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Expanding Reach: Partnership Opportunities
Innovations: Emerging Businesses
Capabilities: Redefining service standards
Rural India: Bharat Driving India
Sahaj: Raison d’etre
Agenda
SREI Infrastructure Finance Limited
Sahaj:100% subsidiary of SIFL
Listed on BSE, 1st infra co. listed on London Stock Exchange
Network of 86 offices in India and 3 in Russia
SREI: 4 billion dollar infrastructure finance company
Pioneer in infra. Financing, with 22 years experience & turnover of 20,000 crore
Sahaj: Bridging the Divide
Rural Cit izens Global Vi l lage
ACCESS TO
THE WORLD
Human interface for
the consumer
Tech
nolog
y to e
nsure
faste
r
an
d fra
ud fre
e
trans
actio
ns
Support structure
Through its digital, physical and human network Sahaj provides efficient access to Remote Rural
Positioning
State of Art Technology
28000 CSCs across 6 states
Pop Strata: Sub 10,000
Delivery of Products & Services
Dimensions
Sahaj providing services to villages with pop strata of sub 10000 through 28000 CSCs across 6 states by adopting technology
Reliable point for delivery of Products & Services
Reliable point for delivery of Products & Services
Access to 280 million people through 28,000 VLEs
Access to 280 million people through 28,000 VLEs
Bridge the 'delivery gap in GOVT, COMM & SOCIAL
Bridge the 'delivery gap in GOVT, COMM & SOCIAL
Empowerment through information
Village Level entrepreneur helps in dissemination of information through its ICT Centre : Human face to technology
Making Information & Knowledge Available
National e-Governance Plan
Sahaj has the largest CSC network
Entrepreneurship at vil lage level
Technology to overcome geographical barriers
Public Private Partnership (PPP) Mode
Sahaj is India’s largest CSC partner of the NeGP of Ministry of Information Technology of Govt. Of India
Management Profile
Rural Induction program for all employees
People who have seen rural India
in the cusp of Change
People who have been part of strategic
corporate rural interventions
Specialists with provenrecord of successful
consumer engagements & brand launches
Drivers of Innovation and those who can usher change with significant
scope and scale
Young vibrant professional from diverse backgrounds
Galvanizing paradigm shifts
Expanding Reach: Partnership Opportunities
Innovations: Emerging Businesses
Capabilities: Redefining service standards
Rural India: Bharat Driving India
Sahaj: Raison d’etre
Agenda
64% of Total Expenditure
64% of Total Expenditure
56 % of Total Income
56 % of Total Income
33 % of Total Savings
33 % of Total Savings
70 % of Total population
70 % of Total population
• More than half of FMCG and durables, 100% of agri inputs and 40% of automobiles sales comes from rural
• 175 million mobile connections in rural…440 million by 2012• Half of Life insurance policies sold in rural • 6 million self- help groups in rural…4 million linked to micro credit
Contributions from Rural
Rural Income Composition
• Traditional rural income sources from farming – now changing to non-farm• Typically at least one person from farming households is employed in service sector regular monthly incomes allowing planned expenditure.• Thus, less dependence on erratic agriculture and seasonal incomes.
Expanding Reach: Partnership Opportunities
Innovations: Emerging Businesses
Capabilities: Redefining service standards
Rural India: Bharat Driving India
Sahaj: Raison d’etre
Agenda
Sahaj Operation Model
Challenges of cash management and information flow addressed through real Time Transaction and voucher based funds flow
SERVICES
Sahaj Bouquet of Services
Low Engagement
High Engagement
Low
T
icke
t
High Ticket, High Engagement
• 2 wheeler• Tractor sale• Life Insurance• Power Til ler• PFRDA
High Ticket, Low Engagement
• Gas Cylinder Booking• General Insurance• Renewal Premium
Hig
h
Tic
ket
Low Ticket, Low Engagement
• BSNL Bil l payment• West Bengal Electr ici ty Board• Oxygen • IRCTC• Courier service
Low Ticket, High Engagement
• Agricultural Service• Consultat ion services• Commercial tax• G2C• UID
SERVICES
Sahaj Bouquet of Services: Ticket Size
Low Engagement
High Engagement
Low
T
icke
t
High Ticket, High Engagement
•No. of services: 11•Average Ticket Size: 5000•No. of transactions: 5%
High Ticket, Low Engagement
•No. of services: 8•Average Ticket Size: 2000•No. of Transactions: 9%H
igh
T
icke
t
Low Ticket, Low Engagement
•No. of services: 10•Average Ticket Size: 350•No. of transactions: 76%
Low Ticket, High Engagement
•No. of services: 6 •Average Ticket Size: 850•No. of transactions: 10%
CSC – State wise status
STATE No of Distr icts No of blocks
Roll out Connected
ASSAM 18 147 2833 2780
BIHAR 27 361 5387 4001
