Jeevika: Supporting Producers at the Base of the Pyramid

In May 2019, project managers with the Bihar Rural Livelihoods Promotion Society (Jeevika) in Patna, India, met to consider their role in creating farmer producer companies (FPCs) that helped poor agricultural producers access markets and receive fair prices for their produce, mainly litchi fruit. The creation of such producer companies was not a spontaneous process but often required a catalyst to harness community-based networks. While Jeevika, a project supported by the Government of Bihar and the World Bank, had been successful in alleviating poverty among those at the base of the economic pyramid, the project managers were now reflecting on the way forward for the producer company. Their overarching aim was a comprehensive understanding of the effects of their efforts on the community and the key variables affecting the sustainability of their efforts. They were aware that they could not support the community indefinitely, and they needed to consider how best to empower the producers to do this work on their own once Jeevika was no longer available. What new capabilities would farmers need to develop over time? How would the relationships between farmers and other stakeholders change when support from Jeevika was reduced or removed?

This case is suitable for a postgraduate-level course in management, marketing, and agribusiness. The case could be taught in a strategy and social entrepreneurship course to understand how organizations respond to opportunities and challenges in the operating environment. The route to the market dimension of the case also makes it relevant for a course on social entrepreneurship, rural marketing, or sales and distribution. <br><br>This case highlights the challenges for producers at the base of the economic pyramid in accessing markets, and presents the aggregation of produce under the aegis of a producer company as a possible solution. Discussion of this case can help participants evaluate initiatives for creating market access for producers at the base of the pyramid and understand the issues involved in making such organizations self-sustaining and in positively impacting agrarian communities. After working through the case and assignment questions, students will be able to do the following:<ul><li>Describe the challenges for producer companies in accessing markets.</li><li>Develop a framework for evaluating the costs and benefits of market access initiatives.</li><li>Develop a comprehensive understanding of the impact of such interventions on producers at the base of the pyramid. </li></ul>

• base of pyramid, route to market, impact