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IGB archive



PATHWAY TO CREATE SUSTAINABLE IMPACT AT SCALE



Pathway to create sustainable impact at scale

INDIA GLOBAL BUSINESS STAFF



Published on : 
23 Oct, 2019, 2:15 pm

The CEO of a prominent social enterprise lists the several avenues they have
created to empower women from low-income households and the strategy that drives
these initiatives.

Highlights:
 * The foundation has created the Grameen Mittra model to overcome barriers
   faced by low-income people at different stages of their adoption journey.
 * These are typically young women from the rural community who are recruited,
   trained and enabled to work as a micro-franchisee.
 * They also created the Grameen Impact Venture (GIV), a social business that
   does not depend exclusively on grants.

Grameen Foundation India is a pioneer in the social development space in many
respects. Our unique value proposition lies in our ability to combine our deep
insights into the lives of low-income populations particularly women. Our
continuous process of 'understand-design-test-adapt-learn-improve' has been
helpful in designing and implementing impact making solutions. Since inception,
it has seen its role as an institution builder, wherein, it assisted other
social impact organisations through product and channel innovations, human
resource development and institutional capacity building. However, we realised
that institutional legal forms and institutional priorities determined what
products and services the clients would receive and not what they really needed.
We, therefore, decided to change the way we worked and have a deeper and more
direct engagement with our intended beneficiaries - low-income women in rural
areas. While most private sector and government efforts approached financial
inclusion as a supply-side challenge, adoption of any product or service was a
demand-side challenge too. Lack of awareness and trust played a critical role in
the adoption and continuous usage. We closely studied the financial lives of
low-income people to identify the drivers and influencers in adoption and
realised that the livelihood profile of a household played a significant role in
actual adoption and usage of any financial product. Awareness and trust,
convenience and use cases, all had a role and had to be integrated into our
model. This led to the development of what we now call the 'Grameen Mittra'
model - a network of last-mile agents who work on customer education, onboarding
and ongoing customer service that is easy to access. Individuals working as a
'Grameen Mittra' are typically young women from the rural community who are
recruited, trained and enabled by us to work as a micro-franchisee. They
undertake door-step services specially curated for the target communities based
on our in-depth research. As self-employed agents, they provide a range of
digital, financial, government to citizen and livelihood services to the
community. We enable them with an Android phone and enrol them on our
award-winning mobile learning platform G-LEAP, which facilitates their ongoing
learning about new products and services. At the recently concluded 'India
Competitiveness Forum' held by the Institute for Competitiveness, one such
Grameen Mittra 'Harsha Dongre' talked about her journey from being a housewife
to a social entrepreneur. She is enabling the dreams of thousands of citizens
living in marginalised communities by helping them with access to financial and
non-financial services at their doorstep. One of the strongest features of the
approach is that it focuses on the barriers faced by low-income people at
different stages of their adoption journey and incorporates a robust strategy to
address those barriers. Grameen Mittras do not wait for the customers to come
forward and demand services. Instead, they work on converting latent demand into
active demand through customer awareness and facilitation of customer
onboarding. Most disadvantaged low-income women and people with low levels of
literacy and numeracy are highly likely to be financially excluded. Grameen
Mittra model expands our outreach to this universe. We have also developed
'Grameen Mittra' as a convergence model, which brings multiple products and
services to the community from different providers. We have collaborated with
banks, digital payment companies, wealth management service providers,
organisations involved in facilitating access to government to citizen services,
water, health and sanitation products and renewable energy products. These
products and services are brought to the community by the Grameen Mittras.

Our next big challenge was to create a sustainable model to deliver these
services. Most non-profits operate in fixed-term project mode. We, therefore,
decided to convert some of our work into a social enterprise that will not
depend exclusively on grants. This led to the creation of 'Grameen Impact
Venture (GIV)' a social business owned and promoted by Grameen Foundation India.
GIV generates revenue by offering relevant and much needed services to the
community. It works at a large scale, an absolute imperative when you look at
the Indian context. What distinguishes GIV is that it not only provides products
and services for business but also invests in customer education and
empowerment. These strategic changes also entail a huge change in management
undertaking. Thankfully, Grameen always had the culture to be at the forefront
of innovation. Amid all these changes, it is important that we constantly keep
three questions in our mind:
 1. Why we are doing it
 2. Who is the person we are aiming to impact
 3. What is the change we wish to see

These guiding questions make sure that we stay on track. We are also organising
The Jobs Conference
in December to address the issues around jobs, self-employment and
entrepreneurship. We are looking at this conference as a platform that can
facilitate learning and collaborations on these issues around jobs,
self-employment and entrepreneurship.
Prabhat Labh is the CEO of Grameen Foundation India.

CSR
Rural
Sustainable
Financial Services
Social Impact
North America Edition 25th October 2019 sub
UK Edition 25th October 2019 sub
low-income groups
social development
Show Comments
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