It is an initiative taken by DCM Shriram Consolidated Ltd. which provides end-to-end ground level support to the Indian farmer for improving their productivity and profitability.

1. DCM HARIYALI KISAAN BAZAAR Presented By- MukeshShukla mukeshshukla14@gmail.com 9891575203 Amity University Noida.UP MBA(M&S)-2010

2. Introduction “Hariyali” means “Greenery” in Hindi signifying “Prosperity in Agriculture”. “Kisaan Bazaar” means “Farmer’s 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 HariyaliKisaan Bazaar. The concept was started in 2002 in Rajasthan, Uttar Pradesh, Haryana, Punjab and Uttaranchal

3. DCM Hariyali HariyaliKisaan Bazaar aims at providing end-to-end ground level support to the Indian farmer for improving their productivity and profitability. It 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

4. Key constraints Poor migration from lab-to-land Multiple agencies involved in research, but lab results not getting replicated in the farmer field in large scale. Land Degradation 1- Intensive cultivation over the years with little importance given to nutrient replacement . 2- Practically, no use of organic and biological nutrient sources Availability of quality Agri-Inputs Unorganized retail of inputs leading to low control on quality of Inputs being supplied.

5. Continued… Lack of last mile delivery mechanism of modern agriculture know-how & practices. "Middlemen" driven farmer interface. High cost credit. Lack of direct access to buyers of varied & high value crops.

6. Benefits to the Farmers relevant Agri technology o Provide customised solutions to farmers. o Hand-holding farmers through implementation of new technology o Serve as a bridge between farmers & universities. Agri-Inputs o Provide a complete range of good quality inputs, Market Linkages o Access to new markets/ buyers for farmers produce Medical facility Provide complete medical facility to the farmers. Warehousing & Commodity exchanges o Providing farmers with quality warehousing facilities & access to commodity exchanges Household Goods o Provides a range of good quality household goods for the farmer’s family.

8. ICICI Prudential Life Insurance, the largest private life insurer in India , has announced a strategic distribution tie-up with HariyaliKisaan Bazaar, the rural business arm of DCM Shriram Consolidated Ltd (DSCL). As a partner, HariyaliKisaan 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. for example, Motorola has an alliance with the Kisaan Bazaars for sales and distribution of its handsets. ·

10. Facilities include a warehouse for agri-inputs or farm produce, an agri-advisory centre equipped with qualified agronomists, a veterinary centre with qualified vet doctors & availability of medicines.

11. An information centre with IT linkage to a team of scientists

12. Availability of diesel and petrol.

14. critical last mile delivery of agri advise to the farmers to ensure adoption of appropriate modern agri practices.

17. latest technical advancements

18. weather forecasts

19. mandi (market) prices

20. fair & transparent billing to farmers

22. Commercial viability of the business model to ensure sustainability.

24. HariyaliKisaan Bazaar headed towards eastern and southern India(Andhra Pradesh, Tamil Nadu and Karnataka, Uttar Pradesh, Uttaranchal, Rajasthan, Madhya Pradesh, Haryana and Punjab)