A venture promoted and supported by Thomson Reuters, Reuters Market Light (RML) offers highly customized and localized agricultural and related information service. This case study examines the business and the economic, social and environmental value it created.

1. v
Reuters Market Light (RML):
Creating Efficient Markets
Country MDGs addressed
Sector Authors
Inclusion of the poor Lead organization:
Themes
Abstract
An RML Customer (Photo
credit: Thomson Reuters)
1

2. Quote
“The aim is to facilitate greater transparency in the Indian agricultural markets allowing individual
farmers to increase their productivity and maximize their revenue, and this new distribution channel
helps to meet those goals.”
Strategy Matrix
Engage in
Leverage the Combine
Adapt products Invest in removing policy dialogue
strengths of the resources and
and processes constraints with
poor capabilities
government
Differing
terminology across
Market regions
information Standardization of
agricultural
terminologies
Regulatory
environment
Poor infrastructure
in rural areas
Physical
infrastructure Creation of personal
distribution and
content networks
Illiteracy, lack of
knowledge and
Knowledge &
skills of farmers
skills
Voice activated
services
Poor access to
Access to
credit
financial
Tie-ups with banks
services
and MFIs
Actors
Content creators:
2

3. Distributors:
Farmers:
Other partners:
Results
Economic:
Social:
“I get a very poor price for my crop. I do not trust my
buyer. I take my produce to the market and have to accept his money. I am not treated with
respect.”
Environmental:
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4. Research Fellows
Dr. Bimal Arora
Ashley Metz Cummings
Citation
Reuters Market Light
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