Introduction to MART Development Team

India’s Leading Rural Consultancy

MART

• Established in 1993 MART has emerged

as India’s leading Rural Consultancy
Firm
• Follows philosophy of ‘Social Heart &
Business Mind’ to offer marketing

Business
solutions

Mind
Fourth
• Working both in Corporate and Social Sector
Corporate

sectors Organization
• Team of 50 professionals having all
India presence – offices in

Social
Mind
NGO Government
Bhubaneswar and Kolkata
• Have provided expertise in Nepal,
Afghanistan, Mozambique and Social Business
Bangladesh. Heart Heart
Our Services

Research
Diagnosis of Business Problem through user centric methods
- value chain, opportunity sensing, KAP , product market

Strategy
Developing Strategy for Effective Decision Making

Piloting
Demonstration of strategy through incubation in contained geography

Scale Up
Strategic implementation in large geography evolving sustainable
business models

Training
Rural Sensitisation, Capacity building and Handholding
Sector of Work

Livelihoods & Food &

Market Access Agribusiness Healthcare

Banking & Telecom FMCG &

Finance Durables
 Our Journey
• 1989 – Gramshree mela
• 1995 – National Study on Haats (weekly market) and Melas
• 1998 – Creation of MART’s 3M livelihoods promotion model
• 2000 – Co-created Project Shakti with HUL
• 2003 – National Study on Rural Insurance
• 2005 – The Rural Marketing Book
• 2005 – ICT in Bangladesh
• 2006 – Status of Rural ICT in India, Microsoft India
• 2007 – Livelihood Management Agency, KUSP, A DFID funded project
• 2007 – Creation of Collective marketing model
• 2008 – Cannes Festival
• 2009 – Introduce Rural Marketing in Bangladesh
• 2009 - Pradeep Kashyap as President RMAI
• 2010 – Pioneered the Inclusive Marketing Approach
Inclusive Marketing
Marginalized
“Inclusive Marketing is an
approach that looks at the
marginalized not only BOP
consumers but also as Innovative
producers/ suppliers. This
Co- Creation
approach uses innovative
co-creation and
appropriate partnerships INCLUSIVE MARKETING
offering promise to add
economic value to goods Partnerships
and services contributed
by the marginalized. It
therefore impacts poverty
positively by improving the
quality of life of the
Sustainable
marginalized.”
Incomes
Large Scale BDS Facilitation by MART

BDS Intervention Impact People Benefited

‘GramShree Exhibitions’ for sale of 300 exhibitions, 1,00,000 producers
rural products in cities since 1989 sale Rs.500 mn
3M Model (Micro Finance, Micro CB and SED focus, 50,0 00 entrepreneurs
Market, Micro Planning) for User manual in 3 languages (NABARD, APRLP,
livelihoods promotion WORLP, MPDPIP...)

Haat (weekly market) promotion in 20 new haats started 75,000 buyers

AP & MP 4,000 entrprreneurs

Collective marketing of agri and Increase income and village 7,500 householders in
forest produce level marketing systems 500 villages

Rural Super Bazaars under APRLP and 10 shops started by MACS 10,000 SHG members
DPIP MP
Capacity Building of INGO, Bilateral Capacity on Market led Over 5000
Projects, NGOs, Govt. staff etc. approach professionals
Collective Marketing
An Initiative by MART impacting
lives of 7500 tribal families in Orissa
The Model and Impact

Additional
Secondary Community Institution Price
Realization Particulars Impact
States Orissa and Jharkhand
Linkages with organised private
5%
companies in cities
Districts 10

Direct linkages with bigger town No of Villages 500

5%
traders
No of SHG 7500
members
Drying, cleaning, sorting 5 -10%
packaging to add value Turn over 1.5 million
(USD)
Collectivization to achieve Products Tamarind, Mahua,
economies of scale 10 –15 % Char, Niger, Lac,
Vegetables, Cow pea,
Marketable surplus clusters Cashew, MinOr
identified millets, Cotton etc.
Our Social Sector Clients
Our Corporate Sector Clients
Thank You!