Pradeep Kashyap is considered the father of rural marketing in India. He discusses the founding and philosophy of MART, which he established to apply marketing knowledge to the social sector. He outlines significant changes in rural India over the past two decades, including the microfinance movement, increased political participation by women, improved road connectivity, greater emphasis on education, increased media penetration, and growing mobile connectivity and technology use. Kashyap believes entrepreneurship and innovative business models are needed to create jobs and advocates for entrepreneurship education. He sees opportunities for MART to expand its work in new sectors and geographies while continuing to innovate.
Priyanka Gandhi in Amethi hits back at Modi for his Shehzada jibe on Rahul Ga...pressbrief365
Amethi: Priyanka Gandhi Vadra, daughter of Congress President and UPA Chairperson Sonia Gandhi, took yet another dig at BJP’s prime ministerial candidate Narendra Modi over his ‘shehzada’ remark about Rahul Gandhi. Priyanka is campaigning in Amethi, the Lok Sabha constituency of her brother and Congress Vice President Rahul Gandhi.
Corporate social responsibility by Monika SukhijaMonika Sukhija
This document discusses corporate social responsibility (CSR) in India. It provides background on the concept and definitions of CSR, noting that while CSR originated in the 1950s, it did not become popular in India until the late 1980s/2000s. It describes how major Indian corporations like Tata, ICICI, and Reliance are now actively involved in CSR activities. The document also outlines the legal requirements for CSR spending under the Indian Companies Act of 2013 and provides examples of CSR initiatives undertaken by companies like TCS, Titan, KPMG, Infosys, NIIT, and HUL.
2012 samvad all-pages_final-csr initiatives in mundraSmera Chawla
The management of Tata Power and Coastal Gujarat Power Limited (CGPL) discuss their commitment to community relations and sustainable development. They emphasize building community institutions, partnerships with NGOs and government bodies, and addressing communities' needs through initiatives in education, health, livelihoods, infrastructure and more. Future plans include programs to support fishermen and artisans, as well as skill training. The management views stakeholder engagement as important for community development.
INDIA Redefined aims to create a collaborative platform called the Third Sector Partner's Programme (TSPP) to bring non-governmental organizations (NGOs) together to address social issues in India. The program recognizes that no single organization can solve all of India's problems and that collaboration allows NGOs to specialize while magnifying results. Through the TSPP, NGOs can pursue complementary approaches, share resources, and have a larger platform and voice to create change. To join, NGOs must carry out three agreed-upon activities under the INDIA Redefined banner and provide documentation to qualify as an official partner.
Udyog Kranti is one of the leading Job consultancy and job placement in private companies and Govt sector, sponsored/Aided projects.Exposure to rural industry, small scale industry for Self Employment,Coaching classes,Competitive exams,Skill development and Vocational Training Programs.Encouraging Women Self Help Groups & Youth Organisation for Self employment Schemes Providing Marketing Solutions for rural & home Industries Employment awareness to the Tribal, Scheduled caste , backward class , minorities & other economically weaker sections of the society.
Experience of interning with an NGO in IndiaPitanjal Datta
The document provides details about the internship of Pitanjal Murati Dutta with Toolbox India Foundation, an NGO that helps other NGOs improve their operational efficiency. During the internship, Pitanjal worked on several projects including creating accounting procedures for an NGO, managing a volunteer database, presenting on how NGOs can use data for decision making, and collecting data to assess the impact of an NGO-run primary school. The internship provided valuable experience in understanding how NGOs function and opportunities to apply skills in areas like data analysis, project management, and accounting.
Rahul Gandhi in Latur, Maharashtra: Modi’s Gujarat model is ‘toffee model’Rahul Gandhi
In a blistering attack on Modi’s much hyped Gujarat model, Congress Vice President Rahul Gandhi called it a ‘toffee model’ and also listed out some figures to question the development claims of BJP’s prime ministerial candidate Narendra Modi in Gujarat.
“Nowadays there are huge talks about Gujarat model. You must have heard about senior BJP leaders Advani and Jaswant Singh. Today, BJP has sidelined these leaders under its new leader Modi. Earlier, there was partnership between Vajpayee and Advani; today there is a new partnership – between Modi and Adani” said Rahul Gandhi while addressing a Congress election rally at Latur in Maharashtra on Monday.
TCS Corporate Social Responsibility ( CSR )Siva Kumar
Tata Consultancy Services (TCS) was founded in 1968 in Mumbai, India and provides IT services and consulting. The company has over $8 billion in annual revenue. TCS runs several social programs, including employing and training differently-abled individuals, aiding underprivileged children, helping rural development in villages, and raising awareness about issues like HIV/AIDS. In the village of Vazapur, TCS has undertaken development activities focused on water, education, women's empowerment, and health and hygiene over the past three years. TCS also regularly partners with organizations on blood donation drives and HIV/AIDS awareness campaigns.
Priyanka Gandhi in Amethi hits back at Modi for his Shehzada jibe on Rahul Ga...pressbrief365
Amethi: Priyanka Gandhi Vadra, daughter of Congress President and UPA Chairperson Sonia Gandhi, took yet another dig at BJP’s prime ministerial candidate Narendra Modi over his ‘shehzada’ remark about Rahul Gandhi. Priyanka is campaigning in Amethi, the Lok Sabha constituency of her brother and Congress Vice President Rahul Gandhi.
Corporate social responsibility by Monika SukhijaMonika Sukhija
This document discusses corporate social responsibility (CSR) in India. It provides background on the concept and definitions of CSR, noting that while CSR originated in the 1950s, it did not become popular in India until the late 1980s/2000s. It describes how major Indian corporations like Tata, ICICI, and Reliance are now actively involved in CSR activities. The document also outlines the legal requirements for CSR spending under the Indian Companies Act of 2013 and provides examples of CSR initiatives undertaken by companies like TCS, Titan, KPMG, Infosys, NIIT, and HUL.
