Amit Mehra Founder and Managing Director - Kiwanja.net

16 Pages·2010·1.83 MB·English

by  Nick B

Amit Mehra
Founder and Managing Director
1
•
RML: A pioneering consumer-centric social
enterprise
•
Impact of the innovation on farmers’ lives
•
Sharing the lessons - The multiplier effect
2
The customer pain
(cid:1)
At what price (cid:1)
Farmers get
should I expect for
very little for
my crop?
their produce
(cid:1)
Where and when
should I harvest (cid:1)
Huge wastage
and sell my crop?
in crops and
rreessoouurrcceess
(cid:1)
What is the likely
weather condition (cid:1)
Poor
in my district?
bargaining
power
(cid:1)
How can I boost
my productivity?
Felt by ~ 120m cultivators in India
3
Addressing the pain through the first personalized
professional information service business
Everyday…… Local language, fitting
in their workflow, as per
their individual
•Crop Prices from nearby preferences, on a paid-
markets for subscription!
•Agriculture News that
iimmppaacctt ccrroopp oorr iinnppuutt
prices
•Advisory Tips that help
improve productivity
•District Level Weather
forecasts that help
improve productivity
4
A pioneering business: Created a new industry sector
and a business model
Content Delivery Sales Marketing Support
• Hundreds of • Personalized • Through over • Awareness • Choice
content on all 4000 rural and throughout
professionals operators and outlets Education of the crop
in villages handsets Farmers cycle
Go-to-market
Prototyping Value testing
Market trials
Research in
Maharashtra
With over 7000
With over 1500
With over 300 farmers 400-700 farmers
farmers Ethnography with 8
farmers every 6-8 weeks
farmers
Jan 06 Apr 06 Jul 06 Oct 06 Jan 07 Apr 07 Jul 07 Oct 07
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Innovation at several levels…
1. Created an unprecedented financial
and emotional impact on farmers lives
(~ $20 to 100m of additional
productivity gains / empowerment).
2. Created a business model – from
ccoonntteenntt tthhrroouugghh ttoo ddiissttrriibbuuttiioonn –– ttoo sseellll
Micro-Information Services that
directly impact livelihoods.
3. Built an eco-system through
partnerships with credit societies,
handset manufacturers, telecom
operators, banks and agri input
companies to reach farmers.
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Impact on the farmers lives…
Ravindra Shinde harvested
“ I used to sell Bananas soybean and was about to sell.
for R. 4 a kilo. Based on The price was Rs. 1620/- (~$320).
RML messages, I He gathered from RML about a fall
negotiated the rate to Rs. in soybean production in the US
7 per kilo with the same and Argentina. He held back the
buyer”. 75% higher price. sale and sold later at 2430/-
((~~$$550000)) ppeerr qquuiinnttaall..
“I I got message on relative
“I have instructed my humidity going up to 70%. As a
precaution, I put a spray of Rs.
labourers to sow the seeds 3
500 (~$10). My friend did not
inches into the soil, earlier
know this. He lost nearly Rs. 4
this method was not
lakh (~$8,000) of his crop that
scientific, they would sow the day.”
seeds 5-7 inches.”
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Massive Return on Investment for customers
Letter of Thanks sent to RML by customer
Mr.Sandeep Lodha,
District – Nasik, Maharashtra
8
Impact on the farmers lives…
Video 2 – RML Overview and Testimonials
9
The multiplier effect of RML…..
Government and Semi-Government Institutes
• The UNDP accolade: Millennium Development Goals
• ICRIER study in 2009: Massive Financial Impact
• World Economic Forum: Showcasing the model
• 10, Downing Street: Showcasing the impact
Leading academic Institutes
• London Business School case study
•• CCaammbbrriiddggee UUnniivveerrssiittyy BBuussiinneessss aanndd PPoovveerrttyy LLeeaaddeerrsshhiipp
Program
• Oxford University and World Bank Study
• Harvard Business School Research
Leading national, regional and global media
• BBC, The Economist, Sunday Times, FT, New York
Times, International Herald Tribune, Fox News, the Wall
Street Journal, Knowledge @ Wharton, and USA Today
• Mention in Nandan Nilekani’s book ‘Imagining India’
• Four page write-up in C.K. Prahalad’s book – Fortune at
the Bottom of the Pyramid