Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
On
TATA RURAL VENTUREs
TATAs
Reaching out
out to
Rural India
India
TATAs Reaching
to Rural
Content
Their Businesses
Chemicals
Food Additives
Fertilizers
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Objectives
Help Farmers Create Value
Improve Relationship with Farmers
Strengthen the Tata Brand in rural areas
Create a new distribution channel for
agriculture inputs
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Access
Create
Manage
Tata Kisan
Kendra
Evaluate
Integrate
GIS are computerised systems that record, store, analyse and produce maps
and geographic products based on information obtained from different
sources.
The Tata Group's precision-farming concept uses GIS to manage and analyse
data collected which includes census data, revenue data, socio-economic
surveys, satellite imagery, soil-mapping data and market studies.
TKS combines collected data with the spatial data generated by the GIS facility
and correlated with socio-economic information such as the name of the
owner of a plot of land etc.
The initial screen of the GIS Software shows the view of the entire state where
user gets the choice of selecting the location he wants to select from the state.
Geographic Information
System
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Easy
availability of
credit
Increased
competition within
farmers helps in
improving the
productivity
Easy leasing
of the farm
equipments
Accessibility
to the latest
technological
knowhow
Better
prices for
the final
product
Knowledge
sharing
Benefits
to the
farmers
Availability
of crop
insurance
Agri Inputs
Fertilizer : Urea, DAP, MOP, NPK etc
Specialty Fertilizers : Zinc Sulphate, Micro Nutrients,
Calcium Nitrate, Organics, Water Soluble Fertilizers
Seeds : Field Crops, Vegetable Crops
Pesticides : Entire range
Cattle Feed : Two Grades
Farm Tools : Manual Implements, Sprayers, Roofing
Sheets, Solar energy devices
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Agri Services
Soil Testing
Advisory Services
Contract Farming
Own Seed Production
Application Services
Farmer Engagement Programs
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Relationship building:
Farmer membership (individual & group)
Accident insurance to members
Farmer meets
Crop seminars
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The Spoke
800 Franchisee TKSs
110 Agronomists
Reaches more than 25 Lakh
farmers
27,200 villages covered 26
The Hub
Resource Centre computerized & a database
of farmers being built up
Research & Demo Farms
Storage facilities
Soil and water testing facilities
Information source and training centre
Recreational amenities
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The Spokes
Quality Agri-Inputs (fertilizers, seeds, pesticides,
herbicides and micronutrients)
Farm Equipment leasing
Farm Advisory Services latest info on weather,
market pricing & crop production
Contract Farming
Farmer Credit Financing
Produce Buyback
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Kisan Sahyog Parivar farmers encouraged to form SHGs that provide a platform
for facilitation of credit as well as learning and sharing between them
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TKS Offerings
The TKS services can be divided into three broad
categories:
Basic services
Output based services
Premium services
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BASIC SERVICES
Soil Testing
For Macro and Micro Nutrients in the soil, helping
the farmer make an informed decision about what
nutrients to apply in his field.
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Cont.
Agri advisory and Complaint Management
On field addressal of various problems faced in crop
cultivation make life convenient for the farmer.
Proper and timely advice leads to lesser errors and
increased profitability for the farming community.
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Cont.......
Bringing the latest knowledge to farmers on various
aspects of agriculture helps to update the existing
formidable knowledge base of the farming populace,
equipping them for tomorrows challenges. This
knowledge covers farm related issues like integrated
pest management and integrated nutrient
management and is imparted through Farmer Meetings at village level
Crop Seminars at central locations
Educational Trips to plants, Agri University fairs etc.
Crop specific mobile programs
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Cont.
Own Seed Production
Aimed at the improving the availability of quality
seed in the market as well as fulfilling a gap in the
retailing of seeds, TKS does own seed production
for select seeds like Wheat, Paddy etc
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PREMIUM SERVICES
Foliar Application Services
An innovative service exclusively available through Tata Kisan Sansar
where controlled and supervised application of a unique blend of
products, which have been tested for their complementary effects on
farm yield, is done through TKS agronomists.
This ensures a bumper yield while maintaining the soil health of the
farmers field and which is customized according to crop .
Addressing areas of crop nutrition as well as crop protection, this
service is an example of departure from traditional practices that Tata
Kisan Sansar is driving, combining accelerated growth with
unprecedented convenience.
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Cont
Farmer Engagement Program
Another exclusive and unique initiative by Tata Kisan
Sansar which provides a complete real time analysis of
the entire farming practices with customized
interventions for select members, with a tracking of
incremental benefits over successive seasons. This
intensive association with the farmer throughout the
crop cycle is symbolic of the dedication and focus of the
Tata Kisan Sansar team to deliver the best solutions in
agri space.
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TCS - mKRISHI
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Solutions We Offer
TCS mKRISHI platform can be used as a tool by
any organization, including corporate houses and
enterprises, that want to focus on the rural sector
to perform transactions, capture field information,
and process and research that specific critical
information.
