MASSES RURAL MARKETS- SOME FACTS More than 50% of the population earns less than a dollar a day 77% people across the country depend on traditional fuels (wood, dung) for cooking and heating Only 44% have access to electricity Poor health and hygiene condition Poor cooking conditions such as closed places, smoke etc. results in poor health conditions RURAL MARKETS- POSSIBLE SOLUTIONS Access to modern, affordable energy would provide this cross section of society the
Productive capacity for stimulating economic development Improve health, environment, literacy and reduce hardships imposed on women and children Prevent mass scale deforestation LPG demonstrates immediate value to households by providing more efficient, cleaner and better means to cook food, heat water and light homes
RURAL MARKET- LPG CHALLENGE However, for making LPG accessible in rural markets the following issues present challenges Low purchasing power - Inability to pay deposits and refill charges at one time. Logistics in transportation of small quantities of cylinders to far off and remote places. Easy availability of alternate fuels such as firewood. Small unsecured houses. Research has highlighted that majority of rural population are daily wage earners who are unable to arrange even for alternate fuel such as coal and kerosene on a daily basis
RURAL MARKET- OVERCOMING THE CHALLENGE For LPG to take off in rural markets, the challenges had to be addressed and overcome HPCL as a responsible corporate has taken up the responsibility and come up with a novel idea for providing this cross section of the society with cheap and alternate fuel for cooking at affordable price HP GAS Rasoi Ghar (community kitchen) concept to provide cooking facility at affordable price to provide immediate hand on experience to villagers for easy operation of LPG
HP GAS RASOI GHAR- INSTALLATION HP Gas Rasoi Ghars are normally set up in villages The space for the purpose is provided free of cost by the village panchyat or villagers. HPCL renovates the same and sets up HP GAS Rasoi Ghar by providing a kitchen platform. HPCL also provides the stoves, utensils and cylinders with Suraksha hoses. Normally for a Rasoi Ghar of 8 to 10 families, 2 to 3 nos. of double burner stoves and a bank of 2 cylinders are provided.
HP GAS RASOI GHAR- OPERATIONS The show in mostly self-managed by the users with flexibility in operations HPCL introduced the single burner stoves with a rating of 200 gms / Hr, which costs Rs. 4.00 per hour. Cooking time in rural is 45 minutes and accordingly it costs approximately Rs. 3.00 per family per meal. Work is in progress on further cost reduction by introduction of fuel efficient single burner stoves. HP Gas has rolled out the concept in urban areas too, by setting up Rasoi Ghars at certain public places like AIIMS, King George Hospital etc. Temporary Rasoi ghars also set up during Kumbh melas at Nasik & Ujjain
HP GAS RASOI GHAR- EXPLORING NEW HORIZONS Pandharkawada Forest division in Maharashtra covers 900 Sq.Km of forest area having 800-900 villages with 70-80 households in each village. The challenge was to prevent deforestation To achieve this, a collaborative effort between HP Gas and the Forest department was launched and nearly 100 locations were identified The fire wood consumption in a household of four is 4 kgs (10 small sized trees) Assuming10 families use each Rasoi Ghar, it will help in saving 36 lakhs small sized trees per annum.
HP GAS RASOI GHAR- BENEFITS No one time investment on deposit, hot plate and utensils to individual consumers. Ready cooking place with affordable fuel - Consumers to pay basis the duration of usage. Savings in time due to reduction in cooking time use of LPG Vs other fuels LPG being an Eco-friendly clean fuel protects environment. Preventing deforestation Time spent in collection of fire wood can be better utilised.
