In this video series-2, Renée Chao-Beroff, Director, Microfinance Department, CIDR; General Manager, Pamiga gives an overview of the ways in which rural markets are segmented and how financial intermediaries can develop appropriate products and delivery mechanisms to navigate the risks of agricultural and rural lending. She emphasises on the importance of market segmentation and analysing risk profile for each segment that helps in designing products and design appropriate delivery mechanism for each segment. She adds that this allows for an inclusive approach to rural market and benefits the poor. Taking the example of Tanzania Spices, she highlights the importance of contract farming.