The bulk of Indian illiterates live in the country's rural areas, where social and economic barriers play an important role in keeping the lowest strata of society illiterate. Government programs alone, however well-intentioned, may not be able to dismantle barriers built over centuries. Major social reformation efforts are sometimes required to bring about a change in the rural scenario. Specific mention is to be made regarding the role of the People's Science Movements (PSMs) in the Literacy Mission in India during the early 1990s. Several non-governmental organisations such as Pratham, ITC, Rotary Club, Lions Club have worked to improve the literacy rate in India.