PGDM-BD Phaltan Group4

8/8/2019 PGDM-BD Phaltan Group4

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Welingkar

Wadjal Gaon, Phaltan Taluka, Satara District

Exploring the Grassroots

Field Researchers,

Prerna DigheSweety Jain

Shambhu Mandal

Ameya Kamath

Chintankumar Shah



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The objective of this research is:

Visit a rural area situated far away from urban life and understand the lifestyle and

culture of the people of that area.

To find out how they conduct and manage their various businesses and

enterprises there .

To Understand the needs and challenges that they face.

To learn how the village and its people manage to sustain themselves in spite all

the adversities that they face

To obtain knowledge about unique initiatives that they undertake.

To gain insights into the various aspirations and hopes for the future that the

people of the village have for themselves and the village

To develop future scenarios that could be put into place for the benefit and well

being of the village and its people.

RURAL PROJECT

Wadjal Gaon, Phaltan Taluka, Satara District



Rural Project: Sector Wise Mind Maps

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User research - Tools and techniques

User research play a major rolein understanding peoples social

aspiration and technologicalrequirement. We have beenparticipating to the life of Indianvillagers to identify their way of life and how they conduct their various businesses, enterprisesand other such affairs.

It gives us an insight into thevarious problems andchallenges they face,, their needs want s and desires aswell as what can be done in thepresent and future in order toimprove the situation for them ina way that can enhance their quality of life..

Using an interview protocol weinterviewed people about:

the various aspects about their way of life.

How they conduct their daiily

activities

How to they manage their

enterprises

How do they sustain their enterprises

How do they obtain and managetheir income

How to they tackle health-related issues

What technologies and

infrastructures are theydependent on .

The various challenges that they

face. Their needs and the variouschanges and improvements

required.

Through processes such asvisual mapping and shadowing,

we were able to explore the livesof the people. We got a glimpse

into their way of l ife. We learnedabout their aspiration, their

wants, desires, differentassociations they have with

different products, how theyconduct their lives, what they

think of various scenarios andhow they deal with various

situations.

Observation was the most usefultool we had with us on this trip.

Using observation we could mapmovement, moods, actions and

so on. Observation helped usgain insights into lifestyles,

preferences and cultures of thevillagers of Wadjal. Therefore it

was an extremely useful tool andformed the basis of are research.

Interviewing Exploring Observing



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Social Trend- Mapping



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Existing energy - Sugarcane bagasse

The crushed sugarcane baggasefrom the farms acts as a fuel to

heat water.

Sugarcane bagasse goes as fuelat the bottom of the above

equipment.

HOT Water reaches to the

bathroom via pipes as and when

required.

Hot water is generated fromwaste material, thus saving on

electricity and gas.

FunctionHeating Water

Pressure Point: inefficient distribution system. Wet Bagasse causes more smokehence not suitable in rains.

Experience

Status symbol, saves gasand electricity and hencecost effective, readilyavailable .

LimitStoring molasses occupiesspace, Smoke, Drying

required.

ChallengeStorage, reduction insmoke generated from thebagasse.

Chock Point: Smoke, Initial equipment cost.



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Existing energy ± Petrol and Diesel.

Most of the villages usedmotorcycles for commuting and

hence petrol was majorly usedfor vehicles.

The equipments used for farmingalso needed diesel for their

working.

Another major use of this energysource was in tractors used in

farming.

FunctionDriving automobiles,Generators, Dry Cleaning,Cleaning Mechanics.

Pressure Point: Increase in prices, Purity of petrol.

Experience

Mobility, Smell.

Limit

Going to service station,Expensive, Not to be

carried otherwise,Fluctuation in price, Nightavailability.

Challenge

Transportation, Storage,Safety, Purity of the petrol..

Chock Point: Limited resources, Safety.

Another usage that wasobserved was in running the

generators efficiently.



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Existing energy - Gas

In the rainy season the wood,cow dung & other conventional

sources get wet / dampen

If these wet (conventional)sources are used they generate

lot of smoke thereby makingcooking difficult and also

increases health hazards.

Then in such cases LPG isprimarily used for all purpose

cooking

There is no smoke, it burnscleanly hence no health hazards.

FunctionCooking, Heating Water,Transportation, Lighting

Pressure Point: Perceived as status symbol, inefficient distribution system results inincrease in cost and time, not used as primary cooking medium, costly.

Experience

Flame, Smell, Statussymbol, Clean, Insecurity

feeling, change in taste

of foodLimitExpensive, Difficult to get anew connection,

distribution.

Challenge Availability of equally cleansubstitute in its absence.

Chock Point: cost, non-renewable



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Existing energy ± Biogas By ARTI

The village lacks enough energyresources so the need for

alternate arises and alsoexpensive.

The cowdung is then mixed withwater in this concrete container.

The liquid is then transferred intothe dome structure where

methane is then produced duringthe decomposition process. The

gas thus generated is transferred

via a pipeline into the kitchen for cooking and other uses.

The pipeline is connected to the

kitchen.

The energy is used for daily

cooking.

The slurry that comes out of the

plant is used as the fertiliser for the plant.