HP GAS RASOI GHAR- CONCLUSION The concept has been replicated in many other places and today nearly 550 Rasoi Ghars are successfully operating across the country, benefiting more than 10,000 families. Concept has received wide appreciation from Environmentalists, Women & Voluntary organizations etc. Propose to Mobilize Women Self Help Groups, Forest department and social organizations in the villages to put up future Rasoi Ghars
N- LOGUE COMMUNICATIONS PVT LTD. n-Logue was launched to fulfill the need for Internet and voice services in every underserved small town and village in India THE COMPANY Rural service provider Urban operations prohibited by its charter To prevent dilution of its focus Focuses on providing commercial telephone and internet connection to every village Company utilises the corDECT technology jointly developed by TeNeT (Telecommunications and Computer Networks Group of IIT Madras) and Midas communication technologies
MODUS OPERANDI Operations based on the demand aggregation approach Achieved through an internet kiosk with a computer with internet, printer & accessories Kiosk was the hub for connectivity Kiosk Operator (KO) A rural entrepreneur and interface with rural customers From the village itself Trained to use and help others use various applications Typically youngsters, mostly women who have passed their 10 th std no need of prior exposure
KIOSK STARTUP KO funded through bank loans in the range of 28000 32000 Rs He needs to earn 2800 to 3200 per month to break even In a village of 1000 people translates to around 3 Rs/person/month This is an affordable price for the services offered Kiosks are serviced by a middle tier of local service providers (LSPs) in case of service breakdown LSPs are in every taluka (max lead distance of 15-20 km) LSP is made a 50% partner in the total business by n-logue LSP is assigned the task of identifying KOs N-logue provides connectivity backbone
SERVICES PROVIDED Communication e-mail and video mail as additional means of communication, primarily for the purpose of being in constant touch with relatives/friends living abroad or in far away places Video mail is more popular in the rural areas since the villagers feel more comfortable with a face-to-face dialogue. Education education module created by nLogue is based on computer-based education and computer education. a number of customized courses under the brand name of Chiraag to train people to use computers. Titled Red, Blue and Green, these courses are designed for different ages and skill sets. Remote tutorial for children giving school exams in question and answer format Spoken english course
AGRICULTURE CONSULTANCY AND VETERINARY Farmers get animals to the kiosks and get them treated by doctors remotely Farmer conferences to resolve doubts and apprehensions regarding agriculture and cattle/poultry
Farmer with his goat at a village HEALTH CARE Public Health Centres in a mess LINTAS IMAG-LINTERLAND THE RURAL INITIATIVE - LINTERLAND
Linterland Rural Initiatives is a dedicated division designed to provide specialized marketing and communication services to rural India. FACTS Has presence in 14 cities Has strategic understanding with more than 20 organizations Has a support base of more than 216 business associates Has more than 9,900 individuals for monitoring at district level Has a base of 48 satisfied clients Has helped grow more than 186 brands Has a state-of-art planning software - LINCOMPASS
and..
Has touched 1,56,848 villages and 2,600 towns during below the line media activities.
SERVICES Research Communication Development Media Campaign Rural Activation Production CORE LINTERLAND - CORE CORE: Centre of Rural Excellence
Intellectual rural tools - LINCOMPASS
Case studies
Lin Essence - provides you Linterland's understanding and perspective on various articles related to rural heartland
Rural Landscape
Category Research
Data Management
Newsletter - Dhindora
INTELLECTUAL RURAL TOOL - LINCOMPASS A software application designed to ensure optimum effectiveness in meeting below- the-line needs in rural marketing
It covers 18 major states, 374 districts, 3,456 towns and 5,87,962 villages, and holds data on as many as 236 parameters It is created using extensive database like Institute of Population Science (IIPS), Census Department of respective states, Centre for Monitoring Indian Economy (CMIE), Reserve Bank of India, Land Record Department and the Road Department among many others.
It consists three modules: 1. Rural Urban module 2. Highway module 3. Congregations (Haats, Melas, Mandis data compiled from Linterland's databank) LINCOMPASS RURAL URBAN MODULE This module helps identify target markets in both urban and rural areas facilitating better brand promotion Two basic methods The Pre-decided list : retrieve the map and its related Census data District Priority Index: rank districts based on over 30 parameters including demographics, infrastructure, agriculture and others that are relevant to the brand.
Media Report can be generated with respect to penetration
Similarly a route plan report can also be generated Optimizing number of places Deciding campaigning days Designing linear and circular routes Selecting feeder towns Night halt selection options and Plotting route plans that cover congregation such as Melas or mandis among others.
