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Indian rural economy in focus: Will it be the great Atlas

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The Greek God Atlas held the World on its shoulders; the rural economy of India, it seems, is holding the economy of India on its shoulders, unscathed by the impact of pandemic. As the surge of COVID-19 cases impacted the urban economy, the village economy of India actually did better than last year for a number of reasons and we will see whether this will be enough to act as a wedge against the drop that ensues in all other sections of the economy outside of agricultural and rural spend or consumption.

First of all the reasons why agriculture and the rural economy did far better than last year YTD September has to be seen in the backdrop of following things:

l Exceptional harvest: The harvests for the last four seasonal crops (rabi 2019, kharif 2019, rabi 2020 and kharif 2020) have been exceptionally good. This is really a great result boosting the entire rural economy with direct and indirect benefits. In the first two months of the monsoon, 83 per cent of the area (88.21 million hectares) for sowing was covered already, which corroborates to the ebbing demand for work for National Rural Employment Guarantee Act (MNREGA) as is seen in the shrinking data of demand for work (records of registration done) from the peaks of June to July.

l Demand for rural work in MNREGA data: The registrations for MNREGA zoomed from April 2020 to June and tapered off in July. But just to compare this lower number for July against 2019, it was higher by a whopping 70 per cent, largely due to displacements from urban areas combined with job losses. About 31.5 million people registered in July 20 which was 28 per cent lower than June 2020.

l MNREGA allocation increased to Rs 1,015 billion for FY21 from the initial allocation of Rs 615. This was also followed with actual disbursements done speedily, 50 per cent of the allocation is already spent as per MNREGA website.

But the sequential decline for the demand for rural jobs continued from July into September, July: 31.5 million, August: 20.5 million and September: 20.0 million. This would mean two things, that other sources of employment, than what is on offer at Rs 170 per day work wage, has been made available by the rural economy (kharif demand for labour is gone by August) or the migrant worker overload had subsided with reverse migration. Evidence of both these factors must be sought for testing this hypothesis. Pradhan Mantri Kisan Samman Nidhi (PMKSN), a programme that got front loaded with advancement of spend is this area, perhaps has some of the answers.

Let us now look at the entire contribution of the agricultural economy on the overall economy of India. This as we know is measured as percentage of the gross value added and this has been projected at 17.3 per cent of India?? GDP for FY21 (this was 14.3 per cent in FY20), with the better prospects of agricultural growth over 2019. Furthermore, the contribution of agriculture to gene set variation analysis (GSVA) growth is expected to increase to 14.4 per cent in FY21 (FY20: 8.6 per cent), despite the COVID-19 induced contraction in the industrial and services sectors, as per the latest report by India Ratings. The contribution of rural economy into the overall scheme of things would remain low with these outcomes.

However, there are great regional and state wise disparities. There are five States??ndhra Pradesh, Madhya Pradesh, Rajasthan, Uttar Pradesh, Punjab and West Bengal??hose GSVA numbers are significantly higher, and their contribution in FY20 real GSVA was 32.7 per cent.

So while many states have shown rather lower trajectories of growth, these five states have shown exceptional growth rates by virtue of a mix of things from harvest, faster deployment of funds against the demand for work and quicker implementation in the PMKSN scheme.

Now we will see the actual kharif output increase as projected for FY2021. It is going to be 144.52 million tonne as against 143.38 million tonne in FY2020 and the increase in the minimum support prices is slated to be only Rs 52 per quintal on the major kharif crop paddy. Thus in value terms the kharif crop will not add significantly to the GSVA. The last bit is to see the daily wage increase in rural economy, which shows a very modest increase of 0.4 per cent for FY2021 as per National Statistical Office and CEIC report.

In sum, the rural economy benefitted enormously from a good monsoon and harvest and its direct and indirect impact will have positive spillover effects. MNREGA and PMKSN have also contributed to the uptick in the GSVA of several States with the disparities. The overall agricultural output in tonnage and value terms, coupled with the wage increase do not show a significant contribution that the rural economy can command in terms of influencing the overall GSVA for the entire economy.

ABOUT THE AUTHOR:

Procyon Mukherjee is an ex-Chief Procurement Officer at LafargeHolcim India. The ideas presented are his personal and have no connection to the beliefs of the company where he works.

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Concrete

Fornnax Wins AIRIA’s Special Export Award for Rubber Machinery in 2025-26

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Fornnax Technology Pvt. Ltd. has been honoured with the Special Export Award – Rubber Machinery for 2025–26 by the All-India Rubber Industries Association (AIRIA), in recognition of its highest exports of tyre recycling plants to the European region.

With more than a decade of experience in India’s tyre recycling industry, Fornnax has contributed to the development of advanced recycling technologies and infrastructure. The company currently holds a 90% market share in India’s domestic tyre recycling sector, while exports account for 30% of its business, spanning markets such as Europe, Australia and the GCC.

The award marks another milestone for Fornnax, whose tyre recycling lines and advanced shredding technologies are supporting the growth of the circular economy in India and international markets.

