Inclusive Marketing: MART's bicycle model

Monday, September 7, 2009

MART's bicycle model

Dear Friends,
Please find the following link to the PATH website where MART is set to create another example of its famous bicycle model, this time in Social Marketing; http://www.path.org/projects/safe_water_bicycle_pilot.php.
All in the name of Inclusiveness!
warm regards
Nirmallya

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Inclusive Marketing is an approach that looks at the poor not only as consumers but also as producers/suppliers. This approach offers promise to add economic value to goods and services contributed by the poor. It can therefore impact poverty positively.

Pradeep Kashyap

CEO, MART

Of the world's 6.4 billion people, about 2.6 billion live on less than 2 USD and in India more than 80% of India's population (800 million people) lives on less than 2 USD a day. They not only lack access to clean water, electricity, health services, sanitation etc. but also sustainable means of earning income. They are caught in a vicious circle of poverty where low income, unemployment and negligible wealth creation make them vulnerable.Though high GDP growth of last few years has resulted into prosperity for many but the economic divide between haves and have-nots has widened further as poor have not integrated with the main stream economy. Planning Commission and Confederation of Indian Industries (CII) study projects that 80 million jobs would be created in next five years covering 36 sectors, two third of these jobs would be for low end skills. There also exist huge employment opportunities in the service sector which needs to be tapped strategically. Poor seldom get right price for their farm and non-farm produce/product and face immense challenges in accessing markets. There is therefore an imminent need to look for innovative ways of integrating them through inclusive marketing approaches.

Let us Join our hands to this cause and share knowledge and events which will benefit facilitators and implementors to include the excluded.

Nirmallya Mandal

Moderator,

MART

presents

"Global Awards for Management Stundents for Best Summer Projects in Inclusive Marketing"

15th September 2010

India International Centre, New Delhi, India