Sahaj e-Village Ltd is a subsidiary of SREI Infrastructure Finance Ltd that aims to empower rural lives in India through technology. It operates 28,000 common service centers across 6 states that provide access to products, services, and information to rural villages with populations under 10,000. Sahaj addresses the challenges of service delivery in remote rural areas by utilizing a network of village-level entrepreneurs and state-of-the-art technology. It is the largest partner of India's National e-Governance Plan and is working to bridge the digital divide between rural and urban areas of the country.

1. SREI Sahaj e-Village Ltd
EMPOWERING RURAL LIVES

2. Agenda
Sahaj: Raison d’etre
Rural India: Bharat Driving India
Capabilities: Redefining service standards
Innovations: Emerging Businesses
Expanding Reach: Partnership Opportunities

3. SREI Infrastructure Finance
Limited
Sahaj:100% subsidiary of SIFL
Listed on BSE, 1st infra co. listed on London Stock
Exchange
Network of 86 offices in India and 3 in Russia
SREI: 4 billion dollar infrastructure finance company
Pioneer in infra. Financing, with 22 years experience & turnover of 20,000
crore

4. Sahaj: Bridging the Divide
ACCESS TO
THE WORLD
H ec
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an nsu
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fo
Support structure
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ns fr ns
tio ud o e
ac fra y t
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tra an nol
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Te
Rural Citizens Global Village
Through its digital, physical and human network Sahaj provides efficient
access to Remote Rural

5. Positioning
28000 CSCs
across 6 states
State of Art
Technology
Dimensions Pop Strata:
Sub 10,000
Delivery of
Products &
Services
Sahaj providing services to villages with pop strata of
sub 10000 through 28000 CSCs across 6 states by
adopting technology

6. Empowerment through information
Reliable point for delivery
Reliable point for delivery Access to 280 million people
Access to 280 million people Bridge the 'delivery gap in
Bridge the 'delivery gap in
of Products & Services
of Products & Services through 28,000 VLEs
through 28,000 VLEs GOVT, COMM & SOCIAL
GOVT, COMM & SOCIAL
Making Information & Knowledge Available
Village Level entrepreneur helps in dissemination of information
through its ICT Centre : Human face to technology

7. National e-Governance Plan
Sahaj has the largest CSC network
Entrepreneurship at village
level
Technology to overcome geographical barriers
Public Private Partnership (PPP) Mode
Sahaj is India’s largest CSC partner of the NeGP of Ministry of
Information Technology of Govt. Of India

8. Management Profile
People who have
been part of strategic
corporate rural
People who have interventions
seen rural India
in the cusp of Change
Specialists with proven
Ruralrecord ofprogram for all employees
Induction successful
consumer engagements
& brand launches
Young vibrant professional
from diverse backgrounds
Galvanizing paradigm shifts Drivers of Innovation
and those who can usher
change with significant
scope and scale

9. Agenda
Sahaj: Raison d’etre
Rural India: Bharat Driving India
Capabilities: Redefining service standards
Innovations: Emerging Businesses
Expanding Reach: Partnership Opportunities

10. Contributions from Rural
70 % of Total
70 % of Total 33 % of Total
33 % of Total 56 % of Total
56 % of Total
64% of Total
64% of Total
population
population Savings
Savings Income
Income
Expenditure
Expenditure
• More than half of FMCG and durables, 100% of agri inputs and 40% of automobiles
sales comes from rural
• 175 million mobile connections in rural…440 million by 2012
• Half of Life insurance policies sold in rural
• 6 million self- help groups in rural…4 million linked to micro credit

11. Rural Economy: Service Sector
Source : Economic Survey & Bird of Gold, MGI

12. Rural Occupation: Self Employed
Source : Max- NCAER , 2007

13. Rural Income Composition
• Traditional rural income sources from farming – now changing to non-farm
• Typically at least one person from farming households is employed in service sector  regular
monthly incomes allowing planned expenditure.
• Thus, less dependence on erratic agriculture and seasonal incomes.

14. Agenda
Sahaj: Raison d’etre
Rural India: Bharat Driving India
Capabilities: Redefining service standards
Innovations: Emerging Businesses
Expanding Reach: Partnership Opportunities

15. Sahaj Operation Model
Challenges of cash management and information flow addressed through
real Time Transaction and voucher based funds flow

16. Sahaj Bouquet of Services
High Ticket, Low High Ticket, High
Engagement Engagement
• Gas Cylinder Booking • 2 wheeler
• Tractor sale
Ticket
• General Insurance
High
• Renewal Premium • Life Insurance
• Power Tiller
• PFRDA
SERVICES
Low Ticket, Low Engagement Low Ticket, High
Engagement
Low Ticket
• BSNL Bill payment
• West Bengal Electricity Board • Agricultural Service
• Oxygen • Consultation services
• IRCTC • Commercial tax
• Courier service • G2C
• UID
Low High Engagement
Engagement

17. Sahaj Bouquet of Services: Ticket Size
High Ticket, Low High Ticket, High
Engagement Engagement
•No. of services: 11
•No. of services: 8
Ticket
•Average Ticket Size: 5000
High
•Average Ticket Size: 2000
•No. of transactions: 5%
•No. of Transactions: 9%
SERVICES
Low Ticket, Low Engagement Low Ticket, High
Engagement
Low Ticket
•No. of services: 10
•Average Ticket Size: 350 •No. of services: 6
•No. of transactions: 76% •Average Ticket Size: 850
•No. of transactions: 10%
Low High Engagement
Engagement

