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DCM HARIYALI KISAAN BAZAAR

A Rural Initiative
Presented ByUdit Singh
2013MBA43

Introduction
Hariyali means Greenery in Hindi signifying

Prosperity in Agriculture. Kisaan Bazaar means


Farmers 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(Delhi Cloth
& General Mills) Hariyali Kisaan Bazaar.
The concept was started in 2002 in Rajasthan, Uttar

Pradesh, Haryana, Punjab and Uttaranchal

DCM Hariyali
Hariyali Kisaan 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 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

Service Providers
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 farmers

Financial Assistance

Financial Services

Access to credit, insurance & banking services .


Eg. HDFC Bank, DCM Shriram tie up to offer rural banking services
Hariyali Kissan Bazaar will offer normal banking services such as a savings account
facility and loans to its customers, mostly farmers, through its 128 outlets
ICICI Prudential Life Insurance, the largest private life insurer in India , has

announced a strategic distribution tie-up with Hariyali Kisaan Bazaar, the rural
business arm of DCM Shriram Consolidated Ltd (DSCL). As a partner, Hariyali Kisaan
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.

Hariyalis alignment with


objectives of Inclusive
growth
1. Investment in Rural Infrastructure
Each centre, set up over 2-3 acres of land, provides needbased infrastructure to the farmers.
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.
An information centre with IT linkage to a team of scientists
Availability of diesel and petrol.
Addition of bank branches & ATMs to these centres will
help in achieving the governments objective of taking
credit to the micro level.

2. Improving farmers productivity & profitability


provide 24X7 technology support through a team of
dedicated qualified agronomists.
critical last mile delivery of agri advise to the farmers
to ensure adoption of appropriate modern agri
practices.
focus is on shifting farmers from subsistence to
technology led commercial farming.
3. Aggregation of Farm Produce
Fragmented land-holdings, a major constraint in
Indian farming.
Create the opportunity to aggregate farm produce &
market it to buyers hitherto inaccessible to individual
farmers.

4. Access to information & Use of IT


Use of IT to provide online support like POS & SAP retail package
latest technical advancements
weather forecasts
mandi (market) prices
fair & transparent billing to farmers
Maintain extensive farmer databases with micro information
about the farmers field to provide customized service to the
farmers.
5. A Sustainable model for Public-Private partnership
Hariyali initiative aimed at enhancing the agricultural income of
the farmer,
Commercial viability of the business model to ensure
sustainability.
Case for collaboration of government efforts with the private
sector, as ultimately it would put development on a self-sustaining
path.

SUPPLY CHAIN NETWORK


FARMER

FARMER

CONSOLIDATOR
(LOCAL)

FARMER

Commission
agent

FARMER

CONSOLIDATOR

TRADER
Via mandi
auctions

WHOLESALER

Commission
agent

RETAILER

CONSUMER

QUALITY MANAGEMENT
Trained agronomists are employed as sales employees

in order to work with the customers to determine the


best crop to plant on their farms.
High yielding varieties of wheat and rice to produce
better quality crops.
Company agronomists closely supervised the growing
process, making regular visits to the fields and
ensuring purity at all stages.
Hariyali outlets regularly monitored standard retail key
performance indicators such as footfalls,conversion
rates,repeat customers, and general merchandise
return on investment per customer.

PRICING
Transparent pricing techniques were used.
The products on the shelves were all clearly

labelled with price tags.


For products with seasonal demand such as
fertilizer and pesticide,prices were adjusted by
head office accordingly.

Future plan
Rapid scale up plans - to set up 200 centres in the

next 3 years. Ie. A total of 500 HKB outlets in next 3


years.
Hariyali Kisaan Bazaar headed towards eastern

and southern India(Andhra Pradesh, Tamil Nadu


and Karnataka, Uttar Pradesh, Uttaranchal,
Rajasthan, Madhya Pradesh, Haryana and Punjab)
DCM Shriram Consolidated (DSCL) has planned to

separate its rural retail business Hariyali Kisaan


Bazaar into a subsidiary.

THANK YOU

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