One Stop Shop For Farmers and Farm Support Services
In its endeavour to be a holistic agriculture solutions provider, Zuari Agro Chemical Limited, one of India's largest fertiliser conglomerates, had introduced its own retail chain of agribusiness hubs under the brand name ‘Jaikisaan Junction’ as a one stop agri shop that helps to ensure that Indian farmers grow high quality, products . This chain serves farmers by facilitating their all agricultural needs and provides free agricultural consultancy services ranging from sowing to harvesting of crops. Through this unique initiative the company not only provides agri inputs to farmers but also business opportunity to rural youth and employment to agriculture graduates.
The business model in action
The real-time information and customised knowledge provided by Jaikisaan Junction enhance the ability of farmers to take right decisions to secure quality and productivity. Besides the artistic display of entire range of agri input products in an approximate area of 700 square feet, the Junction is equipped with internet supported audio visual aids which display photos and video recordings on scientific crop management practices. This one-stop-shop offers a complete range of fertilizers and wide array of agri inputs such as pesticides, speciality fertilisers, crop nutrients, high yielding seeds and agriculture equipment such as sprayers, tractors, micro irrigation systems, tools etc. This multi-utility outlet is equipped to provide other supportive services such as soil testing, market information, crop insurance and agronomic expertise. The store is managed by a store manager and has a consulting agronomist to advise farmers on modern scientific practices. Besides promoting products, Jaikisaan Junction provides trainings and idea-sharing opportunities enabling the agricultural community to share and gain knowledge about new age farming techniques and cultivation practices. An attractive ‘loyalty rewards program’ has been designed in order to retain the old customers and attract new ones. The active participation of farmers in this rural initiative has created a sense of ownership in the project among the farmers.
This initiative continues to gather momentum and the enthusiastic response from farmers has encouraged ZACL to plan for the expansion of the retail stores in Maharashtra, Karnataka, Goa, Andhra Pradesh and strategy to tap North-East for exponential growth. On the anvil are plans to open 140 stores in these states by March 2016.
The Jaikisaan model has been specifically designed to meet the challenges posed by the distinctive features of Indian agriculture. Backed by intensive research and knowledge, this initiative provides qualitatively superior farmer-extension services and involves pro-active handholding of farmers to ensure productivity gains.