Internet Rural India 2010 IMAI IMRB Apr 2011

8/6/2019 Internet Rural India 2010 IMAI IMRB Apr 2011

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April 2011

IAMAI

Internet in Rural India

2010


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ICube 2010 Internet in Rural India 2010 Page 2

TABLE of CONTENTS

Executive Summary .3

Overview of Internet in Rural India....5

Background Information of Internet in India

Internet Penetration in Rural India..7

Claimed and Active Internet numbers for the 7 States and All India Estimates - 2010

Internet Access Points .10

Points of Internet Access in Rural India

Common Service Centers (CSCs).. ...11

Purposes of Internet Access at CSCs, Amounts Charged at CSCs/Cyber Cafes in Rural India

Purpose of Internet Access....14

Purposes of Internet Access by Claimed Internet Users in Rural India

Reasons for Non-Usage of Internet..16

Various reasons for non-usage of the Internet in Rural India

Towards Sustained Growth of Internet Usage in Rural India17

CSC Scheme, SSA, NREGA, Mobile Internet Possibilities, Internet Awareness Campaigns

Annexure


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Executive Summary

Internet penetration is rising appreciably in India today. Urban India which accounts for

about 28% of the total population, has witnessed the bulk of this growth, with students,

youth as well as office goers being the primary drivers. Rural India, on the other hand, lags

behind. By December 2009, rural India had about 7.45 Mnclaimed Internet users and 5.5

Mnactive Internet users.

As per the latest round of research conducted by IMRB International with ICube 2010, the

number of Internet users in rural India has risen notably. As per All India estimates, rural

India is projected to have 10.6 Mnclaimed Internet users and 8.5 Mn active Internet users

by June 2010 and 15.2 Mn claimed Internet users and 12.1 Mn active Internet users by

December 2010. Therefore, as compared to June 2010 estimates, there has been an increase

of over 40% in both claimed as well as active Internet users.

In terms ofproportion of active to claimed Internet users, ICube 2010 findings suggest that

the proportion hovers around 80% and is relatively stable. This is interesting to note as it

suggests that even with a greater number of claimed Internet users, more people are

accessing the Internet on a regular basis.

The reasons for increased Internet penetration, especially in rural areas are multiple.

Government initiatives facilitated by DIT (Department of Information Technology) such as

NeGP (National e-Governance Plan), SWAN (State Wide Area Network) and CSC (Common

Service Centres) are increasingly maturing. As per latest reports provided by the DIT, there

are about 90,000 CSCs operational in various parts of India. With India having about 600,000

villages, each common service center on an average serves about 6 villages approximately.

Other notable Government initiatives include Sarva Shiksha Abhiyan (SSA) and the National

Rural Employment Guarantee Act (NREGA) scheme. The SSA has helped computer literacy to

rise among school children while also increasing Internet awareness and usage. As part of

NREGA, a web based system has been designed that villagers can use for their personal use

and obtain their payment online, while also storing their money safely.


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Also, private sector initiatives such as ITCs e-Choupal, HULs Project Shakti, Microsofts

Project Shiksha and Googles Internet bus among various others, continue to help increase

Internet awareness and usage.

Common Service Centers (CSCs) are by far the most widely used Internet access points. In

the current edition of the report therefore, there has been a streamlined focus on the type of

services CSCs are typically accessed for. About 65% of all Internet access in rural India

happens at a CSC or any publicly accessible computer. As per the findings, educationrelated

surfing (49%), general Internet surfing (46%), gaming purposes (28%) and biodata and CV

services (25%) were the main reasons for people to access CSCs.

Internet Non Awareness is still by far the main reason why people do not use the Internet in

rural areas. This is followed by non-availability of computers, non-availability of Internet

connections as other reasons cited. In other words, awareness of the Internet as a medium

will be another important factor that will expedite Internet adoption. Internet awareness can

be increased through careful planning, designing, and execution of various promotional

campaigns. Based on the latest ICube 2010 findings, these campaigns should be run with

Haat, Mela, and Mandi events in villages, as these are main channels that villagers are

exposed to. In addition, the penetration of television and cable television in particular, has

also risen greatly in rural India. These must be utilized to generate greater awareness.


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Overview of Internet in Rural India

As per the National Readership Survey (NRS) 2006 figures, Indias population stands at

about 818 million. Among these, India has about 568 million people residing in rural India

and spread over 600,000 villages across various parts of the country. The rural population

therefore accounts for nearly 70% of the population even today.

Urban India is at the heart of the Internet growth and rural India comparatively lags behind.

