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Mobile communications and advancement in information and communication technology has made a significant impact on socio economic culture of India. It has not only contributed to the growth of industries related to E-commerce but has also benefitted significantly, the end consumers with reduction in travel costs, delivery of better products at lower price, generation of job opportunities, and increase in market efficiency. The social benefits of mobile connectivity and E-commerce could be the reach and access to communication to rural India, stimulation of local content related to health, finance, education and agriculture. Mobile communications and E-commerce are very pertinent in this era as leads to a synergistic effect. Growth opportunities are generated to serve the rural masses and give a positive a flip to the economy. In fact, in the current parlance when we relook in the rural markets we find that it has a huge potential in terms of E-commerce in alignment with the Government policies and the outcome being synchronization with marketing and distribution network. In the current parlance it is tough to penetrate in the rural remote masses where there is no internet and a tough game to create a demand. Innovative logistics network is conceived by the rural E-commerce startups. Positive willingness to buy is created with E-commerce app to the customer buying groceries or medicines at chemist shops. To come up to the expectations of rural demand, E-commerce firms have to communicate with rural consumers in their local language to sell their products. Hence rural youth through training can create linkage in E-commerce transactions in rural India.


Digital Economy, Foreign Direct Investment, Rural E-commerce, Rural Youth

JEL classification: B21, F41, F43, F63

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