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(39707, 12, '2018-12-20 12:36:15', '2018-12-20 12:36:15', '[vc_row equal_height=\"yes\" content_placement=\"middle\" type=\"image\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"110\" padding_bottom=\"0\" bg_image=\"39725\"][vc_column][kleo_gap size=\"100px\"][vc_row_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][vc_column_inner width=\"2/3\"][vc_custom_heading text=\"STRENGTHENING THE POTENTIAL OF DIGITAL FINANCE FOR WOMEN IN BHATTA BASTI\" font_container=\"tag:h2|font_size:48px|text_align:center|color:%23ffffff|line_height:54px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][kleo_gap size=\"140px\"][/vc_column][/vc_row][vc_row equal_height=\"yes\" content_placement=\"middle\" padding_bottom=\"0\"][vc_column width=\"1/2\"][/vc_column][vc_column width=\"1/2\"][vc_row_inner equal_height=\"yes\" content_placement=\"middle\"][vc_column_inner width=\"5/12\"][/vc_column_inner][vc_column_inner width=\"1/3\" css=\".vc_custom_1488531456733{padding-right: 0px !important;}\"][vc_column_text letter_spacing=\"\"][addtoany][/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1488531444909{padding-left: 0px !important;}\"][kleo_button title=\"Print this page\" href=\"https://cashlesscatalyst.org/wp-content/uploads/2018/09/Dairy-Learning-Note.pdf\" target=\"_blank\" style=\"custom\" position=\"left\" size=\"lg\" special=\"no\" border=\"no\" icon=\"print\" font_size=\"16px\" letter_spacing=\"\" el_class=\"grey-icon\" custom_text=\"#d11e3c\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner css=\".vc_custom_1537456868816{margin-bottom: 35px !important;}\"][vc_column_inner width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Development experts argue that digital financial services could empower the poor via new technologies that have the potential to provide greater financial inclusion and expansion of basic services.<sup>1</sup> Nevertheless, for digital financial services to achieve their full impact through this rapidly growing technology, women must be included as well.<sup>2</sup> Data indicates that when it comes to knowledge and usage of technology, women lag behind.\r\n\r\nRecognizing the critical role digital payments can play in deepening financial inclusion, CATALYST adopted a holistic approach towards going digital with a focus on bringing low-income individuals, including women, into the digital payments ecosystem.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"] It initiated an experiment to bring poor households of Bhatta Basti — a low-income slum in Jaipur, Rajasthan — into the formal banking system, promoting active bank usage and providing hand-holding support to early adopters of digital payment solutions.\r\n\r\nThis paper covers several field stories, underlining the barriers and opportunities to engaging women in adoption of digital payment solutions.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]<em><sup>1</sup> http://www.worldbank.org/en/news/feature/2014/04/10/digital-finance-empowering-poor-new-technologies</em>\r\n\r\n<sup>2</sup> http://www.nytimes.com/2015/04/02/business/dealbook/melinda-gates-cellphones-for-women-aid-ascent-from-poverty.html\r\n\r\n&nbsp;\r\n\r\n[/vc_column_text][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" bg_image=\"39726\"][vc_column][vc_custom_heading text=\"GENDER DISPARITY IN FUNCTIONAL DEBIT CARD AND SMARTPHONE OWNERSHIP\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In order to understand account holders’ access to functional debit cards (with the PIN generated) and smartphones, we contacted 619 account holders (48 percent were women and 52 percent were men.)\r\n<ul>\r\n 	<li>Only 16 percent of women account holders had a functional debit card compared to 27 percent of male account holders; and</li>\r\n 	<li>Only 33 percent of women account holders had a smart phone, compared to 56 percent of male account holders</li>\r\n</ul>\r\n[/vc_column_text][vc_single_image image=\"39712\" img_size=\"full\" alignment=\"center\"][vc_column_text font_size=\"14px\" letter_spacing=\"\"]<em>Women queuing up at the local bank branch in Bhatta Basti. A qualitative interview with these women helped us understand that even though banks were not considered part of their trusted service providers, bank accounts, loans, and debit cards were desired by them.</em>\r\n\r\n&nbsp;\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"39727\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"WOMEN, PHONES AND THE ROLE OF HUSBANDS\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=\"1/4\"][vc_single_image image=\"39763\" img_size=\"full\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"3/4\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]We visited 16 households of women account holders who owned smartphones, had functional debit cards (with the PIN generated) and mobile numbers that were linked to their bank accounts. Our goal was to provide information about Unified Payment Interface (UPI) and other digital payment solutions, and get them on-boarded on the UPI platform. These women explicitly agreed in advance to our visits (they were provided an option to opt out at any point).\r\n\r\nWe learned that it was the men who were usually in charge of women’s smartphones and decisions related to financial products and services. For example, despite allotting female field staff to visit these households, women invited their husbands to be present in the meetings, and men took the lead in communicating with our field staff. In all cases, the men insisted that our field staff install and register the UPI app on their phones as well, which we did. We called these women three weeks after our visits; almost all reported that their husbands were actively using the payment solution, not them.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"14px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify \"]<em>Heena had recently received a smartphone from her husband as a birthday gift. However, she did not have access to social media tools such as Facebook, YouTube, or WhatsApp when we met her. Her mobile number was not registered with her bank account. On being asked, she said was not interested in downloading digital payment applications, unless her husband had no objection to her using them.</em>\r\n\r\n&nbsp;\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"39729\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"ENGAGING MEN IN REACHING WOMEN\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In Bhatta Basti, women generally provided the mobile numbers of their husbands at the time of opening a bank account. Hence, to understand to what extent men control women’s access to information and mobility, we conducted an experiment by calling 94 women account holders. The purpose of the call was to invite these women to attend financial literacy sessions that we had organized in Bhatta Basti in partnership with a trusted community organization, Sewa.\r\n\r\nForty-six calls (48 percent) were received by men. When we enquired about the woman account holder, only 14 men passed on the phone to the woman. The rest insisted that we explain the purpose of the call to them and they would convey the message to their wives:\r\n<ul>\r\n 	<li>From this group, 17 women attended the training (37 percent); and</li>\r\n 	<li>These 17 women reported that their husbands’ knowledge about the training made it easier for them to attend. All reported that their husbands’ positive perception of the training influenced them to participate</li>\r\n</ul>\r\nForty-eight calls (52 percent) were attended by women and we explained the purpose of the call directly to them without engaging the men:\r\n<ul>\r\n 	<li>From this group, 12 women (25 percent) attended the training; and</li>\r\n 	<li>Even these 12 women reported that they had to inform their husbands about the training before attending the sessions</li>\r\n</ul>\r\nWe then called those who did not attend the training. Almost all men reported that they had informed their wives but there was no evidence if the information had been conveyed or not. Women who answered the calls reported lack of time as the main constraint for not attending the sessions.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner css=\".vc_custom_1545392823640{padding-top: 25px !important;}\"][vc_column_inner width=\"1/4\"][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"39772\" img_size=\"full\" alignment=\"center\"][vc_column_text font_size=\"14px\" letter_spacing=\"\"]<em>Women attending a financial literacy session</em>\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/4\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"39730\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"ENGAGING WOMEN USING WHATSAPP\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]We also learned that the best way for women to learn more about technology and gain some independence was through on-device learning; in other words, teaching the women through the phone itself.\r\n\r\nAfter onboarding the six women, we decided to create a WhatsApp group so we could encourage group discussions and send out reminders via the WhatsApp social group to promote conversations on digital payment solutions. The members were active in generating interest and sharing good news with each other. For example, when a woman received her first cash back offer, she shared it with others which encouraged other women to make digital transactions too. It is to be noted that we had created such a WhatsApp group with the men too which was not as active as the women’s group.\r\n\r\n[/vc_column_text][vc_empty_space height=\"25px\"][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"39714\" img_size=\"531 × 412\" alignment=\"center\"][vc_column_text font_size=\"14px\" letter_spacing=\"\"]<em>Mamta had attended the financial literacy training, where she heard about the benefits of phone-based digital payment solutions, such as the UPI app. She reached out to our female field staff to help her download and register the UPI app. When Mamta made her first transaction, she received a cashback of INR 100. A week after on-boarding, Mamta reached out to the field staff again. She had formed a group of six women who were willing to adopt the UPI app to take advantage of the cashback offers.</em>\r\n\r\n&nbsp;\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"39781\" img_size=\"full\" alignment=\"center\"][vc_column_text font_size=\"14px\" letter_spacing=\"\"]<em>A screenshot of a WhatsApp conversation. Mamta is sharing that she transferred money using Google Pay and earned INR 302. She transferred money to two people — her husband and sister-in-law.</em>\r\n\r\n&nbsp;\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"39731\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"PROFILE OF WOMEN WHO ADOPTED DIGITAL PAYMENT SOLUTIONS IN BHATTA BASTI\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner width=\"1/4\"][vc_single_image image=\"39775\" img_size=\"full\" alignment=\"center\"][/vc_column_inner][vc_column_inner el_class=\"normal-style\" width=\"3/4\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Like other women in Bhatta Basti, these women also faced certain restrictions on mobility; were running home-based enterprises; and did not have any financial decision-making authority. They owned smartphones which were given to them by their husbands.\r\n\r\nWhile the household income played a key role in the adoption of digital payment solutions, in the women’s case, two distinct characteristics —education (college graduates) and relationship with their husbands — influenced their decision to adopt digital payment solutions. Additionally, the ability to recharge their phones on their own, using the UPI platform, was the biggest value proposition for these women to actively adopt digital payments.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]<em>Mamta revealed, “The biggest benefit of this app is that we have control on recharging our own phone. Since we cannot go to mobile shops to recharge the phone, we had to rely on our husbands. Now with cashback offers, we not only get additional money, but we can use this money to recharge our phones using the UPI app. We feel more in control of our phones.”</em>\r\n[/vc_column_text][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#d1203d\" padding_top=\"100\" padding_bottom=\"100\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"KEY LEARNINGS\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\" width=\"1/2\" css=\".vc_custom_1545399097215{margin-top: 10px !important;margin-right: 10px !important;margin-bottom: 10px !important;margin-left: 10px !important;padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]\r\n<h2 style=\"font-weight: 900; color: #ffffff;\">1</h2>\r\n<p style=\"color: #ffffff;\">If financial providers or organizations plan to engage women, it is important that they engage with men as well and make the messaging on products and services relevant to the entire family, not just the women.</p>\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\" css=\".vc_custom_1545318253567{margin-top: 10px !important;margin-right: 10px !important;margin-bottom: 10px !important;margin-left: 10px !important;padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]\r\n<h2 style=\"font-weight: 900; color: #ffffff;\">2</h2>\r\n<p style=\"color: #ffffff;\">Generalized marketing messages without customization aimed at women customers might not generate sufficient motivation to adopt digital payment solutions as women cannot relate to messages that do not resonate with their day-to-day lifestyle. For example, the ability to recharge their mobile phones on their own (without depending on their husbands) using mobile-based digital payment solutions such as the UPI app might be a powerful message to attract early adopters.</p>\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\" width=\"1/2\" css=\".vc_custom_1545318245280{margin-top: 10px !important;margin-right: 10px !important;margin-bottom: 10px !important;margin-left: 10px !important;padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]\r\n<h2 style=\"font-weight: 900; color: #ffffff;\">3</h2>\r\n<p style=\"color: #ffffff;\">The task of getting new women account holders onboarded onto digital payment platforms requires the highest degree of handholding support throughout the process ending with helping an account holder make the first transaction. Nevertheless, providing handholding support to every woman is not possible. Hence, it is important to understand the profile of potential early women adopters who should be targeted for handholding support. While education and income of a woman might be an important metric for segmentation, we learned that any intervention is affected by the household and gender relations. It is, therefore, important to explore intrahousehold gender dynamics as well. For example, the woman who adopted the UPI app and influenced a few others to join was educated and independent compared to the majority of women in Bhatta Basti. Nonetheless, she would have rejected the use of the UPI app had her husband strongly opposed it.</p>\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\" css=\".vc_custom_1545318253567{margin-top: 10px !important;margin-right: 10px !important;margin-bottom: 10px !important;margin-left: 10px !important;padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]\r\n<h2 style=\"font-weight: 900; color: #ffffff;\">4</h2>\r\n<p style=\"color: #ffffff;\">The best way for women to learn more about technology and gain some independence is through the phone itself. However, the penetration of smartphones is still low among women in urban slums. Given that the ownership of smartphones is on the rise in emerging economies, the likelihood of more women owning smartphones is high in the near future. Hence, context-specific financial literacy using technology (the power of media such as WhatsApp groups, mobile, and the internet) is key to promoting the concept of digital payment solutions in a community such as Bhatta Basti. One can create a user-friendly app using pictures and videos while keeping the local context in mind, by including familiar physical locations and using the local language to communicate information so as to provide a value proposition to women for using digital payment solutions.</p>\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][kleo_button title=\"Download full report\" href=\"https://cashlesscatalyst.org/wp-content/uploads/2018/12/w-and-d.pdf\" target=\"_blank\" position=\"center\" size=\"lg\" type=\"boxed-icon\" special=\"no\" icon=\"download\" font_size=\"14px\" letter_spacing=\"\" el_class=\"pkirbtn\" icon_custom_background=\"#d11e3c\" icon_custom_text=\"#ffffff\"][/vc_column][/vc_row][vc_row el_id=\"footer_area\" text_align=\"center\" type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" padding_top=\"50px\" padding_bottom=\"50px\" bg_image=\"7886\"][vc_column width=\"1/4\"][/vc_column][vc_column width=\"1/2\" offset=\"vc_col-lg-offset-0 vc_col-md-offset-0 vc_col-sm-offset-0\"][vc_single_image image=\"7888\" img_size=\"full\" alignment=\"center\"][vc_column_text text_color=\"#ffffff\" font_size=\"14px\" letter_spacing=\"\" css=\".vc_custom_1549446199976{margin-top: 35px !important;margin-bottom: 5px !important;padding-right: 20px !important;}\"]\r\n<p style=\"text-align: center;\">[footer_copy]</p>\r\n[/vc_column_text][kleo_gap][vc_column_text letter_spacing=\"\" css=\".vc_custom_1484051069491{margin-bottom: 0px !important;}\"]\r\n<p style=\"text-align: center;\">[email-newsletter-plugin]</p>\r\n[/vc_column_text][kleo_icon icon=\"facebook\" href=\"https://www.facebook.com/CashlessCatalyst/\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"linkedin\" href=\"https://www.linkedin.com/company/13221050?trk=tyah&amp;trkInfo=clickedVertical%3Acompany%2CclickedEntityId%3A13221050%2Cidx%3A2-1-2%2CtarId%3A1476420479247%2Ctas%3Acashless%20catalyst\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"twitter\" href=\"https://twitter.com/cashlesscatalys\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"youtube-play\" href=\"https://www.youtube.com/channel/UChuc38_PfawDOu44IfYS4lw\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][/vc_column][vc_column width=\"1/4\"][/vc_column][/vc_row]', 'STRENGTHENING THE POTENTIAL OF DIGITAL FINANCE FOR WOMEN IN BHATTA BASTI', '', 'publish', 'closed', 'closed', '', 'strengthening-potential-digital-finance-women-bhatta-basti', '', '', '2019-02-06 09:43:25', '2019-02-06 09:43:25', '', 0, 'https://cashlesscatalyst.org/?page_id=39707', 0, 'page', '', 0),
(39708, 12, '2018-12-20 12:36:15', '2018-12-20 12:36:15', '[vc_row full_height=\"yes\" equal_height=\"yes\" content_placement=\"middle\" text_align=\"center\" type=\"image\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"110\" padding_bottom=\"0\" bg_image=\"39647\"][vc_column][kleo_gap size=\"100px\"][vc_row_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][vc_column_inner el_class=\"uppercase\" width=\"2/3\"][vc_column_text text_color=\"#ffffff\" font_size=\"48px\" letter_spacing=\"\" el_class=\"title_blog title-sub\"]\r\n<h2 style=\"text-align: center;text-transform: uppercase;\">Promoting digital payment solutions through canopy stores</h2>\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][kleo_gap size=\"130px\"][/vc_column][/vc_row][vc_row equal_height=\"yes\" content_placement=\"middle\" type=\"color\" padding_top=\"10\" padding_bottom=\"0\"][vc_column width=\"1/2\"][/vc_column][vc_column width=\"1/2\"][vc_row_inner equal_height=\"yes\" content_placement=\"middle\"][vc_column_inner width=\"5/12\" css=\".vc_custom_1504265033147{padding-right: 0px !important;}\"][/vc_column_inner][vc_column_inner width=\"1/3\" css=\".vc_custom_1504265063058{padding-left: 0px !important;}\"][vc_column_text letter_spacing=\"\"][addtoany][/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1504265782417{padding-right: 0px !important;padding-left: 0px !important;}\"][kleo_button title=\"Print this page\" href=\"https://cashlesscatalyst.org/wp-content/uploads/2018/09/lakshaya_kaledofin-2.pdf\" target=\"_blank\" style=\"custom\" position=\"left\" size=\"lg\" special=\"no\" border=\"no\" icon=\"print\" font_size=\"16px\" letter_spacing=\"\" el_class=\"grey-icon\" custom_text=\"#d11e3c\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_image=\"7841\"][vc_column][vc_row_inner][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\"]\r\n<h2 style=\"font-size: 26px;color: #383b3b;line-height: 32px;text-align: left;font-family:Roboto Condensed;font-weight:700;font-style:normal\" class=\"vc_custom_heading\">BACKGROUND</h2>\r\n<h5>In a community such as Bhatta Basti—an ultrapoor urban locality on the outskirts of Jaipur City, Rajasthan—the task of getting new account holders\r\nonboarded on digital payment solutions requires the highest degree of handholding support throughout the process. Less tech-savvy users struggle at different stages with the onboarding process of any Unified Payments Interface (UPI) application and are tripped up by jargon such as “UPI PIN” and “VPA”. Hence, there is a clear need for greater guidance and in-person handholding through the onboarding process and helping an account holder make the first transaction.</h5>\r\nGiven the importance of in-person interactions with potential adopters of digital payment solutions, we conducted an experiment in Bhatta Basti to find an economical way to engage customers with offline activities. In October 2018, we set-up a canopy store for five days in central Bhatta Basti to measure the foot fall and understand the basic characteristics of customers that visited the canopy store on their own. We called this initiative ‘Digital Mela’.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"100\" padding_bottom=\"100\" el_class=\"uppercase\" bg_image=\"39649\"][vc_column][vc_row_inner content_placement=\"middle\"][vc_column_inner][vc_single_image image=\"39664\" alignment=\"center\"][vc_custom_heading text=\"LOCATION OF THE CANOPY\" font_container=\"tag:h2|font_size:36px|text_align:center|color:%23ffffff|line_height:46px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1545142003037{margin-bottom: 0px !important;padding-bottom: 0px !important;}\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_image=\"7841\"][vc_column][vc_row_inner][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\"]While we did not attempt a promotional campaign such as announcements about ‘Digital Mela’ on mikes (we were not allowed to do so), we set up a canopy in the central market of Bhatta Basti where we received adequate visibility.\r\n\r\nAdditionally, even though the presence of infrastructure in Jaipur city for digital transactions is good, there are places such as Bhatta Basti where network connectivity is unreliable and almost non-existent. There are only a few places in Bhatta Basti, such as the central market, where mobile data coverage is reliable. Hence, we chose to set up our canopy in the central market.\r\n\r\nWe provided the following services to the visitors:\r\n<ul>\r\n	<li>Information about Automated Teller Machine (ATM) PIN generation; and</li>\r\n	<li>Handholding support for UPI onboarding: »» Help with downloading and registering.</li>\r\n</ul>\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" padding_top=\"100\" padding_bottom=\"100\" bg_image=\"39650\"][vc_column][vc_single_image image=\"39665\" alignment=\"center\"][vc_custom_heading text=\"KEY LEARNINGS\" font_container=\"tag:h2|font_size:36px|text_align:center|color:%23ffffff|line_height:46px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1545201598563{margin-bottom: 0px !important;padding-bottom: 0px !important;}\" el_class=\"title-sub\"][/vc_column][/vc_row][vc_row type=\"image\"][vc_column][vc_row_inner equal_height=\"yes\" content_placement=\"middle\"][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\"]\r\n<h3>Engagement of community influencers is the must for a successful mela</h3>\r\nThe concept of the mela became feasible only after working with early adopters of digital payment solutions for three months. In August 2018, we had identified 100 plus account holders who could potentially be converted to users of digital payment solutions. We nurtured our relationship with these\r\nselect individuals by adopting a one-to-one permission marketing strategy. The approach of personal interaction with early adopters was effective in\r\ndeveloping relationships with these individuals, who in turn helped us organize the mela by informing their peers to place their trust in our work. Some of our early adopters attended the mela as ‘Digital Champions,’ wearing the same t-shirts as those worn by our field staff, which built more credibility about our work.\r\n<h3>Low-cost offline engagement of potential customers</h3>\r\nThe task of getting individuals onboarded on the UPI platform required the highest degree of in-person handholding support in Bhatta Basti. The canopy store provided a relatively lowcost way to reach out to as many customers as possible. While many passersby asked about our work, in total, 255 individuals showed interest in our activity. They visited between 11 am and 3 pm over five days (on average, 51 customers per day). We learned that the canopy activity could be very helpful for new startups in providing handholding support to early adopters\r\n\r\n[/vc_column_text][vc_empty_space][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"39622\" img_size=\"full\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"39623\" img_size=\"full\" alignment=\"center\"][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][vc_column_inner width=\"2/3\" css=\".vc_custom_1545142902345{margin-top: 50px !important;border-bottom-width: 50px !important;}\"][vc_single_image image=\"39635\" img_size=\"532 × 290\" alignment=\"center\"][vc_empty_space][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]\r\n<h3>Primarily young, male and smartphone holders visited the canopy</h3>\r\nNinety-two percent of the visitors was male with an average age of 29 years. Only 43 percent reported that they were the head of the household.\r\n<h3>Lack of a functional debit cards was the main reason for failure to onboard</h3>\r\nAmongst 255 individuals that visited the canopy, only 167 (65 percent) were successfully onboarded. Eighty-eight individuals who visited the canopy could not be onboarded; and following are the top three reasons;\r\n<ul>\r\n	<li>Lack of a functional debit cards (59 percent);</li>\r\n	<li>Lack of a smartphones (20 percent); and</li>\r\n	<li>Mobile number linked with multiple accounts in the same bank, or mobile phone not linked with their bank account (9 percent).</li>\r\n</ul>\r\n<h3>Curiosity and queries drove people to the canopy</h3>\r\nOf the total, the 134 individuals (53 percent) who visited the canopy did so out of curiosity when they saw the crowd gathered around it. Amongst these 134 individuals, 74 (55 percent) were successfully onboarded. The remaining 121 individuals (47 percent) who visited the canopy did so after understanding or hearing about our activities from their peers. They visited our canopy with a specific purpose such as to download and register on UPI applications; learn about cash back offers; get a functional debit card, amongst other reasons. Amongst these 121 individuals, 94 (78 percent) were successfully onboarded.\r\n\r\n[/vc_column_text][vc_row_inner][vc_column_inner][vc_single_image image=\"39640\" img_size=\"828 × 433\" alignment=\"center\"][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text letter_spacing=\"\"]\r\n<h3>Time-bound ‘Digital Mela’ created urgency in the community</h3>\r\nWe marketed our mela as a time-bound activity (mela for a week) for individuals to engage with us. The idea that we were not going to be available for long drove individuals to make the effort to visit us and learn about UPI applications.\r\n<h3>Canopy helped create awareness among new customers</h3>\r\nSince the majority of individuals visited our canopy because they witnessed the crowd, it helped us understand that a canopy shop could reach out to those account holders that had not thought about using digital payment solutions due to lack of information; we could then demonstrate the benefits of\r\nonboarding on the UPI platform immediately. For example, we were able to demonstrate cash backs offered by some service providers to the individuals.\r\n\r\nThe canopy also helped us understand how digital payment solutions were perceived in the market through real-time feedback. For example, we tried to set up a canopy in July 2018, but could not generate enough interest among the account holders. Hence, we decided to target a certain segment of account holders and adopted in-person meetings as a strategy to onboard account holders on the UPI platform. By October 2018, we had already worked in the community for three months and created “digital ambassadors”, who helped us mobilize the community. Additionally, a private sector company, PhonePe, had just entered the market and provided the PhonePe Quick Response (QR) code to merchants. Hence, the timing was right, which resulted in generation of adequate interest among the community.\r\n<h3>Helped us understand the customer approach</h3>\r\nThe most important lesson to execute a canopy activity was to identify the customer profile (young, male, smartphone holders) that showed interest in digital payment solutions and the locations they were most likely to frequent (central market where network connectivity is good). Unfortunately, the location of the canopy excluded women as not many women showed interest in visiting the market. We recommend that, to attract women customers, one must set up a canopy in locations that are closer to residential areas. Unfortunately, we could not do so due to lack of network connectivity in certain areas of Bhatta Basti.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" padding_top=\"100\" padding_bottom=\"100\" bg_image=\"39651\"][vc_column][vc_single_image image=\"39666\" alignment=\"center\"][vc_custom_heading text=\" COST ANALYSIS\" font_container=\"tag:h2|font_size:36px|text_align:center|color:%23ffffff|line_height:46px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1545201757301{margin-bottom: 0px !important;padding-bottom: 0px !important;}\" el_class=\"title-sub\"][/vc_column][/vc_row][vc_row type=\"image\"][vc_column][vc_row_inner equal_height=\"yes\" content_placement=\"middle\"][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\"]1. Cost of each field staff is INR 850 per day. We recruited six field staff.\r\n<ul>\r\n	<li>Total cost - manpower per day = INR 5,100</li>\r\n	<li>Total cost - manpower for five days = INR 25,500 (US$360)</li>\r\n</ul>\r\n2. Cost for printed materials = INR 5,000 (US$70)\r\n\r\n3. Cost for t-shirts = INR 10,000 (US$141)\r\n\r\n4. Total cost of Digital Mela (total of 1 to 4)= INR 40,500 (US$571)\r\n\r\n5. Onboarded 167 out of 255 customersa. Cost per successful onboarding = INR 242 (US$3.42)\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" padding_top=\"100\" padding_bottom=\"100\" bg_image=\"39652\"][vc_column][vc_single_image image=\"39667\" alignment=\"center\"][vc_custom_heading text=\"CONCLUDING REMARKS\" font_container=\"tag:h2|font_size:36px|text_align:center|color:%23ffffff|line_height:46px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1545201895177{margin-bottom: 0px !important;padding-bottom: 0px !important;}\" el_class=\"title-sub\"][/vc_column][/vc_row][vc_row type=\"image\"][vc_column][vc_row_inner equal_height=\"yes\" content_placement=\"middle\"][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\"]Our prior relationship with the digital ambassadors worked well in our favor. Our previous experiment had also indicated that a certain segment (young, male, smartphone holder) would be more likely to respond to digital payment solutions. Hence, we chose the location of the canopy targeting the area where we would find this group.\r\n\r\nWhat did not work for us is that because of the location of the canopy we could not target women. Additionally, we could not promote our campaign the way we had initially planned as we were not allowed to use mikes for announcements or any other mode of promotion to let the community members learn about our initiative.\r\n\r\nHow such a mela impacted the usage of digital payment solutions is unknown as a customer’s willingness to continue using any service depends upon his/her early experience with payment transactions. Nonetheless, we learned that, after working in a community for a few months and building relationships and trust with the key influencers, such a mela can influence successful lead generation and conversion.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row][vc_column][kleo_button title=\"Download\" href=\"https://cashlesscatalyst.org/wp-content/uploads/2018/12/DEC-US_Story.pdf\" target=\"_blank\" position=\"center\" size=\"lg\" type=\"boxed-icon\" special=\"no\" icon=\"download\" font_size=\"14\" letter_spacing=\"\" el_class=\"pkirbtn\" icon_custom_background=\"#d11e3c\" icon_custom_text=\"#ffffff\"][/vc_column][/vc_row]', 'STRENGTHENING THE POTENTIAL OF DIGITAL FINANCE FOR WOMEN IN BHATTA BASTI', '', 'inherit', 'closed', 'closed', '', '39707-revision-v1', '', '', '2018-12-20 12:36:15', '2018-12-20 12:36:15', '', 39707, 'https://cashlesscatalyst.org/media/39707-revision-v1/', 0, 'revision', '', 0);
