Book

Description

This book is a critical resource for anyone looking to bridge the gap between academic economic theory and the ground-level reality of India's vibrant, community-driven marketplaces. In "Weekly Market: Sandhai Survival – The Code of Rural Commerce," Dr. G. Jayanthi and Dr. R. Amudha provide an exhaustive investigation into the socio-economic machinery of the Sandhai (the Tamil term for a weekly market). Far from being a relic of the past, the book argues that these markets are sophisticated, resilient institutions that have adapted to the pressures of modern e-commerce and digital connectivity. The narrative is anchored in a detailed case study of the Punjaipuliampatti Sandhai in Erode, the second-largest weekly market in Tamil Nadu. This specific marketplace serves as a microcosm for rural commerce across India, demonstrating how millions of livelihoods depend on a cyclical, once-a-week trading rhythm. The authors move beyond the traditional "4Ps" (Product, Price, Place, Promotion) of marketing, focusing instead on the 4As—a framework specifically tailored for the "Base of the Pyramid" (BoP) consumers: Affordability: The book explores how sellers manage price sensitivity by offering small unit packs and flexible pricing to accommodate the cash-flow cycles of agricultural laborers. Availability: It details the logistical ingenuity required to ensure that goods reach far-flung villages exactly when the market opens, overcoming infrastructure deficits. Acceptability: The authors analyze how products are customized to meet the functional and cultural needs of the rural consumer. Awareness: The study highlights how word-of-mouth and localized communication channels replace traditional mass media in creating brand trust. Livelihood and Social Impact Beyond commerce, the book illuminates the Sandhai as a social lifeline. It is not just a place for transaction, but a hub for information exchange, community building, and social interaction. For the sellers, it represents a survival strategy—a way to earn a lump sum that sustains their families through the week.