18. CSC – State wise status
No of
STATE No of Districts Roll out Connected
blocks
ASSAM 18 147 2833 2780
BIHAR 27 361 5387 4001
ORISSA 16 149 2426 1878
TAMIL NADU 4 56 1976 1047
UTTAR
24 334 5560 3935
PRADESH
WEST BSNL
18 341 5822 4412
BENGAL 20%
Others
TOTAL 107 1388 24004 18053 5%
VSAT Data Card
52% 23%
Sahaj is the largest CSC player with 32 % of mandate and the only
player with a dedicated web portal & data centre

19. Sahaj CSCs

20. Profile of Sahaj CSCs
CSCs within 20 to 80 kms from Tehsil level
Average CSCs size: 200 sq feet
Branding Space Available
•3 Inside walls (2 side Walls + 1 centre wall)
•1 outside wall (Front)
Timing: 9:00 am to 7:00 pm
High footfalls between 9 to 12 and 4 to 7 pm
Locations near market places providing homogeneous cluster of
audiences around CSCs and high footfalls in CSCs

21. Sahaj VLE Profile: Income
VLEs Average Contribution
Work Category Distribution (%) Income by CSC (%)
General Merchant 19 5800 20
Contract Type Work 8 11500 10
Big Merchants 7 14500 10
Agri. Related Business 20 6800 20
Business Agent (Insurance) 7 8800 20
Service provider 11 8100 15
CSC Only 28 3950 100
35%
29%
30%
25% 22% 21%
20%
14%
15%
10% 8%
5% 3%
1% 1%
0%
A1 A2 A3 B1 B2 C1 D1 D2
Data Source: MART Study’Aug 2011
Sahaj VLEs have higher disposable income and willing to undertake
new businesses

22. Sahaj VLE: Grassroots Influencer
Prepare
Customi
zed MIS
VLE
VLE can do these activities
Data Can
VLE can organize activities
organize
entry
events
Miking
Pamphlet
Distribution
Communication Facilitate
in Training
Local Dialect
Sahaj VLEs serve as Key Opinion leader of the village and can
undertake multiple activities and organize events

23. Sahaj VLE Profile
Data Source: MART Study’Aug 2011

24. Sahaj Customers’ Profile
Online Transactions 13
Offline Transactions 18
Idle Footfalls 12
Footfalls 43
Footfalls at CSC
Age Profile

25. Sahaj Customer Profile
• HH income of Sahaj customers • Education Profile of Sahaj
Customers

26. Agenda
Sahaj: Raison d’etre
Rural India: Bharat Driving India
Capabilities: Redefining service standards
Innovations: Emerging Businesses
Expanding Reach: Partnership Opportunities

27. Emerging Businesses for Sahaj
MR/Data
Collection
Activation/BTL
CUSTOMISED GRASSROOT INITIATIVES
Ad- sales (OOH)
Sales & Edutainment
Distribution centres

28. Marketing Research
PEOPLE PROCESS SYSTEM
VLEs • Questionnaire hosted
• Back checks at all levels on Sahaj website
• Back Checks through CRM • Data collected online
MVLEs • Online data capture • Collection Fees paid to
• Data Digitisation at 10 all tiers through
Sales Executive centres per district Skash card
District Manager
Past Projects
• Demand for new Services (April’ 2010)
• Cinema and TV viewing habits (Oct’2010)
• Entrepreneurship model for a PHD student (Jan’ 2011)
• Study by Nielsen on VLE profile (Sep’ 2011)
Sahaj VLEs can collect consumer insights from rural India

29. Ad-Sales & Activation
Inventories for Advertising
• Walls, hoardings, Bus-stop, Schools etc
• Sahaj Portal & magazine (Setu)
• RCCs and Sahaj Training Centres
• Sahaj Aaina (OOH)
VLE: The New Age Marketing Thekedar
• Identifies media inventory in all 6 mapped villages
• Negotiates deals with local inventory owners
• Monitors media inventory in the cluster of villages
Sahaj CSCs offering the last mile reach

30. Ad-Sales & Activation

31. Sahaj Aaina: OOH
• Digital OOH launched for the first
time in rural India
• Regional Content for all 6 states
• Content mix: Education,
Entertainment and Social
• Hyperlocal medium for
advertising
• Cost per exposure: 0.35 paisa
Sahaj Aaina is stretching media boundaries to reach out to media dark villages

32. Sahaj Edutainment centres
• IEE: All 3 key services to be provided through a single platform
• Digital platform using VSAT, Projector and Screen
• Sahaj entertainment centre will provide an electronic platform for
INFORMATION EDUCATION ENTERTAINMENT
…… through single screen in villages
Bringing education and entertainment together to remote rural locations

33. Sales & Distribution: Options
ORDER & SELL
B
CONSIGNMENT A C REFERRAL
SALES MARKETING
Sales &
Distribution
SOLE D STOCK &
SELLING E
SELL
AGENCY
Sahaj offers multiple models for distribution of products

34. Agenda
Sahaj: Raison d’etre
Rural India: Bharat Driving India
Capabilities: Redefining service standards
Innovations: Emerging Businesses
Expanding Reach: Partnership Opportunities

35. We assure you of…
• 6 states, 107 districts, 23k CSCs
• Reach under 10k pop strata
CAPABILIT • Footprint of 44 customers / day
• Average OTS of ____
Y • Average transaction ticket size of Rs. 450/-
• State of the art online portal
• Trained talent for flawless execution
• Multiple branding touch points: CSC & in - village
• Consumer engagement programs
OPPORTUNITY • Product Sales & distribution
• Ground level MR – trade & consumer segments
• Localized engagement & alliances
• Real time ground MIS for all portal based transactions
• VoC based on agreed time frame.
MEASURABILITY • Proof of execution – pics, videos etc
• Consumer validation data
• All on - ground MR assignments

36. Thank You