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(39709, 12, '2018-12-20 12:37:12', '2018-12-20 12:37:12', '[vc_row full_height=\"yes\" equal_height=\"yes\" content_placement=\"middle\" text_align=\"center\" type=\"image\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"110\" padding_bottom=\"0\" bg_image=\"39647\"][vc_column][kleo_gap size=\"100px\"][vc_row_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][vc_column_inner el_class=\"uppercase\" width=\"2/3\"][vc_column_text text_color=\"#ffffff\" font_size=\"48px\" letter_spacing=\"\" el_class=\"title_blog title-sub\"]<h2 style=\"text-align: center;text-transform: uppercase;\">STRENGTHENING THE POTENTIAL OF DIGITAL FINANCE FOR WOMEN IN BHATTA BASTI</h2>\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][kleo_gap size=\"130px\"][/vc_column][/vc_row][vc_row equal_height=\"yes\" content_placement=\"middle\" type=\"color\" padding_top=\"10\" padding_bottom=\"0\"][vc_column width=\"1/2\"][/vc_column][vc_column width=\"1/2\"][vc_row_inner equal_height=\"yes\" content_placement=\"middle\"][vc_column_inner width=\"5/12\" css=\".vc_custom_1504265033147{padding-right: 0px !important;}\"][/vc_column_inner][vc_column_inner width=\"1/3\" css=\".vc_custom_1504265063058{padding-left: 0px !important;}\"][vc_column_text letter_spacing=\"\"][addtoany][/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1504265782417{padding-right: 0px !important;padding-left: 0px !important;}\"][kleo_button title=\"Print this page\" href=\"https://cashlesscatalyst.org/wp-content/uploads/2018/09/lakshaya_kaledofin-2.pdf\" target=\"_blank\" style=\"custom\" position=\"left\" size=\"lg\" special=\"no\" border=\"no\" icon=\"print\" font_size=\"16px\" letter_spacing=\"\" el_class=\"grey-icon\" custom_text=\"#d11e3c\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_image=\"7841\"][vc_column][vc_row_inner][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\"]\r\n<h2 style=\"font-size: 26px;color: #383b3b;line-height: 32px;text-align: left;font-family:Roboto Condensed;font-weight:700;font-style:normal\" class=\"vc_custom_heading\">BACKGROUND</h2>\r\n<h5>In a community such as Bhatta Basti—an ultrapoor urban locality on the outskirts of Jaipur City, Rajasthan—the task of getting new account holders\r\nonboarded on digital payment solutions requires the highest degree of handholding support throughout the process. Less tech-savvy users struggle at different stages with the onboarding process of any Unified Payments Interface (UPI) application and are tripped up by jargon such as “UPI PIN” and “VPA”. Hence, there is a clear need for greater guidance and in-person handholding through the onboarding process and helping an account holder make the first transaction.</h5>\r\nGiven the importance of in-person interactions with potential adopters of digital payment solutions, we conducted an experiment in Bhatta Basti to find an economical way to engage customers with offline activities. In October 2018, we set-up a canopy store for five days in central Bhatta Basti to measure the foot fall and understand the basic characteristics of customers that visited the canopy store on their own. We called this initiative ‘Digital Mela’.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"100\" padding_bottom=\"100\" el_class=\"uppercase\" bg_image=\"39649\"][vc_column][vc_row_inner content_placement=\"middle\"][vc_column_inner][vc_single_image image=\"39664\" alignment=\"center\"][vc_custom_heading text=\"LOCATION OF THE CANOPY\" font_container=\"tag:h2|font_size:36px|text_align:center|color:%23ffffff|line_height:46px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1545142003037{margin-bottom: 0px !important;padding-bottom: 0px !important;}\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_image=\"7841\"][vc_column][vc_row_inner][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\"]While we did not attempt a promotional campaign such as announcements about ‘Digital Mela’ on mikes (we were not allowed to do so), we set up a canopy in the central market of Bhatta Basti where we received adequate visibility.\r\n\r\nAdditionally, even though the presence of infrastructure in Jaipur city for digital transactions is good, there are places such as Bhatta Basti where network connectivity is unreliable and almost non-existent. There are only a few places in Bhatta Basti, such as the central market, where mobile data coverage is reliable. Hence, we chose to set up our canopy in the central market.\r\n\r\nWe provided the following services to the visitors:\r\n<ul>\r\n	<li>Information about Automated Teller Machine (ATM) PIN generation; and</li>\r\n	<li>Handholding support for UPI onboarding: »» Help with downloading and registering.</li>\r\n</ul>\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" padding_top=\"100\" padding_bottom=\"100\" bg_image=\"39650\"][vc_column][vc_single_image image=\"39665\" alignment=\"center\"][vc_custom_heading text=\"KEY LEARNINGS\" font_container=\"tag:h2|font_size:36px|text_align:center|color:%23ffffff|line_height:46px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1545201598563{margin-bottom: 0px !important;padding-bottom: 0px !important;}\" el_class=\"title-sub\"][/vc_column][/vc_row][vc_row type=\"image\"][vc_column][vc_row_inner equal_height=\"yes\" content_placement=\"middle\"][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\"]\r\n<h3>Engagement of community influencers is the must for a successful mela</h3>\r\nThe concept of the mela became feasible only after working with early adopters of digital payment solutions for three months. In August 2018, we had identified 100 plus account holders who could potentially be converted to users of digital payment solutions. We nurtured our relationship with these\r\nselect individuals by adopting a one-to-one permission marketing strategy. The approach of personal interaction with early adopters was effective in\r\ndeveloping relationships with these individuals, who in turn helped us organize the mela by informing their peers to place their trust in our work. Some of our early adopters attended the mela as ‘Digital Champions,’ wearing the same t-shirts as those worn by our field staff, which built more credibility about our work.\r\n<h3>Low-cost offline engagement of potential customers</h3>\r\nThe task of getting individuals onboarded on the UPI platform required the highest degree of in-person handholding support in Bhatta Basti. The canopy store provided a relatively lowcost way to reach out to as many customers as possible. While many passersby asked about our work, in total, 255 individuals showed interest in our activity. They visited between 11 am and 3 pm over five days (on average, 51 customers per day). We learned that the canopy activity could be very helpful for new startups in providing handholding support to early adopters\r\n\r\n[/vc_column_text][vc_empty_space][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"39622\" img_size=\"full\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"39623\" img_size=\"full\" alignment=\"center\"][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][vc_column_inner width=\"2/3\" css=\".vc_custom_1545142902345{margin-top: 50px !important;border-bottom-width: 50px !important;}\"][vc_single_image image=\"39635\" img_size=\"532 × 290\" alignment=\"center\"][vc_empty_space][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]\r\n<h3>Primarily young, male and smartphone holders visited the canopy</h3>\r\nNinety-two percent of the visitors was male with an average age of 29 years. Only 43 percent reported that they were the head of the household.\r\n<h3>Lack of a functional debit cards was the main reason for failure to onboard</h3>\r\nAmongst 255 individuals that visited the canopy, only 167 (65 percent) were successfully onboarded. Eighty-eight individuals who visited the canopy could not be onboarded; and following are the top three reasons;\r\n<ul>\r\n	<li>Lack of a functional debit cards (59 percent);</li>\r\n	<li>Lack of a smartphones (20 percent); and</li>\r\n	<li>Mobile number linked with multiple accounts in the same bank, or mobile phone not linked with their bank account (9 percent).</li>\r\n</ul>\r\n<h3>Curiosity and queries drove people to the canopy</h3>\r\nOf the total, the 134 individuals (53 percent) who visited the canopy did so out of curiosity when they saw the crowd gathered around it. Amongst these 134 individuals, 74 (55 percent) were successfully onboarded. The remaining 121 individuals (47 percent) who visited the canopy did so after understanding or hearing about our activities from their peers. They visited our canopy with a specific purpose such as to download and register on UPI applications; learn about cash back offers; get a functional debit card, amongst other reasons. Amongst these 121 individuals, 94 (78 percent) were successfully onboarded.\r\n\r\n[/vc_column_text][vc_row_inner][vc_column_inner][vc_single_image image=\"39640\" img_size=\"828 × 433\" alignment=\"center\"][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text letter_spacing=\"\"]\r\n<h3>Time-bound ‘Digital Mela’ created urgency in the community</h3>\r\nWe marketed our mela as a time-bound activity (mela for a week) for individuals to engage with us. The idea that we were not going to be available for long drove individuals to make the effort to visit us and learn about UPI applications.\r\n<h3>Canopy helped create awareness among new customers</h3>\r\nSince the majority of individuals visited our canopy because they witnessed the crowd, it helped us understand that a canopy shop could reach out to those account holders that had not thought about using digital payment solutions due to lack of information; we could then demonstrate the benefits of\r\nonboarding on the UPI platform immediately. For example, we were able to demonstrate cash backs offered by some service providers to the individuals.\r\n\r\nThe canopy also helped us understand how digital payment solutions were perceived in the market through real-time feedback. For example, we tried to set up a canopy in July 2018, but could not generate enough interest among the account holders. Hence, we decided to target a certain segment of account holders and adopted in-person meetings as a strategy to onboard account holders on the UPI platform. By October 2018, we had already worked in the community for three months and created “digital ambassadors”, who helped us mobilize the community. Additionally, a private sector company, PhonePe, had just entered the market and provided the PhonePe Quick Response (QR) code to merchants. Hence, the timing was right, which resulted in generation of adequate interest among the community.\r\n<h3>Helped us understand the customer approach</h3>\r\nThe most important lesson to execute a canopy activity was to identify the customer profile (young, male, smartphone holders) that showed interest in digital payment solutions and the locations they were most likely to frequent (central market where network connectivity is good). Unfortunately, the location of the canopy excluded women as not many women showed interest in visiting the market. We recommend that, to attract women customers, one must set up a canopy in locations that are closer to residential areas. Unfortunately, we could not do so due to lack of network connectivity in certain areas of Bhatta Basti.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" padding_top=\"100\" padding_bottom=\"100\" bg_image=\"39651\"][vc_column][vc_single_image image=\"39666\" alignment=\"center\"][vc_custom_heading text=\" COST ANALYSIS\" font_container=\"tag:h2|font_size:36px|text_align:center|color:%23ffffff|line_height:46px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1545201757301{margin-bottom: 0px !important;padding-bottom: 0px !important;}\" el_class=\"title-sub\"][/vc_column][/vc_row][vc_row type=\"image\"][vc_column][vc_row_inner equal_height=\"yes\" content_placement=\"middle\"][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\"]1. Cost of each field staff is INR 850 per day. We recruited six field staff.\r\n<ul>\r\n	<li>Total cost - manpower per day = INR 5,100</li>\r\n	<li>Total cost - manpower for five days = INR 25,500 (US$360)</li>\r\n</ul>\r\n2. Cost for printed materials = INR 5,000 (US$70)\r\n\r\n3. Cost for t-shirts = INR 10,000 (US$141)\r\n\r\n4. Total cost of Digital Mela (total of 1 to 4)= INR 40,500 (US$571)\r\n\r\n5. Onboarded 167 out of 255 customersa. Cost per successful onboarding = INR 242 (US$3.42)\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" padding_top=\"100\" padding_bottom=\"100\" bg_image=\"39652\"][vc_column][vc_single_image image=\"39667\" alignment=\"center\"][vc_custom_heading text=\"CONCLUDING REMARKS\" font_container=\"tag:h2|font_size:36px|text_align:center|color:%23ffffff|line_height:46px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1545201895177{margin-bottom: 0px !important;padding-bottom: 0px !important;}\" el_class=\"title-sub\"][/vc_column][/vc_row][vc_row type=\"image\"][vc_column][vc_row_inner equal_height=\"yes\" content_placement=\"middle\"][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\"]Our prior relationship with the digital ambassadors worked well in our favor. Our previous experiment had also indicated that a certain segment (young, male, smartphone holder) would be more likely to respond to digital payment solutions. Hence, we chose the location of the canopy targeting the area where we would find this group.\r\n\r\nWhat did not work for us is that because of the location of the canopy we could not target women. Additionally, we could not promote our campaign the way we had initially planned as we were not allowed to use mikes for announcements or any other mode of promotion to let the community members learn about our initiative.\r\n\r\nHow such a mela impacted the usage of digital payment solutions is unknown as a customer’s willingness to continue using any service depends upon his/her early experience with payment transactions. Nonetheless, we learned that, after working in a community for a few months and building relationships and trust with the key influencers, such a mela can influence successful lead generation and conversion.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row][vc_column][kleo_button title=\"Download\" href=\"https://cashlesscatalyst.org/wp-content/uploads/2018/12/DEC-US_Story.pdf\" target=\"_blank\" position=\"center\" size=\"lg\" type=\"boxed-icon\" special=\"no\" icon=\"download\" font_size=\"14\" letter_spacing=\"\" el_class=\"pkirbtn\" icon_custom_background=\"#d11e3c\" icon_custom_text=\"#ffffff\"][/vc_column][/vc_row]', 'STRENGTHENING THE POTENTIAL OF DIGITAL FINANCE FOR WOMEN IN BHATTA BASTI', '', 'inherit', 'closed', 'closed', '', '39707-revision-v1', '', '', '2018-12-20 12:37:12', '2018-12-20 12:37:12', '', 39707, 'https://cashlesscatalyst.org/media/39707-revision-v1/', 0, 'revision', '', 0),
(39710, 12, '2018-12-24 06:33:09', '2018-12-24 06:33:09', '[vc_row equal_height=\"yes\" content_placement=\"middle\" type=\"image\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"110\" padding_bottom=\"0\" bg_image=\"39725\"][vc_column][kleo_gap size=\"100px\"][vc_row_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][vc_column_inner width=\"2/3\"][vc_custom_heading text=\"STRENGTHENING THE POTENTIAL OF DIGITAL FINANCE FOR WOMEN IN BHATTA BASTI\" font_container=\"tag:h2|font_size:48px|text_align:center|color:%23ffffff|line_height:54px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][kleo_gap size=\"140px\"][/vc_column][/vc_row][vc_row equal_height=\"yes\" content_placement=\"middle\" padding_bottom=\"0\"][vc_column width=\"1/2\"][/vc_column][vc_column width=\"1/2\"][vc_row_inner equal_height=\"yes\" content_placement=\"middle\"][vc_column_inner width=\"5/12\"][/vc_column_inner][vc_column_inner width=\"1/3\" css=\".vc_custom_1488531456733{padding-right: 0px !important;}\"][vc_column_text letter_spacing=\"\"][addtoany][/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1488531444909{padding-left: 0px !important;}\"][kleo_button title=\"Print this page\" href=\"https://cashlesscatalyst.org/wp-content/uploads/2018/09/Dairy-Learning-Note.pdf\" target=\"_blank\" style=\"custom\" position=\"left\" size=\"lg\" special=\"no\" border=\"no\" icon=\"print\" font_size=\"16px\" letter_spacing=\"\" el_class=\"grey-icon\" custom_text=\"#d11e3c\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner css=\".vc_custom_1537456868816{margin-bottom: 35px !important;}\"][vc_column_inner width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Development experts argue that digital financial services could empower the poor via new technologies that have the potential to provide greater financial inclusion and expansion of basic services.<sup>1</sup> Nevertheless, for digital financial services to achieve their full impact through this rapidly growing technology, women must be included as well.<sup>2</sup> Data indicates that when it comes to knowledge and usage of technology, women lag behind.\n\nRecognizing the critical role digital payments can play in deepening financial inclusion, CATALYST adopted a holistic approach towards going digital with a focus on bringing low-income individuals, including women, into the digital payments ecosystem.\n\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"] It initiated an experiment to bring poor households of Bhatta Basti — a low-income slum in Jaipur, Rajasthan — into the formal banking system, promoting active bank usage and providing hand-holding support to early adopters of digital payment solutions.\n\nThis paper covers several field stories, underlining the barriers and opportunities to engaging women in adoption of digital payment solutions.\n\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]<em><sup>1</sup> http://www.worldbank.org/en/news/feature/2014/04/10/digital-finance-empowering-poor-new-technologies\n\n<sup>2</sup> http://www.nytimes.com/2015/04/02/business/dealbook/melinda-gates-cellphones-for-women-aid-ascent-from-poverty.html\n\n</em>\n\n[/vc_column_text][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" bg_image=\"39726\"][vc_column][vc_custom_heading text=\"GENDER DISPARITY IN FUNCTIONAL DEBIT CARD AND SMARTPHONE OWNERSHIP\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In order to understand account holders’ access to functional debit cards (with the PIN generated) and smartphones, we contacted 619 account holders (48 percent were women and 52 percent were men.)\n<ul>\n	<li>Only 16 percent of women account holders had a functional debit card compared to 27 percent of male account holders; and</li>\n	<li>Only 33 percent of women account holders had a smart phone, compared to 56 percent of male account holders</li>\n</ul>\n[/vc_column_text][vc_single_image image=\"39712\" img_size=\"full\" alignment=\"center\"][vc_column_text font_size=\"14px\" letter_spacing=\"\"]<em>Women queuing up at the local bank branch in Bhatta Basti. A qualitative interview with these women helped us understand that even though banks were not considered part of their trusted service providers, bank accounts, loans, and debit cards were desired by them.\n\n</em>\n\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"39727\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"WOMEN, PHONES AND THE ROLE OF HUSBANDS\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=\"1/4\"][vc_single_image image=\"39763\" img_size=\"full\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"3/4\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]We visited 16 households of women account holders who owned smartphones, had functional debit cards (with the PIN generated) and mobile numbers that were linked to their bank accounts. Our goal was to provide information about Unified Payment Interface (UPI) and other digital payment solutions, and get them on-boarded on the UPI platform. These women explicitly agreed in advance to our visits (they were provided an option to opt out at any point).\n\nWe learned that it was the men who were usually in charge of women’s smartphones and decisions related to financial products and services. For example, despite allotting female field staff to visit these households, women invited their husbands to be present in the meetings, and men took the lead in communicating with our field staff. In all cases, the men insisted that our field staff install and register the UPI app on their phones as well, which we did. We called these women three weeks after our visits; almost all reported that their husbands were actively using the payment solution, not them.\n\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"14px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify \"]<em>Heena had recently received a smartphone from her husband as a birthday gift. However, she did not have access to social media tools such as Facebook, YouTube, or WhatsApp when we met her. Her mobile number was not registered with her bank account. On being asked, she said was not interested in downloading digital payment applications, unless her husband had no objection to her using them.\n\n</em>\n\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"39729\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"ENGAGING MEN IN REACHING WOMEN\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In Bhatta Basti, women generally provided the mobile numbers of their husbands at the time of opening a bank account. Hence, to understand to what extent men control women’s access to information and mobility, we conducted an experiment by calling 94 women account holders. The purpose of the call was to invite these women to attend financial literacy sessions that we had organized in Bhatta Basti in partnership with a trusted community organization, Sewa.\n\nForty-six calls (48 percent) were received by men. When we enquired about the woman account holder, only 14 men passed on the phone to the woman. The rest insisted that we explain the purpose of the call to them and they would convey the message to their wives:\n<ul>\n	<li>From this group, 17 women attended the training (37 percent); and</li>\n	<li>These 17 women reported that their husbands’ knowledge about the training made it easier for them to attend. All reported that their husbands’ positive perception of the training influenced them to participate</li>\n</ul>\nForty-eight calls (52 percent) were attended by women and we explained the purpose of the call directly to them without engaging the men:\n<ul>\n	<li>From this group, 12 women (25 percent) attended the training; and</li>\n	<li>Even these 12 women reported that they had to inform their husbands about the training before attending the sessions</li>\n</ul>\nWe then called those who did not attend the training. Almost all men reported that they had informed their wives but there was no evidence if the information had been conveyed or not. Women who answered the calls reported lack of time as the main constraint for not attending the sessions.\n\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner css=\".vc_custom_1545392823640{padding-top: 25px !important;}\"][vc_column_inner width=\"1/4\"][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"39772\" img_size=\"full\" alignment=\"center\"][vc_column_text font_size=\"14px\" letter_spacing=\"\"]<em>Women attending a financial literacy session\n\n</em>\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/4\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"39730\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"ENGAGING WOMEN USING WHATSAPP\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]We also learned that the best way for women to learn more about technology and gain some independence was through on-device learning; in other words, teaching the women through the phone itself.\n\nAfter onboarding the six women, we decided to create a WhatsApp group so we could encourage group discussions and send out reminders via the WhatsApp social group to promote conversations on digital payment solutions. The members were active in generating interest and sharing good news with each other. For example, when a woman received her first cash back offer, she shared it with others which encouraged other women to make digital transactions too. It is to be noted that we had created such a WhatsApp group with the men too which was not as active as the women’s group.\n\n[/vc_column_text][vc_empty_space height=\"25px\"][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"39714\" img_size=\"531 × 412\" alignment=\"center\"][vc_column_text font_size=\"14px\" letter_spacing=\"\"]<em>Mamta had attended the financial literacy training, where she heard about the benefits of phone-based digital payment solutions, such as the UPI app. She reached out to our female field staff to help her download and register the UPI app. When Mamta made her first transaction, she received a cashback of INR 100. A week after on-boarding, Mamta reached out to the field staff again. She had formed a group of six women who were willing to adopt the UPI app to take advantage of the cashback offers.\n\n</em>\n\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"39781\" img_size=\"full\" alignment=\"center\"][vc_column_text font_size=\"14px\" letter_spacing=\"\"]<em>A screenshot of a WhatsApp conversation. Mamta is sharing that she transferred money using Google Pay and earned INR 302. She transferred money to two people — her husband and sister-in-law.\n\n</em>\n\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"39731\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"PROFILE OF WOMEN WHO ADOPTED DIGITAL PAYMENT SOLUTIONS IN BHATTA BASTI\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner width=\"1/4\"][vc_single_image image=\"39775\" img_size=\"full\" alignment=\"center\"][/vc_column_inner][vc_column_inner el_class=\"normal-style\" width=\"3/4\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]<p>Like other women in Bhatta Basti, these women also faced certain restrictions on mobility; were running home-based enterprises; and did not have any financial decision-making authority. They owned smartphones which were given to them by their husbands.</p>\n<p>While the household income played a key role in the adoption of digital payment solutions, in the women’s case, two distinct characteristics —education(college graduates) and relationship with their husbands — influenced their decision to adopt digital payment solutions. Additionally, the ability to recharge their phones on their own, using the UPI platform, was the biggest value proposition for these women to actively adopt digital payments.</p>\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]<em>Mamta revealed, “The biggest benefit of this app is that we have control on recharging our own phone. Since we cannot go to mobile shops to recharge the phone, we had to rely on our husbands. Now with cashback offers, we not only get additional money, but we can use this money to recharge our phones using the UPI app. We feel more in control of our phones.”\n\n</em>\n[/vc_column_text][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#d1203d\" padding_top=\"100\" padding_bottom=\"100\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"KEY LEARNINGS\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\" width=\"1/2\" css=\".vc_custom_1545399097215{margin-top: 10px !important;margin-right: 10px !important;margin-bottom: 10px !important;margin-left: 10px !important;padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]\n<h2 style=\"font-weight: 900;color:#ffffff;\">1</h2>\n<p style=\"color:#ffffff;\">If financial providers or organizations plan to engage women, it is important that they engage with men as well and make the messaging on products and services relevant to the entire family, not just the women.</p>\n\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\" css=\".vc_custom_1545318253567{margin-top: 10px !important;margin-right: 10px !important;margin-bottom: 10px !important;margin-left: 10px !important;padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]\n<h2 style=\"font-weight: 900;color:#ffffff;\">2</h2>\n<p style=\"color:#ffffff;\">Generalized marketing messages without customization aimed at women customers might not generate sufficient motivation to adopt digital payment solutions as women cannot relate to messages that do not resonate with their day-to-day lifestyle. For example, the ability to recharge their mobile phones on their own (without depending on their husbands) using mobile-based digital payment solutions such as the UPI app might be a powerful message to attract early adopters.</p>\n\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\" width=\"1/2\" css=\".vc_custom_1545318245280{margin-top: 10px !important;margin-right: 10px !important;margin-bottom: 10px !important;margin-left: 10px !important;padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]\n<h2 style=\"font-weight: 900;color:#ffffff;\">3</h2>\n<p style=\"color:#ffffff;\">The task of getting new women account holders onboarded onto digital payment platforms requires the highest degree of handholding support throughout the process ending with helping an account holder make the first transaction. Nevertheless, providing handholding support to every woman is not possible. Hence, it is important to understand the profile of potential early women adopters who should be targeted for handholding support. While education and income of a woman might be an important metric for segmentation, we learned that any intervention is affected by the household and gender relations. It is, therefore, important to explore intrahousehold gender dynamics as well. For example, the woman who adopted the UPI app and influenced a few others to join was educated and independent compared to the majority of women in Bhatta Basti. Nonetheless, she would have rejected the use of the UPI app had her husband strongly opposed it.</p>\n\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\" css=\".vc_custom_1545318253567{margin-top: 10px !important;margin-right: 10px !important;margin-bottom: 10px !important;margin-left: 10px !important;padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]\n<h2 style=\"font-weight: 900;color:#ffffff;\">4</h2>\n<p style=\"color:#ffffff;\">The best way for women to learn more about technology and gain some independence is through the phone itself. However, the penetration of smartphones is still low among women in urban slums. Given that the ownership of smartphones is on the rise in emerging economies, the likelihood of more women owning smartphones is high in the near future. Hence, context-specific financial literacy using technology (the power of media such as WhatsApp groups, mobile, and the internet) is key to promoting the concept of digital payment solutions in a community such as Bhatta Basti. One can create a user-friendly app using pictures and videos while keeping the local context in mind, by including familiar physical locations and using the local language to communicate information so as to provide a value proposition to women for using digital payment solutions.</p>\n\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][kleo_button title=\"Download full report\" href=\"https://cashlesscatalyst.org/wp-content/uploads/2018/12/w-and-d.pdf\" target=\"_blank\" position=\"center\" size=\"lg\" type=\"boxed-icon\" special=\"no\" icon=\"download\" font_size=\"14px\" letter_spacing=\"\" el_class=\"pkirbtn\" icon_custom_background=\"#d11e3c\" icon_custom_text=\"#ffffff\"][/vc_column][/vc_row][vc_row el_id=\"footer_area\" text_align=\"center\" type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" padding_top=\"50px\" padding_bottom=\"50px\" bg_image=\"7886\"][vc_column width=\"1/4\"][/vc_column][vc_column width=\"1/2\" offset=\"vc_col-lg-offset-0 vc_col-md-offset-0 vc_col-sm-offset-0\"][vc_single_image image=\"7888\" img_size=\"full\" alignment=\"center\"][vc_column_text text_color=\"#ffffff\" font_size=\"14px\" letter_spacing=\"\" css=\".vc_custom_1545399302336{margin-top: 35px !important;margin-bottom: 5px !important;padding-right: 20px !important;}\"]\n<p style=\"text-align: center;\">CATALYST is an initiative seeded by an alliance between the Government of India &amp; USAID to expand digital payments and financial inclusion in India, especially for small merchants and low-income consumers.</p>\n\n[/vc_column_text][kleo_gap][vc_column_text letter_spacing=\"\" css=\".vc_custom_1484051069491{margin-bottom: 0px !important;}\"]\n<p style=\"text-align: center;\">[email-newsletter-plugin]</p>\n\n[/vc_column_text][kleo_icon icon=\"facebook\" href=\"https://www.facebook.com/CashlessCatalyst/\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"linkedin\" href=\"https://www.linkedin.com/company/13221050?trk=tyah&amp;trkInfo=clickedVertical%3Acompany%2CclickedEntityId%3A13221050%2Cidx%3A2-1-2%2CtarId%3A1476420479247%2Ctas%3Acashless%20catalyst\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"twitter\" href=\"https://twitter.com/cashlesscatalys\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"youtube-play\" href=\"https://www.youtube.com/channel/UChuc38_PfawDOu44IfYS4lw\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][/vc_column][vc_column width=\"1/4\"][/vc_column][/vc_row]', 'STRENGTHENING THE POTENTIAL OF DIGITAL FINANCE FOR WOMEN IN BHATTA BASTI', '', 'inherit', 'closed', 'closed', '', '39707-autosave-v1', '', '', '2018-12-24 06:33:09', '2018-12-24 06:33:09', '', 39707, 'https://cashlesscatalyst.org/media/39707-autosave-v1/', 0, 'revision', '', 0);
INSERT INTO `in_posts` (`ID`, `post_author`, `post_date`, `post_date_gmt`, `post_content`, `post_title`, `post_excerpt`, `post_status`, `comment_status`, `ping_status`, `post_password`, `post_name`, `to_ping`, `pinged`, `post_modified`, `post_modified_gmt`, `post_content_filtered`, `post_parent`, `guid`, `menu_order`, `post_type`, `post_mime_type`, `comment_count`) VALUES
