Anuj Kumar - Managing Director
KNIDS GREEN provides an integrated value chain for equitable and holistic development of small, marginal and landless Growers and roadside Vegetable Vendors.
Problem: While the SMAL
(Small, Marginal and Landless) Growers face the problem of unavailability of
Direct Market Access, Delayed Price Discovery, and Unfair Practices by the
Middlemen, the Road Side Vendors suffer because of the Left-Over Vegetables,
Uncertainty of Income and Long Working Hours, the Consumers suffer because of
Price Fluctuations, Unhygienic Product and Non-Assurance of the Quality of the
Solution: To address these
problems faced by the different stakeholders of the value chain, KNIDS GREEN
found solution in form of Samriddhii(TM) Grameen Kendra, the collection center
for the vegetables from the farmers’ fields. These centers are located at the
village level and provide the direct market access to the growers along with the
advance procurement price mechanism. For the roadside vendors, KNIDS GREEN
developed unique Samriddhii(TM) AC Green Carts and Samriddhii(TM) Value Chain.
Samriddhii(TM) AC Green Carts are the unique vegetable vending carts, which has
the facility to retain the freshness of vegetables for a longer period.
Samriddhii(TM) Value Chain is the front-end distribution network, which takes
care of the problem of the leftover vegetables, by taking back the leftover
vegetables from its vendors. The consumers of KNIDS GREEN get the fresh and
hygienic vegetables in packaged form which passes through 3-stage quality check
to maintain the quality and the uniformity of the produce. KNIDS GREEN has also
introduced the fixed prices for the produce throughout the day, which helps consumers
in deciding their purchase.
Impact: The Impact of the initiative by KNIDS GREEN
has been in form of direct market access to the farmers and increased income
up to 1.5 times. The vendors on the other hand don’t have to worry about the
losses, as they are assured of income in form of fixed salary and incentives
for higher sales. The consumers are benefited by the availability of the
assured quality of fresh and hygienic produce at competitive prices.
KNIDS GREEN is looking for an investment of around INR 50 Million (USD 0.85
Million) as a mix of Debt and Equity.