Prof.

Dhirendra Apte

Symbiosis Centre for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing

Chapter / Unit - 9 :
Role of Agri retail Innovation in Rural India
 Prof. Dhirendra Apte

Symbiosis Centre for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing

Chapter / Unit - 9 :
Role of Agri retail Innovation in Rural India

Agriculture is the backbone of many rural

communities, providing income and employment
opportunities for local people.

It is also a crucial source of food, with rural farmers

producing much of the food consumed in their local
communities.
 Prof. Dhirendra Apte

Symbiosis Centre for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing

Chapter / Unit - 9 :
Role of Agri retail Innovation in Rural India

The agricultural sector in India is witnessing a boom with increased

technology proliferation and better awareness among farmers. This
is evident by the fact that the industry has seen a 53% growth in
foreign direct investment between 2017 and 2020, and the number
is estimated to grow substantially further by 2025.
 Prof. Dhirendra Apte

Symbiosis Centre for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing

Chapter / Unit - 9 :
Role of Agri retail Innovation in Rural India

One of the factors contributing to the growth is the increase in

population, which has fuelled the need for more food and the
entry of agri-tech industries into the field. With these changes,
all aspects of agriculture are evolving.

In this context, agri-retail is specifically essential as it is an

indelible part of the agriculture value chain. The rural market is
growing, and estimates suggest that agricultural inputs
contribute to about 50% of it.
 Prof. Dhirendra Apte

Symbiosis Centre for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing

Chapter / Unit - 9 :
Role of Agri retail Innovation in Rural India

Need for innovation in agriculture :

Modern agricultural tools improve efficiency and

productivity. Also, they use fewer resources, such
as water, fertilizer, and pesticides, and have a
lower environmental impact.
 Prof. Dhirendra Apte

Symbiosis Centre for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing

Chapter / Unit - 9 : Role of Agri retail Innovation in Rural India

What is the role of innovation in agriculture?

Feeding the rapidly increasing global population

amid the climate crisis requires the speed and
accuracy that technology provides. New
innovations in agriculture have shown us how
technology can help us build more sustainable
food systems and improve food security in every
corner of the world.
 Prof. Dhirendra Apte

Symbiosis Centre for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing
Chapter / Unit - 9 :
Role of Agri retail Innovation in Rural India

The agricultural sector in India is witnessing a boom with increased

technology proliferation and better awareness among farmers. This is
evident by the fact that the industry has seen a 53% growth in foreign
direct investment over 3 years, between 2017 and 2020, and the
number is estimated to grow further in the next 5 years.

One of the factors contributing to the growth is the increase in

population, which has fuelled the need for more food and the entry of
agri-tech industries into the field. With these changes, all aspects of
agriculture are evolving.
 Prof. Dhirendra Apte

Symbiosis Centre for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing
Chapter / Unit - 9 :
Role of Agri retail Innovation in Rural India

How is the Agri-retail sector helping farmers?

Companies in India and all over the world have acknowledged that the
purchasing power of people in the rural sector of India has increased
substantially.
Untapped resource :
They have also realized that the status of farmers in the country needs to
improve to cater to the increasing demand for food and resources. From the
point of view of farmers, this is very important as they can now procure quality
products at affordable rates.
Many of the Agri retailers offer door-to-door delivery, thus sparing the farmer
the inconvenience of standing in long queues and waiting for long periods for
the product to be delivered to avoid delays that can have disastrous financial
consequences.
 Prof. Dhirendra Apte

Symbiosis Centre for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing
Chapter / Unit - 9 :
Role of Agri retail Innovation in Rural India

Another essential service these retailers provide is the option of

purchasing products on credit or renting machinery required for
cultivation. This is important as it curbs the growth of the
unorganized financial sector, exploiting the lack of options that
the farmers always face.
It also helps establish the farmers’ creditworthiness, which can
help them secure loans later on. Their financial burden is
eased, and they do not have to settle for low-quality inputs due
to the lack of money.
Many retailers, along with providing inputs on a lease, also
educate the farmers on using them and thus mechanization of
the farming process, thereby contributing to increased yield.
 Prof. Dhirendra Apte

Symbiosis Centre for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing
Chapter / Unit - 9 :
Role of Agri retail Innovation in Rural India

Many retailers, along with providing inputs on a lease, also

educate the farmers on using them and thus
mechanization of the farming process, thereby contributing
to increased yield.

The agri-retailers function as the first line of support for the

farmers. They can be seen as their preferred point of
contact, offering solutions to everyday problems involved
in farming.
 Prof. Dhirendra Apte

Symbiosis Centre for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing
Chapter / Unit - 9 :
Role of Agri retail Innovation in Rural India

What are the challenges that agri-retailers face?

