Enabling a philanthropic fund house to understand online adoption behavior of farmers for research

Public Sector and Governments

15 Apr 2020

Context

Farmer internet usage behavior with a focus on online research for farming practices & online purchase pattern
Purchase influencers & role of offline channels in farm inputs and the impact of credit & debt availability on the purchase

Our Approach

Detailed one-to-one conversations with N=78 farmers across 10 districts in the states of Gujarat & Maharashtra
Interview covered details about their internet usage patterns, key purchase criteria for agri-inputs, frequently visited portals, and online purchase history
Studied input cost break-up for multiple crops including fruits and vegetables, pulses, flowers, etc. and availability of credit through various sources for these inputs across crop cycle
Evaluated farmer inclination towards various formal & informal debt channels

Client got detailed customer feedback on various direct-to-farmer platforms and agri input channels used by farmers

Identified major influencers and purchase sources for farm inputs along with farmer exposure to credit & debt

Praxis Value Delivered

Client got detailed inputs for developing search and finance offering suitable for farmers based on key variables like crop sown, time of crop cycle, propensity to avail credit etc.

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Public Sector and Governments

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