Abstract
The 'Hariyali Kisaan Bazaar' seeks to empower the farmer by providing all solutions under one roof. 'A Mall for Farmers' that ensures last mile delivery of relevant and current farm technology, the entire range of agri and non agri products, farm fuels, output buy back of farmers' products etc. leading to increase in productivity and profitability. Centres are IT enabled capturing critical data relevant to farmers, providing inputs about market prices, including access to weather forecast and latest technical knowledge. Hariyali is assisting in Providing Urban Amenities to Rural Areas (PURA), Aggregation of Farm Produce and the use of IT. Such efforts are further strengthened at the national&international levels by banks, IFFCO, IT industries, nutrient experts for hybrid, farming first, WQM run by ACIAR&DWR, CSISA run by IRRI&CYMMIT, IFAD, ASDD, EADN&CSFD programs. The case study highlights Hariyali as an innovative business model which can be a catalyst for the social change and inclusive growth as well as additional efforts which can be supported with Public-Private Partnership. Consecutively, it would enhance unique rural capability to address fragmentation in agriculture, improve income levels, living standards of the farming community, while being a commercially sustainable business in national growth.
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