HP GAS RASOI GHAR-

A BOON TO THE RURAL

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