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. Finance Globalization Health Care. To increase profitability, Hariyali advisors have worked with the farmers to introduce new cultivation bazaad, such as recommending intercropping sugarcane with onions, to adopt zero tillage in wheat, or use raised beds for growing mustard.

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. About the Author David E. In 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.

The Hariyali outlets were a completely new concept for rural India and Sanjay Chhabra, head of retail operations, recalls bazasr scepticism when the first stores were established. A Rural Business Initiative.

It was also a vehicle for changing mindsets and culture by reviving the entrepreneurial spirit that some felt had eroded within Kellogg.

A recent development has been to increase farmers’ confidence through teaching them English and IT skills. They interact enthusiastically with the trainer, asking questions, giving their views.

Chhabra continues, “Farmers come from over 40km away to refuel because we guarantee per cent quality and quantity. Cite View Details Educators. We hariyaoi to continue reaching out, as we know there are many more farmers who would benefit from working alongside our staff. Zespri did not grow fruit, but rather managed an integrated marketing system across the value chain.


The 3, or more farmers that interact with the Hariyali centre at Ladwa own on average between hectares but many farms are much smaller. Bell and Natalie Kindred.

Hariyali Kisaan Bazaar: A Rural Business Initiative

And if we need assistance, the Hariyali people come and help us in the field. Even with cooking gas, we have a retail outlet where we sell gas on government fixed rates, which they might get for higher price in other places, but at Hariyali the farmers know they are definitely getting what they pay for, which is not a common concept here in rural India.

This coordinated structure enabled Zespri to control quality, build a brand, and command premium prices in export markets. There was a latent demand, the farmers wanted quality and we listened to them to supply them with what they need.

Haryali Kisaan Bazaar | DCM SHRIRAM

Understanding the needs of farmers has been the key to Hariyali’s success. To subscribe to regular updates of the latest New Agriculturist articles send us your email address, and choose your preferred language. They may even start on rentals before making a major purchase. Finance General Management Marketing.

As with many questions facing Zespri inthere are risks of moving too fast as well as too slow. First established inHariyali Kisaan Bazaar represents a retail revolution in rural India. In rural India, farmers historically had limited hariyai to quality input items for both their fields and homes.

The store at Ladwa, near Karnal, is not unique but one of over stores spread across eight states, from Kisaam Pradesh and Punjab in the north to Andhra Pradesh in the south. Renowned for their pioneering and entrepreneurial approach, Hariyali plans to continue listening and responding to farmers to provide the services they need.


Indian 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. From the one site, farmers can obtain farm inputs and financial and agricultural advisory services.

When asked what they appreciate about the particular services provided, they respond, “Here we buy everything we need for the farm under one roof. 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.

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 competition in kiwifruit intensified.

Farmers are able to test new machinery before they buy WRENmedia. Trained agronomists were posted in rural areas to advise sugarcane growers. The outlets also buy back some of the farmers’ production at harvest time.

Gariyali innovation as a key to future success, in the company established eighteen94 capital, its corporate venture capital arm, which had announced investments in three startups as of late The region contributed heavily to the Green Revolution but yields have since stagnated and farmers now struggle to make a profit. Across the flat lands of Haryana, farmers grow wheat, sugarcane and rice. By understanding and supplying farming families with all their agricultural and household needs, the Hariyali centres aim to engender trust and provide their customers hariali quality products and long-term advice.

The concept of Hariyali grew from an agricultural extension programme of DSCL, a well-known Indian conglomerate producing fertiliser, seed and sugar.