India

Geetika Agrawal is pursuing her MBA at the Stern School of Business at New York University, specializing in Finance and Social Impact & Innovation. She is currently a Summer Associate at the Acumen Fund India office, where her focus is on building out the Agriculture portfolio and consuming as many mangoes as possible. She holds a BS in Computer Science from Stanford University.

The agriculture industry employs 60 percent of the Indian labor force, according to the CIA World Factbook. The backbone of this sector is the small holder farmer, those living off less than five acres and earning on average about 160 INR per person per day (approx $3 USD). While the Green Revolution increased the productivity of the farming sector and helped alleviate some hunger issues in the country, it did little to increase the livelihoods of the farmers.

In fact, within the fruit and vegetable sector today, there is a post-harvest wastage of 20-40% due to many factors: a lack of storage facilities, poor transportation logistics, a complicated web of middlemen, a dearth of quality controls and other critical supply chain inefficiencies.  This means farmers are often unable to fully realize the value of their crops. These issues in the agriculture sector are further thrown into relief by the fact that while India is the second most productive country in the world when it comes to produce variety, quality, and quantity, its total fruit production represents 8% of the world market share and its vegetable production equals only 15%. Illustrating where the inefficiencies hurt India, the Netherlands imports mangoes from Chile, at half the price, despite the fact that Chile is twice as far away.

On the bright side, supply chain inefficiencies and a demand for innovation regarding sourcing are a cries for help - and for creative business models. With these motivations, the Acumen Fund India team has started to build out a strategy and pipeline for investments in the agriculture industry. As a Summer Associate, my first task is to build a detailed case for Acumen’s involvement in the fruit and vegetable market. After a week of office ramp-up (i.e., numerous hours of quality time with the computer), it was time to get on the ground and understand how the kilos of mangoes I’d be consuming since I arrived in India actually got from the small market to my plate.

I jumped into an autorickshaw and headed to Rythu Bazaar in Hyderabad, a government supported market that allows farmers to sell directly to the customer. These bazaars are still relatively new, created to cut through the complicated set of middle men who would eat away profits through commission and price gouging.

My trip to Rythu was a unique opportunity to converse with the farmers and understand better their daily activities. They were open and eager to share their different methods of getting their produce to market.  I was also incredibly humbled to see how hard each of them works. One farmer, selling a variety of greens, described how he starts his day at 4 AM, first harvesting and then bundling the 500 bunches of greens he brings into market. He then carries the large sacks of greens on the back of his motorcycle two to three hours to bring them from his farm to the mundi.

Other farmers bring their produce by local bus, or they rent autos. On a good day, the “greens” farmer – like many others – will have leftovers which either go to hotels or wholesalers at mass discounts or simply get dumped, due to lack of cold storage.  The fact that this food often just goes to waste is tragic considering the high rate of malnutrition in India - especially in many of the surrounding villages. Storage is limited to cheap tarps and large leaves, leaving a day or less before produce spoils in the heat and humidity of monsoon-season Hyderabad.

When pressed on whether they would prefer cold storage however, many of the farmers shook their heads and simply said “No, madam, who wants to sell old vegetables? That’s not how it’s done.” After reading report after report on how important cold storage was and then hearing their stories, this was a good reminder of the difference between understanding needs and wants.

After a little while in the mundi, I had accumulated a little entourage of young farmers who would take me from one friend’s stand to another.  I was handed samples of mangoes, posed for pictures and they answered my questions before I even asked, since they had memorized them.  Then the tables turned and I was grilled on my life in Hyderabad, what I thought of being here, and most importantly, more details on my iPhone, which I was using to take pictures. I left feeling re-energized and committed to helping these entrepreneurial, energetic people find a way to reap more of the fruits of their labor.

The field trip was also an important reminder of how important it is to reconnect with the client, and how much knowledge can be lost if you just spend time behind the desk. It is also clear to me that we have a long road ahead of us as we seek to make an impact in this space - but it is one that won’t be without its rewards.

This post was originally posted on the Ripple Effect blog by Acumen Fund’s Sangeeta Chowdry - Ripple Effect Project Manager.

Ripple Effect team presenting at the conference

The Ripple Effect team marked the end of the successful India phase of the project by attending and presenting at the recently concluded Water Summit 2009 conference held in New Delhi.

