• Dr. Swarupa R

The key function in marketing is distribution. It provides ta vital link between producers and customers, by making available goods and services. In a country like India, with a majority of the population living in a large number of widely dispersed settlements, distribution has a crucial role in meeting the needs of the masses, by making goods available in every part of the country . The distribution system has been defined as the operation which creates time, place and form utility through the movement of goods and persons from one location to another. It includes the physical facilities for inter city movement, the physical arrangement for storage and the terminal properties necessary to equalize demand and supply with respect to the size of the shipment, rights of way, movement equipment, storage facilities, retail stores and the other terminal properties are also a part of the distribution system . The efficacy of any food security system can be judged only with reference to the distribution system through which it is translated into action . The distribution system undertaken by the Government or any other public agency is called "Public Distribution System"(PDS). PDS is considered as principal instrument in the hands of central and state government to providing safety to the poor against the spiraling rise of price of essential commodities. Ration shops are grass root level functioning of the total public distribution system in India to ensure food security. The programme is running under the control of government to eliminate poverty and to ensure food security and thereof make a balanced economy. But it is not out of criticisms especially in its functioning. To the opinion of most, corruption and malpractices ruin the system. Also there is a need to increase the quantity of food items given through ration shop and also need to ensure the quality of food grains which supplied to consumers. The strong intervention from the government to ensure adequate full supply to every poor in the society helps to eradicate poverty by attaining food security.

PDS

"Effectiveness of Public Distribution System (PDS) on the Rural Economy", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 8, page no.353-355, August-2018, Available :http://www.jetir.org/papers/JETIR1808350.pdf

"Effectiveness of Public Distribution System (PDS) on the Rural Economy", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 8, page no. pp353-355, August-2018, Available at : http://www.jetir.org/papers/JETIR1808350.pdf