The document outlines strategies proposed by Varun Dave, the head of marketing for UIDAI, to enhance the usability, reach, and revenue of the Aadhaar system in India. It emphasizes increasing Aadhaar enrollment among the remaining population, improving usability through various applications and financial models, and restructuring HR policies to reduce fraud. Additionally, it discusses promotional strategies to increase awareness and accessibility, particularly in rural areas, and identifies revenue generation opportunities linked to Aadhaar usage.

1. A DILEMMA WITH AADHAAR

2. TEAM KALAM
HEAD OF
MARKETING
VARUN DAVE UIDAI
AS A MARKETING HEAD OF THE VIRTUAL
COMPANY CONSULTING UIDAI, I HAVE
SUGGESTED THE STRATEGIES TO INCREASE THE
USABILITY, REACH AND REVENUE FOR AADHAAR.
TESTIMONIAL

3. Agenda
To increase usability and
easiness of AADHAAR without
compromising privacy of an
individual.
01
To increase reach of AADHAAR &
completely cover India's
Population.02
Make AADHAAR’s financial
model to be a self-sustaining &
independent.03
Restructure current AADHAAR
HR Policy to avoid fraudulent
activities.04

4. AGENDA 01
TO INCREASE THE
USABILITY AND
EASINESS OF
AADHAAR

5. AADHAAR Enabled Applications
APA
AADHAAR
PAYMENTS
APP
AEBAS
AADHAAR
ENABLED
BIOMETRIC
ATTENDANCE
m-
AADHAAR
APP
AN APP
WHICH
ENABLES
DIGITAL
PAPER WORK
HEALTH
CARE
AADHAAR
ENABLED
HEALTH CARE
SUBSIDIES AND
ONLINE
REGISTRATION.
INCOME
TAX
AADHAAR
BASED e-FILING
OF RETURNS
AND LOAN
DISBURSEMENT.
AADHAAR
ENABLED
PUBLIC
DISTRIBUTION
SYSTEM.
e-Ration

6. AADHAAR
PAYMENTSAPP
An app which has details of all the bank accounts and credit/debit
cards which enables ease of access and reduce cash as well as
plastic money.
AADHAAR PAYMENTS APP
• ONE STOP SOLUTION FOR ALL YOUR FINANCIAL
TRANSACTION AND INVESTMENTS.
• PAY USING QR CODE OR FINGER PRINT FROM YOUR
DESIRED BANK ACCOUNT.
• INSTANT APPLICATION FOR LOANS OR INSURANCE.
• GET RID OF ALL THE FINANCIAL APPS, CARDS,
PASSWORDS AND DOCUMENTS.
• OTP AND DATE OF BIRTH AUTENTICATION TO MAKE THE
SYSTEM ROBUST.

7. AEBAS AADHAAR enabled biometric attendance solution (AEBAS) is an
attendance management system designed for government
organizations which can improve productivity of employees. The
system authenticates attendance using AADHAAR number
created by unique identification authority of India (UIDAI).
AADHAAR ENABLED BIOMETRIC ATTENDANCE
• IMPROVEMENT IN PRODUCTIVITY.
• INCREASE IN THE SYSTEM TRANSPERENCY
• IRRESPONSIBLE EMPLOYEES CAN BE PUNISHED.
• ATTENDANCE LINKED PAYMENTS CAN ENABLE
MOTIVATION TO WORK MORE AND HENCE FAST
GOVERNMENT WORK.

8. m-AADHAARAPP UIDAI has made an app called as m-AADHAAR APP which
carries your AADHAAR details. However, it can be personalized
as per user where you can save all your Identity cards, passwords
and other confidential documents.
m-AADHAAR APP
• ONE STOP SOLUTION FOR ALL YOUR GOVERNMENT
DOCUMENTS.
• SAVINGS IN PAPER CAN BENEFIT ENVIRONMENT.
• CAN BE USED AS A PLATFORM TO REGISTER COMPLAINT.

9. e-TAXFILING E-filing of tax using AADHAAR as authentication has already
started. However the usability of AADHAAR in filing income tax
can be increased by providing benefits to the citizens in terms of
subsidies or cashback. This can lead to more tax payers inclusion
and can increase the transparency in the system.
e-TAX FILING
• e-RETURN WHICH CAN RESULT IN SAVING IN PAPER.
• MORE BENEFITS WILL RESULT IN MORE TAX PAYERS.
• INCREASE IN THE TRANSPERENCY IN THE SYSTEM.
• REDUCTION IN THE HASSEL AND EASE OF ACCESS TO
THE PORTAL WHICH ALREADY HAS ALL THE
INFORMATION.

