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Scaling up provision of safe water solutions
to the Base of the Pyramid through Aqua+
by Kanika Verma
Associate Program Director, Development Alternatives Group
DRINKING WATER
PROBLEM IN INDIA
Only a ¼ of the total population in India has drinking
water on their premises2
67% of Indian households do not treat their drinking
water, even though it could be chemically or bacterially
contaminated2
India has long faced the challenge of providing safe
drinking water to over 700 million people in more
than 1.5 million villages1
1The World Bank 2UNICEF
21% of communicable diseases in India are water
related1
Society for Technology and Action for Rural
Advancement (TARA)
The structure addresses the inherent need for commercialization for dissemination at scale and impact:
TARA Machines &
Tech Services Pvt Ltd
TARA Micro-
utilities Pvt Ltd
TARAlife
Sustainability
Solutions Pvt Ltd
TARAhaat Information
& Marketing Solutions
Ltd
Society for
Development
Alternatives
Society for Technology
& Action for Rural
Advancement (TARA)
Society for Development Alternatives
Non-profit focused on research and innovation
Operational from 1983 onwards
Works through projects and grants
Society for Technology and Action for Rural
Advancement (TARA)
Hybrid focused on incubation
Operational from 1990 onwards
Works through sales of products and services
INNOVATION
INCUBATION
COMMERCIALIZATION
Scalable Solutions for People and Our Planet...
TARAlife Sustainability Solutions Pvt. Ltd. (TARAlife) was set up in 2014 to fulfill basic needs of people in the rural market
WHAT IS AQUA+
Sodium hypochlorite solution produced through electrolysis using
technology developed by Antenna Technologies
30 min
• Selling Price: INR 42 (.58 EUR) /bottle
• Net content: 50 ml
• Active chlorine concentration: 6g/l
• Recommended dosage: 2 drops per litre
• One bottle purifies 500 litres of water
• Shelf life: 6 months from the date of manufacturing
The Magic of Two Drops
QUICK SNAPSHOT JOURNEY SO FAR…
2010 TARA
partnered with
Antenna
Technologies
2011 2012 2013 2014 2015 2016
Market
study Prototype
developed
Business
model
development
Stabilization
of Aqua+
Production
centralized Test launch
of the
product
Setup
delivery
network
and supply
chain for
Aqua+
Commercial
launch of the
product
INR 20
Shelf life: 40 days
INR 42
Shelf life: 6 months
TARAlife
setup
Finalization
of
Business
model Social
Marketing
Expansion
of delivery
systems
Social
Marketing
Expansion of
operations in
India
Test
alternative
delivery
models
Social
Marketing
toolkit
Multiplication
in South Asia
Replication
toolkit
Microfranchisee
model Social
Marketing
toolkit
M&E
app
Project mode Commercial mode
TAF: Implications on the project
User/Buyer • Need to promote Aqua+ as an energy and money saving solution
• Need to train last mile distributors to be more aware about the product
Producers • Need to conduct continuous social marketing combining economic rationality and
health issues
• Need to work on increasing the shelf-life of Aqua+
Distributors • Need to sell Aqua+ as part of a basic needs multi-product portfolio
• Need to get national certifications to make the product more credible
• Need to enhance the brand value through intensive training of last mile distributors
Regulator/Investor/Facilitator: • Need to align the initiative with government’s existing schemes to create awareness
and raise funds
TOOL USED FOR ANALYSIS
The TARAlife Business Canvas
Key Partners Key Processes Value Proposition Customer
Relationship
Market/Customer
segment
Key Resources Distribution
Channels
Main costs sources Main income sources
• Grant partners
• Investors
• Technology
Partners (DA,
TARA)
• Micro-
franchisors
• R&D and
maintenance
• Regular Social
Marketing
• R&D
• Production unit
• Distribution
network: Micro
franchisees
Safe drinking
water for the
BoP segment
through bottled
chlorination
based
Household
Water Treatment
(HWT)
• Mobile based
application
• Personal interaction
through micro
franchisees
• Trained and
branded micro
franchisees
• Production costs for certain products
• HR for procurement, account management
• Costs for product maintenance and certifications
• Management of distribution network
• Sales of Aqua+ as a HWT product
• Sales of Aqua+ as part of a multi-product
portfolio of basic needs products
• Villages of UP,
Bihar and MP
• No. of HHs: 350
per village
• 5 people/HH
• Average HH
income: INR
5000 (68 EUR)
/month
THE PRODUCTION SETUP
An enhanced production facility has been setup at Orchha (Madhya Pradesh)
CURRENT SCENARIO • Technology on site: 4 Maxi-WATA devices • Production capacity of the unit: 240 litres/day
DESIGNING DISTRIBUTION CHANNELS
NEED ASESSMENT SURVEYS AND CONSUMER INTERACTION
60% of the people do not treat their water because of lack of Access to and/or Availability of an Affordable
water purification solution
Multi level marketing model
TARAlife End consumer
NGO Partner
Sales Entrepreneurs
Identification Social Marketing Sourcing other
basic needs
products
In-house
manufacturing
Micro-franchisors Micro-franchisees
Micro-franchisees
Micro-franchisees
End consumer
Micro-franchisee model
Social Marketing
Energy
Clean Fuel
Health
WASH
SOCIAL MARKETING
Since 2013, TARA has been conducting active social-
marketing, making people aware about the importance of safe
drinking water
Till date, more than 50,000 households have been provided
access to Aqua+ across UP, MP and Bihar
Case study: Bhadohi district, UP
Hypothesis: Selling Aqua+ through skilled and literate women
Approach: Leveraging existing TARA infrastructure
Villages covered: 15
Outreach: 3500 people: including
3100 women, 100 children, 150 men
Bottles sold during the 3-day
campaign: 432 bottles
Bottles sold 3 months post the
campaign: 8000 bottles (May–July’16)
EXPANSION AND SCALE OUT
With Aqua+ as part of a multi-product
portfolio, and each micro-franchisee
reaching out to 25,000 households,
TARA aims to reach out to 60,000
villages providing access to basic needs
products and services to 300,000 households across UP, MP and Bihar by
2021
Process of leveraging its existing footprint and capitalizing on
its captive market. The evidence of success will be measured
against:
• Density of usage and retention
• Microfranchisee retention through incentivisation
OUR VISION
“It has been a month since I have been using
Aqua+. I have relief from stomach pain and bloating
problems. I also feel that using Aqua+ would prevent
us from having diseases like Jaundice, etc. Long
term use would determine the long-term benefits of
using Aqua+.”
Manju
28th May 2016
THANK YOU