A practitioner’s perspective on Agribusiness

Agribusiness Landscape

Pre $370 Billion Post

Harvest Land Market Harvest
Crop Processing
Processes Sowing Protecti Harvesting Storage and
Preparatio
on Distributio

Sale

Building through organic and Inorganic expansion Arya is established as Market Leader

FaaS, Input Fulfilment, Agronomy

Mechanisation,
Services QA, Procurement
Warehousing,
Assist
Financing
Processing Tech, Logistics
Intervention Farm Mechanisation
s

Commerce, Structured Trade

Inefficient Post Harvest Supply Chain Results in Suboptimal Output for All

~9O MMT across primary and secondary centers lose visibility on account oflack ofstorage services and goods
moving into informal channels

280 MMT
Produced
95 MMT

Farmer Farmgate level Commodity aggregated at Commodity moves into and sold at
Primary agri-centers Secondary market centers Tertiary market centers
35%
Internal consumption
+
Transaction costs Transaction costs
Government procurement Inefficient to sell from Tertiary
Sub-optimal Price for Sub-optimal Price
Corporates/ Traders for Farmers
• Higher logistics cost No store and sell ability
• No aggregation
Higher procurement price- Multiple and gradi
layers of transacti onng costs
of produce
Prevailing business landscape

Primary
Market Level

Secondary
Tertiary

Producers Traders/ Processors Organized Players

Aggregators

Value Chain Participants

Existing Players Gap-Arya’s Play Overlap

The Problem - Crippling Gaps in Primary & Secondary Markets

Lack of Institutional linkages for farmer

Huge Gap in Storage Infrastructure at Farm
Lack Gate
of Financing Options at farm gate
Bridging these enables tangible benefits

For Economy For Corporates/End Users For Farmers and FPOs

Formalization of value chains for 90 Direct market linkages reducing reliance on

MMT Lower rental and opex-
intermediaries
doubling of current margins
Controlling Food loss Access to financing resulting in ability to manage cash
25%-30% higher ROCE flows

Realization improvement
• Through aggregation and grading – 3-6% in in 5
days
• Through hold and sell – 15%-25%
A farmer stands to gain when she can
choose whom to sell to and when to
sell.

The Indian farmer, however,

is invariably forced to sell in distress
immediately after harvest!
Demand side struggles with
assured supply

There is very little visibility

of supply aggregated on
one platform
 Arya solves this through its integrated platform

Corporates SME Processors

Commerce
100 1500

Stack Finance
Farmers Supply Aggregators
Stack

Infra Stack
56% of Indian 650,000 5000
districts 21
states

EXPERTISE
Industry Experience and
Execution skills to solve on-
ground problems
CLOSER TO
FARMGATES
Focus on primary and secondary
markets where warehouses are grossly
under-utilized and credit dry
HERE & NOW TECHNOLOGY ENDURING VALUE NETWORK CREATION
Innovative Solutions within the Leverage technology to
framework of current reality of facilitate an integrated Building exponential value Creating a network
our stakeholders reality post-harvest offering for all stakeholders for buy & sell
…through technology

Infra • 10000 near farm storage points IOT enabled hermetic storage
Stack • 1.3 billion dollars stored produce AI enabled surveillance
AI enabled quality assurance

Finance • Seamless embedded finance against inventory ML enabled Auto decisioning

Stack • Partnership with 25 banks
• USD 700 Million finance annually

Commerc • Digital matching of supply to demand Transaction Integration

e Stack Intelligent D-S matching
• Structured finance
• USD 300 Million commerce

INCLUSIVE ACCESSIBLE EQUITABLE

90% OF ALL BUSINESS 40% FIRST TIME BORROWERS 20-30% HIGHER FARMER RETURNS
Primary and Secondary markets across 21 StatesBuilding formal credit history & impact Timely finance avoids distress sales and impr
Arya.ag addresses the trust gap at each level of the agri value chain and is the largest full stack
Agri services platform by creating efficient networks
 Agri-input Sector in India
Agri-Input Sector

Agri-Credit/Loan
(Credit: INR 14,350
billion)

*As per Budget 2020-21

Facilitator. All public and private sector banks as pe

Fertilizer: Opportunity to address nutrient
imbalance
Widespread Soil Deficiency
Nitrogen Phosphorus Potassium
Zinc xxx Iron xxx
Huge opportunity
xxx
xxx Copper
Over 50% Over 50%
Sulphur

exists for Fertilizer

20% to 50% 20% to 50%
Less than 20% Less than 20%

Punjab Punjab
Punjab business to provide
Haryana Uttar Pradesh Arunachal
Pradesh
Haryana
Arunachal
Pradesh
Haryana Arunachal
Pradesh
balanced nutrition
Rajasthan Uttar Pradesh Uttar Pradesh
Assam Rajasthan Rajasthan
Bihar Bihar Assam Bihar

Jharkhand Jharkhand Madhya Jharkhand

xxx Gujrat
Madhya Surat Pradesh
Madhya Pradesh Pradesh
Chhattisgarh Chhattisgarh
Chhattisgarh Odisha
Maharashtra Maharashtra Potassium reduces
Maharashtra
water loss. Sulphur
Andhra Andhra Andhra helps make amino
Pradesh Nitrogen is an Pradesh Phosphorus helps Pradesh acids. Copper builds
essential part of all Karnataka convert light energy cell wall and is
protein. Its into chemical needed for
deficiency result in energy. It is also photosynthesis.

Relatively untapped
Tamil slow plant growth. Tamil important for plant Tamil Manganese Manganese is
Nadu As for Zinc, it is Nadu growth and seed Nadu xxx necessary for
Kerala needed for building Kerala formation. Iron is Kerala building
Over 50%
enzymes and for
DNA transcription
necessary for
building chlorophyll
20% to 50%
Less than 20%
chloroplasts,
which carry out Secondary & Micro
photosynthesis
Nutrients segment

Low Nutrient Usage

Kg/ha
354
268
172
131 134
Organic products for
soil rejuvenation
India USA Brazil Bangladesh China
All India Fertilizer Consumption
Fertilizer Consumption (Kg/ha)
468 444
500
345
• Fertilizer consumption per hectare is much less in India 400
277
261 245
comparative to similar south Asian countries 300 237
157 176 160
200 149
86
• Fertilizer expenditure forms ~20% of the operational 100
expenditure in present Indian agriculture scenario 0

• Farmer Economics. % of operating cost factor-wise

Inputs Paddy Wheat Potato Gram Sugarcane Maize
Seed 4% 12% 47% 21% 2% 9% Crop Productivity (Kg/ha)
Fertilizer 15% 17% 12% 11% 17% 21%
Human Labor 55% 34% 29% 38% 64% 48%
World India China
Animal Labor 2% 4% 0% 4% 5% 5%
Rice 4602 3848 6917
Machine Labor 17% 20% 5% 17% 2% 13% Wheat 3531 3219 5481
Insecticides 4% 0% 0% 8% 6% 3% Maize 5755 3115 6110
Irrigation 2% 13% 6% 0% 5% 2% Potato 20111 22306 17198
Pulses 1009 664 1721
Source: FAI, 2017
State wise peak consumption months for fertilizers

Apr May June July August September October Nov. December January Feb. Mar.

