Tell us about the social impact of your innovation. Please include both numbers and stories as evidence of this impact
Brand Rudi was created by Sewa with an objective to provide multiple employment opportunity to the members of SEWA. At the same time it also provide direct market linkage to the small rural producers and make available better quality goods of daily requirement to rural consumer at an affordable price-thus rotating the scarce capital within the village.
RUDI achieves these objectives by branding, marketing, and selling agricultural and daily household products created by the members of SEWA.
The organization has created an impact on the well being of constituents- namely RUDIben by providing following benefits: I
• More than 1500 women from the poorest of the poor families gets direct employment in various stages of procurement, production – value addition, promotion and sales.
• Under procurement of products from farmers for the pilot we are initially able to cover more than 15000 rural farmers and producers.
• The monthly sales potential is Rs. 50,000/- per month in one village and hence an assured income of Rs. 4,000 to 5,000/- per women in the village involved in retail sales
• It also ensures the employment security .Even if the agriculture production failed this is the assured income for them.
• Rural consumers are benefited by getting a wide range of quality product at right price and with proper weights at their doorsteps.
• Quality products of RUDI assure health safety of the rural consumers
• In future RUDI will cover 14 districts and reach to 1750 villages of Gujarat including non rudi districts and also cater to surrounding states of Rajasthan ,Madhya Pradesh, Maharastra.
• Nearly 7000 women will get direct employment opportunities on expansion of RUDI in other fourteen districts of Gujarat.
• The expected monthly sales potential is more than Rs. 100000/- per month in one village and hence an assured income of Rs,8000 to 10000/- per women in the village.
• It will provide an assured market to more than three lakh rural producer members.
• The procurement / distribution hubs will also act as Integrated Information Exchange Centers for the rural members
Problem: Describe the primary problem(s) that your innovation is addressing
Challenge RUDI’s Benefit
Lack of access to high quality agricultural products (Spices mixed with sawdust, etc.) By providing access to high quality agricultural goods and basic household goods, RUDI improves the health and quality of life of the rural consumer and his/her family
Lack of access to basic household goods (Light bulbs, etc.)
Lack of fair treatment by shopkeepers (Inaccurate scales and weights, etc.) By providing access to accurately measured, weighed, and packaged goods, RUDI improves the financial situation of the rural consumer
Lack of competition between retail outlets (Only one store in town, etc) By providing access to retail alternatives for agricultural and household products, RUDI forces other retail outlets to improve their products, pricing, and their customer service, which benefits the village as a whole
Lack of income-producing opportunities for women (In some villages women aren’t allowed to leave their homes, aren’t allowed to leave their homes alone, and/or aren’t allowed to own land, etc.) By providing rural women with work in the District Association Processing Centers or as RUDIbens, RUDI creates several income producing options that rural women can take advantage of in their village or in their own homes
By helping farmers get fair prices, by helping rural women find employment, and by helping rural consumers get access to high quality goods, RUDI is helping rural villages keep their scarce resources within the village while helping the Indian economy take a significant step in the direction of truly “inclusive growth”.
Actions: Describe the steps that you are taking to make your innovation a success. Include a description of the business model. What might prevent that success?
KEY FEATURE OF THE RURAL DISTRIBUTION NETWORK
1. Infrastructure at Rural Distribution network:
Storage center at village hubs
Processing center at village hubs
Distribution centers at village level and district level
Business development/marketing / market research/Training cells at SEWAt
District hubs for coordination at village level (accounting- coordination-training- procurement- storage coordination centers)
2. Procurement of Raw Material:
After analyzing the production data of the nine districts that SEWA farmer members works with the commodities growing in bulk were selected.
After deduction of spoilage amount from the production figures, we have targeted 80% of the total production will arrive at the village hubs to be set up, one between 3 village, where it will be sorted, cleaned and packed. From the village hubs the production will arrive at the District hubs and from there it will be supplied to the other members as a part of the ration kits as per the demand.
3. Target audience of the Rural Distribution network
The major buyers will be our own rural members.
The margins for the target customers will be nominal just enough to cover the basic expenses.
Tie ups with major retail chains like Reliance, Star bazaar
4. Scope for new opportunities due to the Rural Distribution Network.
The rural distribution network will lead to increase in sales to the rural members itself which at present is much low due to lack of proper infrastructural facilities and improper quality management both at the farm level and at the post harvest level.
Also with the establishment of post harvest management operation, cold chain and packaging in the rural distribution network will induce the Sales of processed products. And also help in creation of multitude of employment opportunities.
Results: Describe the expected results of these actions over the next three years. Please address each year separately, if possible
2009-10 2010-11 2011-12
year 1 year 2 year 3
Sales Rs. 3 crores 4 crores 6 crores
new rudiben 200 300 500
district associations 8 10 12
rural sales 59% 64% 68%
urban sales 41% 36% 32%
If your innovation seeks to impact public policy, how?
Approximately 150 words left (1200 characters).