By understanding and supplying farming families with all their agricultural and household needs, the Hariyali Kisaan Bazaar centres aim to engender trust and. In rural India, farmers historically had limited access to quality input items for both their fields and homes. Indian conglomerate DSCL has undertaken a Rural. Hariyali Kisaan Bazaar: A Rural Business Initiative.

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In rural India, farmers historically had limited access to quality input items for both their fields and homes.

Indian conglomerate DSCL has undertaken a Rural Business Initiative to address this issue, establishing a chain of retail outlets throughout rural India geared toward farmers and their families.

Through its growing network of stores, DSCL is able to establish relationships with farmers and provide them with a host of agricultural services, including improved crop inputs, agronomic support, fuel, banking, and consumer goods.

The outlets also buy back some of the farmers’ production at harvest time.

Hariyali Kisaan Bazaar: A Rural Business Initiative

In utilizing the products and services kiaaan by the stores, farmers are able to improve the quality of their crops and access a network hariyyali helpful resources in an environment that was once considered completely tangential to the benefits of agricultural research and technology reaped in other parts of the world. DSCL strategizes about how the company can also benefit from these freshly forged connections with India’s rural millions.


A Rural Business Initiative. Bell and Natalie Kindred. Business and Environment Business History Entrepreneurship. Finance Globalization Health Care.

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Technology and Operations Kisaa. About the Author David E. Zespri did not grow fruit, but rather managed an integrated marketing system across the value kosaan. This coordinated structure enabled Zespri to control quality, build a brand, and command premium prices in export markets. This would require Zespri to vastly increase its kiwifruit supply in New Zealand, as well as from overseas suppliers, who currently accounted for a relatively small portion of its volume.

New Agriculturist: Developments – Hariyali Kisaan Bazaar: reaching out to farmers in rural India

At the same time, the Zespri team aspired to launch new products that met consumer demand for sweeter taste and convenience—an increasingly urgent priority as global competition in kiwifruit intensified. Zespri had been the first bazar introduce a high-quality proprietary gold kiwifruit to the global market, and it continued to dominate the gold segment.


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This case allows students to consider what sort of impact on internal culture and behavior Hadiyali should expect from eighteen94 in its current form. Does eighteen94 have the potential to drive the kind of changes and benefits that Kellogg needs? Cite View Details Educators. Cite View Details Educators Purchase.