(39783, 12, '2018-12-21 11:43:26', '2018-12-21 11:43:26', '[vc_row equal_height=\"yes\" content_placement=\"middle\" type=\"image\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"110\" padding_bottom=\"0\" bg_image=\"39725\"][vc_column][kleo_gap size=\"100px\"][vc_row_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][vc_column_inner width=\"2/3\"][vc_custom_heading text=\"STRENGTHENING THE POTENTIAL OF DIGITAL FINANCE FOR WOMEN IN BHATTA BASTI\" font_container=\"tag:h2|font_size:48px|text_align:center|color:%23ffffff|line_height:54px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][kleo_gap size=\"140px\"][/vc_column][/vc_row][vc_row equal_height=\"yes\" content_placement=\"middle\" padding_bottom=\"0\"][vc_column width=\"1/2\"][/vc_column][vc_column width=\"1/2\"][vc_row_inner equal_height=\"yes\" content_placement=\"middle\"][vc_column_inner width=\"5/12\"][/vc_column_inner][vc_column_inner width=\"1/3\" css=\".vc_custom_1488531456733{padding-right: 0px !important;}\"][vc_column_text letter_spacing=\"\"][addtoany][/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1488531444909{padding-left: 0px !important;}\"][kleo_button title=\"Print this page\" href=\"https://cashlesscatalyst.org/wp-content/uploads/2018/09/Dairy-Learning-Note.pdf\" target=\"_blank\" style=\"custom\" position=\"left\" size=\"lg\" special=\"no\" border=\"no\" icon=\"print\" font_size=\"16px\" letter_spacing=\"\" el_class=\"grey-icon\" custom_text=\"#d11e3c\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner css=\".vc_custom_1537456868816{margin-bottom: 35px !important;}\"][vc_column_inner width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]<p>Development experts argue that digital financial services could empower the poor via new technologies that have the potential to provide greater financial inclusion and expansion of basic services.<sup>1</sup> Nevertheless, for digital financial services to achieve their full impact through this rapidly growing technology, women must be included as well.<sup>2</sup> Data indicates that when it comes to knowledge and usage of technology, women lag behind.</p>\r\n<p>Recognizing the critical role digital payments can play in deepening financial inclusion, CATALYST adopted a holistic approach towards going digital with a focus on bringing low-income individuals, including women, into the digital payments ecosystem.</p>\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]<p> It initiated an experiment to bring poor households of Bhatta Basti – a low-income slum in Jaipur, Rajasthan – into the formal banking system, promoting active bank usage and providing handholding support to early adopters of digital payment solutions.</p>\r\n<p>This paper covers several field stories, underlining the barriers and opportunities to engaging women in adoption of digital payment solutions.</p>\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]<em><sup>1</sup> http://www.worldbank.org/en/news/feature/2014/04/10/digital-finance-empowering-poor-new-technologies\r\n\r\n<sup>2</sup> http://www.nytimes.com/2015/04/02/business/dealbook/melinda-gates-cellphones-for-women-aid-ascent-from-poverty.html\r\n\r\n</em>\r\n\r\n[/vc_column_text][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" bg_image=\"39726\"][vc_column][vc_custom_heading text=\"GENDER DISPARITY IN FUNCTIONAL DEBIT CARD AND A SMARTPHONE OWNERSHIP\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In order to understand account holders’ access to functional debit cards (with the PIN generated) and smartphones, we contacted 619 account holders (48 percent were women and 52 percent were men).\r\n<ul>\r\n	<li>Only 16 percent of women account holders had a functional debit card compared to 27 percent of male account holders; and</li>\r\n	<li>Only 33 percent of women account holders had a smart phone, compared to 56 percent of male account holders.</li>\r\n</ul>\r\n[/vc_column_text][vc_single_image image=\"39712\" img_size=\"full\" alignment=\"center\"][vc_column_text font_size=\"14px\" letter_spacing=\"\"]<em>Women queuing up at the local bank branch in Bhatta Basti. A qualitative interview with these women helped us understand that even though banks were not considered part of their trusted service providers, bank accounts, loans and debit cards were desired by them.\r\n\r\n</em>\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"39727\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"WOMEN, PHONES AND THE ROLE OF HUSBAND\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=\"1/3\"][vc_single_image image=\"39763\" img_size=\"full\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"2/3\"][vc_column_text text_color=\"#383b3b\" font_size=\"14px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify \"]<em>Heena had recently received a smartphone from her husband as a birthday gift. However, she did not have access to social media tools such as Facebook, YouTube or WhatsApp when we met her. Her mobile number was not registered with her bank account. On being asked, she said was not interested in downloading digital payment applications, unless her husband had no objection to her using them.\r\n\r\n</em>\r\n\r\n[/vc_column_text][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]We visited 16 households of women account holders who owned smartphones, had functional debit cards (wit the PIN generated) and mobile numbers that were registered with the bank accounts. Our goal was to provide information about Unified Payment Interface (UPI) and other digital payment solutions, and get them onboarded on the UPI platform. These women explicitly agreed in advance to our visits (they were provided an option to opt out at any point).\r\n\r\nWe learned that it was the men who were usually in charge of women’s smartphones and decisions related to financial products and services. For example, despite allotting female field staff to visit these households, women invited their husbands to be present in the meetings, and men took the lead in communicating with our field staff. In all cases, the men insisted that our field staff install and register the UPI app on their phones as well, which we did. We called these women three weeks after our visits; almost all reported that their husbands were actively using the payment solution, not them.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"39729\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"ENGAPING MEN IN REACHING WOMEN\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In Bhatta Basti, women generally provided the mobile numbers of their husbands at the time of opening a bank account. Hence, to understand to what extent men control women’s access to information and mobility, we conducted an experiment by calling 94 women account holders. The purpose of the call was to invite these women to attend financial literacy sessions that we had organized in Bhatta Basti in partnership with a trusted community organization, Sewa.\r\n\r\nForty-six calls (48 percent) were received by men. When we enquired about the woman account holder, only 14 men passed on the phone to the woman. The rest insisted that we explain the purpose of the call to them and they would convey the message to their wives:\r\n<ul>\r\n	<li>From this group, 17 women attended the training (37 percent); and</li>\r\n	<li>These 17 women reported that their husbands’ knowledge about the training made it easier for them to attend. All reported that their husbands’ positive perception of the training influenced them to participate.</li>\r\n</ul>\r\nForty-eight calls (52 percent) were attended by women and we explained the purpose of the call directly to them without engaging the men:\r\n<ul>\r\n	<li>From this group, 12 women (25 percent) attended the training; and</li>\r\n	<li>Even these 12 women reported that they had to inform their husbands about the training before attending the sessions.</li>\r\n</ul>\r\nWe then called those who did not attend the training. Almost all men reported that they had informed their wives but there was no evidence if the information had been conveyed or not. Women who answered the calls reported lack of time as the main constraint for not attending the sessions.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=\"1/4\"][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"39772\" img_size=\"full\" alignment=\"center\"][vc_column_text font_size=\"14px\" letter_spacing=\"\"]<em>Women attending a financial literacy session\r\n\r\n</em>\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/4\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"39730\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"ENGAGING WOMEN USING WHATSAPP\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]<p>We also learned that the best way for women to learn more about technology and gain some independence was through on-device learning; in other words, teaching the women through the phone itself.</p>\r\n<p>After onboarding the six women, we decided to create a WhatsApp group so we could encourage group discussions and send out reminders via the WhatsApp social group to promote conversations on digital payment solutions. The members were active in generating interest and sharing good news with each other. For example, when a woman received her first cash back offer, she shared it with others which encouraged other women to make digital transactions too. It is to be noted that we had created such a WhatsApp group with the men too which was not as active as the women’s group.</p>\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"39714\" img_size=\"531 × 412\" alignment=\"center\"][vc_column_text font_size=\"14px\" letter_spacing=\"\"]<em>Mamta had attended the financial literacy training, where she heard about the benefits of phone-based digital payment solutions, such as the UPI app. She reached out to our female field staff to help her download and register the UPI app. When Mamta made her first transaction, she received a cash back offer of INR 100. A week after onboarding, Mamta reached out to the field staff again. She had formed a group of six women who were willing to adopt the UPI app to take advantage of the cash back offers.\r\n\r\n</em>\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"39781\" img_size=\"full\" alignment=\"center\"][vc_column_text font_size=\"14px\" letter_spacing=\"\"]<p><em>A screenshot of a WhatsApp conversation. Mamta is sharing that she transferred money using Google Pay and earned INR 302. She transferred money to two people – her husband and sister-in-law.</p>\r\n<p></em></p>\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"39731\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"PROFILE OF WOMEN WHO ADOPTED DIGITAL PAYMENT SOLUTIONS IN BHATT BASTI\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner width=\"5/12\"][vc_single_image image=\"39775\" img_size=\"full\" alignment=\"center\"][/vc_column_inner][vc_column_inner el_class=\"normal-style\" width=\"7/12\"][vc_column_text font_size=\"14px\" letter_spacing=\"\"]<em>Mamta revealed, “The biggest benefit of this app is that we have control on recharging our own phone. Since we cannot go to mobile shops to recharge the phone, we had to rely on our husbands. Now with cash back offers, we not only get additional money but we can use this money to recharge our phones using the UPI app. We feel more in control of our phones.”</em>\r\n\r\n[/vc_column_text][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]<p>Like other women in Bhatta Basti, these women also faced certain restrictions on mobility; were running home-based enterprises; and did not have any financial decision-making authority. They owned smartphones which were given to them by their husbands.</p>\r\n<p>While the household income played a key role in the adoption of digital payment solutions, in the women’s case, two distinct characteristics – education\r\n(college graduates) and relationship with their husbands – influenced their decision to adopt digital payment solutions. Additionally, the ability to recharge their phones on their own, using the UPI platform, was the biggest value proposition for these women to actively adopt digital payments.</p>\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#d1203d\" padding_top=\"100\" padding_bottom=\"100\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"KEY LEARNINGS\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\" width=\"1/2\" css=\".vc_custom_1545318245280{margin-top: 10px !important;margin-right: 10px !important;margin-bottom: 10px !important;margin-left: 10px !important;padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]\r\n<p style=\"color:#ffffff;\">If financial providers or organizations plan to engage women, it is important that they engage with men as well and make the messaging on products and services relevant to the entire family, not just the women.</p>\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\" css=\".vc_custom_1545318253567{margin-top: 10px !important;margin-right: 10px !important;margin-bottom: 10px !important;margin-left: 10px !important;padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]\r\n<p style=\"color:#ffffff;\">Generalized marketing messages without customization aimed at women customers might not generate sufficient motivation to adopt digital payment solutions as women cannot relate to messages that do not resonate with their day-today lifestyle. For example, the ability to recharge their mobile phones on their own (without depending on their husbands) using mobile-based digital payment solutions such as the UPI app might be a powerful message to attract early adopters.</p>\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\" width=\"1/2\" css=\".vc_custom_1545318245280{margin-top: 10px !important;margin-right: 10px !important;margin-bottom: 10px !important;margin-left: 10px !important;padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]\r\n<p style=\"color:#ffffff;\">The task of getting new women account holders onboarded onto digital payment platforms requires the highest degree of handholding support throughout the process ending with helping an account holder make the first transaction. Nevertheless, providing handholding support to every woman is not possible. Hence, it is important to understand the profile of potential early women adopters who should be targeted for handholding support. While education and income of a woman might be an important metric for segmentation, we learned that any intervention is affected by the household and gender relations. It is, therefore, important to explore intrahousehold gender dynamics as well. For example, the woman who adopted the UPI app and influenced a few others to join was educated and independent compared to the majority of women in Bhatta Basti.Nonetheless, she would have rejected the use of the UPI app had her husband strongly\r\nopposed it.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\" css=\".vc_custom_1545318253567{margin-top: 10px !important;margin-right: 10px !important;margin-bottom: 10px !important;margin-left: 10px !important;padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]\r\n<p style=\"color:#ffffff;\">The best way for women to learn more about technology and gain some independence is through the phone itself. However, the penetration of smartphones is still low among women in urban slums. Given that the ownership of smartphones is on the rise in emerging economies, the likelihood of more women owning smartphones is high in the near future. Hence, context-specific financial literacy using technology ( the power of media such asWhatsApp groups, mobile and the internet) is a key to promoting the concept of digital payment solutions in a community such as Bhatta Basti. One can create a userfriendly app using pictures and videos while keeping the local context in mind, by including familiar physical locations and using the local language to communicate information so as to provide a value proposition to women for using digital payment solutions.</p>\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][kleo_button title=\"Download full report\" href=\"https://cashlesscatalyst.org/wp-content/uploads/2018/12/w-and-d.pdf\" target=\"_blank\" position=\"center\" size=\"lg\" type=\"boxed-icon\" special=\"no\" icon=\"download\" font_size=\"14px\" letter_spacing=\"\" el_class=\"pkirbtn\" icon_custom_background=\"#d11e3c\" icon_custom_text=\"#ffffff\"][/vc_column][/vc_row][vc_row el_id=\"footer_area\" text_align=\"center\" type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" padding_top=\"50px\" padding_bottom=\"50px\" bg_image=\"7886\"][vc_column width=\"1/4\"][/vc_column][vc_column width=\"1/2\" offset=\"vc_col-lg-offset-0 vc_col-md-offset-0 vc_col-sm-offset-0\"][vc_single_image image=\"7888\" img_size=\"full\" alignment=\"center\"][vc_column_text text_color=\"#ffffff\" font_size=\"14px\" letter_spacing=\"\" css=\".vc_custom_1484826151396{margin-top: 35px !important;margin-bottom: 5px !important;padding-right: 20px !important;}\"]\r\n<p style=\"text-align: center;\">CATALYST is an initiative seeded by an alliance between the Government of India &amp; USAID, to expand digital payments and financial inclusion in India, especially for small merchants and low-income consumers.</p>\r\n\r\n[/vc_column_text][kleo_gap][vc_column_text letter_spacing=\"\" css=\".vc_custom_1484051069491{margin-bottom: 0px !important;}\"]\r\n<p style=\"text-align: center;\">[email-newsletter-plugin]</p>\r\n\r\n[/vc_column_text][kleo_icon icon=\"facebook\" href=\"https://www.facebook.com/CashlessCatalyst/\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"linkedin\" href=\"https://www.linkedin.com/company/13221050?trk=tyah&amp;trkInfo=clickedVertical%3Acompany%2CclickedEntityId%3A13221050%2Cidx%3A2-1-2%2CtarId%3A1476420479247%2Ctas%3Acashless%20catalyst\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"twitter\" href=\"https://twitter.com/cashlesscatalys\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"youtube-play\" href=\"https://www.youtube.com/channel/UChuc38_PfawDOu44IfYS4lw\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][/vc_column][vc_column width=\"1/4\"][/vc_column][/vc_row]', 'STRENGTHENING THE POTENTIAL OF DIGITAL FINANCE FOR WOMEN IN BHATTA BASTI', '', 'inherit', 'closed', 'closed', '', '39707-revision-v1', '', '', '2018-12-21 11:43:26', '2018-12-21 11:43:26', '', 39707, 'https://cashlesscatalyst.org/media/39707-revision-v1/', 0, 'revision', '', 0),
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INSERT INTO `in_posts` (`ID`, `post_author`, `post_date`, `post_date_gmt`, `post_content`, `post_title`, `post_excerpt`, `post_status`, `comment_status`, `ping_status`, `post_password`, `post_name`, `to_ping`, `pinged`, `post_modified`, `post_modified_gmt`, `post_content_filtered`, `post_parent`, `guid`, `menu_order`, `post_type`, `post_mime_type`, `comment_count`) VALUES
(39716, 12, '2018-12-20 14:45:23', '2018-12-20 14:45:23', '[vc_row equal_height=\"yes\" content_placement=\"middle\" type=\"image\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"110\" padding_bottom=\"0\" bg_image=\"26460\"][vc_column][kleo_gap size=\"100px\"][vc_row_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][vc_column_inner width=\"2/3\"][vc_custom_heading text=\"STRENGTHENING THE POTENTIAL OF DIGITAL FINANCE FOR WOMEN IN BHATTA BASTI\" font_container=\"tag:h2|font_size:48px|text_align:center|color:%23ffffff|line_height:54px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][kleo_gap size=\"140px\"][kleo_gap size=\"50px\"][/vc_column][/vc_row][vc_row equal_height=\"yes\" content_placement=\"middle\" padding_bottom=\"0\"][vc_column width=\"1/2\"][/vc_column][vc_column width=\"1/2\"][vc_row_inner equal_height=\"yes\" content_placement=\"middle\"][vc_column_inner width=\"5/12\"][/vc_column_inner][vc_column_inner width=\"1/3\" css=\".vc_custom_1488531456733{padding-right: 0px !important;}\"][vc_column_text letter_spacing=\"\"][addtoany][/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1488531444909{padding-left: 0px !important;}\"][kleo_button title=\"Print this page\" href=\"https://cashlesscatalyst.org/wp-content/uploads/2018/09/Dairy-Learning-Note.pdf\" target=\"_blank\" style=\"custom\" position=\"left\" size=\"lg\" special=\"no\" border=\"no\" icon=\"print\" font_size=\"16px\" letter_spacing=\"\" el_class=\"grey-icon\" custom_text=\"#d11e3c\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_custom_heading text=\"BACKGROUND\" font_container=\"tag:h2|font_size:26px|text_align:left|color:%23383b3b|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][vc_row_inner css=\".vc_custom_1537456868816{margin-bottom: 35px !important;}\"][vc_column_inner width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Development experts argue that digital financial services could empower the poor via new technologies that have the potential to provide greater financial inclusion and expansion of basic services.1 Nevertheless, for digital financial services to achieve their full impact through this rapidly growing technology, women must be included as well.2 Data indicate that when it comes to knowledge and usage of technology, women lag behind.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Recognizing the critical role digital payments can play in deepening financial inclusion, CATALYST adopted a holistic approach towards going digital with a focus on bringing low-income individuals, including women, into the digital payments ecosystem. It initiated an experiment to bring poor households of Bhatta Basti – a low-income slum in Jaipur, Rajasthan – into the formal banking system, promoting active bank usage and providing handholding support to early adopters of digital payment solutions.\r\n\r\nThis paper covers several field stories, underlining the barriers and opportunities to engaging women in adoption of digital payment solutions.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]1. http://www.worldbank.org/en/news/feature/2014/04/10/digital-finance-empowering-poor-new-technologies\r\n\r\n2. http://www.nytimes.com/2015/04/02/business/dealbook/melinda-gates-cellphones-for-women-aid-ascent-from-poverty.html\r\n\r\n[/vc_column_text][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" bg_image=\"26489\"][vc_column][vc_custom_heading text=\"GENDER DISPARITY IN FUNCTIONAL DEBIT CARD AND A SMARTPHONE OWNERSHIP\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In order to understand account holders’ access to functional debit cards (with the PIN generated) and smartphones, we contacted 619 account holders (48 percent were women and 52 percent were men).\r\n<ul>\r\n	<li>Only 16 percent of women account holders had a functional debit card compared to 27 percent of male account holders; and</li>\r\n	<li>Only 33 percent of women account holders had a smart phone, compared to 56 percent of male account holders.</li>\r\n</ul>\r\n[/vc_column_text][vc_single_image image=\"39712\" img_size=\"full\" alignment=\"center\"][vc_column_text letter_spacing=\"\"]Women queuing up at the local bank branch in Bhatta Basti. A qualitative interview with these women helped us understand that even though banks were not considered part of their trusted service providers, bank accounts, loans and debit cards were desired by them.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26490\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"WOMEN, PHONES AND THE ROLE OF HUSBAND\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner el_class=\"normal-style \" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]We visited 16 households of women account holders who owned smartphones, had functional debit cards (wit the PIN generated) and mobile numbers that were registered with the bank accounts. Our goal was to provide information about Unified Payment Interface (UPI) and other digital payment solutions, and get them onboarded on the UPI platform. These women explicitly agreed in advance to our visits (they were provided an option to opt out at any point).\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner el_class=\"normal-style \" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify \"]We learned that it was the men who were usually in charge of women’s smartphones and decisions related to financial products and services. For example, despite allotting female field staff to visit these households, women invited their husbands to be present in the meetings, and men took the lead in communicating with our field staff. In all cases, the men insisted that our field staff install and register the UPI app on their phones as well, which we did. We called these women three weeks after our visits; almost all reported that their husbands were actively using the payment solution, not them.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]Heena had recently received a smartphone from her husband as a birthday gift. However, she did not have access to social media tools such as Facebook, YouTube or WhatsApp when we met her. Her mobile number was not registered with her bank account. On being asked, she said was not interested in downloading digital payment applications, unless her husband had no objection to her using them.\r\n\r\n[/vc_column_text][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26491\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"ENGAPING MEN IN REACHING WOMEN\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]<p>In Bhatta Basti, women generally provided the mobile numbers of their husbands at the time of opening a bank account. Hence, to understand to what extent men control women’s access to information and mobility, we conducted an experiment by calling 94 women account holders. The purpose of the call was to invite these women to attend financial literacy sessions that we had organized in Bhatta Basti in partnership with a trusted community organization,\r\nSewa.</p>\r\n<p>Forty-six calls (48 percent) were received by men. When we enquired about the woman account holder, only 14 men passed on the phone to the woman. The rest insisted that we explain the purpose of the call to them and they would convey the message to their wives:</p>\r\n<ul>\r\n<li>From this group, 17 women attended the training (37 percent); and</li>\r\n<li>These 17 women reported that their husbands’ knowledge about the training made it easier for them to attend. All reported that their husbands’ positive perception of the training influenced them to participate.</li>\r\n</ul>\r\n<p>Forty-eight calls (52 percent) were attended by women and we explained the purpose of the call directly to them without engaging the men:</p>\r\n<ul>\r\n<li>From this group, 12 women (25 percent) attended the training; and</li>\r\n<li>Even these 12 women reported that they had to inform their husbands about the training before attending the sessions.</li>\r\n</ul>\r\n<p>We then called those who did not attend the training. Almost all men reported that they had informed their wives but there was no evidence if the information had been conveyed or not. Women who answered the calls reported lack of time as the main constraint for not attending the sessions.</p>[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26492\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"ENGAGING WOMEN USING WHATSAPP\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]<P>We also learned that the best way for women to learn more about technology and gain some independence was through ondevice learning;in other words, teaching the women through the phone itself.</P>\r\n<P>After onboarding the six women, we decided to create a WhatsApp group so we could encourage group discussions and send out reminders via the WhatsApp social group to promote conversations on digital payment solutions. The members were active in generating interest and sharing good news with each other. For example, when a woman received her first cash back offer, she shared it with others which encouraged other women to make digital transactions too. It is to be noted that we had created such a WhatsApp group with the men too which was not as active as thewomen’s group.</P>[/vc_column_text][vc_row_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"39714\" img_size=\"full\" alignment=\"center\"][vc_column_text letter_spacing=\"\"]<p>Mamta had attended the financial literacy training, where she heard about the benefits of phone-based digital payment solutions, such as the UPI app. She reached out to our female field staff to help her download and register the UPI app. When Mamta made her first transaction, she received a cash back offer of INR 100. A week after onboarding, Mamta reached out to the field staff again. She had formed a group of six women who were willing to adopt the UPI app to take advantage of the cash back offers.</p>\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"39715\" img_size=\"full\" alignment=\"center\"][vc_column_text letter_spacing=\"\"]<p>A screenshot of a WhatsApp conversation. Mamta is sharing that she transferred money using Google Pay and earned INR 302. She transferred money to two people – her husband and sisterin-law.</p>\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26493\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"PROFILE OF WOMEN WHO ADOPTED DIGITAL PAYMENT SOLUTIONS IN BHATT BASTI\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]<P>Like other women in Bhatta Basti, these women also faced certain restrictions on mobility; were running home-based enterprises; and did not have any financial decision-making authority. They owned smartphones which was given to them by their husbands.</P>\r\n<P>While the household income played a key role in the adoption of digital payment solutions, in the women’s case, two distinct characteristics – education\r\n(college graduates) and relationship with their husbands – influenced their decision to adopt digital payment solutions. Additionally, the ability to recharge their phones on their own, using the UPI platform, was the biggest value proposition for these women to actively adopt digital payments.</P>[/vc_column_text][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]While in the long run, this behavior change would build the retailer’s banking as well as digital payments history – potentially making them eligible for loans and subsequently other benefits associated with financial inclusion – in the absence of any immediately visible incentives, this behavior change could be challenging.\r\n\r\nMorning hours are the high footfall period for these retailers; and since they usually operate alone, expecting them to leave their store to deposit cash in their banks every day is not a feasible solution. The distance to the bank branch and long lines add to the time loss. Undertaking this on a daily basis will transfer the undue burden to the retailers. And without their cooperation, digital payments uptake along the supply chain is bound to fail.\r\n\r\nApart from the above challenges, Paybee also faced certain operational issues in the process of digitizing invoices. As usual practice, during manual processing of invoice and payments, small deviations in the stock purchase were manually adjusted on a day-to-day basis by the retailers and distributor sales agents. However, after digitization, these operational adjustments were not possible. Also, digitization largely brought down any scope for unscrupulous practices in the supply chain, which was not much appreciated by some stakeholders.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26494\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"POTENTIAL SOLUTIONS FOR RETAILER CASH DIGITIZATION\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In order to digitize the retailer to distributor payments in the dairy supply chain, the issue of cash digitization needed to be resolved. While the sustainable solution is to digitize payments throughout the supply chain, i.e. from consumer to retailer (C2B) and from retailer to distributor (B2B), thus move cash entirely out of the system. This requires transformational behavioral change, which is beyond the scope and tenure of this pilot. Thus, an interim sustainable solution was essential. Taking a cue from other sectors, where cash collection takes place regularly, a third solution namely, the Business Correspondent (BC) model was evaluated. BCs are agents who operate on behalf of the bank, providing limited banking services to merchants or consumers. Within the BC model there could be two modes of operation. Under the first mode, these BCs could be located at nearby stores, which means the retailer would have to go to the BC’s location and deposit money. While this method is simpler than bank visits (as the distance traveled transaction time would be lower) it still does not resolve the issue of the retailer having to close shop to make this trip.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26495\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"THE NEXT STAGE\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]<p>Mamta revealed, “The biggest benefit of this app is that we have control on recharging our own phone. Since we cannot go to mobile shops to recharge the phone, we had to rely on our husbands. Now with cash back offers, we not only get additional money but we can use this money to recharge our phones using the UPI app. We feel more in control of our phones.”</p>\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26496\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"KEY LEARNINGS\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]One of the solutions is UPI, given the retailers comfort with using this for the distributor payments as well as the bank-to-bank instant transfer feature. Other solutions being tested include biometric (Aadhar-based) payments and providing digital credit records or ‘Khaata’. We hope that these short experiments will provide a greater understanding of the type of solution suitable for this use case as well as insights into ultimately digitizing the entire dairy supply chain.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_column_text letter_spacing=\"\"]\r\n<p style=\"text-align: left;\"><span style=\"color: #da092b;\">TECHNICAL WRITERS:</span> Tunisha Kapoor and Preethi Rao</p>\r\n<p style=\"text-align: left;\"><span style=\"color: #da092b;\">ACKNOWLEDGEMENTS:</span> The authors would like to thank PayBee team.</p>\r\n\r\n[/vc_column_text][kleo_button title=\"Download full report\" href=\"https://cashlesscatalyst.org/wp-content/uploads/2018/09/Dairy-Learning-Note.pdf\" target=\"_blank\" position=\"center\" size=\"lg\" type=\"boxed-icon\" special=\"no\" icon=\"download\" font_size=\"14px\" letter_spacing=\"\" el_class=\"pkirbtn\" icon_custom_background=\"#d11e3c\" icon_custom_text=\"#ffffff\"][/vc_column][/vc_row][vc_row el_id=\"footer_area\" text_align=\"center\" type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" padding_top=\"50px\" padding_bottom=\"50px\" bg_image=\"7886\"][vc_column width=\"1/4\"][/vc_column][vc_column width=\"1/2\" offset=\"vc_col-lg-offset-0 vc_col-md-offset-0 vc_col-sm-offset-0\"][vc_single_image image=\"7888\" img_size=\"full\" alignment=\"center\"][vc_column_text text_color=\"#ffffff\" font_size=\"14px\" letter_spacing=\"\" css=\".vc_custom_1484826151396{margin-top: 35px !important;margin-bottom: 5px !important;padding-right: 20px !important;}\"]\r\n<p style=\"text-align: center;\">CATALYST is an initiative seeded by an alliance between the Government of India &amp; USAID, to expand digital payments and financial inclusion in India, especially for small merchants and low-income consumers.</p>\r\n\r\n[/vc_column_text][kleo_gap][vc_column_text letter_spacing=\"\" css=\".vc_custom_1484051069491{margin-bottom: 0px !important;}\"]\r\n<p style=\"text-align: center;\">[email-newsletter-plugin]</p>\r\n\r\n[/vc_column_text][kleo_icon icon=\"facebook\" href=\"https://www.facebook.com/CashlessCatalyst/\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"linkedin\" href=\"https://www.linkedin.com/company/13221050?trk=tyah&amp;trkInfo=clickedVertical%3Acompany%2CclickedEntityId%3A13221050%2Cidx%3A2-1-2%2CtarId%3A1476420479247%2Ctas%3Acashless%20catalyst\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"twitter\" href=\"https://twitter.com/cashlesscatalys\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"youtube-play\" href=\"https://www.youtube.com/channel/UChuc38_PfawDOu44IfYS4lw\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][/vc_column][vc_column width=\"1/4\"][/vc_column][/vc_row]', 'STRENGTHENING THE POTENTIAL OF DIGITAL FINANCE FOR WOMEN IN BHATTA BASTI', '', 'inherit', 'closed', 'closed', '', '39707-revision-v1', '', '', '2018-12-20 14:45:23', '2018-12-20 14:45:23', '', 39707, 'https://cashlesscatalyst.org/media/39707-revision-v1/', 0, 'revision', '', 0);