2012 samvad all-pages_final-csr initiatives in mundraSmera Chawla
The management of Tata Power and Coastal Gujarat Power Limited (CGPL) discuss their commitment to community relations and sustainable development. They emphasize building community institutions, partnerships with NGOs and government bodies, and addressing communities' needs through initiatives in education, health, livelihoods, infrastructure and more. Future plans include programs to support fishermen and artisans, as well as skill training. The management views stakeholder engagement as important for community development.
INDIA Redefined aims to create a collaborative platform called the Third Sector Partner's Programme (TSPP) to bring non-governmental organizations (NGOs) together to address social issues in India. The program recognizes that no single organization can solve all of India's problems and that collaboration allows NGOs to specialize while magnifying results. Through the TSPP, NGOs can pursue complementary approaches, share resources, and have a larger platform and voice to create change. To join, NGOs must carry out three agreed-upon activities under the INDIA Redefined banner and provide documentation to qualify as an official partner.
Udyog Kranti is one of the leading Job consultancy and job placement in private companies and Govt sector, sponsored/Aided projects.Exposure to rural industry, small scale industry for Self Employment,Coaching classes,Competitive exams,Skill development and Vocational Training Programs.Encouraging Women Self Help Groups & Youth Organisation for Self employment Schemes Providing Marketing Solutions for rural & home Industries Employment awareness to the Tribal, Scheduled caste , backward class , minorities & other economically weaker sections of the society.
Experience of interning with an NGO in IndiaPitanjal Datta
The document provides details about the internship of Pitanjal Murati Dutta with Toolbox India Foundation, an NGO that helps other NGOs improve their operational efficiency. During the internship, Pitanjal worked on several projects including creating accounting procedures for an NGO, managing a volunteer database, presenting on how NGOs can use data for decision making, and collecting data to assess the impact of an NGO-run primary school. The internship provided valuable experience in understanding how NGOs function and opportunities to apply skills in areas like data analysis, project management, and accounting.
Rahul Gandhi in Latur, Maharashtra: Modi’s Gujarat model is ‘toffee model’Rahul Gandhi
In a blistering attack on Modi’s much hyped Gujarat model, Congress Vice President Rahul Gandhi called it a ‘toffee model’ and also listed out some figures to question the development claims of BJP’s prime ministerial candidate Narendra Modi in Gujarat.
“Nowadays there are huge talks about Gujarat model. You must have heard about senior BJP leaders Advani and Jaswant Singh. Today, BJP has sidelined these leaders under its new leader Modi. Earlier, there was partnership between Vajpayee and Advani; today there is a new partnership – between Modi and Adani” said Rahul Gandhi while addressing a Congress election rally at Latur in Maharashtra on Monday.
TCS Corporate Social Responsibility ( CSR )Siva Kumar
Tata Consultancy Services (TCS) was founded in 1968 in Mumbai, India and provides IT services and consulting. The company has over $8 billion in annual revenue. TCS runs several social programs, including employing and training differently-abled individuals, aiding underprivileged children, helping rural development in villages, and raising awareness about issues like HIV/AIDS. In the village of Vazapur, TCS has undertaken development activities focused on water, education, women's empowerment, and health and hygiene over the past three years. TCS also regularly partners with organizations on blood donation drives and HIV/AIDS awareness campaigns.
communication in Majlis Bandaraya Melaka BersejarahJuliana Tajudin
Differences in Customs and Behavior – Gender Roles
Dimension of Organizational Culture – Conflict Tolerance
Differences in Custom and Behavior
Dimension of Organizational Culture – Reward
How People Spend Their Time
United Way Chennai Annual Report 2018-19ShrutiGanesh1
United Way Chennai is not a one-cause organization. While our primary focus is disability, we aim to identify the most persisting problems that plague our community and we bring together all the key stakeholders including the Government, corporates, technical experts and NGOs to provide lasting solutions to the problem.
These multi-faceted, value-driven 360-degree partnerships are the bedrock to our successful, systematic and sustainable social interventions.
The composition of our board is a reflection of this philosophy comprising of leaders from diverse backgrounds and whose expertise is instrumental in driving lasting impact in the communities.
This report is an overview of the CSR projects, volunteering initiatives and fundraising events we undertook in the last financial year.
. India Leadership Conclave is india’s the Most definitive destination of leadership gatherings of the influential leaders of the country & abroad with a focus to continuously innovate & debate ideas that are complex & important. Over the last seven editions, India Leadership conclave has emerged not only as a leadership brand but also defied the age old practices of rules & traditions that are irrelevant, Indian Affairs, the flagship media brand of Network 7 Media Group is hosting the high profile 8th Annual India Leadership Conclave & Indian Affairs Business Leadership Awards, also known as ILC Power Brand in Mumbai on Friday,4th august 2017 at Hotel Sahara Star Mumbai, India in partnership with top govt agencies & apex trade bodies. More than 400 influential leaders of the country from politics to business, health to social & others have marked 4th august to attend. The conclave starts over a breakfast & is debating on a powerful theme “Transformation” to be addressed by the business tycoons, rebel leaders, authors, social & healthcare reformers in recent times. The day long conclave will culminate on the much awaited annual award ceremony in a glittering award night where who’s & who’s of india would be present.
The document summarizes India's economic reforms over the past 21 years since 1991. It discusses key achievements like growth, innovation, investment, and reducing poverty and illiteracy. However, it also notes ongoing challenges in areas like the social sector, hunger, corruption, and infrastructure development. It outlines priorities for the future like boosting growth, investment, consumption, and passing reforms like allowing FDI in retail. The summary provides an overview of India's economic journey and the road ahead under the new Finance Minister.
Impact Report: Public Private Partnership by Youth Yogyakarta (Jan 2020)Good City Foundation
The Impact Report of Public Private Partnership by Youth Yogyakarta (Jan 2020) is prepared by Future City Summit and Good City Foundation as part of the development program series "Public Private Partnership by Youth", hosted together with City Government of Yogyakarta Mayor Office, DIY Academy and Foundation and Indonesia's largest startup accelerator, Block71.
Fiinovation - Dnote Xpress, Issue 1, April 2014Fiinovation
We are delighted to share with you our first edition of the newsletter: DNote Xpress. This informative bulletin is an effort to make CSR and development news accessible to all. It includes a crisp summary of the work done by Fiinovation over the last month and provides our take on a few development initiatives and innovations.
