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Since the last decade, India's prosperity is on an ascent and so is farmers' suicide trend.
  India - the land of diversity is also the land of disparity, where on one hand urban heartlands share the credit of being the growth engines while on the other rural hinterlands continue
to remain in debt.
Inadequate irrigation infrastructure, inorganic seeds & fertilizers, illiteracy and indebtedness is pushing farm productivity to its breaking point.
 
       
   
During the year, 75 Samriddhi centres were operational across the country.
  
     
   
45 more centres are now identified
for transformation in FY 2011.
  
       
     
  To achieve prosperity in totality is
deep rooted in the Mahindra ethos.
  We are therefore sowing the seeds of "Samriddhi' an alternative for the prosperity of rural India, which is home to 2/3rd of its population.
  Through 'Mahindra Samriddhi' initiative, we aim to nurture India's rural prosperity; inside out. It is a milestone in the Mahindra journey towards increasing farm productivity and enhancing rural prosperity.
MAHINDRA SAMRIDDHI
 
Conceptualized by Mahindra Tractors in 2007, the aim of Mahindra Samriddhi is to drive positive change in rural society by moving beyond tractors to agri solutions.
This initiative aims to bring about a paradigm shift in the agriculture industry by empowering an Indian farmer with various facilities like farmer soil and water testing labs, productivity demo farms, agri-clinics and counselling centres. It brings the best of agricultural know-how within reach of the farmer and helps him increase farm productivity. The initiative of ours is in line with UN's Millennium Development Goal to "End Poverty and Hunger".
 
   
   
Upto
March, '08
April, '08
to March, '09
April, '09
to March, '10
April, '10
to June, '10
Total
  Farmers
Impacted
2,124
10,800
26,132
11,383
50,439
The Need for Samriddhi
Stress factors identified among the farmers were
Lack of technical know-how on crop
production & protection.
Unavailability of affordable financial products at
the right time.
Inability to sell produce at right price and at right time to have increased net realization.
 
The environment scanning and analysis revealed a huge difference between the dependence on agriculture for livelihood in the country and the sale of tractors.
Thus the preliminary study underscored the need for synergy between engineering and agronomy.
Kisan no. 1 - Mahindra Samriddhi Samman
A pioneering customer-centric initiative for the farming community was launched in FY 2009-10. The award felicitates farmers who work together with Mahindra's Samriddhi centres to achieve productivity increase through use of innovative farming technologies.
   
Samriddhi Services in Action
In order to provide real time information and support to farmers, a 24x7 toll free help line and a multi lingual website, www.mahindrakisanmitra.com has been set up. Problems which are usually faced by farmers are addressed on a special programme on a local TV channel.
The break-up of the services and the number of farmers impacted by them, since the inception of this initiative till the quarter ended June 2010 is given in the table below:
   
   
Upto
March, '08
April, '08
to March, '09
April, '09
to March, '10
April, '10
to June, '10
Total
  Recommendations based on soil test
575
3,255
10,638
4,867
19,335
  Agri counselling
18
127
335
259
739
  Result & method demonstration
3
39
138
235
415
  Agri institution visits
0
8
31
3
42
  Mahindra Samriddhi Samman launch
0
9
30
30
69
 
  Farmer:
Ramesh Gordhan Chovatia
Jamnagar 		  Farmer:
Ravi Sudhan Patel
Raipur
  Crop Production: Cotton   Crop Production: Rice
 
  Parameter
FY 09
FY 10
Variance
   Parameter
FY 09
FY 10
Variance
  Yield/Acre
1,052 Kg
1,575 Kg
+ 523 Kg
  Yield/Acre
2,250 Kg
2,600 Kg
+ 350 Kg
  Cost of
Cultivation
per Acre
INR
12,885
INR
15,665
+2270
   Cost of
Cultivation
per Acre
INR
9,650
INR
9,315
- 335
  Product
Price per Kg
INR
26
INR
32
+ INR
6
  Product
Price per Kg
INR
8
INR
9.50
+ INR
1.50
  Productivity
2.12
3.22
52%
   Productivity
1.87
2.65
42%
 
 
Future Roadmap
Since development of Samriddhi Centers with the requisite capabilities and infrastructure is the main enabler for this initiative, the adjoining figure shows
the plan for a sustained growth trajectory.
Mahindra has always been at the forefront of customer centric initiatives and Samriddhi Centres are bringing us a step closer to our objective of providing affordable value added services to farmers under one roof.