Nostalgia is the word as I write this piece. My mind meanders to the paddy fields of Neerettupuram, to the narrow kutcha roads where only cycles plied, to our tharavadu on the banks of the Pamba river and to my paternal grandparents (who are no more with us) with whom I spent most of my summer holidays as a kid. The world knows this place (Kuttanad) better as the backwaters of Kerala. More than it's importance as a tourist destination, the intricate system of canals and backwaters in Kerala connect hundreds of villages and is the lifeline of over a million people. Thousands of people commute to work everyday on boats, even today you can't miss seeing farmers transporting their produce to the market on their vallams (Malayalam for boat), political parties use the waterways for campaigns and it is the primary source of irrigation for the predominantly agricultural area.
Was it then surprising that the Kerala State Co-operative Consumers Federation decided to tap into the potential of these internal waterways and take their retail stores to the boat jetties of Kuttanad? The federation has launches catchy bright red and white supermarket boats christened as floating triveni in June 2009. Catch a video on the floating supermarket below:
This is a true bottom of the pyramid venture and is bound to be a roaring success. Most parts of Kuttanad is predominantly rural and has an agrarian population, typically there will be a single town catering to the consumption needs of a number of satellite villages and the villages themselves will have just a few small shops catering to the ration needs of the villagers. Floating Triveni addresses this glaring need of the BOP customer perfectly - here is a product that caters to all your shopping needs, comes to your doorstep and is priced significantly lower than other stores. It's one of those ideas which you look at and say, 'it was so obvious and why didn't anybody think about it before?' - that's the halmark of all simple ideas. A number of FMCGs in India have given lot of thought of the content, packaging and pricing of their products to suite the BOP Indian customer, but very few innovative ideas have sprung up on reaching out to the Indian consumer (we get fixated by the inflated numbers of the great Indian middle class (courtesy Pavan Varma!) that we tend to forget about the billion strong BOP customers of the country!). I can imagine other hard goods jumping into the bandwagon (boat?) soon - like agricultural equipments and fertilisers, but for sure the people of Kuttanad will be thanking the Government for the red and white floating supermarkets now and it will be really interesting to see the numbers of Consumer Fed next quarter as well as the potential clones!!
Was it then surprising that the Kerala State Co-operative Consumers Federation decided to tap into the potential of these internal waterways and take their retail stores to the boat jetties of Kuttanad? The federation has launches catchy bright red and white supermarket boats christened as floating triveni in June 2009. Catch a video on the floating supermarket below:
This is a true bottom of the pyramid venture and is bound to be a roaring success. Most parts of Kuttanad is predominantly rural and has an agrarian population, typically there will be a single town catering to the consumption needs of a number of satellite villages and the villages themselves will have just a few small shops catering to the ration needs of the villagers. Floating Triveni addresses this glaring need of the BOP customer perfectly - here is a product that caters to all your shopping needs, comes to your doorstep and is priced significantly lower than other stores. It's one of those ideas which you look at and say, 'it was so obvious and why didn't anybody think about it before?' - that's the halmark of all simple ideas. A number of FMCGs in India have given lot of thought of the content, packaging and pricing of their products to suite the BOP Indian customer, but very few innovative ideas have sprung up on reaching out to the Indian consumer (we get fixated by the inflated numbers of the great Indian middle class (courtesy Pavan Varma!) that we tend to forget about the billion strong BOP customers of the country!). I can imagine other hard goods jumping into the bandwagon (boat?) soon - like agricultural equipments and fertilisers, but for sure the people of Kuttanad will be thanking the Government for the red and white floating supermarkets now and it will be really interesting to see the numbers of Consumer Fed next quarter as well as the potential clones!!
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