Bengal Gram, Black Gram, Paddy,

AP Paddy, Maize, G.nut, Cotton, Sugarcane
Maize
Telangana Cotton,Paddy,Red Gram,Maize Paddy, Maize, G.nut, Bengal Gram
TN Paddy, Sugarcane, Maize & Cotton Paddy, Sugarcane
Paddy, G.nut, Sugar Cane, Vegetables,
Orissa Paddy, Maize, Cotton, Vegetables, G. nut
Pulses
WB Paddy, Jute Potato, Mustard, G.nut, Boro Paddy
Maharashtr
Cotton, Soyabean, Maize & Bajra B.Gram, Wheat, Sugarcane & Onion
a
Soybean, Cotton, Maize, Moong, Paddy, G.nut, Wheat, Black gram, Mustard,
MP Pulses Lentil and Pulses
Wheat, Maize, Paddy, Gram,
CG Paddy, Maize, Kodo, Pulses
Pulses
UP Paddy, Sugarcane Wheat, Potato, Mustard
Karnataka Paddy, Maize, Ragi, Redgram, G.nut & Cotton Paddy, Sugarcane & Pulses
Bihar Wheat, Maize, Boro Paddy, Arhar

Peak Season
 Seasonality
Fertilizer sales volumes are largely dependent on rainfall pattern and seasonal factors. Trend for fertilizer market size:

South India Peak months of East India

consumption vary as per the regions – seasonality can be Kharif or Rabi or

AprMayJunJulAugSepOctNovDecJanFebMar
AprMayJunJulAugSepOctNovDecJanFebMar
Assam Bihar West Bengal Orissa
AP/TG Karnataka Tamil Nadu

North India Peak Seasons: West India

South: Both
North: Rabi East: Both West: Kharif

AprMayJunJulAugSepOctNovDecJanFebMar AprMayJunJulAugSepOctNovDecJanFebMar

Uttar Pradesh Punjab Rajasthan Harayana Maharashtra Madhya Pradesh Gujarat Chattisgarh

Slight variation in season can change the market dynamics for the period significantly
Sector wise Fertilizer Production

Strong presence of Public, Private and Cooperative sector in fertilizer industry (FY2).
Urea DAP/NPKS
In L MT

Private
109.42 Private 78.57

Cooperative 69.99 Cooperative 42.72

Public 17.00
66.63
Public
Indian Fertilizer Industry: Consumption - Projection 2025
In Lakh MT
UreaDAPComplexMOPSSP

4.5% CAGR
690
634
577
45.0 63.3
58.1 34.0 30.6
537
565 48585 507 28.1
47
39 30 530 42 100.7 118.0 109.6
24.4
38 42
40 27.8 88.8
*Assumed CAGR
21.4
97 109
73
21.9 82.1
113.6
considering NBS impact:
71.4 119.0
97.6
104.4 Urea, DAP: 1.7%
111 108 91.5 69 75.9 Complex: 3.2%
MOP 3.6%
SSP 5%
342.4 350.0 372.7
290 302 304 309 320
280

During 2020-21, one of the best

season, best consuming year
Fertilisers - Favorable Policies
• A SHC is meant to advice farmer on the dosage of fertilizers
Soil Health Card
• Farmers would gradually shift to Complexes from Urea

National Mission for Sustainable • Focusing on integrated farming

Agriculture • Increased consumption of fertilizers

Mission for Integrated Development of • For the holistic growth of the horticulture sector covering fruits, vegetables,
Horticulture root & tuber crops.
• Increased sale through the boards

• Targets additional production of food grains of 25 million tons by the end of

National Food Security Mission 12th Five Year Plan
• Increase in fertilizer consumption per hectare

• Under PKVY Organic farming is promoted through adoption of organic village

Paramparagat Krishi Vikas by cluster approach
Yojana • Establishing Organic Fertilisers

Pradhan Mantri Krishi Sinchai • To ensure access to some means of protective irrigation
Yojana • Increased irrigation area gives better prospects for Rabi
Nutrient Based Subsidy...
Towards deregulating the Fertiliser industry
Fixed
MRP Fixed subsidy & variable farm gateprices

34% 27% 30% 27%

37% 35% 35%
60% 52%
63%

73% 73%
Roll over of FY 21
63% 65% 65% 66% 70%
40% 48% subsidy rates for the
37%
year FY 22
Pre NBS FY11 FY12 FY13 FY14 FY15 FY16 FY17 FY18 FY19
Farmgate price as % of total realization Subsidy as % of total realization

▪ Easing working capital pressure

▪ Flexibility to fix farm gate prices
▪ Shift from Commodity based to Market driven
11
Fertilisers – Direct Benefit Transfer of subsidy
Direct Benefit Transfer …..Towards balancing Soil Health

Subsidy Disbursement on
Farmer Purchase
Dept of Fert
▪ Informed farmer purchases based on Soil Health
Status
▪ Subsidy to manufacturer to be paid on
Purchase info triggered
weekly basis
▪ Lead to digitization & improved rural connect

▪ Prevention on fertiliser leakage & diversion

PoS
transaction
Manufacturer Retailer Farmer
Flow
Digitized land records & Farmer’s
Unique ID captured
Pilot study under way
Product Flow Subsidy
DBT to improve promote application
nutrient usage & balanced
 Fertilizer Subsidy
▪ Total fertilizer subsidy outgo for Govt of India is to the tune of Rs. 80,000 Cr. (Nearly 59,000 Cr. is Urea subsidy)
▪ Under the DBT scheme the subsidy will be released to the fertilizer companies after the sale is made by the retailers
▪ payment of subsidy is based on weekly settlement of claims from actual sales data captured on POS
▪ Reimbursement of 100% primary freight by rail. For road movement equated rail freight is reimbursed.
Urea Subsidy
▪ Urea MRP is fixed at Rs. 5360/MT + tax
▪ Difference between production cost and MRP is paid as subsidy and varies in the range of Rs. 10,000 to 40,000/MT
▪ As per new govt policy, manufactured as well as imported urea should be neem coated & 45 kg weigh

For DAP, Complex, SSP - Nutrient Based Subsidy (NBS)

Grades Subsidy Rs/MT
▪ The MRP is not fixed, it is upon the manufacturers DAP 18-46-0 24231
▪ The subsidy rate is fixed for each variant of the fertilizer 16-20-0-13 12379
Nutrient Subsidy (Rs./Kg)
▪ The NBS deals with 22 grades of decontrolled fertilizers
Nitrogen 18.789 20-20-0-13 13131
▪ Additional subsidy is also provided on the fertilizers
45.323* 28-28-0 17951
fortified with secondary and micronutrients Phosphate (P2O5)
10-26-26 16293
▪ These rates are determined taking into account the Potash (K2O) 10.116
international and domestic prices 14-35-14 19910
Sulphur 2.374
17-17-17 12619
SSP 7513

* Effective from 20th May 2021

Competitive Scenario (Cont.)

