12 Reaching the Last Mile—Technology Solutions and Models for …
145
Fig. 12.1 LEU model schematic for Tata Swach
Financing was a critical element to consider, given the low-income levels of the
BoP population. Following the research of the pilot area however, the cost of the filter
at Rs. 900, was not considered to be prohibitively expensive and would not deter
residents from purchasing the product. Although it was understood that providing
financing options would increase the rate at which the filters were adopted, as there
were no financing organisations working in that area, the decision to provide financing
as part of the model was not built into the model.
On the Ground Activities
In order to reach the maximum number of households in the study areas and to test the
workability and potential scalability of the model, following processes were taken up.
(a) Selection and Activation of Lead Experience Users (LEUs): LEUs are local
women/housewives who are interested in becoming entrepreneurs. Given the
socio-cultural environment in villages, LEUs are a vital component as they have
good knowledge of the local people and existing networks in place, credibility
as a user, and thus ability to demonstrate the long-term benefits of using the
filter.
(b) Training sessions were conducted for LEUs to orient them to the product and
its features. This is also essential for effective communication of the services
being offered to the community. Initial on-field support was given to LEUs by
145
Fig. 12.1 LEU model schematic for Tata Swach
Financing was a critical element to consider, given the low-income levels of the
BoP population. Following the research of the pilot area however, the cost of the filter
at Rs. 900, was not considered to be prohibitively expensive and would not deter
residents from purchasing the product. Although it was understood that providing
financing options would increase the rate at which the filters were adopted, as there
were no financing organisations working in that area, the decision to provide financing
as part of the model was not built into the model.
On the Ground Activities
In order to reach the maximum number of households in the study areas and to test the
workability and potential scalability of the model, following processes were taken up.
(a) Selection and Activation of Lead Experience Users (LEUs): LEUs are local
women/housewives who are interested in becoming entrepreneurs. Given the
socio-cultural environment in villages, LEUs are a vital component as they have
good knowledge of the local people and existing networks in place, credibility
as a user, and thus ability to demonstrate the long-term benefits of using the
filter.
(b) Training sessions were conducted for LEUs to orient them to the product and
its features. This is also essential for effective communication of the services
being offered to the community. Initial on-field support was given to LEUs by