“ is a social enterprise that

aims to create sustainable livelihoods by

creating entrepreneurs, who provide

socially impactful products to consumers

at the base of the pyramid at an

affordable cost.

The Goal:

To create 100,000 rural livelihoods

by 2020

Overview and Mission

Project Dharma Mission

Improve Quality of Life

Enable corporations to access India’s last mile rural consumers affordably

Provide appropriate feedback to facilitate continuous product improvement

at the Base of the

Pyramid

Provide every Indian home with products and services that will enhance their quality of life at an affordable price

Educate rural consumers about life-enhancing products

Enable Access Empower

Entrepreneurs

to rural last mile

in rural India

Empower local entrepreneurs to create sustainable livelihoods and become change-agents in their communities

Strategic Partnerships

Pratham is the largest non governmental organisation working to provide quality education to the underprivileged children of India. Pratham and Project Dharma work to provide livelihood generation possibilities for budding Rural Entrepreneurs by providing them with a structured training program.

Shell Foundation focuses on global development and environmental challenges linked to the impact of energy and globalization. Dharma has been supported by the Shell Foundation as a partner for last-mile distribution of social impact products.

• London Business School recognition

• Winner of 2009 Entrepreneurship Summer School @London Business School

• Winner of Global MBA Odyssey competition

Dharma’s Journey so far….

Sep 2009 Dec 2010 Jan 2011 Q1’2012 Q2’2012

Pilot and Initial Operations Creating Building Blocks Implementation

• Formation of Dharma in • Hiring of key staff • Execution and scale-up of

September 2009 model across: • Optimisation of sales system • geographies

• Pilot in Maharashtra with • partnerships

one product in one district • Establishment of • products

advisory board

• Expanded pilot with four • Strengthening of products and test in three • Selection/Implementation organisational backbone

States of IT system

• Working toward

• Development of profitability

training programme

• Key business processes

established

Project Dharma Distribution Model

Direct Sales Model Partnership Model Hybrid Model

• Recruit rural young • Microfinance • Partner with village

adults at the BoP to institutions retailers sharing

be Village Level • NGOs & Dharma’s mission

Entrepreneurs foundations • Appoint retailers as

(VLEs) • Dairy stockists to

• Train VLEs on retail cooperatives maximize product

sales module • Distribution availability

• Provide VLEs networks with • Combines the

socially impactful similar mission benefits of a retail

products outlet with those of

• Support VLE a direct-sales

incremental rise in model

Income

VLE Model &Coverage

Dharma Sales Entrepreneur Programme

The Sales Entrepreneur program is designed in line with Project Dharma’s mission of creating

livelihoods:

The Model:

• We train underprivileged people especially unemployed youth and women in selling skills.

• They are further given product training. • Once trained, they become sales entrepreneurs and are able to create a

sustainable livelihood for themselves. • Training enables them to seek employment elsewhere in case they wish so. • There is regular support and mentoring by the Dharma team.

Coverage Plan

States Current Coverage Proposed

Bihar Patna, Gaya, Aurangabad Madhubani

Uttar Pradesh Sultanpur, Faizabad, Allahabad, Rae Bareily, Lucknow

Karnataka Bangalore Rural, Mysore, Tumkur -Increase in Taluka penetration

Maharashtra Kolhapur, Aurangabad, Akola, Washim, Solapur ,Jalna, Nashik ,Jalgaon, Amrawati,

Yawatmal, Satara, Sangli Nagpur

Delhi and NCR South Delhi, Ghaziabad Entire NCR and Delhi

Other States In Planning Stage

Total reach 18 districts 28 Districts (Including current coverage)

Product Mix

Current Product Portfolio

Project Dharma is committed to making life-enhancing products accessible and affordable to the bottom of the pyramid consumer

Indoor Pollution

Advanced cooking stoves and solar lights reduce indoor air pollution and prevent respiratory disease.

Waterborne Disease

Water purifiers provide safe drinking water at a low cost.

Malnutrition

Fortified fast moving consumer goods (FMCGs) such as Coca-Cola’s Vitingo reduce malnutrition and promote good health.

Livelihood Products

Sewing machines and Cycles provide a source of livelihood.