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A. Market Linkage for Small producer organisations

"Market Linkage for Small producer organisations" Marketing is a specialized function for small producers and their collectives. Their core competency lies in farming, small production and allied activities; and marketing capability is more often than not a key area of weakness. Various studies indicate that the producer share of the consumer rupee ranges from 35-50%. In case of value added products, this share is even lower. When a disproportionate share of the value added goes to the trade channels, it is indicative of market failure. This results in small producers receiving low returns for their efforts and leading a life of low quality. Co-operatives and Producer Companies are models that are designed to protect the interest of the small producers and ensure fairness in trade. However, they do not often possess the resources and capability to compete and win at the market place. There exists a need for small producer collectives to put in place modern systems and processes as well as professional management for efficient operations. LEDS provides the following support services to small producer collectives in the marketing function.


1. Sales and Distribution Support:

• Designing go-to-market strategy

• Build network of dealers- Distributors, retailers, wholesalers, modern trade etc

• Identification and management of Carrying and Forwarding Agents (C&FA)

• Grounding and capacity building of Sales Force

• Establishing and operating sales related IT and MIS systems

• Establishing and Logistics and warehousing systems

• Establishing and operating Finance systems

• Developing and implementing Core Work Processes

• Monitoring and evaluation of systems and processes


2. Consumer and Market Knowledge Support

•Consumer Preference Knowledge

•Market demand estimation

• Concept testing

• Distribution channel audit

• Positioning research

• Sales forecasting

• Pricing strategy


3. Marketing support

• Design of product packages

• Advertisement Creative for TV, Print and Social media

• BTL activities

       o In-shop and shop front promotion

       o Direct-to-consumer promotions

       o Product Sampling

       o Merchandising: Point of Sale Materials (PoS), banners, pamphlets

       o Roadshows

       o Exhibitions and stalls

       o Promotional activities at malls, institutions etc


2. Promotion of Farmer Producer Organizations

"Promotion of Farmer Producer Organizations." LEDS provides end-to–end handholding support to farmer producer organsations - Co-operatives and Producer companies to make their operations viable and help them achieve their goals.

Some of the key support that LEDS provides to FPOs is:


A. Institutionalization

• Registration

• Business Plan

• Vision, Mission, Goal setting

• Performance measures

• Training and capability building

• Core Work Processes


B. Strategy

• Idea generation and feasibility study

• Product strategy

• Consumer segments and market channels

• Go to market strategy

• Benchmarking


C. Operations

• Aligning operations systems to business strategy

• Driving efficiency and effectiveness in every part of their value chain

• Operations architecture design and implementation

• Procurement Systems

• Production Systems

• Supply chain and logistics systems

• Sales and marketing systems

• IT and MIS


3. Capability Building

"Capability Building" LEDS provides training to personnel from social enterprises, Co-operatives, producer companies and other voluntary agencies in various functional areas such as:


• Entrepreneurship development

• Leadership

• Governance of social organisations

• Financial Management

• Operations

• Marketing Management

• Sales and Distribution, etc


Launch of ‘Kabani’ pesticide free rice

‘Kabani’ pesticide-free rice produced by Wayanad Agriculture & Spices Producer Company Ltd (WASP) was launched by Elements in partnership with LEDS in the Kerala markets on November 1st 2014.

Completion of 100 trainings for CDB

LEDS has completed 100 trainings in partnership with Coconut Development Board in October 2014.

Palakkad Small Farmers Producer Company commences operation

The Palakkad Small Farmers Producer Company Ltd - a farmer collective incubated by LEDS have commenced operations in August 2014.

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