WINGREENS FARMS

Wingreens Farms -
Sustainable Growth
GROUP - 10
 WinGreen Farms

WinGreen farms was founded by Anju Srivastava in 2006.

The mission of the company was "to marry the concepts of social
good and environmental sustainability with high margins"

WIN in WinGreen stands for "Women's Initiative Network"

By following modern farming techniques, WinGreens turnover grew

from Rs.3m to Rs.160m in 3 years.

They followed a strategy of Forward Integration.

BUSINESS
MODEL

Wingreens= WIN + Greens

Rent and Employment

Srivastava had the Earlier MNC's were exploiting

knowledge farmers
Farmers were not Wingreens helped farmers with
willing guaranteed income
Communication is Gained trust by advance
the key. payment
Training to farmers.
BUSINESS
MODEL
Benefits to Company

Easy access to costly farmland

Easy availability to the labour as
the owners supply it Focused on herbs Promoted female
They can experiment with shifted to sauces workforce, and gave
different cropping patterns. Followed incentives like
sustainable Flexible timings
practices. Schooling for children
Innovative solution Training &
for soil infertility development
BUSINESS
MODEL
Supply chain improvements
Innovative marketing solutions
Free sampling
Eye-catching packaging
The company enjoyed high
margins-
No intermediaries
Self-production of raw
material
The business is sustainable,
profitable and green
 Q1. Assess the Wingreens partnership network model.
Rental and Employment Model
Increase of average income of 6,426 INR to 7400
INR per month for a hectare
Payment of yearly rental upfront
Opportunity to get employed as a salaried employee
Application of environment-friendly technologies
and farming techniques, like drip irrigation
techniques that minimize waste and enhance crop
productivity.
Bringing social prosperity to poor farmers- welfare,
education, women empowerment, an increase in
family income
Experiments with innovative strategies like sowing
different crops side by side to increase productivity. Result: conservation of natural resources
sustainability, higher earnings, and greater
productivity
Does the Wingreens strategy include a
sustainable competitive advantage?
V- Valuable Low-cost access to
V R I O R-Rare
I- Imitable
Land for High-priced
assets
O- Organized

Low Investment
Increased cash flow
N


COMPETITIVE DISADVANTAGE
Elimination of the issue
of hiring and
Y N

COMPETITIVE PARITY
retentionof farmers
The owners/lenders are becoming
Y Y N
TEMPORARY COMPETITIVE ADVANTAGE the salaried employee

Opportunity to carry
Y Y Y N UNUSED COMPETITIVE ADVANTAGE
out experiments
Can experiment with new types
Y Y Y Y SUSTAINABLE COMPETITIVE ADVANTAGE of crops, farming techniques, and
practices
Q2. What is your assessment of the Wingreens partner
network model's scalability and replicability ?
Replicability

Scalability
01 02 03 01 02 03

Driven by Direct Retail Urban Customer The Trust of the Retails and Farming
Farmers and Chain without and Rural Farmers Consumers Techniques
their families intermediary Producer Not easy to Retails can be
and Principles
Owners+ Increase in Aware and replicate the convinced by offering Any company
Collaborators Customer conscious of goodwill greater margins and can purchase
Trust Factor footfall sustainability In Advantage saled the techniques
Sustain and Elemination of Demand for organic with farmer's Customers can be if they have
Grow intermediarries product loyality attracted by proper proper sources
increases the High loyalty and Supporting the branding and positioning and offers.
margin socially sensitive farmers at every In centives
Dedication to aspect
organic product Understanding
of the Indian Operation Model can be replicated but
agricultural the position in the farmer's heart is
No concern with Scalability System irreplaceable
 Q3. If an MNC were to adopt the same strategic model,
would it be successful ? Why or why not?
RENTAL EMPLOYMENT MODEL
Successful for a Short Term
MNC's have Huge Capital and Resources
MNC's have better pay and can have attractive schemes
MNC's provide local employment
MNC's improve infrastructure and diversify local economies
Good with Replication of Strategy

Unsuccessful For Long Term

Personal Interest in the Betterment of Farmers (Confliict of Interest)
Higher Environmental Costs
Focus on Production Quantities > Productivity
Focus on Increasing Profits and better financials for survival
Encourage Political Corruption do Favour laws
Increasing Competition
 Q4. Discuss the distinctive farmer behavior and features of
the Indian rural market and the strategies for succeeding in
rural india. 
Farmer Behavior Features of Indian Rural Market Strategies for Rural India
Meagre Income Large and Scattered Focus on 4Ps (Place, Price,
Lower Standard of Living Huge Diversity (socio-cultural) Product, and Promotion)
Small and marginal landholding Low Standard of Living
4AS (Affordability, Availability,
Traditional Values Traditional Outlook
Acceptibility and Awareness)
Susbsitence Lifestyle Improving Purchasing Capacity
Less Access to Capital Improving State of Infrastructure Product, Pricing, Distribution,
Education Gap Changing Demand Pattern Sales, Marketing and Promotional
Diverse Skillset Agriculture is main source of Income
Lack of Technological Role of Governement and Co-operatives Kiosks, Outlets, Offline Experience
Awareness Seasonal Demand
Think Global, Act Local
(Cultural Marketing)
CONCLUSION

More visibility Look out for more Might have to adopt

Wingreens should invest in
conducive places competitive pricing
marketing itself in the future It should be on a look-out for In order to stay in the lead,
To build a loyal customer base more approachable locations Wingreens might have to
adopt competitive pricing.
Thank you!