Prukalpa is the co-founder of SocialCops, a data intelligence company that powers leaders at organizations like the United Nations, Unilever, World Bank, GroupM, Gates Foundation, and the Government of India to drive better decisions with data.
Their data intelligence platform helps businesses reach the heart of rural India with their market expansion, geography prioritization and rural marketing solutions built on top of a rich data repository and deep sector knowledge about India's 600,000+ villages.
Topic: A Data-Driven Journey Through The Indian Rural Markets & What It Means For Businesses
Overview: Within India's 600,000+ villages lies an immense business potential that is yet untapped due to lack of granular data about the elusive rural consumer and the vast socio-economic-cultural variations within India's villages. In our talk, we will share how these challenges can be solved by bringing together external data with internal company data, adding intelligent geospatial algorithms to create the complete data-driven picture of India's rural markets for informed business decisions.
1. Data: Learn how you can leverage India's public data system to create targeted consumer insights for business decisions
2. Business: Learn how you can layer internal organizational data, such as Sales, MIS, CRM with public data to create powerful tools for targeted rural messaging, informed market expansion and strategic geopgrahy prioritization.
3. Case Studies: Learn how
a. India's 3 biggest oil companies used real-time data to calculate market potential and open 10,000 new LPG distributor centres across villages in India
b. An FMCG major uses real-time health and disease data to send targeted alert messages to activate its rural consumers
Raghu Roy is the MD of MaRS, a full service market and social research agency. Raghu has worked with the major agencies in the past including ORG (Nielsen) and IMRB.During his stint as the CEO of ORG, he formulated and launched India
Readership Survey (IRS) in association with MRUC. During the launch of IRS, he introduced rural readership for the first time in India. He has also revamped retail audit for FMCG, FMCD, pharmaceutical products. In 2015, MaRS, in
association with IIM-A and Geometry Global, launched R: Scape, an in-depth consumer study in rural India.
Topic: Rural Consumers and Farmers- Some attitudinal and behavioral insights
Overview: As marketers and content developers for products, services and communication in rural India, we form our hypotheses about rural consumers.
Some of the hypotheses are- they are aspiring, they like urban lifestyle but believe in rural norms, technology making inroads slowly but surely and many others. We took some of these hypotheses and tried to assess their applicability
in the study R:Scape, an IIM A and MaRS initiative with Geometry Global. Some findings from the study are being presented. Some questions you will find answered are
How much do rural housewives identify with urban relatives and friends? How different are they with young men on this aspect?
What proportions are getting influenced in their observing rites and rituals promoted in TV serials?
Does liking an ad influence in converting the brand as the favorite?
Managing Director MaRS Monitoring and Research Systems Private Limited
A post graduate in Management and Economics, His key expertise lie in the areas of Last Mile Distribution, Information, Education & Communication Technology, Strategy Formulation, Project Planning, Rural Markets – Strategic Interventions, Distribution, Logistics, Rural Communication, Communication for Development and HR& Staffing Solutions for Corporate and NGOs who want to explore Rural Markets. With nearly two decades of experience at top organizations (such as PepsiCo, Hindustan Latex Ltd, MART, Reliance Telecom, DlightInc, Starcom Media Vest Group & Percept Advertising Ltd)) & DDB Mudra Group, Vivek Dwivedi was the key member in conceptualizing and implementation of several large and successful rural marketing projects which got international recognisation, such as Colgate Palmolive's Project DISHA,HPCL Community Kitchen Program, Novartis' Project Arogya the biggest initiative ever done by any pharmaceutical organization in India and Ambuja Cement Rural Marketing Program very recently. After working in multinationals and reputed groups of India he always wanted to start an organization where he would be able to use his own creativity and ideas and of course Livelihood for underprivileged and unemployed rural youth.
Founder & CEO Rural Connect
Mr. Manoj Rawat is a B. Tech, M.B.A and CAIIB with 21+ years hands-on experience in Agriculture, Rural and Priority Sector Banking. Manoj has been Group Executive Vice President and Head – Agribusiness & Rural Banking for RBL Bank. He has now founded ValueGin, a Value Chain Company company that would provide customized financial products under three key business segments namely Agriculture Value Chain, SME Supply Chain and Green Eco Chains .
Manoj managed Rural Banking, Agriculture finance, Agri value chain finance, Agro-processing, Warehouse and Commodity finance, Renewable Energy Finance, Rural and Government Schemes business. Prior to Setting up ValueFin, he was Head of Agri & Rural banking with RBL Bank, had a long stint with NABARD (National Bank for Agriculture and Rural Development) and Fullerton India, Rural ( A FFH & Temasek company).
