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Marketing of Microfinance for Rural Women: Evidences from Rajasthan

Marketing of Microfinance for Rural Women: Evidences from Rajasthan
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Author(s): Pallavi Mathur (Bharatiya Skill Development University, India)and Parul Agarwal (JECRC University, India)
Copyright: 2017
Pages: 32
Source title: Strategic Marketing Management and Tactics in the Service Industry
Source Author(s)/Editor(s): Tulika Sood (JECRC University, India)
DOI: 10.4018/978-1-5225-2475-5.ch007

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Abstract

Microfinance, the provision of financial services to poor and under-served societies, has emerged as one of the most promising possibilities for stimulating rural economic development through local enterprise. Banking sector in India has proved to be one of the largest sectors in the Indian financial system. Earlier banks restrained from lending to the poor due to high transaction cost and high credit risk involved in dealing with such kind of population. Microfinance programme aims at reaching out to the poor population especially women thus fulfilling the objectives under the financial inclusion.

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