Synopsis Various programmes of rural uplift launched by the Government do not operate on the basis of commercial return, a basis that no private entrepreneur will ever ignore. The elementary market place economics does not operate in whatever the Government does. The only exception has been the development of national roadways under the quadrilateral scheme on the strength of tolls paid by the users to a limited extent though, with the tabs being picked by vehicle users by way of a specific cess on petrol. Ironically, even where there had been a commercial return in principle to start with - in irrigation projects-- the government discarded it in the early sixties in favour of an ambivalent economic return mooted by Dr. D.R. Gadgil, Deputy Chairman, Planning Commission and accepted quite thoughtlessly by the Government. The corporate sector faces a challenge in that. It has to combine its normal profit motive with a strong commitment towards uplift of the poor and down trodden. But, this challenge also represents a rare opportunity for innovative management.