Drishtee is a rural enterprise that operates ICT kiosks across India to provide services like e-governance, education, and healthcare. It trains local entrepreneurs to own and operate the kiosks, creating rural jobs. The kiosks are profitable by charging small fees for services, keeping costs low. By eliminating middlemen and empowering local owners, Drishtee is able to successfully deliver affordable services to rural communities at scale.

1. Analyzing Strategy Execution at
BOP: Drishtee’s case
Prepared for: Presented By: Section-B, Group-1
Prof. Sanjeeva Shivesh Anshul Gupta
Faculty Strategy Area, MDI Hemant Chachadi
Laxmi G
Saurabh Jha
Pallavi Madan
Vishwas Kini
Nikhil Gupta
Presentation Date: 22 AUG 2010

2. List of popular projects working in rural
India
Company Business Model
Drishtee Use of kiosk-based platform to deliver services
SKS Microfinance Use of for-profit model of microfinance
ITC’s e-Choupal Virtual clustering of all the value chain participants
Hindustan Lever’s iShakti Rural entrepreneur using Shakti kiosks
Hewlett Packard’s photo training The Village Photography Program
DICNIC Use of IT for information management at rural level
AgRIS, The Agricultural Resources Information System
AGMARKNET Marketing & Inspection (DMI), Ministry of Agriculture initiative
SeedNet, National initiative for information on quality seeds
eKrishi Market Driven Agricultural Initiative through IT enabled Agri
Business Centres
Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1 2

3. Innovation Sandbox*
*Taken from the book “Fortune at the Bottom of Pyramid” by C. K. Prahalad
Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1 3

4. 4 conditions
World-class quality
A significant price reduction
Scalable
Affordable
Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1 4

5. About Drishtee
• Founded by: Satyan Mishra, Nitin Gachhayat, and
Shailesh Thakur
• Started in the year 2000 in Dhar (Madhya Pradesh,
India)
• Over the years, Drishtee has facilitated and
supported a network of over 14,000 rural enterprises
• Through this low cost, direct delivery rural supply
chain network
• This is a fastest growing such network
Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1 5

6. Drishtee’s Strategy
1/9
Mission:
“To make marginal communities more efficient,
self-sufficient, and equitable”
Drishtee is a Network Orchestrator for delivering
fee based services to the rural population
through ICT Kiosks.
Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1 6

7. Drishtee’s Strategy
2/9
The services include:
e-Governance, Education,
Health, Insurance and local services.
The ICT center (Kiosk) is owned and operated by
a local entrepreneur.
Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1 7

8. Drishtee’s Strategy
3/9
Revenue Model –
• Upfront franchise fees
• Profit margins on the services
Cost Model –
• Selection and training of local entrepreneurs
• Web based tools for BPO operations
Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1 8

9. Drishtee’s Strategy
4/9
Key rules –
Demand-driven operations
Working with the local customs
Focus on the core mission
Keep the costs as low as possible
Low margins and high volumes
Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1 9

10. Drishtee’s Strategy
5/9
Product Distribution –
Distribution of any product in rural India is a big
challenge
Drishtee includes the local unorganized retail
stores – “Drishtee rural Retail Points”
Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1 10

11. Drishtee’s Strategy
6/9
Drishteehaat –
an online platform for rural producers to sell
their products to customers
• Market information on costs, trading etc.
• Capacity building
• Technical support
Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1 11

12. Drishtee’s Strategy
7/9
The Company is currently serving 10000 villages with an aim to serve 600000
villages.
The structure -
Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1 12

13. Drishtee’s Strategy
8/9
Partners of Drishtee –
• Acumen Fund
• International Finance Corporation
• IFMR Trust had partnered with Drishtee
• Nike Foundation
Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1 13

14. Drishtee’s Strategy
9/9
Skills –
• 10+2 or 12th pass
• Working knowledge of basic computer skills
• Prior business experience
Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1 14

