PRIMA: Practices and Research in Marketing

1. Shalender – Department Of Geography, Government College Narwana, Haryana, India.

Received
06-Nov-2023
Accepted
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Published
06-Nov-2023
Abstract
The desert region of Haryana, India, has a unique set of development problems and prospects. This region has historically endured socioeconomic inequities due to its arid climate, paucity of water, and limited agricultural potential. Haryana, a northern Indian state, includes a substantial desert region characterised by arid conditions, low agricultural production, and paucity of water. The central government started the Jal Jivan Haryali Mission in 2019 to solve these concerns and promote inclusive growth. The objective of this program is to increase agricultural output by implementing innovative water management practices and improving livelihoods by supporting alternative income streams. The Jal Jivan Haryali Mission (JJHM) is a ground-breaking project aimed at improving water management, promoting sustainable farming methods, and increasing community resilience to droughts. This research paper is an attempt to analyse the JJHM’s crucial role in alleviating the possible effects of droughts in Haryana through water conservation, effective resource management, and community engagement.
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