MD & CEO ValueFin India
Prashant has varied experience in managing P & L, Consumer marketing, sales & distribution across consumer products & Industrial products. He is a speaker @ leading industry forums, Economic Times Business Masterclass series, Zee
Business Channel, CMO Asia's Rural Marketing Forum, Rural Conclave by RMAI, Global Investor Summit by UBS. Guest Faculty @ Wellingkar. After 30 years of work experience across multiple industry sectors & cross functional portfolio's,
Prashant has now started his own Management Consulting practice in the areas of
Social Enterprise / Impact Advisory
Training &Talent Development
Topic: Social Impact through Micro-enterpreunership in Rural India
Overview: Content will be focusing on need to encourage entrepreneurship and also create social impact through livelihood generation while engaging rural community in businesses as intermediaries and end consumers. It is
important for businesses to be conscious about affordability of rural HH prior to targeting them as consumers and find ways of integrating these rural HH in their businesses to create inclusive model.
micro entrepreneurship is critical for rural market penetration
inclusive approach very critical while exploring rural markets
be sensitive to rural consumers economic status
Management Consultant Social Impact Business & Rural Marketing
Mr. L. P. Semwal, an accountant by profession, started his career as a Finance Manager at 'Rampal & Co.'. During one assignment of a government-aided project, implemented by an NGO, Mr. Semwal learnt that the approach of community involvement by NGOs was useful but lacked the approach of professional management and entrepreneurship, which was his specialization. He went on to set-up Shri Jagdamba Samiti in 1991, with the aim of introducing CDC (Citizen Driven Change) but with utmost professionalism, and striking a balance between businesses and development corporations.
In 2003, he began the conceptualization of a business-driven partnership model in the agri space of Uttarakhand, the apple value-chain in particular. Finally, in 2007, in collaboration with Dutch social investor, SHGW, and Fresh Food Technology Pvt Ltd, The Apple Project took birth. As the Chairman of the Board and Managing Director of FFTH, Mr. Semwal has led the company to quickly show profitability, while never compromising on its commitment to the prosperity of the local apple growers. In 2011, the desire to engage with the local women apple growers and produce value added products, led to the set-up of a sister concern of the Apple Project – Himalayan Fresh Juice Pvt. Ltd (Mountain Love – brand name).
In 2015, Mr. Semwal constituted the Annamrit Farmers as Owners Foundation, as an attempt to fuel the scale of promoting prosperity of farmers through the model of social businesses. This Foundation will invest in promising agri- businesses, to start with in the Himalayan states, but with the longer vision of supporting budding agri-enterprises across India.
Laxmi Prakash Semwal
Managing Director FFT Himalayan Fresh Produce Pvt. Ltd.
Venkatram Vasantavada has 25 Years of work experience in diverse Industries as Agriculture Inputs, FMCG, Consumer Durables and Telecom in areas of Strategic Planning, Business Development, Operations Management, Building and Nurturing large cross functional and cross-cultural Teams to sustained success across Asia and Africa. His work experience includes leading Domestic and Multinational companies like Deepak Fertilisers and Petrochemical CorporationLtd, UPL-Advanta,VST Industries, Voltas,Dupont Pioneer and Monsanto. He has extensive contributions and experience in markets served by small and marginal farmers across Asia and Africa and was deeply involved in many forums working towards developing models for improving farm productivity and farm incomes. Mr Vasantavada is a visiting faculty at several Agribusiness Management Institutes and an active member of RMAI. A certified six sigma green belt, he holds a Post Graduate Diploma in Rural Management from IRMA, Anand and is a Graduate in Dairy Technology.
Chief Executive Officer Seedworks International Pvt. Ltd.
Dr. L. K. Pandey is the Managing Director of Ananya Seeds Private Limited, an emerging seed company with vast experience of more than twenty five years in variegated roles such as Hybrid Seed Production, Quality Management, Export-Import, Sales and Marketing, Supply Chain Management, Business Development, Liaisoning, Government Subsidy Business, Training and Development of seed professionals, New Business Opportunities etc. His contribution in development of Indian Seeds Industry across the country is well known. He also enriched the seed industry by bringing very rich knowledge from global seed industry. He is known for working towards global food security and empowering the farming community through high quality seeds. He has served as Head of seed production as well as sales and marketing in the leading seed company of India. He passionately works at grass-root level to increase the farm productivity. His current passion is to mentor and coach young agripreneurs and start-up businesses. Being an active member in various industry associations, he keeps participating and contributing in several national and international conferences and meetings. He is also associated with various business management institutes, international organizations, and agricultural universities as resource person and mentor. His venture, Ananya Seeds has won several awards such as AIMA-Dr.J.S.Juneja award, CII industrial innovation award, 2015 and awards from RMAI (Flame Asia Award), IARI, HAU-Hisar and Pantnagar University.
Dr. Lakshmikant Pandey
Managing Director Ananya Seeds Pvt. Ltd.