Major Players Market Share: DAP and Complex segment for All India
2013-14 2014-15 2015-16 2016-17 2017-18 2018-19 2019-20 2020-21
34%
33%33% 33%
29% 29%
28%
25% 25% 25%25%
22% 23%
22% 22%
22%
17%
16% 16% 16%
15%14%15%16% 14%
15%
14% 14%
1 13%
10% 10% 10%
9% 9% 9% 8% 9%
8% 6% 6%
8% 4% 4% 5% 6 5% 5% 5% 5% 4% 5%
4% 5% 3%
3%

Coromandel
IFFCO Zuari+PPL+MCFL IPL Chambal TCL Others
Others
Specialty Fertilisers – Indian landscape

Secondary Nutrients Micro-nutrients

Elemental Sulphur Zinc Products: Chelated Zinc 12%,Zinc Sulphates, liquids

products Sulphur+Zinc products
Bentonite Sulphur Boron: Boron 20%, 15%,
Sulphur Powders 10%
Sulphur Granules Manganese: Sulphates
Magnesium Sulphate Iron: Sulphates, Chelates
Calcium: Calcium nitrates, liquids Copper: Sulphates
State specific micronutrient
mixtures
100 % water soluble Complex fertilizers: Potassium Nitrate, Mono potassium phosphate, Calcium nitrate, Po
100% water soluble mixture fertilizers: Different NPK and NP blends
India Specialty Nutrients Space:

Indian Fertilizer Fertilizers MNCs SND MNCs CPC in Nutrition Indian SND Major B2B
Majors Business Exclusive MNCs

MNC:

Indian:
Indian:
Global crop protection market is valued at ~USD 60 bn
and estimated to grow at ~3% CAGR until 2022
The Global Crop Protection Industry Split of global pesticides market
BUSD, FY10-22 %, FY19

Decline in 2015 due to weak CAGR CAGR

monsoons in developing economies 2010-17 2017-22
Forecast 4%
and El Nino impact
Herbicides
56.7 61.6
54.2
51.2
41.3 ~4% ~3% 25% Fungicides
44%

Insecticides

27%
Bio & other agro
2010 2014 2015 2017 2022 chemicals

Key growth drivers Herbicides dominate the market due to:

Reduction in arable land area Increasing availability and trade of • High application in horticulture and other high value crops
low- cost generics
Increasing labor costs • Increasing cost of labor esp. in developed economies
Expected increase in off-patent • Increased mechanization
Rising farm income / affordability

18
Source: JM Financial specialty chemicals industry report, Edelweiss specialty chemicals industry report, Philips capital Agricultural inputs
sector report, HIS Market report, Company Websites, annual reports, investor presentations, PWC Analysis
The Indian crop protection market is estimated to grow at ~7% CAGR driven
primarily by sale of off-patent pesticides
India Crop Protection Industry Split of domestic pesticides market
BUSD, FY10-22
%, FY18
Forecast
CAGR CAGR
Growth in 2017 due to 2010-17 2017-22 Herbicides
4%
favourable monsoons after El 6.0 4% 7%
Nino impact
4.2 20%
2.9 Fungicides
3.2 3.6 Domestic ~4% ~7%
2.1
1.6 1.8
Exports
3.0 ~3% ~8% Insecticides
2.0 50%
1.6 1.8 26%

2010 2015 2017 2022

Bio & other agro
chemicals
Key Growth Drivers
Continuous need for improving productivity due to reduction in arable land

Relatively low pesticide consumption (~0.6 kg/ Ha) in India compared

to US (~7 kg/Ha) and China (~13 kg/Ha) Fungicide and Herbicide expected to grow rapidly due to
increase in fruits and cash crops and low base effect
Availability of cheap raw materials and low operating costs to support growth in
generics esp. for molecules going off patent by 2020

19
Source: JM Financial specialty chemicals industry report, Edelweiss specialty chemicals industry report, Philips capital Agricultural inputs sector report, Company Websites, annual reports, investor presentations, PWC Analysis
Maharashtra and Uttar Pradesh are the largest users in India; rice and
cotton are major consumers of crop protection chemicals
Crop Protection Domestic Demand by Region Crop Protection Domestic Demand by Crop
MT, FY19 Volume, FY17

24%
28%
21% 20%
3%
3% 3%
4% 3%
19% 19%
4% 4%
5% 5%
6% 7%
7% 9% 5%
8%

Rice Cotton Soyabean Chillies

Maharashtra Uttar Pradesh Punjab Telangana
Grapes Sugarcane Wheat Potato
Haryana West Bengal Jammu & Kashmir Rajasthan
Other Veg Tomato Others
Tamil Nadu Others

Fruits and vegetables, with lower cultivation cycles and greater demand for quality, are expected to exhibit the fastest demand growth (~14-15%)
especially in North India, given high fruit cultivation there

November 2020
20
Source: JM Financial specialty chemicals industry report, Edelweiss specialty chemicals industry report, Philips capital Agricultural inputs sector
report, Directorate of plant protection, GT Crop Life India report 2017, Company Websites, annual reports, investor presentations, PWC Analysis
Key trends impacting the future demand include increasing farm incomes,
strong regulations and growing share of generics

1In-licensing partnerships between Molecules worth ~USD 1.6 bn are

3
Indian majors and MNCs with going off-patent from 2018-2021
innovative molecules are growing
USD 1,600 mn
CompanyMNC Partnerships for domestic sales**
38%
PI BASF, Bayer, Syngenta, Mitsui Insecticide
Rallis IndofilBayer,
Dhanuka
Nihon,
Agritech
Syngenta
Verdesian, Zejiang Hisun, Shanghai Bayer, Chemtura Dow, Dupont, FMC, Hokko, Mitsui 62% Herbicide

2018-2021
Market Trends:
2 Risk of Regulatory ban is rising Crop Protection Increasing share of Generics 4
across key geographies – EU, India, China • With low manpower costs, India and China to drive global generic trade

• EC implemented an EU-wide ban on 30% 24% 20% 18%

neonicotinoid pesticides in 2013 India’s pesticide management bill 2020 20% 17% Patent
25% Proprietary Off-Patent
33%
• Banning of Insecticides order 2020 prohibits import, manufacture, sale, transport and use of 27 pesticides in India

Total
61% 66%
37% 52%
•
CY05 CY10 CY15 CY16
• Share of patented products to further decrease to 15% by 2020

Source: Phillips McDougall, Analyst Reports, PwC Analysis

November 2020
21
Source: JM Financial specialty chemicals industry report, Edelweiss specialty chemicals industry report, Philips capital Agricultural inputs sector report, Company Websites, annual reports, investor presentations, PWC Analysis
Pesticide Management Bill 2020 coupled with ‘Banning of Insecticides
Order 2020’ provides opportunity for organized players to grow in
domestic market
Implications
Pesticide Management Bill

• Bill provides for re-registration of pesticides already registered under the

erstwhile 1968 Act More opportunity for organized players
• All pesticide manufacturers have to be registered and bound by the new including global players
Act, once it is passed.

