In rural India, farmers historically had limited access to high-quality input elements for both their fields and houses. Indian conglomerate DSCL has made RuralBusiness initiative to solve this problem, oriented to the creation of a chain of retail outlets in rural India to farmers and their families. Through its growing network of stores DSCL is able to create relationships with farmers and provide them with a variety of services for agriculture, including improved crop inputs, agronomic supp … Read more »

In rural India, farmers historically had limited access to high-quality input elements for both their fields and houses. Indian conglomerate DSCL has made RuralBusiness initiative to solve this problem, oriented to the creation of a chain of retail outlets in rural India to farmers and their families. Through its growing network of stores DSCL is able to create relationships with farmers and them. Using a variety of services for agriculture, including improved crop inputs, agronomic support, fuel, banking and consumer products The outlets also restore some of the production costs of farmers at harvest. When using the products and services offered by the shops, farmers are able to improve the quality of their crops and access to a network of helpful resources in an environment that once and as completely tangential to the benefits of agricultural research Technology reaped in other parts of the world. DSCL strategizes about how the company can benefit from these newly forged connections with millions of rural India.
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from
David E. Bell
Nitin Sanghavi
Source: Harvard Business School
37 pages.
Publication Date: Nov 15, 2007. Prod #: 508012-PDF-ENG
Hariyali Kisaan Bazaar: A Rural Business Initiative HBR case solution