Earth File

A recent trip to my native village taught me a new lesson in rural marketing with a live case study.

My curiosity triggered when I saw an Airtel and IFFICO branded truck standing in front of my house selling prepaid SIM cards to the farmers. My initial investigation started onsite by asking few people around the truck on what was so special about the SIM cards sold in the truck. Farmers were more than thrilled to speak about the cost benefit they were getting and customized value added services attached with the connection.

My second level investigation started once I was back in Bangalore. Like always, I Googled it to dig more information on the initiative. I found the news coverage on the JV launch, which apparently had happened just 15 days before I Googled it. I also felt bad for missing out the news when it happened which was covered in almost all the news and business portals in India.

It’s a new benchmark set by Bharti Airtel Limited, India’s leading integrated telecommunications services provider, and Indian Farmers Fertilizer Cooperative limited (IFFCO) to usher in the Second Green Revolution to benefit millions of rural consumers. The JV is called IFFCO Kisan Sanchar Ltd. (IKSL) to provide big boost to Indian agriculture and rural economy. IKSL will offer products and services, specifically designed for farmers, through IFFCO societies in villages across the country. On offer will be affordable mobile handsets bundled with Airtel mobile connection. The farmer will also get access to a unique VAS platform that will broadcast 5 free voice messages on mandi prices, farming techniques, weather forecasts, diary farming, animal husbandry, rural health initiatives and fertilizer availability etc. on a daily basis. In addition, the farmer will be able to call a dedicated helpline, manned by experts from various fields, to get answers to their specific queries. (not too sure if this is a toll free no.).

Bharti Airtel will offer competitive calling rates @ 50 paise/minute for calls between IFFCO members. This is expected to promote community building within the society and rural community at large. Bharti Airtel will also set up towers at sites provided by IFFCO societies to provide quality services to farmers.

By 2010, the rural population is likely to touch 800 million and two-thirds of those would be prospective mobile users. The platform will help make available voice advices in all local languages. The Indian farmer will be able to look forward to the benefits of mobile telephony and Internet.

Being a strong advocate of mobile as a medium to reach masses at the grass root level, here is one more reason for me to believe why mobile will overtake internet in the rural India.

Finally the year 2007 has ceased to exist. It was an absolute exasperating experience, a journey which took off with a backpack full of ill luck, betrayals, and hurdles ended up in a true bollywood istyle by giving a ray of hope for a bright 2008. It was the most challenging year in my entire life having had to face the unexpected and the toughest situations throughout, both personally and professionally. Promotion came in with a little hike sans additional responsibility; my integrity was questioned for the first time, had to spend the last quarter of the year with almost no work, got to witness and be part of the funniest corporate dramas especially during the last few months of the year. Personal life experience thought me loads of lessons and take-aways for life. I got to see the highest magnitude of change in some people in the close circuit. Few incidents made me realize, even if you know some people for ages, you may not get to know the true colors, be it good or bad.

Post 2007, I have decided not to stay committed to my long time resolution of not making any resolutions for the New Year. Based on the learning’s from the year past, have decided to go ahead with some resolutions for the years to come and keep hopes high to abide by them. Have listed the resolutions below, if any of you find me breaking the same, you have every right to break my knuckles and my knee caps.

> No social service (for socially upper class people J ).
> Change, change and change. (Change is the only constant.)
> Accept life in all hues and fragrances. (Without cribbing).
> Believe in savings. (It’s too tough to honor this resolution).
> Cut down spends on shopping and partying.

Thanks to thosel social networking sites around, one good thing happened in 2007 was being able to track down most of my “Chaddi dosths” from school.

Here is wishing you all a rocking year ahead!