He was speaking at a state-level workshop for registered cultural troupes on development communication organised by the Song and Drama division of the Government of India on Tuesday.
The troupes will be going to villages to spread the message on women empowerment, health and infrastructure issues.
“The middle class with their excessive spending habits have turned into a huge market. The new sciences now tell us to use less, which is something the rural people already know.
Rural people can teach a few things to the city dwellers about leading a simple life,” he said.
Special Officer to the Karnataka State Janapada University Dr Ambalike Hiriyanna said the government was in the process of trying to secure more wages and honorarium for folk artistes.