FunctionCooking

Heating

Lighting

Reuse of waste

Pressure Point: Not enough energy resources so making use of biogas.

Experience

Cheap

Clean

Limit

Depends on the availability

of cow dung

Challenge

Cleaning the tank

Maintenance charge

Labour intensive

Chock Point: Cleaning the tank



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Existing energy - Electricity

Could be generated using bothrenewable as well as non-

renewable resources.

Post-production supply is via gridand there is no difference in

distribution w.r.t. the source of production.

Access to almost all the housesunder rajiv gandhi vidyut yojnaFunction

Cooking, Heating Water,Lighting, washing. Gaming,

and other related activities

Pressure Point: main dependence on non-renewable resources, cost, needs wider distribution network, irregular supplies, poor maintenance (may be due to lack of man-power)

Experience

Clean, easy to use,

Limit

ChallengeSupply less than demand,restricted access to remoteareas, cost, transformersstolen for copper.

Chock Point: Control of Wastage & heat loss

Electricity is required in farmstoo for running the pumps.Safety, heat loss & other

such unavoidable losses.

Electricity goes for different time

periods in different season, with

maximum duration in summer.



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Ecosystem chart of energy in rural India



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Rural consumers consumption pattern

06:00 08:00 10:00 12:00 02:00 04:00 06:00 08:00

Available energy

Desired energy

Kerosene tolight the

house

Wood or cow dung to

cook dinner

LPG tomake teaWood or

cow dung to

cook lunch

Wood toheat bath

water Wood, cowdung or LPG

to make tea

Electricity for Mobile

phone, UPS,water pump

and fridge

Electricity for TV and light.

Daily useof energy

Electricity for:-

Mobile Phone.

Invertors

Water pump



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Retail

No. Of Stores

4 Kirana Stores

2 Auto repair garages which doubled

as hard wear and spare parts shops.

2 restaurants which also sold FMCG

items

Challenges: 1) Power Cuts, 2)water cuts 3) When supply runs out, products have to be

purchased from nearest town, 4) Lack of storage facilites in the villages, 4) Lack of incentives

given to storeowners by companies or advertisers to advertise or prominently display their

products.

ExperienceSmalll stores. Traditional kirana

stores that stocked products as per

the customer's requirements.

Storage

Village located near the town of Phaltan. Hence procurement is done

as an when required. Therefore no

additonal storage facilites required

Location: All stores are located on or near the

highway in order to be visible topasserby

Chock Points: 1) Having to go to town in order to procure supplies when they run out, 2)

Receiving no incentives from companies and advertisers for displaying or advertising their

products.

Prominent Brands Stocked In Retail Outlets



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Retail

THE CUSTOMERS:

Brand Loyal

Do not like to change or switch brands

Have vast brand knowledge due to access to media as well

as developed towns and cities

Strong brand awareness

Customer Bifurcation:

Women Frequently purchase household necessities

like rice, sugar, soaps, Tea, etc.

Men come to purchase cigarettes, gutka, supari, etc.

Children come to purchase sweets & toffees

For items such as clothes & electronics, customers prefer to

go to Phaltan

They have no aspirations to purchase luxury products such

as expensive watches, etc. They are content with their life

style

Information depicted in advertisements influence their

purchase decisions.

The women of the households are the decision makers

when it comes to purchasing products and also trying out new

products

Have strong brand recollection



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Entrepreneurship

Started around 5 10 monthsback and has 18 members in

total right now.

Every member deposits Rs.100 in each week and the defulter

has to pay Rs. 10 each dayahead of the default.

The needy can take the loan atany point of time with the interest

@ 2%.

Value Point: Self sufficient, customized solutions, sustainable.

Efficiency Point: Use of sustainable and easily available source of energy.

Self Help Groups

In the need for money and helpeach other they formed a groupcalled the self help group wherethey deposit money and takeloan in need.



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Entrepreneurship

Started 5 years back with acapital of Rs.50000 taken as a

loan from the self help group.

Runs the restaurants withaverage footfalls of 25 -30

people and average income of Rs.500 everyday.

Sells vada pav, misal pav,kandha bhajiya, tea and cold

drinks.

She also is the president of oneof the self help groups which

has 18 members.

Value Point: Serial Entrepreneur.

Efficiency Point: multi tasking by selling food, newspapers, president of the

self help group and gas collection center.

Laxmi Hotel

A Hotel located on the highwaystarted by this lady 5 yearsback. She is the sole breadearner for the family.

Also the point for the gascollection and she also sells

newspaper called the agro.



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Entrepreneurship

Value Point: Retired civil engineer turned to an entrepreneur realising the need gap.

Efficiency Point: one stop shop for all the arrangements to be done for the

wedding.

Mangal Karyalaya

A place where 2 souls meetwithout the burden of having tomanage anything about their wedding.

Place where only the wedding date is to be known and the wedding is solelyand wholly organised by the center.

They take care of the venue, food, décor and the entertainment bit of themarriage.A center location if the bride and groom are from different destination andlook out for a center location.Wedding done at a sum of Rs. 40000.Payment on advance basis.The profits remaining being used by the center to take care of the little girls of

the village whose families cannot afford to provide them with two squaremeals per day.