There are numerous challenges India faces for continued growth in Internet penetration in

the rural parts. The most important factor is arguably the development of ICT infrastructure,

which will empower people in rural India to use the Internet. Though there are visible signs

of progress in this regard, further progress and maturity of the schemes is necessary for

greater Internet adoption.

Over the past decade, various schemes have been undertaken by the Government of India

through the Department of Information Technology (DIT) for increasing Internet usage in

India. These have primarily been designed with the intention of having inclusive growth as

far as Internet penetration is concerned and make the rural Indian, a part of the information

age.

Among the Government of India initiatives, the notable ones are the NeGP, SWAN and CSC

scheme. NeGP has been underway since 2005, while the CSC scheme implementation has

been ongoing since 2006. SWAN is also an important ingredient for the success of the CSC

scheme, as it is the backbone for CSCs with its optic fiber bandwidth connectivity.

Department of

nformation

Technology (DIT)

as undertaken:

NeGP

WAN

CSC


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Figure 1 Drivers for Internet Growth in Rural India

Leading private organizations as ITC, Microsoft, HUL and Google have undertaken

noteworthy initiatives in rural India as e-Choupal, Project Shiksha, Project Shakti and

Internet bus respectively. These initiatives have helped increased Internet usage, awareness

and computer literacy among the rural folk.

With the e-Choupal initiative, ITC continues to reach out to about 4 million farmers through

6500 kiosks and over 40,000 villages. The initiative provides useful information about the

weather as well as the market price of the food grains, helping prevent the exploitation offarmers. In addition, the initiative helps to grow a range of crops including wheat, rice,

pulses, soybean, and coffee among others.

Hindustan Unilevers Project Shakti, with its iShakti community portal has also enabled

Internet penetration to rise. The focus of this initiative is women in rural India. There are

about 45,000 women entrepreneurs that cater over 135,000 villages across 15 Indian states.

It is estimated that there are over 3 million consumers that are buying products sold at such

outlets.

National e-Governance Plan

Common Service Centers

SWAN

Public SectorInitiatives

ITC's e-Choupal

HUL's Project Shakti

Microsoft's Project Shiksha

Google's Internet Bus

Private SectorInitiatives

Increased

Internet

Adoption

Observed

Among

Rural

People

TC, Microsoft,

HUL, Google have

ndertaken

arious initiatives

s e-Choupal,

roject Shiksha,

rojectShaktiand

nternet bus

espectively


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Internet Penetration in Rural India

As per ICube 2010 findings, there are about 27 Mn computer literates in the seven states

surveyed i.e. over Andhra Pradesh, Assam, Maharashtra, Orissa, Rajasthan, Tamil Nadu and

Uttar Pradesh. The computer literacy reported in these 7 states is therefore about 8.7%.

The All India estimates for computer literates in rural India are 47 Mn. This translates into a

computer literacy of about 7.4% for rural India as a whole.

There are about 9.7 Mn Claimed Internet users and about 7.8 Mn Active Internet users in

the seven states surveyed. The All India estimates for Claimed Internet users are 15.2 Mn

while it is 12.1 Mn for Active Internet users by December 2010.

The Claimed Internet user penetration is 2.68%, while the Active Internet user penetration

has been calculated to be 2.13%.

The Internet landscape in rural India can be summarized as below:

Figure 2 Computer Literacy and Internet Penetration among rural villages in 2010

ctive Internet

Users in Rural

ndia 15.2 Mn

estimated)

laimed Internet

Users in Rural

ndia 12.1 Mn

estimated)

PC Literate Penetration

8.3%

Claimed Internet Users

Penetration 2.68%

Active Internet Users

Penetration 2.13%

Rural Population

568 Mn

PC Literates

47 Mn

Claimed Internet Users

15.2 Mn

Active Internet Users12.1 Mn


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As per IMRB Internationals estimates, the number of claimed Internet users will almost

reach 30 Mn by the December 2011. In addition, the number ofactive Internet users are

expected to touch 24 Mn by the end ofDecember 2011. These have been estimated keeping

in mind the current Internet growth rates, as well as other macroeconomic conditions.

Figure 3 - Internet Numbers in Rural India - Yearwise

Following is a summary of claimed and active Internet numbers spread over three years:

ICube 2010 findings suggest that the proportion of active to claimed Internet users is quite

high at 80% and has been fairly consistent over the years. It therefore suggests that a

greater number of people in rural India are accessing the Internet on a regular basis.

