a transformational business directly and positively impacting the agri community

Download A transformational business directly and positively impacting the agri community

Post on 01-Jan-2016

212 views

Category:

Documents

0 download

Embed Size (px)

TRANSCRIPT

  • A transformational business directly and positively impacting the agri community

  • The power of RML..A progressive farmer from Madhya Pradesh set up a small dairy to supplement the earnings from the agriculture. He chose the Jersey breed, quite unlikely in the area and set up a shed for 10 cows. The decision was validated when his monthly net profit went to Rs. 30,000. Reuters Market Light published this information to their subscribers through a simple SMS in Hindi:

    9981827471 10 16/ Rs30,000/ .

    Bahadur Singh was overwhelmed as he received over 500 calls from farmers in almost every corner of the state. Bahadur Singh was exhausted but satisfied for he had become the role model for hundreds of farmers. Bahadur Singh ThakurMadhya PradeshOn publishing of News by RML about the achievements in Organic farming and Vermicompost manufacture, a farmer received more than hundred calls from farmers belonging to different parts of Karnataka to know in detail about the practices, few farmers had even visited his farm to know about in person. He was overwhelmed and happy to know about his contribution and service to the farming community- Shivamma organic farmer from Shimoga district in Karnataka. RML SMS informed Maharashtra farmers of one of the best rose farmers and he received over 700 calls to know more about the floriculture that fetches Rs. 100,000 per acre. More than 200 farmers paid visit to his rose farm to get first hand information and knowledge about the floriculture. - D. G. Kathe from Nasik district

  • Consumer ImpactVideos

  • About RML Impact Assessment Journey so far

  • The Need. What price should I expect for MY crop?

    When should I harvest and where should I sell MY crop?

    What is the likely weather condition in MY district?

    How can I boost MY productivity?

    Where do I get insurance, loan or the subsidy from?Hence, a need to develop a scalable agri information model that could reach millions of farmers in a cost effective, self sustainable manner while providing for individual farmer level personalization of information. Lack of timely, unbiased, localized and accurate informationAvenues to easily purchase / access this information in an easy to use formatHigh dependency on the middlemen and a patchy network of ad-hoc information sourcesEconomic and Emotional pain for the farmerBy one estimate, a farmer in India gets only 20-25% price of their final produce vis--vis 40-50% in the developed world. Nearly 60 percent of the working population makes its living from agriculture

  • The Idea and Research Phase

    Seed Funding & Research with hundreds of farmers all over India.

    Small scale market trials funding - A small scale service is run in Maharashtra along with running an ethnography study

    Launch in Maharashtra in October 2007 RML was launched as a business

    RML launched in Punjab2007 / 2008Launch of RML Direct - RML launches an award-winning first ever card for Micro-information Services designed specifically for the farming community.

    Partnership with Idea Cellular

    Partnership with Biostadt

    Pan India expansion - RML expands content operations in 13 states of the country. 2009Launch of the first crop specific product RML Potato.

    RML wins six awards including The World Business Development Award (WBDA) from the UNDP, ICC and IBLF.2010 Rapid scale up

    RML Impact validated through studies conducted by various independent organizations like World Bank, USAID, GIZ, LBS

    RML crosses the 1 million unique registered consumers markRMLs Journey

  • About RML Impact Assessment Journey so far

  • *Reuters Market Light (RML) is a pioneering, multi-award winning service providing personalized agri information over mobile phones to agri community1 million unique subscribersestimated 50,000 villages 17 states 600 crop varieties3,000 weather locations1,300 marketsService Highlights8 languagesLocal contentSimple user interfaceOn all telecom operators & handsets Impact AssessmentAbout RML

  • Easy to use product experience2. Scratch Card 3. Call a toll free numberService Starts* Impact AssessmentAbout RMLDesigned to provide a very easy to use product experience1. Purchase Card

  • *RML creates, aggregates and disseminates best in class agri contentMarket Prices: Several hundred on-ground reportersWorld class data quality processesFastest and most accurate market pricesLocal Weather: Partnerships with IMD & private playersCross-validation of weather forecastsAccurate local weather forecasts along with weather based advisoryAdvisory & Intelligence: In-house experts at state and national levelPartnerships with agri research institutions and universitiesRelevant, actionable and easily understandable information Impact AssessmentAbout RML

