Rural Maharashtra Research Articles

Sales Channel Strategies of FMCG: A Comprehensive Analysis in Rural Maharashtra

The document focuses on Colgate-Palmolive's sales strategy, specifically in rural Maharashtra, as part of a Sales and Channel Management project. It examines the brand's market position, competitive landscape, and sales initiatives. Colgate-Palmolive maintains a dominant role in oral care and focuses on tailored approaches to different markets, such as affordability strategies for rural areas and digital engagement for urban consumers. The analysis includes a competitor review, highlighting how the company positions itself against Hindustan Unilever, Procter & Gamble, Dabur, and Patanjali. Key objectives are outlined, focusing on both quantitative goals, such as expanding market share and distribution, and qualitative objectives like building brand loyalty and launching new products. Sales initiatives include eco-friendly packaging, community outreach, customer loyalty programs, and the use of digital platforms to engage consumers. Additionally, the document suggests trade initiatives and retailer network improvements, recommending digital tools and gamified approaches to enhance performance. The integration of a Channel Information System (CIS) and various models of retail distribution, including the role of C&F agents, distributors, and general trade, are also discussed. The report concludes with insights on expanding Colgate's market reach and optimizing its distribution strategy. Key Words: Sales Strategy, Rural Marketing, Brand Loyalty, Digital Engagement

Risk assessment of non-communicable diseases (NCDs) in rural Maharashtra, India

The research question I addressed was - “To what extent do socioeconomic factors influence the risk of developing lifestyle diseases such as Obesity, Hypertension and Type II Diabetes Mellitus in Rural and Urban Indian women aged 35-55 years?”. Having lived in the urban parts of India for the majority of my life, this opportunity exposed me to healthcare in rural India and language barriers due to the diversity of subIndian cultures.

Knowledge, attitudes, practices, and sociocultural factors influencing cervical cancer screening and vaccination among women in rural communities of Gujarat: A mixed-methods study.

Cervical cancer is a leading cause of cancer mortality among women in India. Screening can help in early detection and improve outcomes. However, uptake remains low, especially in rural areas. Understanding multidimensional factors influencing screening in local contexts is essential to promote equitable access. This study examined knowledge, attitudes, practices, and sociocultural factors associated with cervical cancer screening and vaccination in rural India. A mixed methods study was conducted among 400 women aged 18-60 years in rural Maharashtra. Quantitative data were collected on knowledge, attitudes, and screening practices by using a structured questionnaire. Qualitative data were gathered through in-depth interviews with 30 participants on perspectives influencing screening. Quantitative data were analyzed using descriptive statistics and logistic regression. Thematic analysis was done for qualitative data. The integration provided complementary insights. Quantitative results showed poor knowledge (17% had good knowledge) and positive attitudes (64%) but low screening uptake (9%). Qualitative findings revealed limited awareness, stigma around gynecological exams, gender inequities, fear, fatalism, and low prioritization of self-care as screening barriers. Multifaceted strategies addressing knowledge gaps, gender roles, stigma, and access are required to improve cervical cancer screening in marginalized rural communities. Mixed methods provide comprehensive evidence for designing context-specific interventions.

CYP2D6, CYP2E1 Gene Polymorphisms and Gastrointestinal Cancer Risk in Rural Maharashtra: A Hospital Based Case-Control Study.

Cytochrome P450 (CYP) is a family phase I metabolizing enzymes important in xenobiotics metabolism. Genetic polymorphisms of CYPs have been comprehensively studied for their association with a range of diseases including cancer risk. In this study we assessed single nucleotide polymorphism (SNP) CYP2D6 and CYP2E1 genes and their role in gastrointestinal (GI) cancer susceptibility in the rural population of Maharashtra. Genotyping of CYP2D6*4, CYP2E1*5B, CYP2E1*6, CYP2E1*7B genes among 200 GI cancer cases and equal number of controls was studied by polymerase chain reaction-restriction fragment length polymorphism (PCR-RFLP) method. The Odds ratio (OR) with 95% confidence interval and p-value were evaluated to get the level of association of polymorphisms with risk of GI cancer, where p ≤0.005 was considered as statistically significant. After the analysis of CYP2D6 and CYP2E1 gene polymorphisms, we noticed that CYP2D6*4 (rs3892097) with heterozygous genotype (G/C) showed negative association with GI cancer risk (OR=0.43, 95% CI: 0.25-0.74; p=0.002) and CYP2E1*6 (rs6413432) variant genotype showed positive association (OR=2.85, 95% CI: 1.40-5.81; p=0.003) showed positive association with GI cancer risk in studied population. The findings obtained from this study concluded that the polymorphic CYP2D6 was negatively associated; however CYP2E1*6 polymorphism was significantly associated with GI cancer risk in studied population.

