hariyali kisaan bazaar

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Hariyali Kisaan Bazaar “HARIYALI” MEANS “GREENERY” IN HINDI IT SIGNIFIES “PROSPERITY IN AGRICULTURE” “KISAAN BAZAAR” MEANS “FARMER’S MARKET”

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Page 1: Hariyali Kisaan Bazaar

Hariyali Kisaan Bazaar

“HARIYALI” MEANS “GREENERY” IN HINDI IT SIGNIFIES “PROSPERITY IN AGRICULTURE”

“KISAAN BAZAAR” MEANS “FARMER’S MARKET”

Page 2: Hariyali Kisaan Bazaar

INTRODUCTION

• “Hariyali 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.

Page 3: Hariyali Kisaan Bazaar

Business PortfolioHariyali

Retail

Agri-inputs

Financial Services

Agri-businesses

Page 4: Hariyali Kisaan Bazaar

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 Fairness

Leveraging Relationships Through “One Stop Shop” Retailing And Direct Sourcing Of Quality Farm Produce

THE STRATEGIC INTENT OF THE BUSINESS IS TO PROVIDE THE RURAL CUSTOMER WITH CHOICE, TRUST, DIGNITY AND THUS CREATE LONG-TERM RELATIONSHIPS

Value Proposition Of Efficient Procurement, Improved Logistics, Strategic Pricing And Multidimensional Dealings With The Customers

Creating Platform Between Urban And Rural

Page 5: Hariyali Kisaan Bazaar

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 note• Core Farmers Scheme • Core Village Sale Impact Analysis• Avoid linking & compulsory selling of non-related product

Page 6: Hariyali Kisaan Bazaar

Marketing & Promotional Activities:

– Strong visual recognition approach: A4/A5 size self talkers – Field visits by agronomist as well as manager– Free agricultural guidance– Organisation of different competitions – Demonstrations on usage of agri-products

Page 7: Hariyali Kisaan Bazaar

Kisan Hariyali Bazaar Distribution Channel

Level A

Level B

Level C

Level D

Level E

CUSTOMER

COMPANY

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.

Page 8: Hariyali Kisaan Bazaar
Page 9: Hariyali Kisaan Bazaar

2002• Initiation of Hariyali Kisaan Bazaar(HKB).

2007• DCM Shriram to Hive off Rural Retail Business

2009 • Massive 75 % turnover: 302 stores across 8 States.

2010• TCS helps HKB: Implement an assortment planning application.

2012• Fall in Demand in the Past Two or Three Months.

2013• The Retail Stores Became Unviable and were Closed.

2014• Only marketing fuels sourced from BPCL: 37 outlets in six states.

Experience: HKB Over a Period

Page 10: Hariyali Kisaan Bazaar

The Action: State of Not Functioning

• Narrow 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 country• Increasing 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.

Page 11: Hariyali Kisaan Bazaar

Possible Approaches: Few Suggestions• The 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.

Page 12: Hariyali Kisaan Bazaar