1Please note that the Claimed Internet as well as Active Internet numbers for December 2009 have

been recalibrated in the current version of the report to 7.45 Mn and 5.5 Mn respectively. In the

earlier version of the report, these were reported as 6.5 Mn and 4.2 Mn respectively, but have now

been corrected in this edition.

5.5 5.97.45

10.6

15.2

21.4

29.9

3.33.7

5.5

8.5

12.1

17

24

6%

27%

42%43%

40%

40%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

0

5

10

15

20

25

30

35

Dec-08 Jun-09 Dec-09 Jun-10 Dec-10 Jun-11 (Est) Dec-11 (Est)

Claimed Active Growth in Claimed Internet Users

Internet in Rural India Dec-08 Jun-09 Dec-091 Jun-10 Dec-10 Jun-11(Estimated)

Dec-11(Estimated)

Claimed Internet Users (in Mn) 5.5 5.85 7.45 10.6 15.2 21.4 29.9

Active Internet Users (in Mn) 3.3 3.71 5.5 8.5 12.1 17 24

Proportion of Active to

Claimed Internet Users (%)60% 63% 74% 80% 80% 79% 80%

Growth Rate - Claimed (%)

(Half Yearly)6% 27% 42% 43% 41% 40%


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In the previous edition of this report, the claimed and active Internet user population was set

at 6.5 Mn and 4.2 Mn respectively. These projections were based on our assumptions that

the CSC usage is quite low in certain states like Uttar Pradesh. However, based on our 2010

findings it has been observed that the rural citizens in these states do use CSCs for theirinformational needs and access the Internet. As a result, we have posted the corrected and

revised figures for the last year in this report.


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Internet Access Points

CSCs, Cyber cafes located in the same or nearby village are the typical access points for rural

Internet users in India.

Figure 4 - Internet Access Points

Although mobile penetration has increased greatly in rural areas even, the use of mobile

devices for accessing the Internet has not risen as much.

However, the mobile medium presents an exciting medium for the Internet in the near

future. Cost effective and feature laden mobile phones are increasingly available and

Internet data plans become cheaper. With the launch of 3G services, there will be a greater

number of people using these services in urban India at first, and with time will trickle down

to the rural parts as well.

28%

19%18%

11%

6%5%

4%

10%

CSCs / Cyber

Cafes within

10 km

Other Public

Installed

Computer

CSCs / Cyber

Cafes greater

than 10 km

Friends Home Home Mobile College Other

Internet Access Points

Base: 9.7 Mn Claimed

Internet Users in 7 States


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Common Service Centers (CSCs)

A significant 38% of the people surveyed had mentioned that they had used the services

provided by common service centers i.e. about 3.75 Mn claimed Internet users had used

these services. Of these 38% i.e. those who had used Internet service using CSCs,

respondents from Assam and Maharashtra are especially well versed with the local

terminologies used while referring to CSCs.

The majority i.e. about 59% of CSCs and cyber cafes in rural India charge between Rs. 11 and

Rs. 20 per hour for Internet access.

Figure 5 - Amount Charged at Common Service Centers or Cyber Cafes

Interestingly, the services provided by CSCs in Orissa are the cheapest offered in the entire

country. In fact, 19% of the respondents from Orissa claimed that they had accessed the

common service centers absolutely free of cost.

Among the services utilized at CSCs, education related surfing i.e. information about exams,

study events, higher education and so on was mentioned by a whopping 49% of Internet

users accessing the CSCs.

3%

5%

34%

29%

29%

Amount Charged at CSCs or Cyber Cafes

Free

Rs. 5 to 10

Rs. 11 to 15

Rs. 16 to 20

Greater than Rs

20


Internet Users that have

used CSCs

9% of CSCs and

yber cafes in

ural India charge

etween Rs. 11nd Rs. 20 per

our for Internet

ccess

ducation related

urfing i.e.

nformation about

xams, study

vents, higher

ducation and so

n was mentionedy49% of Internet

sers accessing

he CSCs


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Figure 6 - Facilities Used at CSCs by Internet Users

This is followed by general Internet surfing (46%) which may include email / chat / portals,

printing of materials (28%), gaming purposes (28%) and biodata and CV purposes (25%).

Other important services accessed at the common service centers include scanning, CD

burning, booking railway tickets and even payment of water, electricity and telecom bills as

seen in the graph.

An overwhelming majority of respondents (93%) that had used CSC services are satisfied

with the services provided.