Low penetration of one-stop shops due to the huge investments required to
set them up.
Low footfall due to the lack of awareness among farmers and their
reluctance to change traditional practices.
Inability to get rid of middle persons and unlawful lending services
rampant in some regions.
Lack of engagement with the farmers and their evolving needs.
Difficulties in credit recovery and a lack of mechanisms to deal with it.
Lack of Adequate Compensation to Retailers in case of product failure
 Prof. Dhirendra Apte

Symbiosis Centre for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing
Chapter / Unit - 9 :
Role of Agri retail Innovation in Rural India
How has digitization helped address some of the
challenges for the agri-retail sector?
Digitization of data pertaining to agriculture can lead to
many benefits for farmers and those in the agri-retail
sector.
For starters, it has helped retailers connect directly with
farmers and enabled them to obtain comprehensive
product and crop information.
.
 Prof. Dhirendra Apte

Symbiosis Centre for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing
Chapter / Unit - 9 :
Role of Agri retail Innovation in Rural India
How has digitization helped address some of the
challenges for the agri-retail sector?
Digitization has the potential to increase engagement
with the farmers, regulate operations, adjust supply
levels and secure profitable partnerships.
Data regarding demand and supply trends can be used to
predict market conditions. Accordingly, resources can be
allocated to ensure profits.
 Prof. Dhirendra Apte

Symbiosis Centre for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing
Chapter / Unit - 9 : Role of Agri retail Innovation in Rural India

How has digitization helped address some of the challenges for

the agri-retail sector?

Kisan Konnect App

As per the founder and CEO of KisanKonnect app
Mr. Vivek Nirmal, "Eliminating middlemen has helped us
to reduce wastage and offer a fair price to the farmers, as
well as the consumers.
A passion to work with soil and farmers and producing
safe fruits and vegetables for loyal consumers has helped
Kisan Konnect to succeed.
 Prof. Dhirendra Apte

Symbiosis Centre for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing
Chapter / Unit - 9 :
Role of Agri retail Innovation in Rural India
How has digitization helped address some of the
challenges for the agri-retail sector?
Kisan Konnect App
KisanKonnect launches India’s first digital farmers market

Read more at:

https://government.economictimes.indiatimes.com/news
/technology/kisankonnect-launches-indias-first-digital-
farmers-market-for-urban-consumers/102225929
 Prof. Dhirendra Apte

Symbiosis Centre for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing
Chapter / Unit - 9 : Role of Agri retail Innovation in Rural India
How has digitization helped address some of the challenges for the agri-
retail sector?

Providing information about current prices, volumes, and inventory levels will
help the sector be transparent and bridge the information gap between buyers
and sellers.
Distributors can plan their sales effectively and apply innovative solutions to
manage the uncertainty associated with the field.
Digital payment is also beneficial as retailers can monitor their finances
better, and greater discounts can be availed by the farmer. Retailers thus can
keep a reliable account of creditors and help devise a credit score.
From the farmers’ perspective, this is beneficial as it can help them gain
credibility and secure easy loans in time of need.
Digitization will also help track supplies better.
 Prof. Dhirendra Apte

Symbiosis Centre for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing
Chapter / Unit - 9 :
Role of Agri retail Innovation in Rural India

Continued focus and innovation in agriculture is

essential to achieve self-reliance in this sector and
also ensure food security.

If agriculture and allied sectors can grow at least at

the rate of 4 percent per annum, then the overall
GDP growth of over 8 percent can become a reality.
 Prof. Dhirendra Apte

Symbiosis Centre for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing
Chapter / Unit - 9 :
Role of Agri retail Innovation in Rural India

Need for a viable and innovative agricultural policy.

The innovations in agricultural activities are required at the

National and at the regional level for enhancing the agricultural
production and productivity on the one hand and overcoming
the pitiable plight of the farmers.
The Innovations in agriculture need to focus on the vast
untapped growth potential in agriculture including
strengthening of rural infrastructure, promotion of agribusiness
and subsidiary farm enterprises and creation of more
employment to avoid migration from rural areas to urban areas.
 Prof. Dhirendra Apte

Symbiosis Centre for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing
Chapter / Unit - 9 : Role of Agri retail Innovation in Rural India

The climate change and rise in temperature is an

inevitable process in India. There is a need to focus on
development of drought-resistant, less water intensive and
short-duration crops in drought prone distinct of the
country.

