India is one of our focus countries and continues to be a laboratory of innovation for Triggerise. We started working in India early in our existence, at the invitation of and in close partnership with PSI India.
Triggerise India has been officially incorporated in 2016. Our partnership with PSI India continued and evolved into new areas and geographies. Here is the overview of the Indian Eco-system on Dec 31, 2016:
Highlight 1 – Pro India
India saw a large PRO expansion during 2016. The PRO model increased coverage in the urban and peri-urban areas of Alwar and launched implementation in three new geographies in Rajasthan – Jaipur, Ajmer and Dausa and one geography in Uttar Pradesh – Agra. This expansion ended the year with ca. 500 active PRO Agents in the network. The PRO model also enhanced the current product basket to increase revenue of PROs by providing more high margin and impact products.
Using data and a decision engine, PRO Status was introduced to automatically assign a Gold, Silver, or Standard status to all PROs based on their performance. This status makes them eligible to receive extra incentives for restocking impact commodities. The objective is to drive performance and loyalty within the network.
In Q4, Triggerise introduced two new apps to the PRO ecosystem in India – the PRO App and the Stockist App. These apps allow smartphone users to quickly conduct transactions, view sales, check their account balance, and recruit others through the app. The apps are configured to transmit data through SMS so connectivity is not needed.
Here are some Pro Numbers for 2016, including the most successful categories of products sold (left):
Highlight 2 – Tiko Saathi
The Tiko Saathi card in India underwent a major re-launch during Q3 2016. Women buy the Tiko Saathi card directly from PRO Agents at a cost of INR 50 (~EUR 0.70). The new value proposition added more services, which gave women the freedom to mix the services for which they needed support. Services are discounted rather than free. Incremental Tiko points are given based on how many of these services are accessed. The new Tiko Saathi package of services currently includes:
- 4 consultations (ANC)
- Diagnostic/Tests: HB%, Complete Urine (Routine and Culture), RH/ABO , VDRL, Blood Sugar, HIV,
- Thyroid Test
- Ultra-Sonography (USG)
- Post-Partum Family Planning choices – IUD / Injectable/Sterilization
- 2 consultations for infant care
The new Tiko Saathi scheme has proven to be highly effective, with PRO Agents selling 1,847 Tiko Saathi cards in the last six months compared with 152 in the first three months of 2016.