  • About RML Impact Assessment Journey so far

  • Impact Assessment: Farmer testimonials* Impact AssessmentAbout RML

  • Impact Assessment: Farmer testimonials (Gujarat)* Impact AssessmentAbout RML

  • Impact Assessment: Success Stories..* Impact AssessmentAbout RML 30% 60% 8120617103. This news generated over 150 calls and 7-8 farmers from Khargone, Dewas and Harda districts traveled to his farm to know more about Drip Irrigation and how it enhances the production and makes economy of water. This visit of farmers to my farm enhanced my reputation in the village. Its all because of RML, said Madhusudan Dhakad.************* According to P. K. Singh, Chief Agriculture Officer, District Udham Singh Nagar, he received over 70 calls from the farmers when RML informed its subscribers via SMS that subsidy on paddy thresher is available. The officer, who had initially consented to publish his telephone number, was taken aback as the department did not have adequate supply of thresher to meet the farmers demand. He, however, was excited with the power of RML and agreed to share relevant and important information with RML, which would positively impact farmers in the state.

  • Marketing*Independent validation of RML impact - Impact AssessmentAbout RML

  • Few other recognitions by institutions of excellence in India and around the worldRML helps farmers get clarity on the prices their produce would fetch, when they should harvest crops and the likely weather conditions besides availability of crop insurance. This data suggests that the RML service can significantly increase the availability of price information for farmersWhat we are seeing in RML is the front end of a learning curve where the younger and more progressive farmers are learning to exploit the technology,Innovative work of RML in India is spearheading a service where farmers receive information on the price of crops at markets of their choice RML recognized at the WEF in Davos - 2010UNDP awards for achievement of Millennium Development Goals in 2008 and 2010RML service was perceived as providing information that was better tailored to the subscriber and was considered easy to access ICRIER study (2010) on agri information servicesFT & JustMeans Social Innovation Award in 2010

    Mention in Nandan Nilekani's book 'Imagining India'Prof. C.K. Prahalad'spath-breaking book "Fortune at the Bottom of the Pyramid"Case StudiesAnd many moreAccenture Report Masters of Rural India showcases RML as one of the 3 successful rural brands alongside Unilevers and Hero Honda* Impact AssessmentAbout RMLAwarded to RML Card as Runner-up in the Private Sector - Agriculture & Allied Activities

  • *For more information, please visit www.reutersmarketlight.com

  • *For more information, please visit www.reutersmarketlight.com

  • *

  • Impact Assessment: Independent USAID ACDI/VOCA PIKA study change in information sourcing behavior*Before Project interventionPreferred sources of information for farmersMore than 90% farmers showed willingness to continue the servicesAfter Project intervention Impact AssessmentAbout RML

  • Impact Assessment: Independent GIZ study change in information sourcing behavior*Information Source During RML SubscriptionPreferred sources of information for farmersAlmost 90% farmers showed willingness to continue the servicesNormal Information Source Impact AssessmentAbout RML

  • Impact Assessment: NABARD IMRB study highly satisfied consumers*SatisfactionWhether would like to continueRecommend to other farmersYes - 89%No - 11%Extremely SatisfiedSomewhat SatisfiedSomewhat DissatisfiedExtremely Dissatisfied Impact AssessmentAbout RML

    Chart1

    153460

    Extremely Dissatisfied

    Somewhat Dissatisfied

    Somewhat Satisfied

    Extremely Satisfied

    Sheet1

    Extremely Dissatisfied1

    Somewhat Dissatisfied5

    Somewhat Satisfied34

    Extremely Satisfied60

    Chart1

    153460

    Extremely Dissatisfied

    Somewhat Dissatisfied

    Somewhat Satisfied

    Extremely Satisfied

    1%

    5%

    34%

    60%

    Sheet1

    Extremely Dissatisfied1

    Somewhat Dissatisfied5

    Somewhat Satisfied34

    Extremely Satisfied60

    Chart1

    85

    12

    3

    Yes - 85%

    Maybe 12%

    No 3%

    Sheet1

    yesMay beNo

    85123

  • Impact Assessment: Few examples of Farmer Surveys actionable and relevant contentFarmer feedback on benefits realizedFarmers use various components of RML service as per their needsKey Insights100% farmers are satisfied and they took decisions on the basis of RML information80% farmers fetched higher prices for their produce78% percent farmers could save their money80% farmers realized incremental productivity*Key Insights Every farmer has been benefitted from RML from one or mor

View more >