Listening to caregivers’ voices about the experience of integrating music therapy-informed activity in community-based rehabilitation in rural India

ABSTRACT Background This project is part of a four-year intercultural collaboration between Indian and Australian stakeholders studying to use of music therapy (MT)-informed activity in community-based rehabilitation (CBR) with disabled children and their families in rural Maharashtra. This paper presents a qualitative study of caregiver perspectives. Methods Interviews with four participating caregivers were thematically analysed, with an emphasis on participant voices. The combined thematic analysis of the four interviews revealed shared five themes. Results Data analysis revealed caregivers’ perception that music in CBR supported existing CBR goals. Furthermore, caregivers reported that music in CBR enhanced motivation and participation for children and families and fostered community connection. Importantly, caregivers noted that music made CBR fun and was a pre-existing resource. Conclusions Findings were congruent with research with other stakeholders in the intercultural collaboration. Caregiver perspectives offer new insight into the priorities of families in CBR, which has wider relevance arts and health workers in community-based practice.

Experience of participating in community-based clinical trials from rural Maharashtra: Analysis of over 4000 participant feedback forms.

Experience of participating in community-based clinical trials from rural Maharashtra: Analysis of over 4000 participant feedback forms.

Understanding Preventive Health Behavior: A Mixed-Methods Study to Explore Factors Influencing the Practice of Breast Self-Examination Among Indian Medical Students.

Breast cancer (BC) is among the most prevalent oncological cases in the world, and the global burden of the disease is expected to rise further in the coming years. Strategies aiming at early diagnosis, backed by research and a well-trained healthcare cadre, can aid low- and middle-income countries (LMIC) in tackling the possible cancer-caused strain on healthcare systems. Our study aimed to evaluate the level of knowledge of medical students concerning BC and explore barriers and facilitators of breast self-examination (BSE). A sequential explanatory mixed-methods study approach to better understand factors and beliefs influencing preventive health practice in BSE was conducted among students at a medical college in rural Maharashtra, India. One hundred and two female medical students completed the quantitative phase, and 15 of them gave in-depth interviews (IDIs) for the qualitative aspect. Among the participants, 67.6% had good knowledge of risk factors, but only 10% knew the recommendations for BSE, clinical breast examination (CBE), and mammography. We found that being taught BSE by a trusted source and knowing a BC patient were significant facilitators. In contrast, lack of self-efficacy and two fear factors were found tobe acting as barriers for BSE, one being the absence of fear of ever getting BC and the other fear of detecting a lump. This study reveals a gap between knowledge of risk factors and their translation to disease prevention practice. The barriers elicited are modifiable by planning and implementing an appropriate training program covering risk factors and recommending all available screening and preventative modalities. A well-trained medical staff will be instrumental in improving the health status of our community and country.

Determinants of Outcome of Teenage Pregnancy: A Case–Control Study from A Rural Hospital of Maharashtra, India

Background: Adolescent pregnancy is increasing, emerging as a serious problem all over the world and more so in developing countries like India. Teenage girls are physically immature for reproduction and also more vulnerable to complications during child birth. But various contrasting results are found in studies done on teenage mothers. Thus, this study was undertaken to see the outcome of teenage and non-teenage mothers. Aim & Objective: To compare various clinical aspects and perinatal outcomes of teenage pregnancy compared to non -teenage pregnancy. Settings and Design: A case control study was conducted among mothers who have delivered in a tertiary care hospital from a rural Maharashtra. Methods and Material: Interview was conducted about socio clinical aspects and perinatal outcome among 50 teen and 50 non teen mothers. Statistical analysis used: Chi square test was used to assess the level of significance among two groups for various aspects. Results: Anaemia (38%), followed by oligohydramnios (22.8%) the most common clinical problems among teenage mothers. Oligohydramnios and preeclampsia occurred significantly more in teenage mothers (p = 0.02and 0.007) than in non-teenage mothers. Conclusions: The present study shows that anaemia, oligohydramnios, preterm delivery and low birthweight were more prevalent among teenage mothers than among non-teenage mothers.