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(39713, 12, '2018-12-20 13:08:08', '2018-12-20 13:08:08', '[vc_row equal_height=\"yes\" content_placement=\"middle\" type=\"image\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"110\" padding_bottom=\"0\" bg_image=\"26460\"][vc_column][kleo_gap size=\"100px\"][vc_row_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][vc_column_inner width=\"2/3\"][vc_custom_heading text=\"STRENGTHENING THE POTENTIAL OF DIGITAL FINANCE FOR WOMEN IN BHATTA BASTI\" font_container=\"tag:h2|font_size:48px|text_align:center|color:%23ffffff|line_height:54px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][kleo_gap size=\"140px\"][kleo_gap size=\"50px\"][/vc_column][/vc_row][vc_row equal_height=\"yes\" content_placement=\"middle\" padding_bottom=\"0\"][vc_column width=\"1/2\"][/vc_column][vc_column width=\"1/2\"][vc_row_inner equal_height=\"yes\" content_placement=\"middle\"][vc_column_inner width=\"5/12\"][/vc_column_inner][vc_column_inner width=\"1/3\" css=\".vc_custom_1488531456733{padding-right: 0px !important;}\"][vc_column_text letter_spacing=\"\"][addtoany][/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1488531444909{padding-left: 0px !important;}\"][kleo_button title=\"Print this page\" href=\"https://cashlesscatalyst.org/wp-content/uploads/2018/09/Dairy-Learning-Note.pdf\" target=\"_blank\" style=\"custom\" position=\"left\" size=\"lg\" special=\"no\" border=\"no\" icon=\"print\" font_size=\"16px\" letter_spacing=\"\" el_class=\"grey-icon\" custom_text=\"#d11e3c\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_custom_heading text=\"BACKGROUND\" font_container=\"tag:h2|font_size:26px|text_align:left|color:%23383b3b|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][vc_row_inner css=\".vc_custom_1537456868816{margin-bottom: 35px !important;}\"][vc_column_inner width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]<p>Development experts argue that digital financial services could empower the poor via new technologies that have the potential to provide greater financial inclusion and expansion of basic services.1 Nevertheless, for digital financial services to achieve their full impact through this rapidly growing technology, women must be included as well.2 Data indicate that when it comes to knowledge and usage of technology, women lag behind.</p>\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]<p>Recognizing the critical role digital payments can play in deepening financial inclusion, CATALYST adopted a holistic approach towards going digital with a focus on bringing low-income individuals, including women, into the digital payments ecosystem. It initiated an experiment to bring poor households of Bhatta Basti – a low-income slum in Jaipur, Rajasthan – into the formal banking system, promoting active bank usage and providing handholding support to early adopters of digital payment solutions.</p>\r\n<p>This paper covers several field stories, underlining the barriers and opportunities to engaging women in adoption of digital payment solutions.</p>\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]<p>1. http://www.worldbank.org/en/news/feature/2014/04/10/digital-finance-empowering-poor-new-technologies</p>\r\n<p>2. http://www.nytimes.com/2015/04/02/business/dealbook/melinda-gates-cellphones-for-women-aid-ascent-from-poverty.html</p>\r\n[/vc_column_text][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" bg_image=\"26489\"][vc_column][vc_custom_heading text=\"GENDER DISPARITY IN FUNCTIONAL DEBIT CARD AND A SMARTPHONE OWNERSHIP\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]<P>In order to understand account holders’ access to functional debit cards (with the PIN generated) and smartphones, we contacted 619 account holders (48 percent were women and 52 percent were men).</P>\r\n<ul>\r\n<li>Only 16 percent of women account holders had a functional debit card compared to 27 percent of male account holders; and</li>\r\n<li>Only 33 percent of women account holders had a smart phone, compared to 56 percent of male account holders.</li>\r\n</ul>\r\n[/vc_column_text][vc_single_image image=\"39712\" img_size=\"full\" alignment=\"center\"][vc_column_text letter_spacing=\"\"]<p>Women queuing up at the local bank branch in Bhatta Basti. A qualitative interview with these women helped us understand that even though banks were not considered part of their trusted service providers, bank accounts, loans and debit cards were desired by them.</p>\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26490\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"WOMEN, PHONES AND THE ROLE OF HUSBAND\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner el_class=\"normal-style \" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]<p>We visited 16 households of women account holders who owned smartphones, had functional debit cards (wit the PIN generated) and mobile numbers that were registered with the bank accounts. Our goal was to provide information about Unified Payment Interface (UPI) and other digital payment solutions, and get them onboarded on the UPI platform. These women explicitly agreed in advance to our visits (they were provided an option to opt out at any point).</p>\r\n[/vc_column_text][/vc_column_inner][vc_column_inner el_class=\"normal-style \" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify \"]<p>We learned that it was the men who were usually in charge of women’s smartphones and decisions related to financial products and services. For example, despite allotting female field staff to visit these households, women invited their husbands to be present in the meetings, and men took the lead in communicating with our field staff. In all cases, the men insisted that our field staff install and register the UPI app on their phones as well, which we did. We called these women three weeks after our visits; almost all reported that their husbands were actively using the payment solution, not them.</p>\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]<p>Heena had recently received a smartphone from her husband as a birthday gift. However, she did not have access to social media tools such as Facebook, YouTube or WhatsApp when we met her. Her mobile number was not registered with her bank account. On being asked, she said was not interested in downloading digital payment applications, unless her husband had no objection to her using them.</p>\r\n[/vc_column_text][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26491\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"ENGAPING MEN IN REACHING WOMEN\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]The first step was identifying possible solution types that could be applicable to this use case. Any retailer-to-distributor solution needed to be an instant bank-to-bank transfer, keeping in mind the daily payments requirement. Considering three distinct features – remote payment option, digital invoice (for retailer and distributor), and costing – UPI was identified as the most appropriate solution. Possible solution partners were identified by Catalyst and the shortlisted candidates presented their solution to the distributor. A solution provider, Paybee, was selected based on meetings and in consultation with the distributor. The decision was based on solution readiness, ease of use, costing, and investment by the solution provider. After the solution selection, it was important to design a strategy for adoption, therefore a shop-to-shop adoption drive was started by the solution provider. In order to build trust with the solution as well as the solution provider, one of the distributor’s employees went along with the solution provider’s team for the initial introductions.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner el_class=\"normal-style\" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]The solution provider ensured that the retailers who were interested in adopting the solution were given thorough onboarding instructions and hand-holding was provided for an initial few transactions to ensure they were comfortable with using the solution.\r\n\r\nThe hard copy invoice shared by the distributor in the morning and traditionally used by the supply team was required to be digitized by the solution provider and sent out to the retailers for making payments. The pilot was initially started with one distributor and extended to others as the pilot progressed.\r\n\r\nWhile there are enough benefits of going digital for the distributor, the retailer\'s story was still unclear in terms of our pitch for adoption. Our assumption was that retailers might be averse to behavior change and might prefer the status quo even if it may have challenges. However, the retailers were largely positive and many agreed to try it out, which was a welcome development.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26492\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"SOLUTION ACCEPTABILITY\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Though only around 10 percent of the retailers who adopted the solution became active users, it was interesting to see that the retailers who started actively using the solution largely continued paying through the app and did not go back to cash. Some of the factors that influenced the retailers to adopt the solution include: no cost burden on retailers, transparency in invoicing, push from the distributor, and the assistance provided by the solution provider in completing any banking formalities for successful adoption. While earlier the transactions between the distributor and retailer had a paper trail and sometimes there were disputes in payments as well, with the adoption of the digital solution all records of invoices as well as payments were available digitally to both parties; thus minimizing errors and providing referable supporting documents. One of the other benefits of going digital as quoted by the retailers was the lack of physical interaction with the distributor’s employees; as sometimes the cash collection agents made multiple visits or came to collect payments during high footfall periods thus inconveniencing the retailers. With digital payments, they now had the freedom to pay at their convenience – provided it was within the stipulated time period.\r\n\r\nThe solution provider also tweaked their application as they progressed through the pilot such as adding a feature of having multiple logins for the distributor’s employees to keep track of payments but at the same time limiting their access to functions. Another upgrade was to include a call feature to make it easy for the team following up on the payments.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_custom_heading text=\"How to make payment\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23383b3b|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\" padding_top=\"0\" padding_bottom=\"100\"][vc_column width=\"1/12\"][/vc_column][vc_column width=\"1/6\"][vc_single_image image=\"26481\" img_size=\"full\" alignment=\"center\"][/vc_column][vc_column width=\"1/6\"][vc_single_image image=\"26482\" img_size=\"full\" alignment=\"center\"][/vc_column][vc_column width=\"1/6\"][vc_single_image image=\"26483\" img_size=\"full\" alignment=\"center\"][/vc_column][vc_column width=\"1/6\"][vc_single_image image=\"26504\" img_size=\"full\" alignment=\"center\"][/vc_column][vc_column width=\"1/6\"][vc_single_image image=\"26505\" img_size=\"full\" alignment=\"center\"][/vc_column][vc_column width=\"1/12\"][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26493\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"CRITICAL CHALLENGES\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]No change comes without its share of challenges and our pilot was no different. During initial discussions with distributors and retailers, potential pain-points were identified. One of the major issues was the daily payments cycle with the added criteria of being time-bound. Other challenges to adoption included lack of smartphones, inactive bank accounts, no debit cards, and lack of mobile phones linked to bank accounts. While these issues did come up, wherever possible they were resolved on a case-by-case basis with the support provided by the solution provider to get a debit card, linking of mobile number to a bank account, or even opening bank accounts. However, since some of these were bank-related issues, the resolution took some time.\r\n\r\nThe other big challenge was related to access to digital money. While retailers were largely positive about trying out this digital payment solution, they indicated their lack of access to digital cash as one of the major issues. Our pilot essentially transferred the burden of cash digitization from the distributor to the retailers.\r\n\r\nThe retailers also only have access to cash as customers pay in cash for their purchases. Traditionally, the retailer does not see the need to deposit the cash in his bank as all the distributors take payments in cash. Thus, most retailers do not keep sufficient balance in their bank accounts. They are neither accustomed to nor need to visit banks frequently.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner el_class=\"normal-style\" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]While in the long run, this behavior change would build the retailer’s banking as well as digital payments history – potentially making them eligible for loans and subsequently other benefits associated with financial inclusion – in the absence of any immediately visible incentives, this behavior change could be challenging.\r\n\r\nMorning hours are the high footfall period for these retailers; and since they usually operate alone, expecting them to leave their store to deposit cash in their banks every day is not a feasible solution. The distance to the bank branch and long lines add to the time loss. Undertaking this on a daily basis will transfer the undue burden to the retailers. And without their cooperation, digital payments uptake along the supply chain is bound to fail.\r\n\r\nApart from the above challenges, Paybee also faced certain operational issues in the process of digitizing invoices. As usual practice, during manual processing of invoice and payments, small deviations in the stock purchase were manually adjusted on a day-to-day basis by the retailers and distributor sales agents. However, after digitization, these operational adjustments were not possible. Also, digitization largely brought down any scope for unscrupulous practices in the supply chain, which was not much appreciated by some stakeholders.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26494\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"POTENTIAL SOLUTIONS FOR RETAILER CASH DIGITIZATION\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In order to digitize the retailer to distributor payments in the dairy supply chain, the issue of cash digitization needed to be resolved. While the sustainable solution is to digitize payments throughout the supply chain, i.e. from consumer to retailer (C2B) and from retailer to distributor (B2B), thus move cash entirely out of the system. This requires transformational behavioral change, which is beyond the scope and tenure of this pilot. Thus, an interim sustainable solution was essential. Taking a cue from other sectors, where cash collection takes place regularly, a third solution namely, the Business Correspondent (BC) model was evaluated. BCs are agents who operate on behalf of the bank, providing limited banking services to merchants or consumers. Within the BC model there could be two modes of operation. Under the first mode, these BCs could be located at nearby stores, which means the retailer would have to go to the BC’s location and deposit money. While this method is simpler than bank visits (as the distance traveled transaction time would be lower) it still does not resolve the issue of the retailer having to close shop to make this trip.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner el_class=\"normal-style\" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]The other option is that the BC could visit the retailer’s booth, collect the cash, and instantly deposit it in his or her account. The solution provider had discussions with many banks and agencies to explore the potential partnerships and implementation options.\r\n\r\nAlthough a traditional digital solution provider would typically provide pure payments and subsequent reconciliation solutions and related value additions, in this case, they went a step further and took on this additional responsibility to put in place an effective cash digitization mechanism for retailers. This new role was operationally intensive and came with its share of risks associated with cash. However, being able to showcase the benefits of going digital as well as testing the solution itself was critical at this stage.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26495\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"THE NEXT STAGE\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Undertaking the cash collection was operationally intensive for the solution provider and could be challenging when it came to scaling up. In order to test the cash collection mechanism, the solution provider began the process informally with around 6 retailers. They needed to have a dedicated trusted employee undertake cash collection every day for these retailers, which took anywhere between 1.5-2 hours. Additionally, the costs associated with the BC model were not sustainable, keeping in mind the margins of the stakeholders involved.\r\n\r\nDuring this time, the solution provider began engagements with a second distributor, who was keen to go digital. The solution provider began the adoption drive in a similar manner with one change – they would not undertake cash collection for the retailers but attempt to gain a retailer base without providing this assistance.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner el_class=\"normal-style\" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Again, to our surprise, there were early adopters who agreed to test the solution; some even visiting the banks multiple times in a week to make deposits. However, the banks levied cash deposit charges to these retailers, which they were not willing to bear. At this juncture, Saras Dairy came out with an agreement with one of the banks in Jaipur to open zero balance accounts for the dairy retailers without any charges on cash deposits. Some retailers agreed to open their account at this bank. However, the process was sometimes time-consuming.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26496\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"CONSUMER PAYMENTS: A BROKEN LINK\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In an ideal scenario, to pay the distributor digitally, the retailer should receive digital money from his consumers. Unfortunately, owing to the low margins as well as the ticket size of the transaction, the possible solutions are limited and achieving a critical mass of consumers paying digitally would be an uphill task. Behavior change is a slow process and as is seen from other sectors as well, complete digital in-flow is not likely, as a major proportion of transactions would still be in cash. In order to understand the kind of solution that would suit this high-frequency, low-value use case, Catalyst is designing a few small pilots for this segment.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner el_class=\"normal-style\" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]One of the solutions is UPI, given the retailers comfort with using this for the distributor payments as well as the bank-to-bank instant transfer feature. Other solutions being tested include biometric (Aadhar-based) payments and providing digital credit records or ‘Khaata’. We hope that these short experiments will provide a greater understanding of the type of solution suitable for this use case as well as insights into ultimately digitizing the entire dairy supply chain.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_column_text letter_spacing=\"\"]\r\n<p style=\"text-align: left;\"><span style=\"color: #da092b;\">TECHNICAL WRITERS:</span> Tunisha Kapoor and Preethi Rao</p>\r\n<p style=\"text-align: left;\"><span style=\"color: #da092b;\">ACKNOWLEDGEMENTS:</span> The authors would like to thank PayBee team.</p>\r\n\r\n[/vc_column_text][kleo_button title=\"Download full report\" href=\"https://cashlesscatalyst.org/wp-content/uploads/2018/09/Dairy-Learning-Note.pdf\" target=\"_blank\" position=\"center\" size=\"lg\" type=\"boxed-icon\" special=\"no\" icon=\"download\" font_size=\"14px\" letter_spacing=\"\" el_class=\"pkirbtn\" icon_custom_background=\"#d11e3c\" icon_custom_text=\"#ffffff\"][/vc_column][/vc_row][vc_row el_id=\"footer_area\" text_align=\"center\" type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" padding_top=\"50px\" padding_bottom=\"50px\" bg_image=\"7886\"][vc_column width=\"1/4\"][/vc_column][vc_column width=\"1/2\" offset=\"vc_col-lg-offset-0 vc_col-md-offset-0 vc_col-sm-offset-0\"][vc_single_image image=\"7888\" img_size=\"full\" alignment=\"center\"][vc_column_text text_color=\"#ffffff\" font_size=\"14px\" letter_spacing=\"\" css=\".vc_custom_1484826151396{margin-top: 35px !important;margin-bottom: 5px !important;padding-right: 20px !important;}\"]\r\n<p style=\"text-align: center;\">CATALYST is an initiative seeded by an alliance between the Government of India &amp; USAID, to expand digital payments and financial inclusion in India, especially for small merchants and low-income consumers.</p>\r\n\r\n[/vc_column_text][kleo_gap][vc_column_text letter_spacing=\"\" css=\".vc_custom_1484051069491{margin-bottom: 0px !important;}\"]\r\n<p style=\"text-align: center;\">[email-newsletter-plugin]</p>\r\n\r\n[/vc_column_text][kleo_icon icon=\"facebook\" href=\"https://www.facebook.com/CashlessCatalyst/\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"linkedin\" href=\"https://www.linkedin.com/company/13221050?trk=tyah&amp;trkInfo=clickedVertical%3Acompany%2CclickedEntityId%3A13221050%2Cidx%3A2-1-2%2CtarId%3A1476420479247%2Ctas%3Acashless%20catalyst\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"twitter\" href=\"https://twitter.com/cashlesscatalys\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"youtube-play\" href=\"https://www.youtube.com/channel/UChuc38_PfawDOu44IfYS4lw\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][/vc_column][vc_column width=\"1/4\"][/vc_column][/vc_row]', 'STRENGTHENING THE POTENTIAL OF DIGITAL FINANCE FOR WOMEN IN BHATTA BASTI', '', 'inherit', 'closed', 'closed', '', '39707-revision-v1', '', '', '2018-12-20 13:08:08', '2018-12-20 13:08:08', '', 39707, 'https://cashlesscatalyst.org/media/39707-revision-v1/', 0, 'revision', '', 0);
INSERT INTO `in_posts` (`ID`, `post_author`, `post_date`, `post_date_gmt`, `post_content`, `post_title`, `post_excerpt`, `post_status`, `comment_status`, `ping_status`, `post_password`, `post_name`, `to_ping`, `pinged`, `post_modified`, `post_modified_gmt`, `post_content_filtered`, `post_parent`, `guid`, `menu_order`, `post_type`, `post_mime_type`, `comment_count`) VALUES
(39711, 12, '2018-12-20 12:51:30', '2018-12-20 12:51:30', '[vc_row equal_height=\"yes\" content_placement=\"middle\" type=\"image\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"110\" padding_bottom=\"0\" bg_image=\"26460\"][vc_column][kleo_gap size=\"100px\"][vc_row_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][vc_column_inner width=\"2/3\"][vc_custom_heading text=\"DIGITIZING DAIRY B2B SUPPLY CHAIN: EXPERIENCE FROM THE FIELD \" font_container=\"tag:h2|font_size:48px|text_align:center|color:%23ffffff|line_height:54px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][kleo_gap size=\"140px\"][kleo_gap size=\"50px\"][/vc_column][/vc_row][vc_row equal_height=\"yes\" content_placement=\"middle\" padding_bottom=\"0\"][vc_column width=\"1/2\"][/vc_column][vc_column width=\"1/2\"][vc_row_inner equal_height=\"yes\" content_placement=\"middle\"][vc_column_inner width=\"5/12\"][/vc_column_inner][vc_column_inner width=\"1/3\" css=\".vc_custom_1488531456733{padding-right: 0px !important;}\"][vc_column_text letter_spacing=\"\"][addtoany][/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1488531444909{padding-left: 0px !important;}\"][kleo_button title=\"Print this page\" href=\"https://cashlesscatalyst.org/wp-content/uploads/2018/09/Dairy-Learning-Note.pdf\" target=\"_blank\" style=\"custom\" position=\"left\" size=\"lg\" special=\"no\" border=\"no\" icon=\"print\" font_size=\"16px\" letter_spacing=\"\" el_class=\"grey-icon\" custom_text=\"#d11e3c\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_custom_heading text=\"BACKGROUND\" font_container=\"tag:h2|font_size:26px|text_align:left|color:%23383b3b|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][vc_row_inner css=\".vc_custom_1537456868816{margin-bottom: 35px !important;}\"][vc_column_inner width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]For most households in India, buying milk is part of the daily morning ritual. Usually, someone from the household buys milk and other essentials, and makes payment in cash. There are a number of stakeholders in the dairy supply chain including farmers, dairy cooperatives, distributors, and dairy booth owners. In Jaipur, the dairy board — Saras Dairy — is the apex institution that anchors this supply chain.\r\n\r\nA small value daily purchase use case such as milk could be an ideal case to potentially bring large-scale behavior change from cash to digital, impacting every strata of the Indian population.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In order to promote digital payments in Jaipur, Catalyst identified sectors that impact a large population base, opportunities to improve operational efficiency of the supply chain, and strong value propositions for a sustainable business case for digital payments. Based on these parameters, the dairy supply chain was identified as a potential pilot use case and we started initial discussions with Saras Dairy in Jaipur. They ensure milk supply via around 60 distributors and through a vast network of retailers in the city that includes 750 small dairy booths and 4,000 small retail shops.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" bg_image=\"26489\"][vc_column][vc_custom_heading text=\"MILK SUPPLY AND PAYMENTS\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In order to streamline milk supply, Saras has divided the city into zones with around 60 retailers in one zone and one distributor assigned with the responsibility of supply and payments collection from these booths/shops. The distributors are assigned zones based on a bidding process, wherein the margins quoted by them per liter of milk is one of the parameters for selection.\r\n\r\nThe diagram below is a snapshot of the dairy supply and payments cycle:\r\n\r\n[/vc_column_text][vc_single_image image=\"26500\" img_size=\"full\" alignment=\"center\"][/vc_column_inner][/vc_row_inner][vc_row_inner css=\".vc_custom_1537937440359{padding-top: 30px !important;}\"][vc_column_inner width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]For each zone, the distributors usually have 1-2 employees who manage the supply and one trusted employee for payments collection from the retailers. When talking to the retailers and distributors, we realized that this supply cycle operates like a well-oiled machine with each stakeholder playing their part efficiently. On the other hand, while the payments cycle is also well established, we realized there are a number of challenges existing in the current system that digital payments could potentially solve.\r\n\r\nThough the supply cycle is twice in a day, payment is collected just once – cumulated for the previous evening and next morning’s supply. Thus, it is a daily payment cycle from booth to distributor and to the dairy. However, while booth to distributor payments are majorly in cash, Saras accepts payments from distributors only through bank transfers or cheques. This means the distributor needs to digitize the cash that s/he collects. Additionally, this payment needs to be made to Saras Dairy by 12 pm every day.\r\n\r\nDistributors usually have trusted employees for cash collection. The process starts at 9 or 10 am in the morning and can go on until the afternoon in some cases. Retailers often do not have access to surplus cash and need the morning sales to make up this daily payment. Sometimes the cash collection employee may need to visit the retailer more than once to collect the payments.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify \"] This collected cash is then counted, reconciled, and deposited in the distributor’s bank account in order to make the payment to Saras Dairy.\r\n\r\nThe distributor also needs to manage his books and maintains a record of these payments. There could be cases of minor outstanding amounts for certain retailers, which would need to be accounted for in subsequent collections. Sometimes there are changes made to the order sheet during the supply route if some retailers require more or less than their order. In such cases, these changes also need to be accounted for in the payments.\r\n\r\nSome distributors rely on register entries that could be prone to manual errors while others maintain digital records. Even in the case of digital record keeping, the details need to be manually entered into the system by a dedicated employee post the cash collection process. This is a manually intensive task but provides an overview of the payments status and also helps keep a track of part payments or delayed payments.\r\n\r\nAnother aspect of concern in such a manual process is the risk involved. The cash collection agent is perennially under risk of assault when s/he is required to carry huge amounts of cash through a recurrent route. There was, in fact, a real-time case of assault of a dairy cash collection agent by gunfire during the month of January 2018 in Jaipur, which gave an impetus to our digital payments drive in this supply chain.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26490\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"COULD DIGITAL PAYMENTS BE THE SOLUTION?\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner el_class=\"normal-style \" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]After evaluating this payment structure, adoption of digital payments seemed to be beneficial for the distributor. In an ideal scenario, one in which all retailers in a particular zone go digital, the distributor would no longer need to send an employee for cash collection. Reconciliation and follow-ups could be done sitting in the office. In depositing such large amounts of cash, the distributor also incurs cash deposit charges, which are around 0.3 percent taking the total cost of operating in cash to 0.5 percent after including employee and travel costs. This is a huge cost when compared to their current razor thin profit margin of 1.5 percent. Since their outward payments to Saras requires digital money it would be beneficial to convert their in-flow to digital as well.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner el_class=\"normal-style \" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify \"]In order for digital payments to create actual value for the distributor, just payments would not be sufficient and instant bank-to-bank transfer with real-time payments tracking and automated reconciliation would need to go along with it. Theoretically, the distributor stands to gain from adopting a digital payment solution, saving not only on costs associated with cash and reduction of risk but also in terms of increasing efficiency from digital collections and automated reconciliation. However, this needed to be tested. In order to test this hypothesis, Catalyst designed a pilot with one distributor in Jaipur to digitize B2B payments from retailers in their network.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26491\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"THE INTERVENTION DESIGN AND HANDHOLDING\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]The first step was identifying possible solution types that could be applicable to this use case. Any retailer-to-distributor solution needed to be an instant bank-to-bank transfer, keeping in mind the daily payments requirement. Considering three distinct features – remote payment option, digital invoice (for retailer and distributor), and costing – UPI was identified as the most appropriate solution. Possible solution partners were identified by Catalyst and the shortlisted candidates presented their solution to the distributor. A solution provider, Paybee, was selected based on meetings and in consultation with the distributor. The decision was based on solution readiness, ease of use, costing, and investment by the solution provider. After the solution selection, it was important to design a strategy for adoption, therefore a shop-to-shop adoption drive was started by the solution provider. In order to build trust with the solution as well as the solution provider, one of the distributor’s employees went along with the solution provider’s team for the initial introductions.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner el_class=\"normal-style\" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]The solution provider ensured that the retailers who were interested in adopting the solution were given thorough onboarding instructions and hand-holding was provided for an initial few transactions to ensure they were comfortable with using the solution.\r\n\r\nThe hard copy invoice shared by the distributor in the morning and traditionally used by the supply team was required to be digitized by the solution provider and sent out to the retailers for making payments. The pilot was initially started with one distributor and extended to others as the pilot progressed.\r\n\r\nWhile there are enough benefits of going digital for the distributor, the retailer\'s story was still unclear in terms of our pitch for adoption. Our assumption was that retailers might be averse to behavior change and might prefer the status quo even if it may have challenges. However, the retailers were largely positive and many agreed to try it out, which was a welcome development.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26492\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"SOLUTION ACCEPTABILITY\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Though only around 10 percent of the retailers who adopted the solution became active users, it was interesting to see that the retailers who started actively using the solution largely continued paying through the app and did not go back to cash. Some of the factors that influenced the retailers to adopt the solution include: no cost burden on retailers, transparency in invoicing, push from the distributor, and the assistance provided by the solution provider in completing any banking formalities for successful adoption. While earlier the transactions between the distributor and retailer had a paper trail and sometimes there were disputes in payments as well, with the adoption of the digital solution all records of invoices as well as payments were available digitally to both parties; thus minimizing errors and providing referable supporting documents. One of the other benefits of going digital as quoted by the retailers was the lack of physical interaction with the distributor’s employees; as sometimes the cash collection agents made multiple visits or came to collect payments during high footfall periods thus inconveniencing the retailers. With digital payments, they now had the freedom to pay at their convenience – provided it was within the stipulated time period.\r\n\r\nThe solution provider also tweaked their application as they progressed through the pilot such as adding a feature of having multiple logins for the distributor’s employees to keep track of payments but at the same time limiting their access to functions. Another upgrade was to include a call feature to make it easy for the team following up on the payments.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_custom_heading text=\"How to make payment\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23383b3b|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\" padding_top=\"0\" padding_bottom=\"100\"][vc_column width=\"1/12\"][/vc_column][vc_column width=\"1/6\"][vc_single_image image=\"26481\" img_size=\"full\" alignment=\"center\"][/vc_column][vc_column width=\"1/6\"][vc_single_image image=\"26482\" img_size=\"full\" alignment=\"center\"][/vc_column][vc_column width=\"1/6\"][vc_single_image image=\"26483\" img_size=\"full\" alignment=\"center\"][/vc_column][vc_column width=\"1/6\"][vc_single_image image=\"26504\" img_size=\"full\" alignment=\"center\"][/vc_column][vc_column width=\"1/6\"][vc_single_image image=\"26505\" img_size=\"full\" alignment=\"center\"][/vc_column][vc_column width=\"1/12\"][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26493\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"CRITICAL CHALLENGES\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]No change comes without its share of challenges and our pilot was no different. During initial discussions with distributors and retailers, potential pain-points were identified. One of the major issues was the daily payments cycle with the added criteria of being time-bound. Other challenges to adoption included lack of smartphones, inactive bank accounts, no debit cards, and lack of mobile phones linked to bank accounts. While these issues did come up, wherever possible they were resolved on a case-by-case basis with the support provided by the solution provider to get a debit card, linking of mobile number to a bank account, or even opening bank accounts. However, since some of these were bank-related issues, the resolution took some time.