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IDEI-GTG

Philanthropy University- How To Scale Social Impact- Grow To Greatness Team Assignment 4; Food Security Case Study Review
by

Heba Shama

on 8 November 2015

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Transcript of IDEI-GTG

Key Success Factors
Key Challenges
1. Cultural barriers and
Behavior Change
2. Sustain low costs vs maximum increase in farmers' income
3. Counterfeits
1. Cultural Barriers and Behavior Change
Facing the local farmers who are traditionally relying on the moonsoon season for planting, solely growing staple food and do not rely on technology to increase yields. Also, convince diverse farming communtities to use treadle pumps for irrigation and to grow other crops i.e.vegetables to sell in the market.
2. Sustain low costs vs maximum increase in farmers' income
Introducing a low cost pumping system that local farmers are willing to pay for, continuously use and that would enable them to increase their income.

Reduce the costs required to keep IDEI runnig; i.e. staff salaries.

Convincing the donors to understand such a new approach; a market based approach in which farmers pay for a treadle pump.
2. Market Scoping
1. Means to achieve "reach"
2. Market Scoping
3. Change of perspective;
farmers are customers
IDEI maintained sustainability by only spending time and effort on villages that have early adopter who could initiate behavior change; buy the pumps and use them.

IDEI preserved their community integration even after selling their product; by providing after sales services (i.e warranty and mentoring) because they realized the significance of the word of mouth.
3. Change of perspective;
Farmers are customers
Farmers were considered customers -not charity beneficiaries- who pay for the treadle pumps. As a result, the farmers saw it as an investment and therefore they were more keen on using the pumps to increase thier income.

Economic impact;
Small farm holders have increased their crops to three per year, instead of former one, have access to markets, and have now an income increase of around $500USD per year, in average. IDEI has created employment in installation, manufacture and delivering.

1. Means to achieve "reach"
IDEI Communicated and raised
awareness through customed
"Bollywood movies" admired by the
whole Indian community. Movies depended on local heroes and were in local languages. This facilitated IDEI efforts to achieve behavior change is using treadle pumps and growing vegetables to increase farmers' income. Also, these movies were exploited in branding for IDEI pumps.

** IDEI has reached 15 000 villages. Is working in 15 states of India, has engaged 1,3M farmers and is impacting 7M people.
IDE India
3. Counterfeits
Other companies could try to manufacture the pumps which would not just have a negative financial impact on IDEI, but could also bring discredit if the counterfeit pumps were defective.
The relationship between
IDEI's challenges and successes.
Identifying the key constraints is the key of IDEI’s successes in addressing the challenges they faced when starting the program for the first time. IDEI brought new innovation by formulating and introducing people with a low-cost, user-friendly, inexpensive-maintenance technology called ‘treadle pump’ to change people’s habit in growing crops that at the end to enhance their agricultural skills and increase their income.
Grow To Greatness Team
Change the common mindsets and challenge the status-co adopted by other NGOs that consider farmers as recipeints of charity.
The relationship between
IDEI's challenges and successes.
IDEI succeeded to estbish a local NGO that treated farmers as customers which in itself is introducing a behavioral change to the NGOs community working on agricultural development. Depending on local staff, introducing a quota system and having an after sales service insured their credibility and efficiency in keeping low costs.
References and photo courtesy
IDEI website and FB page;

Instead of asking people to use their product in one-on-one sales, they did an attractive way to get people’s attention on their product through a movie and branding their product with a catchy name “KB’ which is the abbreviation of Krishak Bandhu that stands for Farmers’ Friend. They also used a new approach to involve people in a market based system enabling people to be more responsible and increase their sense of ownership of the product that helped ensuring the sustainability.
IDEI also was flexible enough to make the system more affordable to local farmers by providing installments paying scheme. IDEI preserved their values when they replicated their initiative in other states as they adopted a decentralized system depending on local supply and local manufacturers.
Full transcript