ecosystem, including and not limited to, constraints of infrastructure to accessing market space. The examination will also examine situation factors, including language, exercise of pricing, use of marketing, and branded constructs that also condition the articulated form and functional capabilities of the supply chains in either urban or rural context. This analytical exercise examines important supply chain realities such as logistics, cost efficiencies and mobilities that identify how supply chains exist in their unique contextual frameworks. Ultimately, this paper presents and identifies a systematic exploration of the supply chain community in Jodhpur that is useful in understanding the broader economic geography of the region, and how the two contexts have the potential to support each other's growth and economic viability.