Hi Friends,

        

The 14 case studies in the book establishes that it would be possible to build value chains which can include and benefit small farmers, producers and artisans by opening new opportunities of increase in demand at faraway places, which were not accessible earlier to them because of their minimal capacities.

The case studies include the experience of poorest producers and Studies products such as fresh produce, food grains, forest products, fish, poultry and handicrafts, featuring producers from Gujarat, Madhya Pradesh, Bihar, Orissa, Andhra Pradesh, Maharashtra, Karnataka and Tamil Nadu. The author acknowledges the courage of these pioneers who have decided to venture into this unknown and new territory. Their courage and boldness have to be appreciated in the context of the fact that in case the judgment turns out to be a mistake they would have lost their entire livelihood.

The book will be a source of inspiration and information to all other small producers to learn from those who have already been part of the supply (Value) chains. To quote: “This book explains the usefulness of the value chain approach in general, and offers both evidence and optimism that  a large company and unorganized producers can work together to transform the landscape of a particular sector, and to create an inclusive win-win situation for major stakeholders in the value chain.” 

India is a place of contradictions in several aspects. There is a section of group which is highly motivated, talented and marketable capabilities. This section is enjoying the fruits of globalization and liberalization. But on the other hand there is another section that has mismatched capabilities and competencies that  is not in tune with the new world. “This India is a country of small farmers. About two-thirds of its 1.1 billion people still live in rural areas and farming is the mainstay of their livelihoods. India’s call centers and software houses, and the lavish lifestyles of its billionaires may be internationally well known, but for the average urban middle-class Indian, one of the most dramatic changes has been the long-delayed retail revolution. ‘Modern’ retailing – in the form of self-service supermarkets – has come late to India”.

This Modern retailing is something novel, exciting and at the same time that creates a sense of déjà vu with the scale of operation and magnitude of business.   It also creates apprehensions about its potency to demolish the more known, comfortable Kirana Shop, and Maa-baap establishments, which were offering a more comfortable and personal, touch to the business than the new one that is more impersonal but offers an efficient but cold service. However from the point of view of the supplier or the small time producer of products creates a new opportunity or the Value chain. The value chain occurs with the elimination of the middleman or dallal and creating a direct link with the retailer thereby with the last person in the chain- the customer.