LINCOMPASS - HIGHWAY MODULE
The Highway module allows the user to select highways (for market analysis), along with the start and end place, between which the route plan needs to be designed. It helps in prioritizing potential villages and towns on the basis of proximity to the state and national highway LINCOMPASS ACTIVITIES Market analysis: Assist user in analysing and identifying target areas using various parameters.
Route designing: Designing route plans having maximum coverage according to given criteria.
Future expansion facility: Facility for future expansion, such as adding and removing data.
Prioritization system: Prioritizing states and districts based on desired parameters.
Congregation: Allows user to include melas, mandis and haats in the coverage plan.
Multi -State Coverage: Allows user to cover multiple states or districts in the same route plan. Route calculation: Tool for deciding number of days and places to be covered.
Diverse route plan: Function to create route plans with different combinations effecting customisation.
Report generation: Automatic generation of reports.
Print facility: Function to print or copy route plans and reports.
Save & storage facility: Provision for saving all reports and route plans created in the course of iteration.
COMPETENCIES The kind of projects that are typically required by clients and undertaken by Linterland:
User base expansion programmes Sampling and trial generation exercises Health & hygiene awareness generation Government projects at the grass root level Large scale implementation in terms of geographic spread and number of centres Multi-area implementations Unique projects requiring out-of-the-box solutions Projects requiring speed of implementation TATA TELESERVICES LIMITED TATA TELESERVICES NANO GANESH In some parts of India, farmers have to walk several kilometers to turn on the irrigation pumps that water their fields. With the electrical supply often erratic, they sometimes find that there is no electricity when they reach the pump. Buy Tata Indicom Connection & Modem Farmer Provided a Unique Code Mobile Handset as a Remote for Irrigation System
This service is exceptionally functional in order to save lot of time and energy in the regions that have erratic power supply
Rs. 2700, plus extra for the handset All calls made to the pump by the mobile shall be free Growers don't have to wake up in the middle of the night, which is often the only time electricity is available, to walk the long distances to their fields. They sometimes hire workers to walk the long distances to turn the pumps off and on. How it Works TATA AIG LIFE INSURANCE TATA AIG LIFE First major Micro Insurance initiatives venture by an Indian insurance company Launches three new Micro Insurance products and five Micro Insurance branches Adopts a tailor made rural communication strategy to reach out to the rural community MICRO INSURANCE PRODUCT RANGE Navkalyan Yojana This is a five year micro insurance protection plan that provides financial protection to the policyholders family. This plan offers good protection at reasonable rates. The policy also has the option to add an Accidental Death benefit rider, which provides additional benefit less than or equal to sum assured ( as chosen at the outset) in case of unfortunate death of the policyholder due to accident. MICRO INSURANCE PRODUCT RANGE Ayushman Yojana A single premium 10-year micro insurance protection plan with the benefit of payment at the beginning of the policy term. The unique feature of the policy is that the policy holder gets back his premium with 25% addition on survival to the end of the policy term.
MICRO INSURANCE PRODUCT RANGE Sampoorn Bima Yojana A micro insurance policy in which the policy holder pays premium for 10 years and get cover for 15-years. Upon survival till maturity the policy returns 100% of the premiums paid by the policy holder during the term of coverage.
FINO FINO INDIA Building technologies to enable financial institutions (FIs) to serve the under-served and the unbanked sector To service the technology requirements of entities engaged in servicing the bottom of pyramid customers.
