The Vice President Shri M. Venkaiah Naidu expressed the need to make rural enterprises an attractive career choice for both urban and rural youth in India. He also called for a sensitization programme to inform the youth about the opportunitiesavailable in rural India.Maintaining that India is on track to become a 5 trillion dollar economy, Shri Naidu opined that rural Indias economy will play an important role in this.

Addressing the 40th Foundation Day function of the Institute of Rural Management Anand (IRMA), he appealed to the students and teachers of the Institute to sensitize at least 10 youngsters in schools,colleges in their network and encourage them to explore possibilities in rural India. He termed this task as PSR (Personal Social Responsibility) for them.