CFCL in the Service of Farmers

摘要

The promotional,and extension programmes of Chambal Fertilisers and Chemicals Limited (CFCL) started way back in the 90's,before its actual commercial production.CFCL since its inception was engaged in extension education/rural development activities like any other agri-input company with a prima facie objective of its brand building and social responsibilities.A spectrum of field activities across its marketing area was taken up to build on the Chambal brand and its Corporate equities.Over the period CFCL has established its credentials through multiple offerings along with consistent quality of products and services.Although the programme touched millions of families,it was felt that the benefit could not be quantified in view of an unknown face of beneficiary,a dispersed range of services and diffused focus.CFCL soon realised that any extension plan has to be necessarily a part of the business strategy rather than only service orientation,since the programme needs to be scalable,replicabie and measurable.Hence,the focus shifted from generic services to focused activities,based upon the changes in market place,new opportunities,liberalisation,increased competition,etc.With an overall objective of enhancing farm income,employment generation and farmers' access to latest technology to improve quality of life,Uttam Bandhan came into existence in 2002.CFCL since then has made a humble beginning,wherein the income of 75000 selected farmers have increased substantially through intervention at different levels of the agriculture process such as soil,seed,water,plant,market intervention,animal husbandry and human health.CFCL plans to take this initiative to over 3 lakh farm families in the next 3 years.