Hariyali Kisaan Bazaar

“HARIYALI” MEANS “GREENERY” IN HINDI
IT SIGNIFIES “PROSPERITY IN AGRICULTURE”
“KISAAN BAZAAR” MEANS “FARMER’S MARKET”

1. Hariyali Kisaan Bazaar “HARIYALI” MEANS “GREENERY” IN HINDI IT SIGNIFIES “PROSPERITY IN AGRICULTURE” “KISAAN BAZAAR” MEANS “FARMER’S MARKET”

2. INTRODUCTION “Hariyali Kisaan Bazaar(HKB)" is a rural business centre. Over 35 years of experience in the agri-input markets. Setup as a complete Agri-solution provider in July 2002 by DSCL to provide Rural consumers with choice, trust and dignity and building long term relationship. Hariyali Kisaan Bazaar aims at providing end-to-end ground level support to the Indian farmer for improving their productivity and profitability.

3. Business Portfolio

4. Hariyali Concept Focused At Increasing Rural Incomes By Providing Free Agronomy Advice And Bridging “ Last Mile Gap ” In Technical Know-how Developing Strong Relationships Based On Trust, Reliability And Fairness Leveraging Relationships Through “ One Stop Shop ” Retailing And Direct Sourcing Of Quality Farm Produce THE STRATEGIC INTENT OF THE BUSINESS IS TO PROVIDE THE RURAL CUSTOMER WITH CHOICE, TRUST, DIGNITY AND THUS CREATE LONG-TERM RELATIONSHIPS Value Proposition Of Efficient Procurement, Improved Logistics, Strategic Pricing And Multidimensional Dealings With The Customers Creating Platform Between Urban And Rural

5. How Hariyali Differs From Others??? Well organised and attractive planogram suitable for different operations. Weekly Action Plan Excellent customer relationship management Building & maintaining customer loyalty Timely stock transfer note Core Farmers Scheme Core Village Sale Impact Analysis Avoid linking & compulsory selling of non-related product

6. Marketing & Promotional Activities: Strong visual recognition approach: A4/A5 size self talkers Field visits by agronomist as well as manager Free agricultural guidance Organisation of different competitions Demonstrations on usage of agri-products

7. Kisan Hariyali Bazaar Distribution Channel Level A Level B Level C Level D Level E CUSTOMER COMPANY LEVEL A- Company depot/ Warehouse at Regional/ State level. LEVEL B- Wholesaler, stockist, distributer at District level. LEVEL C- Semi-Wholesaler at Industrial township level. LEVEL D- Semi-Wholesalers, petro bunks and retailers at Mandi town/ Haat level. LEVEL E- Retailers, sales persons at Village level.

8. Experience: HKB Over a Period

9. The Action: State of Not Functioning Narrow geographical range (13.2% villages: population >2000). Lack of Inventory Management. Huge proliferation of the billing parties. Inability of the company depot to service distributors directly.  Drought in the northern parts of the country Increasing cost of inputs like fuel, fertilisers and labour on the one hand and decreasing revenue from sale of various vegetables . Serving these markets require low price point and high volumes business. But Instead Hariyali kisan bazaar became high price point and fluctuating volume.

10. Possible Approaches: Few Suggestions The two structural options available to the corporate to reach the rural markets were super stockists’ model and the van operation models. Hariyali should, increase focus on offering, value for money own private label products, which will increase margin and customers trust. Or Else Best Option for Current Scenario is… They have 275 acres of land in 95 different locations. They must explore option on how to extract value from it.