Impact Report: Public Private Partnership by Youth Bangkok (July 2019)Good City Foundation
The Impact Report of Public Private Partnership by Youth Bangkok (July 2019) is prepared by Future City Summit and Good City Foundation as part of the development program series "Public Private Partnership by Youth", hosted together with Shark Tank Thailand, Glowfish and Warner Music Thailand to explore the famous industries and development challenges of Greater Bangkok City: Thai Entertainment Development; Sustainable Fashion and Future of Food, in July 2019.
This document summarizes a summer internship project conducted at InnoServ Solutions Pvt. Ltd. on studying the perspective of CSR heads on the digital presence of NGOs and using digital marketing for 'SUN' products. The objectives were to understand factors for identifying NGOs for CSR activities and the impact of using digital media for selection. Primary research involved in-depth interviews and an online/phone survey of 104 CSR heads. Secondary research analyzed CSR reports. Analysis used percentage analysis and factor analysis to identify key factors like digital presence, resources, communication, finances, trustworthiness and importance of NGOs. Recommendations focus on improving NGO and corporate digital strategies and presence to better connect them.
Impact Report: Public Private Partnership by Youth Manila (March 2019)Good City Foundation
The Impact Report of Public Private Partnership by Youth Manila (March 2019) is prepared by Future City Summit and Good City Foundation as part of the development program series "Public Private Partnership by Youth", hosted together with Social Business Youth Alliance, YY Goshti and Grameen Foundation in Bangladesh in Metro Manila, The Philippines in March 2019, with Nobel Peace Prize Laureate, Prof. Muhammad Yunus, as keynote speaker.
The NGO has become a very common term in India. It is amazing how these self governed bodies are working in India for its upliftment. Ngo makes the country people aware about their basic rights that very few people are aware of and therefore has led to the stagnancy in the growth of the country itself. Very few people have the right amount of knowledge about various ngo schemes that are managed by the central government. These organizations have become this SHG voice that raises its voice for the people till they are heard by the proper authorities. http://www.ftsindia.com/
Impact Report: Public Private Partnership by Youth Bandung (Jan 2020)Good City Foundation
The Impact Report of Public Private Partnership by Youth Bandung (Jan 2020) is prepared by Future City Summit and Good City Foundation as part of the development program series "Public Private Partnership by Youth", hosted together with Bandung City Government, Tourism Board and Heritage Development Board, in January 2020.
The report also documentations the development and design process of digital heritage renewal and development plan as part of the urban development plan of the city. It captures the rough design plan of the Urban Data Lab as a consortium of technology companies, development organisations and the dedication of the Bandung City Government.
A rural retailer’s green shoots live mintChinmay Bande
Hariyali Kisaan Bazaar is a rural retail chain operating 300 stores across 8 states in India. While organized retail chains in urban India are struggling, Hariyali is planning to expand to 500 stores in the next two years to capitalize on strong sales growth in rural areas. On average 300 villagers visit each Hariyali store daily to get agricultural advice from specialists and purchase farm supplies and other goods. The stores offer a wide range of products and see 40% sales growth compared to the previous year. Rural consumption in India remains resilient while urban spending has slowed, driven by a strong agricultural economy and government programs, making rural India an attractive market for retailers.
Managing Career & Expectations (Talk at one of the IIMs) by Mr. R. Gopalakris...Chinmay Bande
1. Mr. Gopalakrishnan advises seeking out early career experiences at the grassroots level of organizations to truly understand how they work, such as working as a salesman or clerk, rather than only pursuing comfortable office jobs.
2. He shares a lesson of learning to "deserve before you desire" responsibilities and promotions by gaining sufficient knowledge and experience for roles rather than desiring them prematurely.
3. While it is important to aim to win, one should do so through fairness and upholding values over selfish ambition in order to achieve lasting success and fulfillment.
1. The document discusses ethics and principles in management. It describes the author's journey from working for multinational companies to founding MART, a rural development organization.
2. It defines ethics as the application of spiritual principles to human behavior. Principles are guidelines for human conduct that come from ancient sages and are fundamental and universal.
3. The author focuses on developing character through principles like integrity, humility and courage, rather than just personality traits. This leads to true personal power centered in principles.
Rural consumers have different behaviors than urban consumers due to factors like lower literacy, limited exposure, occupations, and interdependent communities. Rural market research faces challenges in using conventional tools with low literacy populations. MART has innovated participatory tools like PRA that empower communities to share knowledge using visual representations, validating data. MART also developed simple rating scales using faces and compiles rural data and studies to increase industry understanding of the rural market.
The document discusses several strategies for effective marketing in rural areas of India. First, it notes that villagers welcome outsiders and establishing goodwill with local governing bodies called panchayats is important. It recommends providing social services like health checkups and medicines to earn trust and build brand awareness. Creating jobs and skills training can increase purchasing power. Maintaining proper distribution channels and packaging products affordably can also help reach rural customers. Studying rural needs carefully and planning accordingly can help companies profit while satisfying customers.
For over 25 years, Pradeep Kashyap, Founder and CEO, MART, has been sharing his
knowledge at various CEO platforms, investor meets, marketing conferences,
academic institutions, and very recently he spoke at TEDx Events about MART as an
endearing organization and freedom from poverty. He has also spoken about rural
marketing, social marketing, rural transformation & innovation, business ethics and
leadership. We wish to share a few of these talks with you.
Credential MART (Dellhi based Rural Marketing Research & Consulting Firm)MART Knowledge Center
MART is a leading emerging markets consultancy firm in India established in 1993. It provides end-to-end solutions through a team of 50 professionals with expertise in corporate and social sectors. MART conducts research using tools adapted from participatory rural appraisal to understand rural audiences and identify needs, opportunities, and behaviors. It has worked with clients across sectors including Intel, John Deere, Tata Indicom, GSK, Airtel, and Microsoft, conducting studies on product development, distribution, communication materials testing, and more. Key personnel have extensive experience developing innovative rural research methodologies and conducting qualitative research.