I Bimalendu Mishra moved to Kolkata from small city of Baripada, Odisha to do CS in ICSI but in between I started my marketing carrier in CRI Pumps Pvt Ltd as a trainee marketing executive in the year of 1999 - 2000 in Kolkata. From that I never look back in my carrier, transfer to Assam as a Marketing Exe. Independent in charge. In 2001 transfer to Ranchi to open existing company Branch office and get promoted to senior, In 2005 I left CRI Pumps and join La-Gajjar Machineries Pvt Ltd as a Area Manager in Indore, In 2007 I transfer to Raipur,Chhattishgarh as a senior Area Manager. In 2008 I left La-Gajjar Machineries Pvt Ltd and join Mascot Pump Ltd as a General Manager, till date I am trying to do my best to this industry. During this period I see the up and down of business in Domestic as well as Agriculture market and try to learn the pulse of Rural marketing of India and its reason for that. Recently completed Digital Marketing Course from MICA. In current job I try to maximise our connection with dealer from branch label & also I try to explore our products in international Market and get success in some countries.
General Manager Mascot Pump Ltd.
Sridhar Iriventi is the Founder Director of Hyderabad based, Four year old GoBhaarati Agro Industries & Services Pvt Ltd. By qualifications, he is Bachelors in Civil Engineering and MBA from Osmania University. He started his career with a brief stint in public/ government sector. Later moved on to Business consulting in Indian, US & European markets for about 18 years. He worked in senior management positions with industry leaders. After a couple of years of sabbatical &exploratory journeyin to interiors of India, he took on the mission of making Food as medicineby founding GoBhaarati with cofounder and childhood friend Srinivas Surparaju. GoBhaarati's business model, joins the dots of many ancient yet innovative solutions to many of the current problems plaguing the masses.GoBhaarati has many firsts to its credit. It's the first company to have increased the shelf life super smart foods like millets through its packaging, it is the first company to have promoted all the 9 ancient millets and their corresponding value added products. It supported numerous dryland farmers to use their dry lands to produce smart foods that are good for consumer, the planet and the farmer. His innovative approach to social problems roped in tie ups with institutions like ICRISAT, NIRD & PR, IIMR, Telangana Govt.Prisons department, DFRL, Mission Samriddhi, SAIRD among others. He got numerous awards for his impacts including Best Entrepreneur from ICAR, Govt of India and numerous others. Its multi-channel marketing includes retail many retail chains and 100s of online and offline outlets in Hyderabad, Mumbai, Pune, Vizag, Bangalore etc. while having its own ecommerce enabled website www.Gobhaarati.com
Iriventi Sridhar Murthy
Founder Director GoBhaarati Agro Industries and Services Pvt. Ltd.
A take-charge professional and communicator by passion. An insightful contribution of around 2 decades in Marketing, Brand & Communication domain having held communication leadership roles since last 10 years primarily in the B2B &B2C business environment, currently holding leadership role in "Marketing& Corporate Communication" with "Sintex Group". Devendra have expertise in setting up as well as leading the brand &communication function in various capacities across the businesses, he worked closely with the leadership teams and endeavored to apply rigor processes and applications thereby enabling the brand &communication function.
He passionately believe in a simple, yet COMPELLING IDEA as the sole purpose of marketing is to build and increase the value for an enterprise. As a communication professional in the last 2 decades, he learned to do a few things really well, a single promise of Uniting Purpose and Igniting Actions built on a foundation of substance and Relevance. He thrive in an environment that is fast-paced, innovative, agile, and entrepreneurial by nature. His ideal role is broad-based and strategic, yet requiring a strong attention to detailed and tactical execution. He always welcome a good balance between creativity, intuition, and analysis.
DEVENDRA MOHAN SHARMA
Vice President - Marketing & Corporate Communications Sintex-Bapl Limited
Dr Renuka Karandikar, has completed her PhD in Plant Sciences from University of Pune. She has also done her post doc in genetic engineering. She was worked extensively on plant bioactives for over 13 years and has several patents filed in the field of plant secondary metabolities. She also has over 15 years of experience in plant tissue culture and designs lab/field tests. She has published 12 research papers in peer reviewed international journals The patented SNIPR technology platform of BioPrime was developed by Dr Renuka that enabled developing 8 unique agri input products. At BioPrime, She is responsible for lead development and high throughput screening of bioactives. She also looks after of business development and Funding. It is her aim to bring advanced technology to the last mile customer and therefore she is actively involved in the educate-engage program that delivers "hands on training to farmers to help them prosper on as is where basis is.
DR. RENUKA KARANDIKAR
Director BioPrime Agrisolutions Pvt. Ltd.