• Information dissemination to farmers : Strength and weakness of pesticides,

the risk and alternatives.
• The advertisements of pesticides will be regulated so there should be no Opportunity to re-engineer branding and to
confusion or no misrepresentation by the manufacturers. strengthen brand; farmer engagement
• There is provision for compensations in case there is any loss because of the programs, farmer community building, ATL/
spurious or low quality of pesticides BTL, etc.

• Promotes bio pesticides

Opportunity to grow in bio pesticides

Implications
Banning of Insecticides Order 2020

• Prohibits import, manufacture, sale, transport and use of 27 pesticides in India

including Acephate, Atrazine, Benfuracarb, Butachlor, Captan, Carbofuran, Opportunity to import suitable molecules to sell
Chlorpyriphos, 2,4-D, Deltamethrin and others or opportunity to develop proprietary
• Cumulative revenue of these pesticides is estimated to be around ~MINR 45,000 molecules inhouse
November 2020
22
Source: Insightsonindia, PwC analysis
 Global Seed Market Dynamics
All Seed Vegetable Seed Region Specific Trend Highlights and global presence
of East-West seeds
Latin-America: Hybrid vegetable seed Europe: Rapid advancement
suppliers are focused on developing new in breeding technology and
varieties of compatible vegetables with production of quality plants is
innovative packaging and the creation of projected to make an
new prod(Uuncttaspped Market important contribution to the
opportunities)
growth of the market

Subsidiary
Global Indian companies
70% market is
vegetable Market size Joint
Penetration performing High Ventures
market to
of Hybrid better than
reach 10.48 Medium
Vegetable the global
USD bn by Low
Seeds average
2027

Highly Fragmented Market in Emerging Economies, especially Africa (Untapped Market opportunities)
Africa: In low-income countries Asia-pacific: Market will
Major Challenges No strict regulations concerning product labelling and seed from Africa, meeting caloric witness lucrative
quality parameters in untapped markets requirements is a priority, and the opportunities due to
inclusion of vegetables in diet plans growing awareness of the
Limited growth in market share due to limited shelf life and serves as an alternative to meeting health benefits of
Spurious product the caloric requirements.
vegetables, especially
organic segment
 Indian Seed Market Dynamics
Market Analysis
East Zone is an attractive market with states like West Bengal and Bihar having a CAGR of 2.84% and 2.80%
in terms of production
Germplasm
▪ N.B.P.G.R, Delhi
▪ 5 ICAR Institutes
▪ I.I.V.R., Varanasi, U.P.
Zone Classification:
North: UP, Punjab, Haryana, HP & Uttarakhand
Sources
▪ I.I.H.R., Bangaluru, Karnataka
West: Maharashtra, Gujarat & Rajasthan
▪ 24 State/Central Agricultural Universities
East: West Bengal, Odisha, Bihar & Jharkhand
South: Andhra, Telangana, Karnataka, Kerala & Tamil Nadu
North East: Assam, A P, Meghalaya, Mizoram, Nagaland, Tripura, Manipur, & Sikkim
Center: M P & Chhattisgarh
Cucumber and Bittergourd recorded a CAGR of 13.6%
Production (in '000 MT) Area under production
and 6.5% (in ‘000 Ha)
58,2
55,80

13

3,15

3,2
70
1

4
43,1

42,8
89

41

2,131
2,3
38
26,235
25,883
29,9

25,81
26,9

24,68
24,54

1,50
69

1,45

1,39
1,38
0

4
9

1,2

7
9
1,1
17

66
6,6
5,9

5
6
4
12
29

NorthWestEastSouthNorth EastCenter
North West East South North East Center 2017-20182018-20192019-202025
2017-20182018-20192019-2020
Source: National Horticultural Board & PwC Analysis
 It all starts with Satellite Driven Global, Plotwise
Autonomous Surveillance

Tension free, accurate, explainable satellite APIs

Resale options, White labelled, Cheap
● Ground validation :
● Monitor farms every 2-5 days, deliver in near real time.

Monitoring at scale enables estimation & quantification

1. Survey Points | Informs whether a plot needs scouting (& if yes, where in the plot)
2. Biotic Stress Survey helps figure out requirement of spraying.
3. Abiotic Stress Survey helps in maintaining proper irrigation.
4. Action Triggers | Automatically log sowing, harvesting, irrigation activities across farms.
Area of Analysis :
Crop of Analysis :
Season of Analysis :

Restricted Circulation. Copyright © Prakshep Private Limited 2021

Vikshep.com
Understandable Farm Surveillance

Restricted Circulation. Copyright © Prakshep Private Limited 2021

 Partnering
directly cuts off intermediary for corporate with FPC
and ensures will help
quantity
Pesticides input
and
seeds companies reach their end customers with less intermediar
quality
and fertilizer
companies

Low cost inputs and

better product training

connecting platform
Enablers serves as a
Enablers - NCDEX, ARA, STAR, NBHC

by elimination
Better price
realization
Corporates, Farmer

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Cargil, LD, ITC, Producer
SKM etc Collectives

Low cost credit from

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FPC will solve the client discovery problem for banking
banks inchannel Enablers will
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PSU & Pvt banks, NBFC and Fintech

Thank you!
 Indian Streams Research Journal ISSN:-2230-7850

A STUDY OF AGRICULTURAL INPUTS MARKETING IN INDIA

Parthasarathi Senapati

Asst.Professor,
Kushagra Institute of Information and management science(KIIMS),Cuttack
.