My presentation given at Asha 22, Biannual Princeton Conference organized by Asha for Education. It talks about my learning curve with Asha , growth of my activism ,Concept of Aadhaar and the need for creating a tech movement as virtual force for socioeconomic change.
communication in Majlis Bandaraya Melaka BersejarahJuliana Tajudin
Differences in Customs and Behavior – Gender Roles
Dimension of Organizational Culture – Conflict Tolerance
Differences in Custom and Behavior
Dimension of Organizational Culture – Reward
How People Spend Their Time
United Way Chennai Annual Report 2018-19ShrutiGanesh1
United Way Chennai is not a one-cause organization. While our primary focus is disability, we aim to identify the most persisting problems that plague our community and we bring together all the key stakeholders including the Government, corporates, technical experts and NGOs to provide lasting solutions to the problem.
These multi-faceted, value-driven 360-degree partnerships are the bedrock to our successful, systematic and sustainable social interventions.
The composition of our board is a reflection of this philosophy comprising of leaders from diverse backgrounds and whose expertise is instrumental in driving lasting impact in the communities.
This report is an overview of the CSR projects, volunteering initiatives and fundraising events we undertook in the last financial year.
. India Leadership Conclave is india’s the Most definitive destination of leadership gatherings of the influential leaders of the country & abroad with a focus to continuously innovate & debate ideas that are complex & important. Over the last seven editions, India Leadership conclave has emerged not only as a leadership brand but also defied the age old practices of rules & traditions that are irrelevant, Indian Affairs, the flagship media brand of Network 7 Media Group is hosting the high profile 8th Annual India Leadership Conclave & Indian Affairs Business Leadership Awards, also known as ILC Power Brand in Mumbai on Friday,4th august 2017 at Hotel Sahara Star Mumbai, India in partnership with top govt agencies & apex trade bodies. More than 400 influential leaders of the country from politics to business, health to social & others have marked 4th august to attend. The conclave starts over a breakfast & is debating on a powerful theme “Transformation” to be addressed by the business tycoons, rebel leaders, authors, social & healthcare reformers in recent times. The day long conclave will culminate on the much awaited annual award ceremony in a glittering award night where who’s & who’s of india would be present.
The document summarizes India's economic reforms over the past 21 years since 1991. It discusses key achievements like growth, innovation, investment, and reducing poverty and illiteracy. However, it also notes ongoing challenges in areas like the social sector, hunger, corruption, and infrastructure development. It outlines priorities for the future like boosting growth, investment, consumption, and passing reforms like allowing FDI in retail. The summary provides an overview of India's economic journey and the road ahead under the new Finance Minister.
Impact Report: Public Private Partnership by Youth Yogyakarta (Jan 2020)Good City Foundation
The Impact Report of Public Private Partnership by Youth Yogyakarta (Jan 2020) is prepared by Future City Summit and Good City Foundation as part of the development program series "Public Private Partnership by Youth", hosted together with City Government of Yogyakarta Mayor Office, DIY Academy and Foundation and Indonesia's largest startup accelerator, Block71.
Fiinovation - Dnote Xpress, Issue 1, April 2014Fiinovation
We are delighted to share with you our first edition of the newsletter: DNote Xpress. This informative bulletin is an effort to make CSR and development news accessible to all. It includes a crisp summary of the work done by Fiinovation over the last month and provides our take on a few development initiatives and innovations.
Impact Report: Public Private Partnership by Youth Bangkok (July 2019)Good City Foundation
The Impact Report of Public Private Partnership by Youth Bangkok (July 2019) is prepared by Future City Summit and Good City Foundation as part of the development program series "Public Private Partnership by Youth", hosted together with Shark Tank Thailand, Glowfish and Warner Music Thailand to explore the famous industries and development challenges of Greater Bangkok City: Thai Entertainment Development; Sustainable Fashion and Future of Food, in July 2019.
This document summarizes a summer internship project conducted at InnoServ Solutions Pvt. Ltd. on studying the perspective of CSR heads on the digital presence of NGOs and using digital marketing for 'SUN' products. The objectives were to understand factors for identifying NGOs for CSR activities and the impact of using digital media for selection. Primary research involved in-depth interviews and an online/phone survey of 104 CSR heads. Secondary research analyzed CSR reports. Analysis used percentage analysis and factor analysis to identify key factors like digital presence, resources, communication, finances, trustworthiness and importance of NGOs. Recommendations focus on improving NGO and corporate digital strategies and presence to better connect them.
Impact Report: Public Private Partnership by Youth Manila (March 2019)Good City Foundation
The Impact Report of Public Private Partnership by Youth Manila (March 2019) is prepared by Future City Summit and Good City Foundation as part of the development program series "Public Private Partnership by Youth", hosted together with Social Business Youth Alliance, YY Goshti and Grameen Foundation in Bangladesh in Metro Manila, The Philippines in March 2019, with Nobel Peace Prize Laureate, Prof. Muhammad Yunus, as keynote speaker.
The NGO has become a very common term in India. It is amazing how these self governed bodies are working in India for its upliftment. Ngo makes the country people aware about their basic rights that very few people are aware of and therefore has led to the stagnancy in the growth of the country itself. Very few people have the right amount of knowledge about various ngo schemes that are managed by the central government. These organizations have become this SHG voice that raises its voice for the people till they are heard by the proper authorities. http://www.ftsindia.com/
Impact Report: Public Private Partnership by Youth Bandung (Jan 2020)Good City Foundation
The Impact Report of Public Private Partnership by Youth Bandung (Jan 2020) is prepared by Future City Summit and Good City Foundation as part of the development program series "Public Private Partnership by Youth", hosted together with Bandung City Government, Tourism Board and Heritage Development Board, in January 2020.
The report also documentations the development and design process of digital heritage renewal and development plan as part of the urban development plan of the city. It captures the rough design plan of the Urban Data Lab as a consortium of technology companies, development organisations and the dedication of the Bandung City Government.
