Indian Farming 2nd Largest growing area in world Million Hectres Largest irrigated crop area Among top three global producers of major crops Largest and fastest growing poultry Commercializatio n in developed economies and livelihood for Indians. Still using old and traditional technology. Why Hariyali Project? Allocation of crore to 75 rural retail outlets of Hariyali for development and expansion will help in increasing productivity. Ajay Shriram saw this as a profitable long-term business proposition. Hariyali - Stores
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Indian Farming 2nd Largest growing area in world Million Hectres Largest irrigated crop area Among top three global producers of major crops Largest and fastest growing poultry Commercializatio n in developed economies and livelihood for Indians.
Still using old and traditional technology. Why Hariyali Project? Allocation of crore to 75 rural retail outlets of Hariyali for development and expansion will help in increasing productivity.
Ajay Shriram saw this as a profitable long-term business proposition. Hariyali - Stores HKB is a fully functional organization with senior resources dedicated to category management ,commodity trading, output businesses, financial services etc.
At the lower level each hariyali outlets had about 11 salespeople under an outlet manager. Category managers decided what products Hariiyali would provide in outlets. They recruited skilled agronomists. They also worked with outside consultants to help plan trainings and sessions with new sales people. Hariyali also used enterprise wide software system to track pricing ,sales data, vendor information and other statistics empowered by SAP. The diagram on the left side depicts the organization structure.
Investment in Rural Infrastructure Each centre, set up over acres of land, provides need-based infrastructure to the farmers. An information centre with IT linkage to a team of scientists Availability of diesel and petrol.
Aggregation of Farm Produce Fragmented land-holdings, a major constraint in Indian farming. A Sustainable model for Public-Private partnership Hariyali initiative aimed at enhancing the agricultural income of the farmer, Commercial viability of the business model to ensure sustainability.
Case for collaboration of government efforts with the private sector, as ultimately it would put development on a self- sustaining path. E-Chaupal Haryali Kisaan Bazaar Main objective Procurement Rural Retail Benefit to the farmers computer application to provide market information provide better method of cultivation by trained agronomist Synergies Synergies with products which ITC is manufacturing Synergies with what DSCL is selling inputs to agriculture plus other services Economies of scale km area coverage km area coverage Procurement centre near small town Strategically placed near petrol pump mainly Difference Between E-Chaupal And Haryali Kissan Bazaar Challenges to Expansion 1 Maintaining Profit-Margins while managing both the Input and the Output sides of the business.
Now, the challenge was, Mr. Gupta wanted to keep their costs low so that they can offer good prices to the retailers while at the same time they also wanted to pay attractive prices to the farmers for their crops.
The incentives, pricing, etc. As a cash-only establishment, Hariyali was particularly challenged by this. Furthermore, India had at least 16 National languages and regional dialects. This makes cross-region communication difficult. Challenges to Expansion 4 Managing Brand-Image: As the number of outlets increase, it becomes harder to maintain control over staff and customer service levels and thus the image of the outlets.
Hariyali Kisaan Bazaar: A Rural Business Initiative
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Hariyali Kisaan Bazaar: reaching out to farmers in rural India Hariyali Kisaan Bazaar: reaching out to farmers in rural India From the retail store, farmers can obtain farm inputs, weather information and market prices DCSL In a room at the back of an agro-input store near Karnal in Haryana, northern India, a group of 60 farmers have gathered for training. They interact enthusiastically with the trainer, asking questions, giving their views. When asked what they appreciate about the particular services provided, they respond, "Here we buy everything we need for the farm under one roof. And if we need assistance, the Hariyali people come and help us in the field.
HARIYALI KISAAN BAZAAR LIMITED
You are on page 1of 3 Search inside document "Hariyali Kisaan Bazaar" - a rural business centre, is a pioneering micro level effort, which is creating a far-reaching positive impact in bringing a qualitative change and revolutionizing the farming sector in India. It is also an example of how well meaning corporates can contribute to development of agriculture by building sustainable business models. Hariyali Kisaan Bazaar The "Hariyali Kisaan Bazaar" chain, seeks to empower the farmer by setting up centres, which provide all encompassing solutions to the farmers under one roof. Each "Hariyali Kisaan Bazaar" centre operates in a catchment of about 20 kms. A typical centre caters to agricultural land of about acres and impacts the life of approx. Provides 24X7 support through a team of qualified agronomists based at the centre.