Historically, agriculture has undergone a series of revolutions that have driven efficiency, yield, and profitability to previously unattainable levels. Next, market expectations suggest a “digital agricultural revolution” to educate and engage farming industry operators worldwide.
Companies that rely on digital channels are expected to find innovative ways to engage farmers to penetrate more market segments.
Engaging farmers digitally will be the lifeline of the country’s growth.
Source: Food & Agriculture Organizations of the United Nations
Sproxil engages thousands of farmers with an innovative reward system through a network of retailers in India
Sproxil, with its trade channel partnership for consumer engagement, make the quote come true.
The journey of thousand miles begins with one step
The consumer campaign was launched to engage farmers and retailers across Punjab, Haryana, UP, and Bihar. The campaign’s objective to deploy a technology platform to attract more farmers and pick the product, as it is a seasonal product with heavy competition.
Who do we serve?
Tata Rallis, A Tata Subsidiary with a presence in Farm Essentials Verticals, is India’s leading crop care company. With 2,300 distributors that reach more than 40,000 retail counters with 80% coverage of India’s districts, it connects 1Million farmers and benefitted 5Million+ farmers through its agriculture solutions.
Expectations from us?
- To promote their flagship products in the “Dhanya” seeds division, Millet and Maize, during the peak season.
- To boost their sales to farmers over their competition
- Build reliable and enriched farmers’ and retailers’ data-sets for future usage
Although Tata Rallis managed to run a consumer loyalty program through Paytm vouchers, they sought a different approach to boost this consumer campaign.
How Sproxil managed to communicate differently with their people.
The most important were the users for this campaign – farmers and retailers. Sproxil managed to match the system with the people by adapting and making the project as engaging as possible.
- With its reach and marketing capabilities, realized that farmers did not use mobile phones or Paytm extravagantly
- A new methodology was required to gratify the farmers with instant cash rewards
- The obstacle or lesser use of mobile technologies disallowed the client to reach farmers directly
What we lack does not count – how we overcome hurdles is key to triumph
The massive challenge requires unique solutions
- We found out that the most suitable way to reach farmers was through their network of retailers. And retailers acted as our bridge between the client and farmers
- Our tech team ensures that instead of Paytm rewards, we gave cash coupons for instant gratifications to the farmers
The solution – From Print to Digital
The U-turn mechanism helped us reach our target segments with this campaign.
- Printed cash coupons with UNIQUE QR CODE for Millet and Maize were placed inside the seed packet. After they purchased the seeds, farmers can return the cash coupons to get instant cash from the retailers
- Next, retailers scanned the QR Code on the cash coupons or entered their Registered Paytm number to receive the cash in their bank or Paytm account with a 10% loyalty bonus
The innovation: Supporting digitalization, connecting farmers, transforming rural markets
Sproxil brought in some necessary changes not just for Tata Rallis but also for the retailer and farmers through the campaign. Digital enablement of the target segments ensured they receive instant gratifications and clients reach their objective to boost sales.
Tata Rallis, in this campaign, managed to engage 20K+ farmers, 1.5 lakh seeds packets tagged. Our campaign was state-of-an-art that achieved remarkable goals by bringing the digital approach to the agriculture sector, connecting farmers, and transforming India’s rural markets.
Sproxil specializes in running trade loyalty, consumer campaign, channel partner programs, and trade influencers campaigns.
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