What it does Provide a standardized and shared pan India infrastructure to Banks, Microfinance Institutions, Insurance companies and Government entities Reducing costs of client acquisition and servicing across the value chain while ensuring that the basic premise of door step delivery to rural customers remains intact. Objective Schemes : NREGA RSBY SSP Hurdles in Banking F^3 SERWIZSOL: BUILDING CAPABILITIES FOR RURAL EMPLOYABILITY
SERWIZSOL CALL CENTRE INITIATIVE Possibly the first voice based work being done from rural India Two functional centers Rural AP, Ethakota (pop 4515, census 2001), 150 seater operation functional since November 2007. Handling telecom related work. Approx 5,000 calls per day. Rural Gujarat, Mithapur, 100 seater operation functional since mid January 2008. Handling telecom related work. Approx 3,500 calls per day Redefined what a call centre agent is not necessarily a graduate or a Class 12 pass but one with intent to learn and good communication ability SERWIZSOL CALL CENTRE INITIATIVE Fade in approach adopted to ensure no dip in quality Additional time spent in imparting training 2.5 to 3 months in comparison to a 28 day training module Appreciative comments received from end customers Look ahead Start at least 4 more locations in the coming months to handle voice and non voice related work Assess capability to handle English Calls after regional language calls settle down CHALLENGES FACED Irregular power and poor / unreliable telecom facilities Virtual absence of computer literate staff Transportation difficulties from neighboring villages Lack of skills required by industry soft skills / customer orientation etc Intermediate / degree certificates have no value in jobs arena Poor command over English Risk over time there could be attraction of higher salaries in metros for trained personnel DEMAND SIDE DRIVERS Adequate availability of employable pool Lower salaries ranging from Rs. 1,500/- to Rs. 4,000/- Enables serving growing domestic market Capitalize on local language skills Serving local and regional government IT development Could possibly alleviate need to migrate to metros Addresses aspects of Corporate Social Responsibility DEMAND SIDE DRIVERS In the long run Facilitate development of rural infrastructure, Improve standard of living, Increase employment opportunities in rural India May even start a reverse migration from urban areas SUPPLY SIDE DRIVERS White collar jobs change the perceived status of the family Quality of life improves since income is not agriculture based Some employed youth opt for higher studies or invest in education of their siblings Women / Mothers of youth want a better life for their children Keen to use opportunities which provide a sustainable way out of the vicious cycle of poverty SUPPLY SIDE DRIVERS Provides an option to youth to avoid getting into social problems Helps teenage girls from falling victims to exploitation Vulnerable segments of population like young widows and disabled get a new lease of life Job mobility of employed youth may increase over time with the knowledge of English
Hence, extremely motivated and willing to learn desire to be successful like the man on TV RURAL BPO SOME ILLUSTRATIONS Domestic Worker Agricultural Worker AIRTEL SARPANCH
AIRTEL SARPANCH AirTel will give a free Rs. 999 package, an antenna, and a handset to the village Sarpanch. The total cost of providing this scheme per village would be Rs. 10,000 and would be entirely funded by AirTel. In the first phase, AirTel has selected 10 villages, on an experimental basis. Based on the success of this scheme, AirTel Sarpanch would be rolled out to more villages in Punjab and subsequently in the entire region. BENEFITS The Village Sarpanch would be expected to make the mobile phone available for the common use of the villagers. A large population of Punjab lives in rural areas. However, despite modernization the benefit of mobile connectivity is not there in many villages. With a large number of NRIs from Punjab, this would help the villagers keep in touch with their loved ones all across the world. BPCL
BPCLs mobile bottling capsule: Rural Marketing Vehicle Addressed poor connectivity and lack of transportation facility consists of two units and unit mounted on the light commercial vehicle and a filling unit mounted on a trailer. Any LPG tank truck can be connected to the RMV Instill great customer confidence as they can see their cylinders being filled in their presence and checked for safety. At present, 24 RMVs have been positioned IIM RAIPUR 60 IIM RAIPUR 61 Moves to sell products through e-choupal network Products like LPG, lubricants, and diesel are likely to be sold through e-choupal BHARAT Petroleum Corporation Ltd (BPCL) has launched its LPG mobile rural marketing vehicle at Parkal in Warangal district The BPCL is the first oil major in the country to introduce this mobile LPG rural marketing vehicle in Andhra Pradesh The rural LPG marketing vehicle will facilitate filling and distribution of LPG cylinders as per the customer requirements in rural areas BPCL is also planning to propagate the safety aspects and conservation of LPG through these mobile vehicles to the rural customers. 61
AN INNOVATIVE DISTRIBUTION MODEL- RAJIV GANDHI GRAMIN LPG VITRAN (RGGLV)
Low cost operation No showroom No staff No land cost (self ownership otherwise idle) Small localized customer base Small scale entrepreneurial family business part time basis Distributor from the same locality Educated and young Distributor
