GOVERNMENT PROJECT

2. “ is a social enterprise that
aims to create sustainable livelihoods by
creating entrepreneurs, who provide
socially impactful products to consumers
at the base of the pyramid at an
affordable cost.
The Goal:
To create 100,000 rural livelihoods by 2020

3. Overview and Mission

4. Project Dharma Mission
Improve Quality of Life
Enable corporations to access
India’s last mile rural consumers affordably
Provide appropriate feedback to facilitate continuous product improvement
at the Base of the
Pyramid
Provide every Indian home with products and services that will enhance their quality of life at an affordable price
Educate rural consumers about life- enhancing products
Enable Access
Empower
Entrepreneurs
to rural last mile
in rural India
Empower local entrepreneurs to create sustainable livelihoods and become change-agents in their communities

5. Strategic Partnerships
Pratham is the largest non governmental organisation working to provide quality education to the underprivileged children of India. Pratham and Project Dharma work to provide livelihood generation possibilities for budding Rural Entrepreneurs by providing them with a structured training program.
Shell Foundation focuses on global development and environmental challenges linked to the impact of energy and globalization. Dharma has been supported by the Shell Foundation as a partner for last- mile distribution of social impact products.
• London Business School recognition
• Winner of 2009 Entrepreneurship Summer School @London Business School
• Winner of Global MBA Odyssey competition

6. Dharma’s Journey so far….
Sep 2009
Dec 2010
Jan 2011
Q1’2012
Q2’2012
Pilot and Initial Operations
Creating Building Blocks
Implementation
•
Formation of Dharma in
•
Hiring of key staff
•
Execution and scale-up of
September 2009
model across:
•
Optimisation of sales system
•
geographies
•
Pilot in Maharashtra with
•
partnerships
one product in one district
•
Establishment of
•
products
advisory board
•
Expanded pilot with four
•
Strengthening of
products and test in three
•
Selection/Implementation
organisational backbone
States
of IT system
•
Working toward
•
Development of
profitability
training programme
•
Key business processes
established

7. Project Dharma Distribution Model
Direct Sales Model
Partnership Model
Hybrid Model
•
Recruit rural young
•
Microfinance
•
Partner with village
adults at the BoP to
institutions
retailers sharing
be Village Level
•
NGOs &
Dharma’s mission
Entrepreneurs
foundations
•
Appoint retailers as
(VLEs)
•
Dairy
stockists to
•
Train VLEs on retail
cooperatives
maximize product
sales module
•
Distribution
availability
•
Provide VLEs
networks with
•
Combines the
socially impactful
similar mission
benefits of a retail
products
outlet with those of
•
Support VLE
a direct-sales
incremental rise in
model
Income

8. VLE Model &Coverage

9. Dharma Sales Entrepreneur Programme
The Sales Entrepreneur program is designed in line with Project Dharma’s mission of creating
livelihoods:
The Model:
• We train underprivileged people especially unemployed youth and women in selling skills.
• They are further given product training.
• Once trained, they become sales entrepreneurs and are able to create a sustainable livelihood for themselves.
• Training enables them to seek employment elsewhere in case they wish so.
• There is regular support and mentoring by the Dharma team.

10. Coverage Plan
States
Current Coverage
Proposed
Bihar
Patna, Gaya, Aurangabad
Madhubani
Uttar Pradesh
Sultanpur, Faizabad, Allahabad,
Rae Bareily, Lucknow
Karnataka
Bangalore Rural, Mysore, Tumkur
-Increase in Taluka penetration
Maharashtra
Kolhapur, Aurangabad, Akola, Washim,
Solapur ,Jalna, Nashik ,Jalgaon, Amrawati,
Yawatmal, Satara, Sangli
Nagpur
Delhi and NCR
South Delhi, Ghaziabad
Entire NCR and Delhi
Other States
In Planning Stage
Total reach
18 districts
28 Districts (Including current coverage)

11. Product Mix

12. Current Product Portfolio
Project Dharma is committed to making life-enhancing products accessible and affordable to the bottom of the pyramid consumer
Indoor Pollution
Advanced cooking stoves and solar lights reduce indoor air pollution and prevent respiratory disease.
Waterborne Disease
Water purifiers provide safe drinking water at a low cost.
Malnutrition
Fortified fast moving consumer goods (FMCGs) such as Coca- Cola’s Vitingo reduce malnutrition and promote good health.
Livelihood Products
Sewing machines and Cycles provide a source of livelihood.