Abstract
In rural India the village, cottage and agribusiness enterprises (VCA) form the prominent part of the economy, but are still lagging behind in adopting innovative business strategies. The government is focusing more on promoting large-scale industries and paying lesser attention to the VCA. It is essential for the VCA of rural India to create innovative solutions for their sustainable development. These solutions can come in the form of innovative product, structure, process and marketing efforts. Drawing upon this background, this paper aims to explore and understand existing solutions, by analysing selective 'successful sustainable business models' like Amul India, Suguna Chickens, PepsiCo India, ITC e-Choupal, McCain India and Cottage Industry in India. The authors have proposed a model of village, cottage and agribusiness enterprises (VCAe) which can be executed in 'not-so-affluent' Asian and African continents.
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