OUR APPROACH 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 that local private sector comprising of manufacturers, distributors, retailers and installers to
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 ensued 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.
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 (financially and others) and on the other hand generates awareness amongst the target group 10
make available technologies/ services available at affordable yet fair to supply chain members to the small and marginal farmers.
Packaging All technologies must be packaged to meet small and marginal farmer requirements. Typically, technology and other farm inputs come on large packs that may not be suitable for use by the target group.
about the technology and services. The money spent on awareness creation is subsidized through donor grants. IDE-India does not buy or sell any product nor does it make any financial investment or profit in the markets.
