Pro-Bono Project Description

Organization Details
1. Name of the Organization
Essmart

2. Brief Background of the organization (you may add text OR include a website link to your
organization’s homepage)

Essmart is a curated B2B e-commerce platform for rural retail shops, curating products that
enhance rural revenue potential and livelihoods, with a particular focus on agriculture and
clean-tech. Our platform facilitates the sale of high-impact livelihood products, addressing
the challenges faced by existing supply chains and helping shops expand their businesses.
Essmart’s mission is to connect rural shops, farmer producing organizations (FPOs) and
villages – with products that improve their lives and livelihoods, bridging the gap in a broken
supply chain. We are at the forefront of the digital transformation that uplifts rural India
through the adoption of life-enhancing technologies.

Our business model directly addresses the challenges faced by the 900 million people living
beyond the reach of traditional transportation lines in rural India. Leveraging e-commerce
technology, Essmart transforms physical distribution channels into efficient and scalable
channels capable of delivering curated, impactful livelihood goods. This bridge connects
socially impactful technologies with rural marketplaces, ensuring high-impact livelihood
products and services are accessible at the village level.

https://www.essmart-global.com/

3. Industry Sector

Water and Sanitation

Energy
Income-generating activities forthepoor
Education /Vocational Training Health
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Agriculture
Microfinance
Automotive
BFSI
Consulting
FMCG
Healthcare /Pharma
Infrastructure & Real Estate
IT Products/Services
Manufacturing
Media & Entertainment
Public Sector
Technology
Telecom
Transportation / Logistics
Others – please specify

4. Number of years in existence

11 years (2012)

5. Organization Type
Government Organization
Non-Governmental Organization
Society
NGO-MFI
Others – please specify.
Social Enterprise

6. Location (City, State)

Bangalore, India

7. Name and Contact of the head of the organization (Name, designation, official email id,
phone number)
Prashanth Venkataramana
CEO and Co-Founder
prashanth@essmart-global.com

9. Total staff size

50

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10. Portfolio/Book size

Project Details
11. Project objective (one-line problem statement)

To develop and integrate our new rural service offerings as separate revenue models and
establish a robust growth and marketing strategy for our organization.
12. Primary Focus of the Consulting Engagement (please classify the nature of consultancy
expected from the team – pick any one/two)
Brand Building Strategy
Business Plan Development
Distribution Strategy/ Supply Chain Management
Growth Strategy
Marketing Strategy (Marketing or Sales)
Operational Efficiency / Process Improvement
Opportunity Assessment - Market Sizing & potential
Organizational Change Management

13. Project Description (please elaborate the project objective stated above, to help the team
understand the focus and background of the project)
Essmart's distinct competitive advantage lies in its expansive rural network, encompassing over
5,500+ retail shops and robust collaborations with local partners and Farmer Producing
Organizations (FPOs). Building on our expertise as a leading B2B Rural Distributor, we have
embarked on an exciting journey to expand our revenue streams through new service offerings.

This project sets forth a compelling objective: to elevate and amplify our service offerings,
specifically focusing on market research & end user testing (1) and rural marketing campaigns (2).
In the past (2014-2017), we have successfully conducted diverse trials for renowned brands like
Bosch, Panasonic, and Sunking, providing them with invaluable insights for informed decision-
making and triumphant product launches under market research. After a temporary hiatus in 2016
to prioritize operational expansion, we are now thrilled to relaunch this service, along with targeted
rural marketing campaigns, catering to organizations and brands—both urban Indian and
international—seeking to enhance their visibility and establish an influential presence in Tier 3
markets.

While we have already developed initial materials and possess a good understanding of these
services, our focus now lies in crafting a comprehensive growth strategy and defining the next
steps. We seek the expertise of the ISB team to help us refine our approach, identify new avenues
for growth, and devise an actionable plan for market penetration. Our ultimate vision is to craft a
dynamic and comprehensive business plan that seamlessly integrates these services into our
existing model, while forging a clear growth and marketing strategy that excels. This venture entails
delving deep into the current market landscape, identifying precise target customer segments, and
formulating ingenious marketing approaches that will unlock the untapped potential of rural
markets. As we synchronize these services with our overarching organizational goals, we will
ensure a seamless integration process, unleashing the full force of our impact.
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14. Project Deliverables (What form of output do you expect from the team upon project
completion? Please be very specific as this will help students assess their fit and interest.)

The potential deliverables of this consulting engagement can be tailored to meet the
specific needs and scope agreed upon by Essmart and the ISB team. Depending on the
agreed project scope, the following deliverables represent a range of possible outcomes.
By collaboratively defining the scope, we can determine which deliverables align best
with Essmart's objectives, resources, and the expertise of the ISB team:

• A well-defined business plan that outlines the integration of market research, end user
testing, and rural marketing services into our revenue models.
• A detailed growth and marketing strategy that includes target market analysis, marketing
channels, and messaging frameworks.
• Recommendations on pricing, packaging, and branding strategies to optimize the market
potential of the services.
• Key performance indicators (KPIs) and metrics to track the success and impact of the
implemented strategies.

