Client Ambition

The consortium of global organizations engaged in this project had one common ambition: catalyze the adoption of digital payments for small rural retail merchants. The project aimed to intervene with behaviour change campaign and a digital payments solution to increase uptake and usage of digital payments for 10,000 rural Kirana Stores in the FMCG organization network.

Our Solution

Our insights and findings through the initial Needs Assessment Research has helped the consortium to take key decisions in piloting and phase-wise scaling up a Behaviour Change Campaign. We interviewed 105 key ecosystem partners including Retail Merchants (Kirana Stores), their customers, and distributors who supply products to these retail merchants in 64 villages across 4 districts and 2 states in India.

In the second phase of the research, we beta-tested the digital payments solution with 30 ecosystem partners and developed insights for piloting the model with 300 retail merchants. Due to COVID induced travel restrictions, we conducted the entire phase of the research remotely.

During the pilot and scale up phases, we conducted continuous monitoring remotely to understand the key barrier and enablers in digital payments adoption and developed insightful knowledge products.

Results

We have developed 04 Knowledge Products during the 2-year engagement of this program which have helped the consortium in accessing insights, taking decisions and continuously understand the evolving model.