GreenPort - Rural Transformation Centre™ (RTC)

GreenPort - Rural Transformation Centre™ (RTC)

Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

RTC will be an integrated hub and spoke model with an Agro Food Park. The idea is to integrate all aspects of rural supply chain and thus have an economic and social impact on the farmer through RTCs. RTC will be located at Mandal or Taluk head quarters. RTC will be the collection centre and will supply various agricultural produce to the Agro Food Parks or supply to the markets.

About You
Project Street Address

Kodur Village, Chilamattur Mandal

Project City

Anantapur District

Project Province/State

Andhra Pradesh

Project Postal/Zip Code


Project Country
Your idea
Country your work focuses on:


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What stage is your project in?

Idea phase

What is the average monthly household income in your target community, in US Dollars?


Describe your idea in fewer than 50 words.

RTC will be an integrated hub and spoke model with an Agro Food Park. The idea is to integrate all aspects of rural supply chain and thus have an economic and social impact on the farmer through RTCs. RTC will be located at Mandal or Taluk head quarters. RTC will be the collection centre and will supply various agricultural produce to the Agro Food Parks or supply to the markets.

What makes your idea unique?

Our model is a unique Hub and Spoke model where the Agro Food Park is the hub and the Rural Transformation Centres are the spokes. In the Agro Food Park processing of agricultural produce takes place. The products produced in AFPs will be high value products and expected to have good demand in domestic and international markets. RTC as the spoke procures these agricultural produce from farmers and supply them to the Agro Food Park for processing. Besides procuring the raw materials, RTC is a common platform where other important facilities like farmer trainings, health facilities, education and training centres, employment opportunities, banking facilities, trade and logistic facilities and affordable housing facilities are brought together. RTCs are the change makers that will drive this change from present supply driven agriculture to a demand driven agriculture model which we believe will help in the economic development of farmers. RTC will help farmers to shift towards modern agricultural practices, to have better health facilities, to have good educational facilities, to have better standard of living and promote rural entrepreneurship. Thus RTC helps in achieving a balance between economic and social upliftment of the rural people. Another advantage of our RTC models is that it can be scaled and replicated in other parts of India.

What is your area of work? (Please check as many as apply.)

Children & Youth , Education , Mentorship , Development & Prosperity , Business , Communications , Community development , Corporate social responsibility , Economic development , Employment , Fair trade , Financial services and markets , Food security , Globalization , Housing , Income generation , Information technology , Infrastructure , Marketing , Mentorship , Microfinance , Rural development , Social Enterprise , Technology , Trade , Transportation , Rural , Sustainable agriculture , Health & Fitness , Food , Health care , Food security , Social work .

What impact have you had?

We believe that this initiative will have both social and economic benefit on the rural people. The current value chain is not profitable to farmers and this initiative we believe will help in integrating the value chain to reduce wastage, improve quality, increase productivity, bring consistency in quality of products and hence give economic benefits to farmers. This will also help reduce dependency on middlemen and help them to get their produce to the markets and get a fair price. The transformation process that will be induced through development of an RTC in close relation with the Agro Park will consist of changes towards better products; skill set development for the farmer and efficient production systems connecting to the markets. It also consists of empowerment of the present rural inhabitants to change their own lives and provide them access to urban facilities in villages. All these would improve the “quality of life” of the rural population and bring an overall transformation in the desired direction.

Describe the primary problem(s) that your project is addressing.

The primary problems that our project is addressing are

a) weak agriculture value chain
b) Improper forward linkages to market
c) Inefficient Agriculture extension services
d) Fair market value for the produce sold in the market.
e) Lack of Agri marketing infrastructure
f) Unemployment
g) Improper education
h) Lack of Health facilities
i) Low income generation
j) Lack of good standard of living
k) Scattered rural services
l) Lack of support infrastructure facilities such as drinking water, housing etc.

Describe the steps that your organization is taking to make your project successful.

