Case Studies: Sahulat Journal No. 7, Vol. 6, December 2017 and June 2018, No.1
Globalization and consumerism are twin brothers in the present era. Most modern marketing systems/strategies absolutely depends on these twin factors. Consumerism and market have given birth to too many service sectors under the growing urbanization. This service sector has created a scope of formal and informal labour market. The latter uses to engulf human resources without skill/education and so forth. Unfortunately, lack in agriculture development, access to agricultural labour and huge unemployment in rural area are pushing factors for inter and intra- country migration of youth and adolescentsto urban areas. This paper examines the migration of rural youth in urban areas and how does that change their lives, affects the socio-cultural aspect of the rural community threatening its peacefulness and integrity. Therefore, why is the rural entrepreneurship impossible? And what steps can be taken to revitalize this sector. For this purpose, 18 villages of Borgodargodar Gram Panchayat in Nandkumar Block of PurbaMedinipur district of West Bengal were selected from which 100 youth migrants to urban areas and 100 unemployed youth were chosen through random simple sampling, to understand their changing social, economic and cultural practices and their views on the rural entrepreneurship – barriers and prospects. Tools like structured interview schedules and case studies were used for data collection. The result shows that rapid consumerism and the lack of agriculture-based economic development were the barriers for rural entrepreneurship.