The platform can be customized according to the
needs of each customer.
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mKRISHI Lite
mKRISHI Lite is an Interactive Voice Response (IVR)
- based system offered as an entry-level service to
farmer in addition to an experts web-console
interface.
Farmers dial a common number (called the IVR
service number).
They follow the directives to perform their
transactions or reach out for solutions / advisories.
The availability of information in farmers regional
languages enables better engagement and
convenience.
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mKRISHI Regular
mKRISHI Regular constitutes a mobile application
on the farmers handsets pushing information
through the interface between the mobile
application and an experts web-console.
The entire application is customized and
personalized according to the farmers regional
language to aid convenience in communication.
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mKRISHI Plus
mKRISHI Plus includes critical weather information
dissemination using Automatic Weather Station (AWS)
in addition to the mKRISHI Regular offerings.
AWS enables pushing JIT location-specific personalized
weather information to the farmers, including
important weather parameters like rainfall,
temperature, humidity, etc. at regular intervals.
Weather being a crucial element for every farming
practice and operation, providing this information is
vital.
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Business Benefits
TCS mKRISHI platform integrates multiple
technologies to empower farmers with vital
information based on specific needs like weather,
fertilizer and pest control.
It allows them to check for information in their local
languages with image and voice through mobile
phones and provides the relevant information.
The convergence of these critical technologies with
specificpersonalization and scalability benefits both
customers and farmers.
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Pain Point
As per World Gold Council estimates, about 60% of the gold in India is
bought in small towns and villages.
Today, goldsmiths and jewellers are cheating gold buyers in a big way
by adulterating the yellow metal with iridium and ruthenium.
Seeing a business opportunity to help gold buyers get pure
gold, G
oldPlus from Tata is now hard-selling its jewellery in small
towns across India.
In an effort top compete with local jewellers in rural areas and small
towns, the brand has launched big campaign in rural areas of India
where sale of gold is very high.
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Marketing
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Oct'03
Dec'03
Mar'04
June'04
Sept'04
Dec'04
Apr'05
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Target segment
(70% of rural
India)
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Titan Sonata
Sonata, a division of Titan Industries launched
in 1997, targets the mass market in watches.
Priced between Rs 395 ($8) and Rs 1250 ($27),
Sonata is the largest selling watch brand in the
country, with volumes of over 4 million units
annually.
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Project Swades
Sonata launched project Swades, aimed at
changing people's mindsets and making them
aware of the value of time. Titan Sonata used
these learnings to project a watch as
something that will help people progress, The
message communicated to people that a
Sonata watch from Tata is reliable, of good
quality, affordable and can be instrumental to
their success.
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Contd..
This distribution centre has the facility of sorting,
grading and packing of all fresh produce; four
ripening chambers of 10mt capacity each (to ripen
fruits like banana) and four cold storages of 25mt
each.
Tata Chemicals has strong links with Indian farmers
with its sales of fertilisers, chemicals and other
grower requirements through its network of Tata
Kisan Sansar distribution centres throughout India.
This will help Khet-Se have a big advantage in
sourcing high quality fresh produce.
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straightline.in
Tata-SAIL joint venture to help rural Bengal shop
online 2007
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Concept
Straightline.in, the e-shop of Mjunction Services, a
Tata Steel-SAIL joint venture, is set to offer rural
people in West Bengal opportunities to buy an array
of products online directly from manufacturers.
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Purpose
To provide the facility, straightline.in has forged a
partnership with Gramin Sanchar Society,
commonly known as Grasso.
The purpose behind the partnership is to take
advantage of services of Grassos more than 200
community information and service centres (CISC),
which being spread across the state, are already
offering rural people a host of e-services including
rural telephony, mobile banking and information on
Agriculture.
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Benefits
As these CISCs have direct access to people in those
areas, these centres have been chosen by the eshop as an ideal platform to reach out to people
and draw them into e-commerce.
The people will get various products directly from
manufacturers at competitive prices and with
assured delivery of the ordered products.
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Benefits (cont.)
The e-retailing will kick off with products like
construction materials such as TMT bars,
manufactured by SAIL and Ramswarup Industries,
pipes by Tata Pipes, cement by Lafarge, paints by
Berger Paints and storage and PVC tanks produced
by Patton Tanks.
Farm inputs like seeds, fertilisers, pesticides and
agricultural implements have been lined up as the
next products for e-transaction. These are to be
followed by electronic appliances, fabrication
products and consumer goods.
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TATA BP Solar
Making the sun rise
Tata BP Solar has been
at the forefront of solar
energy field since 1991.
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TATA BP SOLAR
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Cont..
"Solar power is clean, eco-friendly and the most
easy-to-set-up source of power. You don't need
large transmission towers, lengthy cabling and
heavy switchgear. You can light an entire village in
less than a week," says K Subramanya, COO, Tata
BP Solar.