ORISSA 16 149 2426 1878
TAMIL NADU 4 56 1976 1047
UTTAR PRADESH
24 334 5560 3935
WEST BENGAL 18 341 5822 4412
TOTAL 107 1388 24004 18053
Data Card23%
BSNL20%
Others5%
VSAT52%
Sahaj is the largest CSC player with 32 % of mandate and the only player with a dedicated web portal & data centre
Profile of Sahaj CSCs
•3 Inside walls (2 side Walls + 1 centre wall)•1 outside wall (Front)
CSCs within 20 to 80 kms from Tehsil level
Average CSCs size: 200 sq feet
Branding Space Available
Timing: 9:00 am to 7:00 pm
High footfal ls between 9 to 12 and 4 to 7 pm
Locations near market places providing homogeneous cluster of audiences around CSCs and high footfalls in CSCs
Sahaj VLE Profile: Income
Work Category VLEs
Distribution (%)Average Income
Contribution by CSC (%)
General Merchant 19 5800 20
Contract Type Work 8 11500 10
Big Merchants 7 14500 10
Agri. Related Business 20 6800 20
Business Agent (Insurance) 7 8800 20
Service provider 11 8100 15
CSC Only 28 3950 100
Sahaj VLEs have higher disposable income and willing to undertake new businesses
14%
22%
29%
21%
8%
1% 1% 3%
0%
5%
10%
15%
20%
25%
30%
35%
A1 A2 A3 B1 B2 C1 D1 D2
Data Source: MART Study’Aug 2011
VLE
Prepare Customized MIS
Pamphlet Distribution
Communication in
Local Dialect
Data entry
Can organize events
Miking
Facilitate Training
Sahaj VLE: Grassroots Influencer
Sahaj VLEs serve as Key Opinion leader of the village and can undertake multiple activities and organize events
VLE can d o these a ctivities
VLE can o rganize activities
Sahaj Customers’ Profile
Online Transactions 13
Offline Transactions 18
Idle Footfalls 12
Footfalls 43
Footfalls at CSC
Age Profile
Expanding Reach: Partnership Opportunities
Innovations: Emerging Businesses
Capabilities: Redefining service standards
Rural India: Bharat Driving India
Sahaj: Raison d’etre
Agenda
Emerging Businesses for Sahaj
Ad- sales (OOH)
Activation/BTL
MR/DataCollection
CUSTOMISED GRASSROOT INITIATIVES CUSTOMISED GRASSROOT INITIATIVES
Sales & Distribution
Edutainment centres
Marketing Research
PEOPLE PROCESS SYSTEM
• Questionnaire hosted on Sahaj website• Data collected online• Collection Fees paid to all tiers through Skash card
VLEs
MVLEs
Sales Executive
District Manager
• Back checks at all levels• Back Checks through CRM• Online data capture• Data Digitisation at 10 centres per district
Past Projects
• Demand for new Services (April’ 2010)• Cinema and TV viewing habits (Oct’2010)• Entrepreneurship model for a PHD student (Jan’ 2011)• Study by Nielsen on VLE profile (Sep’ 2011)
Sahaj VLEs can collect consumer insights from rural India
Ad-Sales & Activation
Inventories for Advertising• Walls, hoardings, Bus-stop, Schools etc• Sahaj Portal & magazine (Setu) • RCCs and Sahaj Training Centres• Sahaj Aaina (OOH)
VLE: The New Age Marketing Thekedar• Identifies media inventory in all 6 mapped villages• Negotiates deals with local inventory owners • Monitors media inventory in the cluster of villages
Sahaj CSCs offering the last mile reach
Sahaj Aaina: OOH • Digital OOH launched for the first
time in rural India
• Regional Content for all 6 states
• Content mix: Education, Entertainment and Social
• Hyperlocal medium for advertising
• Cost per exposure: 0.35 paisa
Sahaj Aaina is stretching media boundaries to reach out to media dark villages
Sahaj Edutainment centres
• IEE: All 3 key services to be provided through a single platform
• Digital platform using VSAT, Projector and Screen
• Sahaj entertainment centre will provide an electronic platform for
ENTERTAINMENTEDUCATIONINFORMATION
…… through single screen in villages
Bringing education and entertainment together to remote rural locations
Sales & Distribution: Options
Sales & Sales & DistributionDistribution
BB
EE
CC
DD
AACONSIGNMENT SALES
REFERRAL MARKETING
SOLESELLING AGENCY
STOCK & SELL
ORDER & SELL
Sahaj offers multiple models for distribution of products
Expanding Reach: Partnership Opportunities
Innovations: Emerging Businesses
Capabilities: Redefining service standards
Rural India: Bharat Driving India
Sahaj: Raison d’etre
Agenda
We assure you of…
CAPABILITY
OPPORTUNITY
MEASURABILITY
• 6 states, 107 districts, 23k CSCs• Reach under 10k pop strata • Footprint of 44 customers / day• Average OTS of ____• Average transaction ticket size of Rs. 450/-• State of the art online portal• Trained talent for f lawless execution
• Multiple branding touch points: CSC & in - vil lage• Consumer engagement programs • Product Sales & distribution• Ground level MR – trade & consumer segments• Localized engagement & all iances
• Real t ime ground MIS for all portal based transactions • VoC based on agreed time frame.• Proof of execution – pics, videos etc• Consumer validation data• All on - ground MR assignments