ICT in Rural Marketing

Problems of Indian Farmers

• Low yields• Inconsistent quality• Post harvest losses• Numerous intermediaries• Exploitation by the middle men in both buying and

selling products• Lack of market information and intelligence• Missing link between lab to land• Inadequate market infrastructure

Farm inputs• What to buy • What brands to buy• Where to buy• How to use• At what price to buy

Other Needs Health & Education Entertainment Communication Miscellaneous needs

Technology Package of practices Whether information Time of sowing New technologies Govt. Schemes and subsidies

Marketing • Where to sell• When to sell• How to sell• At what price to sell

INFORMATION

I C TInformation and

Communication technology

What technology?

ICT includes any communication device or application, encompassing:– Telephone– Radio– Television– Cellular phone– Computers– Networks– Satellite systems – Hardware and software– The Internet and its applications, WWW, Portals– Various services and applications-videoconferencing and

distance learning.

How?

• Reach nooks and corners of India• Give information about the outside world• Offer timely information about the prices, availability,

demand, etc., • Will be cost effective, timely and accurate• Offer entrepreneurship opportunities• Ensure a better supply chain• New technologies will reach farmers quick• Better production and income• Better standard of living of the rural people

So lets try and do A

SWOT analysis!

Strengths

• Comprehensive knowledge of Rural markets• Bottom-up Model for Entrepreneurship• Selection Sanchalak

Weaknesses

• Designing a Win-Win Transactional Model• Leveraging the logistics channel• Evolving and appropriate user interface

Opportunities

• Problems of the Indian farmers• Low Yields, Low Quality, Post harvest losses, Farm inputs

• Middlemen• Lack of Information and Intelligence• Missing Link between the Lab and Land• Inadequate Market Infrastructure

Threats

• Spreading Awareness and Winning the Confidence of Farmers

• Chance of Rejection of the Technology• Oppositions from Middlemen• Huge Investment Costs for the Co.

•Problems faced by Indian Farmers

• Rural marketing basically deals with delivering manufactured

or processed inputs or services to rural producers, the demand for which is basically a derived outcome.

Defining Rural Marketing National Commission

on Agriculture NGOs Corporate Rural

Marketing Definition

Decisions to produce saleable farm commodities involving all the aspects of

the market system or structure, both functional and institutional, based on

technical & economic considerations and includes

the pre & post harvest operations.

Marketing products produced in rural areas to

urban areas

Marketing products produced in rural areas in

rural markets

Function that manages all activities involved in

assessing, stimulating and converting the purchasing power of rural consumers into effective demand for

specific products and services to create satisfaction & a

better standard of living for achieving organisational

goals.

ICT in Rural Markets Category Government Private NGO/ PPP

Infrastructure Provision

NIC N- Logue Tarahat,

Byrraju foundation and Drishtee

Simputer

Rural Services Bhoomi( Karnataka) MS Swaminathan Foundation

Sewa

Agri Marketing Agmarknet E- Choupal Ozhwar Sandhiyes

Agri extension Universities EID Parry Pani pancyat

Availability of ICTs in villages

Scource--http://www.itu.int/ITU-D/ict/statistics/ict/index.html

Indicators of ICT• (Broadband) Internet access,• mobile penetration• Internet penetration rates• Mobile growth

Conventional transaction vs e-choupal costs for beans crop

• “Rural waves”• Tata Power signs MoU with MCX to

empower farmers ‘Sahyog’ (Partnership).• `Spreading ICT revolution to rural India.• Common service centers 1,00,000.

• RML- AADHAR (future group) Announcement / Corporate November 24, 2009, 17:09 IST

• RML- idea• RML- biostadt (rural retail)• RML- NOKIA• TATA-TELESERVICES –MANDIBHAV • TATA INDICOM- ossian (nano ganesh)• TATA INDICOM- sahayak• TCS- mkrishi• RCOM- kribhco (rural retail)• SREI –SAHAJ (rural broadband kiosk)• BSNL (rural kiosk)

AADHAR RETAILLIMITED

mKrishi (mobile agro-advisory system)

(value added service)

Broadband kiosk

(RURAL JOB PORTAL)

Automated irrigation

• http://www.ictrt.org.in• http://www.dhan.org/themes/itforpoor.ph

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