CHAPTER III Profile of Salem District For proper understanding of the consumers, a brief analysis of the study area becomes inevitable. It would give the necessary background for the analysis, besides it would provide an answer to the question like why the rural consumers behave in certain ways while Purchasing the Food Products and Beverages. The description of the study area deals with a brief function of Salem District. 3.1 Salem District Profile Salem district is one of the prime districts in Tamil Nadu. It is bounded on the north by Dharmapuri district, south by Namakkal district and Erode district, the Western Ghats on the west and by Villupuram district on the east. The district is intersected by numerous hills such as Shervaroy hills and Kalrayan hills which adorn the district with natural beauty and forest wealth. The name 'Salem' appears to have been derived from Sela or Shalya by which the term refers to the country around the hills, as in the inscriptions. Local tradition claims Salem as the birth place of Tamil poetess Avvaiyar. The town is surrounded by an amphitheatre of hills, the Nagarmalai in the north, the Jeragamalai in the south, the Kanjanamalai on the west and Godumalai on the east. The Thirumanimuthar in the main division divides it. Salem is the fifth largest city in Tamil Nadu. 3.2 Geographical Features Salem District North Latitude East Longitude Geographical area is 5205 Sq.Kms. Between 11 0 14` and 12 0 53` Between 77 0 44` and 78 0 50` 48
3.3 History of Salem District The data of human civilization in this district researches goes back to the stone ages. The existence of prehistoric culture in Salem is evident from the discovery of Paleolithic and Neolithic stone implements. It is a geologist s paradise, surrounded by hills and landscape dotted with hillocks. It has a vibrant culture dating back to the ancient Kingrod. As a district, Salem has its significances in various aspects. There are many things in Salem that are note worthy by virtue of its location and social setup. The City is located in the state of TamilNadu and the headquarters of the district and it is situated at an elevation of 912 feet above mean sea level. It is the fifth largest city in Tamil Nadu State and was upgraded from municipality into Municipal Corporation, in the Year 1994. The city encompasses a total area of 91.34 sq km and is located at distance of about 340 Kms from Chennai. The present population is estimated to be 7.3 Lakshs. This Town is the center place of the southern region connecting of the stats of Tamil Nadu and Kerala and solution part of Karnataka state. 3.4 Location of the District The District is surrounded by Villuppuram in the East, Namakkal in the South, Erode in the West and Dharmapuri in the North. The surface of the district is found to be hills and rocks. It s a special grade municipal town is located at a distance of 50km south of Namakkal. And is situated in the North latitude between 1114 1235 and 7744 of East Longitude. The total area of Salem city is about 5,205 square kilometers. The Total is 3,480,008 out of which males were 1,780,008 and females were 1,699,439 in 2011 census, and Rural population was 1,703,687 and urban population was 1,776,321 in 2011. 49
3.5 Natural Resources Natural resources in Salem districts are Magnetite, Bauxite, Quartz, Felspar, Limestone, Soapstone, Rough stone and Granite. 3.6 Climate The normal climate of Salem district is very hot and it is very pleasant during the southwest monsoon in mettur Taluk. Whereas it is comparatively very low in Yercaurd. The southwest monsoon becomes moderate by the end of August. During September & October there are slight and variable winds. 3.7 Rivers The Major rivers flow in the district is cauveri, Vasistra nathi and suretha nathi. The first is considered as a perennial river. It has more than 10 lakes such as Govindavdi lake. Ayyanar Koil, Mookaneri, Attur Pudu, Umayal Puram, Thulavoor, Aragaloor, Sendarapatty, Naduvalur Eri, Sarvoy Periya Eri and Vadaman lake during the summer time these lakes get dry and get rain only from south monsoon and north east monsoon. 3.8 Irrigation Assured irrigation facilities in an area improve the productivity of crops and influence the cropping pattern. Four major rivers are flowering in the districts. They are Cauveri, Vasista river and Survetha river. The first is perennial in nature, and leave the rivers dry during the summer season all these cauveri is the main sources of irrigation. 50