A rural retailer’s green shoots live mintChinmay Bande
Hariyali Kisaan Bazaar is a rural retail chain operating 300 stores across 8 states in India. While organized retail chains in urban India are struggling, Hariyali is planning to expand to 500 stores in the next two years to capitalize on strong sales growth in rural areas. On average 300 villagers visit each Hariyali store daily to get agricultural advice from specialists and purchase farm supplies and other goods. The stores offer a wide range of products and see 40% sales growth compared to the previous year. Rural consumption in India remains resilient while urban spending has slowed, driven by a strong agricultural economy and government programs, making rural India an attractive market for retailers.
Managing Career & Expectations (Talk at one of the IIMs) by Mr. R. Gopalakris...Chinmay Bande
1. Mr. Gopalakrishnan advises seeking out early career experiences at the grassroots level of organizations to truly understand how they work, such as working as a salesman or clerk, rather than only pursuing comfortable office jobs.
2. He shares a lesson of learning to "deserve before you desire" responsibilities and promotions by gaining sufficient knowledge and experience for roles rather than desiring them prematurely.
3. While it is important to aim to win, one should do so through fairness and upholding values over selfish ambition in order to achieve lasting success and fulfillment.
1. The document discusses ethics and principles in management. It describes the author's journey from working for multinational companies to founding MART, a rural development organization.
2. It defines ethics as the application of spiritual principles to human behavior. Principles are guidelines for human conduct that come from ancient sages and are fundamental and universal.
3. The author focuses on developing character through principles like integrity, humility and courage, rather than just personality traits. This leads to true personal power centered in principles.
Rural consumers have different behaviors than urban consumers due to factors like lower literacy, limited exposure, occupations, and interdependent communities. Rural market research faces challenges in using conventional tools with low literacy populations. MART has innovated participatory tools like PRA that empower communities to share knowledge using visual representations, validating data. MART also developed simple rating scales using faces and compiles rural data and studies to increase industry understanding of the rural market.
The document discusses several strategies for effective marketing in rural areas of India. First, it notes that villagers welcome outsiders and establishing goodwill with local governing bodies called panchayats is important. It recommends providing social services like health checkups and medicines to earn trust and build brand awareness. Creating jobs and skills training can increase purchasing power. Maintaining proper distribution channels and packaging products affordably can also help reach rural customers. Studying rural needs carefully and planning accordingly can help companies profit while satisfying customers.
For over 25 years, Pradeep Kashyap, Founder and CEO, MART, has been sharing his
knowledge at various CEO platforms, investor meets, marketing conferences,
academic institutions, and very recently he spoke at TEDx Events about MART as an
endearing organization and freedom from poverty. He has also spoken about rural
marketing, social marketing, rural transformation & innovation, business ethics and
leadership. We wish to share a few of these talks with you.
Credential MART (Dellhi based Rural Marketing Research & Consulting Firm)MART Knowledge Center
MART is a leading emerging markets consultancy firm in India established in 1993. It provides end-to-end solutions through a team of 50 professionals with expertise in corporate and social sectors. MART conducts research using tools adapted from participatory rural appraisal to understand rural audiences and identify needs, opportunities, and behaviors. It has worked with clients across sectors including Intel, John Deere, Tata Indicom, GSK, Airtel, and Microsoft, conducting studies on product development, distribution, communication materials testing, and more. Key personnel have extensive experience developing innovative rural research methodologies and conducting qualitative research.
My presentation given at Asha 22, Biannual Princeton Conference organized by Asha for Education. It talks about my learning curve with Asha , growth of my activism ,Concept of Aadhaar and the need for creating a tech movement as virtual force for socioeconomic change.
The document provides an overview of rural marketing strategies used by major FMCG companies in India. It discusses key differences between urban and rural markets and growth in the rural market size. Specific strategies and campaigns by Hindustan Unilever Limited (HUL) are described, including Project Shakti and Khushiyon Ki Doli, which aim to directly reach smaller rural settlements and create livelihood opportunities for rural women. HUL's four-tier rural distribution system is also summarized.
Marketing strategies are more complicated for non-profit organizations than businesses due to non-profits having multiple objectives and beneficiaries not always contributing funds. Non-profits also have to satisfy multiple funding sources. While some non-profits in India have adopted techniques like advertising, branding, and celebrity endorsements, others question if Western marketing models are suitable. Non-profits face challenges in marketing due to tight budgets, lack of professionalism, dependence on external funding, and inability to build trust and credibility. Successful non-profits have adopted innovative communication strategies tailored to their target segments, embraced professional management, and found ways to generate sustainable funding.
While the digital era has dawned in, governments in India look barely prepared to harness its full potential. This presentation will help them realise the things that can be achieved.
LETTER OF RECOMENDATION - NITESH SHARMANitesh Sharma
This letter recommends Nitesh Sharma for his work with Pollinate Energy India Pvt Ltd's Fellowship Program. Nitesh was selected in 2016 as one of fifteen candidates out of over one hundred global applications. As an Indian participant, Nitesh helped navigate the unique context of working with slum communities. He displayed impressive cross-cultural management skills and a strong commitment to social and economic development in India. Pollinate Energy believes Nitesh is a future leader who will respond with care and intellect to challenges through relationships across cultures and within the social sector. They give Nitesh their highest recommendation.
1. VSR introduces the Project Management conference in Hyderabad and thanks the volunteers and sponsors for making it possible.
2. He discusses how past leaders in India successfully executed projects to create "A Better Tomorrow", such as Gandhi's freedom movement and ISRO's space programs.
3. However, many current infrastructure and IT projects are behind schedule or over budget. Next Generation Communities and focus on Execution Excellence are proposed as solutions to address challenges and realize the vision of India 2020.
VSR discusses leveraging project management to build "A Better Tomorrow" in India. He outlines several successful historical projects in India led by leaders like Gandhi, Sarabhai, and Tata. However, many current projects face challenges like lack of stakeholder involvement and alignment. VSR proposes "Next Generation Communities" and "Execution Excellence" using project management skills to realize ambitious goals for India by 2020 such as total employment, rural development, and an end to corruption. He commits to driving the "Made in India Leaders Community" and hopes to hear Dr. Kalam say India has achieved peace and prosperity by 2020.
