experiences in improving farmers’ income 3rd december 2012
DESCRIPTION
Low Risk Taking Ability Low Investment Low Productivity Low Value Addition Low Margin Weak market Orientation Vicious cycle of low productivityTRANSCRIPT
Experiences in improving farmers’ income
3rd December 2012
Hardworking Indian farmers are constrained…
Small Heterogeneous
Hinterlands Poor Infrastructure
Low Risk Taking Ability
Low Investment
Low ProductivityLow Value Addition
Low Margin
Weak market Orientation
Vicious cycle of low productivity
Connectivity through Lead Farmer6500 e-Choupals cover around 40,000 villages benefiting 4 million
farmers
Reaching farmers through eChoupal
Buy-Sell Transactions – Pre eChoupal
VILLAGE
TOWN
Farmer
Mandi
Price Discovery@ Sell Transaction
PRODUCT&
SERVICEPROVIDERS
MoneyLender
Financing
MarketTransaction
ExtensionCenter
Knowledge (Use)
Sell:
Buy:
Middleman
sunk costs, inconvenience,other losses
high prices, spurious goods, information not timely
Information(Aggr)
Buy-Sell Transactions through eChoupal
TOWN
Mandi
Samyojak
Choupal Saagar
VILLAGE
Farmer
Sanchalak
Transactions
Sell:
Buy:
Information(e.g., Price Discovery)
Knowledge (Customized)
PAN-INDIAN
PRODUCT&
SERVICEPROVIDERS
Price discovery @ village, choice, efficiency
Information + Customized Knowledge @ village, high quality,competitive prices, superior service
Productivity Enhancement
A Holistic, Integrated farm extension program aimed towards yield and quality improvement
Public Research InstittuesIARI, DWR
PAU
ARI
UAS-D
Private Input companiesBAYER CROPSCIENCE
PRO AGRO
MONSANTO
Panel of scientists & ITC team-content management-project plan
Farmer groups
DoA /Govt officialsDMs
DDAs
Extension workers
ADOs
ITC’s echoupal Platform
(Monitoring and Assesment,Data capturing & analysis)
Participating farmers
Private Output companyITC
NewspapersLOCAL EDITIONS
FUNDS
Communication & Publicity
Participation & endorsement
Quality Inputs
Need Gap analysis
Quality Inputs
Market awareness
Ripple effect-village meetings
Package of practices
Kisan Credit Card - SBI
Risk mitigation
CPK : A Grand Orchestra
CPK Value Proposition
Value
FarmersITC Channel Partners
Incremental Yield
Risk mitigation
Traceability
Seed to Seed linkage
End User Interface
Data base
Incremental Sales
Process driven execution….
Communication Registration Training
Field visitsFarmer meetsOutput Measurement
Deployed Trained Agriculture Graduates
Some Success Stories of CPK
Soybean
Wheat
Paddy
Barley
Key Success Factors
Ecosystem Approach• Collaboration of all key stake holders• Industry participants, Customers, Research
Institutions Integrated Approach
• Seed to Seed Execution
• Process driven Communication
• Use of multiple mediums and technology
Connecting through Multiple Media
Challenges
Solutions suited • EACH farmer• EVERY season
Farm level constraintsInfrastructure constraints