India has to adopt many of the cost-effective innovative

irrigation techniques developed by Israel.
 Prof. Dhirendra Apte

Symbiosis Centre for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing
Chapter / Unit - 9 : Role of Agri retail Innovation in Rural India

It is essential to popularise and adopt innovative practices

in enhancing soil moisture conservation techniques
developed by various institutions within and outside the
country.
The need of the hour is to build confidence of small and
marginal farmers in India through right policies by ensuring
easy credit availability, remunerative prices for agricultural
products, supply of drought resistant varieties
 Prof. Dhirendra Apte

Symbiosis Centre for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing
Chapter / Unit - 9 :
Role of Agri retail Innovation in Rural India

Indian agriculture is a diverse and extensive sector

involving a large number of actors.

It has been one of the remarkable success stories of the

post independence era through the association of Green
Revolution technologies.
 Prof. Dhirendra Apte

Symbiosis Centre for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing

Chapter / Unit - 9 : Role of Agri retail Innovation in Rural India

How Agricultural Innovation Occurs:

Agricultural innovation typically arises through dynamic interaction

among the multitude of actors involved in :
Growing,
Processing,
Packaging,
Distributing and
Consuming or otherwise using agricultural products.
 Prof. Dhirendra Apte

Symbiosis Centre for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing

Chapter / Unit - 9 : Role of Agri retail Innovation in

Rural India

How Agricultural Innovation Occurs:

These actors represent quite disparate perspectives and
skills, such as metrology, safety standards, molecular
genetics, intellectual property, food chemistry, resource
economics, logistics, slash-and-burn farming, land
rights—the list is far too long to complete here.
 Prof. Dhirendra Apte

Symbiosis Centre for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing

Chapter / Unit - 9 : Role of Agri retail Innovation in Rural India

How Agricultural Innovation Occurs:

For innovation to occur, interactions among these diverse
stakeholders need to be open and to draw upon the most appropriate
available knowledge.

Aside from a strong capacity in R&D, the ability to innovate is often

related to collective action, coordination, the exchange of knowledge
among diverse actors willingness to use the innovations.
🞂
 Prof. Dhirendra Apte

Symbiosis Centre for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing

Chapter / Unit - 9 : Role of Agri retail Innovation in Rural India

How Agricultural Innovation Occurs:

Examples of how innovation has occurred in agriculture.

National Agro Foundation (NAF) has helped infusion of technology, soil
enrichment, efficient farm and water management, improved cattle
development, functional literacy, rural sanitation and public health, human
resource development, establishment of self-help groups particularly among
women, self-employment opportunities and facilitating institutional credit—to
address the problem of farm productivity in India.

NAF focuses on the poor and marginal farmers, women, unemployed youth,
and depressed communities. NAF works in about 250 villages
in Tamilnadu and has reached 30,000 rural families.
 Prof. Dhirendra Apte

Symbiosis Centre for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing

Chapter / Unit - 9 : Role of Agri retail Innovation in Rural India

How Agricultural Innovation Occurs:

A large part of NAF’s effort with farmers is to help break their initial
emotional barriers to new technologies. This may be considered an
attitudinal breakthrough.

Another initiative, the Center for rural development (CFRD), a training

cum village knowledge center, has been established in Illedu Village
of Kancheepuram district with classrooms, computer lab with internet
facilities, input and product handling center, farm machinery
workshop, model experimental farm, residential complex for trainees
and an open air theatre to cater to the needs of various sections of
rural community.
 Prof. Dhirendra Apte

Symbiosis Centre for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing

Chapter / Unit - 9 : Role of Agri retail Innovation in Rural India

How Agricultural Innovation Occurs:

NAF has also established a Research and

Development Center in Chennai housing a
comprehensive soil testing laboratory, food safety
and standards laboratory and a plant tissue
culture lab to provide agriculture support services.
 Prof. Dhirendra Apte

Symbiosis Centre for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing

Chapter / Unit - 9 : Role of Agri retail Innovation in Rural India

Conclusion :

The Agri-retail sector is an essential part of the agricultural

economy.

It contributes in many meaningful ways and helps farmers

take ownership of their processes and obtain a better yield.
Symbiosis Center for Management Studies

Prof. Dhirendra Apte

 Prof. Dhirendra Apte

Symbiosis Centre for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing

End of Chapter / Unit - 9 :

Role of Agri retail Innovation in Rural India

Thanks
Prof. Dhirendra Apte
 Dhirendra Apte

Symbiosis Center for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing
 Dhirendra Apte

Symbiosis Center for Management Studies

TY BBA : Sem 5 Fundamentals of Rural Marketing
 Dhirendra Apte

Symbiosis Center for Management Studies

TY BBA : Sem 5 - Fundamentals of Rural Marketing
What is Rural Marketing ?
 Dhirendra Apte

Symbiosis Center for Management Studies

 Dhirendra Apte

Symbiosis Center for Management Studies

TY BBA : Sem 5 Fundamentals of Rural Marketing