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

1. “HARIYALI” MEANS “GREENERY” IN HINDI
IT SIGNIFIES “PROSPERITY IN AGRICULTURE”
“KISAAN BAZAAR” MEANS “FARMER’S MARKET”

2. 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.

3. Business Portfolio
Hariyali
Retail
Agri-inputs
Food
& Grocery
Lifestyle Household
Fuel
Financial
Services
Insurance Banking
Others
Agri-
businesses
F&V
Commodity
Trading
Seeds Warehousing
Milk Cattle feed

4. Hariyali Concept
Focused 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

5. 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

6. 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

7. 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.

9. 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

10. 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.

11. 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.