Dealer to Leader:A New Approach to Promotional Programmes

摘要

In spite of undertaking promotional and developmental activities at various levels by different agencies, the desired growth in farming sector is not achieved. The fragmented approach has resulted in more confusion in the minds of the farmer. An integrated approach was taken up by Paradeep Phosphates Limited through Navratna Krishi Vikas Project initially in Orissa and Chhattisgarh and subsequently in Bihar and Jharkhand by adopting cluster of villages and undertaking total upliftment programme .With the success of the programme the same model was tried through the lead dealers. The dealer who adopted one village was named as Star Dealer and the village was named as Star Dealer's village. Backed by technical assistance from the company and sharing 50 % of the developmental expense, the dealers developed interest in the scheme where they not only gained financially on higher turnover but also gained reputation as social leader. The scheme is gaining momentum as more and more dealers are coming forward to adopt villages.