The phenomenon of organized retailing,inspite of its tremendous growth in the last 2-3 years in India has just seen the tip of the iceberg. Under this backdrop, the agri sector has a tremendous potential to take advantage of this development. There is a need to evolve a frame-work of retailing that configures an efficient supply chain to benefit the retailers, farmers and the customers alike. While it can be intuitively derived that for this to happen, the retailer needs to be closer to the farmer, the underlying high costs for it deter this for small retailers.This project has given interesting findings that can help the company to develop a new line of business targeting the High Net worth farmers of the Saurashtra and nearby areas through developing a special agri inputs delivery model specifically focusing that group.After the study of all the factors, it can be deduced that land holding size, age and education level of the farmers had some impact of their buying behaviour and the driving factors for the buying of agri inputs which concluded that personal relations, quality products and special discounts were some of major reasons for purchase of agri inputs by farmers.

Mrs. Mohita Rajiv Kumar, did graduation, BSc HSc (Nutrition & Dietetics) from GB Pant Univ. of Agri. & Tech, Pantnagar,(UK). Thereafter completed MBA in Agribusiness from SK Rajasthan Agri. University, Bikaner, Rajasthan. Afterwards worked as Business Development Officer(Corporate Comm.) in Champion Agro Limited, Rajkot,Gujarat an Agri retail firm.