Step 1:
Our organization has conducted viability study at field level in about 108 locations across the state of Andhra Pradesh and selected 22 locations for establishing RTCs. In the first phase we plan to establish 2 pilot RTCs and with experience scale it up to the remaining locations.
Step 2
We have taken the opinions of local stake holders like farmers SHGs, Government Officials, Private players, traders, NGOs about our concept at ground level. Based on the feedback from the local stake holders we would like to customize the RTC suitable to that specific location. The concept has been presented to Ministry of Rural Development and they have expressed interest to support this initiative.

Step 3
We have developed strategic partnerships with Wageningen University of Netherlands and Michigan State University of United States of America to help us achieve our objectives

What will it take for your project to be successful over the next three years? Success in Year 1:

To develop a vast network with the farmers, Self Help Groups (SHG), rural youth, NGOs and make them aware about the concept and advantages of our project. They will be brought as stake holders to a common platform to interact and communicate with each other to make this RTC concept a successful model. We will build strategic partnerships with private companies, traders, service providers and make them stake holders to set up their businesses in RTCs. We will have agreements with NGOs and involve them actively to ensure that the benefits of RTCs reach the rural people.

Success in Year 2:

Start giving training to farmers on modern agricultural practices, make them implement in their farms, show the results and build trust among the farmers. These will help in increasing the productivity as well as quality of the produce. Then collection of agricultural produce will be started and supplied to the Agro Food Park where additional processing and value addition will be done.This provides better economic value to the agricultural produce produced by the farmer and will be an incentive to actively contribute and partner.

Success in Year 3:

Once farmers and rural people start utilizing the facilities of RTC, we would start other developmental plans such as a Rural BPO which can provide employment to nearly 200 rural youth, start a primary Health center to provide health facilities to people, start a school to provide proper education to children and other infrastructure to improve the standard of living of rural people. Depending upon the need and urgency we will provide affordable housing to rural people. By the end of year three the RTC is expected to be self sustaining and will be a role model in transforming rural lives.

Do you have a business plan or strategic plan? (yes/no)

We have a Business Plan.

What are the three most important actions needed to grow your initiative or organization? STEP 1:

Suitable RTC locations have to be identified based on the agricultural strengths and present infrastructural facilities. For this a detailed survey and viability study has been conducted. Need to develop strong network with farmers, SHGs, Rural Youth, Taders, Enterpreneurs, Government organization, NGOs who form the back bone of the project, and bring them together on a single platform to achieve convergence of ideas

What are the three most important actions needed to grow your initiative or organization? STEP 2:

Achieve active involvement of local stake holders in planning and designing of the RTC, so as to make the model acceptable to them. A sense of ownership has to be developed to encourage the farmers and other stake holders to utilize the components of RTC. This will help achieve better socio economic benefits for the rural mass, improve financial returns for private players and thus increase value added agriculture products to target export markets. Thus the brand of GreenPort and RTC will stand for quality and rural development respectively.

What are the three most important actions needed to grow your initiative or organization? STEP 3:

.To make RTC a viable proposition strong forward linkages to markets have to be developed. The Agro Food Park can then produce value added products that can be targeted for specific markets. This will then help to achieve the complete cycle of “farm to fork”. The integrated model will help the producer get a fair price for the products and customer gets the benefit of better quality products. This will bring economic incentives to the farmers who have not gained from the segregated farming and marketing techniques. This collective effort will show them the benefits partnering with the RTC model

Describe the expected results of these actions.

1) Agricultural Transformation:

a) Supply driven agriculture to Demand driven agriculture
b) Strengthening agricultural value chain from farm to fork
c) Fair trade
d) Remunerative prices to farmers
e) Decrease in wastage of Agri produce.
f) Information dissemination from lab to land
g)Globalization at Rural areas
h)Marginal land use shift to more efficient and sustainable land use. Better logistic facilities.

