Vision

“To create and implement a sustainable, scalable platform

of entrepreneurship for enabling the development of rural
economy and society through the use of Information and
Communications Technologies”
Market
Analysis
A typical mid-size village is small, rural with sub-standard
access to basic services and products

Total Population: 6200

Main Occupation: Agriculture 60%

Literacy rate: 52 %

Average Electricity/day: 3 hrs.

Households Electrified: 26 %

Telephone penetration: 12 %

Bank Accounts: 10 %

Loan defaulters: 60 %
 An average rural household earns $50 per month

Paying
Intermed,
30%
Food, 40%

Social
Liabilities,
15%
Health,
15%

Average Income: $ 50 per month

Rural India remains a largely untapped market serviced by
intermediaries that add no value

• Villages across India: 611,000

• # of medium villages: 100,000

Opportunity:
• Average # of households: 1000 $10B - $12B/per year

• Aggregate Product Spend: $8B/yr

• Aggregate Services Spend: $7B/yr

 VALUE
PROPOSITION
 Our Value Proposition

• Drishtee provides a lower cost, efficient,

direct delivery network creating cost and
time savings for the villagers.

• Drishtee generates employment opportunities

for rural entrepreneurs targeting women

• Drishtee provides a cost effective channel for

enterprises to sell products and services.
 We connect to our consumers through a kiosk owned and
operated by a village entrepreneur
Current Process Our Solution

Designed for multiple

services & products Government
Buy or Sell
Products & Services The only Link

Villagers

Villagers Middlemen Manufacturers/

Service Providers

Business Information
Information
provider
R
U SERVICE PROVIDERS REACHING OUT SEPERATELY
R
R U
A R
GOVERNMENT
L A
L
S HEALTH
NETWORK ADMINISTRATION
E NETWORK MANAGEMENT NEED ASSESSMENT T
GOVERNMENT RELATIONSHIP
R A
DEPLOYMENT EDUCATION SERVICES
SALES IDENTIFICATION
V R
SENSITISATION SEGMENTATION
I EXPANSION G
C SERVICE DEVELOPMENT Hub DESIGN E
E BUSINESS MODEL IS NOT A VIABLE PROPOSITION DELIVERY T
KIOSK FINANCE Village PROMOTION
P Network
Kiosk U
REVENUE SHARING orchestrator AGRICULTURE SERVICES IMPACT ASSESSMENT
R S
O CALL CENTER SUPPORT CUSTOMER CARE
E
V VENDOR MANAGEMENT R
COMMUNICATION SERVICES
I S
D
E COMMERCIAL SERVICES
R
Process
We have a comprehensive location and entrepreneur selection process

Location Selection
Survey &
Segmentation

Entrepreneur Impact Assessment Promotion

Selection Campaign

Community
Meeting

Entrepreneur and Operationalization

Entrepreneur Segmentation
Training Validation
Segmentation Model on Rural ICT Demand Estimation

Unsustainable Sustainable Viable Profitable

1 2 3 4 5 6 7 8 9 10

• The ‘ ICT Segmentation Model’ is a well researched and tested tool that has
been formulated by the DF Research Team.

• The model considers all the important key factors and variables grouped
under the heads- (1) Rural Dynamics, (2) Rural Economics and (3) Rural
Infrastructure.

• Individual weight-ages were assigned to each of the factors on a scale of 0

to 10 for segmenting GPs on the Viability Scale.
 Drishtee Implementation Model
Expansion Horizons within a Selected District
Horizon 3
(4 months)

Horizon 2
- Increase penetration in
(4 months) district and ensure optimal
coverage
- Subscription approach
Horizon 1 - Promote kiosks to achieve
- Expand in selected
(4 months) higher categories (gold,
districts with platinum, etc.)
'mobile' expansion
teams - 4 months

- Subscription
approach
- Select VBCP
- 4 months
- Conduct research
- Establish presence
- 4 months
DRISHTEE’s TECHNOLOGY PLATFORM
DRISHTEE PORTAL
DRISHTEE PORTAL
DRISHTEE PORTAL
DRISHTEE PORTAL
DRISHTEE PORTAL
 Village Level Entrepreneur
Identification Process