Dr. Trimbakrao Tulshiram Patil, a Agro Professional is native of small Tribal Village of Nandurbar district in Maharashtra State. He acquired academic qualifications in Agriculture leading to M Sc. Agriculture in Agronomy with Distinction and Gold Medal being first in the MPKV Rahuri University of Maharashtra State and Doctorate in Soil and Water Management by research. At present he is the Chairman and Managing Director of Mahafeed Speciality Fertilizers India Pvt. Ltd. since inception year 1994 till date. Mahafeed Company has accreditation as an ISO 9001 2015 Company and has top CRISL Ratings such as SME1, SE1A and MSE-1 during 2014-2015, 2015-16, 2016-17 and 2017-18 for its Highest Performance Capability, High Financial Strength and the Highest Credit worthiness etc. in relation to other SMEs & MSEs in the country. He is the first Agronomist in India to Introduce and promote FERTIGATION TECHNOLOGY which means application of both Fertilizers and Irrigation together through pressurized Drip Irrigation System in the year 1991.He subsequently commercialized same technology in the year 1994 through his MAHAFEED Company in the states of Maharashtra followed by Gujarat, Karnataka, Madhya Pradesh, Chhattisgarh, Andhra Pradesh, Tamil Nadu, Kerala and later to North India. Now, this technology is practiced all over the country due to its several significant benefits and company is supplying required 100% Water Soluble Quality Fertilizers to the Indian farmers in large quantities at affordable prices. He has gained nearly 35 years of professional experience in Hi Tech Agriculture Business and served in the senior positions such as Chief of Production and Managing Director in Maharashtra State Seeds Corporation, Associate Vice President in Kayani Agro Corporation and Chief Executive in EPC Irrigation Ltd organizations before starting his own business. He was also on FAO Panel as a Consultant to impart Training for Hybrid Seeds production to Trainers from East Asian Countries using indigenous local implements. He was the first Agronomist in the country to bring TPS Technology (True Potato Seeds) in India under JV Project with ESCA Genetics US Company during his association with Kalyani Group. Later he decided to start own venture in Hi Tech Fertigation Technology Project as explained above. He further presented Technical Paper in New Ag International Conference, Rome on "Fertigation Practices in India using low cost hardware" as a model for developing countries.
Traditional ways were advertisements, demos, engage consultants and dealers etc. The impact through these methods were restricted to few beneficiaries with incomplete knowledge of products, their application protocols and expected performance efficiencies. Mahafeed Company 23 years ago implemented unique and most effective methods which resulted credible success in years to come in promoting new technology, its protocols and products specifications etc. unknown to the Indian Farmers during 1994 to 2000 period.
Now Agriculture Sector has got powerful wings through present budget and ultimately marketing Hi-Tech Agri Inputs should match expectation of upcoming farming groups to upgrade productivity, quality and shelf life of produce besides to fulfill requirements of processing industries which will come up through large number of proposed food parks across India.
The effective methods include Technical Seminars crop land locality wise to transform of technical information in simple local language, application protocols with accurate methodology duly supported with reasoning's. The next step is find out only qualified / experienced local dealers to have closely monitored demos on large areas of selective 5-10 farmers only. The company should have close supervision throughout crop cycle. The results of this project ultimately generates mouth publicity by farmers resulting in achieving both promotion and marketing goals through one project.
DR. TRIMBAKRAO TULSHIRAM PATIL
Chairman & Managing Director Mahafeed Speciality Fertilizers (India) Pvt. Ltd.
Founder & CEO Thought Folks Digital
“With almost a decade-long experience in rural marketing & social sector consulting, Prasenjit Sengupta has designed and deployed notably innovative and pioneering initiatives and solutions that addressed pertinent issues in the BOP segment. In his current role as a Business Consultant with MART – a leading knowledge-based consulting firm on Emerging Markets – Prasenjit has specialized in creating sustainable business models and low cost distribution solutions effectively across sectors such as Energy and Utility, Healthcare, Agriculture, FMCG, Steel, and Automobile. For prominent brands (TATA, GE, JK, Novo Nordisk), he has been instrumental in paving last mile of their offering with contextual distribution models to the doorstep of the un(der)served BOP consumers. With an unique strategic perspective, he has been instrumental in bringing together stakeholders, including not for profit entities (Mlinda Foundation, Naandi Water, Danone Communities, Tata Trust), and multi-lateral aid agencies (USAID, GIZ), in a mutualist collaboration within the rural market ecosystem. Subsequently, Prasenjit leveraged these relationships to enable livelihoods, sustenance, and inclusion among the BOP, thus opening an opportune window for social equity, balanced regional growth, and sustainable economic development. Prasenjit finds painting and the drawing canvas an invigorating engagement between assignments to unwind, relax, and refuel his creativity to address challenging issues with an unconventional approach”
Business Consultant (Emerging Markets) MART Global Management Solutions LLP
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