49%46%

28% 28% 26% 25% 23%20%

13%9% 7% 6%

3% 3%

Facilities Availed at CSCs



used CSCs


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Figure 7 - Satisfaction Level - Common Service Centers

Only 3% of the respondents that had accessed CSC services claimed that they were

dissatisfied with the services provided.

Considering various respondents, the average distance at which a CSC, cyber cafe or public

Internet access point is located is between 7 km and 8 km.

Interestingly, 55% of the respondents mentioned that a publicly installed computer with

Internet access was available within 10 km of their village. Thus there definitely is a

promising increase in the awareness of computer and Internet enabled services across rural

India.

34%

59%

4% 3%

Satisfaction Level of Using CSCs

Highly Satisfied

Satisfied

Neither Satisfied

Nor Dissatisfied

Dissatisfied



used CSCs

Average distance

t which a CSC,

yber cafe or

public Internet

ccess point is

ocated is

etween 7 km

nd 8 km


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Purpose of Internet Access

The main purposes for Internet access are entertainment, communication and chat.41% of the claimed Internet users mentioned that they had used the Internet for

watching, downloading and listening to music or uploading or downloading pictures.

32% also mentioned that they had used the Internet for email, chat and

communication.

Figure 8 - Purpose of Internet Access - Used

Among the likely activities that people will continue to use the Internet for include watching,

downloading and listening to music, videos and photos, which was mentioned by 40% of the

respondents. In addition, Email and Chat will continue to be popular uses of the Internet andwas mentioned by about 39% of the users, as compared to the 32% that had actually used it.

41%

32%

25% 24%

6% 5%3% 2% 2%

8%

Purpose of Internet Access - Used

Base: 9.7 Mn ClaimedInternet Users in 7 States

Main Purposesfor Internet access

are

Entertainment,

Communication

andChat


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Figure 9 - Future Use of Internet

People in rural India will use the Internet for education related purposes in future,

with about 28% of the respondents citing the same.

40% 39%

28% 27%

13%

7%4% 4% 3% 3% 3%

Purpose of Internet Access - Future Use


Internet Users in 7 States


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Reasons for Non-Usage of Internet in Rural India

Internet unawareness continues to be the primary reason why people do not access the

Internet in rural India.

Apart from this, these people would also like to know the benefits of using the Internet. In

other words, as compared to people from urban areas, people from rural India are more

sensitive to the use of the Internet in terms of returns. They look beyond the leisure or

relaxation aspect provided by the Internet, which for many urban Indians, are important uses

of the Internet.

Figure 10 - Reasons for Non-Usage of Internet by People in Rural India

Some respondents cited the unavailability of a personal computer at home (13%),unavailability of Internet access points (3%), as well as inability to operate a computer (8%)

as various other reasons for non-usage of the Internet.

31%

23%

13%

8% 8%6%

5%3% 3%

Not Aware of

Internet

Dont Feel

the Need /

Dont Know

Usefulness

Do Not Own

PC at Home

Need to

Learn How to

Use PC

Need

Guidance

Do Not Own

Internet

Connection

at Home

No Proper

Supply of

Electricity

Non

Availability

of Internet

Access Point

Believe

Internet is

Urban

People

Main Reasons for Non-Usage of Internet

Base: 94 Mn Non-Internet Users

Lack of Internetawareness,

nternet

Usefulness,

Unavailability of

PCs , are some of

the reasons

mentioned for

Non-Usage


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Towards Sustained Growth of Internet Penetration in Rural

India

The potential for Internet penetration in India and rural India particularly, continues to

remain large with majority of the population not having used the Internet. The

implementation of various Government schemes will be fundamental to this increased

Internet penetration. In addition, support from the private sector will definitely expedite

Internet penetration.

Maturity of government schemes as CSC, SWAN is a positive sign sure to positively affect

Internet growth. Following figure elaborates the progress of the CSC scheme as of February

2011.

Figure 11 - Current Status of Common Service Centers

As seen in Figure 11, the roll out of Common Service Centers in Gujarat, Maharashtra, Tamil

Nadu, Orissa, Madhya Pradesh, Chhattisgarh, West Bengal, Bihar and other North Eastern

states has been particularly high. This has reflected positive numbers especially in

Source:http://www.csc-india.org

Maturity of

overnment

chemes such as

WAN and CSC

will be vital in

verall Internet

rowth in rural

ndia
http://www.csc-india.org/http://www.csc-india.org/http://www.csc-india.org/http://www.csc-india.org/


18/24


Maharashtra and Orissa, which were two of the seven states surveyed as part of the ICube

2010 rural Internet survey.