The summit had an excellent turnout with over 150 attendees and speakers representing multiple stakeholders from the water sector in India. These included senior representatives from the Government of India, NGOs, World Economic Forum, UNDP, USAID, SDC, private sector, as well as various State Water Boards and financial institutions.

An introduction to the Ripple Effect project was made by Acumen Fund and IDEO, followed by presentations from four of the organizations running the pilot projects – Jal Bhagirathi Foundation, Naandi Foundation, Piramal Foundation and Water Health India.

All the presentations were very well received by the attendees, who also provided valuable feedback to us. In particular, the technology based work of Piramal and Naandi was complimented by several members of the audience. It was mentioned that while similar ideas had been implemented elsewhere, (eg. by Mother Dairy in India), this approach had not been tested in the water sector until now. One audience member commented that successful projects like they had seen within the Ripple Effect, should be linked to the public sector through policy interventions, in order to reach even greater scale. Yet another, from an international NGO, suggested starting a Ripple Effect like project in sanitation.

Jal Bhagirathi water outlet

During the pilot presentations, Jal Bhagirathi spoke of the successes it had achieved through their public-private-community partnerships model. Their reverse osmosis plant was now selling water to newly established remote water outlets, owned and managed by the community members. The project resulted in improved availability of safe drinking water while providing opportunities for livelihood generation for the women in the village. As a result of this project, the volume of water sold from their reverse osmosis plant, had increased from an average 2000 liters a day to 12,000 liters per day. The location of the outlets had resulted in reducing the distance of access to water from 2 km to under 0.5 km for the community.

This post was originally posted on the Ripple Effect blog by Acumen Fund’s Sangeeta Chowdry - Ripple Effect Project Manager.

At the edges of the Thar desert in Rajasthan, in the region of Marwar -The Land of Death- Jal Bhagirathi Foundation, a Ripple Effect pilot awardee, has been working to bring water security to village communities. This is no small challenge in a region where the average annual rainfall is a mere 100-500mm and the water table is declining at a rate of 1-2 meters a year. The focus of communities here is to get access to any water at all – let alone safe water. It is in this environment that JBF has, amongst other water harvesting initiatives, been running a reverse-osmosis treatment plant in Pachpadra, about 100 km from Jodhpur.

Ripple Effect and JBF have been working together to develop a sustainable business model to extend access to safe drinking water to households located at a distance from the RO plant. This model not only aims to meet the water needs of these communities but also to provide a source of empowerment through livelihood provision to the members of local self-help groups.

The model that is being operationalized has water from the reverse-osmosis plant delivered to several distribution outlets run by members of the local self-help group where it is then sold on to other households. By reaching both wholesale and retail users, the output of the plant is being tripled and local incomes increased. The careful and collaborative business planning that went into the model has enhanced its potential for viability and sustainability – costs of operations have been carefully determined; a break-even analysis has been performed; and a tiered pricing strategy implemented.

Planning can, however, only go so far. Critical to the success of this model is the buy-in of the community – water quality was not previously seen as a high priority – and a powerful awareness-raising and marketing campaign was essential. In this area JBF’s passionate work made all the difference. In a few short weeks multiple meetings and discussions were held with self-help groups; market surveys of hundreds of households were completed; individuals selected and trained to run outlets; many hours of physical labour dedicated to gearing the plant to handle the up-scaled operations; and multiple community awareness activities have been undertaken and will continue. It has been most heartening to watch the skeptical village Sarpanch, turn into the foremost champion of the project and lead a rally through the village to announce the work! The local media too has picked up on the work being done and has publicized this swaach (safe) water initiative.

It has been truly remarkable to have been on this journey with JBF and to see the synergies from effective public, private, community partnership. At the time of writing this, the demand of the water at the outlets has already reached twice the initial target!

We wanted to share a notable and amusing article in today’s Wall Street Journal—“The Infomercial Comes to Life in India’s Remotest Villages.” In the article, reporter Eric Bellman captures the creative approaches that many major consumer products companies are using to reach the rural Indian consumer. He shadows one of the army of salesman that global advertising agencies are dispatching to promote products by staging dances, skits, music, demonstrations and game shows in remote villages of 100 houses or less. Bellman also aptly highlights that rural markets in India (and many other low income countries) have been relatively insulated from the global recession and that India’s rural consumer spending is actually increasing.

