TEAM MACK MANAGEMENT

CONSULTX 2024
CASE STUDY COMPETITION
 CONTENT
01 AGRICULTURE INDUSTRY, MARKET AND AMAZON INDIA

02 STATISTICS

03 SWOT ANALYSIS

04 FARMER’S JOURNEY

05 AWARENESS PHASE

06 EVALUATION PHASE

07 PROCUREMENT PHASE

08 BUSINESS OPPORTUNITIES

09 TESTIMONIALS
AGRICULTURE INDUSTRY, MARKET AND AMAZON INDIA

Amazon Kisan Program: Amazon Kisan Store:

The program was started in 2019. September 2021.
“farm to fork” benefits both farmers and consumers. The store aligns with the GOI's vision of empowering farmers and
Over 8,000 farmers are registered. leveraging technology to transform the farming sector.
More than 3,000 farmers supply their fresh produce.
Established 11 collection centers across India.
Agronomist Support.
Mobile App.

In 2022-2023, India's foodgrain production
was 3,296.87 lakh tonnes, an increase of
140.71 lakh tonnes compared to the
previous year.
India's agricultural exports increased by
6.04% to $40.90 billion in 2022-2023.
India's economy is agrarian, with over 54%
of land arable.
STATISTICS
Nearly 70% of India's poor, totaling 770
million people, reside in rural areas, and
nearly three-quarters of families in India
depend on rural incomes.
In 2023, the agriculture sector had nearly
Agricultural
148 million employees, decreasing from
Industry over 158 million in 2022.
In 2016, agriculture and related sectors
made up 17.5% of India's GDP.
The Economic Survey Report 2022-23 indicates a
decline in India's agricultural growth rate to 3%
in 2021-22 from 3.3% in 2020-21. The government
attributes the decrease in the agricultural GDP
share from 35% in 1990-91 to 15% in 2022-23 to
the rapid growth of the industrial and service
sectors.
The workforce participation rate for rural
females is significantly higher at 41.8%.
According to Byju's, 82.9% to 83.6% of
women are engaged in agricultural work
in India.

Other statistics about India's agriculture include:

According to Statista, around 60% of
4.39 million hectares of total wild harvest
India's population works in agriculture.
area.
This sector provides employment to over
2.12 million hectares of total organic area.
151 million people and contributes about
24 trillion INR of gross value added (GVA) for
18% to India's GDP.
agriculture, forestry, and fishing.
7.6 trillion INR for the livestock sector.
1.5 billion INR for fishing and aquaculture.

60%
However, India is a global agricultural
powerhouse. It is the world's largest
producer of milk, pulses, millets and spices, and
has the world's largest cattle herd
(buffaloes), as well as the largest area
under wheat, rice and cotton.
SWOT ANALYSIS OF AMAZON INDIA, KISAN PROGRAM AND
STORE
Strengths:
1. Leveraging Amazon India's e-commerce.
2. Offering high-quality agricultural inputs.
3. Enhancing productivity.
Threats:
1. Competition from existing players.
2. Uncertainty and volatility.
3. Security and privacy.
Weaknesses:
1. Regulatory compliance challenges.
2. Operational and logistical obstacles.
3. Cultural and behavioral differences.
4. Building trust and credibility among
farmers.
Opportunities:
1. Accessing the growing agricultural marker.
2. Utilizing digital innovations in agriculture.
3. Contributing to social impact.
 MAPPING THE JOURNEY OF AN INDIAN FARMER
from Awareness to Procurement of agricultural inputs and identify the pain points at each stage.
The journey of an Indian farmer from awareness to procurement of agricultural inputs can be divided into five stages: awareness, evaluation,
decision, purchase, and post-purchase. At each stage, the farmer faces different challenges and pain points, such as:

Farmers may lack timely information The farmer may face limited options The farmer encounters constraints The farmer may face challenges in After the purchase, farmers may lack
on agricultural inputs' availability, in agricultural inputs and challenges like fund availability, credit access, purchasing agricultural inputs, support for using, storing, and
quality, and suitability, as well as in evaluating them based on price, timing, input quantity/quality, and including distance, transportation maintaining agricultural inputs.
struggle with accessing and quality, and performance due to lack risk when deciding on agricultural costs, supply chain reliability, price Challenges include monitoring input
understanding technical best of skills for cost-benefit analysis and input procurement. External factors transparency, quality assurance, and impact on crop yield, soil health, and
practices. They often rely on return on investment assessment. like weather, market demand, compliance. Issues like adulteration, environmental sustainability. Limited
traditional sources like word-of- government policies, and social counterfeiting, and mislabeling can feedback and grievance mechanisms
mouth or local dealers, which can be norms also play a role. impact input quality and safety. may hinder problem resolution.
biased or outdated.
 AWARENESS PHASE: PAIN POINTS AND SOLUTIONS

Utilizing digital platforms, mobile apps, videos,

and infographics to reach rural areas leveraging
Amazon's brand reputation.

