experiences in improving farmers’ income 3rd december 2012

Experiences in improving farmers’ income

3rd December 2012

Hardworking Indian farmers are constrained…

Small Heterogeneous

Hinterlands Poor Infrastructure

Low Risk Taking Ability

Low Investment

Low ProductivityLow Value Addition

Low Margin

Weak market Orientation

Vicious cycle of low productivity

Connectivity through Lead Farmer6500 e-Choupals cover around 40,000 villages benefiting 4 million

farmers

Reaching farmers through eChoupal

Buy-Sell Transactions – Pre eChoupal

VILLAGE

TOWN

Farmer

Mandi

Price Discovery@ Sell Transaction

PRODUCT&

SERVICEPROVIDERS

MoneyLender

Financing

MarketTransaction

ExtensionCenter

Knowledge (Use)

Sell:

Buy:

Middleman

sunk costs, inconvenience,other losses

high prices, spurious goods, information not timely

Information(Aggr)

Buy-Sell Transactions through eChoupal

TOWN

Mandi

Samyojak

Choupal Saagar

VILLAGE

Farmer

Sanchalak

Transactions

Sell:

Buy:

Information(e.g., Price Discovery)

Knowledge (Customized)

PAN-INDIAN

PRODUCT&

SERVICEPROVIDERS

Price discovery @ village, choice, efficiency

Information + Customized Knowledge @ village, high quality,competitive prices, superior service

Productivity Enhancement

A Holistic, Integrated farm extension program aimed towards yield and quality improvement

Public Research InstittuesIARI, DWR

PAU

ARI

UAS-D

Private Input companiesBAYER CROPSCIENCE

PRO AGRO

MONSANTO

Panel of scientists & ITC team-content management-project plan

Farmer groups

DoA /Govt officialsDMs

DDAs

Extension workers

ADOs

ITC’s echoupal Platform

(Monitoring and Assesment,Data capturing & analysis)

Participating farmers

Private Output companyITC

NewspapersLOCAL EDITIONS

FUNDS

Communication & Publicity

Participation & endorsement

Quality Inputs

Need Gap analysis

Quality Inputs

Market awareness

Ripple effect-village meetings

Package of practices

Kisan Credit Card - SBI

Risk mitigation

CPK : A Grand Orchestra

CPK Value Proposition

Value

FarmersITC Channel Partners

Incremental Yield

Risk mitigation

Traceability

Seed to Seed linkage

End User Interface

Data base

Incremental Sales

Process driven execution….

Communication Registration Training

Field visitsFarmer meetsOutput Measurement

Deployed Trained Agriculture Graduates

Some Success Stories of CPK

Soybean

Wheat

Paddy

Barley

Key Success Factors

Ecosystem Approach• Collaboration of all key stake holders• Industry participants, Customers, Research

Institutions Integrated Approach

• Seed to Seed Execution

• Process driven Communication

• Use of multiple mediums and technology

Connecting through Multiple Media

Challenges

Solutions suited • EACH farmer• EVERY season

Farm level constraintsInfrastructure constraints

Improving Quality of Life in Rural India

Venkata.velugubanti@itc.in

Thank You