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TCS - Tata Consultancy Secvices
mKRISHI®
Bo Ratha
Carolina Lopez
Eliana Gerardi
Nang Tun
Brief Country Context
Companies Description
Business Logic
Development Context
Business Impact
Development Effectiveness
Conclusion & Recommendations
A for-profit rural services delivery platform that caters to the needs of smallholder farmers.
Falls under the TCS Innovation Unit of Tata Consultancy Services (TCS).
Enables two-way data and information exchange between the end-users and repositories of knowledge.
A major IT services, consulting and business solutions firm in India, and one of more than 100 companies that are part of the Tata Group.
A multinational conglomerate and holding company headquartered in Mumbai, Maharashtra.
Founded in 1867.
30 publicly-listed Tata enterprises with a combined market
Project Design:
“Before Tata came to our village, when there was a problem due to pest infestation, we used to take a sample of our plant to the store and ask the shopkeeper for suggestions. The shopkeeper used to recommend and push expensive products that we could barely afford. We knew we were being cheated and that something had to be done, but what could we do? We were crippled by lack of information and alternatives.”
Mathurai Veeran, farmer from Tenpakkam village
Critical issue:
Design Objective:
Challenges:
Why Agriculture sector?
Sources for revenue:
-65% of population depends directly on agriculture
-3/4 of India’s families depend on rural incomes.
-770 million or 70% the majority of India’s poor are found in rural areas
-food production jeopardy
4. Advisory Charges- Membership 41%
5. Crop Consultancy 21%
1. Transaction margin(input supplier) 3%
2. Transaction margin(retail partners) 24%
3. Animal Husbandry Services 12∞%
Generated by:
Farmers (surveys show that the are willing to pay) In other regions farmers are already paying in the range of $1.50 to $9.50 per farmer per season
+
mKRISHI is considering charging the PRIDE (licensing and transaction fees)
mKRISHI
On the experience of the initial pilot, the team realized that the mKRISHI project would be successful just when the farmers can have a better access to credit, inputs and markets
PRIDE: Progressive Rural Integrated Digital Enterprise
CHPCL: Chennay Horticulture Producer Company Ltd
-Empowerment of farmers in group and clusters
-Improved access to markets and marketing facilities
-Employment generation for people in the local community
-In the medium long-term reduced negative impact on environment
-Middlemen will lose revenues as functions has taken by PRIDE
Source: Eliana
Present state: very limited financial access, lending and borrowing.
Aim: more disposal income. Established credit lead to access to the lending and borrowing credit market.
-No information on why they chose the three areas
-mKRISHI developed an application that is compatible with all mobile technology
-Allowed farmers to save messages offline to be sent at a later time. This helped address the loss of messages due to network connectivity issues.
-Lead to a better standard of living in rural communities and the modernity can be experienced as a human construction.
- Even though mKRISHI was very motivated and passionate about making a difference. This is more like a business proposal instead of a development proposal.
PRO: Direct Financial Benefits
iii. Total increase in profit by 88%
i. Total increase in yield by 15%
ii. Total decrease in cost by 19%
PRO: Better living standard leads to better community
CON:
Present state: there is no established buyer and supplier relationship.
Aim: ultimately, marketing scheme to get better price for better produces. This way they can increase household income.
i. Better school
ii. Better hospital
Present state: rural setting, therefore traditional farming.
-Education level
Aim: educated/raise awareness to farmers.
i. This is only applicable to the mKRISHI customers in the selected village. The same is rather small to make assumptions on the whole rural village effectiveness.
CON:
ii. The size is small and any conclusions
-Rural Service Delivery Platform Photo. 2011-2016. Available online. http://www.tcs.com/OFFERINGS/TECHNOLOGY-PRODUCTS/MKRISHI/Pages/default.aspx
-Flag of India. Available online. http://www.mapsofindia.com/maps/india/national-flag.htm
-Map o India. 2011. Available online. http://www.cocohol.com/indian_tours/india_tourism/india-map.php
-Country Profile: India. Library of Congress Country Studies (5th ed.) Library of Congress Federal Research Division, December 2004.
-Inclusive Growth and Service Delivery: Building on India's Success. World Bank. 29 May 2006.
-Business Impact Photo. available online. http://designexpo.businessfightspoverty.org/showcase/progressive-rural-integrated-digital-enterprise-pride/
-Nikam, V. Can mobile revolution supplement the second green revolution in agriculture?. The Dialogue. 2016. http://www.thedialogue.co/can-mobile-revolution-supplement-second-green-revolution-agriculture/
http://www.worldbank.org/en/news/feature/2012/05/17/india-agriculture-issues-priorities
http://www.iimahd.ernet.in/egov/ifip/feb2015/srinivasu%20and%20sampath%20selvan.htm
http://www.ripublication.com/ijafst_spl/ijafstv4n4spl_11.pdf
PRO: Increase in income might lead to better education enrollment rate, health care, and living standard
i. Environmental cost
ii. Population control
i. Family will be able to enroll both girls and boys in school
ii. Everyone in the family will be able to receive basic health care
iii. Everyone in the family will be able to afford basic household = facilities
CON:
i. There is not evidence or example on how the wealth will be distributed
ii. The ones which are better off; will be able to get the first pick and continue to prosper
iii. There is no specific agenda to gap gender equality
iv. All the equality development would only result from reduce poverty
Present state: rura area with limited access to information.
Aim: provide the information gap at minimal cost to farmer.
-mKRISHI provide the most cost effective solution.
Present state: traditional farming, relies heavily on the natural rain.
Aim: to maximize the land usage with crop rotation. More innovative farming to limit the risk.