By understanding and supplying farming families with all their agricultural and household needs, the Hariyali Kisaan Bazaar centres aim to engender trust and. In rural India, farmers historically had limited access to quality input items for both their fields and homes. Indian conglomerate DSCL has undertaken a Rural. Hariyali Kisaan Bazaar: A Rural Business Initiative.

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Each outlet store is based on a campus of four to five acres, with a fuel station, banking facilities, farm demonstration area, green recreation zones, and the retail store. In rural India, farmers historically had limited access to quality input items for both their fields and homes.

The outlets also buy back some of the farmers’ production at harvest time. Knowing of the parent company’s expertise, farmers began to ask advisors to help them buy good quality farm inputs, at a reasonable price and in time with their seasonal needs. Home Developments Hariyali Kisaan Bazaar: Zespri did not grow fruit, but rather managed an integrated marketing system across the value chain. Could it do the same in the emerging red-flesh category? To respond to this request, DSCL set up five pilot stores which, byquickly expanded as farmers requested more outlets, and a greater choice of products and brands.

Zespri had been the first to introduce a high-quality proprietary gold kiwifruit to the global market, and it continued to dominate the gold segment. Understanding the needs of farmers has been the key to Hariyali’s success.

The concept of Hariyali grew from an agricultural extension programme of DSCL, a well-known Indian conglomerate producing fertiliser, seed and sugar. A recent development has been to increase farmers’ confidence through teaching them English and IT skills.

New Agriculturist: Developments – Hariyali Kisaan Bazaar: reaching out to farmers in rural India

Retail stores provide good quality farm inputs at a gazaar price WRENmedia. We have to continue reaching out, as we know there are many more farmers who would benefit from working alongside our staff. In utilizing the products and services offered by the stores, farmers are able to improve the quality of their crops and access a network of helpful resources in an environment that was once considered completely tangential to the benefits of agricultural research and technology reaped in other parts of the world.


As with many questions facing Zespri inthere are risks of moving too fast as well as too slow. Farmers are able to test new machinery before they buy WRENmedia. To increase profitability, Hariyali advisors have worked with the farmers to introduce new cultivation practices, oisaan as recommending intercropping sugarcane with onions, to adopt zero tillage in wheat, or use raised beds for growing kusaan.

This would require Zespri to vastly increase its kiwifruit supply in New Zealand, as well as from overseas suppliers, who currently accounted for a relatively small portion of its volume.

The 3, or more farmers that interact with the Hariyali centre at Ladwa own on average between hectares basaar many farms are much smaller. There was a latent demand, the farmers wanted quality and we listened to them to supply them with what they need.

Cite View Details Educators. Harkyali 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. From the one site, farmers can obtain farm inputs and financial and agricultural advisory services.

The store at Ladwa, near Karnal, is not unique but one of over stores spread across eight states, from Uttar Pradesh and Punjab in the north to Andhra Pradesh in the south.

Bell and Natalie Kindred.

Trained agronomists were posted in rural areas to advise sugarcane growers. Through its growing network of stores, DSCL is able to establish relationships with farmers and provide them with a host of agricultural services, including improved crop inputs, agronomic support, fuel, banking, and consumer goods. Does eighteen94 have the potential to drive the kind bazaag changes and benefits that Kellogg needs?

And if we need assistance, the Hariyali people come and help us in the field. This case allows students to consider what sort of impact on internal culture and behavior Kellogg should expect from eighteen94 in its current form.


At the same time, the Zespri team aspired to launch new products that met consumer demand for sweeter taste and convenience—an increasingly urgent priority as global ksiaan in kiwifruit intensified. When asked what they appreciate about the particular services provided, they respond, “Here we buy everything we need for the farm under one harjyali.

About the Author David E.

By continuing to browse the site you are agreeing to our use of cookies. Hariyali staff understand that purchase of new equipment can be a large financial commitment so, as Sudhir Asthana, head of agri-services, says, “We are happy to trial machinery for farmers to see it working in their fields. They interact enthusiastically with the trainer, asking bzaar, giving their views.

Haryali Kisaan Bazaar | DCM SHRIRAM

This coordinated structure enabled Zespri to control quality, build a brand, and command premium prices in export markets. Cite View Details Educators Related. DSCL strategizes about how the company can also benefit from these freshly forged connections with India’s rural millions.

The region contributed heavily to the Green Revolution but yields have since stagnated and farmers now struggle to make a profit.

Hariyali Kisaan Bazaar: A Rural Business Initiative

Chhabra continues, “Farmers come from over 40km away to refuel because we guarantee per cent quality and quantity. Finance Globalization Health Care. Day-to-day household goods are also available, as well as weather information and market prices. To subscribe to regular updates of the latest New Agriculturist articles send us your email address, and choose your preferred language.

Their children, they report, are not interested in agriculture. This website uses cookies to improve your experience. Hariya,i conglomerate DSCL has undertaken a Rural Business Initiative to address this issue, establishing a chain of retail outlets throughout rural India geared toward farmers and their families.