Hariyali Kisaan Bazaar
Hariyali Kisaan Bazaar HARIYALI MEANS GREENERY IN HINDI IT SIGNIFIES PROSPERITY IN AGRICULTUREKISAAN BAZAAR MEANS FARMERS MARKET
INTRODUCTIONHariyali Kisaan Bazaar(HKB)" is a rural business centre.Over 35 years of experience in the agri-input markets. Setup as a complete Agri-solution provider in July 2002 by DSCL to provide Rural consumers with choice, trust and dignity and building long term relationship.Hariyali Kisaan Bazaar aims at providing end-to-end ground level support to the Indian farmer for improving their productivity and profitability.
Hariyali ConceptFocused At Increasing Rural Incomes By Providing Free Agronomy Advice And Bridging Last Mile Gap In Technical Know-how
Developing Strong Relationships Based On Trust, Reliability And FairnessLeveraging Relationships Through One Stop Shop Retailing And Direct Sourcing Of Quality Farm ProduceTHE STRATEGIC INTENT OF THE BUSINESS IS TO PROVIDE THE RURAL CUSTOMER WITH CHOICE, TRUST, DIGNITY AND THUS CREATE LONG-TERM RELATIONSHIPSValue Proposition Of Efficient Procurement, Improved Logistics, Strategic Pricing And Multidimensional Dealings With The CustomersCreating Platform Between Urban And Rural
How Hariyali Differs From Others???
Well organised and attractive planogram suitable for different operations.Weekly Action Plan Excellent customer relationship management Building & maintaining customer loyalty Timely stock transfer noteCore Farmers Scheme Core Village Sale Impact AnalysisAvoid linking & compulsory selling of non-related product
Marketing & Promotional Activities:
Strong visual recognition approach: A4/A5 size self talkers Field visits by agronomist as well as managerFree agricultural guidanceOrganisation of different competitions Demonstrations on usage of agri-products
Kisan Hariyali Bazaar Distribution Channel
Level ALevel B Level C Level D
Level E CUSTOMERCOMPANY
LEVEL A- Company depot/ Warehouse at Regional/ State level.
LEVEL B- Wholesaler, stockist, distributer at District level.
LEVEL C- Semi-Wholesaler at Industrial township level.
LEVEL D- Semi-Wholesalers, petro bunks and retailers at Mandi town/ Haat level.
LEVEL E- Retailers, sales persons at Village level.
Experience: HKB Over a Period
The Action: State of Not FunctioningNarrow geographical range (13.2% villages: population >2000). Lack of Inventory Management.Huge proliferation of the billing parties.Inability of the company depot to service distributors directly.Drought in the northern parts of the countryIncreasing cost of inputs like fuel, fertilisers and labour on the one hand and decreasing revenue from sale of various vegetables. Serving these markets require low price point and high volumes business. But Instead Hariyali kisan bazaar became high price point and fluctuating volume.
Possible Approaches: Few SuggestionsThe two structural options available to the corporate to reach the rural markets were super stockists model and the van operation models.Hariyali should, increase focus on offering, value for money own private label products, which will increase margin and customers trust.
Or Else Best Option for Current Scenario is
They have 275 acres of land in 95 different locations. They must explore option on how to extract value from it.