Scarcity, Rural Consumers and COVID-19: Challenges and Opportunities

Abstract

While the entire world is under constant observation and lock down caused by the Coronavirus COVID-19, the most suffered are being neglected. As the press says “The rich brought this virus in to the country and the one paying for it are the poor and marginalized population”. The virus has not only challenged the entire health and immune system, it has also taken a toll on the already damaged economy of our country. Every sector has been through loss, be it is production, transportation or supply chain. The major trouble is the larger the population density is, the bigger the threat it is going to be. As the same has been observed in Italy, India also is dreading for that nightmare to turn into reality. But the recipient of all these hassle and negligence comes down to the bottom of the pyramid. The nation and the GoI sure are trying to support every individual. Yet the question lies: Is this sufficient?