IGIDR-IFPRI -Opportunities for Agri Tourism: Policies Challenges and Opportunities, Tushar Pandey, Yes Bank
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IGIDR-IFPRI -Opportunities for Agri Tourism: Policies Challenges and Opportunities, Tushar Pandey, Yes Bank



Indira Gandhi Institute for Development Studies(IGIDR), and the International Food Policy Research Institute (IFPRI) on ...

Indira Gandhi Institute for Development Studies(IGIDR), and the International Food Policy Research Institute (IFPRI) on
‘Harnessing Opportunities to Improve Agri-Food Systems’ on July 24-25 , 2014 in New Delhi.
The two day conference aims to discuss the agricultural priority of the government and develop a road map to realise these priorities for improved agri food systems.



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IGIDR-IFPRI -Opportunities for Agri Tourism: Policies Challenges and Opportunities, Tushar Pandey, Yes Bank Presentation Transcript

  • 1. Opportunities for Agri Tourism - Leveraging Farm-based Livelihoods Harnessing Opportunities to Improve Agri-Food Systems Tushar Pandey Senior President & Country Head Public and Social Policies Management (PSPM) Group Kumouni nutritious pulse & soybean based organic food Bhatt ki Churkani with rural home stay at Uttarakhand farm has immense potential to develop agri-tourism based on farming Purulia, West Bengal is one of the few regions globally which produce lac, an insect resin, and there is immense potential for developing agri-tourism models based on lac Concept of Dairy Tourism where tourists experience dairy farm, processing of milk & milk products along with visiting religious places in UP can help farmers to generate more income
  • 2. 2 Agri-Tourism: Supplementing Farm Derivatives Agri-Tourism Why Agri-tourism?  Non-disruptive  Seasonality complements farming practices  Off-set towards agri-insurance Promote SME s through co-operative mechanism Agri Tourism asset creation through MNREGA
  • 3. 3 Agri-Tourism: Rising Consumer Demand Strong demand for wholesome family oriented recreational activities Curious about rural and farm lifestyles Health consciousness Biophilia Hypothesis/ ‘Back to the Roots’ Novelty of Rural Recreation Cost effectiveness Interest in Natural Environment Disillusionment with over-crowded resorts and ‘honeypot’ destination Educational Value  Agri tourism has become a INR 13 crore industry in Maharashtra, with over 6000 domestic and int’l tourists flocking to its fields In Maharashtra farmers have experienced a 25% growth in their income through Agri Tourism within 9 years. Edge of India is a co-operative tourism network of rural villages, which are led by locals and enable communities to make the most of their cultural and natural heritage in order to achieve sustainable economic growth through tourism.
  • 4. 4 Edge of India Edge of India is a network of rural communities in remote parts of India Offering homestays in villages 'off the beaten track' with extraordinary cultural and natural heritage. Opportunity for tourism Enterprise through a co- operative destination management(cDMO) led by a team of local coordinators across the destination clusters and enabling rural communities to realize the economic value of their tourism assets; A comprehensive training programme to be delivered with an emphasis on ‘train the trainers’ and very relevant practical skills; To deliver sustainable economic development in some of the most socially and economically disadvantaged districts of India.
  • 5. 5 Agri-Tourism: Input Requirements Have something for the tourist to see Nature, animals, birds, farms Have something for the tourist to do Farming, Swimming, Bullock Carts, Pottery Have something for the tourist to buy Clothes, Handicrafts, Processed foods and Fresh farm produce
  • 6. 6 Agri-Tourism: Refining the Policy landscape  Ministry of Tourism, GoI and State Tourism Departments, both acknowledge agri- tourism’s potential as a rural enabler  The Incredible India campaign also has a dedicated promotional strategy towards promoting India’s rural heritage  However, we do lack a back- end policy structure to incubate agri-tourism models  Innovative mechanisms are needed to make these models amenable to small and medium farmers Watermill in Village Dhur, Bageshwar District, , Uttarakhand; the flour derived from these mills is more wholesome and tastier than traditional flour mills; such traditional technologies are not only being revived as emerging solutions towards a sustainable lifestyle, but also find favour among tourists,
  • 7. 7 Agri-Tourism: Refining the Policy landscape  Capacity building towards encouraging rural entrepreneurs on the ground is the biggest challenge, as it often leads to problems in access to capital  Separate Standards and Guidelines need to be defined, as agri-tourism models have to function in a conservative manner, minimizing any impact on farm production  A long term perspective view to agri-tourism is also needed, which would address common issues like literacy, health and safety, connectivity and communications etc. Agri-Tourism: Macro Ecosystem
  • 8. 8 Agri-Tourism: Refining the Policy landscape Source: CII