IIM RAIPUR 62 CONVENTIONAL VS RGGLV IIM RAIPUR 63
5 KG LPG CYLINDER
Introduced to reduce initial deposits and refill cost for rural consumers The deposits for 5 kg cylinder is Rs. 350. Value Engineering technique helps the organization not only lower cost but enhance the value
IIM RAIPUR 64 RURAL PARTNERSHIPS Rural retailers that stock consumer brands The company already retails Nirlep kitchenware, Prestige and Hawkins pressure cookers and emergency lamps under the `Beyond LPG' brand Piggybacking- d.light products ITCs choupal initiatives and the DCM groups Hariyali Kisan Bazar utilize existing infrastructure to reach LPG to deep interior rural areas. add additional revenue streams IIM RAIPUR 65
COMMUNITY KITCHEN
Project As part of UGs Vision 2015 Started at at Tirpur district headquarters hospital Equipped with a total of five burners , suraksha hoses, pipeline and manifolds Patient visitors can:- Boil milk, heat water, prepare food for patients Minimal cooking charge of Rs. 5.67 per hr
IIM RAIPUR 66 AROGYA PARIVAR AN I NI TI ATI VE BY NOVARTI S I NDI A LI MI TED NOVARTIS INDIA LIMITED A subsidiary of Novartis AG: leading pharmaceutical and consumer health companies Business operations comprise pharmaceuticals, vaccines and diagnostics, generics, over-the-counter segment (OTC), and animal health Novartis has operations in 140 countries and its headquarter is in Basel, Switzerland Holds leadership position in India across various therapeutic areas including pain and inflammation, transplantation and immunology, cardiovascular diseases, oncology (cancer), tuberculosis, gynaecology and diseases related to the central nervous system. The Calcium Sandoz brand holds almost iconic status with a wide range of calcium supplements such as Calcium Sandoz Softchews and Calcium Sandoz Woman Stregth available to suit every category of therapeutic need. AROGYA PARIVAR 2006: Launched by Novartis' Consumer Health and Sandoz divisions An initiative in India to address the neglected health needs of rural populations Lack of healthcare infrastructure Villagers often remain undiagnosed because they are not aware of the symptoms of diseases Rural residents frequently delay visiting a doctor unless a disease becomes critical, due to the cost and time involved Problem Area in Rural India PILOT PROJECT Started with pilot sites in the states of Uttar Pradesh and Maharashtra Combines healthcare education with access to affordable medicines through local pharmacies Focused on tuberculosis, other respiratory infections, coughs, colds, allergies, skin and genital infections, malnutrition in mothers and children, diabetes, intestinal worms and digestive problems - all important health challenges in these communities INTENT Aims to build a sustainable business that improves access to healthcare among the underserved millions in rural India by providing locally available and affordable health solutions To collaborate with third parties to broaden the product portfolio to include medicines for additional therapeutic areas and items such as anti-malarial bed-nets Products need to be easy-to-use, relevant and have instructions in local languages Packages are reduced in size so that weekly individual treatment costs are kept below USD 1.25 DECENTRALIZED MODEL Adapted organization and product offering to the rural markets Aims to build a sustainable, profitable business Improving access to healthcare among the underserved millions in rural India by creating awareness, enhancing local availability, and designing appealing and affordable health solutions Because transport and communication in rural India are difficult Field force is in autonomous cells (170 cells by year-end 2008) Each cell has health educators and supervisors who collaborate with local health professionals, pharmacy chains and NGOs to address the whole "patient flow," including education, diagnosis, treatment, delivery, and availability and accessibility of medicines. Not Novartis employees Trained to ethical standards set by Novartis INITIAL PHASE Address 120 of India's more than 600 districts Criteria for selection of districts Population Purchasing power Transportation infrastructure Density of private doctors By 2008, Arogya Parivar had increased the number of cells to cover a population of around 25 million villagers in seven states Arogya Parivar health advisors speak to villagers about diseases and help them recognize symptoms Periodic health camps bring in doctors to do examinations and make referrals to a treating doctor A single health camp can attract from 200 to 2,000 people ACCOLADES Received a prestigious award for "Best long-term rural marketing initiative" from the Rural Marketing Association of India (RMAI) Novartis India competed for the award with global and national companies from a cross- section of industries including banking and insurance, automobiles, personal care products, oil and steel EXIDE- PROJECT KISAN
EXIDE BATTERY SERVICING Exide Original fitment for all tractor makes On Replacement almost all customers fit a local make battery Influencer for the same is Local auto electrician Ustad Ustad provide round the clock service for battery These local batteries cost much lower. Exide dealers were majorly present in bigger towns Hence they lose the opportunity to promote Exide for replacement sales.
