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Rural-urban linkages are vital elements in a sustain­able food system. As the COVID-19 pandemic unfolded, supply chains were disrupted and fear of infection impacted food shopping decisions, push­ing consumers to seek local and safer options for procuring fresh produce. Direct marketing arose as a promising alternative for both consumers and producers. We undertook a study in Bengaluru, India, in order to understand what direct marketing activities have unfolded with the COVID-19 pan­demic. Media reports highlighted the plight of farmers struggling to market their harvest during lockdown as well as the farm to fork initiatives and lockdown farmers markets that have been created as a response. We see this moment as an opportu­nity to develop Bengaluru’s food system to be more sustainable, specifically through the City Region Food System framework. This study conducted online and telephone surveys with both consumers and producers in Bengaluru to explore the elements of supply and demand that have fos­tered and hindered direct marketing schemes. We found that consumers are interested in sourcing fruits and vegetables directly from farmers, but communi­cation and logistics between consumers and pro­ducers are major hindrances. Although producers are diversifying their marketing strate­gies, they need to be implemented at economically viable scales to ensure long-term success. We find that the role of technology, specifically messaging apps, can streamline direct marketing activities and remove the barriers that currently hamper rural-urban linkages. Further­more, existing community and farmer organiza­tions have the size and scale to make direct marketing schemes a worthy endeavor for both consumers and producers.

Migration occurs in search of survival, fulfilment and a better life. Among the classified migrants, Census 2001 reported that rural out-migrants constituted the majority of 75.80 per cent. Majority of migration is from one rural area to another due to ‘marriage’ in the case of females and ‘in search of work’ in the case of males. Lack of balance between rural urban migration and urbanization carried a threat of major social and economic difficulties and it may actually block social and economic progress. The current paper analyses the determinants of rural out-migration to Coimbatore city, which stands third in the number of immigrants (Census 2001) in Tamil Nadu. A total of a hundred rural migrants in the sample area were contacted. An empirical analysis was carried out on the nature, size, type and other characteristics of migrant workers. Further the economic impact of migration and its determinants were also assessed. Rural out-migration occurs at a younger age mainly for seeking a better job. The disintegration of joint families had led to declining family income causing males to migrate to nearby cities in a larger proportion. The empirical analysis strengthened the various theories on migration, both neo-classical and sociological. From the findings of the study, it can be concluded that by providing adequate infrastructure and institutional supports in rural areas, the rural out-migration could be restricted preventing the unbalanced tilt towards cities.

Stress is a part of every employee's life. However, where stress is excessive, personal and organisational performance is at best damaged. At the worst, stress is a liability and a threat to the survival of an organisation. Therefore the researcher attempts to identify the factors that cause high stress among working women and discuss the coping strategies adopted by them to reduce stress. Discriminant analysis was used in the study to identify the variables that distinguish the high stress respondents from those of low stress respondents and the applicability of nine pre-identified coping strategies for controlling stress were also examined.

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