This article really captures the cardinal rule of understanding your customer. The methods include everything from recognizing the cultural context—first approaching the village elders for permission to perform—to using alternative media like live entertainment to grab the new customer. These lessons translate to social enterprises in obvious ways.

Some of our investees have already mastered these creative marketing strategies. Global Easy Water Products’ (GEWP) parent organization, International Development Enterprises – India (IDE-I), has produced a number of short Bollywood movies featuring their KB Drip irrigation products. KB Drip salesmen will arrive at a village market, set up their projector and let the crowd form. Here are two examples of these masterpieces (with English subtitles):

KB Drip video 1

KB Drip video 2

Of course, the devil’s advocate to this article might argue that this type of advertising could be exploitative and persuade poor families (who have limited access to information) to buy things that they do not actually need. Aneel Karnani, a professor at the University of Michigan, has accused our sector of “Romanticizing the Poor” and of exploiting the poor’s “bad choices”. But, it is food for thought on whether you believe a rural poor consumer in India deserves the freedom of choice and whether they are adequately informed to make appropriate consumer choices for themselves and their families.

Acumen Fund has long admired the TiE - “The Indus Entrepreneurs” network - an impressive and fast-growing community of top Indian entrepreneurs, venture capitalists, lawyers and management professionals. TiE demonstrates the power of community with 53 Chapters in 12 countries, spread across 5 continents.

We are excited to share that D.Light Design, one of Acumen Fund’s portfolio companies, has been nominated as a finalist for TiEcon 2009’s 50 “Hot Emerging Companies” award. From among 1,200 nominees, finalists have undergone a rigorous screening process by TiE’s industry judges. D.Light Design’s mission is to deliver safe and affordable lighting and power solutions to households that lack reliable energy supply. It is exciting to see a social enterprise be considered as a peer among fast-growth commercial companies. This is evidence of the potential to for companies to achieve scale and profitability, while having a material impact on the quality of life of the poor.

The TiE Awards will be decided by collective voices. Voting closes tomorrow on May 7, 2009. We encourage our community to get involved-vote for D.Light Design and other innovative new Indian companies.

A tiny bead of sweat ran down the ridge of my nose.  It reached the end, teetered for a split second, then dropped quietly onto the doctor’s desk.  I sat behind the desk, inside the Vijay Nagar Women of India clinic, which is tucked into a government-built housing project in the Bandra East area of Mumbai.  As the sweat hit the desk, it made a soft splat, and little Natra’s eyes followed it down.  About 3 years old, he seemed pretty interested in the inability of this strange white man to deal with the Mumbai heat – not surprising, all things considered.

Natra and his mother, Surekha, had agreed to take a survey about healthcare administered by Acumen Fund Fellow Joanna Harries and her colleague, Rubina Dsouza.  Joanna and Rubina work for Dial 1298 for Ambulance, a professionally-run, high quality ambulance service run in Mumbai (51 ambulances) and Kerala (30 ambulances). You dial 1298 to get a fully-equipped ambulance with doctor and medical equipment on-board.  1298 is affiliated with the Ambulance Access for All Foundation, whose mission is to provide high-quality service for all Indians, regardless of income. 

But will poor Indians call an ambulance?  That’s what Joanna and Rubina are working to find out.  Service for all is not only a noble goal, it’s good business as well – after all, some 40 to 60 percent of Mumbaikers live below the poverty line, in slums.  If you fail to serve this customer segment, you miss a huge number of calls – and your ambulances can run below capacity.

Effectively serving this market begins with listening, and that’s what Joanna and Rubina are doing.  They have been spending time visiting various Women of India clinics, all of which are located in slum areas, and asking a simple, 5-question survey: what do you do when you get sick?; how do you get to the hospital?; which (if any) ambulances do you call?; why wouldn’t you call an ambulance?; who helps you when you get sick?

Joanna and Rubina and I did eight surveys today, just the tip of the iceberg.  What is interesting is that 1298 takes its commitment to the low-income segments seriously – both in terms of social impact and in terms of business sense.  The company is marketing in a number of innovative ways – tying up with schools, hospitals, train stations, and more.  Slum outreach is an element of their business plan.  Regardless of income level, growing 1298’s customer base is an awareness game – call it marketing, brand management, outreach, whatever – you have to have potential customers know about your service before you earn their business.

