Toward a Multi-Level Model for Branding the Sustainable Indian Cooperative Sector.

Abstract

The concept of cooperation has gained increasing recognition as a fundamental tool in the monumental endeavour of economic and social development. Particularly in the rural landscape of India, cooperation has been acknowledged as a pivotal force. Its role as an essential instrument of democratic planning and a significant catalyst for rejuvenating the socioeconomic fabric of the nation has been widely acknowledged. There is now universal consensus on the vital role that cooperatives should play in uplifting the economic conditions of the populace. Positioned as an intermediary between private ownership and public enterprise, the cooperative model is deemed highly suitable for addressing the needs of the rural poor. At its core, cooperation aims to unite individuals across social and religious divides, serving as a vehicle for liberation and societal progress. It empowers individuals to pursue opportunities for self-experience, self-improvement, and consequently, enhances self-esteem and self-reliance. Through its inherent principles, cooperation fosters meaningful interactions among members, leading to the realization of improved living standards. Furthermore, it instils a sense of social security and economic stability among its participants.