Marketplace Literacy Communities Empowering low-income communities through the marketplace

• What is marketplace literacy

– Not basic literacy – Skills, awareness of rights, and self-confidence needed to function in the marketplace.

• Direct geographic focii– North, Central and South Chennai, Tamil Nadu, South India– Villages in Uthiremerur Taluk (2 hours from Chennai), Tamil Nadu, South India

• Beneficiaries and Activities– Approximately 100 self-help groups of 15-20 women each– Marketplace literacy education– Links to financial institutions– Assistance in maintaining financial records– Ongoing support for running enterprises

• Partners and Scaling Efforts– Subsistence Marketplaces Initiative, University of Illinois– Marketplace Literacy Project, USA– Madura Micro Finance (one of the largest microfinancing organizations in the world_

• Scaling video-based marketplace literacy education to large audiences

Embedded Laboratory in Rural South India

Close to Chennai, South India Sample profile of a village -

Population of 750, agriculture based economy

Network of small villages with one central town

Developing relationships with farmers, women self-help groups, entrepreneurs, middle men, store owners

Enables innovative education and research

2

Agricultural Study for ADM Institute

• Quantitative survey – Number of farmers - 54 – Number of villages - 10– Sizes of villages, other variables - from 238.50 to

500 hectares

– Population - 750 to 3000

• Qualitative interviews of stakeholders

S.No Name of Category No.of sample

1 Agriculture group leader 3

2 Govt . Agriculture dept 4

3 Govt. civil supply dept 1

4 Fertilizer seller 1

5 Tractor owner 2

6 Rice mill owner 1

7 Private seller 1

8 Village panchayat staff 1

9 Irrigation Association leader 1

10 Govt . Agriculture dept focus group

1

11 Farmer focus groups 2

Photo documentation of post harvest storage

Photo documentation of post harvest storage

Photo documentation of post harvest storage

Photo documentation of post harvest storage

Photo documentation of post harvest storage

Photo documentation of post harvest storage