\r\n\r\nThe other big challenge was related to access to digital money. While retailers were largely positive about trying out this digital payment solution, they indicated their lack of access to digital cash as one of the major issues. Our pilot essentially transferred the burden of cash digitization from the distributor to the retailers.\r\n\r\nThe retailers also only have access to cash as customers pay in cash for their purchases. Traditionally, the retailer does not see the need to deposit the cash in his bank as all the distributors take payments in cash. Thus, most retailers do not keep sufficient balance in their bank accounts. They are neither accustomed to nor need to visit banks frequently.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner el_class=\"normal-style\" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]While in the long run, this behavior change would build the retailer’s banking as well as digital payments history – potentially making them eligible for loans and subsequently other benefits associated with financial inclusion – in the absence of any immediately visible incentives, this behavior change could be challenging.\r\n\r\nMorning hours are the high footfall period for these retailers; and since they usually operate alone, expecting them to leave their store to deposit cash in their banks every day is not a feasible solution. The distance to the bank branch and long lines add to the time loss. Undertaking this on a daily basis will transfer the undue burden to the retailers. And without their cooperation, digital payments uptake along the supply chain is bound to fail.\r\n\r\nApart from the above challenges, Paybee also faced certain operational issues in the process of digitizing invoices. As usual practice, during manual processing of invoice and payments, small deviations in the stock purchase were manually adjusted on a day-to-day basis by the retailers and distributor sales agents. However, after digitization, these operational adjustments were not possible. Also, digitization largely brought down any scope for unscrupulous practices in the supply chain, which was not much appreciated by some stakeholders.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26494\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"POTENTIAL SOLUTIONS FOR RETAILER CASH DIGITIZATION\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In order to digitize the retailer to distributor payments in the dairy supply chain, the issue of cash digitization needed to be resolved. While the sustainable solution is to digitize payments throughout the supply chain, i.e. from consumer to retailer (C2B) and from retailer to distributor (B2B), thus move cash entirely out of the system. This requires transformational behavioral change, which is beyond the scope and tenure of this pilot. Thus, an interim sustainable solution was essential. Taking a cue from other sectors, where cash collection takes place regularly, a third solution namely, the Business Correspondent (BC) model was evaluated. BCs are agents who operate on behalf of the bank, providing limited banking services to merchants or consumers. Within the BC model there could be two modes of operation. Under the first mode, these BCs could be located at nearby stores, which means the retailer would have to go to the BC’s location and deposit money. While this method is simpler than bank visits (as the distance traveled transaction time would be lower) it still does not resolve the issue of the retailer having to close shop to make this trip.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner el_class=\"normal-style\" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]The other option is that the BC could visit the retailer’s booth, collect the cash, and instantly deposit it in his or her account. The solution provider had discussions with many banks and agencies to explore the potential partnerships and implementation options.\r\n\r\nAlthough a traditional digital solution provider would typically provide pure payments and subsequent reconciliation solutions and related value additions, in this case, they went a step further and took on this additional responsibility to put in place an effective cash digitization mechanism for retailers. This new role was operationally intensive and came with its share of risks associated with cash. However, being able to showcase the benefits of going digital as well as testing the solution itself was critical at this stage.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26495\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"THE NEXT STAGE\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Undertaking the cash collection was operationally intensive for the solution provider and could be challenging when it came to scaling up. In order to test the cash collection mechanism, the solution provider began the process informally with around 6 retailers. They needed to have a dedicated trusted employee undertake cash collection every day for these retailers, which took anywhere between 1.5-2 hours. Additionally, the costs associated with the BC model were not sustainable, keeping in mind the margins of the stakeholders involved.\r\n\r\nDuring this time, the solution provider began engagements with a second distributor, who was keen to go digital. The solution provider began the adoption drive in a similar manner with one change – they would not undertake cash collection for the retailers but attempt to gain a retailer base without providing this assistance.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner el_class=\"normal-style\" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Again, to our surprise, there were early adopters who agreed to test the solution; some even visiting the banks multiple times in a week to make deposits. However, the banks levied cash deposit charges to these retailers, which they were not willing to bear. At this juncture, Saras Dairy came out with an agreement with one of the banks in Jaipur to open zero balance accounts for the dairy retailers without any charges on cash deposits. Some retailers agreed to open their account at this bank. However, the process was sometimes time-consuming.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26496\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"CONSUMER PAYMENTS: A BROKEN LINK\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In an ideal scenario, to pay the distributor digitally, the retailer should receive digital money from his consumers. Unfortunately, owing to the low margins as well as the ticket size of the transaction, the possible solutions are limited and achieving a critical mass of consumers paying digitally would be an uphill task. Behavior change is a slow process and as is seen from other sectors as well, complete digital in-flow is not likely, as a major proportion of transactions would still be in cash. In order to understand the kind of solution that would suit this high-frequency, low-value use case, Catalyst is designing a few small pilots for this segment.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner el_class=\"normal-style\" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]One of the solutions is UPI, given the retailers comfort with using this for the distributor payments as well as the bank-to-bank instant transfer feature. Other solutions being tested include biometric (Aadhar-based) payments and providing digital credit records or ‘Khaata’. We hope that these short experiments will provide a greater understanding of the type of solution suitable for this use case as well as insights into ultimately digitizing the entire dairy supply chain.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_column_text letter_spacing=\"\"]\r\n<p style=\"text-align: left;\"><span style=\"color: #da092b;\">TECHNICAL WRITERS:</span> Tunisha Kapoor and Preethi Rao</p>\r\n<p style=\"text-align: left;\"><span style=\"color: #da092b;\">ACKNOWLEDGEMENTS:</span> The authors would like to thank PayBee team.</p>\r\n[/vc_column_text][kleo_button title=\"Download full report\" href=\"https://cashlesscatalyst.org/wp-content/uploads/2018/09/Dairy-Learning-Note.pdf\" target=\"_blank\" position=\"center\" size=\"lg\" type=\"boxed-icon\" special=\"no\" icon=\"download\" font_size=\"14px\" letter_spacing=\"\" el_class=\"pkirbtn\" icon_custom_background=\"#d11e3c\" icon_custom_text=\"#ffffff\"][/vc_column][/vc_row][vc_row el_id=\"footer_area\" text_align=\"center\" type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" padding_top=\"50px\" padding_bottom=\"50px\" bg_image=\"7886\"][vc_column width=\"1/4\"][/vc_column][vc_column width=\"1/2\" offset=\"vc_col-lg-offset-0 vc_col-md-offset-0 vc_col-sm-offset-0\"][vc_single_image image=\"7888\" img_size=\"full\" alignment=\"center\"][vc_column_text text_color=\"#ffffff\" font_size=\"14px\" letter_spacing=\"\" css=\".vc_custom_1484826151396{margin-top: 35px !important;margin-bottom: 5px !important;padding-right: 20px !important;}\"]\r\n<p style=\"text-align: center;\">CATALYST is an initiative seeded by an alliance between the Government of India &amp; USAID, to expand digital payments and financial inclusion in India, especially for small merchants and low-income consumers.</p>\r\n[/vc_column_text][kleo_gap][vc_column_text letter_spacing=\"\" css=\".vc_custom_1484051069491{margin-bottom: 0px !important;}\"]\r\n<p style=\"text-align: center;\">[email-newsletter-plugin]</p>\r\n[/vc_column_text][kleo_icon icon=\"facebook\" href=\"https://www.facebook.com/CashlessCatalyst/\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"linkedin\" href=\"https://www.linkedin.com/company/13221050?trk=tyah&amp;trkInfo=clickedVertical%3Acompany%2CclickedEntityId%3A13221050%2Cidx%3A2-1-2%2CtarId%3A1476420479247%2Ctas%3Acashless%20catalyst\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"twitter\" href=\"https://twitter.com/cashlesscatalys\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"youtube-play\" href=\"https://www.youtube.com/channel/UChuc38_PfawDOu44IfYS4lw\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][/vc_column][vc_column width=\"1/4\"][/vc_column][/vc_row]', 'STRENGTHENING THE POTENTIAL OF DIGITAL FINANCE FOR WOMEN IN BHATTA BASTI', '', 'inherit', 'closed', 'closed', '', '39707-revision-v1', '', '', '2018-12-20 12:51:30', '2018-12-20 12:51:30', '', 39707, 'https://cashlesscatalyst.org/media/39707-revision-v1/', 0, 'revision', '', 0),
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(39717, 12, '2018-12-20 14:54:34', '2018-12-20 14:54:34', '[vc_row equal_height=\"yes\" content_placement=\"middle\" type=\"image\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"110\" padding_bottom=\"0\" bg_image=\"26460\"][vc_column][kleo_gap size=\"100px\"][vc_row_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][vc_column_inner width=\"2/3\"][vc_custom_heading text=\"STRENGTHENING THE POTENTIAL OF DIGITAL FINANCE FOR WOMEN IN BHATTA BASTI\" font_container=\"tag:h2|font_size:48px|text_align:center|color:%23ffffff|line_height:54px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][kleo_gap size=\"140px\"][kleo_gap size=\"50px\"][/vc_column][/vc_row][vc_row equal_height=\"yes\" content_placement=\"middle\" padding_bottom=\"0\"][vc_column width=\"1/2\"][/vc_column][vc_column width=\"1/2\"][vc_row_inner equal_height=\"yes\" content_placement=\"middle\"][vc_column_inner width=\"5/12\"][/vc_column_inner][vc_column_inner width=\"1/3\" css=\".vc_custom_1488531456733{padding-right: 0px !important;}\"][vc_column_text letter_spacing=\"\"][addtoany][/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1488531444909{padding-left: 0px !important;}\"][kleo_button title=\"Print this page\" href=\"https://cashlesscatalyst.org/wp-content/uploads/2018/09/Dairy-Learning-Note.pdf\" target=\"_blank\" style=\"custom\" position=\"left\" size=\"lg\" special=\"no\" border=\"no\" icon=\"print\" font_size=\"16px\" letter_spacing=\"\" el_class=\"grey-icon\" custom_text=\"#d11e3c\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_custom_heading text=\"BACKGROUND\" font_container=\"tag:h2|font_size:26px|text_align:left|color:%23383b3b|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][vc_row_inner css=\".vc_custom_1537456868816{margin-bottom: 35px !important;}\"][vc_column_inner width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Development experts argue that digital financial services could empower the poor via new technologies that have the potential to provide greater financial inclusion and expansion of basic services.1 Nevertheless, for digital financial services to achieve their full impact through this rapidly growing technology, women must be included as well.2 Data indicate that when it comes to knowledge and usage of technology, women lag behind.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Recognizing the critical role digital payments can play in deepening financial inclusion, CATALYST adopted a holistic approach towards going digital with a focus on bringing low-income individuals, including women, into the digital payments ecosystem. It initiated an experiment to bring poor households of Bhatta Basti – a low-income slum in Jaipur, Rajasthan – into the formal banking system, promoting active bank usage and providing handholding support to early adopters of digital payment solutions.\r\n\r\nThis paper covers several field stories, underlining the barriers and opportunities to engaging women in adoption of digital payment solutions.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]1. http://www.worldbank.org/en/news/feature/2014/04/10/digital-finance-empowering-poor-new-technologies\r\n\r\n2. http://www.nytimes.com/2015/04/02/business/dealbook/melinda-gates-cellphones-for-women-aid-ascent-from-poverty.html\r\n\r\n[/vc_column_text][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" bg_image=\"26489\"][vc_column][vc_custom_heading text=\"GENDER DISPARITY IN FUNCTIONAL DEBIT CARD AND A SMARTPHONE OWNERSHIP\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In order to understand account holders’ access to functional debit cards (with the PIN generated) and smartphones, we contacted 619 account holders (48 percent were women and 52 percent were men).\r\n<ul>\r\n	<li>Only 16 percent of women account holders had a functional debit card compared to 27 percent of male account holders; and</li>\r\n	<li>Only 33 percent of women account holders had a smart phone, compared to 56 percent of male account holders.</li>\r\n</ul>\r\n[/vc_column_text][vc_single_image image=\"39712\" img_size=\"full\" alignment=\"center\"][vc_column_text letter_spacing=\"\"]Women queuing up at the local bank branch in Bhatta Basti. A qualitative interview with these women helped us understand that even though banks were not considered part of their trusted service providers, bank accounts, loans and debit cards were desired by them.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26490\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"WOMEN, PHONES AND THE ROLE OF HUSBAND\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner el_class=\"normal-style \" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]We visited 16 households of women account holders who owned smartphones, had functional debit cards (wit the PIN generated) and mobile numbers that were registered with the bank accounts. Our goal was to provide information about Unified Payment Interface (UPI) and other digital payment solutions, and get them onboarded on the UPI platform. These women explicitly agreed in advance to our visits (they were provided an option to opt out at any point).\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner el_class=\"normal-style \" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify \"]We learned that it was the men who were usually in charge of women’s smartphones and decisions related to financial products and services. For example, despite allotting female field staff to visit these households, women invited their husbands to be present in the meetings, and men took the lead in communicating with our field staff. In all cases, the men insisted that our field staff install and register the UPI app on their phones as well, which we did. We called these women three weeks after our visits; almost all reported that their husbands were actively using the payment solution, not them.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]Heena had recently received a smartphone from her husband as a birthday gift. However, she did not have access to social media tools such as Facebook, YouTube or WhatsApp when we met her. Her mobile number was not registered with her bank account. On being asked, she said was not interested in downloading digital payment applications, unless her husband had no objection to her using them.\r\n\r\n[/vc_column_text][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26491\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"ENGAPING MEN IN REACHING WOMEN\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In Bhatta Basti, women generally provided the mobile numbers of their husbands at the time of opening a bank account. Hence, to understand to what extent men control women’s access to information and mobility, we conducted an experiment by calling 94 women account holders. The purpose of the call was to invite these women to attend financial literacy sessions that we had organized in Bhatta Basti in partnership with a trusted community organization,\r\nSewa.\r\n\r\nForty-six calls (48 percent) were received by men. When we enquired about the woman account holder, only 14 men passed on the phone to the woman. The rest insisted that we explain the purpose of the call to them and they would convey the message to their wives:\r\n<ul>\r\n	<li>From this group, 17 women attended the training (37 percent); and</li>\r\n	<li>These 17 women reported that their husbands’ knowledge about the training made it easier for them to attend. All reported that their husbands’ positive perception of the training influenced them to participate.</li>\r\n</ul>\r\nForty-eight calls (52 percent) were attended by women and we explained the purpose of the call directly to them without engaging the men:\r\n<ul>\r\n	<li>From this group, 12 women (25 percent) attended the training; and</li>\r\n	<li>Even these 12 women reported that they had to inform their husbands about the training before attending the sessions.</li>\r\n</ul>\r\nWe then called those who did not attend the training. Almost all men reported that they had informed their wives but there was no evidence if the information had been conveyed or not. Women who answered the calls reported lack of time as the main constraint for not attending the sessions.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26492\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"ENGAGING WOMEN USING WHATSAPP\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]We also learned that the best way for women to learn more about technology and gain some independence was through ondevice learning;in other words, teaching the women through the phone itself.\r\n\r\nAfter onboarding the six women, we decided to create a WhatsApp group so we could encourage group discussions and send out reminders via the WhatsApp social group to promote conversations on digital payment solutions. The members were active in generating interest and sharing good news with each other. For example, when a woman received her first cash back offer, she shared it with others which encouraged other women to make digital transactions too. It is to be noted that we had created such a WhatsApp group with the men too which was not as active as thewomen’s group.\r\n\r\n[/vc_column_text][vc_column_inner width=\"1/2\"][/vc_column_inner][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"39714\" img_size=\"full\" alignment=\"center\"][vc_column_text letter_spacing=\"\"]Mamta had attended the financial literacy training, where she heard about the benefits of phone-based digital payment solutions, such as the UPI app. She reached out to our female field staff to help her download and register the UPI app. When Mamta made her first transaction, she received a cash back offer of INR 100. A week after onboarding, Mamta reached out to the field staff again. She had formed a group of six women who were willing to adopt the UPI app to take advantage of the cash back offers.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"39715\" img_size=\"full\" alignment=\"center\"][vc_column_text letter_spacing=\"\"]A screenshot of a WhatsApp conversation. Mamta is sharing that she transferred money using Google Pay and earned INR 302. She transferred money to two people – her husband and sisterin-law.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26493\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"PROFILE OF WOMEN WHO ADOPTED DIGITAL PAYMENT SOLUTIONS IN BHATT BASTI\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Like other women in Bhatta Basti, these women also faced certain restrictions on mobility; were running home-based enterprises; and did not have any financial decision-making authority. They owned smartphones which was given to them by their husbands.\r\n\r\nWhile the household income played a key role in the adoption of digital payment solutions, in the women’s case, two distinct characteristics – education\r\n(college graduates) and relationship with their husbands – influenced their decision to adopt digital payment solutions. Additionally, the ability to recharge their phones on their own, using the UPI platform, was the biggest value proposition for these women to actively adopt digital payments.\r\n\r\n[/vc_column_text][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]While in the long run, this behavior change would build the retailer’s banking as well as digital payments history – potentially making them eligible for loans and subsequently other benefits associated with financial inclusion – in the absence of any immediately visible incentives, this behavior change could be challenging.\r\n\r\nMorning hours are the high footfall period for these retailers; and since they usually operate alone, expecting them to leave their store to deposit cash in their banks every day is not a feasible solution. The distance to the bank branch and long lines add to the time loss. Undertaking this on a daily basis will transfer the undue burden to the retailers. And without their cooperation, digital payments uptake along the supply chain is bound to fail.\r\n\r\nApart from the above challenges, Paybee also faced certain operational issues in the process of digitizing invoices. As usual practice, during manual processing of invoice and payments, small deviations in the stock purchase were manually adjusted on a day-to-day basis by the retailers and distributor sales agents. However, after digitization, these operational adjustments were not possible. Also, digitization largely brought down any scope for unscrupulous practices in the supply chain, which was not much appreciated by some stakeholders.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26494\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"POTENTIAL SOLUTIONS FOR RETAILER CASH DIGITIZATION\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In order to digitize the retailer to distributor payments in the dairy supply chain, the issue of cash digitization needed to be resolved. While the sustainable solution is to digitize payments throughout the supply chain, i.e. from consumer to retailer (C2B) and from retailer to distributor (B2B), thus move cash entirely out of the system. This requires transformational behavioral change, which is beyond the scope and tenure of this pilot. Thus, an interim sustainable solution was essential. Taking a cue from other sectors, where cash collection takes place regularly, a third solution namely, the Business Correspondent (BC) model was evaluated. BCs are agents who operate on behalf of the bank, providing limited banking services to merchants or consumers. Within the BC model there could be two modes of operation. Under the first mode, these BCs could be located at nearby stores, which means the retailer would have to go to the BC’s location and deposit money. While this method is simpler than bank visits (as the distance traveled transaction time would be lower) it still does not resolve the issue of the retailer having to close shop to make this trip.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26495\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"THE NEXT STAGE\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Mamta revealed, “The biggest benefit of this app is that we have control on recharging our own phone. Since we cannot go to mobile shops to recharge the phone, we had to rely on our husbands. Now with cash back offers, we not only get additional money but we can use this money to recharge our phones using the UPI app. We feel more in control of our phones.”\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26496\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"KEY LEARNINGS\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\" width=\"1/2\" css=\".vc_custom_1545317714425{padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;}\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]<p>If financial providers or organizations plan to engage women, it is important that they engage with men as well and make the messaging on products and services relevant to the entire family, not just the women.</p>\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\" css=\".vc_custom_1545317731304{padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]<p>Generalized marketing messages without customization aimed at women customers might not generate sufficient motivation to adopt digital payment solutions as women cannot relate to messages that do not resonate with their day-today lifestyle. For example, the ability to recharge their mobile phones on their own (without depending on their husbands) using mobile-based digital payment solutions such as the UPI app might be a powerful message to attract early adopters.</p>\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=\"1/2\"][vc_column_text letter_spacing=\"\"]<p>The task of getting new women account holders onboarded onto digital payment platforms requires the highest degree of handholding support throughout the process ending with helping an account holder make the first transaction. Nevertheless, providing handholding support to every woman is not possible. Hence, it is important to understand the profile of potential early women adopters who should be targeted for handholding support. While education and income of a woman might be an important metric for segmentation, we learned that any intervention is affected by the household and gender relations. It is, therefore, important to explore intrahousehold gender dynamics as well. For example, the woman who adopted the UPI app and influenced a few others to join was educated and independent compared to the majority of women in Bhatta Basti.Nonetheless, she would have rejected the use of the UPI app had her husband strongly\r\nopposed it.</p>\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_column_text letter_spacing=\"\"]<p>The best way for women to learn more about technology and gain some independence is through the phone itself. However, the penetration of smartphones is still low among women in urban slums. Given that the ownership of smartphones is on the rise in emerging economies, the likelihood of more women owning smartphones is high in the near future. Hence, context-specific financial literacy using technology ( the power of media such asWhatsApp groups, mobile and the internet) is a key to promoting the concept of digital payment solutions in a community such as Bhatta Basti. One can create a userfriendly app using pictures and videos while keeping the local context in mind, by including familiar physical locations and using the local language to communicate information so as to provide a value proposition to women for using digital payment solutions.</p>\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_column_text letter_spacing=\"\"]\r\n<p style=\"text-align: left;\"><span style=\"color: #da092b;\">TECHNICAL WRITERS:</span> Tunisha Kapoor and Preethi Rao</p>\r\n<p style=\"text-align: left;\"><span style=\"color: #da092b;\">ACKNOWLEDGEMENTS:</span> The authors would like to thank PayBee team.</p>\r\n\r\n[/vc_column_text][kleo_button title=\"Download full report\" href=\"https://cashlesscatalyst.org/wp-content/uploads/2018/09/Dairy-Learning-Note.pdf\" target=\"_blank\" position=\"center\" size=\"lg\" type=\"boxed-icon\" special=\"no\" icon=\"download\" font_size=\"14px\" letter_spacing=\"\" el_class=\"pkirbtn\" icon_custom_background=\"#d11e3c\" icon_custom_text=\"#ffffff\"][/vc_column][/vc_row][vc_row el_id=\"footer_area\" text_align=\"center\" type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" padding_top=\"50px\" padding_bottom=\"50px\" bg_image=\"7886\"][vc_column width=\"1/4\"][/vc_column][vc_column width=\"1/2\" offset=\"vc_col-lg-offset-0 vc_col-md-offset-0 vc_col-sm-offset-0\"][vc_single_image image=\"7888\" img_size=\"full\" alignment=\"center\"][vc_column_text text_color=\"#ffffff\" font_size=\"14px\" letter_spacing=\"\" css=\".vc_custom_1484826151396{margin-top: 35px !important;margin-bottom: 5px !important;padding-right: 20px !important;}\"]\r\n<p style=\"text-align: center;\">CATALYST is an initiative seeded by an alliance between the Government of India &amp; USAID, to expand digital payments and financial inclusion in India, especially for small merchants and low-income consumers.</p>\r\n\r\n[/vc_column_text][kleo_gap][vc_column_text letter_spacing=\"\" css=\".vc_custom_1484051069491{margin-bottom: 0px !important;}\"]\r\n<p style=\"text-align: center;\">[email-newsletter-plugin]</p>\r\n\r\n[/vc_column_text][kleo_icon icon=\"facebook\" href=\"https://www.facebook.com/CashlessCatalyst/\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"linkedin\" href=\"https://www.linkedin.com/company/13221050?trk=tyah&amp;trkInfo=clickedVertical%3Acompany%2CclickedEntityId%3A13221050%2Cidx%3A2-1-2%2CtarId%3A1476420479247%2Ctas%3Acashless%20catalyst\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"twitter\" href=\"https://twitter.com/cashlesscatalys\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"youtube-play\" href=\"https://www.youtube.com/channel/UChuc38_PfawDOu44IfYS4lw\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][/vc_column][vc_column width=\"1/4\"][/vc_column][/vc_row]', 'STRENGTHENING THE POTENTIAL OF DIGITAL FINANCE FOR WOMEN IN BHATTA BASTI', '', 'inherit', 'closed', 'closed', '', '39707-revision-v1', '', '', '2018-12-20 14:54:34', '2018-12-20 14:54:34', '', 39707, 'https://cashlesscatalyst.org/media/39707-revision-v1/', 0, 'revision', '', 0);