“TATA Tea - An Indian Transnational Company”: Analysis of an advertisement commercial - Influence of ambiance, frame, body language of characters, media audience response, mind set formation post commercial.
This document contains mock interviews of 3 candidates - Ramesh, Ashok, and Arun - for a position at a bank. It includes their responses to questions about their qualifications, interests in banking, views on current economic issues, and career goals. They demonstrate knowledge of banking concepts and priorities like serving customers, contributing to society, and gaining expertise through ongoing learning.
Leading NGOs Impacting Corporate Social Responsibility Drive.pdfinsightssuccess2
Our brand exclusive edition, ‘Leading NGOs Impacting Corporate Social Responsibility Drive – 2022,’ is a small attempt in this regard. Here, we have chosen those NGOs already driving positive social transformation by proliferating the CSR mission extensively.
Women Entrepreneurship in India: A Case Study Of Jaishree Kabra Of Kothari Si...inventionjournals
This document provides a case study of Jaishree Kabra, a successful woman entrepreneur in India. It discusses her background growing up in a business family in India. It describes how she started working in her brother's design studio, which created samples for a textile business. Under her leadership, the studio grew to employ over 100 people and produce 20-25 samples per day. It faced challenges like a lack of formal training for Jaishree and a male-dominated industry, but she overcame these through hard work and family support. The case study analyzes the social, economic, competitive, and other factors influencing Jaishree's success as a woman entrepreneur in India.
Praja is a non-partisan voluntary organization enabling accountable governance. It empowers citizens to participate in
governance by providing knowledge and perspective so that they can become politically active and involved beyond the
ballot box. It undertakes extensive research and highlights civic issues to build the awareness of and mobilize action by the
government and elected representatives.
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An interview with the emerging markets guru
1. Posted on: March 8, 2010 in: Business, Society
An interview with the emerging markets guru Mr. Pradeep Kashyap, CEO & Founder MART,
India.
L-R: Dr. Satya Dash, Mr. Pradeep
Kashyap, Mr. Benjamin Mathew, Mr.
Sanjay Gupta, Mr. Saroj Mohanta and Mr.
Kirti Mishra
Mr. Pradeep Kashyap needs no
introduction. He is considered to be the
father of rural marketing in India and has
been a pioneer in designing and
implementing innovative business models
in the social development sector, especially
in the Bottom of the Pyramid (BoP) with
several exceptional projects since the late
1980s. He combines a rich experience in
the corporate world with more than two decades of experience in the social sector. One of the best
known projects that established linkages between social development and rural marketing was Project
Shakti*, that was designed, piloted and implemented for Hindustan Lever Limited by Mr. Kashyap
and his team at MART*. Project Shakti has gained recognition as a leading example of participatory
growth across the world. In mid February 2010, I had an opportunity to meet and discuss with Mr.
Kashyap and MART’s partners Mr. Kirti Mishra, Mr. Saroj Mohanta, Mr. Benjamin Mathew and
Mr. Sanjay Gupta about MART’s innovative projects and dynamics of changes in rural India. Here are
a few excerpts from a two hour interview in which Mr. Kashyap spoke about MART and changes in
rural India amongst other things.
Q. How was MART founded?
Pradeep Kashyap: I left the corporate sector after 20 years in 1987 and my idea was never to start an
organisation. I didn’t start an organisation until 1995 when we named ourselves as MART. However
MART as a partnership was established in 2003. Before then we had a loose kind of arrangement
where everybody was working together.
My idea was to apply the knowledge I had. I recognised that the strength I had was in the marketing
area and this was completely missing in the social and development sector. Nobody believed that you
needed marketing in the social sector. When you are working with the NGOs who are helping villagers
produce handicrafts, incense sticks or even soaps, they are competing with the corporate sector and
they do need professional marketing to be able to compete with the corporate.
2. Q. What are MART’s focus, motivations and philosophies?
Pradeep Kashyap: Our focus is the BoP emerging markets. The philosophy we follow is social heart
and business mind. There are three different kinds of organisations- NGO, corporation and the
government. NGOs bring a social heart and a social mind and that is the reason why they are not
good at strategies of scale up. They do great work in small geographies but their work continues to
remain localised. The Corporate sector which wants to enter the BoP markets brings a business mind
and unfortunately sometimes a harsh business heart. Their whole orientation is mostly being
concerned about numbers and sales. The government brings a business heart and social mind which is
wrong. We realised that we need a different kind of organisation which has a very strong business
mind but has a lot of compassion for the poor- a social heart. Because, unless you empathise with the
poor, you won’t be able to find the solutions that are best for them.
Since I came from the corporate sector and started in the working the social sector, I could see a
potential for bridges and synergies between these two sectors. The critical role MART plays is to make
corporate understand the community language and the community to understand the corporate
participation as well as the government. We offer end to end solutions from research to strategy and
capacity building in the emerging markets.
Our philosophy is also teamwork in truest sense of team work, and building a totally flexible, non-
hierarchical organisation. We are not just giving lip service to this. All our projects are team based.
So it’s not uncommon for a junior most person to lead a project in MART if that person has that
capability which is required for that project. That gives a huge moral boost to young people. They get
the opportunity to lead a project. Our logo is handshake between two people with bowed heads. We
believe that you can acquire knowledge if you are humble. We are constantly building partnerships
with experts.
In 1989 I was appointed as marketing advisor to the Ministry of Rural Development (MRD)
Government of India. That opened my eyes to a larger vision and a macro picture of this country. I
had an umbrella view. That I think was very crucial which has helped to develop this vision because
one could see it from top and that also gave me excellent networks with NGOs.
Q. What other projects did you do during those early years after you left the corporate world?
Pradeep Kashyap: With MRD I started a concept of sales exhibition called Gram Shree Melas
(exhibition) where artisans could bring their products directly to these exhibitions which are held in
the cities. The advantage to the rural artisans is that there were no middlemen; they get the full value
for their products. They get to interact with buyers whom they would otherwise never be able to see
and hence not understand their taste. We also used to conduct training programs during melas. We
would bring some designers, packaging experts, research experts and marketing experts who would
talk about positioning and various other things to the rural artisans. I ran this program for three years
in which 70-80 such Gram Shree Melas were run. The program continued after I left and 300 of such
exhibitions all across India in 75 cities from 1989 till 2000 were run by CAPART- the government’s
nodal autonomous body for NGOs.
