Super Chain Theme: Life of Indian Farmers In Lockdown What if we are in a lockdown situation for more than a year? 17.05.2020 Pune, India
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Video: current scenario
Hear it from them “In my 21 years as a farmer I have never faced a crisis like this” says A. Suresh Kumar, a watermelon farmer in Chitharkadu village, Tamil Nadu. Source: www.ruralindiaonline.org
Hear it from them “The only reason I’m agreeing to such bad offers is because I don’t want such good fruits to just rot away. This has already put me at a great loss.” says M. Murugavel, 41, watermelon farmer in Kokkaranthangal village Source: www.ruralindiaonline.org
Ground Report
Data Points 1000 1500 Loses of grape Cumulative market Farmers in yard loss in Andhra cr cr Maharashtra Pradesh $1 79% Farm produce Of fruits & vegetables industry facing sale dropped by billion losses March 55% 50% Agri and agri allied Reduction in per workers not working quintal rate of currently mangos
Problem Identified The problem that we are trying to solve How might we improve the financial health of the farmers during these unprecedented times? ● How might we reduce the threat caused by this pandemic systemic breakdown to the financial stability of a ● farmer? Why is it an urgent problem? For the farmer the loss incurred in this year’s harvest due to uncertain market demands and connectivity of ● logistics, experiencing these uncertainties will deter her/him from attempting to grow produce for next year or cycle in his farm. This will result in a systemic collapse in the agriculture production for the coming year which can lead to a ● national food shortage, unable to feed everyone in our country What is the impact we’re trying to achieve? To improve or increase the farmer’s access to trusted information, trusted input services and trustworthy and ● a sustainable market.
Emergent Solutions
Personas Rajaram Shinde Ganesh Harak Hari K Ravi Awate Shanti Pillai 1.5 acre 3.5 acre 9 acre 30 acre 2.2 acre Location - Talegaon Dabhade, (35 km away from city) Location - Dhindori, Nashik Location - Adaguru,Mysore Location - Baramati Location -Belaguli, Tumkur (42 km away from city) (50.1 km away from city) (106 km away from city) (71 km away from city)
Rajaram Shinde, 45, Daily Activities Primary school Maharashtra, India Drops his children to school & goes to farm Monitor crop health & performs tasks as per the stage of crop cycle Attends village gatherings/meetings/discussions Bio Reads newspaper & posts in Whatsapp about farming related issues Rajaram is a marginal farmer. Owns around 1.5 acres of land & chooses to grow mostly vegetables in 50% of land & one cash crop/fruit in the remaining 50%. He is the decision-maker of the house and farm. Rajaram is social & well connected in his community & is curious when learning about new farming methods from Frustrations his peers. He has enormous tacit knowledge but lacks knowledge about the new development. His daughter uses a smartphone and usually helps him book a slot 1. Struggles to find correct on government portals to sell his commodities. Aspires for his daughter to go to price/information for commodities college but equally worried about the future of his farm & commodities 2. Multiple arrangements & phone calls to take his commodities to market 3. Financial planning for the next crop cycle which is heavily dependent upon Personality Traits the current status of the crop sales ● Friendly COVID-19 effect ● Giving ● Responsible 4. Due to the current crisis, he’s not sure ● Sociable where to take his produce as the “When I face problems in market is closed and that’s the only crops, my daughter helps option the farmer knows about. Goals 5. With this crisis, it makes him worry about me using her smartphone, I the future and his farm’s future do not know how to use ● To ensure quality education of his children one” ● Instill a safe and happy environment for his family and community
Hari K, 29 Daily Activities B.Sc Agri Karnataka, India Attend remote meeting/exhibitions with his father and friends Buys new equipment and gadgets frequently Studying different business models and Bio opportunity areas Video calls with friends and family Hari studied B.Sc agriculture from National University. He works on a farm with his father. Their main commodity is grapes and papaya, the secondary commodity is veggies. He is always open to new technologies, trends & models to try and implement in his farm & always looks for collaboration to get the best of price & Frustrations reach maximum consumers. Fairly tech-savvy & aspires to upgrade to latest phone and internet plans. He often tries to experiment with the crops & tries to pitch them 1. Struggles to manage things independently to nearby FPO & factories to get reviews. He loves spending quality time watching 2. Constant worry about uncertainties of weather movies, keeping updated about current scenario (health, food & money) & and other factors impacting their income and watching youtube videos health of crops 3. Not being able to get ontime information & test results of his small experiments Personality Traits COVID - 19 effect ● Moody 4. In current crisis, he’s finding other ● Curious ways to sell his produce and reaching to ● Outgoing Consumers directly on social media ● Enthusiastic 5. He finds it tough to educate or making the the farmer community aware on how to sail Goals through the current crisis and also convincing “I want to make my parents them to sell their produce as a community and community proud by ● To get recognised as a role model amongst his friends and community bringing innovation in ● Implement innovation in traditional methods being followed agricultural processes” ● To become independent for the sales of his commodities
Ganesh Harak, 38 Daily Activities 12th Pass Maharashtra, India Call /post updates to multiple farmers before going to market Schedule visits of FPO officials to his farm collaborate with them. Gets farm related materials (tools, fertilizers, etc) Bio from city to his village Enquire the availability of other farm Ganesh is a marginal flower farmer who owns one TATA pickup. He uses this Equipments from the nearby villages vehicle to transport his flower commodities to the market. TATA pickup is his secondary source of income as he uses it to transport labors, and commodities of other farmers till market. Uses a smartphone and posts his market trip schedules Frustrations on Whatsapp group where other fellow farmers join him according to their harvest’s quantity. He does not prefer taking out his vehicle unless it’s 70% full. For him, today farming business is a total loss as his major earnings go into buying 1. No business to his vehicle in land fertilizers, seeds, labour, etc and does not earn much profit for the next cycle. He preparation season has attempted to sell his goods directly to consumers but has not succeeded 2. Struggles to deal with EMI of the agri significantly because of no proper information & planning loan 3. Struggles to reach market on time due Personality Traits to collection of commodities of fellow farmers 4. Struggles to sell to direct consumers ● Planner and earn more profit ● Extrovert ● Family Oriented COVID-19 effect 5. With the markets closed due to the Goals “I’ve worked hard all my life current crisis, the pickup lies idle. to enable my children to get 6. His flower produce is being dumped as ● To utilize his vehicle capacity efficiently there is no market demand for flowers quality education so that ● To be a good family head who is fulfilling the needs of his family on time they can lead a better life ” ● To buy another piece of land and grow organic fruits
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