*Dept of Finance, GITAM Institute of Management, GITAM University
**Associate Professor, Dept of Marketing, GITAM Institute of Management, GITAM University
Online published on 13 February, 2014.
The Study focuses on the development and growth of Rural Agri-business based micro firms, are these firms growth oriented and if so under which conditions. The study shows that there are firms which are growth oriented in the rural areas. The owners of these Agri-business based micro firms, wants to achieve growth by using their own resources and capacities in order to avoid the risk. The research shows that there is an urge in the owners of these micro firms to grow and seek for better market opportunities, but bottle necks in technology usage and knowhow is holding them back from developments. The study also shows that the owners of the micro firms are interested in using machinery which is automated and suitable for their production requirements, but size and their short term plans are holding them back. Production planning for these rural agri-based micro firms is a great challenge; these firms needs to be flexible in their production plan and at the same time they need to take into consideration the investment opportunities and their cost strategies. Therefore, production should become more automated and still stay flexible in this growing competition.
