Indira Gandhi Institute for Development Studies(IGIDR), and the International Food Policy Research Institute (IFPRI) on ‘Harnessing Opportunities to Improve Agri-Food Systems’ on July 24-25 , 2014 in New Delhi. The two day conference aims to discuss the agricultural priority of the government and develop a road map to realise these priorities for improved agri food systems.

1. Opportunities for Agri Tourism - Leveraging Farm-based Livelihoods
Harnessing Opportunities to Improve Agri-Food Systems
Tushar Pandey
Senior President & Country Head
Public and Social Policies Management (PSPM) Group
Kumouni nutritious pulse & soybean based organic food Bhatt ki Churkani with rural
home stay at Uttarakhand farm has immense potential to develop agri-tourism based
on farming
Purulia, West Bengal is one of the few regions globally which produce lac, an insect
resin, and there is immense potential for developing agri-tourism models based on lac
Concept of Dairy Tourism where tourists experience dairy farm, processing of milk &
milk products along with visiting religious places in UP can help farmers to generate
more income

2. 2
Agri-Tourism: Supplementing Farm Derivatives
Agri-Tourism
Why Agri-tourism?
 Non-disruptive
 Seasonality complements farming practices
 Off-set towards agri-insurance
Promote SME s through co-operative mechanism
Agri Tourism asset creation through MNREGA

3. 3
Agri-Tourism: Rising Consumer Demand
Strong demand for wholesome family oriented
recreational activities
Curious about rural and farm lifestyles
Health consciousness
Biophilia Hypothesis/ ‘Back to the Roots’
Novelty of Rural Recreation
Cost effectiveness
Interest in Natural Environment
Disillusionment with over-crowded resorts and
‘honeypot’ destination
Educational Value
 Agri tourism has become a INR 13 crore industry in
Maharashtra, with over 6000 domestic and int’l tourists
flocking to its fields
In Maharashtra farmers have experienced a 25% growth
in their income through Agri Tourism within 9 years.
Edge of India is a co-operative tourism network of
rural villages, which are led by locals and enable
communities to make the most of their cultural and
natural heritage in order to achieve sustainable
economic growth through tourism.

4. 4
Edge of India
Edge of India is a network of rural communities in
remote parts of India
Offering homestays in villages 'off the beaten track'
with extraordinary cultural and natural heritage.
Opportunity for tourism Enterprise through a co-
operative destination management(cDMO) led by a
team of local coordinators across the destination
clusters and enabling rural communities to realize
the economic value of their tourism assets;
A comprehensive training programme to be
delivered with an emphasis on ‘train the trainers’
and very relevant practical skills;
To deliver sustainable economic development in
some of the most socially and economically
disadvantaged districts of India.

5. 5
Agri-Tourism: Input Requirements
Have something for the
tourist to see
Nature, animals, birds, farms
Have something for the
tourist to do
Farming, Swimming, Bullock
Carts, Pottery
Have something for the
tourist to buy
Clothes, Handicrafts, Processed
foods and Fresh farm produce

6. 6
Agri-Tourism: Refining the Policy landscape
 Ministry of Tourism, GoI and
State Tourism Departments,
both acknowledge agri-
tourism’s potential as a rural
enabler
 The Incredible India
campaign also has a dedicated
promotional strategy towards
promoting India’s rural
heritage
 However, we do lack a back-
end policy structure to incubate
agri-tourism models
 Innovative mechanisms are
needed to make these models
amenable to small and medium
farmers
Watermill in Village Dhur, Bageshwar District, , Uttarakhand; the flour derived
from these mills is more wholesome and tastier than traditional flour mills; such
traditional technologies are not only being revived as emerging solutions
towards a sustainable lifestyle, but also find favour among tourists,

7. 7
Agri-Tourism: Refining the Policy landscape
 Capacity building towards encouraging rural entrepreneurs on the ground is the biggest
challenge, as it often leads to problems in access to capital
 Separate Standards and Guidelines need to be defined, as agri-tourism models have to
function in a conservative manner, minimizing any impact on farm production
 A long term perspective view to agri-tourism is also needed, which would address common
issues like literacy, health and safety, connectivity and communications etc.
Agri-Tourism: Macro Ecosystem

8. 8
Agri-Tourism: Refining the Policy landscape
Source: CII

9. 9
Agri-Tourism: Social Equity Approach
Knowledge
delivery
Technology
Delivery
Marketing
Strategy
Partner
Credit
Insurance
Agri-Tourism
Co-operatives/ SHGs
Information and Operations
hubs at Village & Cluster Levels
Packaging & Marketing
B2B Tie-ups & Govt. Support
Research
Institution
Financial
Institutions
Knowledge Banking

10. 10
Agri-Tourism: Leveraging the Academic Infrastructure
There are over a 1000 agriculture
teaching, training, research and
marketing organizations in the country
These institutions are not only a
repository of past research, but also have
ground level connect with the farming
community
Apart from focusing on cutting edge
R&D, they also have to focus on aligning
the farmer’s subsistence pattern with the
economic and policy scenario
Such bodies need to mentor these
fledgling agri-tourism models, and also
frame the standards, guidelines,
compliance and certification procedures
along with the industry
Participation of academia also ensures
sustainability of models

11. 11
Conclusion
Coordination: Better ‘Academia-Industry-
Government’ connect
Policy Framework: Consolidated structure
that guides communities and entrepreneurs
‘Real’ Ownership: Community should
manage their own products rather than
being restricted to the operational aspects
Quality Capacity Building: Although
capacity building programmes are
conducted across various aspects of the
tourism and hospitality sector, the quality of
training resources and infrastructure needs
to be up-scaled to the next level to churn out
a globally competitive workforce
Train Entrepreneurs: Rural entrepreneurs
have proven to be the success story of the
emerging Indian economy and can very well
champion the cause of sustainable and
inclusive tourism models

12. 12
YES BANK Limited
Northern Regional Corporate Office: 48 Nyaya Marg, Chanakyapuri, New Delhi 110 021
Tel: + 91 11 6656 9000; Fax: +91 11 4168 0144
Public and Social Policies Management (PSPM) Group
Tushar Pandey, Senior President & Country Head
Northern Regional Corporate Office: 48 Nyaya Marg, Chanakyapuri, New Delhi 110 021
Tel: + 91 11 6656 9056; Email- tushar.pandey@yesbank.in
About YES BANK
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13. 13
Disclaimer
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Tel: + 91 11 6656 9000; Fax: +91 11 4168 0144
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