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Sunday, Nov 04, 2007
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Online edition of India's National Newspaper Sunday, Nov 04, 2007 ePaper |
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Tamil Nadu
Trial run: Samruddhi, the shop run by Rural Innovations Network at Kasipalayam, near Gobichettipalayam. — GOBICHETTIPALAYAM: Of all the shops in Erode district, Samruddhi is different in that it showcases products that are perhaps not available elsewhere. It is not an exclusive showroom, though, and the uniqueness does not end there either. In showcasing the 18 products, Samruddhi, meaning prosperity in Sanskrit, also puts on display the innovation that goes with each of the products, and an alternative marketing strategy as well. “Each of the 18 products were developed by people in rural areas, who innovated the products to meet their needs and not with a commercial motive,” says Arun T.T. of Rural Innovations Network, an NGO that manages the Samruddhi retail outlets. He further says: “The idea behind Samruddhi is to create a channel for marketing innovative products, thereby support innovators, and promote products which have use in rural areas, particularly in agriculture, diary, water usage, energy and rural sanitation.” The products on display include cost-effective stove, which burns on pellets made from waste, paddy seeding machine, battery-operated power sprayer, low-cost milking machine, small devices to increase fuel efficiency in LPG stove, etc. Tamil Nadu has only two Samruddhis - one in Kasipalayam and another in T.N. Palayam, both near this town. Set up a year ago, they are in their trial runs. Both the stores depend on Samruddhi Ammas and Aiyas for selling their products. In Mr. Arun’s words “they are village-level entrepreneurs, who market the products in villages and earn a commission, which augments their regular income.” Using village entrepreneurs has other advantages as well. “When villagers market product with rural use in villages, it has a wider reach and finds immediate takers. Besides, it helps in men and women find employment,” says Mr. Arun. The shops have four Aiyas and eight Ammas who bring them business. This is besides the field level executives who oversee the operations. Now to the economics of Samruddhi. The shops need a monthly sale of Rs. 1.5 lakh each for a break even, which is yet to come. He says Rural Innovations Foundation is open to marketing such innovative products, help innovators fine-tune their innovations and also help innovators find venture capitalists. Mr. Arun can be reached at 94421-60707.
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