Abstract:-Agriculture has been the backbone of the India' economic system. It is the main source
of economic livelihood for the majority of population of our country .The focus of the current
agricultural policy of the country is to increase agricultural productivity. This will help in alleviating
poverty in the country and sustaining employment in the sector. Agricultural inputs and related
services are the basic requirements for agricultural sector. Raising the productivity of the crops,
vegetables, and livestock depends on the quality farm inputs and services. Agribusiness is expected
to be booming sector in the next decades. Agribusiness sector consists of businesses that supply farm
inputs such as fertilizers, pesticides, farm machineries, etc. as well as sales and distribution of farm
produces and related services. An efficient delivery system for agricultural inputs and services can
play a pivotal role in the agricultural productivity. Farmers and Agri-input dealers are experiencing
difficulties in accessing and supplying the agricultural inputs. The constraint faced by farmers in
accessing the farm inputs are mainly due poor distribution system in country. The timely
availability of farm inputs and service is very much required if we want higher agricultural growth
and welfare of farming community. The study tries to explore the existing marketing distribution
network of farm inputs in the country. The paper also highlighted the recent changes that are
happening in the Agri-input marketing. It also intends to suggest strategies and
recommendations that can help in developing an efficient inputs and service delivery system for
the farming communities.

Keywords:Agricultural inputs, Input delivery system, Marketing channels and Agribusiness

www.isrj.net
A STUDY OF AGRICULTURAL INPUTS MARKETING IN INDIA

INTRODUCTION:

Agricultural marketing concerned with two aspects that is the marketing of the farm produces
and marketing of farm inputs that are consumed by the farms to produce Agricultural produces.
Agriculture and allied sector contributes 24% of the total GDP and provide employment to around 67%
Indian population (Planning Commission, 2002). Use of chemical fertilizers and pesticides and higher
farm mechanization have played a positive role in increasing agricultural productivity and in making
India self-sufficient in food grain production. In the 21 st century, the challenges in Indian agricultural
sector are quite different from the last decades. The higher emphasis to produce more food from less
land with declining natural resources is a difficult task for the farmers. To keep up the steady of growth
farm output a careful economic evaluation of inputs like seeds, fertilisers, irrigation sources etc are
of considerable importance. The impressive growth in agricultural production since independence has
been generated by higher input use, particularly purchased inputs as well as technology induced
productivity improvement. The key inputs which changed the face of agriculture in India include
HYV (High Yielding Variety) seeds, chemical fertilizers, irrigation, pesticides, farm machineries and
equipment, credit and labor.
A specialized marketing effort is required to reach the farmers who are spread across the nooks
and corners of the country. The paper tries to reveal the existing marketing and distribution network for
the inputs that are used in the agricultural production.

LITERATURE REVIEWAND OBJECTIVE:

Agricultural marketing is a dominant topic in the Indian marketing literature. The main focus
is on marketing of agricultural produce and that of agricultural inputs like fertilizers, pesticides, seeds
and farm machineries (Jha, 1998) [10].
According to Varshney(1997, p.251) [11], the importance of an efficient marketing system for farm
inputs may be judged by the following:

i.Farm products are produced in the country side. The effect of change in production method can ,
therefore, be realized only if the farm inputs reach the farmers in time at the least cost.
ii.The use of modern inputs by farmers largely depends upon the spread of information about them. The
marketing system has to perform this function.
iii.An efficient marketing system for farm inputs is essential for the development of the inputs
–manufacturing and supplying industries in the country.

Prof. Sukhpal Singh (2004) [4] stresses that agricultural inputs are at the heart of rural
marketing and rural development. They support farm production which is the source of income for a
very large part of rural population and create market for other consumable and durable products in rural
areas.

Objectives and Methodology: The general objective of the study is to evaluate the marketing
agricultural inputs in country and to reveal the current structure of agricultural inputs marketing
system and distribution. Further, the study also focuses on the difficulties and challenges faced by
farmers, input dealer in the farm inputs and service sector. This study is relies on the information and
data collected from most of the secondary sources and from different research papers ,books,
documents etc. for to make this study more useful and relevant.

General aspects of Agricultural inputs marketing:Agricultural marketing has two aspects that is 1)
Marketing of inputs 2) Marketing of outputs. For production in large varieties of inputs are required .A
steady supply of these inputs is necessary for higher agricultural productivity. As it is evident from the
fig-1 that the agricultural marketing is part of the Agribusiness .Marketing is needed to supply and
distribute right quality of seeds, fertilizers, pesticides, etc. at right time and right place, at an affordable
price, Similarly at the time of production various farm consultancy services and supports are required.
The marketing of output is as important as the marketing of inputs. The paper tries to focus on the
existing system of Agricultural input marketing.

Indian Streams Research Journal | Volume 4 | Issue 5 | June 2014 2

A STUDY OF AGRICULTURAL INPUTS MARKETING IN INDIA

Fig-1, Source: www.fao.org

The Agricultural inputs can be classified into Consumables and Durables/Capital inputs. The
consumable Inputs can be seeds, fertilizers, pesticides, etc. On the other hand the durable capital inputs
can be tractors, harvesters, threshers, pump sets, etc.

Classification of Agri-inputs

Consumables Durables

Seeds Tractors

Oil and lubricants Harvesters

Fertilizers Threshers

Agrochemicals,etc Tools(levers, cultivators, etc)

Fig-2,[source: Based on Singh(2001,p.7)]

Agricultural marketing involves the process of developing, pricing, promoting, and distributing
of farm specific product & service leading to exchange between farmers and intermediaries and urban
market which satisfies consumer demand and also achieves organizational objectives. It is a two-way
marketing process where any of the following transactions may take place: (1). Urban to Rural farmers:
It involves selling of products & services by urban markets in rural farming areas areas. These include
– Pesticides, farm machineries products, Durables etc. It is major part of agri-input marketing. (2).
Rural to Urban : This is basically agricultural marketing where a rural producer seeks to sell his
products in Urban Market– seeds, fruits & vegetables, milk and related products, forest produce , spices
etc. Rural to Rural : It involves selling between two villages close to each other relating to farm inputs
like seeds and related produces like agricultural tools, cattle, carts etc. Rural marketing scientists
term this rural to rural transaction as Developmental marketing as it involves concern for profit along
with the concern for society. Participants include-- input manufacturers, dealers, farmers, opinion
makers, govt. agencies and traders.

EVOLUTION OFAGRICULTURALINPUT MARKETING:

It consists of following phases:

Phase –I(From Independence to the middle of sixties)[3]: Agricultural Produces like Food grains,
Industrial inputs, cotton, oilseeds, sugarcanes etc. are the main focus. The marketing focus for the firms
supplying agricultural inputs was on fertilizers, seeds & pesticides etc. The artisans like blacksmiths,
carpenters, cobblers & pot makers in rural areas who are supplying bamboo baskets, ropes, window &
door frames, tools like ploughs, etc. received secondary consideration. Market for Tractors,
harvesters, threshers, pump sets etc. was insignificant.

