DCM HARIYALI KISAAN BAZAAR

MBA(M&S)-2010Presented By-Mukesh Shukla

mukeshshukla14@gmail.

com

9891575203

Amity University

Noida.UP

Introduction“Hariyali” means “Greenery” in Hindi signifying

“Prosperity in Agriculture”. “Kisaan Bazaar” means “Farmer’s marketplace”.

DCM Shriram Consolidated Ltd. (DSCL), a leading diversified Indian corporate house with over 35 years of experience in the agri-input markets & first hand knowledge of Indian farmers, has pioneered an innovative business venture called DCM Hariyali Kisaan Bazaar.

The concept was started in 2002 in Rajasthan, Uttar Pradesh, Haryana, Punjab and Uttaranchal

DCM HariyaliHariyali Kisaan Bazaar aims at providing end-to-end

ground level support to the Indian farmer for improving their productivity and profitability.

It aims at creating a positive impact in bringing a qualitative change and revolutionizing the farming sector.

The large-format HKB outlets range between 10,000 and 15,000 square feet, while the smaller format is in the 3,000-6,000 square feet range.

At present DSCL has a total number of 302 stores in eight states viz--U.P, Rajasthan, Punjab, Harayana, Chattisgarh, Maharashtra, MP and A.P

Key constraints      Poor migration from lab-to-land       Multiple agencies involved in research, but lab results not

getting replicated in the farmer field in large scale.       Land Degradation 1- Intensive cultivation over the years with little importance given to nutrient replacement .     2- Practically, no use of organic and biological nutrient sources       Availability of quality Agri-Inputs    Unorganized retail of inputs leading to low control on quality of Inputs being supplied.

Continued…Lack of last mile delivery mechanism of

modern agriculture know-how & practices.

"Middlemen" driven farmer interface.

High cost credit.

Lack of direct access to buyers of varied & high value crops.

Benefits to the Farmersrelevant Agri technologyo      Provide customised solutions to farmers. o      Hand-holding farmers through implementation of new technology o      Serve as a bridge between farmers & universities. Agri-Inputs o      Provide a complete range of good quality inputs, Market Linkages o      Access to new markets/ buyers for farmers produceMedical facility Provide complete medical facility to the farmers.Warehousing & Commodity exchanges o      Providing farmers with quality warehousing facilities & access to

commodity exchanges Household Goods o      Provides a range of good quality household goods for the farmer’s

family.

Continued… Financial Services Access to credit, insurance & banking services .

Eg. HDFC Bank, DCM Shriram tie up to offer rural banking services Hariyali Kissan Bazaar will offer normal banking services such as a savings

account facility and loans to its customers, mostly farmers, through its 128 outlets

ICICI Prudential Life Insurance, the largest private life insurer in India , has announced a strategic distribution tie-up with Hariyali Kisaan Bazaar, the rural business arm of DCM Shriram Consolidated Ltd (DSCL). As a partner, Hariyali Kisaan Bazaar can now distribute ICICI Prudential's protection, wealth creation, retirement solutions and health insurance products to customers across the its growing number of rural business hubs in the country.

 Other Products and Services: Fuels, FMCG, Consumer Goods and Durables,Apparels etc. for example,

Motorola has an alliance with the Kisaan Bazaars for sales and distribution of its handsets.

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Hariyali’s alignment with objectives of Inclusive growth

1.  Investment in Rural Infrastructure Each centre, set up over 2-3 acres of land, provides

need-based infrastructure to the farmers. Facilities include a warehouse for agri-inputs or farm

produce, an agri-advisory centre equipped with qualified agronomists, a veterinary centre with qualified vet doctors & availability of medicines.

An information centre with IT linkage to a team of scientists

 Availability of  diesel and petrol. Addition of bank branches & ATMs to these centres will

help in achieving the government’s objective of taking credit to the micro level.

2.  Improving farmer’s productivity & profitability

provide 24X7 technology support through a team of dedicated qualified agronomists.

critical last mile delivery of agri advise to the farmers to ensure adoption of appropriate modern agri practices.

focus is on shifting farmers from subsistence  to technology led commercial farming.

3.  Aggregation of Farm Produce Fragmented land-holdings,  a major constraint in

Indian farming. Create the opportunity to aggregate farm produce

& market it to buyers hitherto inaccessible to individual farmers.

4.  Access to information & Use of IT Use of IT to provide online support on latest technical advancements weather forecasts mandi (market) prices fair & transparent billing to farmers Maintain extensive farmer databases with micro information

about the farmers’ field to provide customized service to the farmers.

5.  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.

Future plan Rapid scale up plans - to set up 200 centres in the

next 3 years. Ie. A total of 500 HKB outlets in next 3 years.

Hariyali Kisaan Bazaar headed towards eastern and southern India(Andhra Pradesh, Tamil Nadu and Karnataka, Uttar Pradesh, Uttaranchal, Rajasthan, Madhya Pradesh, Haryana and Punjab)

DCM Shriram Consolidated (DSCL) has planned to separate its rural retail business Hariyali Kisaan Bazaar into a subsidiary.

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