'Hariyali Kisaan Bazaar' rural retail chain in South India

12 Sep '07

3 min read

Continuing its growth strategy to create a national footprint covering all major agricultural markets, DCM Shriram Consolidated Ltd. (DSCL)a conglomerate with 40 years of experience in the Indian agricultural sector is extending its “Hariyali Kisaan Bazaar” rural retail chain to South India with the launch of the first store in Eluru, Andhra Pradesh, 65 kms from Vijayawada.

Commenting on the occasion, Mr. Ajay Shriram, Chairman and Senior Managing Director & Mr Vikram Shriram, Vice-Chairman & Managing Director, DSCL said, “Encouraged by the success of the Hariyali chain in northern States, we are pursuing an expansion plan across the country."

"The opening of our first farmers' Agri Service & Retail Centre in South India is a reinforcement of DSCL's commitment to make available appropriate farming technology and range of quality products to the farming and rural communities."

"To further strengthen our foothold in southern India, we plan to launch several new outlets across Andhra Pradesh, Tamil Nadu and Karnataka over the next couple of months.”

Seeking to empower the farmer by providing all encompassing solutions under one roof, the Hariyali Kisaan Bazaar chain is a pioneering micro-level effort, embodying some of the key focus areas for India's rural development.

“The pioneering Hariyali Kisaan Bazaar initiative is unique, considering that it places the farmer at the fulcrum of the business model."

"The agri retail and services effort aims at enhancing the quality of lives in the rural India. With the success of the chain intractably linked with the success of the farmer, Hariyali aims to promote the farmers' productivity and profitability”, said Mr. Ajay Shriram.

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