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(39718, 12, '2018-12-20 14:58:47', '2018-12-20 14:58:47', '[vc_row equal_height=\"yes\" content_placement=\"middle\" type=\"image\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"110\" padding_bottom=\"0\" bg_image=\"26460\"][vc_column][kleo_gap size=\"100px\"][vc_row_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][vc_column_inner width=\"2/3\"][vc_custom_heading text=\"STRENGTHENING THE POTENTIAL OF DIGITAL FINANCE FOR WOMEN IN BHATTA BASTI\" font_container=\"tag:h2|font_size:48px|text_align:center|color:%23ffffff|line_height:54px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][kleo_gap size=\"140px\"][kleo_gap size=\"50px\"][/vc_column][/vc_row][vc_row equal_height=\"yes\" content_placement=\"middle\" padding_bottom=\"0\"][vc_column width=\"1/2\"][/vc_column][vc_column width=\"1/2\"][vc_row_inner equal_height=\"yes\" content_placement=\"middle\"][vc_column_inner width=\"5/12\"][/vc_column_inner][vc_column_inner width=\"1/3\" css=\".vc_custom_1488531456733{padding-right: 0px !important;}\"][vc_column_text letter_spacing=\"\"][addtoany][/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1488531444909{padding-left: 0px !important;}\"][kleo_button title=\"Print this page\" href=\"https://cashlesscatalyst.org/wp-content/uploads/2018/09/Dairy-Learning-Note.pdf\" target=\"_blank\" style=\"custom\" position=\"left\" size=\"lg\" special=\"no\" border=\"no\" icon=\"print\" font_size=\"16px\" letter_spacing=\"\" el_class=\"grey-icon\" custom_text=\"#d11e3c\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_custom_heading text=\"BACKGROUND\" font_container=\"tag:h2|font_size:26px|text_align:left|color:%23383b3b|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][vc_row_inner css=\".vc_custom_1537456868816{margin-bottom: 35px !important;}\"][vc_column_inner width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Development experts argue that digital financial services could empower the poor via new technologies that have the potential to provide greater financial inclusion and expansion of basic services.1 Nevertheless, for digital financial services to achieve their full impact through this rapidly growing technology, women must be included as well.2 Data indicate that when it comes to knowledge and usage of technology, women lag behind.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Recognizing the critical role digital payments can play in deepening financial inclusion, CATALYST adopted a holistic approach towards going digital with a focus on bringing low-income individuals, including women, into the digital payments ecosystem. It initiated an experiment to bring poor households of Bhatta Basti – a low-income slum in Jaipur, Rajasthan – into the formal banking system, promoting active bank usage and providing handholding support to early adopters of digital payment solutions.\r\n\r\nThis paper covers several field stories, underlining the barriers and opportunities to engaging women in adoption of digital payment solutions.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]1. http://www.worldbank.org/en/news/feature/2014/04/10/digital-finance-empowering-poor-new-technologies\r\n\r\n2. http://www.nytimes.com/2015/04/02/business/dealbook/melinda-gates-cellphones-for-women-aid-ascent-from-poverty.html\r\n\r\n[/vc_column_text][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" bg_image=\"26489\"][vc_column][vc_custom_heading text=\"GENDER DISPARITY IN FUNCTIONAL DEBIT CARD AND A SMARTPHONE OWNERSHIP\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In order to understand account holders’ access to functional debit cards (with the PIN generated) and smartphones, we contacted 619 account holders (48 percent were women and 52 percent were men).\r\n<ul>\r\n	<li>Only 16 percent of women account holders had a functional debit card compared to 27 percent of male account holders; and</li>\r\n	<li>Only 33 percent of women account holders had a smart phone, compared to 56 percent of male account holders.</li>\r\n</ul>\r\n[/vc_column_text][vc_single_image image=\"39712\" img_size=\"full\" alignment=\"center\"][vc_column_text letter_spacing=\"\"]Women queuing up at the local bank branch in Bhatta Basti. A qualitative interview with these women helped us understand that even though banks were not considered part of their trusted service providers, bank accounts, loans and debit cards were desired by them.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26490\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"WOMEN, PHONES AND THE ROLE OF HUSBAND\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner el_class=\"normal-style \" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]We visited 16 households of women account holders who owned smartphones, had functional debit cards (wit the PIN generated) and mobile numbers that were registered with the bank accounts. Our goal was to provide information about Unified Payment Interface (UPI) and other digital payment solutions, and get them onboarded on the UPI platform. These women explicitly agreed in advance to our visits (they were provided an option to opt out at any point).\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner el_class=\"normal-style \" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify \"]We learned that it was the men who were usually in charge of women’s smartphones and decisions related to financial products and services. For example, despite allotting female field staff to visit these households, women invited their husbands to be present in the meetings, and men took the lead in communicating with our field staff. In all cases, the men insisted that our field staff install and register the UPI app on their phones as well, which we did. We called these women three weeks after our visits; almost all reported that their husbands were actively using the payment solution, not them.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]Heena had recently received a smartphone from her husband as a birthday gift. However, she did not have access to social media tools such as Facebook, YouTube or WhatsApp when we met her. Her mobile number was not registered with her bank account. On being asked, she said was not interested in downloading digital payment applications, unless her husband had no objection to her using them.\r\n\r\n[/vc_column_text][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26491\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"ENGAPING MEN IN REACHING WOMEN\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In Bhatta Basti, women generally provided the mobile numbers of their husbands at the time of opening a bank account. Hence, to understand to what extent men control women’s access to information and mobility, we conducted an experiment by calling 94 women account holders. The purpose of the call was to invite these women to attend financial literacy sessions that we had organized in Bhatta Basti in partnership with a trusted community organization,\r\nSewa.\r\n\r\nForty-six calls (48 percent) were received by men. When we enquired about the woman account holder, only 14 men passed on the phone to the woman. The rest insisted that we explain the purpose of the call to them and they would convey the message to their wives:\r\n<ul>\r\n	<li>From this group, 17 women attended the training (37 percent); and</li>\r\n	<li>These 17 women reported that their husbands’ knowledge about the training made it easier for them to attend. All reported that their husbands’ positive perception of the training influenced them to participate.</li>\r\n</ul>\r\nForty-eight calls (52 percent) were attended by women and we explained the purpose of the call directly to them without engaging the men:\r\n<ul>\r\n	<li>From this group, 12 women (25 percent) attended the training; and</li>\r\n	<li>Even these 12 women reported that they had to inform their husbands about the training before attending the sessions.</li>\r\n</ul>\r\nWe then called those who did not attend the training. Almost all men reported that they had informed their wives but there was no evidence if the information had been conveyed or not. Women who answered the calls reported lack of time as the main constraint for not attending the sessions.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26492\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"ENGAGING WOMEN USING WHATSAPP\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]We also learned that the best way for women to learn more about technology and gain some independence was through ondevice learning;in other words, teaching the women through the phone itself.\r\n\r\nAfter onboarding the six women, we decided to create a WhatsApp group so we could encourage group discussions and send out reminders via the WhatsApp social group to promote conversations on digital payment solutions. The members were active in generating interest and sharing good news with each other. For example, when a woman received her first cash back offer, she shared it with others which encouraged other women to make digital transactions too. It is to be noted that we had created such a WhatsApp group with the men too which was not as active as thewomen’s group.\r\n\r\n[/vc_column_text][vc_column_inner width=\"1/2\"][/vc_column_inner][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"39714\" img_size=\"full\" alignment=\"center\"][vc_column_text letter_spacing=\"\"]Mamta had attended the financial literacy training, where she heard about the benefits of phone-based digital payment solutions, such as the UPI app. She reached out to our female field staff to help her download and register the UPI app. When Mamta made her first transaction, she received a cash back offer of INR 100. A week after onboarding, Mamta reached out to the field staff again. She had formed a group of six women who were willing to adopt the UPI app to take advantage of the cash back offers.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"39715\" img_size=\"full\" alignment=\"center\"][vc_column_text letter_spacing=\"\"]A screenshot of a WhatsApp conversation. Mamta is sharing that she transferred money using Google Pay and earned INR 302. She transferred money to two people – her husband and sisterin-law.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26493\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"PROFILE OF WOMEN WHO ADOPTED DIGITAL PAYMENT SOLUTIONS IN BHATT BASTI\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Like other women in Bhatta Basti, these women also faced certain restrictions on mobility; were running home-based enterprises; and did not have any financial decision-making authority. They owned smartphones which was given to them by their husbands.\r\n\r\nWhile the household income played a key role in the adoption of digital payment solutions, in the women’s case, two distinct characteristics – education\r\n(college graduates) and relationship with their husbands – influenced their decision to adopt digital payment solutions. Additionally, the ability to recharge their phones on their own, using the UPI platform, was the biggest value proposition for these women to actively adopt digital payments.\r\n\r\n[/vc_column_text][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]While in the long run, this behavior change would build the retailer’s banking as well as digital payments history – potentially making them eligible for loans and subsequently other benefits associated with financial inclusion – in the absence of any immediately visible incentives, this behavior change could be challenging.\r\n\r\nMorning hours are the high footfall period for these retailers; and since they usually operate alone, expecting them to leave their store to deposit cash in their banks every day is not a feasible solution. The distance to the bank branch and long lines add to the time loss. Undertaking this on a daily basis will transfer the undue burden to the retailers. And without their cooperation, digital payments uptake along the supply chain is bound to fail.\r\n\r\nApart from the above challenges, Paybee also faced certain operational issues in the process of digitizing invoices. As usual practice, during manual processing of invoice and payments, small deviations in the stock purchase were manually adjusted on a day-to-day basis by the retailers and distributor sales agents. However, after digitization, these operational adjustments were not possible. Also, digitization largely brought down any scope for unscrupulous practices in the supply chain, which was not much appreciated by some stakeholders.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26494\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"POTENTIAL SOLUTIONS FOR RETAILER CASH DIGITIZATION\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In order to digitize the retailer to distributor payments in the dairy supply chain, the issue of cash digitization needed to be resolved. While the sustainable solution is to digitize payments throughout the supply chain, i.e. from consumer to retailer (C2B) and from retailer to distributor (B2B), thus move cash entirely out of the system. This requires transformational behavioral change, which is beyond the scope and tenure of this pilot. Thus, an interim sustainable solution was essential. Taking a cue from other sectors, where cash collection takes place regularly, a third solution namely, the Business Correspondent (BC) model was evaluated. BCs are agents who operate on behalf of the bank, providing limited banking services to merchants or consumers. Within the BC model there could be two modes of operation. Under the first mode, these BCs could be located at nearby stores, which means the retailer would have to go to the BC’s location and deposit money. While this method is simpler than bank visits (as the distance traveled transaction time would be lower) it still does not resolve the issue of the retailer having to close shop to make this trip.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26495\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"THE NEXT STAGE\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Mamta revealed, “The biggest benefit of this app is that we have control on recharging our own phone. Since we cannot go to mobile shops to recharge the phone, we had to rely on our husbands. Now with cash back offers, we not only get additional money but we can use this money to recharge our phones using the UPI app. We feel more in control of our phones.”\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26496\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"KEY LEARNINGS\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\" width=\"1/2\" css=\".vc_custom_1545317968214{padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]<p style=\"color:#ffffff;\">If financial providers or organizations plan to engage women, it is important that they engage with men as well and make the messaging on products and services relevant to the entire family, not just the women.</p>\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\" css=\".vc_custom_1545317959200{padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]<p style=\"color:#ffffff;\">Generalized marketing messages without customization aimed at women customers might not generate sufficient motivation to adopt digital payment solutions as women cannot relate to messages that do not resonate with their day-today lifestyle. For example, the ability to recharge their mobile phones on their own (without depending on their husbands) using mobile-based digital payment solutions such as the UPI app might be a powerful message to attract early adopters.</p>\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=\"1/2\" css=\".vc_custom_1545317983400{padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text letter_spacing=\"\"]<p style=\"color:#ffffff;\">The task of getting new women account holders onboarded onto digital payment platforms requires the highest degree of handholding support throughout the process ending with helping an account holder make the first transaction. Nevertheless, providing handholding support to every woman is not possible. Hence, it is important to understand the profile of potential early women adopters who should be targeted for handholding support. While education and income of a woman might be an important metric for segmentation, we learned that any intervention is affected by the household and gender relations. It is, therefore, important to explore intrahousehold gender dynamics as well. For example, the woman who adopted the UPI app and influenced a few others to join was educated and independent compared to the majority of women in Bhatta Basti.Nonetheless, she would have rejected the use of the UPI app had her husband strongly<br />\r\nopposed it.</p>\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\" css=\".vc_custom_1545317998184{padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text letter_spacing=\"\"]<p style=\"color:#ffffff;\">The best way for women to learn more about technology and gain some independence is through the phone itself. However, the penetration of smartphones is still low among women in urban slums. Given that the ownership of smartphones is on the rise in emerging economies, the likelihood of more women owning smartphones is high in the near future. Hence, context-specific financial literacy using technology ( the power of media such asWhatsApp groups, mobile and the internet) is a key to promoting the concept of digital payment solutions in a community such as Bhatta Basti. One can create a userfriendly app using pictures and videos while keeping the local context in mind, by including familiar physical locations and using the local language to communicate information so as to provide a value proposition to women for using digital payment solutions.</p>\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][kleo_button title=\"Download full report\" href=\"https://cashlesscatalyst.org/wp-content/uploads/2018/09/Dairy-Learning-Note.pdf\" target=\"_blank\" position=\"center\" size=\"lg\" type=\"boxed-icon\" special=\"no\" icon=\"download\" font_size=\"14px\" letter_spacing=\"\" el_class=\"pkirbtn\" icon_custom_background=\"#d11e3c\" icon_custom_text=\"#ffffff\"][/vc_column][/vc_row][vc_row el_id=\"footer_area\" text_align=\"center\" type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" padding_top=\"50px\" padding_bottom=\"50px\" bg_image=\"7886\"][vc_column width=\"1/4\"][/vc_column][vc_column width=\"1/2\" offset=\"vc_col-lg-offset-0 vc_col-md-offset-0 vc_col-sm-offset-0\"][vc_single_image image=\"7888\" img_size=\"full\" alignment=\"center\"][vc_column_text text_color=\"#ffffff\" font_size=\"14px\" letter_spacing=\"\" css=\".vc_custom_1484826151396{margin-top: 35px !important;margin-bottom: 5px !important;padding-right: 20px !important;}\"]\r\n<p style=\"text-align: center;\">CATALYST is an initiative seeded by an alliance between the Government of India &amp; USAID, to expand digital payments and financial inclusion in India, especially for small merchants and low-income consumers.</p>\r\n\r\n[/vc_column_text][kleo_gap][vc_column_text letter_spacing=\"\" css=\".vc_custom_1484051069491{margin-bottom: 0px !important;}\"]\r\n<p style=\"text-align: center;\">[email-newsletter-plugin]</p>\r\n\r\n[/vc_column_text][kleo_icon icon=\"facebook\" href=\"https://www.facebook.com/CashlessCatalyst/\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"linkedin\" href=\"https://www.linkedin.com/company/13221050?trk=tyah&amp;trkInfo=clickedVertical%3Acompany%2CclickedEntityId%3A13221050%2Cidx%3A2-1-2%2CtarId%3A1476420479247%2Ctas%3Acashless%20catalyst\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"twitter\" href=\"https://twitter.com/cashlesscatalys\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"youtube-play\" href=\"https://www.youtube.com/channel/UChuc38_PfawDOu44IfYS4lw\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][/vc_column][vc_column width=\"1/4\"][/vc_column][/vc_row]', 'STRENGTHENING THE POTENTIAL OF DIGITAL FINANCE FOR WOMEN IN BHATTA BASTI', '', 'inherit', 'closed', 'closed', '', '39707-revision-v1', '', '', '2018-12-20 14:58:47', '2018-12-20 14:58:47', '', 39707, 'https://cashlesscatalyst.org/media/39707-revision-v1/', 0, 'revision', '', 0);
INSERT INTO `in_posts` (`ID`, `post_author`, `post_date`, `post_date_gmt`, `post_content`, `post_title`, `post_excerpt`, `post_status`, `comment_status`, `ping_status`, `post_password`, `post_name`, `to_ping`, `pinged`, `post_modified`, `post_modified_gmt`, `post_content_filtered`, `post_parent`, `guid`, `menu_order`, `post_type`, `post_mime_type`, `comment_count`) VALUES
(39719, 12, '2018-12-20 15:00:06', '2018-12-20 15:00:06', '[vc_row equal_height=\"yes\" content_placement=\"middle\" type=\"image\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"110\" padding_bottom=\"0\" bg_image=\"26460\"][vc_column][kleo_gap size=\"100px\"][vc_row_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][vc_column_inner width=\"2/3\"][vc_custom_heading text=\"STRENGTHENING THE POTENTIAL OF DIGITAL FINANCE FOR WOMEN IN BHATTA BASTI\" font_container=\"tag:h2|font_size:48px|text_align:center|color:%23ffffff|line_height:54px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][kleo_gap size=\"140px\"][kleo_gap size=\"50px\"][/vc_column][/vc_row][vc_row equal_height=\"yes\" content_placement=\"middle\" padding_bottom=\"0\"][vc_column width=\"1/2\"][/vc_column][vc_column width=\"1/2\"][vc_row_inner equal_height=\"yes\" content_placement=\"middle\"][vc_column_inner width=\"5/12\"][/vc_column_inner][vc_column_inner width=\"1/3\" css=\".vc_custom_1488531456733{padding-right: 0px !important;}\"][vc_column_text letter_spacing=\"\"][addtoany][/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1488531444909{padding-left: 0px !important;}\"][kleo_button title=\"Print this page\" href=\"https://cashlesscatalyst.org/wp-content/uploads/2018/09/Dairy-Learning-Note.pdf\" target=\"_blank\" style=\"custom\" position=\"left\" size=\"lg\" special=\"no\" border=\"no\" icon=\"print\" font_size=\"16px\" letter_spacing=\"\" el_class=\"grey-icon\" custom_text=\"#d11e3c\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner css=\".vc_custom_1537456868816{margin-bottom: 35px !important;}\"][vc_column_inner width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Development experts argue that digital financial services could empower the poor via new technologies that have the potential to provide greater financial inclusion and expansion of basic services.1 Nevertheless, for digital financial services to achieve their full impact through this rapidly growing technology, women must be included as well.2 Data indicate that when it comes to knowledge and usage of technology, women lag behind.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Recognizing the critical role digital payments can play in deepening financial inclusion, CATALYST adopted a holistic approach towards going digital with a focus on bringing low-income individuals, including women, into the digital payments ecosystem. It initiated an experiment to bring poor households of Bhatta Basti – a low-income slum in Jaipur, Rajasthan – into the formal banking system, promoting active bank usage and providing handholding support to early adopters of digital payment solutions.\r\n\r\nThis paper covers several field stories, underlining the barriers and opportunities to engaging women in adoption of digital payment solutions.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]1. http://www.worldbank.org/en/news/feature/2014/04/10/digital-finance-empowering-poor-new-technologies\r\n\r\n2. http://www.nytimes.com/2015/04/02/business/dealbook/melinda-gates-cellphones-for-women-aid-ascent-from-poverty.html\r\n\r\n[/vc_column_text][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" bg_image=\"26489\"][vc_column][vc_custom_heading text=\"GENDER DISPARITY IN FUNCTIONAL DEBIT CARD AND A SMARTPHONE OWNERSHIP\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In order to understand account holders’ access to functional debit cards (with the PIN generated) and smartphones, we contacted 619 account holders (48 percent were women and 52 percent were men).\r\n<ul>\r\n	<li>Only 16 percent of women account holders had a functional debit card compared to 27 percent of male account holders; and</li>\r\n	<li>Only 33 percent of women account holders had a smart phone, compared to 56 percent of male account holders.</li>\r\n</ul>\r\n[/vc_column_text][vc_single_image image=\"39712\" img_size=\"full\" alignment=\"center\"][vc_column_text letter_spacing=\"\"]Women queuing up at the local bank branch in Bhatta Basti. A qualitative interview with these women helped us understand that even though banks were not considered part of their trusted service providers, bank accounts, loans and debit cards were desired by them.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26490\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"WOMEN, PHONES AND THE ROLE OF HUSBAND\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner el_class=\"normal-style \" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]We visited 16 households of women account holders who owned smartphones, had functional debit cards (wit the PIN generated) and mobile numbers that were registered with the bank accounts. Our goal was to provide information about Unified Payment Interface (UPI) and other digital payment solutions, and get them onboarded on the UPI platform. These women explicitly agreed in advance to our visits (they were provided an option to opt out at any point).\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner el_class=\"normal-style \" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify \"]We learned that it was the men who were usually in charge of women’s smartphones and decisions related to financial products and services. For example, despite allotting female field staff to visit these households, women invited their husbands to be present in the meetings, and men took the lead in communicating with our field staff. In all cases, the men insisted that our field staff install and register the UPI app on their phones as well, which we did. We called these women three weeks after our visits; almost all reported that their husbands were actively using the payment solution, not them.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]Heena had recently received a smartphone from her husband as a birthday gift. However, she did not have access to social media tools such as Facebook, YouTube or WhatsApp when we met her. Her mobile number was not registered with her bank account. On being asked, she said was not interested in downloading digital payment applications, unless her husband had no objection to her using them.\r\n\r\n[/vc_column_text][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26491\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"ENGAPING MEN IN REACHING WOMEN\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In Bhatta Basti, women generally provided the mobile numbers of their husbands at the time of opening a bank account. Hence, to understand to what extent men control women’s access to information and mobility, we conducted an experiment by calling 94 women account holders. The purpose of the call was to invite these women to attend financial literacy sessions that we had organized in Bhatta Basti in partnership with a trusted community organization,\r\nSewa.\r\n\r\nForty-six calls (48 percent) were received by men. When we enquired about the woman account holder, only 14 men passed on the phone to the woman. The rest insisted that we explain the purpose of the call to them and they would convey the message to their wives:\r\n<ul>\r\n	<li>From this group, 17 women attended the training (37 percent); and</li>\r\n	<li>These 17 women reported that their husbands’ knowledge about the training made it easier for them to attend. All reported that their husbands’ positive perception of the training influenced them to participate.</li>\r\n</ul>\r\nForty-eight calls (52 percent) were attended by women and we explained the purpose of the call directly to them without engaging the men:\r\n<ul>\r\n	<li>From this group, 12 women (25 percent) attended the training; and</li>\r\n	<li>Even these 12 women reported that they had to inform their husbands about the training before attending the sessions.</li>\r\n</ul>\r\nWe then called those who did not attend the training. Almost all men reported that they had informed their wives but there was no evidence if the information had been conveyed or not. Women who answered the calls reported lack of time as the main constraint for not attending the sessions.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26492\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"ENGAGING WOMEN USING WHATSAPP\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]We also learned that the best way for women to learn more about technology and gain some independence was through ondevice learning;in other words, teaching the women through the phone itself.\r\n\r\nAfter onboarding the six women, we decided to create a WhatsApp group so we could encourage group discussions and send out reminders via the WhatsApp social group to promote conversations on digital payment solutions. The members were active in generating interest and sharing good news with each other. For example, when a woman received her first cash back offer, she shared it with others which encouraged other women to make digital transactions too. It is to be noted that we had created such a WhatsApp group with the men too which was not as active as thewomen’s group.\r\n\r\n[/vc_column_text][vc_column_inner width=\"1/2\"][/vc_column_inner][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"39714\" img_size=\"full\" alignment=\"center\"][vc_column_text letter_spacing=\"\"]Mamta had attended the financial literacy training, where she heard about the benefits of phone-based digital payment solutions, such as the UPI app. She reached out to our female field staff to help her download and register the UPI app. When Mamta made her first transaction, she received a cash back offer of INR 100. A week after onboarding, Mamta reached out to the field staff again. She had formed a group of six women who were willing to adopt the UPI app to take advantage of the cash back offers.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"39715\" img_size=\"full\" alignment=\"center\"][vc_column_text letter_spacing=\"\"]A screenshot of a WhatsApp conversation. Mamta is sharing that she transferred money using Google Pay and earned INR 302. She transferred money to two people – her husband and sisterin-law.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26493\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"PROFILE OF WOMEN WHO ADOPTED DIGITAL PAYMENT SOLUTIONS IN BHATT BASTI\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Like other women in Bhatta Basti, these women also faced certain restrictions on mobility; were running home-based enterprises; and did not have any financial decision-making authority. They owned smartphones which was given to them by their husbands.\r\n\r\nWhile the household income played a key role in the adoption of digital payment solutions, in the women’s case, two distinct characteristics – education\r\n(college graduates) and relationship with their husbands – influenced their decision to adopt digital payment solutions. Additionally, the ability to recharge their phones on their own, using the UPI platform, was the biggest value proposition for these women to actively adopt digital payments.\r\n\r\n[/vc_column_text][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]While in the long run, this behavior change would build the retailer’s banking as well as digital payments history – potentially making them eligible for loans and subsequently other benefits associated with financial inclusion – in the absence of any immediately visible incentives, this behavior change could be challenging.\r\n\r\nMorning hours are the high footfall period for these retailers; and since they usually operate alone, expecting them to leave their store to deposit cash in their banks every day is not a feasible solution. The distance to the bank branch and long lines add to the time loss. Undertaking this on a daily basis will transfer the undue burden to the retailers. And without their cooperation, digital payments uptake along the supply chain is bound to fail.\r\n\r\nApart from the above challenges, Paybee also faced certain operational issues in the process of digitizing invoices. As usual practice, during manual processing of invoice and payments, small deviations in the stock purchase were manually adjusted on a day-to-day basis by the retailers and distributor sales agents. However, after digitization, these operational adjustments were not possible. Also, digitization largely brought down any scope for unscrupulous practices in the supply chain, which was not much appreciated by some stakeholders.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26494\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"POTENTIAL SOLUTIONS FOR RETAILER CASH DIGITIZATION\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In order to digitize the retailer to distributor payments in the dairy supply chain, the issue of cash digitization needed to be resolved. While the sustainable solution is to digitize payments throughout the supply chain, i.e. from consumer to retailer (C2B) and from retailer to distributor (B2B), thus move cash entirely out of the system. This requires transformational behavioral change, which is beyond the scope and tenure of this pilot. Thus, an interim sustainable solution was essential. Taking a cue from other sectors, where cash collection takes place regularly, a third solution namely, the Business Correspondent (BC) model was evaluated. BCs are agents who operate on behalf of the bank, providing limited banking services to merchants or consumers. Within the BC model there could be two modes of operation. Under the first mode, these BCs could be located at nearby stores, which means the retailer would have to go to the BC’s location and deposit money. While this method is simpler than bank visits (as the distance traveled transaction time would be lower) it still does not resolve the issue of the retailer having to close shop to make this trip.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26495\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"THE NEXT STAGE\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Mamta revealed, “The biggest benefit of this app is that we have control on recharging our own phone. Since we cannot go to mobile shops to recharge the phone, we had to rely on our husbands. Now with cash back offers, we not only get additional money but we can use this money to recharge our phones using the UPI app. We feel more in control of our phones.”\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26496\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"KEY LEARNINGS\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\" width=\"1/2\" css=\".vc_custom_1545318106744{margin-top: 10px !important;margin-right: 10px !important;margin-left: 10px !important;border-bottom-width: 10px !important;padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]\r\n<p style=\"color:#ffffff;\">If financial providers or organizations plan to engage women, it is important that they engage with men as well and make the messaging on products and services relevant to the entire family, not just the women.</p>\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\" css=\".vc_custom_1545318119712{margin-top: 10px !important;margin-right: 10px !important;margin-left: 10px !important;border-bottom-width: 10px !important;padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]\r\n<p style=\"color:#ffffff;\">Generalized marketing messages without customization aimed at women customers might not generate sufficient motivation to adopt digital payment solutions as women cannot relate to messages that do not resonate with their day-today lifestyle. For example, the ability to recharge their mobile phones on their own (without depending on their husbands) using mobile-based digital payment solutions such as the UPI app might be a powerful message to attract early adopters.</p>\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=\"1/2\" css=\".vc_custom_1545317983400{padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text letter_spacing=\"\"]\r\n<p style=\"color:#ffffff;\">The task of getting new women account holders onboarded onto digital payment platforms requires the highest degree of handholding support throughout the process ending with helping an account holder make the first transaction. Nevertheless, providing handholding support to every woman is not possible. Hence, it is important to understand the profile of potential early women adopters who should be targeted for handholding support. While education and income of a woman might be an important metric for segmentation, we learned that any intervention is affected by the household and gender relations. It is, therefore, important to explore intrahousehold gender dynamics as well. For example, the woman who adopted the UPI app and influenced a few others to join was educated and independent compared to the majority of women in Bhatta Basti.Nonetheless, she would have rejected the use of the UPI app had her husband strongly\r\nopposed it.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\" css=\".vc_custom_1545317998184{padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text letter_spacing=\"\"]\r\n<p style=\"color:#ffffff;\">The best way for women to learn more about technology and gain some independence is through the phone itself. However, the penetration of smartphones is still low among women in urban slums. Given that the ownership of smartphones is on the rise in emerging economies, the likelihood of more women owning smartphones is high in the near future. Hence, context-specific financial literacy using technology ( the power of media such asWhatsApp groups, mobile and the internet) is a key to promoting the concept of digital payment solutions in a community such as Bhatta Basti. One can create a userfriendly app using pictures and videos while keeping the local context in mind, by including familiar physical locations and using the local language to communicate information so as to provide a value proposition to women for using digital payment solutions.</p>\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][kleo_button title=\"Download full report\" href=\"https://cashlesscatalyst.org/wp-content/uploads/2018/09/Dairy-Learning-Note.pdf\" target=\"_blank\" position=\"center\" size=\"lg\" type=\"boxed-icon\" special=\"no\" icon=\"download\" font_size=\"14px\" letter_spacing=\"\" el_class=\"pkirbtn\" icon_custom_background=\"#d11e3c\" icon_custom_text=\"#ffffff\"][/vc_column][/vc_row][vc_row el_id=\"footer_area\" text_align=\"center\" type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" padding_top=\"50px\" padding_bottom=\"50px\" bg_image=\"7886\"][vc_column width=\"1/4\"][/vc_column][vc_column width=\"1/2\" offset=\"vc_col-lg-offset-0 vc_col-md-offset-0 vc_col-sm-offset-0\"][vc_single_image image=\"7888\" img_size=\"full\" alignment=\"center\"][vc_column_text text_color=\"#ffffff\" font_size=\"14px\" letter_spacing=\"\" css=\".vc_custom_1484826151396{margin-top: 35px !important;margin-bottom: 5px !important;padding-right: 20px !important;}\"]\r\n<p style=\"text-align: center;\">CATALYST is an initiative seeded by an alliance between the Government of India &amp; USAID, to expand digital payments and financial inclusion in India, especially for small merchants and low-income consumers.</p>\r\n\r\n[/vc_column_text][kleo_gap][vc_column_text letter_spacing=\"\" css=\".vc_custom_1484051069491{margin-bottom: 0px !important;}\"]\r\n<p style=\"text-align: center;\">[email-newsletter-plugin]</p>\r\n\r\n[/vc_column_text][kleo_icon icon=\"facebook\" href=\"https://www.facebook.com/CashlessCatalyst/\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"linkedin\" href=\"https://www.linkedin.com/company/13221050?trk=tyah&amp;trkInfo=clickedVertical%3Acompany%2CclickedEntityId%3A13221050%2Cidx%3A2-1-2%2CtarId%3A1476420479247%2Ctas%3Acashless%20catalyst\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"twitter\" href=\"https://twitter.com/cashlesscatalys\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"youtube-play\" href=\"https://www.youtube.com/channel/UChuc38_PfawDOu44IfYS4lw\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][/vc_column][vc_column width=\"1/4\"][/vc_column][/vc_row]', 'STRENGTHENING THE POTENTIAL OF DIGITAL FINANCE FOR WOMEN IN BHATTA BASTI', '', 'inherit', 'closed', 'closed', '', '39707-revision-v1', '', '', '2018-12-20 15:00:06', '2018-12-20 15:00:06', '', 39707, 'https://cashlesscatalyst.org/media/39707-revision-v1/', 0, 'revision', '', 0);