3. Then in 1993 I bid for and got a World Bank project called Women’s Enterprise Management
Training Outreach Program (WEMTOP) for which the requirement was six people and therefore I had
to set up a team. It was working with poor women who were artisans etc and teaching them business
skills, how to cost their products, break even analysis. It was very innovative training. This was all
done through visuals, lots of games and role plays. After WEMTOP, we disbanded and then in 1995
we started MART. Later in 2000 we started project Shakti which was until 2005, that was the first big
visibility project we did. That put us on the national and the international map.
Q. You have been mapping rural India for 2 decades. What in your opinion have been significant
changes in rural India?
Pradeep Kashyap: There have been a few significant changes. The first is the microfinance (MF)
movement- today there are 7-8 million women’s groups serving about 70-80 million rural families out
of 160 million families which means half of rural families are linked to a MF Institution or Self Help
Group. What this has done has empowered women now that they have control over money. That has
been the first major shift or change where the power equation has changed, as earlier a wife depended
on her husband for any expenditure whereas now she has her own money and own savings, so she can
use that for family health and education. Besides managing money they are also interacting with their
peers and many of them are members of the federations, they go for meetings at the district HQ,
district collectors and because of such exposure, the rural women have gained confidence.
The second major change has been the Panchayati Raj (local governance system in villages) where
the women got 30% reservations in Panchayats (the rural governing assemblies). That has created
women leaders empowered in politics which is transforming rural India.
The third one is road connectivity. In the first fifty years since independence we only connected 40% of
villages by roads in next ten years we connected another 30%. The pace of road connectivity has been
very fast over the last ten years. Today except for very tiny villages almost most villages are connected
by roads and once you get connected by road, it means that you then come into the mainstream
economy. The produce can then reach the mandis (local markets) or other benefits such as if you wish
to establish a school in the village then you can transport all kinds of materials that you need to build
the school to the village. Road connectivity really transforms the village economically.
The fourth is that the overall awareness about education has gone up in the villages. Today if you talk
to any rural women her priority number one is to educate her children. Before, they didn’t know that
education could be such a differentiator.
The fifth change has been media penetration in rural India. There are more TV sets in rural India than
in urban India in terms of sheer number. TV is seen like a family durable as it is seen to benefit
everybody. TV gives them contact with the world.
The next big change has been technology, especially mobile connections. There are already 100
million connections in rural India out of 160 million families. By 2012 there will be more than 200
million mobile connections in rural India that means more than one connection per family. The mobile
platform is now becoming universal for all kinds of information exchange whether it is Reuters Market
Light or mandi prices or even monitoring health through tele-medicine. So information is becoming
4. real time, therefore solutions have been much more impactful. So what is happening is that, what brick
and mortar infrastructure couldn’t achieve because it wasn’t possible to go round to 600,000 villages,
technology has suddenly made the world flat, as Friedman says.
Q. What are your thoughts on entrepreneurship and education in rural marketing?
Pradeep Kashyap: Government can’t be creating too many salaried jobs. 93% of our workforce is in
informal sector. We have immense numbers of young people and therefore the challenge is to how to
create jobs through self employment and entrepreneurship. The government has recognised that.
We have initiated innovative models such as 3M and Inclusive Marketing. 3M is basically for large
scale employment in rural areas. The first M stands for microfinance. To start any business you must
have some money or access to capital. The second M stands for market because you’ll only be able to
make profits if you are able to sell your products and there is demand for it for which you must have a
market for it. And what we say that in the rural context the ‘hat’ (local village market) is the first
access for poor people because they cannot jump straight from village to market in Kolkata, therefore
the first access they have is to the hat market. The third M is ‘Microplanning’ where you look at the
kinds of raw materials available in that area, what are the kinds of skills people possess, because it
would be best to start those activities for which people already have skills.
I have been championing entrepreneurship courses for the business school and I taught courses in
XIM- Bhubaneswar in 1993 called ‘Start your own business’. XIMB was the second institution after
IIMA which had this course. Now most of the B- schools have entrepreneurship courses. My whole
premise was that MBA and business institutions produce job seekers but what we need are job
creators. If they (MBA students) have been equipped with all this knowledge then they should take the
risk and have the courage to start something on their own and provide employment. So that is what is
needed.
Before, rural marketing was not taught in many business schools. I wrote the rural marketing book
five years back and now we conduct courses on rural marketing in B-schools. In the meantime, rural
markets also started expanding, corporates also started focussing on rural markets and hiring people
with rural marketing background and management school saw a demand from companies and started
to meet market demands.
Q. How do you see MART growing in future?
At MART we have been focussing on innovation. By and large we don’t like to do projects of same
kinds and like to innovate with new kinds of projects. Learning is a continuous process and you never
stop learning. Over the last 10 years we have enough data and enough experience about rural India.
We have created a number of learning platforms such seminars on rural marketing, rural distribution,
rural telecom, rural insurance. We are very clear that we will be in the emerging markets and we think
whether it is the neighbouring countries like Bangladesh or countries like Brazil we will have a
demand there. We are expanding our geography and we are also expanding our sectors. Earlier we
were in marketing and livelihood, now we are in healthcare, agribusiness, insurance, banking and
telecom. These are the opportunities that we see for ourselves.
5. Interview & compilation by, Dr. Satya Prakash Dash
Centre for India & Global Business, Cambridge Judge Business School University of Cambridge
19 Responses to “An interview with emerging markets guru Mr. Pradeep Kashyap, CEO & Founder
MART, India”
1. Vikas Goyal Says:
March 10th, 2010 at 4:44 pm
Nice comments by Pradeep Kashyap. Rural India is changing fast and will be the main engine
for growth in the future.
