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 generatemore income

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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

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Agri-Tourism: Rising Consumer Demand

Strong demand for wholesome family orientedrecreational 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 inMaharashtra, with over 6000 domestic and int’l touristsflocking to its fields

In Maharashtra farmers have experienced a 25% growthin their income through Agri Tourism within 9 years.

Edge of India is a co-operative tourism network ofrural villages, which are led by locals and enablecommunities to make the most of their cultural andnatural heritage in order to achieve sustainableeconomic growth through tourism.

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Edge of India

Edge of India is a network of rural communities inremote 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 ateam of local coordinators across the destinationclusters and enabling rural communities to realizethe economic value of their tourism assets;

A comprehensive training programme to bedelivered with an emphasis on ‘train the trainers’and very relevant practical skills;

To deliver sustainable economic development insome of the most socially and economicallydisadvantaged districts of India.

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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

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Agri-Tourism: Refining the Policy landscape

Ministry of Tourism, GoI andState Tourism Departments,both acknowledge agri-tourism’s potential as a ruralenabler

The Incredible Indiacampaign also has a dedicatedpromotional strategy towardspromoting India’s ruralheritage

However, we do lack a back-end policy structure to incubateagri-tourism models

Innovative mechanisms areneeded to make these modelsamenable to small and mediumfarmers

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,

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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

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Agri-Tourism: Refining the Policy landscape

Source: CII

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Agri-Tourism: Social Equity Approach

Knowledge delivery

Technology Delivery

Marketing Strategy PartnerCreditInsurance

Agri-TourismCo-operatives/ SHGs

Information and Operations hubs at Village & Cluster Levels

Packaging & Marketing

B2B Tie-ups & Govt. Support

Research Institution

Financial Institutions

Knowledge Banking

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Agri-Tourism: Leveraging the Academic Infrastructure

There are over a 1000 agricultureteaching, training, research andmarketing organizations in the country

These institutions are not only arepository of past research, but also haveground level connect with the farmingcommunity

Apart from focusing on cutting edgeR&D, they also have to focus on aligningthe farmer’s subsistence pattern with theeconomic and policy scenario

Such bodies need to mentor thesefledgling agri-tourism models, and alsoframe the standards, guidelines,compliance and certification proceduresalong with the industry

Participation of academia also ensuressustainability of models

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Conclusion

Coordination: Better ‘Academia-Industry-Government’ connect

Policy Framework: Consolidated structurethat guides communities and entrepreneurs

‘Real’ Ownership: Community shouldmanage their own products rather thanbeing restricted to the operational aspects

Quality Capacity Building: Althoughcapacity building programmes areconducted across various aspects of thetourism and hospitality sector, the quality oftraining resources and infrastructure needsto be up-scaled to the next level to churn outa globally competitive workforce

Train Entrepreneurs: Rural entrepreneurshave proven to be the success story of theemerging Indian economy and can very wellchampion the cause of sustainable andinclusive tourism models

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YES BANK Limited

Northern Regional Corporate Office: 48 Nyaya Marg, Chanakyapuri, New Delhi 110 021Tel: + 91 11 6656 9000; Fax: +91 11 4168 0144

Public and Social Policies Management (PSPM) GroupTushar Pandey, Senior President & Country Head

Northern Regional Corporate Office: 48 Nyaya Marg, Chanakyapuri, New Delhi 110 021Tel: + 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, toestablish a high quality, customer centric, service driven, private Indian Bank catering to the “Future Industries of India”. YESBANK has adopted international best practices, the highest standards of service quality and operational excellence, and offerscomprehensive banking and financial solutions to all its valued customers. A key strength and differentiating feature of YESBANK is its knowledge driven approach to banking and an unprecedented customer experience for its retail and wealthmanagement clients.

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Contacts

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Disclaimer

YES BANK LimitedRegistered & Corporate Office: Nehru Centre, 9th Floor, Discovery of India, Worli, Mumbai 400018Tel: + 91 22 6669 9000; Fax: + 91 22 6669 9018

Northern Regional Corporate Office: 48 Nyaya Marg, Chanakyapuri, New Delhi 110 021Tel: + 91 11 6656 9000; Fax: +91 11 4168 0144

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