3.9 Livestock Table 3.9 Livestock and Poultry in Salem District Sl. No. Particulars Numbers 1. Cattle 469219 2. Buffaloes 142209 3. Sheep 209247 4. Goat 332019 5. Poultry 1190185 The poultry population in Salem district was 11, 90,185 during 2002 2003, which was followed by sheep ( 2,09,247), Cattle ( 4,69,219), Buffaloes (1, 42,209), and goat (3, 32,019) respectively. In Salem city there are there Vetenary hospitals, 43 vetenary dispensaries and also, central clinic centre to increase the health of livestocks. 3.10 Industries in Salem Salem district has a place of unique importance in the industrial Map of Tamil Nadu. Industries and Trade naturally occupy the prominent place in the economy of the district. Industries that flourished in early day in this area were handloom weaving, carpet manufacturing, cart building, oil processing, brass vessel manufacturing tannery, screen printing, oil refinery, plastic, chemical, electric industry, etc. In the modern times, some of these well established ancient industries lost its significance. Elampillai, Arriyanoor & Sankagiri occupy importance place in the field of textile industry. The Industry which was able to withstand even after the unsought modernization has been the handloom weaving at Lamellar, Sankagiri, and Arriyanoor. This district is noted for its handloom products, which include cotton sarees, bedspreads, towels and also power loom products. 51
3.11 Dairy Development There are 1298 registered of Co operatives and functioning Co operatives are 927. The farmers earn more income from milk production. During flush season the milk production is 528.36 and during lean season it is 455.15 lakhs litres respectively. 3.12 Khadi and Village Industries Khadi and village industry in one of the main small scale industries in Salem district, with respect to production and sales. It s annual turn over was around 87 lakhs, in 2002 03. It provides more income to households in rural areas. 3.13 Medical and Health People in salem have number of medical and health care facilities. They are classified in to three types namely, Molder medicine, Indian Medicine and also Homeopathy. No of hospitals situated in Salem municipality are 11, out of which four are 24x7 services. To promote health, Government has opened 70 primary health care centers, 398 sub health care centers and other medical institutions are also providing number of services. 3.14 Transports Transport is one of the basic infrastructures. Salem city has national highways and also rural roads, it is easy to transport goods from one place to another and there is a Railway Junction with 27 Railway stations. In every home there is at least one vehicle. Kamalapuram Airport Omalur taluk. 3.15 Communication Communication in Salem is speedy,because it has more than 500 post offices providing postal services alone. Now a days the communications are very faster than earlier because telecommunications play an important role in the development of communications. 52
3.16 Revenue and Administrative Divisions 3.16.1 Revenue and Administrative Divisions Sl.No. Particulars No. 1 Revenue Divisions 4 2 Revenue Taluks 9 3 Revenue Firkas 42 4 Revenue Villages 646 As seen in table 3.16.1 it has four main Revenue Administrative divisions. They are revenue Firkar and Revenue villages. Revenue collection is most difficult in nature, but here they are simplified and handled very effectively. 3.16.2 Local bodies Sl.No. Particulars No. 1 Corporations 1 2 Municipalities 3 3 Panchayat Unions 20 4 Town Panchayat 34 5 Village Panchayat 385 The table 3.16.2 shows the local bodies of Salem district. It has one Corporation, 3 Municipalities, 20 Panchayat Unions, 34 Town Panchayats and 385 Village Panchayats. 3.17 Export Commodities Textiles, Yarn, Granite, Readymade garments, Mangoes, Coir products and Stainless steel. 53
