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
 INFORMATION
Farm inputs Marketing
•What to buy •Where to sell
•What brands to buy •When to sell
•Where to buy •How to sell
•How to use •At what price to sell
•At what price to buy

Technology
Package of practices Other Needs
Whether information Health & Education
Time of sowing Entertainment
New technologies Communication
Govt. Schemes and subsidies Miscellaneous needs
 I C T
Information 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
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.
•
• 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 NGOs Corporate Rural Marketing
Agriculture Definition
Decisions to produce saleable Marketing products produced Function that manages all
farm commodities involving in rural areas to urban areas activities involved in assessing,
all the aspects of the market stimulating and converting the
system or structure, both Marketing products produced purchasing power of rural
functional and institutional, in rural areas in rural markets consumers into effective
based on technical & economic demand for specific products
considerations and includes the and services to create
pre & post harvest operations. satisfaction & a better
standard of living for
achieving organisational goals.
 ICT in Rural Markets
Category Government Private NGO/ PPP

Infrastructure NIC N- Logue Simputer

Provision Tarahat,
Byrraju foundation
and Drishtee
Rural Services Bhoomi( Karnataka) MS Swaminathan Sewa
Foundation

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)
AADHAR
RETAIL
LIMITED
 ( value added
service )
mKrishi
( mobile agro-advisory
system)
 Broadband kiosk

(RURAL JOB PORTAL)

Automated irrigation
• http://www.ictrt.org.in
• http://www.dhan.org/themes/itforpoor.p
•