Abstract The study explores the evolution of marketing techniques in rural India, emphasizing the interplay between digital innovations and traditional strategies. With over 65% of India's population residing in rural areas, the marketing landscape has undergone significant transformation. This research critically examines key traditional methods, the advent of digital platforms, and their synergistic application in driving consumer engagement and economic growth. The paper evaluates the challenges, benefits, and future implications of integrating digital tools with grassroots marketing techniques, providing actionable insights for policymakers and marketers.

The tribal population is the aboriginal inhabitants of India who have been living a life based on the natural environment and have cultur- al patterns congenial to their physical and social environment. The Concerted efforts for the development of these groups by the Central and State Governments have had only marginal impacts on their socio-economic conditions despite the various welfare measures and constitutional protection. This paper attempts an analysis of the development and welfare programs addressing poverty, land aliena- tion, exploitation, education, health care, employment, social devel- opment, and in their strengthening of service delivery. This article is concentrated on the tribes of three Districts Dakshina Kannada, Udupi, and Uttara Kannada of Karnataka state. The methodology adopted for the present study includes both primary and second- ary sources of data. The researcher has visited Tribal areas with his students to collect the primary data. The above three districts cover the foothills of the Western Ghats (Sahyadri) Agumbe range in the Udupi District and other forest areas in Dakshina Kannada and Ut- tara Kannada.

Khap Panchayat is a very popular system of social administration in the state of Haryana, Western Uttar Pradesh and some parts of Rajasthan from the ancient time. Objectives of the study: to understand the khap panchayats and attitude of the people about the khap panchayat and the marriage system. Research methodology: one hundred and twenty respondents from the villages of Ujhana khap were interviewed by using a convenience sampling method. Major findings: Majority of the people agreed that khap panchayats are necessary for the society in creating the feeling of brotherhood in the society. Almost all the respondents agreed that same gotra and same village marriage should be banned by making law. But sometimes the decision taken by the Khap Panchayat is so different from the existing laws that it creates a situation of ambiguity in the society like in same gotra marriage and in cases of honour killing.