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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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Technology and Operations Management. Their children, they report, are not interested in agriculture. 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.

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. 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.

Seeing 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 A recent development has been to increase farmers’ confidence through teaching them English and IT skills. There was a latent demand, the farmers wanted quality and we listened to them to supply them with what they need.

Renowned for their pioneering and entrepreneurial approach, Hariyali plans to continue listening and responding to farmers to provide the services they need. The concept of Hariyali grew from an agricultural extension programme of DSCL, a well-known Indian conglomerate producing fertiliser, seed and sugar. They may even start on rentals before making a major purchase. 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.


Hariyali Kisaan Bazaar: A Rural Business Initiative

By continuing to browse the site you are agreeing to our use of cookies. By understanding and supplying farming families with all their agricultural and household needs, the Hariyali centres aim to engender trust and provide their customers with quality products and long-term advice. This website uses cookies to improve kisaaan experience. Across the flat lands of Haryana, farmers grow wheat, sugarcane and rice.

Haryali Kisaan Bazaar | DCM SHRIRAM

Finance Globalization Health Care. Cite View Details Educators.

They interact enthusiastically with the trainer, asking questions, giving their views. Bell and Natalie Kindred. 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.

Finance General Management Marketing. When asked what they appreciate about the particular services provided, they respond, “Here we buy everything we need for the farm under one roof. First established inBazasr Kisaan Bazaar represents a retail revolution in rural India. The outlets also buy back some of the farmers’ production at harvest time.

DSCL strategizes about how the company can also benefit from these freshly forged connections with India’s rural millions.

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

This case allows students to consider what sort of impact on internal culture and behavior Kellogg should expect from eighteen94 in its current form.


From the one site, farmers can obtain farm inputs and financial and agricultural advisory services. The 3, or more farmers that interact with the Hariyali centre at Ladwa own on average between hectares but many farms are much smaller. The Hariyali outlets were a completely new concept for rural India and Sanjay Chhabra, head of retail operations, recalls the scepticism when the first stores were established.

About the Author David E.

Business and Environment Business History Entrepreneurship. Cite View Details Educators Related. Cite View Details Educators Purchase. Hariyali staff understand that purchase of new equipment can be a large financial commitment so, as Sudhir Asthana, head of agri-services, baxaar, “We are happy to trial machinery for farmers to see it working in their fields.

Each outlet store is based on a campus of four to five acres, hariysli a fuel station, banking facilities, farm demonstration area, green recreation zones, and the retail store. Could it do the same in the emerging red-flesh category?

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

In rural India, farmers historically had limited access to quality input items for both their fields and homes. To respond to this haeiyali, DSCL set up five pilot stores which, byquickly expanded as farmers requested more outlets, and a greater choice of products and brands.

Home Developments Hariyali Kisaan Bazaar: The region contributed heavily to the Green Revolution but yields have since stagnated and farmers now struggle to make a profit.