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'Hariyali Kisaan Bazaar' rural retail chain in South India
12 Sep '07
3 min read
The centres offer agri-services and farm output buy-back. With a team of qualified agronomists based out of the stores, the Hariyali stores provide 24X7 technology support, helping shift the farmers from subsistence farming to technology led commercial farming.
Hariyali also provides the opportunity to aggregate farm produce and market it to buyers hitherto inaccessible to individual farmers. This brings farmers in direct link with the buyers to create a win-win for both farmers and buyers or processors.
To cover both farming and household needs of rural areas, the Hariyali chain has moved beyond agricultural products, and currently houses products from over 300 companies across categories, ranging from consumer goods to toiletries, plasticware, general merchandise, stationeries, toys, decorative items, and others.
“At DSCL, we firmly believe that the rural consumer should not compromise on quality due to inaccessibility. We have formed associations with leading brands to market their products to offer the consumers a wide range to choose from."
"Taking feedback from the consumers, Hariyali has partnered with brands that lacked the rural footprint. Financial services including insurance products and farm fuels being a key requirement for the farmers, the Hariyali network offers the services through tie-ups with leading service providers,” said Mr. Vikram Shriram.
The Eluru centre will operate in a catchment of about 25 kms. It will cater to agricultural land of about 1,00,000 acres and impact the life of approximately 30-40 thousand rural families.
Hariyali also provides the opportunity to aggregate farm produce and market it to buyers hitherto inaccessible to individual farmers. This brings farmers in direct link with the buyers to create a win-win for both farmers and buyers or processors.
To cover both farming and household needs of rural areas, the Hariyali chain has moved beyond agricultural products, and currently houses products from over 300 companies across categories, ranging from consumer goods to toiletries, plasticware, general merchandise, stationeries, toys, decorative items, and others.
“At DSCL, we firmly believe that the rural consumer should not compromise on quality due to inaccessibility. We have formed associations with leading brands to market their products to offer the consumers a wide range to choose from."
"Taking feedback from the consumers, Hariyali has partnered with brands that lacked the rural footprint. Financial services including insurance products and farm fuels being a key requirement for the farmers, the Hariyali network offers the services through tie-ups with leading service providers,” said Mr. Vikram Shriram.
The Eluru centre will operate in a catchment of about 25 kms. It will cater to agricultural land of about 1,00,000 acres and impact the life of approximately 30-40 thousand rural families.
DCM Shriram Consolidated Limited
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