You Go Girl

Drishtee is testing different models to determine the best way to reach rural villages. The original model is a computer kiosk franchise. Drishtee works with the panchayat, the local self-government, to set up an introductory meeting in the village. They educate everyone about Drishtee. They then identify a self-starter who takes out a loan to purchase a Drishtee license, along with a computer, digital camera and printer. He or she then sets up a kiosk and offers a range of services, ranging from computer education to photography to retail servies (e.g., car batteries, hand-crank lanterns, mobile phone recharge coupons). Drishtee is responsible for distribution and delivers the product to the doorstep of the kiosk.

More recently, Drishtee has piloted a new model that is more like Amway or Avon. Working with the panchayat, they identify a woman in the village who is interested in supplementing her family’s income through sales of products and services out of her home. This is somewhat revolutionary as most of these women have never officially sold anything. With very low barriers to entry, this Drishtee model offers women a unique opportunity to empower themselves and learn valuable skills. Plus, Drishtee believes that these women may end up being more credible, and therefore, more profitable salespeople. Although new, this program has demonstrated success.

Who are these women? Some are married while others are single. Most have had some high school education and many are in their early 20s. Some are older and have children, including young sons and daughters who are eager to help Mom out. Almost none have previous work experience beyond household responsibilities so Drishtee offers training and ongoing support. In addition, Drishtee recognizes the role of the “operating partner” or a leading male in the family such as a husband, father or brother. By officially including the operating partner, Drishtee ensures that women are permitted to participate and encourages collective learning that leverages the partner’s previous experience. At the same time, Drishtee pushes the operating partner to let the entrepreneur take the lead.

One of the more inspirational women I met was the Drishtee entrepreneur pictured above. She was a mother who possesses natural charisma. With her wide smile and support from the District office, she has established a thriving business within a few months.

Meeting her made me realize that the definition of entrepreneur is broader than I initially understood. You do not necessarily need a business plan, powerpoint presentation and millions of dollars in seed capital. Instead, you need a real opportunity, personal initiative, external support and equal parts energy and hope.