15. Eliminate the
1/6
Strategy Implementation
Middle
man
Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1 15

16. 2/6
Strategy Implementation
Drishtee Kiosks – the right to reject the owner, the
•Drishtee reserves
– Setting has Kiosk, Rural entrepreneurship
owner also up a a choice to withdraw.
– Services Offered through the Kiosks
•Once Phase Generation/Cash Flow has an
– Revenue I is completed the owner
understanding of the business and Drishtee would
have gained confidence in the owner.
Setting up a kiosk –
• •Details of the loan required to setup the kiosk and
a comprehensive location/village survey
the Kiosk owner agreement are worked out.
• After selecting the owner goes through a
Comprehensive Phase I training program
Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1 16

17. Strategy Implementation
•Detailed training to the owner
•Hardware deployment details worked out
•The Kiosk service is launched
•Also, Drishtee conducts the promotion program
Phase II
Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1 17

18. 3/6
Strategy Implementation
What does a kiosk contain?
• A computer
• Digital camera
• Internet connection over phone line, and
• A printer
Investment ~ 1300 USD.
Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1 18

19. 4/6
Strategy Implementation
Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1 19

20. 5/6
Strategy Implementation
1. Products and Services Mix of Drishtee
2. Government Services
3. Secondary Healthcare
4. Employment
5. Micro Loan
6. Marketplace
7. Basic Education
Drishtee’s 8.
9.
Electricity
Computer Education
Product Portfolio 10.
11.
Spoken English
Primary Health
12. Digital Photography
13. Commodity Market price
14. Electronic Products
15. Household Items
16. Seeds & Fertilizers
17. Insurance
Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1 20

21. 6/6
Strategy Implementation
Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1 21

22. Learning
 How to capture opportunities by eliminating the
middle man.
 How can a company do well by doing good
 Benefits of creating entrepreneurs as business
members (in terms of cost efficiencies)
 How to serve the rural market by creating value
Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1 22

23. Profile of Drishtee Entrepreneurs
Poonam Bharadwaj
Age:35 years
Qualification:Post graduation
Addess: Kharkhauda, Meerut
Family Occupation: Heading a School
Kiosk Startup Date: January 2008
Mohit Gangwar
Age: 24yrs
Qualification: Graduation
Address: Bareilly, Uttar Pradesh
Family Occupation: Digital Photography Shop
Kiosk Startup Date: April 2005
Best Performance: Rs. 17,000/- in December 2005
Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1 23

24. References
• Prahalad, C. K., “Fortune at the Bottom of Pyramid” 2nd Edition, 2010
• http://www.drishtee.com/cms/
• http://www.youtube.com/watch?v=BZf_xwvNvMo
• http://www.youtube.com/watch?v=jYvoHeYe8fk
• http://www.amrresearch.com/Content/View.aspx?CompURI=tcm:7-43224
• http://omulga.riversstate.org.ng/Netgrowth/ICTWorkshop/Case_Studies.asp?Cate
goryID=612&Case_StudiesID=2109249522&PartnerLong=OpenCityPortal&Languag
e=English
• http://216.119.85.221/artman2/publish/indian-jobs/article_20878.shtml
• http://www.cab.org.in/ICTPortal/Lists/Knowledge%20Bank/Attachments/55/Drisht
ee%202006_23_12_2007.pdf
• http://www.sksindia.com/index.htm
• http://www.echoupal.com/
Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1 24

25. References
• http://www.hllshakti.com/sbcms/temp1.asp?pid=46802251
• http://www.kupnet.org/i-community/village-photographers/
• http://disnic.gov.in/concept&approach.htm
• http://www.agricoop.nic.in/
• http://agris.nic.in/agrisintro.htm
• http://www.agmarknet.nic.in/
• http://www.seednet.gov.in/
• http://www.videosewa.org/index.htm
• http://www.e-krishi.org/
• http://www.agricoop.nic.in/
Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1 25

26. Thank You 
Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1 26