IT major's fund refined farm finance offering to 78,000 farmers based on behavior study
02 Jun 2020
1 min read
The study aimed to provide client inputs related to online purchase patterns of farmers to help it design a suitable offering
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
- 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