PROJECT KISAN CAMPAIGN Campaign launched to capitalize on this opportunity Demand of 3 million batteries for Heavy commercial vehicle and Tractors segment Constitutes almost 30 % of total annual battery demand in country Rs. 40 Million Rural initiative
PROJECT KISAN CAMPAIGN (CONTD) Officials visited rural areas in North India Attempted converting local manufacturers in the Exide dealers R & D Team develop a low cost battery with better life than local brands and shorter than regular brand Priced aggressively by Marketing Division Rationale being big replacement market
PROJECT KISAN CAMPAIGN (CONTD) North Indian Regional Sales team contacted local Ustads Offered them good margins and offered them Authorized Dealership In Small towns or villages Company dealers enjoyed higher status than Ustads PROJECT KISAN CAMPAIGN (CONTD) Exide offered small fee on battery serviced at the farmers premise Generated extra income for Ustads and created Goodwill among the farmers And hence Exide captured large share of Replacement Battery market.
KOSHIKA TELECOM INITIATIVE
KOSHIKA TELECOM INITIATIVE In 1990s Koshika telecom identified 1500 villages in Eastern UP With village population less than 10000 3/4 th population engaged in farming Company set up a public call booth dubbed Yes TD Booth owner bought handset and allowed villagers to make call
KOSHIKA TELECOM INITIATIVE 17 Base trans-receiving stations ranged between Gorakhpur (Towards the East) & Lucknow (Towards the West) Towns included Unnao , Barabanki and Bhadoi Range covered 3846 Sq Km with all villages falling in this range Implied a 0 cost entry into villages Service becomes quite popular KOSHIKA TELECOM INITIATIVE Each village generated around 40 calls/day Call rate was Rs 1.90/min (comparable to landline call rate) Koshika telecom realized key to unlocking the rural market is to localize Once consumer got hooked to service company could create higher incremental demand
INDIAN AGRI BUSINESS SYSTEMS PVT LTD IASL- INTRODUCTION Indian Agribusiness Systems Private Limited (IASL) is an information service provider in Agriculture, Food Processing, Social Development and allied sectors Started in March 2000, by a group of alumni from IIMA OBJECTIVE :- to address the one of the two big pain points
Lack of information Access to markets BUT HOW ? IASL conducts Commodity Research Trading Publishing Consulting Manpower recruitment In agriculture, food processing , social development and allied sectors VISION AND MISSION STATEMENT VISION STATEMENT improve rural farm incomes by universalizing access to knowledge & information about agricultural markets and technologies to the 450 million small and marginal farmers in Indias 7,00,000 villages MISSION STATEMENT filling the information and communication gap that exists in various sub-sectors of the Agricultural Economy in general and Agricultural Commodities trade in particular. Clients IASL Private Firms Banks, financial institutions, MNCs Agro chemical and Food processing companies Restaurant chains, Rural marketing companies Commodity traders, exporters and importers NGOs Government Agencies Multilateral Funding Institutions agriculture and rural development Institutions International Consulting Firms AGRIWATCH The Hindi newspaper was launched on 18th July 2000.
The first special issue of Agriwatch in Magazine form was brought out on the occasion of the Rabi Oil Seminar in Delhi on 25th March 2001.