3.18 Transport and Traffic Salem is a transit point for travel between Chennai, Bangalore, Thiruvananthapuram, Coimbatore, Maduri, Errakulam / Cochin, Podicherry, and other places. 3.19 Road each at Salem. Three important National Highways NH7, NH47 and NH68 intersect 3.20 Rail Salem is an important rail Junction in South India, because of its location almost midway between Chennai, Bangalore and Coimbatore. In 2007, Salem became a rail division (including high revenue yielding including coimbatore District and Erode districts).this was formally inaugurated on / November 2007 by the Tamil Nadu chief Mainister M. karunanidhi and Tamil Nadu Railway Minister Lalu Prasad Yadav. The Salem Rail division was carved out of the palakkad rail division in Kerala. Which had created dissension between the two states. At Salem Junction, most express trains pass through Salem Junction at night. Initiative under way for a bullet train from Chennai to Coimbatore Via Salem. 3.21 Air Salem has an Airport ( code FR3241) at Kamalapuram near Omalur on NH7 towards Dharmapuri, but currently ( 2008 ) it is not being used for commercial reasons, however, an aviation school is utilizing the facility. Salem is half way ( 150 km ) between the international airport of Coimbatore and Bangalore. 54
3.22 History Salem was the largest district in Tamil Nadu before it was bifurcated into two as Salem and Dharmapuri districts. Later Salem district was again divided with the formation of Namakkal district. 3.23 Hills 3.24 Rivers i. Nagaramalai ii. Jeragamalai iii. Kanjamalai iv. Godumalai v. Kalrayan Hills vi. Pachailalai vii. Shervaroyan Hills viii. Eastern Ghats ix. Mettur Hills i. Thirumanimuthar ii. Vasishta river iii. Kauveri 3.25 Block Profile The district as a whole comprises of 4 revenue divisions and is divided into 9 taluks. For administrative purpose the district is divided in to 20 blocks. Sl. No. 3.25.1 Features of the Parameter Total Male Female Percentage 1 3016346 1563633 1452713 100 929 2 (0-6) 351859 190129 161730 13.21 851 3 Scheduled Castes 475738 244391 231347 15.77 947 4 Scheduled Tribes 103921 52693 51228 3.45 972 5 Literates 1734442 1021772 712670 65.09 697 6 Illiterates 1281904 541861 740043 34.91 1366 7 Workers 1454645 942939 511706 48.23 543 55
Name Location Code Total Households Area Sl. No. Parameter Total Male Female Percentage 8 Main Workers 1279846 874647 405199 42.43 463 9 Main Cultivators 285371 174023 111348 22.3 640 10 11 12 Main Agricultural Labourers Main Workers in Household Industries Main Other Workers 281799 146712 135087 22.02 521 121353 80144 41209 9.48 514 591323 473768 117555 45.2 686 13 Marginal Workers 174799 68292 106507 5.8 1206 14 Marginal Cultivators 15 16 17 Marginal Agricultural Labourers Marginal Workers in Household Industries Other Marginal Workers 15867 4790 11077 9.08 2313 106102 36075 70027 60.7 1941 12908 3294 9614 7.38 2919 39922 24133 15789 22.84 654 18 Non Workers 1561701 620694 941007 51.77 1516 19 Households Source: RAPIDE:2010-2011\Annual Employment Report\Annual Employment Final Salem.doc. 3.26 Total District Table 3.26.1 Urban Sl.No. Male Female Density 1 Salem 08 736562 3016346 1563633 1452713 929 5245.000 575.09 Source: RAPIDE:\2010-2011\Annual Employment Report\Annual Employment Final Salem.doc. 56
Name Location Code Total Households Name Location Code Total Households Area Table 3.26.2 Rural Sl.No. Male Female Density 1 Salem 08 405123 1626162 852453 773709 908 4593.96 353.98 Source: RAPIDE:\ 2010-2011\Annual Employment Report\Annual Employment Final Salem.doc. Table 3.26.3 Taluk-wise Rural Sl.No. Male Female 1 Attur 080008 68371 272815 138528 134287 969 2 Edappadi 080003 32517 127464 68938 58526 849 3 Gangavalli 080009 22341 85668 43365 42303 976 4 Mettur 080001 53947 214731 115906 98825 853 5 Omalur 080002 81700 346422 184955 161467 873 6 Salem 080005 64444 258426 134422 124004 922 7 Sankari 080004 38456 144756 76892 67864 883 8 Vazhapadi 080007 33722 136800 69613 67187 965 9 Yercaud 080006 9625 39080 19834 19246 970 Total 405123 1626162 852453 773709 8260 Source: RAPIDE:\2011-2012\Annual Employment Report\Annual Employment Final Salem.doc. 57
Name Location Code Total Households Table 3.26.4 Taluk-wise Urban Sl.No. Male Female 1 Attur 080008 27219 111827 56164 55663 991 2 Edappadi 080003 16161 65898 34552 31346 907 3 Gangavalli 080009 15822 63112 31804 31308 984 4 Mettur 080001 39457 163606 84830 78776 929 5 Omalur 080002 13546 58880 30895 27985 906 6 Salem 080005 190748 812785 413687 39909 965 7 Sankari 080004 19906 79019 41553 37466 902 8 Vazhapadi 080007 8580 35057 17695 17362 981 9 Yercaud 080006 0 0 0 0 0 Total 331439 1390184 711180 67900 7565 58