Dharma Life supports women and subsistence farmers to sell products such as solar lamps, stoves and sanitary napkins to villagers to improve their quality of life. They recruit people with a basic education, who are in need of money and don’t have a full-time job. Guarav Mehta founded Dharma Life in 2009 during his MBA in London.
On this episode you’ll learn:
- How they’ve achieved a 65% women entrepreneur rate, despite men stepping forward in villages to take on the role. So they took steps to counter this self-selection bias by working with women’s families to help them understand the benefits.
- How the minimum retail price in India is creating better incomes for village entrepreneurs, so they’re passing on 60-70% of the margin.
- The complexity of selling products that improves people lives requires behaviour change and marketing efforts, which helps entrepreneurs make the sale.
- Products are selected through a consumer study which involves analysing deaths in a community, their causes, and matching products to solve the problem. These make up the core basket of goods.
- Other products are added based on a selection process, which must be socially neutral, it mustn’t have a negative impact, and which enhance the income of the entrepreneur.
- How Dharma is structured, to ensure the company drives for impact rather than profits.
- How Dharma provide research and marketing services for companies “across the adoption process” to diversify their revenue streams.
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