Knowledge, attitudes and practices related to dog bite and its management among adults in rural Maharashtra with reference to their literacy status: a cross sectional study

Background: In India, 97% of human rabies is transmitted by dogs. Rabies is 100% fatal but 100% preventable by vaccination. In rural community, there exists a considerable gap in knowledge, attitudes and practices (KAP) related to dog bite and its management. So, study was planned to assess same with reference to literacy status among adults. Methods: A cross-sectional study was conducted in rural field practice area of Rajiv Gandhi medical college in Maharashtra during April to June 2023. Sample size was estimated. Simple random sampling technique was used to select the subjects. Data was collected by personal interview using pretested questionnaire. Descriptive and inferential statistics were applied. The statistical level of significance was fixed at p<0.05. Results: Of the 254 subjects interviewed, 208 (81.89%) were literate and 46 (18.11%) were illiterate, 224 (88.19%) subjects knew about rabies disease of which 190 (91.35%) were literate (p<0.05), 208 (81.89%) subjects mentioned that the dog bite leads to rabies of which 178 (85.58%) were literate (p<0.05), 172 (67.72%) said rabies can be prevented through vaccination of which 151 (72.60%) were literate (p<0.05), 179 (70.47%) said washing dog bite wound can reduce chance of rabies of which 158 (75.96%) were literate (p<0.05), 88 (34.65%) subjects have given history of dog bite. Literate subjects were having better knowledge, positive attitudes and healthy practices related to dog bite and its management. Conclusions: The gap in knowledge, attitude and practices about dog bite and its management among the subjects can be reduced by increasing literacy status, health education and focusing on communication services in rural area.

Empowering rural Maharashtra: A holistic approach to rabies control and one health perspectiv

Rabies, a grave threat in rural areas with limited healthcare access, poses significant global concern due to its near 100% fatality rate in humans and animals. The shift to intradermal vaccines highlights cost-effectiveness. Maharashtra, India’s one of largest states, faces unique challenges in rabies prevention and management, despite efforts, owing to poor awareness and limited healthcare access. In India, Maharashtra stands out due to challenges in rabies prevention and management despite ongoing efforts. This study proposes transformative strategies grounded in community engagement, education and vaccination campaigns to reduce rabies incidence. Emphasizing community empowerment, it advocates for integrating traditional knowledge with modern interventions. Globally, 330,000 people face rabies risk annually, with India accounting for 36% of cases. Limited vaccine access perpetuates transmission risks, necessitating collaborative efforts to enhance awareness and intervention, particularly in rural Maharashtra. The study emphasizes removing stray dogs and implementing widespread vaccination as key prevention strategies. The success of Goa’s One Health program exemplifies human rabies elimination feasibility and cost-effectiveness, aiming to eradicate canine-mediated human rabies deaths by 2030. Targeted interventions can effectively reduce rabies incidence, safeguarding both human and animal populations. By targeting these key areas, communities can effectively reduce the incidence of rabies and protect both human and animal population.

COMPARATIVE STUDY OF TENSION BAND WIRING, MODIFIED TENSION BAND WIRING AND FULLY THREADED CANNULATED CANCELLOUS SCREWS FOR FIXATION OF MEDIAL MALLEOLUS FRACTURES

Objective: To compare the three most commonly used fixation techniques: “Tension band wiring, modified tension band wiring, and fully threaded cannulated cancellous screws for fixation of medial malleolus fractures.” Methods: A prospective comparative cohort study was carried out at a tertiary care hospital in rural Maharashtra. Patients were allocated into three groups, with 33 patients in each group. The internal fixation was done by tension band wiring, modified tension band wiring, or fully threaded cannulated cancellous screws, depending on the group to which a patient belonged. Patients were assessed using the Baird and Jackson scoring system at each follow-up at immediate post-operative period, at 3, 6, 12, 24 weeks, and 1 year. For statistical purposes, p<0.05 was considered statistically significant. Results: There was no significant difference in the three groups as regards age, body mass index, and mean time from injury to management. The most common mode of injury was road traffic accidents (51.52%), followed by falls from height (27.27%) and sports-related injuries (21.21%). The mean duration of surgery was significantly longer in cases managed by tension band wiring as compared to the other two groups. Implant-related complications were significantly less in the threaded cannulated cancellous screw group as compared to the other two groups. Overall excellent to good outcomes were observed in 97% of cases of cannulated cancellous screws as well as in modified tension band wiring and 84.8% of cases of tension band wiring, respectively. Conclusion: Fully threaded cannulated cancellous screws or modified tension band wiring should be used for the management of medial malleolar fractures while considering the functional outcome and complications associated with each and patient-related factors.