Phase – II(From middle of 1960s(Green Revolution) to mid-nineties): During the period of green
revolution the introduction of scientific farming practices have transformed villages into booming
centers of business opportunities .The demand for agricultural inputs increases. Better irrigation
facilities, soil testing, use of high yield variety of seeds, fertilizers, pesticides, and employment of
machinery like power tills, harvesters, threshers etc. transformed the rural picture. Marketing of
agricultural inputs attends higher

Indian Streams Research Journal | Volume 4 | Issue 5 | June 2014 3

A STUDY OF AGRICULTURAL INPUTS MARKETING IN INDIA

significance. Two separate areas of events developed that is the traditional agricultural Marketing & the
marketing of agricultural inputs from Urban areas to rural farmers. Marketing of produces from rural
received extensive attention.
The establishments of agencies like Khadi & Village Industries Commission (KVIC), Girijan
Co- Operative Societies and special attention of govt. to promote these products. Village industries
thrived and products like – Handicrafts, soaps, safety matches, crackers, handloom textiles etc. were
sold in urban markets on large scale.

Phase – III (Middle of 1990s to 20th century): The marketing of household consumables and
durables which was not the focus during the earlier phases was now attends greater significance. Earlier
the rural market for the products from the urban areas was not large enough. These markets were
remote, spread across distant areas. Small villages were far and wide making it difficult & expensive.

Phase –IV(21st century the era of Developmental marketing):The objective of present rural
agricultural marketing is to enhancement of quality of life by satisfying the needs and wants of
customers. It tries to offer a broad and integrated solution which involves a set of interconnected
products & services. Faster development in Rural India, tied with increase in purchasing power because
of scientific farming, changing lifestyle and consumption patterns, increase in education, social
mobility, improved means of transportation & communications and other infiltrations of mass media
like TV and its various satellite channels have exposed rural India to outside world and hence their
outlook to life has changed. The focus is to integrate the rural population to the national mainstream
and growth.

The 4 P's in Agri-input marketing [3]:

The 4 Ps of marketing have to be altered as per the requirements and expectations of the rural farming
population.

PRODUCT STRATEGY

The farmer consumers are more interested to know the technical details or the performance of
the agricultural inputs. There is higher importance of product knowledge and advisory services
provided by the technicians. The rural farmers markets generally show their liking for simple and easy
to use products. The packaging of the product should give lot of pictorial demonstration and guides for
convenience and easy to use. Spending too much unnecessary additional packaging increases the
cost and does not add any convenience. The product literature on the cover packaging and in the user
manuals should be expressed in simple and easy to understand local language. The information on the
product should provide the clear functional benefits and in an unambiguous manner. The products
should be able to stand up to the expected needs rural farmers and provide them value for money they
spent.

PRICING STRATEGY

Agricultural inputs and industrial products share similar response patterns from the farmer
users. It is being found that buyers of agricultural inputs products are more quality conscious than price
conscious. Response to the different offering is likely to be influenced by the price factors. The rural
customer is price sensitive and expects value for money. Therefore, the pricing has to be in accordance
with their expectation. Marketing companies have to develop strategies that can make their products
cheap for rural customers. Moreover the concept of value analysis should be applied to rural markets to
make the products affordable. The technique value analysis involves replacing costly raw materials
with inexpensive ones, without sacrificing quality and functionality. If the product belongs to an
expensive category , then the positioning has to be done in a way that the product is perceived as a
bundle of utilities by the rural customer, which still provides value for money in this category.

Place Strategy: The levels of channel and the network intensity required for agricultural inputs are
relatively higher than that required for industrial products. The channel act as a dispenser of
agricultural inputs. The channel plays the role of both Pulling as well as pushing function. It is
supported by advertisement, demonstrations, personal contacts and other extension means. All possible
efforts should be made to make the products available near the target audience. Direct contact with the
local suppliers and retailers needs to be established. Cooperative societies, public distribution system,
feeder markets, village weekly markets fairs and festivals can be utilized to ensure adequate
distribution of agri-inputs products.

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A STUDY OF AGRICULTURAL INPUTS MARKETING IN INDIA

Formulating an integrated and efficient channel of distribution will always remain remains a challenge
for the agri-input marketers. Several companies in this sector have established distribution system that
able to cater to the rural farming people efficiently.

Promotion Strategy: The agri-input consumers share many similarities with the consumer goods
customers. For example the number of prospects to be reached is large, diverse and spread across
different regions similarly the product groups requires elaborate market segmentation. The promotional
activities should be undertaken through media that are comfortable and appropriate for the rural areas.
Positive word- of-mouth through local reference groups and opinion leaders is considered as the key to
success in the rural markets. Traditional art forms such as puppet shows and street plays or creating
awareness through village panchayat members can prove to be fruitful. Other methods like distribution
of pamphlets, use of mobile vans for publicity and advertising through wall posters can also assist in
establishing a relationship with the rural consumers.

POTENTIALOFAGRI-INPUTS INDUSTRIES:

1. Large Population in rural areas which creates opportunities for the Agri-input industries
2. Rising Rural Prosperity that improves modern farming practices and use of durable farm equipments.
3. Growth in Consumption which show rise in purchase of inputs.
4. Changing Lifestyle to adopt modern farming practices.
5. Market Growth Rate is high due to awareness

FACTORS INFLUENCINGAGRI-INPUT MARKETING :

1. Socio-cultural factors that influence the purchase decision adoption of modern farming practices and
equipment
2. Migration of rural population to urban areas which shows less dependence on agriculture for
livelihood or/and increase farm mechanization that require less dependence on laborers.
3. Occupational pattern with higher education
4. Literacy is required to understand the modern farming practice and products
5. Land distribution and use also increases or decreases the input consumption
6. Development Programmes carried out by govt. and semi-govt. agencies
7. Communication Media which has been spreading it's network gives newer opportunity for agri-input
industries
8. Credit availability through banks and co-operative system has made easier for the farmers to
modernize their farming

Problems and Limitations of Agri-inputs Marketing:

Main Limitations are ,

1. Vastness of the rural farming areas with different type of cropping patterns makes it difficult for agri-
input industries to push their efforts.
2. The demand for agri-inputs are uneven a making it difficult for sustain effort from the industry side.
3. Transport Problem with lack of all-season roads in rural areas for making available the pesticides,
fertilizers at the time of need.
4. Communication infrastructure consisting of posts, telephones, internet etc. are largely inadequate.
5. The problem of storage of essential inputs .The Central Warehousing Corporation(CWC) and State
Warehousing Corporation(SWC) don't extend their services to the rural areas. The co-operative societies
managed the warehouses at mandi level .They provide services to members only.
6. The number of language and dialects vary widely from state to state, region to region and even from
district to district. The difficulties is in developing print advertisement and pictorial depiction to achieve
greater acceptance
7. Rural agricultural input marketing requires large marketing organization and staff .
8. It is not possible to have direct outlets in each rural market; firms need to have service of dealers,
which is not easily available.
9. Rural farmers have identified market locations for different items of their requirements. Thus
depending upon the purchase habit of the farmers, the distribution network of different commodities
has to be different.