The social enterprise space is alive and well in India.  This is my overarching conclusion having spent all day Tuesday at the inaugural Sankalp Forum, hosted by Intellecap in Mumbai.

Sankalp - which means “pledge” or “determination” in English - focused on the role of business in driving social change.  When I arrived on Tuesday morning, the main plenary hall was packed with attendees from across the social sector - entrepreneurs, investors, business executives, media, think-tanks, non-profits and students.  It was heartening to see such a diverse crowd.

The first plenary panel was among the best of the day.  It featured three investors, a journalist and a consultant.  I’m sure there’s a joke somewhere that begins with such a cast of characters!  Vineet Rai, of Aavishkaar - a BoP investment fund - suggested that C.K. Prahalad’s 2004 arguments have evolved, and that selling shampoo isn’t social enterprise.  (You won’t find much disagreement here.)

Unlike other Prahalad critics, however, Rai offered his “Four S’s of Social Enterprise” in retort: Social, Small, Sustainable, Scale.  Whether he intended it to or not, this 4-S framework persisted throughout the day - especially in the investment panels.

Investment panels?  Sankalp was not a typical conference - it was also a social enterprise investment forum.  The event was home to the final round of judging, identifying 15 high-impact enterprises serving social ends through market-based means from a field of 300 nominees.  Some of the interesting enterprises I saw at Sankalp include - in no particular order:

Ziqitza Education: (Editor’s note: Updated the link; this is direct to the right site. Thanks Abhishek for pointing that out!) Also known as “Education Access for All”, Ziqitza Education is a young social enterprise operating private schools and e-learning tools in Rajasthan, Kerala and Tamil Nadu.  Can there be chain private schools?  In India, where the demand for good private education is universal, the answer is probably yes.  (Parents of all but the poorest kids are willing to pay school fees, research shows.  Education spending is the first priority after food and shelter…)  If you are looking for a new company to keep your eye on, Ziqitza Education might be a good place to start.

Vaatsalya Healthcare: Vaatsalya won the Sankalp High Growth Award in the Healthcare category.  It’s a corporate hospital operating in semi-urban and rural areas - a first for India.  With a strong presence in Karnataka and coming expansion to Andhra Pradesh and Maharashtra, Vaatsalya is another company worth tracking.

Gramin Suvidha Kendra: This is a partnership between the Multi Commodities Exchange and India Post to use postmen - ubiquitous across India - to bring price information to rural farmers.  It’s allowing farmers to access futures contracts for the first time, which allows for cash flow smoothing.  For all the talk of microfinance, the kind of work GSK is doing is really the bricks and mortar of a functioning agricultural supply chain - which could do more to alleviate poverty than many of these other, more complex, companies.

D.Light Design: A social enterprise that sells solar-powered LED lights in East Africa and India, D.Light works to eradicate kerosene lamps from the world.  These lamps are inefficient, costly and terrible for your health.  A D.Light lamp - they have a range of brands - gets at all three of these problems.  (Full disclosure: Acumen Fund is an investor in D.Light.)

There were dozens of entrepreneurs at the event, all of them with inspiring business plans in various stages of development and implementation.  I hope the investors present left with pockets full of business cards and plenty of new ideas about the viability of the social sector here in India. I was also thrilled to see my colleague Vikram Raman on stage to present the awards for healthcare. Vikram was the lead judge in that vertical at Sankalp, a real testimony to his deep knowledge of the social enterprise space and of healthcare in particular.

In many ways, Sankalp reminded me of the 2004 Eradicating Poverty Through Profit conference, which was arguably the first significant event ever to focus exclusively on the intersection between development and enterprise.  (I should know - I helped plan the 2004 event as a World Resources Institute employee.)  As in 2004, there was a palpable buzz among participants Tuesday - that finally, there was critical mass around the idea of using business to do good.  As in 2004, however, there were also too many panels and not enough networking time.  And there was a nagging feeling that it might be a little inappropriate to run a conference about alleviating poverty and environmental problems in a 5-star hotel with the air conditioning set at a chilly 68 degrees Farenheit.  You heard the same criticisms of the 2004 event, held at a high-rise San Francisco hotel.