Agriwatch is currently being published twice a week in Hindi from Delhi and reaches to customers by hand delivery through around 25 centers in the country and through post to around 1200 more SCALE
25000 paid subscribers Trading communities in 700 towns and 56 mindis Research Reports Agriwatch Portal SMS Services Agriwatch Trade Weekly Agriwatch Monthly Magazines Agriwatch Farm Weekly Agriwatch Consulting Trade Promotion Services Products & Services provided IASL PRODUCTS UNDER AGRIWATCH 1. Agriwatch Farm Weekly (Hindi & Marathi Edition) -Complete newspaper for farming community -covers 18 different areas of interest -Print of more than 10000 per week -Priced at $20 for annual subscription -Major readers: leader farmers (early adopters) and literate small-holders
2. Agriwatch Trade Weekly (Hindi Edition) -for small traders in upcountry markets -print run of 4000 papers per week -Priced at $30 for annual subscription
IASL PRODUCTS UNDER AGRIWATCH 3. Daily/Weekly/Fortnightly Trade research reports (Email) -Launched in July 2000 -400 clients in India & abroad -Priced at $60, $110 and $210 for quaterly, half-yearly and annual subscriptions -covers several commodities like rice, wheat, maize, pulses, spices, oil seeds, fertilizers, fruits & vegetables etc 4. Agriwatch on mobile service (SMS) -trade info like future quotes, prices and news -available for various comodities. 4 to 5 messages per commodity per day -launched in March 2003 -100 subscribers paying $100 annually (since it is relatively new) IASL PRODUCTS UNDER AGRIWATCH 5. Agriwatch Monthly Magazine (English & Hindi Edition) -covers Indian & International Agribusiness and trade -thorough coverage to one commodity/sector every month -print run varies as it is dependant on commodity being covered -$3 for annual subscription. Major source of revenue is advertisements 6. Membership of Agribusiness portal (www.AgriWatch.com) -access to large amt. of agribusiness related info (Agri & food industry) -News & Analysis, Market prices (domestic & Intl.), links to real time news, live quotes from major commodity exchanges, ports & logistics -$35, $70 and $125 for quaterly, half yearly and annual subscription
7. AgriBusiness Consulting Services are offered on
a) Markets b) Social Sector c) Agri Commodity Trade, Export, Import d) Information & Communication Technologies e) Operations f) Economic Analysis 8. Trade Promotion Services a) Partner Search b) Product Promotion c) International Buyer Identification d) Business Plan Development CUSTOMIZED AGRI COMMODITIES RESEARCH IASL has an information collection network through the country giving it access to over 5 lakh farmers and 25,000 of traders based in all states. The major research services provided include: 1. Value Chain Studies Track value addition in a commodity from farm-to-fork 2. Sub-Sector Studies Assess the structure of a commodity subsector, evaluate the importance of the participants, and study the impact of how the subsector performs in the aggregate (stage by stage, or industry by industry)
CUSTOMIZED AGRI COMMODITIES RESEARCH 3. Consumption Studies Study of the downstream industries/sectors to understand the disappearance of a commodity 4. Crop Surveys Pre-sowing study of Crop intention (farmers' sowing intentions) Study of crop progress during the growth phase Crop harvest estimation based on acreage and yield studies Production estimates based on surveys, satellite mapping and modeling Price-forecasts based on time-series modeling
IASL-BUSINESS MODEL Printed format circumvents low connectivity through technology Partnered with agri-input companies (Rallis, Sonalika tractors, Monsanto etc) which sponsor delivery of publications to farmers Similar partnerships with govt. extension service providers and ICT ventures such as Drishtee, N-Logue, ITC E-Choupal and Tata Kissan Kendra Partnered with ISAP for knowledge disemmination and expert services Fair amount of advertising revenue by those who want to target the niche segment
CHANNELS OF DISTRIBUTION (a) Internet For Internet based products the subscribers have a choice to select from: 1. E-mail based subscription, or 2. Web based subscription
(b) Print Media
For Print Media products, the subscribers have a choice to select from 1. Ordinary Post or 2. Hand Delivery LATEST UPDATE- RENOVATION OF THE WEBSITE Agriwatch.com has been redesigned to give a simple and clean user experience. Besides embracing a new corporate look-and-feel, the navigation and access to content has been made quicker and more intuitive. all important data, reports and news available within 3 clicks of the homepage. Selected free content to allow non-subscribers to access some of the important news in the agri commodity sector as and when they need A "Commodity Home Page" for individual commodities where all information related to that commodity is available within 1 or 2 mouse clicks.