INSERT INTO `in_posts` (`ID`, `post_author`, `post_date`, `post_date_gmt`, `post_content`, `post_title`, `post_excerpt`, `post_status`, `comment_status`, `ping_status`, `post_password`, `post_name`, `to_ping`, `pinged`, `post_modified`, `post_modified_gmt`, `post_content_filtered`, `post_parent`, `guid`, `menu_order`, `post_type`, `post_mime_type`, `comment_count`) VALUES
(39720, 12, '2018-12-20 15:00:52', '2018-12-20 15:00:52', '[vc_row equal_height=\"yes\" content_placement=\"middle\" type=\"image\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"110\" padding_bottom=\"0\" bg_image=\"26460\"][vc_column][kleo_gap size=\"100px\"][vc_row_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][vc_column_inner width=\"2/3\"][vc_custom_heading text=\"STRENGTHENING THE POTENTIAL OF DIGITAL FINANCE FOR WOMEN IN BHATTA BASTI\" font_container=\"tag:h2|font_size:48px|text_align:center|color:%23ffffff|line_height:54px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][kleo_gap size=\"140px\"][kleo_gap size=\"50px\"][/vc_column][/vc_row][vc_row equal_height=\"yes\" content_placement=\"middle\" padding_bottom=\"0\"][vc_column width=\"1/2\"][/vc_column][vc_column width=\"1/2\"][vc_row_inner equal_height=\"yes\" content_placement=\"middle\"][vc_column_inner width=\"5/12\"][/vc_column_inner][vc_column_inner width=\"1/3\" css=\".vc_custom_1488531456733{padding-right: 0px !important;}\"][vc_column_text letter_spacing=\"\"][addtoany][/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1488531444909{padding-left: 0px !important;}\"][kleo_button title=\"Print this page\" href=\"https://cashlesscatalyst.org/wp-content/uploads/2018/09/Dairy-Learning-Note.pdf\" target=\"_blank\" style=\"custom\" position=\"left\" size=\"lg\" special=\"no\" border=\"no\" icon=\"print\" font_size=\"16px\" letter_spacing=\"\" el_class=\"grey-icon\" custom_text=\"#d11e3c\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner css=\".vc_custom_1537456868816{margin-bottom: 35px !important;}\"][vc_column_inner width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Development experts argue that digital financial services could empower the poor via new technologies that have the potential to provide greater financial inclusion and expansion of basic services.1 Nevertheless, for digital financial services to achieve their full impact through this rapidly growing technology, women must be included as well.2 Data indicate that when it comes to knowledge and usage of technology, women lag behind.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Recognizing the critical role digital payments can play in deepening financial inclusion, CATALYST adopted a holistic approach towards going digital with a focus on bringing low-income individuals, including women, into the digital payments ecosystem. It initiated an experiment to bring poor households of Bhatta Basti – a low-income slum in Jaipur, Rajasthan – into the formal banking system, promoting active bank usage and providing handholding support to early adopters of digital payment solutions.\r\n\r\nThis paper covers several field stories, underlining the barriers and opportunities to engaging women in adoption of digital payment solutions.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]1. http://www.worldbank.org/en/news/feature/2014/04/10/digital-finance-empowering-poor-new-technologies\r\n\r\n2. http://www.nytimes.com/2015/04/02/business/dealbook/melinda-gates-cellphones-for-women-aid-ascent-from-poverty.html\r\n\r\n[/vc_column_text][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" bg_image=\"26489\"][vc_column][vc_custom_heading text=\"GENDER DISPARITY IN FUNCTIONAL DEBIT CARD AND A SMARTPHONE OWNERSHIP\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In order to understand account holders’ access to functional debit cards (with the PIN generated) and smartphones, we contacted 619 account holders (48 percent were women and 52 percent were men).\r\n<ul>\r\n	<li>Only 16 percent of women account holders had a functional debit card compared to 27 percent of male account holders; and</li>\r\n	<li>Only 33 percent of women account holders had a smart phone, compared to 56 percent of male account holders.</li>\r\n</ul>\r\n[/vc_column_text][vc_single_image image=\"39712\" img_size=\"full\" alignment=\"center\"][vc_column_text letter_spacing=\"\"]Women queuing up at the local bank branch in Bhatta Basti. A qualitative interview with these women helped us understand that even though banks were not considered part of their trusted service providers, bank accounts, loans and debit cards were desired by them.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26490\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"WOMEN, PHONES AND THE ROLE OF HUSBAND\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner el_class=\"normal-style \" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]We visited 16 households of women account holders who owned smartphones, had functional debit cards (wit the PIN generated) and mobile numbers that were registered with the bank accounts. Our goal was to provide information about Unified Payment Interface (UPI) and other digital payment solutions, and get them onboarded on the UPI platform. These women explicitly agreed in advance to our visits (they were provided an option to opt out at any point).\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner el_class=\"normal-style \" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify \"]We learned that it was the men who were usually in charge of women’s smartphones and decisions related to financial products and services. For example, despite allotting female field staff to visit these households, women invited their husbands to be present in the meetings, and men took the lead in communicating with our field staff. In all cases, the men insisted that our field staff install and register the UPI app on their phones as well, which we did. We called these women three weeks after our visits; almost all reported that their husbands were actively using the payment solution, not them.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]Heena had recently received a smartphone from her husband as a birthday gift. However, she did not have access to social media tools such as Facebook, YouTube or WhatsApp when we met her. Her mobile number was not registered with her bank account. On being asked, she said was not interested in downloading digital payment applications, unless her husband had no objection to her using them.\r\n\r\n[/vc_column_text][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26491\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"ENGAPING MEN IN REACHING WOMEN\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In Bhatta Basti, women generally provided the mobile numbers of their husbands at the time of opening a bank account. Hence, to understand to what extent men control women’s access to information and mobility, we conducted an experiment by calling 94 women account holders. The purpose of the call was to invite these women to attend financial literacy sessions that we had organized in Bhatta Basti in partnership with a trusted community organization,\r\nSewa.\r\n\r\nForty-six calls (48 percent) were received by men. When we enquired about the woman account holder, only 14 men passed on the phone to the woman. The rest insisted that we explain the purpose of the call to them and they would convey the message to their wives:\r\n<ul>\r\n	<li>From this group, 17 women attended the training (37 percent); and</li>\r\n	<li>These 17 women reported that their husbands’ knowledge about the training made it easier for them to attend. All reported that their husbands’ positive perception of the training influenced them to participate.</li>\r\n</ul>\r\nForty-eight calls (52 percent) were attended by women and we explained the purpose of the call directly to them without engaging the men:\r\n<ul>\r\n	<li>From this group, 12 women (25 percent) attended the training; and</li>\r\n	<li>Even these 12 women reported that they had to inform their husbands about the training before attending the sessions.</li>\r\n</ul>\r\nWe then called those who did not attend the training. Almost all men reported that they had informed their wives but there was no evidence if the information had been conveyed or not. Women who answered the calls reported lack of time as the main constraint for not attending the sessions.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26492\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"ENGAGING WOMEN USING WHATSAPP\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]We also learned that the best way for women to learn more about technology and gain some independence was through ondevice learning;in other words, teaching the women through the phone itself.\r\n\r\nAfter onboarding the six women, we decided to create a WhatsApp group so we could encourage group discussions and send out reminders via the WhatsApp social group to promote conversations on digital payment solutions. The members were active in generating interest and sharing good news with each other. For example, when a woman received her first cash back offer, she shared it with others which encouraged other women to make digital transactions too. It is to be noted that we had created such a WhatsApp group with the men too which was not as active as thewomen’s group.\r\n\r\n[/vc_column_text][vc_column_inner width=\"1/2\"][/vc_column_inner][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"39714\" img_size=\"full\" alignment=\"center\"][vc_column_text letter_spacing=\"\"]Mamta had attended the financial literacy training, where she heard about the benefits of phone-based digital payment solutions, such as the UPI app. She reached out to our female field staff to help her download and register the UPI app. When Mamta made her first transaction, she received a cash back offer of INR 100. A week after onboarding, Mamta reached out to the field staff again. She had formed a group of six women who were willing to adopt the UPI app to take advantage of the cash back offers.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"39715\" img_size=\"full\" alignment=\"center\"][vc_column_text letter_spacing=\"\"]A screenshot of a WhatsApp conversation. Mamta is sharing that she transferred money using Google Pay and earned INR 302. She transferred money to two people – her husband and sisterin-law.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26493\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"PROFILE OF WOMEN WHO ADOPTED DIGITAL PAYMENT SOLUTIONS IN BHATT BASTI\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Like other women in Bhatta Basti, these women also faced certain restrictions on mobility; were running home-based enterprises; and did not have any financial decision-making authority. They owned smartphones which was given to them by their husbands.\r\n\r\nWhile the household income played a key role in the adoption of digital payment solutions, in the women’s case, two distinct characteristics – education\r\n(college graduates) and relationship with their husbands – influenced their decision to adopt digital payment solutions. Additionally, the ability to recharge their phones on their own, using the UPI platform, was the biggest value proposition for these women to actively adopt digital payments.\r\n\r\n[/vc_column_text][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]While in the long run, this behavior change would build the retailer’s banking as well as digital payments history – potentially making them eligible for loans and subsequently other benefits associated with financial inclusion – in the absence of any immediately visible incentives, this behavior change could be challenging.\r\n\r\nMorning hours are the high footfall period for these retailers; and since they usually operate alone, expecting them to leave their store to deposit cash in their banks every day is not a feasible solution. The distance to the bank branch and long lines add to the time loss. Undertaking this on a daily basis will transfer the undue burden to the retailers. And without their cooperation, digital payments uptake along the supply chain is bound to fail.\r\n\r\nApart from the above challenges, Paybee also faced certain operational issues in the process of digitizing invoices. As usual practice, during manual processing of invoice and payments, small deviations in the stock purchase were manually adjusted on a day-to-day basis by the retailers and distributor sales agents. However, after digitization, these operational adjustments were not possible. Also, digitization largely brought down any scope for unscrupulous practices in the supply chain, which was not much appreciated by some stakeholders.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26494\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"POTENTIAL SOLUTIONS FOR RETAILER CASH DIGITIZATION\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In order to digitize the retailer to distributor payments in the dairy supply chain, the issue of cash digitization needed to be resolved. While the sustainable solution is to digitize payments throughout the supply chain, i.e. from consumer to retailer (C2B) and from retailer to distributor (B2B), thus move cash entirely out of the system. This requires transformational behavioral change, which is beyond the scope and tenure of this pilot. Thus, an interim sustainable solution was essential. Taking a cue from other sectors, where cash collection takes place regularly, a third solution namely, the Business Correspondent (BC) model was evaluated. BCs are agents who operate on behalf of the bank, providing limited banking services to merchants or consumers. Within the BC model there could be two modes of operation. Under the first mode, these BCs could be located at nearby stores, which means the retailer would have to go to the BC’s location and deposit money. While this method is simpler than bank visits (as the distance traveled transaction time would be lower) it still does not resolve the issue of the retailer having to close shop to make this trip.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26495\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"THE NEXT STAGE\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Mamta revealed, “The biggest benefit of this app is that we have control on recharging our own phone. Since we cannot go to mobile shops to recharge the phone, we had to rely on our husbands. Now with cash back offers, we not only get additional money but we can use this money to recharge our phones using the UPI app. We feel more in control of our phones.”\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26496\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"KEY LEARNINGS\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\" width=\"1/2\" css=\".vc_custom_1545318106744{margin-top: 10px !important;margin-right: 10px !important;margin-left: 10px !important;border-bottom-width: 10px !important;padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]\r\n<p style=\"color:#ffffff;\">If financial providers or organizations plan to engage women, it is important that they engage with men as well and make the messaging on products and services relevant to the entire family, not just the women.</p>\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\" css=\".vc_custom_1545318119712{margin-top: 10px !important;margin-right: 10px !important;margin-left: 10px !important;border-bottom-width: 10px !important;padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]\r\n<p style=\"color:#ffffff;\">Generalized marketing messages without customization aimed at women customers might not generate sufficient motivation to adopt digital payment solutions as women cannot relate to messages that do not resonate with their day-today lifestyle. For example, the ability to recharge their mobile phones on their own (without depending on their husbands) using mobile-based digital payment solutions such as the UPI app might be a powerful message to attract early adopters.</p>\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=\"1/2\" css=\".vc_custom_1545318151900{margin-top: 10px !important;margin-right: 10px !important;margin-left: 10px !important;border-bottom-width: 10px !important;padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text letter_spacing=\"\"]\r\n<p style=\"color:#ffffff;\">The task of getting new women account holders onboarded onto digital payment platforms requires the highest degree of handholding support throughout the process ending with helping an account holder make the first transaction. Nevertheless, providing handholding support to every woman is not possible. Hence, it is important to understand the profile of potential early women adopters who should be targeted for handholding support. While education and income of a woman might be an important metric for segmentation, we learned that any intervention is affected by the household and gender relations. It is, therefore, important to explore intrahousehold gender dynamics as well. For example, the woman who adopted the UPI app and influenced a few others to join was educated and independent compared to the majority of women in Bhatta Basti.Nonetheless, she would have rejected the use of the UPI app had her husband strongly\r\nopposed it.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\" css=\".vc_custom_1545318165158{margin-top: 10px !important;margin-right: 10px !important;margin-left: 10px !important;border-bottom-width: 10px !important;padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text letter_spacing=\"\"]\r\n<p style=\"color:#ffffff;\">The best way for women to learn more about technology and gain some independence is through the phone itself. However, the penetration of smartphones is still low among women in urban slums. Given that the ownership of smartphones is on the rise in emerging economies, the likelihood of more women owning smartphones is high in the near future. Hence, context-specific financial literacy using technology ( the power of media such asWhatsApp groups, mobile and the internet) is a key to promoting the concept of digital payment solutions in a community such as Bhatta Basti. One can create a userfriendly app using pictures and videos while keeping the local context in mind, by including familiar physical locations and using the local language to communicate information so as to provide a value proposition to women for using digital payment solutions.</p>\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][kleo_button title=\"Download full report\" href=\"https://cashlesscatalyst.org/wp-content/uploads/2018/09/Dairy-Learning-Note.pdf\" target=\"_blank\" position=\"center\" size=\"lg\" type=\"boxed-icon\" special=\"no\" icon=\"download\" font_size=\"14px\" letter_spacing=\"\" el_class=\"pkirbtn\" icon_custom_background=\"#d11e3c\" icon_custom_text=\"#ffffff\"][/vc_column][/vc_row][vc_row el_id=\"footer_area\" text_align=\"center\" type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" padding_top=\"50px\" padding_bottom=\"50px\" bg_image=\"7886\"][vc_column width=\"1/4\"][/vc_column][vc_column width=\"1/2\" offset=\"vc_col-lg-offset-0 vc_col-md-offset-0 vc_col-sm-offset-0\"][vc_single_image image=\"7888\" img_size=\"full\" alignment=\"center\"][vc_column_text text_color=\"#ffffff\" font_size=\"14px\" letter_spacing=\"\" css=\".vc_custom_1484826151396{margin-top: 35px !important;margin-bottom: 5px !important;padding-right: 20px !important;}\"]\r\n<p style=\"text-align: center;\">CATALYST is an initiative seeded by an alliance between the Government of India &amp; USAID, to expand digital payments and financial inclusion in India, especially for small merchants and low-income consumers.</p>\r\n\r\n[/vc_column_text][kleo_gap][vc_column_text letter_spacing=\"\" css=\".vc_custom_1484051069491{margin-bottom: 0px !important;}\"]\r\n<p style=\"text-align: center;\">[email-newsletter-plugin]</p>\r\n\r\n[/vc_column_text][kleo_icon icon=\"facebook\" href=\"https://www.facebook.com/CashlessCatalyst/\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"linkedin\" href=\"https://www.linkedin.com/company/13221050?trk=tyah&amp;trkInfo=clickedVertical%3Acompany%2CclickedEntityId%3A13221050%2Cidx%3A2-1-2%2CtarId%3A1476420479247%2Ctas%3Acashless%20catalyst\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"twitter\" href=\"https://twitter.com/cashlesscatalys\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"youtube-play\" href=\"https://www.youtube.com/channel/UChuc38_PfawDOu44IfYS4lw\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][/vc_column][vc_column width=\"1/4\"][/vc_column][/vc_row]', 'STRENGTHENING THE POTENTIAL OF DIGITAL FINANCE FOR WOMEN IN BHATTA BASTI', '', 'inherit', 'closed', 'closed', '', '39707-revision-v1', '', '', '2018-12-20 15:00:52', '2018-12-20 15:00:52', '', 39707, 'https://cashlesscatalyst.org/media/39707-revision-v1/', 0, 'revision', '', 0);
INSERT INTO `in_posts` (`ID`, `post_author`, `post_date`, `post_date_gmt`, `post_content`, `post_title`, `post_excerpt`, `post_status`, `comment_status`, `ping_status`, `post_password`, `post_name`, `to_ping`, `pinged`, `post_modified`, `post_modified_gmt`, `post_content_filtered`, `post_parent`, `guid`, `menu_order`, `post_type`, `post_mime_type`, `comment_count`) VALUES
(39721, 12, '2018-12-20 15:02:39', '2018-12-20 15:02:39', '[vc_row equal_height=\"yes\" content_placement=\"middle\" type=\"image\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"110\" padding_bottom=\"0\" bg_image=\"26460\"][vc_column][kleo_gap size=\"100px\"][vc_row_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][vc_column_inner width=\"2/3\"][vc_custom_heading text=\"STRENGTHENING THE POTENTIAL OF DIGITAL FINANCE FOR WOMEN IN BHATTA BASTI\" font_container=\"tag:h2|font_size:48px|text_align:center|color:%23ffffff|line_height:54px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][kleo_gap size=\"140px\"][kleo_gap size=\"50px\"][/vc_column][/vc_row][vc_row equal_height=\"yes\" content_placement=\"middle\" padding_bottom=\"0\"][vc_column width=\"1/2\"][/vc_column][vc_column width=\"1/2\"][vc_row_inner equal_height=\"yes\" content_placement=\"middle\"][vc_column_inner width=\"5/12\"][/vc_column_inner][vc_column_inner width=\"1/3\" css=\".vc_custom_1488531456733{padding-right: 0px !important;}\"][vc_column_text letter_spacing=\"\"][addtoany][/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1488531444909{padding-left: 0px !important;}\"][kleo_button title=\"Print this page\" href=\"https://cashlesscatalyst.org/wp-content/uploads/2018/09/Dairy-Learning-Note.pdf\" target=\"_blank\" style=\"custom\" position=\"left\" size=\"lg\" special=\"no\" border=\"no\" icon=\"print\" font_size=\"16px\" letter_spacing=\"\" el_class=\"grey-icon\" custom_text=\"#d11e3c\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner css=\".vc_custom_1537456868816{margin-bottom: 35px !important;}\"][vc_column_inner width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Development experts argue that digital financial services could empower the poor via new technologies that have the potential to provide greater financial inclusion and expansion of basic services.1 Nevertheless, for digital financial services to achieve their full impact through this rapidly growing technology, women must be included as well.2 Data indicate that when it comes to knowledge and usage of technology, women lag behind.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Recognizing the critical role digital payments can play in deepening financial inclusion, CATALYST adopted a holistic approach towards going digital with a focus on bringing low-income individuals, including women, into the digital payments ecosystem. It initiated an experiment to bring poor households of Bhatta Basti – a low-income slum in Jaipur, Rajasthan – into the formal banking system, promoting active bank usage and providing handholding support to early adopters of digital payment solutions.\r\n\r\nThis paper covers several field stories, underlining the barriers and opportunities to engaging women in adoption of digital payment solutions.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]1. http://www.worldbank.org/en/news/feature/2014/04/10/digital-finance-empowering-poor-new-technologies\r\n\r\n2. http://www.nytimes.com/2015/04/02/business/dealbook/melinda-gates-cellphones-for-women-aid-ascent-from-poverty.html\r\n\r\n[/vc_column_text][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" bg_image=\"26489\"][vc_column][vc_custom_heading text=\"GENDER DISPARITY IN FUNCTIONAL DEBIT CARD AND A SMARTPHONE OWNERSHIP\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In order to understand account holders’ access to functional debit cards (with the PIN generated) and smartphones, we contacted 619 account holders (48 percent were women and 52 percent were men).\r\n<ul>\r\n	<li>Only 16 percent of women account holders had a functional debit card compared to 27 percent of male account holders; and</li>\r\n	<li>Only 33 percent of women account holders had a smart phone, compared to 56 percent of male account holders.</li>\r\n</ul>\r\n[/vc_column_text][vc_single_image image=\"39712\" img_size=\"full\" alignment=\"center\"][vc_column_text letter_spacing=\"\"]Women queuing up at the local bank branch in Bhatta Basti. A qualitative interview with these women helped us understand that even though banks were not considered part of their trusted service providers, bank accounts, loans and debit cards were desired by them.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26490\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"WOMEN, PHONES AND THE ROLE OF HUSBAND\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner el_class=\"normal-style \" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]We visited 16 households of women account holders who owned smartphones, had functional debit cards (wit the PIN generated) and mobile numbers that were registered with the bank accounts. Our goal was to provide information about Unified Payment Interface (UPI) and other digital payment solutions, and get them onboarded on the UPI platform. These women explicitly agreed in advance to our visits (they were provided an option to opt out at any point).\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner el_class=\"normal-style \" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify \"]We learned that it was the men who were usually in charge of women’s smartphones and decisions related to financial products and services. For example, despite allotting female field staff to visit these households, women invited their husbands to be present in the meetings, and men took the lead in communicating with our field staff. In all cases, the men insisted that our field staff install and register the UPI app on their phones as well, which we did. We called these women three weeks after our visits; almost all reported that their husbands were actively using the payment solution, not them.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]Heena had recently received a smartphone from her husband as a birthday gift. However, she did not have access to social media tools such as Facebook, YouTube or WhatsApp when we met her. Her mobile number was not registered with her bank account. On being asked, she said was not interested in downloading digital payment applications, unless her husband had no objection to her using them.\r\n\r\n[/vc_column_text][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26491\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"ENGAPING MEN IN REACHING WOMEN\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In Bhatta Basti, women generally provided the mobile numbers of their husbands at the time of opening a bank account. Hence, to understand to what extent men control women’s access to information and mobility, we conducted an experiment by calling 94 women account holders. The purpose of the call was to invite these women to attend financial literacy sessions that we had organized in Bhatta Basti in partnership with a trusted community organization,\r\nSewa.\r\n\r\nForty-six calls (48 percent) were received by men. When we enquired about the woman account holder, only 14 men passed on the phone to the woman. The rest insisted that we explain the purpose of the call to them and they would convey the message to their wives:\r\n<ul>\r\n	<li>From this group, 17 women attended the training (37 percent); and</li>\r\n	<li>These 17 women reported that their husbands’ knowledge about the training made it easier for them to attend. All reported that their husbands’ positive perception of the training influenced them to participate.</li>\r\n</ul>\r\nForty-eight calls (52 percent) were attended by women and we explained the purpose of the call directly to them without engaging the men:\r\n<ul>\r\n	<li>From this group, 12 women (25 percent) attended the training; and</li>\r\n	<li>Even these 12 women reported that they had to inform their husbands about the training before attending the sessions.</li>\r\n</ul>\r\nWe then called those who did not attend the training. Almost all men reported that they had informed their wives but there was no evidence if the information had been conveyed or not. Women who answered the calls reported lack of time as the main constraint for not attending the sessions.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26492\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"ENGAGING WOMEN USING WHATSAPP\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]We also learned that the best way for women to learn more about technology and gain some independence was through ondevice learning;in other words, teaching the women through the phone itself.\r\n\r\nAfter onboarding the six women, we decided to create a WhatsApp group so we could encourage group discussions and send out reminders via the WhatsApp social group to promote conversations on digital payment solutions. The members were active in generating interest and sharing good news with each other. For example, when a woman received her first cash back offer, she shared it with others which encouraged other women to make digital transactions too. It is to be noted that we had created such a WhatsApp group with the men too which was not as active as thewomen’s group.\r\n\r\n[/vc_column_text][vc_column_inner width=\"1/2\"][/vc_column_inner][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"39714\" img_size=\"full\" alignment=\"center\"][vc_column_text letter_spacing=\"\"]Mamta had attended the financial literacy training, where she heard about the benefits of phone-based digital payment solutions, such as the UPI app. She reached out to our female field staff to help her download and register the UPI app. When Mamta made her first transaction, she received a cash back offer of INR 100. A week after onboarding, Mamta reached out to the field staff again. She had formed a group of six women who were willing to adopt the UPI app to take advantage of the cash back offers.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"39715\" img_size=\"full\" alignment=\"center\"][vc_column_text letter_spacing=\"\"]A screenshot of a WhatsApp conversation. Mamta is sharing that she transferred money using Google Pay and earned INR 302. She transferred money to two people – her husband and sisterin-law.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26493\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"PROFILE OF WOMEN WHO ADOPTED DIGITAL PAYMENT SOLUTIONS IN BHATT BASTI\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Like other women in Bhatta Basti, these women also faced certain restrictions on mobility; were running home-based enterprises; and did not have any financial decision-making authority. They owned smartphones which was given to them by their husbands.\r\n\r\nWhile the household income played a key role in the adoption of digital payment solutions, in the women’s case, two distinct characteristics – education\r\n(college graduates) and relationship with their husbands – influenced their decision to adopt digital payment solutions. Additionally, the ability to recharge their phones on their own, using the UPI platform, was the biggest value proposition for these women to actively adopt digital payments.\r\n\r\n[/vc_column_text][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]While in the long run, this behavior change would build the retailer’s banking as well as digital payments history – potentially making them eligible for loans and subsequently other benefits associated with financial inclusion – in the absence of any immediately visible incentives, this behavior change could be challenging.\r\n\r\nMorning hours are the high footfall period for these retailers; and since they usually operate alone, expecting them to leave their store to deposit cash in their banks every day is not a feasible solution. The distance to the bank branch and long lines add to the time loss. Undertaking this on a daily basis will transfer the undue burden to the retailers. And without their cooperation, digital payments uptake along the supply chain is bound to fail.\r\n\r\nApart from the above challenges, Paybee also faced certain operational issues in the process of digitizing invoices. As usual practice, during manual processing of invoice and payments, small deviations in the stock purchase were manually adjusted on a day-to-day basis by the retailers and distributor sales agents. However, after digitization, these operational adjustments were not possible. Also, digitization largely brought down any scope for unscrupulous practices in the supply chain, which was not much appreciated by some stakeholders.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26494\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"POTENTIAL SOLUTIONS FOR RETAILER CASH DIGITIZATION\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In order to digitize the retailer to distributor payments in the dairy supply chain, the issue of cash digitization needed to be resolved. While the sustainable solution is to digitize payments throughout the supply chain, i.e. from consumer to retailer (C2B) and from retailer to distributor (B2B), thus move cash entirely out of the system. This requires transformational behavioral change, which is beyond the scope and tenure of this pilot. Thus, an interim sustainable solution was essential. Taking a cue from other sectors, where cash collection takes place regularly, a third solution namely, the Business Correspondent (BC) model was evaluated. BCs are agents who operate on behalf of the bank, providing limited banking services to merchants or consumers. Within the BC model there could be two modes of operation. Under the first mode, these BCs could be located at nearby stores, which means the retailer would have to go to the BC’s location and deposit money. While this method is simpler than bank visits (as the distance traveled transaction time would be lower) it still does not resolve the issue of the retailer having to close shop to make this trip.