2) Socio economic Transformation:

a)Improvement in income levels
b)Improved amenities in Rural areas
c)Improved standard Of Living
d)Employment generation to Rural Youth
e)Improved health facilities
f)Access to every part of world through information communication technology
g)Better education and training facilities
h)Active Public Private Partnership.

What was the defining moment that led you to this innovation?

The defining moment for the genesis of the idea happened as a result of the observations made by Mr. Balaji during his interactions with the farmer community in his native district Chittor of Andhra Pradesh and businesses providing food products to retail outlets across the globe. One of the interactions he had was with the tomato farmers in Madanapalli in the state of Andhra Pradesh. His interactions clearly revealed the wide gaps in the supply chain network which prevented him from getting access to his favorite Chittor Tomatoes while living abroad. As part of business expansions he identified the agriculture sector and decided on creating Agro Food Parks. His discussions and strategic analysis showed the lack of feeder networks that can supply raw material to the Agro Food Parks (one of the main reasons for the failure of small segregated food parks in India). This led to the creation of the RTC concept which he believes will provide both financial and social benefits for the farmer. This incentive will help to improve the confidence on Agro Food Parks.

Tell us about the social innovator behind this idea.

.S.Balaji, Managing Director, GreenPort corporation is the social innovator behind this idea.Mr Balaji was a non resident Indian who did many businesses abroad and in India. He hails from a farmer family from Chittor district of Andhra Pradesh. His schooling and higher education was completed in Chitoor. He was very much instrumental in bringing the concept of Integrated Agro Food Park from Netherlands. He visited Netherlands, Israel and studied the Agricultural advancement in those countries especially in productivity and processing of Agricultural produce. He then established an organization GreenPort corporation in collaboration with Wageningen University of Netherlands. Mr Balaji took lead and initiated steps for establishing two Agro Food Parks in the state of Andhra Pradesh. In Agro Food parks production and processing of agriculture produce, horticulture and livestock produce takes place in a most sophisticated manner and reduce wastage. He was instrumental in bringing many foreign investors from Netherlands, Israel to setup their units in the Agro Food parks. He strongly believed in a model that reaches out to farmers to provide economic and social benefit with minimum disturbance to their existing lifestyle. So the idea of establishing Rural Transformation at different locations surrounding the Agro parks came to his mind. He not only wants just monetary benefits to farmers but also want to make an impact on rural living through RTCs.

How did you first hear about Changemakers?

Mr .Kesavan, Director (RBH), Ministry of Panchyat Raj,Govt of India has informed about Change makers.

What would prevent your project from being a success?

The present economic recession may slow down implementation of our project but it can’t prevent from being success. The other factors would be lack of homogeneity among rural people, land availability, interrupted power supply, lack of Government support, if the concept is perceived purely as business model, lack of interest from other stakeholders.

Financing source
If yes, provide organization name.

Yes,GreenPort Corporation Pvt Ltd is an organization established in collobartion with Wagenien University of Netherlands. Greenport Corporation is in the processing of establishing Integrated Agro Food Parks, Rural Transformation Centres.

How long has this organization been operating? (i.e. less than a year; 1-5 years; more than 5 years)

1-5 years

Does your organization have a Board of Directors or an Advisory Board?

Our Organization has Board of Directors.

Does your organization have any non-monetary partnerships with NGOs? (yes/no)


Does your organization have any non-monetary partnerships with businesses? (yes/no)


The Story
Does your organization have any non-monetary partnerships with government? (yes/no)


Please tell us more about how these partnerships are critical to the success of your innovation.

Partnership with these organization helps in building network with rural people, help us in identifying the needs and requirements of the people, help us in designing the RTC,help us in taking the concept to the grass route level,can be a stake holder and help us in running the RTC successful.

How many people will your project serve annually?

More than 10,000

What is the total number of employees and total number of volunteers at your organization?

Employees - 22

What is your organization's business classification?


Have you received funding from any of the following groups? (Please check as many as apply.)

None of the above.