Door Opening

Operati

Chetna
for Drishtee at

on
Panchayat

Drishtee Launch
in Panchayat at
Group Meetings

Expansi
on
New Kiosk Owner
Initial Identification

Sign-up: Drishtee Form + Loan + Fee

Minimum 25
If Incomplete If Complete applications and
30 days to reach a
final mark of 40
Subscription Distribution in set Kiosks in the
of 10 District

Phase-I Training

Trng
(start of 30 days for the

Sales
KO)

If Rejected/Withdrawn Sales

Sales supports Subs

sale
 Complete Subscription Collection
+D2 (Loan) + KO Agreement D2 and Agreement to
Signing reach HO within 7
days of signing

Trng
Phase-II Training On Hardware Deployment:
Post KO Agreement KO Agreement Signing

Service Roll
Out

OC
ICT Service Promotions
Products & Services
 Service category
Service Type Feature Example

Savings Reduces unit cost of a service vs E-Governance

its conventional delivery system Low Value Insurance

Computer education
Health
Photo Studio
Communication services
Income Increase in per captia income of Village to Business e-comm
a villager BPO involving villager
Rural Finance
Buying Utilization of disposable income High Value Insurance
for enhancing standard of life Consumer goods
FMCG
Information
We provide a mix of products and services
High

Government Services Electricity

Secondary Healthcare Computer Education
Employment Spoken English
Micro Loan Primary Health
Marketplace Digital Photography
Basic Education Commodity Market price
Value

Electronic Products
Insurance Household Items
Seeds & Fertilizers
Low

Income High
Low
• This is a dedicated medium size
health care center or a group of
smaller outsourced health centers
• Provides pathological and medicine
backend Specialised Advise and
• Does investigation and interacts treatment
with the backend for specialised
advise
Telemedicine Linkage
Secondary Health Care

 Sale of Group Insurance to a

majority of rural families
 Providing regular health
Monitoring and
checkup within the insurance
administering • Comes into the picture for
package
Insurance claims specialised advise
 Provide a telemedicine link • Hospitalisation in case of
with the secondary and tertiary serious illness andcurative
backend health care

Insurance

Dedicated Support
DISTRICT OFFICE
KIOSK Tertiary Hospital

1. District Office provides

monitoring support
2. Speedy claim processing and
1. The Kiosk operator would be the cashless system
front end of primary health care 1. The brand of quality health care will
2. Would have telemedicine facility ensure better insurance marketing
3. Equipment for recording basic
health data
4. Create an information base for
rural health
Traditional model of rural commerce
Rural e-commerce model
Partnerships
 Our Partners
Drishtee and Microsoft

Our Collaborations:

• Research on 150 kiosks to understand rural computing and usage behavior of Kiosk
operators/community

• Joint promotion of rural ICT concept

• Tablet PC – To explore the usage of Tablet PC for rural e-commerce and e-health
initiatives

• Unlimited Potential – To promote Women Entrepreneurship by equipping them with

computer and business knowledge
 Our Partners
Drishtee and Intel

Our Collaboration on:

• Development of a low cost, rugged Rural PC now called as CPC

• Research input for low cost computing options

• Service level research to suggest possible customisation of memory chips

• Joint promotion of rural ICT

 Our Partners
Drishtee and Airtel

Our Collaboration on:

• Provision of GPRS Connectivity for Drishtee Kiosks

• Recharge coupons to be available through Drishtee outlets

• Understanding various service options available through GSM

• Working with Accenture to understand rural usage of mobile phones for the GSM Worldwide
community
 Our Partners
Drishtee and Scojo Foundation

Our Collaborating on:

• Developing markets for reading glasses at the base of the economic pyramid,

• Selection, training, equipping and funding local entrepreneurs to establish new businesses
that sell reading glasses,

• Providing high-quality and affordable reading glasses,

• Bringing reading glasses and referral services directly to the customer at the village level,

• Conducting innovative and locally relevant social marketing campaigns to raise awareness
about blurry up-close vision.
 Our Partners
Drishtee and Amaron

Our Collaboration on:

• Improving the quality of rural life by offering power back up solutions – batteries and
Inverters