I should restrain my criticism, however - Sankalp was a great event.  Personally, I was glad to see colleagues from India, Asia and as far away as the United States during the tea breaks.  Despite all the talk of recession - or perhaps because of it - the social enterprise space is alive and well. 

Yet there is much to do.  Antony Bugg-Levine, of the Rockefeller Foundation, suggested in the closing plenary that we must be afraid of the hype.  Social enterprise might be alive and well, but it has not arrived, at least not yet.  Let’s remember that it took 30 years - and substantial subsidy - to get the microfinance sector fully developed.  Impact investing - and BoP business strategy - can be done quicker and better by learning from microfinance, but it won’t be an overnight change.

Jordan Kassalow, Chairman and co-founder of VisionSpring, was announced today as one of the Skoll Foundation’s newest grantees. The award includes a 3-year, $765,000 unrestricted grant to VisionSpring, a non-profit social enterprise that empowers local individuals to become self-sustaining entrepreneurs by selling affordable eyeglasses to the millions of people in the developing world who need them. VisionSpring is also an Acumen Fund investee (and the Skoll Foundation is an Acumen Fund Leadership Partner - it’s all in the family!)

We’re thrilled to see Jordan - and the entire VisionSpring team - recognized in such a prestigious forum. Congratulations! And we’ll see you at the Skoll World Forum next week (rather, Brian Trelstad, Ann Macdougall and Varun Sahni will…)

I’m just back from three weeks in India including several days with the D.light team in Noida. It’s so exciting to see the team in action. In a year they’ve built a global organization in India and China and have built real teams around sales, product design, manufacturing, institutional relationships, etc. And I also got to see Acumen Fund fellow Heidi Krauel in full swing in Business Development where she is helping the CEO Sam Goldman think about all the strategic opportunities in front of the company and how to really execute on the right ones.

Really a different approach to creating lighting solutions for the poor and completely based on the premise that if they focus on the preferences of the (poor) consumer with world-class execution that this will quickly scale in a way that hasn’t happened in the past.  And it is great to see support of their approach in the media, like this recent NY Times article.

But what really has us excited is the excitement at the consumer level.  If you have a chance, visit D.light’s website to see hear some of the remarkable stories of their customers and how light has impacted their lives. And also take a look at the letter that D.light just received from a resident in Orissa living in D.light’s first 100% solar village. We’ve got thousands and thousands of villages to go, but a very exciting start.

This past Friday, we were fortunate to have Pratyush Pandey, Managing Director of Global Easy Water Products (GEWP) join us for breakfast at our offices in New York. Joining Pratyush for breakfast were a number of Acumen Fund Partners and staff. GEWP is a for-profit company that manufactures, distributes and sells drip irrigation systems to smallholder farmers in seven states across India; Pratyush was in town following the final presentation for the Legatum Prize (GEWP was among the five finalists; unfortunately, they did not win the USD $1 million award).

In any case, back to the breakfast. Pratyush’s talk – and the subsequent discussion – left me with three key takeaways and an important reminder:

Takeaway 1: Building a successful business serving the low-income market requires listening to the poor and building a product or service based on the specific needs and constraints of those living at the base of the pyramid.

GEWP – and its parent company, International Development Enterprises - India (IDE-I) – sell four types of irrigation systems. The systems vary in cost and depend on the specific preferences of the farmer. Not only does this enhance affordability, but the modular system design allows the farmer to add acreage incrementally as they generate profits from increased production. For example, a typical GEWP customer starts by irrigating one crop; after a successful season, he’ll add acreage and drip-irrigate another two or three.

Takeaway 2: In order to scale, GEWP must recognize market opportunity while strengthening its in-house capabilities.

While the need for drip irrigation in India is acute, GEWP’s business there is relatively seasonal (in the monsoon season, sales drop significantly). Understanding this aspect of his business and global demand for drip irrigation, Pratyush developed an international distribution strategy that sells drip irrigation in nine countries in Africa and seven additional countries in Asia. GEWP has also ramped up its in-house manufacturing capabilities in order to lower the costs associated with purchasing the irrigation systems externally.

Takeaway 3: Successfully marketing to low-income farmers is about tapping into the current infrastructure of local non-governmental organizations and other embedded actors who have earned the farmers’ trust.

