Public Sector and Governments
Enabling a philanthropic fund house to understand online adoption behavior of farmers for research
15 Apr 2020
  • Client Description: Client is the fund arm of a leading IT major
  • Opportunity: Client wanted to understand the following:
    • 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

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 
  • 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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