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A STUDY OF AGRICULTURAL INPUTS MARKETING IN INDIA

RECENT DEVELOPMENT INAGRI-INPUTS MARKETING:

In recent times retailing in rural areas with big stores is becoming a tends. Big corporate
houses are making rural forays with wide variety of solutions for farmers and consumers. For
example corporate houses and entrepreneurs like ITC's Choupal Sagar, HLL's project Shakthi and
Mahamaza are some of the models which are in news. There is no definite evidence of a successful
rural retail formats which solve all the problems of agriculture and farmers. However, corporate
ventures into rural retail are expected to bring more research and innovation. The Godrej Adhaar, the
rural retail initiative of Godrej Agrovet Ltd operates a chain of 18 stores providing a host of services to
farmers .The other formats operating successfully in the rural area are, Choupal Sagar, DSCL Haryali
Stores,M & M Shubh Labh stores, Escorts rural stores, Tata Kisan Sansar,and Warna bazaar in
Maharashtra,etc.

CONCLUSION:

An efficient agricultural marketing is essential for the development of the agricultural sector.
The initiative of the govt. much on giving incentives for increased production in farming sectors but
the development of marketing system provides greatly to the commercialization of subsistence farmers.
The liberalization of agricultural markets is becoming worldwide trend. The policy and
programmes of Government have to address the issues of marketing liberalization and overcoming the
limitations faced by various Government and private organisation involved in agricultural
marketing.Liberalization of world trade in agriculture has provided new opportunities to the farm
sectors to access markets of agricultural commodities worldwide. However, to actualize these market
access opportunities, reforms have to be brought in agriculture sector to remove all barriers,which
introduce inefficiencies and monopoly trends in the functioning of agricultural markets.

REFERENCES

1. Gopalaswamy, T.P, (2008) Rural Marketing Environment, Problems and Strategies, Vikas Publishing
house, New Delhi.
2. Badi, R.V and N.V Badi (2006), Rural Marketing, Hhimalaya Publishing House, New Delhi
3. Dogra, Balaram and Shuman, Karminder, (2008) Rural Marketing: Concepts and practices, TATA
McGraw- Hill Publishing house, New Delhi.
4. Singh, Sukhpal Rural Marketing: Focus on Agricultural inputs, (2008) Vikas Publishing House, New
Delhi.
5. Kashyap, Pradeep and Raut, Siddartha (2007), The Rural Marketing Book, Biztantra, New Delhi.
6. Velayudhan, Sanal Kumar (2007), Rural Marketing: targeting the noon urban consumer, Sage
Publication, New Delhi.
7. Krishnamoorty, R (2008), Introduction to Rural Marketing, Himalaya Publishing House.
8. Lamba , A.J, The Art of Retailing, Tata McGraw Hill Publishing Companies, New Delhi
9.Marketing of Agricultural inputs by Manohar Lal Jalan., Published by Himalaya Publishing House
(Delhi). 1988.
10.Jha,Mithileshwar(1998),Rural marketing:some conceptual issues,Economic and political
weekly,Vol.13(9),1998
11. Varshney,J.C.(1997),Rural marketing-A study with refrence to Farm inputs,National publishing
House,Jaipur,pp.251-255.
12. Agricultural Price Policy in India by Raj Kumar Singh., Published by Print well Publishers –(Jaipur).
1990.
13.Communication and Rural Development by J.B. Ambekar Yadav. Published by Mittal Publications
(New Delhi). 1992.
14. Development of Agricultural Marketing in India by Dr. Rajagopal Published by Print well
(Jaipur). 15.Marketing Management by Philip kotlar. 1992. 8th edition.
16.Awadhesh Kumar Singh, Satyaprakash Pandey,Rural marketing,New Age International,2007.

Indian Streams Research Journal | Volume 4 | Issue 5 | June 2014 6

Our topic in context of changing paradigms…..

•Who is the customer?

•What is channel for delivery?
•Intersection of technologies?
Extension is an informal educational process directed toward rural
population. This process offers advice and information to help
them solve their problems. Extension also aims to increase
the efficiency of the family farm, (as agriculture extension),
increase production and generally increase the standard of
living of the farm family.
The hierarchically structured,
chronologically graded
education system, running
from primary school through
university. In addition to
general academic studies, a
variety of specialized
programs and institutions for
full-time technical and
professional training.
Thetruly lifelong process Any organized educational
whereby every individual activity outside
acquires attitude, values, theestablished formal
skills and knowledgefrom system-whether operating
daily experience and the separately or as important
educativeinfluences and feature of some broader
resources in his or her activitythat is intended
environment. toserve identifiable learning
clientele and learning
objectives.
 The first agricultural extension service of a modem kind came into
existence as the result of a crisis and the initiative of the occupant of a
high office of authority.

The crisis was the outbreak of potato blight in Europe in 1845. In

Ireland its effects were particularly severe because the
predominantly peasant population relied on potatoes in
their diet, and "the potato famine" persisted until1851.

The Training and Visit system was developed by World Bank Expert Daniel
Benor. It has a simple organization and infrastructurewith defined objectives.
It is based on regular visit to the farmers and periodical trainings to
the extension workers. It has wide popularity because it provides
problems oriented guidance, flexible management and continuous feedback
from the farmers.
 A. According B. According to Form-
to – written
use and nature of contact – spoken
–individual; – audio-visual
–group;
–mass contact method

Extension communication is purposive.

It concerns with the eliciting behavioral changes from the extension clientele:

Changes in:
–What they know (knowledge)
–What they feel (attitude)
–What they do (practice)
Communication is a process which is a Source sends a Message to a Receiver
through means of Channels in order to produce a Response from the receiver
in accordance to the intention of the source.

•Source
–The person who encodes the message, using such codes such as verbal, nonverbal, visual, any other modality
•Message
–It is used to convey the source’s meaning by means of any codes.
•Channel
–It is the method of carrying the source’s message using any combination of basic senses.
•Receiver
–It is the object to whom the message is directed.
•Feedback
–It is the check on how successful we have been in transferring our messages as originally intended.
 –Inform
aims at making the people aware and let them know certain thing.
–Bring about greater understanding
–Motivate
is encourage or stimulate clientele into action
–Persuade
aims at influencing the feeling, thoughts andbehavior of listeners
–Learn a new skills
–Change or adapt a new practice
–To entertain
 –Intrapersonal –Organizational
communication with oneself. when communication operates within an organizational
–Interpersonal structure or bureaucracy.
is the interaction with two or more individuals –Mass
. when message is channeled through public forum and
use of mass media.
 •Innovators (first 2.5 percent of adopters)
–Tend to be venturesome, cosmopolite with complex technical knowledge however they do not significantly affect the
adoption process.
•Early Adopters (next 13.5 percent of adopters)
–These people are respected and more local than innovators.They are also venturesome, sufficiently skeptical to recognize
good innovations.
•Early majority (next 34 percent)
– Seldom hold positions of opinion leaders but have strong connection within the system’s interpersonal networks.
•Late majority (next 34 percent)
–Tendto adopt from economic/social necessity due to diffusion effect.
•Laggards (final 16 percent)
–They are the most localite, suspicious of change agents and innovations and have few resources to risk.
 Government Agencies:
• State department of agriculture
• KVKs
• Agricultural Research Institutes of ICAR
NGOs
Agri Input Companies
 •Brand building

•Introduction of new product

•Introduction of new technology/concept

•Developing awareness of latest products/molecules

•Providing solutions for better production and better protection

•Creating awareness for integrated nutrient management and integrated pest management

•Differentiating its product viz a viz competitors.