2. D.Nageshwar Says:
March 22nd, 2010 at 12:01 am
Everyone of us has to understand the difference between working cultures of government, ngos
and corporates, as defined by Sir Mr. Kashyap to re-define our roles appropriately in the socio-
economic uplifting of poor, so that it can contribute to the real growth and development of all
of us.
3. Raj Jani Says:
March 23rd, 2010 at 7:15 am
Though Pradeep has clearly outlined the strategy by saying that we need more job creators in
the country today than job seekers, I’d like to add here that this is not possible simply by
promoting usual products and services. Here again we need innovative products, applications
and service delivery. For example technological applications like bio-gas, milk chillers,
inverters, pre-fabricated bricks and energy saving stoves is increasingly creating jobs in rural
world both in product and service domain. Catalytical institutions like MART can play a
critical role in disseminating knowledge and bringing innovation closer to poor.
4. Hemendra Sharma Says:
March 23rd, 2010 at 10:35 am
I liked the points mentioned in the interview especially the points indicating about the change
in rural India.
I also believe that professional human capital is the essential requirement for the promotion of
rural enterprise.
5. Puneet Srivastava Says:
April 5th, 2010 at 12:24 am
6. WOW!!!!
Aspring Rural Marketers — just read this for the perfect foundation from decades of
experience and clarity of thoughts.
Congrats Mr. Kashyap.
6. Bijay Kumar Satpathy Says:
April 5th, 2010 at 12:27 am
This interview can be a eye opener for both corporate and goverment agencies to explore the
rural market which immense potential to create emplyment oppurnities and reaching the poor
through innovative service delivery model .
7. Pradeep Lokhande Says:
April 5th, 2010 at 2:14 am
very thoughtful & useful comments,
8. Mukul Lala Says:
April 5th, 2010 at 2:29 am
Mr. Kashyap has rightly pointed out: Flow of money, growth of the PRI, Connectivity,
growing awareness, education and proliferation of technology deep down into the rural areas
has brought about the much desired changes.
To usher in Sustainable Economic Growth more concerted efforts are required by all the
stakeholders.
Mr. Kashyap and his team are playing their role very efficiently and effectively. I really admire
him for all his efforts and wish him all the best.
9. A.N.Pandey Says:
April 5th, 2010 at 3:10 am
The interview is full of learnings for the persons like myself who is willing to learn about rural
marketing.
Significant changes in rural india during past two and half decades are definitely based on
microfinance initiatives for small artisans looking for their enhanced skills and economic
growth in rural area
10. RAPatankar Says:
April 5th, 2010 at 5:14 am
7. I have known shri kashyap for the last 12 years or so and worked and interacted with him very
closely.he is one of few people who i think are original thinkers and who is capable of giving
shape to a concept with widespread societal benefit.
he is truly a “GURU”.
11. RAPatankar Says:
April 5th, 2010 at 5:17 am
The five important aspects of changing priorities in rural markets is a definite change agent for
the better.
12. Satish Tiwari Says:
April 5th, 2010 at 6:09 am
Grt Thought Shared By radeep now everybody is understanding the importance of rural India.
We can not imagine 2020 India without developing this rural segment which is Annadata for
us.
Bharat we build sampurn India.
13. v.n.choudhary Says:
April 5th, 2010 at 6:23 am
MY CMPLIMENTS TO THE GURU AND HIS TEAM FOR THE MISSIONARY ZEAL
AND FOCUSED APPRPACH TO UPLIFT POOR BY PROVIDING THEM NECESSARY
SKILLS.
MY BEST WISHES AND REGARDS
v n choudhary
9650990490
14. SURJEET SINGH Says:
April 8th, 2010 at 2:44 am
Pradeep has got a real understanding of rural india. There is a need for more entrepneurs in the
rural area who have all the 3MS -Money, Market & Micro Planning. This will reduce exodus
of people from villages and put less pressure on cities. I feel that MART can play a bigger role
in this direction.
15. Dr.Sumesh Raizada Says:
April 9th, 2010 at 10:45 pm
Very useful and informative especially for those who sincerely and selflessly want to work for
the rural development in India or elsewhere.Mr.Pradeep Kashyap is an authority in the field of
8. rural marketing and has been working tirelessly for last several years in this direction. His
thoughts and experience is definitely going to enrich and assist the individuals as well the
organization that want to operate in the rural markets.
16. sudhir kumar roy Says:
April 13th, 2010 at 10:06 am
I fully endorse the views of Mr.Kashyap especially that of having a social heart and business
mind. With the spread of microfinance through Self help groups, there has been a growth of
entrepreneurs but they fail because of lack of access to market.Thanks to the team of MART,
they have made a positive impact in the areas where they have provided sensitive support
17. Sanjay Kumar Ray Says:
April 17th, 2010 at 12:28 am
It’s very candid and thought provoking interview by Mr Kashyap . As far as changes in rural
land scape is concerned in my view the introduction of Information Communication
Technology(ICT) driven initiatives like establishment of Common Service Centers and Kiosk
banking concept will change the lives of rural people. So in my mind these initiatives will
bring more inclusive growth at village level and help over all development of Rural citizens.
We need to leverage these initiatives.
18. Dr.Prasanna kumar Says:
April 26th, 2010 at 1:28 pm
I had the previlege of being part of a rural healthcare project with MART during my MBA.
Ryral healthcare through the vision of people like Mr.Kashyap, Dr.Devi Shetty,
Dr.Balasubramaniam of SVYM to name a few makes us, the younger generation to sit up &
take notice.
Through this interview Mr.Kashyap has given expert opinion about the paradigm shift
happening in Rural India and the scope for replicating the success stories. I must admit that
Mr.Kashyap is one of the inspiring teachers in his domain.
19. Raman V Machiraju Says:
May 21st, 2010 at 4:01 am
Nice to read about the interview and the valuable inputs from Pradeep Sir, yes he is certainly a
great motivator & trainer. I was fortunate to be associated with MART in one of the most
successful projects which is talked about even today under his guidance.
My passion for rural marketing & development has been groomed well during my short stint
with MART, which I always remember.
9. Kudos to MART team !!!
Regards,
Raman V Machiraju,
ramanojas@gmail.com