CREATING SHARED VALUE

Unlike Corporate Social Responsibility (CSR) projects, Creating Shared Value (CSV) projects require a consulting and implementation partner who understands not only social development but also business dynamics that would work in unexplored and new market like rural and BoP consumer segments. We at ISRF work with the senior management team in identifying opportunities for CSV initiatives and roll out them using our tested approach of market segmentation, product customization, demand generation and market activation through tailor-made strategies for brand-building, marketing and sales, . We bring to the table our knowledge of macro geographies and micro communities for scaling pilot projects into regional programmes with the potential for replication in many regions with suitable modifications.

In designing projects, we use the insights about the industry, the strategic goals of the company and the needs and receptivity of target communities. In the process, we conduct studies, generate important reports which feed into project design,  identification and mobilising alliance partners at the grassroots level and creating an effective interface between the company and the communities. This calls for capacity building, training of stakeholders (both from the communities and the company), and resolving different and sometimes conflicting perspectives and interests.

We at ISRF have in-house experts and a panel of consultants who understand both social processes and business processes to work on CSV projects. We have developed policy and plan templates from the projects we implemented or associated with. We have an elaborate network of communities where a CSV project could be implemented swiftly.

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Women Entrepreneur Programme (VLE) in Rural areas in Tamil Nadu

Client : GSK India Private Limited, New Delhi

Location : 26 districts in Tamil Nadu.

Duration : 5 years (2015 – 2019)

Thematic Sector(s) focussed : Bottom of the Pyramid (BoP) & rural market activation, demand generation, women entrepreneurship development, sales and distribution

Activity brief : ISRF identified 1800 women entrepreneurs in 1800 villages across 26 districts in Tamil Nadu and trained and handheld them in doing rural sales and distribution for GSK company. The company manufactured and distributed nutrient and health-based products such as Horlicks, Boost etc. Started as a humble initiative in 30 villages in 2015, the project achieved a massive success of expanding to 1800 villages, with annual sales turnover of Rs. 18 crores during 5th year. This opened up a new market for GSK at the BoP segment in rural areas, which was never done before by the company.

Rural sales programme for women on health products.

Client : Bella Premier

Location : 3 districts in Tamil Nadu

Duration : 2 years (2017 – 2018)

Thematic Sector(s) focussed : Bottom of the Pyramid (BoP) & rural sales, market activation, women entrepreneurship development

Activity brief : Bella Premier manufactures and supplies sanitary napkins for women and adults men. ISRF identified, trained and developed successful women entrepreneurs across 180 villages in 3 districts in Tamil Nadu. Since the product is related to women health and hygiene, ISRF designed IEC/BCC materials targeting to bring in awareness on importance of maintain health and hygiene in rural areas. The project achieved both business outcomes as well as social outcomes in the areas of women health.

Creating access to clean drinking water in rural areas through promoting exclusive water filter products

Client : Eureka Forbes Private Limited, Mumbai

Location : 2 districts in Tamil Nadu

Duration : 1 year (2017)

Thematic Sector(s) focussed : WASH, Bottom of the Pyramid (BoP) & Rural sales and distribution

Activity brief : Eureka Forbes is a leading brand in manufacturing and supplying water filters across India. ISRF was engaged in identifying, training and developing successful rural entrepreneurs across 150 villages in 2 districts in Tamil Nadu. Since the product is related to water, health and hygiene, ISRF designed IEC/BCC materials targeting to bring in awareness on importance of clean drinking water, health and hygiene in rural areas. The project achieved both business outcomes as well as social outcomes in the areas of access to clean drinking water.