Experiences in improving
farmers’ income
3rd December 2012
Hardworking Indian farmers are
constrained…
Small
Hinterlands
Heterogeneous
Poor Infrastructure
Vicious cycle of low productivity
Low Risk Taking Ability
Low Margin
Low Value Addition
Low Investment
Low Productivity
Weak market Orientation
Reaching farmers through eChoupal
Connectivity through Lead Farmer
6500 e-Choupals cover around 40,000 villages benefiting 4 million farmers
Buy-Sell Transactions – Pre eChoupal
Sell: sunk costs, inconvenience,
other losses
Price Discovery
@ Sell Transaction
Mandi
Transaction
Farmer
Market
Financing
Information
(Aggr)
Money
Lender
Extension
Center
VILLAGE
Knowledge
(Use)
Middleman
TOWN
Buy: high prices, spurious goods, information not timely
PRODUCT
&
SERVICE
PROVIDERS
Buy-Sell Transactions through eChoupal
Sell: Price discovery @ village, choice, efficiency
Knowledge
(Customized)
Information
(e.g., Price
Discovery)
Mandi
Farmer
Choupal Saagar
Transactions
Sanchalak
PRODUCT
&
SERVICE
PROVIDERS
Samyojak
PAN-INDIAN
VILLAGE
TOWN
Buy: Information + Customized Knowledge @ village, high quality,
competitive prices, superior service
Productivity Enhancement
A Holistic, Integrated farm extension program aimed
towards yield and quality improvement
CPK : A Grand Orchestra
FUNDS
Farmer groups
Panel of scientists &
ITC team
Private Input companies
Need Gap
analysis
-content management
BAYER CROPSCIENCE
-project plan
PRO AGRO
Package of
practices
ITC’s echoupal
Platform
Public Research
Instittues
Quality
Inputs
IARI, DWR
Quality
Inputs
MONSANTO
Market awareness
(Monitoring and Assesment,
Data capturing & analysis)
Private Output company
ITC
PAU
ARI
Ripple effect-village
meetings
UAS-D
Participation &
endorsement
DoA /Govt officials
Participating farmers
Communication & Publicity
Risk mitigation
DMs
DDAs
Newspapers
Extension workers
LOCAL EDITIONS
ADOs
Kisan Credit Card - SBI
CPK Value Proposition
Value
ITC
Traceability
Seed to Seed
linkage
Farmers
Channel
Partners
Incremental
Yield
End User
Interface
Risk mitigation
Data base
Incremental Sales
Process driven execution….
Deployed Trained Agriculture Graduates
Communication
Output
Measurement
Registration
Farmer meets
Training
Field visits
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 constraints
Infrastructure constraints
Improving Quality of Life in Rural India
[email protected]
Thank You