GEWP’s success is largely due to the 20-year track record and network built by IDE-India. These lessons can be applied globally. For instance, Acumen Fund recently invested in a new, for-profit company in Sindh, Pakistan called Micro Drip. Much as GEWP is associated with IDE-I, Micro Drip is tied up with the Thardeep Rural Development Program (TRDP), a 16-year old agricultural services non-profit with a long-established network of smallholder farmers for whom drip irrigation technology can have enormous benefits.

Three key takeaways: listen, understand the market and leverage trusted partners. In addition to these three key lessons – which, if you look at them, seem to be relevant to all sectors, not just drip irrigation – there was an important closing aside.

As the breakfast came to a close, Acumen Fund’s India Business Manager, Biju Mohandas, gave us an important reminder. Biju, on his last day in the New York office prior to returning to India, asked us to remember that while most Americans think a typical Indian is the man working at a call center or at an IT firm, almost 70% of the country’s population are farmers. And at the end of the day, India’s sustained growth is dependent of the success of its farmers – and those farmers’ success might depend on the growth of innovative enterprises like GEWP.

Acumen Fund investee WaterHealth International is featured in a new article and accompanying video by BusinessWeek’s Steve Hamm. The article, entitled “A For-Profit Brings Clean Water to the Poor,” tells some of the story of WaterHealth CEO Tralance Addy. I strongly recommend watching the 2-minute video, shot by Hamm on location in India, in which Addy describes how WaterHealth Centres provide thousands of liters of clean water to villages in central India every day.

We’re also proud to see our very own Brian Trelstad quoted in the article; he comments on the WaterHealth model’s short- and long-term viability.

Check it out.

Editor’s note: This post first appeared on VisionSpring’s Business in a Bag blog. Acumen Fund is an investor in VisionSpring, having made them a $500,000 loan in 2006. Thanks to Miriam Stone for giving us permission to cross-post this on the Acumen Fund blog.

BRAC, the largest non-profit organization in the developing world, is a dream partner for a small organization. But landing the partnership is only the first part. What happens next is where it gets interesting…VisionSpring’s Franchise Partner Manager Lalit Kumar reports from the field.

By Lalit Kumar

We often joke here at VisionSpring that working with BRAC is like landing a contract with Walmart. It’s the kind of opportunity that every small NGO dreams of – BRAC is known for its massive scale and incredible efficiency. This partnership will allow us to reach a huge new market of people in need in a time frame that would have previously been impossible. Now we just have to deliver!

We’ve been working with BRAC for two years now. For the last six months, we’ve been selling about 500 glasses per month by empowering BRAC’s network of Shashto Shebikas (community health volunteers) to sell our eyeglasses. Now, with our new plan to scale up, we will provide affordable glasses to almost ten million people in Bangladesh over the next three years.

Our biggest challenge by far is managing the inventory that BRAC needs. At the moment, we’re delivering about 30,000 pairs of glasses every four months, but soon we will need to deliver 30,000 every month. We are mainly focused on getting the glasses into Bangladesh, a complicated process involving multiple inspection agencies. A 2006 Doing Business (http://www.doingbusiness.org) report from the World Bank notes that when a Bangladeshi company imports goods, it has to prepare 16 types of documents and obtain 38 signatures, and that the whole process takes 57 days. I can tell from our experience that it hasn’t improve much in the last few years.

For example, we received a Letter of Credit from a bank in Bangladesh that was valid only from April through June. Simply getting it updated meant that we had to get signatures from BRAC’s bank in Bangladesh, VisionSpring’s bank in New York, VisionSpring’s offices in India and New York, and our vendor and inspection agency in China.

We at VisionSpring are working hard to understand the whole process and constantly improve our delivery time. The first order took us more than 9 months to clear customs and make it in to Bangladesh, and the next order took about 6 months. Our goal is to get the process down to 3 months, which we are able to achieve in other developing countries where we work. We are certainly going through a period of adaptation, but it has been a very exciting time and I look forward to making more leaps of improvement.

After business school at the Institute of Rural Management Anand (IRMA), I was surprised to find that the challenges we face are the same as private sector businesses, only we are addressing them in some of the most challenging markets in the world. There is a reason that most private-sector companies haven’t tried to reach rural markets in Bangladesh; the start-up and logistics costs are simply too high. However, if our partnership with BRAC is successful, we will be able to provide affordable glasses and business opportunity to millions of people in Bangladesh. For us, it is well worth the struggle.