Commenting on the recognition, Mr. Jignesh Kundaria, Founder and Director of Fornnax, said:

“This honour from AIRIA is a reflection of an incredible journey we have undertaken over the years. When we started Fornnax, there was no established recycling industry in India to follow. We chose to build for the future instead. Today, when you see India’s tyre recycling sector, it has already transformed into a dynamic, high-growth industry and we are extremely proud to have played our part in building it.”

Unlike standalone equipment suppliers, Fornnax focuses on developing complete, high-capacity recycling infrastructure. Its integrated systems combine multiple stages of shredding and size reduction to enable efficient, continuous operations. This system-level engineering approach helps recycling operators improve throughput, equipment reliability and operational consistency.

The recognition reinforces Fornnax’s commitment to developing engineering technologies that contribute to a more efficient and circular recycling ecosystem.

Looking ahead, the company aims to expand its international presence while continuing to develop advanced shredding and recycling solutions to address the growing volumes and evolving requirements of the global recycling industry.

For more information, visit: www.fornnax.com

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Concrete

Wonder Cement appoints Mahesh Singh as VP Corporate Brand Communication 

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Singh brings 20+ years of brand and marketing experience, and will lead integrated corporate brand communication initiatives at Wonder Cement 

New Delhi

Wonder Cement, a leading cement manufacturer, has appointed Mahesh Singh as Vice President – Corporate Brand Communication. In his new role, he will oversee corporate brand strategy and communication, including digital and performance marketing, public relations, trade, events, exhibitions, sports and experiential marketing. 

Singh brings over two decades of experience across marketing and communications, with roles spanning the automotive industry, agencies and entrepreneurship. He spent more than a decade with Honda Motorcycle & Scooter India, working across integrated communication, media, digital, retail and consumer engagement. His stint also included helping build the company’s digital marketing capabilities. 

He moved to dentsu X India as Vice President – Strategy & Planning, working across categories such as automotive, auto components, electric vehicles, FMCG, consumer electronics, BFSI, apparel and brand consulting. His responsibilities included media and marketing strategy, product launches, content, performance marketing and consumer activations. 

Singh subsequently took an entrepreneurial route with Radiant Brands before joining Shriram Ltd (SPR Autotech) as Head – Marketing & Communications. There, his remit included brand and corporate strategy, communications, PR and ORM, retail identity, loyalty programmes and events. 

At Wonder Cement, Singh will be responsible for bringing together the company’s corporate brand communication initiatives across digital, performance marketing, PR, trade, sports and experiential platforms. The role will focus on creating an integrated approach to communication across consumers, trade partners and other key stakeholders. 

The appointment brings to Wonder Cement a marketer whose career has spanned the brand, agency and entrepreneurial sides of the communications ecosystem. 

Wonder Cement, part of the RK Group, is a cement manufacturer with roots in Rajasthan and a focus on quality, trust and transparency. The company has grown to six manufacturing plants, and a cement capacity of 21.5 MTPA. With more than 2,000 employees and a network of over 5,000 dealers, its operations span manufacturing, distribution and customer engagement, with a focus on consistent product quality and efficient execution. 

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Concrete

JSW Cement commissions additional 1 MTPA grinding unit at Nagaur

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With this commissioning, JSW Cement’s total cement grinding capacity has increased to 25.10 MTPA, 
Mumbai

JSW Cement, one of India’s leading green cement producers and part of the diversified JSW Group, today announced the successful commissioning of an additional 1.00 MTPA cement grinding unit at Nagaur, Rajasthan. The commissioning marks another significant milestone in the Company’s growth strategy.

With this commissioning, JSW Cement’s total cement grinding capacity has increased to 25.10 MTPA, while its total clinker manufacturing capacity, including clinker capacity at its joint venture, JSW Cement FZC, stands at 9.74 MTPA.

JSW Cement had commenced operations in North India in March 2026 with the Nagaur Integrated Plant, comprising a 3.30 MTPA clinkerisation unit and 2.50 MTPA cement grinding unit. With the commissioning of the additional 1.00 MTPA cement grinding unit, the plant’s total cement grinding capacity has increased to 3.50 MTPA, enhancing the company’s ability to cater to the growing cement demand across Rajasthan, Haryana, Punjab and the National Capital Region (NCR). The expansion has been funded through a strategic mix of equity and long-term debt.

During the quarter ended 30th September 2026, JSW Cement has also commissioned the Alternate Fuel Handling System and the Waste Heat Recovery system (WHRS) at the Nagaur Integrated Plant.

Nilesh Narwekar, CEO, JSW Cement, said: “The commissioning of additional 1.00 MTPA grinding capacity at Nagaur is a key strategic priority for us and will accelerate JSW Cement’s expansion into North India. We look forward to servicing the growing needs of the region and contributing to the economic growth of Rajasthan, Haryana, Punjab and the NCR area. I am delighted to share that the company has commissioned this grinding unit within the expected timeline, showcasing our project execution capabilities. Further, the Alternate Fuel Handling System and the Waste Heat Recovery system (WHRS) are expected to substantially reduce our production costs going forward.”

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