The Custom Hiring Model: Pilot Implementation in Tobacco Farmers in India

By Aswathaman Vijayan and Srinath Ramakkrushnan.

Published by The International Journal of Sustainability in Economic, Social and Cultural Context

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

Sustainable agriculture integrates three main goals - environmental health, economic profitability, and social & economic equity. The recent structural reforms in the economic environment, liberalization policy, and the signing of general agreements on tariff and trade has laid down new challenges in which India has to compete in the international trade, including agricultural trade. To stay ahead of the competition and meet the international standards, one should reduce the unit cost of production and improve the quality of agricultural produce. This can be achieved only if the overall farmer profitability is maximized and agricultural mechanization directly impacts the 3 key factors of farmer profitability – productivity, product quality and cost of cultivation – positively. The growth of farm mechanization in India has been low due to the poor economic status of farmers and small size of landholdings. Custom Hiring is an emerging dissemination model of farm mechanization that is economically, socially, and culturally sustainable for the Indian agricultural scenario. The paper discusses the conceptual framework developed by the Farm Mechanization Cell of Agri Business Division, ITC Limited and reports experimental results of a new format of custom hiring model that was implemented in the Mysore region of India.

Keywords: Farm Mechanization, Custom Hiring Model, ITC Limited

The International Journal of Social Sustainability in Economic, Social and Cultural Context, Volume 9, Issue 2, pp.13-29. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.274MB).

Aswathaman Vijayan

Executive Farm Mechanization, Farm Mechanization, ITC Ltd., Guntur, Andhra Pradesh, India

Regional Manager in the Sustainability Cell in ITC Limited, India.

Srinath Ramakkrushnan

Assistant Manger, Farm Mechanization, ITC Ltd., Guntur, Andhra Pradesh, India

Manager in the Sustainability Cell in ITC Limited, India.