DCM HARIYALI KISAAN BAZAAR

DCM Shriram Consolidated Ltd. (DSCL) has its origin in over 125 year old DCM group

• DSCL is a diversified conglomerate with turnover of app. 1 bn $ and is amongst the top 100 Indian companies. Nearly 60% revenues from agri related businesses.

• Strong and trusted brands

• Leveraging state of art IT platform.

• ISO 14001, OHSAS 18001 and SA 8000 certified

The key constraints of the Indian farming sector, being addressed by "Hariyali" are:

• Lack of last mile delivery mechanism of modern agriculture know-how & practices.

• Lack of availability of critical good quality agri-inputs.

• "Middlemen" driven farmer interface.

• High cost credit.

• Lack of direct access to buyers of varied & high value crops.

DCM HARIYALI KISAAN BAZAR

• Set-up as a complete Agri-solution provider in July 2002 to provide the rural customer with choice, trust, dignity and thus create long-term relationships

• Providing approachable Agri distribution channel, which caters to multiple products and advisory service as well.

• The "Hariyali Kisaan Bazaar" chain, seeks to empower the farmer by setting up centres, which provide all encompassing solutions to the farmers under one roof.

• Each "Hariyali Kisaan Bazaar" centre operates in a catchment of about 20 kms. A typical centre caters to agricultural land of about 50000-70000 acres and impacts the life of approx. 15000 farmers.

DCM HARIYALI CENTERS ARE ENGAGED IN:

• Bridging the last mile: Provides handholding to improve the quality of agriculture in the area. Provides 24X7 support through a team of qualified agronomists based at the centre.

• Quality Agri-Inputs: Provides a complete range of good quality, multi-brand agri inputs like fertilizers, seeds, pesticides, farm implements & tools, veterinary products, animal feed, irrigation items and other key inputs like diesel, petrol at fair prices.

• Financial Services: Provides access to modern retail banking & farm credit through simplified and transparent processes as also other financial services like insurance etc.

• Farm Output Services: Farm produce buyback opportunities, access to new markets & output related services.

• Other Products and Services: Fuels, FMCG, Consumer Goods and Durables, Apparels etc.

DSCL –Services Reach

Outer view of DCM HARIYALI store Inner view of the store

Creating local employment

Linking farmers through ITProviding ATM access,weather forecasts,commodity prices &commodity futures

Giving freedom to choose.

Providing urban amenities in rural areas in modern retail format

Some short stories

• Crop diversification– Mr. C. Peddaraju is a small farmer of village Kamatamigunta,

Tadapadiculam (AP) he lives 5 Km away from Hariyali. He found maize as a very easy and low input cost crop as compared to paddy. And he achieved the income of Rs.44000 per acre which was Rs. 20000 more then paddy crop.

• Sustainable Agriculture– Improving the quality of cereals (wheat) along with improving the

yield.– Hariyali as a primary member of ACIAR project is extending the

Wheat quality and yield improvement techniques program in north India.

– This will enable the farmers to grow quality and quantity produce (wheat) for better income and human health needs.

• Increasing the farm income per unit areaSmall farmers of 2-3 acre's were demonstrated and encouraged for

adopting intercropping of pulses (moong) with cotton. Pulses is harvested in 60-65 days and gave an extra income of Rs.7500 -8000 per acre without disturbing the cotton

• Increasing the farm income through intercropping

Mr. Keshav Kumar is a small farmers (1.5 acre) of village Takarganj (Faridpur). He grows sugarcane crop.

Hariyali agronomists team encouraged Mr. Keshav Kumar to grow Okra as a intercrop for better income. Mr. Keshav Kumar adopted the practice as told and he received Rs.5000 as extra income from Okra in addition to sugarcane .

Motorola and Hariyali Kisaan Bazaar Announce

Major Alliance for Handset Distribution • The alliance will offer consumers direct, over-the-counter

access to a wide range of handsets across categories and price bands : from the mass-market C11x series, to premium SLVR L7 and RAZR V3 models. Consumers will also benefit from the assurance of a first ever direct channel for purchase of new handsets

• The alliance is a perfect match of Hariyali Kisaan Bazaar’s expertise in rural retail, and Motorola’s new BharatMoto initiative, aimed at connecting the next billion through India’s mass market consumers in rural/semi-urban areas.

SummaryDCM HARIYALI KISSAN BAZAR provides the customers with:

Primary focus on increasing Income Levels by: • Providing educated agronomists to assist the farmers 24*7

• Crop diversification

• Sustainable agriculture-providing better quality seeds

• Extending appropriate technology

• Customized services to farmers

• Creating market access