 Manpower and
infrastructure Challenges.
Maximum time is being spent
on administration than on
extension
Mostly engaged in socio- Immediate concern is higher
economic developmental sale of its own brand. But
segment. since most of the new
technologies come through
industry it is mandatory for
them to develop the concept
which in turn helps the
farming community.
 •Individual Contact
•Radio Programme
•Farmer meeting
•TV programmes
•Crop Seminar
•Radio and TV commercials
•Result Demonstration
•News paper articles
•Soil testing
•News paper advertisements
•Local Talent
•Hoarding
•Exhibition
•Agricultural fairs
•Farmer mailers

•Farmer testimonials
•Products like DAP, 28-28-0,MOP, Urea are in fact popularized by industry only through its strong
extension work. Brands like Gromor, Godavari, Nagarjuna, Paras are household names for farmers
today.
•The concept of sulphur fertilisation is developed in India by Coromandel and its flagship brand
Gromor Sulphur is used by more than 3 million farmers.
•The concept of water soluble fertilisers was started in India by Nagarjuan Fertilisers and today with
the entry of Coromandel with its strong extension network, the technology has grown manifold to the
benefit of India farmers
•All new molecules of pesticides are developed by industry only, thereby giving farmers the most
important tool for plant protection.
•Bt cotton seed has been popularized in India by Industry
•Indian implements industry has taught farmers the use of tractors and other advanced implements
 PROMOTING ACCESS TO FACILITATING LEVERAGING GOVT
ENTREPRENEURSHIP EMPLOYMEN T MARKET ACCESS SCHEMES& ENTITLEMENTS

Business
Sakhis Sourcing
Enterprise Promotion Agri and alliMedavnaaluge ecrhsain strengthening

Income
Unemployed youth enhancement
Limited holding capacity
Small and marginal farmers Discussion centre-Farmers Club
and hence distress sales
for
Crop diversification Lack of common 10,000
Low yields households
warehouse No aggregation
Lack of collectivisation Rain fed agriculturei centre Low prices

Lack of
feminisation
 SOCIO PRE POST
ECONOMIC HARVEST HARVEST
 Minimum 5 buyers
connected
Minimum 2 to 4 FPC
Creation of established
minimum
two FPC
4000 farmers
50 Sourcing trained in 40
Managers trained batches

Market linkage
Establishment of with institutional
Federation of community buyers
Strengthening of
Training & PGs to FPCs aggregation
Identification & PGs and creation
mobilisation of centres
training of of new PGs
farmers
sourcing
managers
 Training and Credit
capacity building of farmers and market linkages

Negotiations with Supporting

market players and farmers in market led production
input companies decisions

Sourcing Managers

Support in Day to day

governance of PG/FPC management of PG/FPC
1 CONCERN

Crop and seed selection

- Lack of knowledge of seed varieties relevant for area
-
- Lack of confidence in purchasing seed variety
- Difficulty in evaluating the specific cost benefit of the seed Dependence on extension workers to procure seed
-
Lack of aggregation for seed suppliers to deliver/establish last mile
connect

किसान िी आवाज़: िरे ले िी िौनसी वैरायटी लगाएं ? | Vox Populi: Which variety to
use for bittergourd
HOW IMK APP HELPS

Crop and seed selection

- Information on tried and tested
seed varieties, which will be updated regularly.
Hyperlocal information is shared to build confidence
- Farmer experience together with the product features
Accessible information on
- vendors

Outcomes expected
- Wider awareness on seed
varieties
- Better dissemination of any participatory trials conducted in the area
c Increased ability to choose based
on multiple parameters and purchase the chosen variety
-
2 CONCERN

Pest and Disease Management

- Dependence on extension worker for identification
-
Low and patchy capacity of extension workers in timely and accurate identification
Lack of information on the science underlying suggested practices
-
- Poor knowledge on pest and disease control and mitigation measures

Powdery Mildew is a fungal disease that can destroy bitter gourd crop. In
this video he shares his experience of saving his crop by spending Rs 110 on sulphur. Rakesh Vishnu also shares his advice on using sulphur as an antidote.
HOW IMK APP HELPS

Pest and Disease Management

- Easy identification of pest and diseases available offline
-
Information on mitigation measures ranging from chemical, biological and best practices related
Easy selection of remedy and responsible application
-
- Easy access of information of trader

c
3
Farmer to farmer interface
HOW IMK APP HELPS
- Opportunity for amplification of positive experiences of farmers and Generating the information:
creating a farmer to farmer flow of stories
- Low recognition of farmers as important source of influence and knowledge
Potential to expand circle of influence for improved practices and new
-
-
Identify and bring in expert farmers; What made it
Mandi/trader information; Curate information on seeds and chemicals, make info ava
-
technologies - happen
Curate information on pest and disease through farmers, companies, dealers, practitio
- - Credible information
-
- Right time
- See it themselves Linkage for seed

https://youtu.be/p3m759BOZh
A Farmers expressed interest
post video

Now taking up parwal in

Went for exposure Harichandanpur, Keonjhar
4 CONCERN

Market Related Issues

- Absence of information on price to negotiate with local vendors.
-
Crop selection not done keeping price trends

Farmers realised 50% higher

FPO facilitated by organising
price possible
vehicle on commission basis

c
HOW IMK TEAM & APP HELPS
Regular price of local markets
Easy access of traders and transporters
Decision making support by calculating other costs involved

WHAT MADE IT HAPPEN: Credible Information to keenly interested

c
farmers with offline support needed with logistics
Weather Govt. Schemes
Situation specific tailor made solutions from tried and tested models

Tackling productivity issues Repayment through commodity sales

related to low input usage by leveraging data based credit guarantee program.

Rabo Bank credit Bakhresa

Rice & Sesamumguaranty scheme based on historical transaction data
Group/Mohammed- enterprises/Olam/Ex port trading
Producers

Business houses
advancing credit
for input