The needs of the rural people are simple: fuel for
cooking, water for drinking, light for studying,
and television and telephone for entertainment
and connectivity.
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Cont.
Tata BP Solar has a slew of products such as solar home
lighting systems, solar lanterns, solar cookers and solar
hot water systems, the innovation is in the packaged
solutions that they have designed for specific segments
in rural India:
Sunbank, a customised package for rural banks that are
being computerised, consists of a power pack along
with solar modules, batteries and controllers, and
provides power for three to six hours a day. The
company is looking at powering ATMs next.
Suraksha, a solar-powered communication system,
helps police stations function effectively.
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Arunodaya
Arunodaya, the company is trying to make banks
aware of the positive cost-benefit ratio of solar
products, and banks have started giving loans.
Arunodaya's objective is not to market solar
products but to spread awareness about solar
energy and its applications through seminars and
workshops.
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Lighting up Ladakh
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NEED OF SUNBANK
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TATA SPECIFICATION
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Tata Rallis
Rallis India is one of Indias leading agrochemicals
companies.
It has more than 150 years of experience in
servicing rural markets and a comprehensive
portfolio of pesticides, herbicides, fungicides and
plant nutrients for Indian farmers
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Areas of business
The domestic formulation business caters to the
crop protection and yield enhancement needs of
the Indian farmers through a wide portfolio of
products, including insecticides, fungicides,
herbicides, plant-growth nutrients and seeds.
The domestic institutional business caters to the
bulk and technical requirements of institutional
customers.
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The changes
Gaining the farmers confidence was the key to the
success of Rallis's model.
The idea was to entrench in the farmers minds that
this was not another purely academic experiment.
Rather, it was crucial to make them see that the
experiments success would mean their success as
well. "We didnt want to be remembered as fly-bynight operators," asserts Mr Oberoi.
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A TATA ENTERPRISE
A TATA ENTERPRISE
Tata Motors
Tata Motors Ace
Tata Motors Nano
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Cont..
Tata Motors commercial vehicles are known
for their reliability and durability.
Seven out of every 10 trucks on Indian roads
proudly carry the Tata logo.
But the smallest vehicle it made was a fourtonner, which was too big to be economically
deployed in large numbers in small towns.
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looking-for-a-balance
customer
return-on-investment customer
acquisition-price-sensitive customer
Dealing an Ace
The company realised that the entry level for
the semi-urban and rural market was a
product between a three-wheeler and a pickup truck, at a price-sensitive level. It put
together a team to develop such a vehicle,
and it came up with an Ace.
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Tata Motors has decided to focus on semi urban and rural markets to sell
the peoples car apart from the middle class in the urban areas.
Distribution: Tata Motors is implementing a hub- and-spoke model for
Nanos distribution, which would mean that it would involve increasing
dealership points as well as adding sales and customer touch points.
Tata Teleservices
In India's metros, state capitals and small towns,
telephones have morphed into cell phones. From the
high-powered executive in his tinted-glass Mercedes to
the vegetable seller down the road, people everywhere
are chatting, getting information and doing business on
the cell phones.
But it's a different story in India's villages, where many
are yet to see a telephone. Communication is still a
problem, and most villages are yet to savour the
benefits of Alexandra Graham Bell's remarkable
invention. Of the 70 per cent of our population that
lives in rural India, only 1.5 to 2 per cent are connected
through a telephone.
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Cont ..
In 2002, in an effort to increase rural teledensity, the government set up a universal
service obligation (USO) fund. Telecom
operators had to give a certain percentage of
their gross revenues to this fund. It also
mandated that every telecom operator must
provide telephone services in rural areas each
year, up to a certain percentage of their
annual business turnover, which would be
subsidised from the USO fund.
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Challenges
Villages cannot be accessed easily owing to
their remote location; setting up a network is
fraught with difficulties
The investment required is high and the
returns are very low, as many villagers cannot
afford the cost of telephone services.
It's also difficult to get people to work in
these areas; they are remote and lack
amenities.
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Cont
Electricity is one of the primary requirements for
telecom services, but many villages do not have
electricity.
Diesel generators are expensive and can work only
as a stopgap measure.
The government is supposed to help telecom
companies get electricity, but the companies have
to do most of the work and also bear the cost
To communicate the benefits of the product to the
people, as many of them are illiterate.
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Tata Sky
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TIE-UPS
Rural penetration through ITC E-Choupal and
Godrej Aadhar.
Also for its distribution, TATA Sky has a tie up
with ITC International Business Division.
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References
www.tatatkk.com
www.tatachemicals.com/farm_centre/overview.htm
www.tataaig.com
www.tataaig-life.com
www.rallis.co.in/aboutus/tatavalues.asp
www.tatamotors.com
www.tatabpsolar.com
www.tataindicom.com
www.infibeam.com/Watches/Titan.xht
www.tatatea.com
www.businessline.com
www.economicstimes.com
www.businessstandard.com
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