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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Farmers are able to test new machinery before they buy WRENmedia. It was also a vehicle for changing mindsets and culture by reviving the entrepreneurial spirit that some felt had eroded within Kellogg.

Hariyali Kisaan Bazaar: A Rural Business Initiative

Cite View Details Educators Related. First established inHariyali Kisaan Bazaar represents a retail revolution in rural India. The 3, or more farmers that interact with the Hariyali centre at Ladwa own on average between hectares but many farms are much smaller. Cite View Details Educators Purchase. This coordinated structure enabled Zespri to control quality, bazawr a brand, and command premium prices in export markets.

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

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. 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 nazaar their families.

Renowned for their pioneering haruyali entrepreneurial approach, Hariyali plans to continue listening and responding to farmers to provide the services they need. DSCL strategizes about how the company can also benefit from these freshly forged connections with India’s rural millions.


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. Technology and Operations Management. 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. And if we need assistance, the Hariyali people come and help us in the field.

Zespri did not grow fruit, but rather managed an integrated marketing system across the value chain.

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

Labour shortage is another serious constraint for farmers in this region. We are the only service for around 20 per cent of the farmers in the area around Lawda, for example. The region contributed heavily to the Green Revolution but yields have since stagnated and farmers now struggle to make a profit. Their children, they report, are not interested in agriculture. A recent development has been to increase farmers’ confidence through teaching them English and IT skills.

Retail stores provide good quality farm inputs at a reasonable price WRENmedia.

Haryali Kisaan Bazaar | DCM SHRIRAM

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 of changes and benefits that Kellogg needs? We have to continue reaching out, as kisaaan know there are many more farmers who would benefit from working alongside our staff.


Cite View Details Educators. 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. Understanding the needs of farmers has been the key to Hariyali’s success.

About the Author David E. This website uses cookies to improve your experience. Chhabra continues, “Farmers come from over 40km away to refuel because we guarantee per cent quality and quantity. Business and Environment Business History Entrepreneurship. 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.

Across the flat lands of Haryana, farmers grow wheat, sugarcane and rice. 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.

They may even start on rentals before making a major purchase. The concept of Hariyali grew from an agricultural extension programme of DSCL, a well-known Indian conglomerate producing fertiliser, seed and sugar. Home Developments Hariyali Kisaan Bazaar: Bell and Natalie Kindred.

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.