The serious outbreak of Aflatoxin, a deadly plant disease in 1979 prompted Padma Shri.SKM.MAEILANANDHAN to enter into the feed manufacturing business. He started SKM ANIMAL FEEDS AND FOODS in 1981 and built a feed manufacturing unit at Nanjaiuthukuli, a rural area in the district of Erode-State of Tamilnadu. The factory began its commercial production in 1983. Mr.SKM.MAEILANANDHAN pioneered the concept of modern marketing in rural areas quite successfully. He organized farmers’ meets to study and analyse problems in the market. SKM helped the farmers in the preparation of project reports for obtaining financial assistance from banks, provided round-the-clock veterinary services. SKM also provided a twin advantage to the farmers, by collecting the eggs from farms at pre-announced weekly rates, free of cost and adjust the cost of feed supplied. It is a kind of modern barter system, pioneered successfully. The company is a case study on successful implementation of integrated rural marketing and its impact on rural growth. Long before the pundits of rural marketing could visualize its impact on the agrarian society, SKM was practicing rural marketing which provided round-the-year profitable rural self-employment to the rural agriculturists and checked their migration to urban areas.