DCM Shriram Consolidated’s (DSCL) decade-old pilot project, Hariyali Kisaan Bazaar (HKB), is finally growing up to be a full-fledged organised rural retail store.
When started, it was mostly about marketing its own range of branded fertilisers and crop nutrients in an organised and a transparent way. Today close to 275 HKB stores draw ‘farmers’ to the stores because it offers a range other than just agri-based products.
“Today our focus has grown more in diverse areas. Retail sales are growing and HKB growing at 30% year-on-year is already contributing around R800 crore to the books,” said Ajay S Shriram, CMD.
Sales from non-agri products at HKB is growing and contributes 40% to the company’s revenues. Non-agri products including consumer, household goods, apparel, automotive and financial products, mobile SIM cards and bicycles are now finding their way into HKB stores.
The company’s Rs 4,152-crore turnover for 2010-11, contributing around 60% to its revenues, comes from agriculture products.