What is the effect of the stakeholders on BOP?

About 88 % of the total rural population and about 60% of the total urban population lived on less than $2 per day. The stakeholders had to make an effective impact on the bottom of the pyramid population as the rural markets provided great potential for products like tea, cooking oil, electric bulbs, footwear, cigarettes, bicycle and radios. Apart from this, refined and convenient methods of procuring farmers produce had to be established. Convenience: These goals were achieved by setting up an IT-enabled Procurement system. Instead of selling their product at lower prices through middle men in mandis farmers could now directly deal with the company. The establishment of e-choupals (computer kiosk) in villages enabled the farmers to be more aware about the market price, selling price, delivery and get cash payment. Transparency and Dual purpose This Distribution network was headed by a farmer representative in each village called the Sanchalak. Other than procuring the farmers produce they even sold a host of products and services through mini malls or Choupal Saagars to farmers in return of sales commission. They identified the need and helped in the information searching phase of buyers by convincing them to pay higher for branded products.