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Digital Empowerment Foundation’s Chanderiyaan Project: linking the poor producers with the market using ICT

Ramendra Singh (Department of Marketing, Indian Institute of Management Calcutta, Kolkata, India)
Pratik Modi (Department of Marketing, Institute of Rural Management Anand, Anand, India)
Vaibhav Gupta (Indian School of Business, Hyderabad, India)
Arindam Sur (Bristlecone India, Mumbai, India)

Publication date: 23 August 2018

Abstract

Subject area

Non-governmental organization (NGO) intervention in poor communities using information and communication technology (ICT).

Study level/applicability

BBA, MBA courses on marketing management, social entrepreneurship, rural marketing, marketing to bottom of pyramid.

Case overview

In 2009, Digital Empowerment Foundation (DEF) along with Media Labs Asia and the Ministry of Information and Communication Technology (MICT) established the Chanderi Weavers ICT Resource Centre (CWIRC) as a self-sufficient community information resource center involved in skills’ enhancement of weavers at Chanderi in Madhya Pradesh. The next three years of CWIRC resulted in an overall growth of the project with progress in the various domains of handloom industry through ICT-enabled development of weavers and weaving. The project not only aimed at the handloom industry revival and development, but also advanced in other sectors such as education, health and tourism. Osama Manzar, the DEF founder, is in a dilemma as to whether the local community of weavers in Chanderi would be able to continue with the sustainable ecosystem created in Chanderi. Is it the right time to exit Chanderi?

Expected learning outcomes

Issues related to the market development at the bottom of the pyramid; managing local communities and building their capabilities for marketing; marketing strategies of community marketing efforts; and key success factors for ensuring successful completion of any developmental project.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Subject code

CSS 8: Marketing.

Keywords

Acknowledgements

Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognizable information to protect confidentiality.

Citation

Singh, R., Modi, P., Gupta, V. and Sur, A. (2018), "Digital Empowerment Foundation’s Chanderiyaan Project: linking the poor producers with the market using ICT", , Vol. 8 No. 3. https://doi.org/10.1108/EEMCS-01-2017-0002

Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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