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Healthcare : Private Clinic

T

Function

Basic issues like cold,cough, fever , diarrhoea.

Pressure Point: For any serious health issues, patients are referred to thegovernment/ Private hospital in Phaltan.

Experience

Small but airy, clean andhygienic, quick and easyservice.

LimitSmall ,local medicines,only one doctor, only basic

healthcare, Available onlyfor 5 hrs in morning.

Challenge

Government¶s non interest,less population,Homeopath doctor practising allopath. Chock Point: Due to low population, no measures are being taken to improve the

service or bring full fledged healthcare into the village.

One consultationroom and one bed

Very few medicinesare stocked.

Walls plastered withhealth relatedmessages

Only one Doctor One room used as a consultancy and one roomas check up room, one room as IV room. .Instruments comprises of a IV stand, stethoscope,weighing machine for adults and infants, Bloodpressure meter, gluocometer .

Medical waste

collected anddumped in a pit.



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Existing energy - Gas

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Information Technology

Pressure Point: Limited use of information , ignorance about use of information ,technologically challenged villagers

Chock Point: Remote areas and geographies limit reach of Internet. Private Cosdon¶t have incentives to come into villages.

Access to newspaper, but not in everyhousehold. Agro newspaper Gives regular update on latest in agriculture.

Word of mouth is the main source of information. The males in the village gettogether at the village temple in eveningand discuss on various topics.

Government trained teachers are source of information for children and in turn parents.

Gruhabhet register is maintained by theanganwadi teacher.

Function

Knowledge, awareness,progress, sufficiency, right

decision

Experience

Eager to share information,Sometimes informationoverload resulting in lack of interest.

Limit

Challenge Access to remote areas,infrastructure building,Engagement.

Education, Language,

Technology, infrastructure

TV in houses provide entertainment andinformation indirectly. Mobile phones arepresent in almost all the houses. Visits to

Phaltan exposes them to many newthings happening around them.



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Education

In Wadjal a primary school thatoffers education from 1st to 5th

grade is presentIt is a government school

Education is free for gir ls

And fees are minimal for boys.

Mind Maps are used to teach Mid Day Meal program is alsoactive in the school. Different

meal everydayBooks, stationery & Uniforms all

provided by the government.

Pressure point: More demand for quality as the standard of living increases,teachers with outdated knowledge as there is no regular training nor internetconnectivity for the teachers.

Choke point: Poor maintenance and irregular electricity causing a hindrance tocomputer education, lack of audio visual teaching.

Function

Imparting basic education,manners and build confidence.

Experience

Fun and studies, motivation inthe form of mid day meal tocome back to school.

Limit

Beyond 5th better educationfacility available in Phaltan, No

agriculture subject which is theprimary occupation, populationless.

Challenge

Sustain mid day meal withproper taste, reduce the

dropout rate, increase theinterest in education.

Students learn using the picture methodand associate those pictures with words

Memorization & Repition method is alsoused

.



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Rural socio-type - Visual mapping

Reasons for selecting

the Product

Rice is a staple food in Wadjal.

It is consumed by households

every day. Therefore there was

a direct association with the

rice.

Expensive Jewelry is not

desired by the farmers, but they

happen to see such Jewelry on

display in shops at Phaltan &

Baramati. Hence the image was

imbedded in their minds.

Farmers grow fruits and

vegetables in their field, sell

them as well as consume them

for food.

They see this car pass by

through their village on thehighway multiple times every

day.

Everyone in their Village has a

mobile phone and so did each

of farmers we conducted the

test on. Therefore there was a

direct association.

Inferencey We conducted this visual mapping test with 10 Villagers.

y The computer picture was chosen primarily chosen by farmers with

children or by children who have learned computers in school.

y The villagers don¶t have any aspirations to purchase any high-end

products. They are very content with their lives. They like leading a

simple, hassle free life.

Popular Products Picked from Pictures shown



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Rural socio-type - Visual mapping

Reasons for selecting

the product

Therefore there was a direct

association.

They had read about the RIM-

Govt. of India case regarding

Blackberry¶s BBM service

This is the work they do in the

field so they can directly relate

to it.

They don¶t desire watches, but

have happened to see gold

watches on display in Phaltan.

Hero Honda is the number one

selling motorcycle in rural

India. 75% of the households in

Wadjal own two wheelers and

out of that 2 in every 3

households own a Hero HondaSplendour. It¶s the most popular

brand of motorcycles in Wadjal.

They¶ve read about computers,

learned about computers, and

few villagers even own a

computer

Inferencey Their basis for selection was:

They consume the product,They have a visual association with the product,They have read or

learned about the product

y The visual mapping test proved to us that the villagers were well read and extremely aware

regarding current affairs and the activities of the world outside their village.

y They are very well tuned to India¶s popular culture. They know their celebrities and sports

personalities

Popular Products Picked from Pictures shown



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Design direction for innovation

Documents

PGDM-BD Phaltan Group4