However, for the success of a scheme like CSC, one has to remember that not only does the

physical infrastructure (computers, bandwidth, electricity etc) need to be in place, but also

softer infrastructure needs to be up to the mark. By softer infrastructure, we imply the

necessity of having educated, capable people with project-management abilities for the daily

operations of the center. These individuals need to be adequately trained and compensated

for operations of the center, among other responsibilities.

Sarva Shiksha Abhiyan (SSA) is another flagship initiative undertaken by the Government ofIndia to provide free primary education in schools across India and increase computer

literacy, Internet awareness and usage. The use of computers for teaching and computer

literacy are important features supported by the SSA. SSA is broadly based on learning of

computers and also aid teachers to make classrooms more interactive, effective and

interesting through computer aided learning.

As part of SSA, there were over 25,000 schools sanctioned with a provision for establishing

computer laboratories at the secondary stage in 2008. In addition, a similar number of

schools at higher primary stage (Grade VI-VIII) were already covered under a computer aided

learning programme.

The Government of India aims to cover all remaining 75,000 government and government

aided secondary stage schools under the ICT programme by 2010. In addition, the Ministry of

Telecommunication has also a plan to provide Broadband Internet connectivity to these

various schools. This will surely expedite Internet access among school students. Thus, with

increased computer literacy, there is bound to be greater awareness with regards to the

Internet, which will positively affect Internet numbers in the foreseeable future.

The National Rural Employment Guarantee Act (NREGA) is another Government of India

scheme that is helping greater Internet awareness and usage. NREGA is basically a job

arva ShikshaAbhiyan (SSA),

National Rural

Employment

Guarantee Act

NREGA), Mobile

nternet,

Continued

nvestments by

Private Players

and Increased

nternetAwareness will be

other schemes /

nitiatives vital for

nternet growth in

ural India


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guarantee scheme enacted by legislation in 2005. The scheme provides a legal guarantee for

100 days of employment in every financial year to adult members of any rural household.

Under NREGA, multiple initiatives are being implemented using various ICT innovations.

Among these includes a Management Information System called NREGA MIS. The web

based system helps to make data transparent and available in the public domain and be

equally accessed by all. People in rural India are using this web based system for their

various transactions. In other words, NREGA is helping the common man in rural India to be

increasingly tech savvy. This certainly bodes well for increased Internet usage in the

upcoming years, without there being leakages and exploitation of rural people in terms of

the payments they deserve to receive.

Mobile Internet will also play an important role towards greater Internet adoption. The

number of mobile subscribers in India has exponentially risen over the past decade or so.

Not only has the urban landscape witnessed great growth, but also the rural people have

subscribed to the medium in a great way.

The availability of cheap calling rates is one of the reasons instrumental for this exponential

rise in numbers. Also, with a slew of mobile phone companies offering handsets at

throwaway prices, people are increasingly buying better cell phones that have an option for

accessing the Internet. As per various reports, the average price of smart phones that deliver

rich content, including video, is falling rapidly, and is nearing $125, which is much lesser than

the cost of a personal computer.

With such mobile Internet infrastructure in place, it is imperative for the public and private

companies to utilize the medium for furthering Internet growth especially in rural India,

where ICT infrastructure leaves much to be desired.

Continued investments by private organizations as ITC, HUL, Microsoft, Google, CISCO

among others will help expedite Internet awareness and usage through various initiatives as

elaborated earlier.


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Finally, last but not the least, increased awareness of the Internet will definitely bring

greater Internet numbers. As per ICube 2010 findings, Haat, Mela, Television and Mandi are

the main media/channels that rural people are consistently exposed to.

Internet awareness campaigns designed for each of these media could help in furthering

Internet awareness and thus bring greater Internet adoption.

Figure 12 Media/Channels that Rural People Exposed to

Through television programmes, one can promote awareness and usage of the medium as

penetration of television has reached remote parts of India.

56% 55%

28%

20%

13%

8%

Haat and Mela Television Mandi Press / Newspapers Radio Outdoor Posters /

Painted Walls

Main Media Types Rural Indians Exposed To

Base: All Respondents


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Annexure

The research team at eTechnology Group with IMRB International adopted a

combination of research techniques for this report.

Quantitative Research

Primary research has been conducted in line with I-Cube' reports, an annual

syndication of eTechnology Group, IMRB International.

The syndicated research is based upon a primary research survey that

interviewed about 15000 people from various age groups, across SECs and

genders from the states of Assam, Maharashtra, Orissa, Tamil Nadu, Andhra

Pradesh, Rajasthan and Uttar Pradesh.

