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Festive cheer for PVs in rural markets

Over the last five years, the rural market has witnessed significant reforms enabling the Indian population to move up the value chain and expand income levels. Even the COVID-19 pandemic turned positive for the rural market as considerable young migrant labourers returned to their villages and took up entrepreneurship to setup small tertiary farm businesses, thereby creating new income opportunities for families.  This, combined with relatively low potency of COVID-19 cases and a goo...