Knowledge and practices of private healthcare providers regarding tuberculosis case notification in Rural Maharashtra

India carries the highest share of active and missing tuberculosis (TB) cases globally. The Government of India is prioritizing private sector engagement (PSE) in TB elimination activities, as most healthcare-seeking in the country happens in this sector. This study aimed to understand the knowledge and practices of private healthcare providers (PHP) on various aspects of TB case notification through the National TB Elimination Programme (NTEP). This cross-sectional study was carried out between Oct 2020 to April 2021 amongst PHPs in the Junnar Tuberculosis Unit (TU), Pune District, Maharashtra. Junnar Block has 299 PHPs who assess, diagnose, and/or treat TB cases. A total of 97 participants were enrolled in the study. About 89 (91.8%) PHPs are aware that TB case notifications are mandatory by law. However, 80.4% are unaware of the Ni-kshay portal (web-based case surveillance system) by NTEP. Similarly, 74 (76.3%) must be aware of incentives for PHPs to collaborate with the government healthcare delivery system. 82.8% of total Ayurveda, Unani, Naturopathy, Siddha, and Homeopathy (AYUSH) practitioners and 46.2% of Allopathic practitioners have poor knowledge about TB case notification, with a Chi-square value of 14.36 (p<0.01). Our study shows that the active engagement of private providers (PPs), especially AYUSH practitioners in rural areas, is a need of the hour in achieving TB elimination.

Examining the association between men's gender equitable attitudes and contraceptive outcomes in rural Maharashtra, India

BackgroundPrevious literature suggests that men reporting more gender-equitable attitudes are more likely to use condoms, but there is a paucity of data evaluating whether these attitudes are associated with contraceptive communication and use. The objective of this study is to test the hypothesis that men reporting more gender-equitable attitudes will be more likely to (a) engage in contraceptive communication with their wives and (b) that they and/or their wives will be more likely to use all forms of family planning, compared to men with less equitable attitudes. MethodsUsing cross-sectional dyadic survey data from young married couples from rural Maharashtra, India (N = 989), we assessed the associations between men's gender role attitudes and a) spousal contraceptive communication and b) contraceptive use by type (none, traditional, condoms, pills, or IUD). The contraceptive use outcome is based on wives' report. We assessed these associations via bivariate t-test (communication outcome) or ANOVA test (contraceptive type outcome), as well as unadjusted and adjusted logistic (communication outcome) and multinomial logistic (contraceptive type outcome) regression models. Adjusted models included sociodemographic factors selected a priori based on established associations with gender-equitable attitudes and/or our assessed outcomes. FindingsMen with more gender-equitable attitudes were more likely to discuss family planning with their wives (AOR = 1·05, 95%CI 1·03-1·07, p < 0·001) and to use condoms (ARRR = 1·03, 95%CI 1·00-1·06, p = 0·07). There was no association between gender-equitable attitudes and use of other types of contraception. InterpretationWhile gender-equitable attitudes among men may facilitate condom use and family planning communication in marriage, they do not appear to be linked with greater likelihood of use of more effective types of contraceptive use. This suggests that males supportive of gender equity may take greater responsibility for family planning vis a vis a less effective contraceptive, condoms, in the absence of more effective short-acting contraceptives for men. FundingThe National Institutes of Health [Grant number 5R01HD084453-01A1] and the Bill & Melinda Gates Foundation, Seattle, WA [grant number INV-002967].

Perspectives and presentation of mental health among women from rural Maharashtra (India): A qualitative study.

A significant gap is observed between the proportion of individuals suffering from mental health (MH)-related conditions and those receiving adequate MH care services, especially in rural areas. This study highlights and contextualizes MH concerns and its extant knowledge as well as gender roles in rural Maharashtra (India). Using in-depth interviews, MH themes were highlighted analytically among 72 female beneficiaries of Svatantra from the six administrative divisions (Konkan, Nashik, Pune, Aurangabad, Amravati and Nagpur) in the state of Maharashtra, India. The notion that MH concerns exist among women from rural communities was well supported. Along with MH concerns, the participants reported somatic concerns in the context of adverse life experiences. Furthermore, systemic issues such as financial problems, familial concerns, presence of addictions and pressures of gender role-related responsibilities were significant triggers for MH problems. Overall, this study aimed at improving the understanding of the MH needs of women in rural Maharashtra, which can further catalyze an exploration of their general MH and devise suitable interventions for the same.