  • 9. 9 Agri-Tourism: Social Equity Approach Knowledge delivery Technology Delivery Marketing Strategy Partner Credit Insurance Agri-Tourism Co-operatives/ SHGs Information and Operations hubs at Village & Cluster Levels Packaging & Marketing B2B Tie-ups & Govt. Support Research Institution Financial Institutions Knowledge Banking
  • 10. 10 Agri-Tourism: Leveraging the Academic Infrastructure There are over a 1000 agriculture teaching, training, research and marketing organizations in the country These institutions are not only a repository of past research, but also have ground level connect with the farming community Apart from focusing on cutting edge R&D, they also have to focus on aligning the farmer’s subsistence pattern with the economic and policy scenario Such bodies need to mentor these fledgling agri-tourism models, and also frame the standards, guidelines, compliance and certification procedures along with the industry Participation of academia also ensures sustainability of models
  • 11. 11 Conclusion Coordination: Better ‘Academia-Industry- Government’ connect Policy Framework: Consolidated structure that guides communities and entrepreneurs ‘Real’ Ownership: Community should manage their own products rather than being restricted to the operational aspects Quality Capacity Building: Although capacity building programmes are conducted across various aspects of the tourism and hospitality sector, the quality of training resources and infrastructure needs to be up-scaled to the next level to churn out a globally competitive workforce Train Entrepreneurs: Rural entrepreneurs have proven to be the success story of the emerging Indian economy and can very well champion the cause of sustainable and inclusive tourism models
  • 12. 12 YES BANK Limited Northern Regional Corporate Office: 48 Nyaya Marg, Chanakyapuri, New Delhi 110 021 Tel: + 91 11 6656 9000; Fax: +91 11 4168 0144 Public and Social Policies Management (PSPM) Group Tushar Pandey, Senior President & Country Head Northern Regional Corporate Office: 48 Nyaya Marg, Chanakyapuri, New Delhi 110 021 Tel: + 91 11 6656 9056; Email- tushar.pandey@yesbank.in About YES BANK YES BANK, India’s new age private sector Bank, is the outcome of the professional commitment of top management team, to establish a high quality, customer centric, service driven, private Indian Bank catering to the “Future Industries of India”. YES BANK has adopted international best practices, the highest standards of service quality and operational excellence, and offers comprehensive banking and financial solutions to all its valued customers. A key strength and differentiating feature of YES BANK is its knowledge driven approach to banking and an unprecedented customer experience for its retail and wealth management clients. YES BANK is steadily building Corporate and Institutional Banking, Financial Markets, Investment Banking, Corporate Finance, Business (SME) and Transactional Banking, Retail Banking and Wealth Management business lines across the country. YES BANK has institutionalized YES International Banking that offers a complete suite of international banking products and services, driven by state-of-the-art technology, which includes Debt, Trade Finance, Corporate Finance, Investment Banking and Business Advisory Services, Treasury and Global Indian Banking. The Bank’s constant endeavor is to provide a delightful banking experience expressed with simplicity, empathy and totality. Contacts
  • 13. 13 Disclaimer YES BANK Limited Registered & Corporate Office: Nehru Centre, 9th Floor, Discovery of India, Worli, Mumbai 400018 Tel: + 91 22 6669 9000; Fax: + 91 22 6669 9018 Northern Regional Corporate Office: 48 Nyaya Marg, Chanakyapuri, New Delhi 110 021 Tel: + 91 11 6656 9000; Fax: +91 11 4168 0144 Disclaimer No representation or warranty, express or implied is made as to, and no reliance should be placed on, the fairness, accuracy, completeness or correctness of such information or opinions contained herein. The information contained in this presentation is only current as of its date. Certain statements made in this presentation may not be based on historical information or facts and may be “forward looking statements", and future developments and the competitive and regulatory environment. Actual results may differ materially from these forward-looking statements due to a number of factors, including future changes or developments in the Company’s business, its competitive environment and political, economic, legal and social conditions in India. This communication is for general information purpose only, without regard to specific objectives, financial situations and needs of any particular person. This presentation does not constitute an offer or invitation to purchase or subscribe for any shares in the Company and neither any part of it shall form the basis of or be relied upon in connection with any contract or commitment whatsoever. The Company may alter, modify or otherwise change in any manner the content of this presentation, without obligation to notify any person of such revision or changes. This presentation can not be copied and/or disseminated in any manner.