Accesslivelihoods Marketing Services Private Limited

In their own words

Accesslivelihoods Marketing Services Private Limited (ALMS) is a private limited company and focus is on marketing of the products produced by small & marginal women farmers and women weavers from different parts of the country. The mission of ALMS is "to promote a sustainable market that works for responsible women producers while ensuring them fair prices, and conscious women consumers while ensuring them safe products". The vision is "to build a lasting relationship between 1,00,000 women producers and 2,00,000 women consumers, via “Creyo” India’s first brand that works for both producer and consumers". In order to market the products of these women producers and provide Certain, stable & remunerative income ALMS will achieve its goals by: 1. Brand Creyo 2. Tech-Enabled Producer to consumer Supply Chain 1. Brand Creyo The brand is designed to consumers who are looking for conscious lifestyle products at doorstep delivery, a consumer platform for learning and engagement and a guarantee that sustainable production and operation practices have been followed in their consumption value chain. This is achieved by Brand Creyo, characterized by 3 value promises: (i) Products sourced directly from producers (ii) 70% of consumer rupee to the producers (iii) No artificial colours & preservatives Creyo has been piloted across multiple products, i.e., dairy products (cow milk, buffalo milk, curd, shrikhand, ghee & butter milk), turmeric powder, cashew nuts and paddy seeds. The brand aims to establish its presence through sustainably sourced products across: (i) Staples (Cereals, Pulses, Oils, Spices, Millets etc.) (ii) Fresh products (Milk and Milk products, Fruits, and Vegetables) (iii) Clothing (Handloom) (iv) Inputs (Seeds, Fertilizers, Bio-Concoctions, Feed etc.) (v) Rural Retail The brand will have an Omni-channel presence but will be focused on the direct distribution channel enabled by technology. An e-commerce platform and a mobile application has been developed and piloted for the same. The growth of the brand will also be supported through experience stores to be set up in 10 large cities across India and even through existing General Trade & Modern Trade channels. Brand Creyo holds the potential to dominate India’s organic market estimated at USD 849.5 Million in 2020 with a growth rate > 20% and the ethical fashion market size (globally estimated to be nearly $6.35 billion in 2019) ALMS will also focus on brand development, technology related aspects- app and website development, promotional strategy and marketing collateral developments. 2. Tech-Enabled Producer to consumer Supply Chain The Producer to Consumer (P2C) Supply Chain is designed to solve for the limited share of the producers in the consumer rupee. The Primary Producers (Farmers, Handloom Weavers etc.) access a limited share of the consumer rupee which could be as low as 28% (Supply Chain Dynamics and Food Inflation in India, RBI Bulletin, Oct 11 2019). This is largely due to the following issues: (i) Intermediaries: Up to 8 or 9 Intermediaries between the producer and the consumer in the supply chain (ii) Supply Chain Losses: Estimated 40% of the food produced in India is wasted (Food Waste Index Report 2021 published by the United Nations Environment Programme) (iii) Limited Choices: Primary Producers have limited number of choice of buyers due to location & lack of free market The P2C Supply Chain is designed to solve the supply chain issues for both the producer and the consumer by: (i) Providing a premium for producer (ii) Increasing access to sustainable food and other primary products for consumers (iii) Establishing lasting relationships between consumers & producers The supply chain will utilize technology solutions across all stages from pre-production planning to consumption. Some of the technology innovations designed for the supply chain include data analytics for individualized crop and input planning, traceability across the supply chain for consumers to track their food, experience stores, and market analytics feeding back into the system. Some of the tech-enabled elements (existing and proposed) are as below: • Data Analytics & information planning • Smart and precision production • Start of the art units • Curated data for market trend and consumer preference • Mobile App for data analytics & information • Sate of the art go down • Block chain, Mobile App and e commerce platform The Tech Enabled P2C supply chain would also consist of a first of its kind digital Producer-Consumer network

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