LATEST UPDATE- RENOVATION OF THE WEBSITE Interactive Charting of all spot market prices. Charts available for 7 days ( accessible to all), 15 days, 1 month, 3 months, 6 months and 1 year to give convenient access to price trends. Latest research reports available at a single click from the commodity home page. Daily and weekly technical analysis of the Indian futures markets available at a single click from the commodity home page. Easy to use Archive section for news, market commentaries, technical analysis and research reports. Archives include content for the last 1 year.
COMPETITION Farm Publications No national player 2nd largest weekly publication in India in Agriculture after Krishak Jagat Only agriculture related weekly members of INS Krishak Jagat Print run 25000 / week Circulation mainly in MP, Chattisgarh and Rajasthan 56 year old publication Agriwatch has better geographical outreach in all north Indian states COMPETITION Trade Publications Dishawar Vyapar, VyaparKesri, Aman Vyapar, Krushak Jagat, Krushak Duniya, Beopar Samachar etc Translate reports in other newspapers and are short on analysis and content Contain articles written by market participants IDEI-INTERNATIONAL DEVELOPMENT ENTERPRISES INDIA (IDEI)
IDEI- VISION AND MISSION
IDEI Vision: To provide long term solutions to poverty, malnutrition and deprivation.
IDEI Mission: To improve equitably the social, economic and environmental conditions of families in need, with special emphasis on the rural poor, by identifying, developing and marketing affordable, appropriate and environmentally sustainable solutions through market forces.
WHY IDEI ? IDEI creates and develops sustainable market for low cost irrigation technology IDEI follows the approach of using donor funds to build grass root entrepreneurs to stimulate a sustainable & free market. The technologies reach to the customers through a private sector supply chain, which is engaged in the manufacture and distribution of the technologies, at fair prices, while ensuring that manufacturers and distribution network retain their share of profits. IDEI engages in creation and capacity building of supply chain players. Simultaneously IDEI takes up promotion of technology among small farmers by using various innovative tools of communication KRISHAK BANDHU IDEI promotes technology and services under KB brand. KB stands for Krishak Bandhu or Farmers Friend. The portfolio of KB technologies includes the KB treadle pumps, KB Drip and the Sprinkler Irrigation systems. These technologies help farmers, mostly practicing rain-fed agriculture, to adopt irrigated agriculture and get at least three crops a year instead of one that they would get under otherwise. The technologies are very suitable for vegetable and fruit crops which also provide better remuneration to small farmers. STRATEGY- COST LEADERSHIP IDEIs technology is designed to be one-fifth the cost of its competitors, scaled down to fit one-tenth hectare plots, and is able to generate sales at an unsubsidised market price. SCALE IDEI is currently working in 15 states of India. Over the years, IDEI has reached out to over 1.25 Million small holder farm families, thereby impacting more than 6 Million people.
BENEFITS Farmers 1) Disseminates both crop- and location-specific expert advice in a personalized and timely manner hence enables farmers to cultivate crops with expertise close to that of an agricultural expert 2) Scalable to cover all the farmer (crops) of India in a cost effective manner 3) Provides expert advice crucial to the Indian farmers ability to harvest market different kinds of crop varieties based on demand & supply in the local and world markets
BENEFITS Traders 1) Offers quick access to the world agricultural market which supports services like commodity trading, latest price information, exchanges and more 2) Enables quick business transactions allowing buyers & suppliers to connect electronically and enhance business efficiency 3) Increases business effectiveness by widening market potential and increasing traders capacity to meet customer needs while providing opportunities for innvation
BENEFITS Corporations 1) Market entry and market expansion strategy development, market reseach, Investment opportunity analysis, Sales and channel management 2) Partner search JV, licensing, Distributors for effective market entry 3) Commercial Feasibility Analysis, Project appraisal, Market due diligence, Competition analysis, cost analysis, financial and senstivity analysis. B-Plan Development
BENEFITS
Social Sector 1) Market Mapping, market information systems and the creation of market linkages for rural practice 2) Marketing and growing strategies at the community level for agricultural produce, Policy impact analysis and remedial strategies 3) Design and delivery of workshops and training programs, Rural services development 4) Grass root implementation creating market linkages, conducting negotiations with buyers, social marketing THANK YOU