10. HEALTHCARE Health care is a sector where India needs more resources and
ease of accessibility in rural areas. Using AADHAAR to disburse
the health care benefits in rural areas can reduce the government
spending and reduce the number of frauds due to corrupt doctors
and officers.
HEALTH CARE APPLICATIONS
• AADHAAR BASED GOVERNMENT SHOPS WHICH PROVIDE
SUBSIDISED MEDICINES.
• ONLINE APPOINTMENT SYSTEM IN GOVERNMENT
HOSPITALS THROUGH AADHAAR NUMBER.
• DIRECT BENEFITS TRANSFER WHICH REPLACES FRAUD
MIDDLEMANS.
• EMPOWERMENT OF PEOPLE IN RURAL HEALTH CARE
SECTOR USING “AADHAAR AROGYA KENDRA”.
• BIRTH CERTIFICATES AND AADHAAR APPLICATION FOR
NEWLY BORN CHILD WITHOUT TROUBLE USING
AADHAAR AROGYA KENDRA.

11. e-RATION Digitization of Ration cards and linking with AADHAAR will
eliminate duplicates and will ensure the benefits gets to the needy.
e-RATION
• DISTRIBUTION OF RATION AT FAIR PRICE SHOP (FPS) ON
BIOMETRIC AUTHENTICATION OF THE BENEFICIARY.
• LESS WAITING IN QUEUE’S
• INCREASED TRUST DUE TO TRANSPERENT ONLINE
SYSTEM.
• EXTRA BNEFITS IN TERMS OF RATION WILL INCREASE
AADHAAR CARD HOLDERS.

12. AGENDA 02
To Increase reach of
AADHAAR & completely
cover India's Population.

13. AADHAAR PENETRATION
OUT OF 133 CRORE INDIAN POPULATION, 90% ARE
ENROLLED IN ADHAR.
AS PER 2019 DATA BY UIDAI, 18 STATES AND 7 UNION
TERRITORIES HAVE MORE THAN 90% POPULATION
ENROLLED IN AADHAAR.
THESE STATES HAVE LESS ACCESS TO TECHNOLOGY
AND THE CITIZENS HERE NOT ENROLLED IN AADHAAR
BELONGS TO RURAL AREAS.
THE 11 STATES BELOW 90% ENROLLRMENTS ARE
SHOWED ON THE MAP WHICH MAKES IT OUR TARGET
MARKET.
40%
30%
20%
10%
RAJASTHAN
87.4%
SIKKIN-86.4%,
MANIPUR- 82.3%,
ARUNACHAL PRADESH
80.1%, NAGALAND- 57.1%,
MEGHALAYA-
28.4%,
ASSAM- 14.3%
J&K-
76.9%
UP- 88.4%
BIHAR 85.3%

14. EASE OF APPLICATION
02
03
04
REGISTER
FILL YOUR
DEMOGRAPHIC
DETAILS
VERIFY
GO TO ANY
NEAREST STORE
AND REGISTER
YOUR FINGER
PRINTS
AADHAAR
ENABLED.
THE DATA WILL BE
PROCESSED BY
UIDAI AND AADHAAR
CARD WILL BE
COURIERED.01
APLLY
APPLY ON ANY
GOVERNMENTS APP
OR WEBSITE WITH A
SINGLE BUTTON.

15. PROMOTION STRATEGY
WHILE TRADITIONAL MEDIA HAS
PENETRATED 80% OF THE INDIAN REGIONS,
THERE ARE STILL TECH RIDDEN AREAS
WHERE WORD OF MOUTH WORKS. THESE
ARE THE METHODS TO INCREASE REACH
AND THERBY INCLUSIONS OF AADHAAR.
A 'MOBILE RADIO', THAT PROVIDES FREE ENTERTAINMENT TO
PEOPLE WHO LIVE IN THE 'MEDIA DARK' REGIONS OF BIHAR,
UP ETC. THE CONTENT IS INTERSPERSED WITH ADS FOR
AADHAAR’S BENEFITS.
RADIO
VERNACULAR SOUND SYSTEM ENABLED AUTO RIKSHAW
WILL REACH OUT TO LARGER AUDIENCE
AUTO RIKSHAW
A TEAM OF AADHAAR SHOULD BE SENT TO RURAL AREAS
TO CONDUCT A SURVEY AND EXPLAIN THE BENEFITS OF
AADHAAR
SALES PROMOTION
VILLAGE LEADERS SHOULD BE INCENTIVISED TO HAVE
MAXIMUM INCLUSIONS FROM THEIR RESPECTIVE
VILLAGE.
WORD OF MOUTH

16. GENERATE REVENUE
HOW TO GENERATE
REVENUE USING
AADHAAR CARD?
DISBURSING KYC MACHINES FOR
AADHAAR VERIFICATION CAN
GENERATE EXTRA INCOME FOR
SHOPKEEPERS AND CAN GENERATE
REVENUE FOR UIDAI.
KYC MACHINES
CHARGING 1% TO THE BANKS FOR
EACH TRANSACTION HAPPENING
THROUGH AADHAAR PAYMENTS APP.
COMMSSIONS
PROVIDING CONSULTATION TO SET UP
AADHAAR TO THE NATIONS ABROAD.
CONSULTING

17. Thank YouVARUN DAVE
HEAD OF MARKETiNG
TEAM KALAM
NATIONAL
MANAGEMENT
OLYMPIAD