Heat-Related Health Problems Among School Children in Rural Maharashtra - A Cross-sectional Study

Heat-Related Health Problems Among School Children in Rural Maharashtra - A Cross-sectional Study

Socio-demography, nutritional status, age-appropriate immunization coverage and morbidity among under-five children in rural Maharashtra

Background: Morbidities among under-five children in rural areas is a major public health problem. This study was conducted to assess the nutritional status, age-appropriate immunization coverage, personal hygiene and morbidity pattern among under-5 children and their socio-demographic determinates in rural slum dwellings. Methods: A community based cross sectional study was conducted in rural area of Maharashtra using purposive sampling technique. The survey was done by using predesigned and pretested proforma along with recording of socio-demographic factors, anthropometric measurements, immunization status and clinical examination of the study subjects. Results: The study included 86 under-5 children from a rural slum dwelling. 16 (18.60%) subjects were underweighted, 35 (40.70%) were stunted and 14 (16.28%) were wasted. 04 (04.65%) and 02 (02.33%) subjects were MAM and SAM respectively. 35 (40.70%) subjects were morbid. 20 (23.26%) subjects were suffering from louse infestation of which 07 (14.58%) were boys and 13 (34.21%) were girls (p&lt;0.05). 17 (19.77%) subjects were suffering from dental caries. 12 (13.95%) subjects were suffering from skin diseases. 23 (26.74%) subjects were suffering from oral health problems. All subjects’ personal hygiene was poor. 72 (83.72%) subjects were age-appropriate fully immunized. The association between monthly family income and presence of stunting among the subjects is statistically significant (p&lt;0.05). Conclusions: Underweight, stunting, wasting, MAM, SAM, louse infestation, skin diseases, dental caries, oral health problems and poor immunization coverage are found to be major health problems among the under-five children in rural areas. Poor personal hygiene of under-5 children is also a major issue. Capacity building of parents for early health seeking and strengthening of primary health care services is essential to act timely in managing these morbidities.

Economic impact of productive use of renewable energy: A case of a women-collective from rural Maharashtra (India)

Economic impact of productive use of renewable energy: A case of a women-collective from rural Maharashtra (India)

The status and socio-demographic predictors of geriatric malnutrition of rural Maharashtra of central India: A cross-sectional study

Introduction: The elderly population has a lot to give to society but various issues like malnutrition hinder their activities and affect their quality of life. Objective: The current study was proposed to assess the nutritional status of the elderly in rural Maharashtra of central India. Method: This cross-sectional study recruited 460 elderly individuals and was conducted in selected four villages of same district in central India for 5 months (Aug-Dec 2021). Stratified sampling method was used. This study used the MNA (Mini Nutritional Assessment) questionnaire and haemoglobin level to assess the nutritional status of the elderly. Univariate analysis and multivariate analysis were carried out using R software. Results: Out of 460 study subjects, 42 (9.13%) were malnourished and 286 (62.17%) were at risk of malnutrition. The study assessed 300 elderly for hemoglobin status and 129 (43%) were found anemic. The elderly who belonged to the age group 71-80 years had lesser odds of having satisfactory nutritional status (OR=0.53) while age group &gt;80 was more prone to anemia (OR= 1.71). The odds of satisfactory nutritional status were higher for elderly who had education less than secondary school (OR=2.02) and for elderly those who had completed high secondary schooling (OR=4.94) and those who belonged to the nuclear family (OR=1.59). The study showed elderly who belonged to Open caste had lesser odds of having anemia (OR=0.68). Conclusion: The study found high prevalence of anaemia (43%) and at-risk malnutrition (62.17%) in the geriatric population. Policymakers should prioritise nutritional interventional policy, and stakeholders should promote the existing nutritional policies of this vulnerable group.

Paani Foundation: A Gamified Approach to Water Crisis in Rural India

Maharashtra in India faced the dual challenge of drought and flooding as a result of variable rainfall and inadequate water management practices. Paani Foundation, an NGO, embarked on a mission to empower and mobilize people in order to combat the issue of water scarcity and drought in Maharashtra. They introduced the ‘Satyamev Jayate Water Cup Competition’, which employed a gamified approach to ignite ‘A Mass Movement to Combat the Environmental Crisis’. In this competition, villages vied with each other to amass as much water as possible during the rainy season by constructing reservoirs for rainwater harvesting. The remarkable success of this intervention in rural Maharashtra led to the question of whether it marked the dawn of a ‘Water Revolution’ in the country. How could a mass movement transform water-scarce villages into water-abundant ones?

Needs assessment for introducing pulmonary rehabilitation for chronic obstructive pulmonary disease management in a rural Indian setting: a qualitative study

BackgroundPulmonary rehabilitation (PR) is an effective strategy to improve breathlessness, health status and exercise tolerance and to reduce readmissions and mortality. In India, there is no government health programme for...