Selection of States

Population Levels - States were divided in terms of their population levels.

For appropriate representation, we selected states having high and medium

populations.

Literacy - Literacy rates were examined for all the states and compared

against the population. The states were divided and selected as having high,

medium or low literacy levels.

Per Capita Income - States were segregated as having high, medium and low

per capita income with respect to the population of these states.

Disadvantaged Groups - States were then compared on the basis of

population of disadvantaged groups and urban population.

FactorsUttar

PradeshMaharashtra

Andhra

PradeshOrissa Assam

Tamil

NaduRajasthan

Population High High High Medium Medium High Medium

Literacy Level Low High Low Medium Medium High LowPer Capita Income Low High Medium Low Low Medium Low

Disadvantaged

GroupsMedium Low Low High Low Medium Medium

Urban Population Medium High Medium Low Low High Medium

Geographical

RegionNorth West South East

North -

EastSouth North


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Tamil Nadu & Maharashtra have the highest literacy level among the higher

population states. Similarly, Andhra Pradesh & UP have the lowest level of

literacy in the high population states. Orissa has the highest no. of people

among the medium population states which belong to disadvantagedgroups. Per capita income of Maharashtra is the highest among the highly

populated states. Similarly, UP has the lowest per capita income level in the

high population states. Assam & Orissa also have low per capita income

levels among the medium populated states. Assam & Orissa have the lowest

urban population among the medium populated states.

Summarizing, the rationale for selecting the given sample is given below:

Sample Selection

As part of selecting the sample, we took three steps.


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Step 1 District Selection

Out of the all districts in a state, a sample of 6 districts was covered ensuringa geographical spread across the state. It was ensured that the chosen

districts would adequately represent the population of a particular state.

Step 2 Selection of Villages within the District

6 villages were selected within a district. Out of these villages, 2 each were of

low population (< 1500), medium population (15002500) and high

population (>2500). A village is divided into a group of hamlets (cluster of

houses). The map of every village was drawn with the help of theMukhiya/Sarpanch of that village. The hamlets were numbered in a

clockwise manner and one hamlet from each village was chosen randomly.

Step 3 Selection of Respondents

Rural respondents from 6 villages across every selected district were

interviewed. There was also a split on the basis of the strata of the

respondents depending on their SEC classification.

Secondary Research

Secondary research was done using information from various published and

private sources and other research bodies to triangulate our findings.


24/24

About IMRB International and IAMAI

e-Technology Group | IMRB (a specialist unit of IMRB International) is a research

based consultancy offering insights into IT, Internet, Telecom & emerging technology

space.

Our continuous link with industry and a constant eye on the pulse of the consumer

ensures that we can decode the movements of technology markets & consumers. To

our clients we offer an understanding of the present market environment and a

roadmap for the future.

About Internet and Mobile Association of India (IAMAI)

The Internet & Mobile Association of India (IAMAI) is a not-for-profit industry body

registered under the Societies Act, 1896. Its mandate is to expand and enhance the

online and mobile value added services sectors. It is dedicated to presenting a unified

voice of the businesses it represents to the government, investors, consumers and

other stakeholders. The association addresses the issues, concerns and challenges of

the Internet and Mobile economy and takes a leading role in its development. The

associations activities include promoting the inherent strengths of the digital

economy, evaluating and recommending standards and practices to the industry,

conducting research, creating platforms for its members, communicating on behalf of

the industry and creating a favorable business environment for the industry. Founded

in January 2004 by leading portals in India, IAMAI in the only specialized industry bodyin India representing the interests of online and mobile value added services industry.

Contact Details

Dr. Subho Ray, President, IAMAI

406, Ready Money Terrace, 167, Dr Annie Besant Road, Mumbai - 400 018

Tel: +91-22-24954574 | Fax: +91-22-24935945 |http://www.iamai.in

Contact Details

eTech Group | IMRB

IMRB International

A Wing, Mhatre Pen Building

Senapati Bapat Marg, Mumbai

Tel: (91)-22-24233902

www.imrbint.com

Research Team for this Report

Balendu Shrivastava, Group Business Director

([email protected])

Tarun Abhichandani, Group Business Director

([email protected])

Harshal Deorukhkar, Consultant
http://www.iamai.in/http://www.iamai.in/http://www.iamai.in/http://www.imrbint.com/http://www.imrbint.com/mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]://www.imrbint.com/http://www.iamai.in/

Internet Rural India 2010 IMAI IMRB Apr 2011

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