Assignment Rural Marketing

Presented to: Prof. Aakash

Presented by:Shailendra Chaturvedi (94)

DCM Hariyali Kisaan Bazar Hariyali means Greenery in Hindi signifying Prosperity in Agriculture. Kisaan Bazaar means Farmers 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 Hariyali Kisaan Bazaar aims at providing end-to-end ground level support to the Indian farmer for improving their productivity and profitability. It also 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 Benefits to farmers: Provide customised solutions to farmers. Hand-holding farmers through implementation of new technology Serve as a bridge between farmers & universities. Access to new markets/ buyers for farmers produce Provide complete medical facility to the farmers. Provides a range of good quality household goods for the farmers family.

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. Future Plans Rapid scale up plans - to set up 200 centres in the next 3 years I.e. a total of 500 HKB outlets in next 3 years Tata Chemicals Ltd.-Tata Kisan Sansar

The fertilizer business of Tata Chemicals Ltd. (TCL) is mainly concentrated in the Indo-Gangetic plains having the most fertile soils and being the main grain cropped area in the country. Tata Kisan Kendras (TKK) were initially setup as one stop agricultural input shops for fulfilling the Indian farmers requirements, from seed sowing to post-harvest activities in the year 1998. The TKKs enabled farmers to purchase required products and also get expert information. Four years later the company conducted a strategic review of the TKKs and decided to evolve its focus and give it a greater thrust as a distribution tool. Finally after an extensive branding exercise, the TKKs evolved into Tata Kisan Sansar (TKS)-a one stop farmer solution shop. The TKS network operates on a hub and spoke model wherein the company owned Tata Krishi Vikas Kendras (TKVK) act as the hub with the franchisee TKS as the spoke. The TKVK serves as a resource centre for both the TKS (franchisee) and the farmer. Each TKVK contains the entire infrastructure necessary to work as a comprehensive resource centre to fulfill the needs of the TKS network. Every TKVK is equipped with an administrative office, a training hall, a crop clinic, a soil-testing laboratory, a research and development farm, a storage godown, an exhibition hall and a TKS retail outlet, all under one roof. Each TKVK has a command area around sixty km and covers forty TKS. The franchisee TKS typically operates as a branded retail outlet of TCL, providing agricultural inputs, farm equipments, farm advisory services, farmer credit financing and produce buyback arrangements. Each TKS spans a radius about eight km and covers about sixty villages. The TKS network seems to be expanding with the strategy of exploring the potential of the states of Punjab, Haryana, Uttar Pradesh, Bihar and West Bengal that have a majority share in TCLs fertilizer business. Moreover, each TKS seeks to service one mandi and further expansions are carried out in locations where there are gaps in servicing a mandi through TKS.

Key features of Tata Kisan Sansar Formation of strong relationships and brand awareness among the farming community Scope of revamping the TKS stores to a slightly larger format to provide products and services to the entire rural community