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* Demand for consumer goods is growing rapidly
==== Rural credit ====
* [http://epaper.timesofindia.com/Repository/ml.asp?Ref=VE9JQkcvMjAwNi8wOC8wOCNBcjAxNTAz&Mode=HTML&Locale=english-skin-custom Lack of access to savings mechanisms and credit is one of the biggest challenges for villagers in India.]
* According to a World Bank study, in Andhra Pradesh, 59% of rural households lack access to deposit accounts and 79% don’t have borrowing facility from the organised financial sector. Bankers too complain that though the rural potential is huge, they don’t have enough knowledge about the rural customer.
* Innovative concepts, such as a [http://epaper.timesofindia.com/Repository/ml.asp?Ref=VE9JQkcvMjAwNi8wOC8wOCNBcjAxNTAz&Mode=HTML&Locale=english-skin-custom mobile ATM machine] are being tried out at the moment.
[[Image:PersFin Rural ATM.jpg|thumb|center|400px|[http://epaper.timesofindia.com/Repository/ml.asp?Ref=VE9JQkcvMjAwNi8wOC8wOCNBcjAxNTAz&Mode=HTML&Locale=english-skin-custom State Bank of India/Microsoft experiment for rural ATM was tested with 20,000 villagers in 5 villages]]]
=== Reimbursements ===