15. How can students of ISB help resolve the problem your organization faces? (Please list the
expected takeaways for your organization with this engagement)

The students of ISB could contribute to resolving the challenges our organization faces
in several ways:

• In-depth Market Research: Conducting comprehensive market research to

understand the dynamics, preferences, and behaviors of rural consumers,
enabling us to make data-driven decisions and refine our service offerings.
• Strategic Growth Planning: Assisting in developing a growth strategy that
identifies untapped opportunities in rural markets, explores new customer
segments, and defines effective marketing approaches to expand our reach and
impact.
• Marketing Campaign Design: Collaborating with our team to create targeted
and impactful rural marketing campaigns that effectively communicate the
value of our services, build brand awareness, and engage rural customers.
• Business Model Optimization: Analyzing our current business model and
providing recommendations for optimizing the integration of market research,
end-user testing, and rural marketing services to maximize their potential as
revenue streams.
• Performance Measurement: Developing key performance indicators (KPIs) and
metrics to track the success and impact of our implemented strategies, enabling
us to monitor progress, make informed decisions, and continuously improve our
offerings.

Through their expertise and fresh perspective, the students of ISB can offer valuable
insights, actionable recommendations, and innovative solutions that will help us
 overcome challenges, drive growth, and achieve our mission as a social enterprise
focused on the rural Indian market.

16. What are the business implications of the problem your organization is facing? (Please
specific which aspects of your business will be affected and how this engagement aims to
impact your organization)

The business implications of the challenges we face include:

• Revenue Growth: Enhancing our service offerings will open up new revenue
streams and increase our overall business growth.
• Market Expansion: Penetrating rural markets effectively will enable us to reach a
wider customer base and expand our market presence.
• Competitive Advantage: Developing a strong marketing and growth strategy will
give us a competitive edge in the rural market.
• Brand Building: Implementing effective marketing campaigns will enhance brand
visibility and reputation among rural customers.
• Long-Term Sustainability: By addressing these challenges, we aim to ensure the
long-term sustainability and success of our organization.

Through this engagement, we expect to positively impact various aspects of our

business, driving growth, strengthening our market position, and ultimately fulfilling our
mission of empowering rural communities.

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Engagement Details
17. Team Composition: (Each team consists of 3-4 students. Please specify any special
requirements in the project team, with regards to the education/work experience /
background. Please also mention whether these requirements are required or preferred)

Our ideal team composition would consist of 3-4 students with a diverse range of
educational backgrounds and professional experiences. While there are no specific
requirements for education or work experience, a mix of skills in areas such as business
strategy, marketing, and research would be preferred. It would be great if the team
members have a keen interest in the rural market or market research, especially in the
context of Tier 3 and rural markets. Their passion for understanding the unique dynamics
and challenges of these markets would greatly contribute to the project's success.

18. Organizational Resources provided (Please mention the kind of data, contacts and other
support information which wi’’ll be shared with the student team to facilitate their work
during primary research and overall project)

As part of the project engagement, Essmart will provide the student team with access to
a range of organizational resources to support their work during primary research and
the overall project. This includes access to relevant market data, previous research
findings, and industry reports that can provide valuable insights into the rural market
landscape. Additionally, Essmart will share its extensive network of contacts, including
relationships with rural retail shops, local partners, and Farmer Producing Organizations
(FPOs), which can serve as valuable resources for gathering firsthand information and
conducting interviews or surveys. The team will also have the opportunity to interact
with Essmart's experienced staff members, who can provide guidance, feedback, and
additional support throughout the project duration.

Your Contact Details

Shanina van Gent

Projects Department

(Which division of your organization will the

engagement be concerned with)

Fellowship Selection

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Person in-charge/project mentor

(Please mention the name& designation of the point
of contact in your organization who will lead / be in-
charge of reviewing the engagement)

Shanina van Gent

Head of Projects and Strategic Partnerships

Contact details of the project mentor

(Please mention the contact details of the point-of-
contact for the project)

Email: shanina@essmart-global.com
Contact: 9108398418

Postal Address of the organization

Address: 33, Annaswamy Mudaliar Road Rukmani Colony, Sivanchetti Gardens Essential
Marketplace Solutions India Pvt. Ltd No.33, 5th floor, Sai Venkataram, lake, opposite Bengaluru,
Halasuru, Hermit Colony, Karnataka 560008

19. Organizational plans (For the next 3 months)

See attached.

Please note:
This is a pro bono initiative by ISB; please ignore all communication stating otherwise
Students will not be permitted to travel onsite for project related work

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