We offer personalized customer service Partner with organizations such as ICAR,

with a dedicated 4 to 10 digit number NSC, FAI, and CIBRC. Implement
for farmers, along with 24/7 support. Awareness blockchain and QR code technologies.

Collaborate with various experts for field guidance to Solutions Partners with Indian farmers to
farmers, utilize Amazon India's digital tools for produce and share digital content.
agricultural information, and deliver services through Earn through the Amazon Affiliate
mobile apps, SMS, IVR, newsletters, and chatbots. Program.
Amazon India can connect farmers through peer
networks, communities, and cooperatives to share
experiences on agricultural inputs. Multilingual farmer
magazine can facilitate interactions.
 EVALUATION PHASE: PAIN POINTS AND SOLUTIONS
Compare prices, features, and
reviews of agricultural inputs to
make decisions..
Supporting local manufacturing
and the "Made and Manufacture
in India" campaign.
Collaboration with local banks to
offer customers personal loans
and No-Cost EMI. Free samples or demonstrations.
Use AI and IoT for real-time
feedback to farmers.
Solutions
Promoting government schemes,
policies and subsidies online to
Offer regional and locally-made
boosts awareness,.
items to meet specific needs.
Simplify product descriptions
and demos in multi-languages
and visual tutorials.
 PROCUREMENT PHASE: PAIN POINTS AND SOLUTIONS

Enhances collection and delivery accuracy, tracking,

and last-mile ROI. Flexible delivery options reduce
failed deliveries. Direct purchasing from farmers
improves trust, procurement efficiency, and supports
MSMEs.

Offering farmers an online platform for ordering

Establish Farm Service Centres (FSCs) as
agricultural inputs with payment options, discounts,
convenient hubs.
offers, incentives, and value-added services.
Solutions
Efficient Reverse logistics is crucial Blockchain technology can create a transparent
for customer satisfaction in e- and secure agricultural supply chain by utilizing
commerce and retail. decentralized ledgers and smart contracts.

Amazon India can attract more micro, small, Efficient delivery service for farmers
and medium enterprises by directly with fast and reliable network, flexible
purchasing fresh produce like vegetables, delivery options, and safe handling
daals, millets, rice, and wheat using cashflow. using blockchain and QR codes.
 BUSINESS OPPORTUNITIES FOR AMAZON INDIA
India's agriculture sector has immense potential for growth and development, and Amazon India has recognized this opportunity through its Kisan Program and
Kisan Store. These initiatives aim to develop awareness, evaluation, and procurement of agricultural inputs to support India's Vision Viksit Bharat @ 2047 and to
achieve Sustainable Development Goals.

Organizing events during Agriculture festivals and sponsoring

Agro-tourism and conducting exhibitions. Workshops, training, and
webinars.

Donate Rs.1 to support Indian farmers. Collaboration with NGOs, Panchayats, Municipal
Corporations.

Developing existing infrastructure for last- Using services by AI agro start-ups,

mile delivery. KISAN GPT.

Strong partnerships with input suppliers, manufacturers, dealers,

and distributors. Separate section for Rental services nearby farm or
villages.
TESTIMONIALS “I am very happy with the Amazon Kisan
Program. I can buy quality seeds,
fertilizers, and pesticides at low prices
and with fast delivery. I also get useful
The Amazon Kisan Program by Amazon India is a information and advice on the best
customer-centric platform for farmers to procure inputs for my crops. The platform is easy
agricultural inputs and collaborate with stakeholders. It to use and secure. I recommend it to all
offers high-quality inputs, value-added services, and the farmers.” - Ramesh, a farmer from
connects farmers with various stakeholders. Leveraging Uttar Pradesh.
digital technology, the platform provides timely
information and solutions. It connects farmers with Farm
Service Centres and is praised as a game-changer in the
Indian agriculture sector by Dr. Rajesh, an agronomist and
consultant for the program.

“The Amazon Kisan Store has helped me to

increase my income and productivity. I can sell
my agricultural produce directly to the customers
on the platform, without any intermediaries or
commissions. I also get access to various value-
added services, such as credit and financing,
quality assurance and certification, feedback and
grievance, etc. The platform is reliable and
transparent. I appreciate it very much.” - Geeta, a
farmer from Maharashtra.
THANK YOU
Jai Jawan, Jai Kisaan 🇮🇳