• Using Drishtee Kiosks as a retail outlet for Amaron batteries – saving costs for the rural
community and adding revenue to Kiosk Operators

• Joint promotion of rural ICT in villages

• Drishtee as a test hub for new battery/inverter technology

 Our Partners
Drishtee and Oxigen

Our Collaboration on:

E-Charge of all categories of basic and cellphone service providers at Drishtee
Kiosks including
1. Airtel
2. Hutch
3. BSNL
4. Reliance
5. Tata Indicom
Performance
 Through our existing network, we have impacted 1.5M
villagers and reached cashflow breakeven
900
800
700
• 12 services on the network

USD in 000s
600
• 1500 jobs created 500

• 2000 students trained 400

300
• 10 partners including MS/ICICI/Intel
200
• Serving 1.5M villagers
100
0
2002 2003 2004 2005 2006

T o ta l R e v en u e T o ta l E x p e n s e
Our income will shift from one-time setup fees to
predominantly sales of product and services.

0%
100% 5%

90% 26%

80%
70%
75% 25%
60% 75% 90%
50% 9%
40%
30%
5%
0% 40%
20% 10%
20% 5%
10% 10% 5%
0%
2004 2006 2008 2010

One Time Setup Fees Subscription Fees

Sales via Kiosk Contributed Income
 Our Presence
Drishtee 2006 (1019)
Target 2008 – 10,000 Kiosks
Uttar Pradesh (19
Uttaranchal (2 District) West Bengal (2 Distrcit)
Districts) Assam (17 Districts)
1. Udhamsinghnagar 1. East Midnapur
1. Bareilly 1. Barpeta
2. Dehradun 2. Birbhom
2. Meerut 2. Bongaigaon
3. Saharanpur 3. Darang
4. Shahjahanpur 4. Golaghat
5. Sitapur Bihar (1 District) 5. Kamrup
6. Sultanpur 1. Madhubani 6. Kokarajhar
7. Kannauj 7. Lakhimpur
8. Allahabad 8. Morigaon
9. Barabanki 9. Nagaon
10. Bijnoor 10. Nalbari
11. Farrukhabad 11. Sibsagar
12. Hardoi 12. Sonitpur
13. Muzaffarnagar 13. Dibrugarh
14. Pilibhit 14. Dhemaji
15. Raibareilly 15. Jorhat
16. Pratapgarh 16. Karbi Anglong
17. Rampur 17. Tinsukhia
18. Unnao Haryana (9 Districts)
19. Basti 1. Sirsa
2. Fatehabad
3. Hissar
Madhya Pradesh (1 Distrcit)
4. Jind
1. Dewas
5. Panipat
6. Sonipat
7. Karnal
8. Kaithal Orissa (8 Districts)
9. Kurukshetra 1. Cuttack
2. Keonjhar
3. Khurda
Tamil Nadu (3 Districts) 4. Puri
1. Kanchipuram 5. Sundargarh
2. Thiruvallur 6. Navrangpur
3. Vellore Chattisgarh (1 District) 7. Koraput
1. Bilaspur 8. Jagatsinghpur
Drishtee Kiosks
 Awards & Recognition at
each step gave us extra confidence

2006
Red Herring “100 Asia Award”
Zdnet “Technopreneur of the
year Award”
Delloite Top 50 Compaines
Invitee at Clinton Global
2005 Initiative

Schwab Foundation
2004 “Social Entrepreneur of the Year Award”

2003 Ashoka – Fellowship for Social Entrepreneurship

2002 World Bank“Development Market Place Award”

2001 Drishtee Winner at Digital Partners “Most Promising Social Enterprise Award”

2000 Drishtee Winner at World Bank Infodev’s “Best ICT Stories”

Gyandoot Winner of “Stockholm Challenge Award”

 Summary

• 1000+ kiosks today

• 10,000 in 2008

• Potential revenues of 5 Million

• New critical products: 10

• Reach to rural India: 15M

• Projected savings for rural India per year: $600M

Drishtee @ Clinton Global Initiative
 THANK YOU!

DRISHTEE
Connecting India Village by Village
“To create and implement a sustainable, scalable platform
of entrepreneurship for enabling the development of rural
economy and society through the use of Information and
Communications Technologies”