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Enabling a philanthropic fund house to understand online adoption behavior of farmers
02 Jun 2020
Context
  • Client Description: Client is the fund arm of a leading IT major
  • Opportunity: Client wanted to understand farmer internet usage behavior with a focus on online research for farming practices & online purchase pattern as well as purchase influencers & role of offline channels in farm inputs and 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
  • The 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

Key Insights / Outcomes

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