APPROACH “When the poor at the bottom of the pyramid (BOP) are treated as consumers, they can reap the benefits of respect, choice, and self-esteem and have an opportunity to climb out of poverty trap.” Proff. C. K. Prahlad, The fortune at the Bottom of the Pyramid: Eradicating Poverty Through Profits.
distributors, retailers and installers to make available technologies/ services at affordable yet fair price to small and marginal farmers. Following this approach, IDE- India strives to make the technologies and services accessible to even the poorest farmer by address the following factors:
Poverty: Technologies/ solutions must be designed with the target market in mind- poor farmers with little capital who require a quick Return on Investment (ROI).
Product: Technologies are field tested with small and marginal farmers and adapted to local conditions to ensure appropriateness, effectiveness and return on land and labor plus additional profit.
Price: price is critical and therefore, all effort is made to produce products with low price points. Presence of multiple supply chain helps in increasing competition in free market, which ensures increase in quality and reduction of prices.
Promotion: effective promotion strategy is central to creating a groundswell of demand leading to a force multiplier and wild fire impact.
Place: It is important to consider the accessibility of the marketplace where small and marginal farmers can learn about and purchase the technologies and services. Therefore IDE- India focusses on village markets that are close to where the farmers live.
Packaging: All technologies must be packaged to meet small and marginal farmer requirements. Typically, technology and other farm inputs come in large packs that may not be suitable for use by the target group.
It should be noted that IDE-India only facilitates the supply chain. IDE-India establishes a supply chain on the one hand by carefully selecting partners that invest their own resources 10
IDE-India's approach Market Based Approach or the Free Market Led Poverty Reduction and Rural Development Approach is to put income generating solutions (technologies/ services) into the hands of the small and marginal farmers. To facilitate this, IDE-India as facilitator stimulates local private sector comprising of manufacturers,
(financially and others) and on the other hand generates awareness amongst the target group about the technology and services. The money spent on awareness creation is
subsidized through donor grants. IDEIndia does not buy or sell any product nor does it make any financial investment or profit in the markets.
