Hariyali Kisan Bazaars are helping transform rural India by providing all manner of services to farmers. While the retail revolution in urban areas is going ahead at its own pace, the retailing in rural areas is also getting modernised in a unique manner to cater exclusively to the wide-ranging needs of customer-farmers. The trend setter in this case has been the "Hariyali Kisan Bazaar' chain launched by the DCM Shriram Consolidated Ltd (DSCL) in 2002-03 with a well-conceived model of value-added retailing.