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26495\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"THE NEXT STAGE\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Mamta revealed, “The biggest benefit of this app is that we have control on recharging our own phone. Since we cannot go to mobile shops to recharge the phone, we had to rely on our husbands. Now with cash back offers, we not only get additional money but we can use this money to recharge our phones using the UPI app. We feel more in control of our phones.”\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26496\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"KEY LEARNINGS\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\" width=\"1/2\" css=\".vc_custom_1545318245280{margin-top: 10px !important;margin-right: 10px !important;margin-bottom: 10px !important;margin-left: 10px !important;padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]\r\n<p style=\"color:#ffffff;\">If financial providers or organizations plan to engage women, it is important that they engage with men as well and make the messaging on products and services relevant to the entire family, not just the women.</p>\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\" css=\".vc_custom_1545318253567{margin-top: 10px !important;margin-right: 10px !important;margin-bottom: 10px !important;margin-left: 10px !important;padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]\r\n<p style=\"color:#ffffff;\">Generalized marketing messages without customization aimed at women customers might not generate sufficient motivation to adopt digital payment solutions as women cannot relate to messages that do not resonate with their day-today lifestyle. For example, the ability to recharge their mobile phones on their own (without depending on their husbands) using mobile-based digital payment solutions such as the UPI app might be a powerful message to attract early adopters.</p>\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=\"1/2\" css=\".vc_custom_1545318264542{margin-top: 10px !important;margin-right: 10px !important;margin-bottom: 10px !important;margin-left: 10px !important;padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text letter_spacing=\"\"]\r\n<p style=\"color:#ffffff;\">The task of getting new women account holders onboarded onto digital payment platforms requires the highest degree of handholding support throughout the process ending with helping an account holder make the first transaction. Nevertheless, providing handholding support to every woman is not possible. Hence, it is important to understand the profile of potential early women adopters who should be targeted for handholding support. While education and income of a woman might be an important metric for segmentation, we learned that any intervention is affected by the household and gender relations. It is, therefore, important to explore intrahousehold gender dynamics as well. For example, the woman who adopted the UPI app and influenced a few others to join was educated and independent compared to the majority of women in Bhatta Basti.Nonetheless, she would have rejected the use of the UPI app had her husband strongly\r\nopposed it.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\" css=\".vc_custom_1545318272311{margin-top: 10px !important;margin-right: 10px !important;margin-bottom: 10px !important;margin-left: 10px !important;padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text letter_spacing=\"\"]\r\n<p style=\"color:#ffffff;\">The best way for women to learn more about technology and gain some independence is through the phone itself. However, the penetration of smartphones is still low among women in urban slums. Given that the ownership of smartphones is on the rise in emerging economies, the likelihood of more women owning smartphones is high in the near future. Hence, context-specific financial literacy using technology ( the power of media such asWhatsApp groups, mobile and the internet) is a key to promoting the concept of digital payment solutions in a community such as Bhatta Basti. One can create a userfriendly app using pictures and videos while keeping the local context in mind, by including familiar physical locations and using the local language to communicate information so as to provide a value proposition to women for using digital payment solutions.</p>\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][kleo_button title=\"Download full report\" href=\"https://cashlesscatalyst.org/wp-content/uploads/2018/09/Dairy-Learning-Note.pdf\" target=\"_blank\" position=\"center\" size=\"lg\" type=\"boxed-icon\" special=\"no\" icon=\"download\" font_size=\"14px\" letter_spacing=\"\" el_class=\"pkirbtn\" icon_custom_background=\"#d11e3c\" icon_custom_text=\"#ffffff\"][/vc_column][/vc_row][vc_row el_id=\"footer_area\" text_align=\"center\" type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" padding_top=\"50px\" padding_bottom=\"50px\" bg_image=\"7886\"][vc_column width=\"1/4\"][/vc_column][vc_column width=\"1/2\" offset=\"vc_col-lg-offset-0 vc_col-md-offset-0 vc_col-sm-offset-0\"][vc_single_image image=\"7888\" img_size=\"full\" alignment=\"center\"][vc_column_text text_color=\"#ffffff\" font_size=\"14px\" letter_spacing=\"\" css=\".vc_custom_1484826151396{margin-top: 35px !important;margin-bottom: 5px !important;padding-right: 20px !important;}\"]\r\n<p style=\"text-align: center;\">CATALYST is an initiative seeded by an alliance between the Government of India &amp; USAID, to expand digital payments and financial inclusion in India, especially for small merchants and low-income consumers.</p>\r\n\r\n[/vc_column_text][kleo_gap][vc_column_text letter_spacing=\"\" css=\".vc_custom_1484051069491{margin-bottom: 0px !important;}\"]\r\n<p style=\"text-align: center;\">[email-newsletter-plugin]</p>\r\n\r\n[/vc_column_text][kleo_icon icon=\"facebook\" href=\"https://www.facebook.com/CashlessCatalyst/\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"linkedin\" href=\"https://www.linkedin.com/company/13221050?trk=tyah&amp;trkInfo=clickedVertical%3Acompany%2CclickedEntityId%3A13221050%2Cidx%3A2-1-2%2CtarId%3A1476420479247%2Ctas%3Acashless%20catalyst\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"twitter\" href=\"https://twitter.com/cashlesscatalys\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"youtube-play\" href=\"https://www.youtube.com/channel/UChuc38_PfawDOu44IfYS4lw\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][/vc_column][vc_column width=\"1/4\"][/vc_column][/vc_row]', 'STRENGTHENING THE POTENTIAL OF DIGITAL FINANCE FOR WOMEN IN BHATTA BASTI', '', 'inherit', 'closed', 'closed', '', '39707-revision-v1', '', '', '2018-12-20 15:02:39', '2018-12-20 15:02:39', '', 39707, 'https://cashlesscatalyst.org/media/39707-revision-v1/', 0, 'revision', '', 0);
INSERT INTO `in_posts` (`ID`, `post_author`, `post_date`, `post_date_gmt`, `post_content`, `post_title`, `post_excerpt`, `post_status`, `comment_status`, `ping_status`, `post_password`, `post_name`, `to_ping`, `pinged`, `post_modified`, `post_modified_gmt`, `post_content_filtered`, `post_parent`, `guid`, `menu_order`, `post_type`, `post_mime_type`, `comment_count`) VALUES
(39732, 12, '2018-12-20 15:21:37', '2018-12-20 15:21:37', '[vc_row equal_height=\"yes\" content_placement=\"middle\" type=\"image\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"110\" padding_bottom=\"0\" bg_image=\"39725\"][vc_column][kleo_gap size=\"100px\"][vc_row_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][vc_column_inner width=\"2/3\"][vc_custom_heading text=\"STRENGTHENING THE POTENTIAL OF DIGITAL FINANCE FOR WOMEN IN BHATTA BASTI\" font_container=\"tag:h2|font_size:48px|text_align:center|color:%23ffffff|line_height:54px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][kleo_gap size=\"140px\"][kleo_gap size=\"50px\"][/vc_column][/vc_row][vc_row equal_height=\"yes\" content_placement=\"middle\" padding_bottom=\"0\"][vc_column width=\"1/2\"][/vc_column][vc_column width=\"1/2\"][vc_row_inner equal_height=\"yes\" content_placement=\"middle\"][vc_column_inner width=\"5/12\"][/vc_column_inner][vc_column_inner width=\"1/3\" css=\".vc_custom_1488531456733{padding-right: 0px !important;}\"][vc_column_text letter_spacing=\"\"][addtoany][/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1488531444909{padding-left: 0px !important;}\"][kleo_button title=\"Print this page\" href=\"https://cashlesscatalyst.org/wp-content/uploads/2018/09/Dairy-Learning-Note.pdf\" target=\"_blank\" style=\"custom\" position=\"left\" size=\"lg\" special=\"no\" border=\"no\" icon=\"print\" font_size=\"16px\" letter_spacing=\"\" el_class=\"grey-icon\" custom_text=\"#d11e3c\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner css=\".vc_custom_1537456868816{margin-bottom: 35px !important;}\"][vc_column_inner width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Development experts argue that digital financial services could empower the poor via new technologies that have the potential to provide greater financial inclusion and expansion of basic services.1 Nevertheless, for digital financial services to achieve their full impact through this rapidly growing technology, women must be included as well.2 Data indicate that when it comes to knowledge and usage of technology, women lag behind.\r\n\r\nRecognizing the critical role digital payments can play in deepening financial inclusion, CATALYST adopted a holistic approach towards going digital with a focus on bringing low-income individuals, including women, into the digital payments ecosystem.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"] It initiated an experiment to bring poor households of Bhatta Basti – a low-income slum in Jaipur, Rajasthan – into the formal banking system, promoting active bank usage and providing handholding support to early adopters of digital payment solutions.\r\n\r\nThis paper covers several field stories, underlining the barriers and opportunities to engaging women in adoption of digital payment solutions.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]1. http://www.worldbank.org/en/news/feature/2014/04/10/digital-finance-empowering-poor-new-technologies\r\n\r\n2. http://www.nytimes.com/2015/04/02/business/dealbook/melinda-gates-cellphones-for-women-aid-ascent-from-poverty.html\r\n\r\n[/vc_column_text][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" bg_image=\"39726\"][vc_column][vc_custom_heading text=\"GENDER DISPARITY IN FUNCTIONAL DEBIT CARD AND A SMARTPHONE OWNERSHIP\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In order to understand account holders’ access to functional debit cards (with the PIN generated) and smartphones, we contacted 619 account holders (48 percent were women and 52 percent were men).\r\n<ul>\r\n	<li>Only 16 percent of women account holders had a functional debit card compared to 27 percent of male account holders; and</li>\r\n	<li>Only 33 percent of women account holders had a smart phone, compared to 56 percent of male account holders.</li>\r\n</ul>\r\n[/vc_column_text][vc_single_image image=\"39712\" img_size=\"full\" alignment=\"center\"][vc_column_text letter_spacing=\"\"]Women queuing up at the local bank branch in Bhatta Basti. A qualitative interview with these women helped us understand that even though banks were not considered part of their trusted service providers, bank accounts, loans and debit cards were desired by them.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"39727\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"WOMEN, PHONES AND THE ROLE OF HUSBAND\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner el_class=\"normal-style \" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]We visited 16 households of women account holders who owned smartphones, had functional debit cards (wit the PIN generated) and mobile numbers that were registered with the bank accounts. Our goal was to provide information about Unified Payment Interface (UPI) and other digital payment solutions, and get them onboarded on the UPI platform. These women explicitly agreed in advance to our visits (they were provided an option to opt out at any point).\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner el_class=\"normal-style \" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify \"]We learned that it was the men who were usually in charge of women’s smartphones and decisions related to financial products and services. For example, despite allotting female field staff to visit these households, women invited their husbands to be present in the meetings, and men took the lead in communicating with our field staff. In all cases, the men insisted that our field staff install and register the UPI app on their phones as well, which we did. We called these women three weeks after our visits; almost all reported that their husbands were actively using the payment solution, not them.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]Heena had recently received a smartphone from her husband as a birthday gift. However, she did not have access to social media tools such as Facebook, YouTube or WhatsApp when we met her. Her mobile number was not registered with her bank account. On being asked, she said was not interested in downloading digital payment applications, unless her husband had no objection to her using them.\r\n\r\n[/vc_column_text][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"39729\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"ENGAPING MEN IN REACHING WOMEN\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In Bhatta Basti, women generally provided the mobile numbers of their husbands at the time of opening a bank account. Hence, to understand to what extent men control women’s access to information and mobility, we conducted an experiment by calling 94 women account holders. The purpose of the call was to invite these women to attend financial literacy sessions that we had organized in Bhatta Basti in partnership with a trusted community organization,\r\nSewa.\r\n\r\nForty-six calls (48 percent) were received by men. When we enquired about the woman account holder, only 14 men passed on the phone to the woman. The rest insisted that we explain the purpose of the call to them and they would convey the message to their wives:\r\n<ul>\r\n	<li>From this group, 17 women attended the training (37 percent); and</li>\r\n	<li>These 17 women reported that their husbands’ knowledge about the training made it easier for them to attend. All reported that their husbands’ positive perception of the training influenced them to participate.</li>\r\n</ul>\r\nForty-eight calls (52 percent) were attended by women and we explained the purpose of the call directly to them without engaging the men:\r\n<ul>\r\n	<li>From this group, 12 women (25 percent) attended the training; and</li>\r\n	<li>Even these 12 women reported that they had to inform their husbands about the training before attending the sessions.</li>\r\n</ul>\r\nWe then called those who did not attend the training. Almost all men reported that they had informed their wives but there was no evidence if the information had been conveyed or not. Women who answered the calls reported lack of time as the main constraint for not attending the sessions.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"39730\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"ENGAGING WOMEN USING WHATSAPP\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]We also learned that the best way for women to learn more about technology and gain some independence was through ondevice learning;in other words, teaching the women through the phone itself.\r\n\r\nAfter onboarding the six women, we decided to create a WhatsApp group so we could encourage group discussions and send out reminders via the WhatsApp social group to promote conversations on digital payment solutions. The members were active in generating interest and sharing good news with each other. For example, when a woman received her first cash back offer, she shared it with others which encouraged other women to make digital transactions too. It is to be noted that we had created such a WhatsApp group with the men too which was not as active as thewomen’s group.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"39714\" img_size=\"full\" alignment=\"center\"][vc_column_text letter_spacing=\"\"]Mamta had attended the financial literacy training, where she heard about the benefits of phone-based digital payment solutions, such as the UPI app. She reached out to our female field staff to help her download and register the UPI app. When Mamta made her first transaction, she received a cash back offer of INR 100. A week after onboarding, Mamta reached out to the field staff again. She had formed a group of six women who were willing to adopt the UPI app to take advantage of the cash back offers.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"39715\" img_size=\"full\" alignment=\"center\"][vc_column_text letter_spacing=\"\"]A screenshot of a WhatsApp conversation. Mamta is sharing that she transferred money using Google Pay and earned INR 302. She transferred money to two people – her husband and sisterin-law.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"39731\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"PROFILE OF WOMEN WHO ADOPTED DIGITAL PAYMENT SOLUTIONS IN BHATT BASTI\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Like other women in Bhatta Basti, these women also faced certain restrictions on mobility; were running home-based enterprises; and did not have any financial decision-making authority. They owned smartphones which was given to them by their husbands.\r\n\r\nWhile the household income played a key role in the adoption of digital payment solutions, in the women’s case, two distinct characteristics – education\r\n(college graduates) and relationship with their husbands – influenced their decision to adopt digital payment solutions. Additionally, the ability to recharge their phones on their own, using the UPI platform, was the biggest value proposition for these women to actively adopt digital payments.\r\n\r\n[/vc_column_text][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]While in the long run, this behavior change would build the retailer’s banking as well as digital payments history – potentially making them eligible for loans and subsequently other benefits associated with financial inclusion – in the absence of any immediately visible incentives, this behavior change could be challenging.\r\n\r\nMorning hours are the high footfall period for these retailers; and since they usually operate alone, expecting them to leave their store to deposit cash in their banks every day is not a feasible solution. The distance to the bank branch and long lines add to the time loss. Undertaking this on a daily basis will transfer the undue burden to the retailers. And without their cooperation, digital payments uptake along the supply chain is bound to fail.\r\n\r\nApart from the above challenges, Paybee also faced certain operational issues in the process of digitizing invoices. As usual practice, during manual processing of invoice and payments, small deviations in the stock purchase were manually adjusted on a day-to-day basis by the retailers and distributor sales agents. However, after digitization, these operational adjustments were not possible. Also, digitization largely brought down any scope for unscrupulous practices in the supply chain, which was not much appreciated by some stakeholders.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#d1203d\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"POTENTIAL SOLUTIONS FOR RETAILER CASH DIGITIZATION\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In order to digitize the retailer to distributor payments in the dairy supply chain, the issue of cash digitization needed to be resolved. While the sustainable solution is to digitize payments throughout the supply chain, i.e. from consumer to retailer (C2B) and from retailer to distributor (B2B), thus move cash entirely out of the system. This requires transformational behavioral change, which is beyond the scope and tenure of this pilot. Thus, an interim sustainable solution was essential. Taking a cue from other sectors, where cash collection takes place regularly, a third solution namely, the Business Correspondent (BC) model was evaluated. BCs are agents who operate on behalf of the bank, providing limited banking services to merchants or consumers. Within the BC model there could be two modes of operation. Under the first mode, these BCs could be located at nearby stores, which means the retailer would have to go to the BC’s location and deposit money. While this method is simpler than bank visits (as the distance traveled transaction time would be lower) it still does not resolve the issue of the retailer having to close shop to make this trip.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#d1203d\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"THE NEXT STAGE\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Mamta revealed, “The biggest benefit of this app is that we have control on recharging our own phone. Since we cannot go to mobile shops to recharge the phone, we had to rely on our husbands. Now with cash back offers, we not only get additional money but we can use this money to recharge our phones using the UPI app. We feel more in control of our phones.”\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#d1203d\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"KEY LEARNINGS\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\" width=\"1/2\" css=\".vc_custom_1545318245280{margin-top: 10px !important;margin-right: 10px !important;margin-bottom: 10px !important;margin-left: 10px !important;padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]\r\n<p style=\"color:#ffffff;\">If financial providers or organizations plan to engage women, it is important that they engage with men as well and make the messaging on products and services relevant to the entire family, not just the women.</p>\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\" css=\".vc_custom_1545318253567{margin-top: 10px !important;margin-right: 10px !important;margin-bottom: 10px !important;margin-left: 10px !important;padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]\r\n<p style=\"color:#ffffff;\">Generalized marketing messages without customization aimed at women customers might not generate sufficient motivation to adopt digital payment solutions as women cannot relate to messages that do not resonate with their day-today lifestyle. For example, the ability to recharge their mobile phones on their own (without depending on their husbands) using mobile-based digital payment solutions such as the UPI app might be a powerful message to attract early adopters.</p>\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\" width=\"1/2\" css=\".vc_custom_1545318245280{margin-top: 10px !important;margin-right: 10px !important;margin-bottom: 10px !important;margin-left: 10px !important;padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]\r\n<p style=\"color:#ffffff;\">The task of getting new women account holders onboarded onto digital payment platforms requires the highest degree of handholding support throughout the process ending with helping an account holder make the first transaction. Nevertheless, providing handholding support to every woman is not possible. Hence, it is important to understand the profile of potential early women adopters who should be targeted for handholding support. While education and income of a woman might be an important metric for segmentation, we learned that any intervention is affected by the household and gender relations. It is, therefore, important to explore intrahousehold gender dynamics as well. For example, the woman who adopted the UPI app and influenced a few others to join was educated and independent compared to the majority of women in Bhatta Basti.Nonetheless, she would have rejected the use of the UPI app had her husband strongly\r\nopposed it.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\" css=\".vc_custom_1545318253567{margin-top: 10px !important;margin-right: 10px !important;margin-bottom: 10px !important;margin-left: 10px !important;padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]\r\n<p style=\"color:#ffffff;\">The best way for women to learn more about technology and gain some independence is through the phone itself. However, the penetration of smartphones is still low among women in urban slums. Given that the ownership of smartphones is on the rise in emerging economies, the likelihood of more women owning smartphones is high in the near future. Hence, context-specific financial literacy using technology ( the power of media such asWhatsApp groups, mobile and the internet) is a key to promoting the concept of digital payment solutions in a community such as Bhatta Basti. One can create a userfriendly app using pictures and videos while keeping the local context in mind, by including familiar physical locations and using the local language to communicate information so as to provide a value proposition to women for using digital payment solutions.</p>\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][kleo_button title=\"Download full report\" href=\"https://cashlesscatalyst.org/wp-content/uploads/2018/09/Dairy-Learning-Note.pdf\" target=\"_blank\" position=\"center\" size=\"lg\" type=\"boxed-icon\" special=\"no\" icon=\"download\" font_size=\"14px\" letter_spacing=\"\" el_class=\"pkirbtn\" icon_custom_background=\"#d11e3c\" icon_custom_text=\"#ffffff\"][/vc_column][/vc_row][vc_row el_id=\"footer_area\" text_align=\"center\" type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" padding_top=\"50px\" padding_bottom=\"50px\" bg_image=\"7886\"][vc_column width=\"1/4\"][/vc_column][vc_column width=\"1/2\" offset=\"vc_col-lg-offset-0 vc_col-md-offset-0 vc_col-sm-offset-0\"][vc_single_image image=\"7888\" img_size=\"full\" alignment=\"center\"][vc_column_text text_color=\"#ffffff\" font_size=\"14px\" letter_spacing=\"\" css=\".vc_custom_1484826151396{margin-top: 35px !important;margin-bottom: 5px !important;padding-right: 20px !important;}\"]\r\n<p style=\"text-align: center;\">CATALYST is an initiative seeded by an alliance between the Government of India &amp; USAID, to expand digital payments and financial inclusion in India, especially for small merchants and low-income consumers.</p>\r\n\r\n[/vc_column_text][kleo_gap][vc_column_text letter_spacing=\"\" css=\".vc_custom_1484051069491{margin-bottom: 0px !important;}\"]\r\n<p style=\"text-align: center;\">[email-newsletter-plugin]</p>\r\n\r\n[/vc_column_text][kleo_icon icon=\"facebook\" href=\"https://www.facebook.com/CashlessCatalyst/\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"linkedin\" href=\"https://www.linkedin.com/company/13221050?trk=tyah&amp;trkInfo=clickedVertical%3Acompany%2CclickedEntityId%3A13221050%2Cidx%3A2-1-2%2CtarId%3A1476420479247%2Ctas%3Acashless%20catalyst\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"twitter\" href=\"https://twitter.com/cashlesscatalys\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"youtube-play\" href=\"https://www.youtube.com/channel/UChuc38_PfawDOu44IfYS4lw\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][/vc_column][vc_column width=\"1/4\"][/vc_column][/vc_row]', 'STRENGTHENING THE POTENTIAL OF DIGITAL FINANCE FOR WOMEN IN BHATTA BASTI', '', 'inherit', 'closed', 'closed', '', '39707-revision-v1', '', '', '2018-12-20 15:21:37', '2018-12-20 15:21:37', '', 39707, 'https://cashlesscatalyst.org/media/39707-revision-v1/', 0, 'revision', '', 0);
INSERT INTO `in_posts` (`ID`, `post_author`, `post_date`, `post_date_gmt`, `post_content`, `post_title`, `post_excerpt`, `post_status`, `comment_status`, `ping_status`, `post_password`, `post_name`, `to_ping`, `pinged`, `post_modified`, `post_modified_gmt`, `post_content_filtered`, `post_parent`, `guid`, `menu_order`, `post_type`, `post_mime_type`, `comment_count`) VALUES
(39723, 12, '2018-12-20 15:05:39', '2018-12-20 15:05:39', '[vc_row equal_height=\"yes\" content_placement=\"middle\" type=\"image\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"110\" padding_bottom=\"0\" bg_image=\"26460\"][vc_column][kleo_gap size=\"100px\"][vc_row_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][vc_column_inner width=\"2/3\"][vc_custom_heading text=\"STRENGTHENING THE POTENTIAL OF DIGITAL FINANCE FOR WOMEN IN BHATTA BASTI\" font_container=\"tag:h2|font_size:48px|text_align:center|color:%23ffffff|line_height:54px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][kleo_gap size=\"140px\"][kleo_gap size=\"50px\"][/vc_column][/vc_row][vc_row equal_height=\"yes\" content_placement=\"middle\" padding_bottom=\"0\"][vc_column width=\"1/2\"][/vc_column][vc_column width=\"1/2\"][vc_row_inner equal_height=\"yes\" content_placement=\"middle\"][vc_column_inner width=\"5/12\"][/vc_column_inner][vc_column_inner width=\"1/3\" css=\".vc_custom_1488531456733{padding-right: 0px !important;}\"][vc_column_text letter_spacing=\"\"][addtoany][/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1488531444909{padding-left: 0px !important;}\"][kleo_button title=\"Print this page\" href=\"https://cashlesscatalyst.org/wp-content/uploads/2018/09/Dairy-Learning-Note.pdf\" target=\"_blank\" style=\"custom\" position=\"left\" size=\"lg\" special=\"no\" border=\"no\" icon=\"print\" font_size=\"16px\" letter_spacing=\"\" el_class=\"grey-icon\" custom_text=\"#d11e3c\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner css=\".vc_custom_1537456868816{margin-bottom: 35px !important;}\"][vc_column_inner width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Development experts argue that digital financial services could empower the poor via new technologies that have the potential to provide greater financial inclusion and expansion of basic services.1 Nevertheless, for digital financial services to achieve their full impact through this rapidly growing technology, women must be included as well.2 Data indicate that when it comes to knowledge and usage of technology, women lag behind.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Recognizing the critical role digital payments can play in deepening financial inclusion, CATALYST adopted a holistic approach towards going digital with a focus on bringing low-income individuals, including women, into the digital payments ecosystem. It initiated an experiment to bring poor households of Bhatta Basti – a low-income slum in Jaipur, Rajasthan – into the formal banking system, promoting active bank usage and providing handholding support to early adopters of digital payment solutions.\r\n\r\nThis paper covers several field stories, underlining the barriers and opportunities to engaging women in adoption of digital payment solutions.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]1. http://www.worldbank.org/en/news/feature/2014/04/10/digital-finance-empowering-poor-new-technologies\r\n\r\n2. http://www.nytimes.com/2015/04/02/business/dealbook/melinda-gates-cellphones-for-women-aid-ascent-from-poverty.html\r\n\r\n[/vc_column_text][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" bg_image=\"26489\"][vc_column][vc_custom_heading text=\"GENDER DISPARITY IN FUNCTIONAL DEBIT CARD AND A SMARTPHONE OWNERSHIP\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\"][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In order to understand account holders’ access to functional debit cards (with the PIN generated) and smartphones, we contacted 619 account holders (48 percent were women and 52 percent were men).\r\n<ul>\r\n	<li>Only 16 percent of women account holders had a functional debit card compared to 27 percent of male account holders; and</li>\r\n	<li>Only 33 percent of women account holders had a smart phone, compared to 56 percent of male account holders.</li>\r\n</ul>\r\n[/vc_column_text][vc_single_image image=\"39712\" img_size=\"full\" alignment=\"center\"][vc_column_text letter_spacing=\"\"]Women queuing up at the local bank branch in Bhatta Basti. A qualitative interview with these women helped us understand that even though banks were not considered part of their trusted service providers, bank accounts, loans and debit cards were desired by them.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26490\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"WOMEN, PHONES AND THE ROLE OF HUSBAND\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner el_class=\"normal-style \" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]We visited 16 households of women account holders who owned smartphones, had functional debit cards (wit the PIN generated) and mobile numbers that were registered with the bank accounts. Our goal was to provide information about Unified Payment Interface (UPI) and other digital payment solutions, and get them onboarded on the UPI platform. These women explicitly agreed in advance to our visits (they were provided an option to opt out at any point).\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner el_class=\"normal-style \" width=\"1/2\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify \"]We learned that it was the men who were usually in charge of women’s smartphones and decisions related to financial products and services. For example, despite allotting female field staff to visit these households, women invited their husbands to be present in the meetings, and men took the lead in communicating with our field staff. In all cases, the men insisted that our field staff install and register the UPI app on their phones as well, which we did. We called these women three weeks after our visits; almost all reported that their husbands were actively using the payment solution, not them.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]Heena had recently received a smartphone from her husband as a birthday gift. However, she did not have access to social media tools such as Facebook, YouTube or WhatsApp when we met her. Her mobile number was not registered with her bank account. On being asked, she said was not interested in downloading digital payment applications, unless her husband had no objection to her using them.\r\n\r\n[/vc_column_text][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26491\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"ENGAPING MEN IN REACHING WOMEN\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In Bhatta Basti, women generally provided the mobile numbers of their husbands at the time of opening a bank account. Hence, to understand to what extent men control women’s access to information and mobility, we conducted an experiment by calling 94 women account holders. The purpose of the call was to invite these women to attend financial literacy sessions that we had organized in Bhatta Basti in partnership with a trusted community organization,\r\nSewa.\r\n\r\nForty-six calls (48 percent) were received by men. When we enquired about the woman account holder, only 14 men passed on the phone to the woman. The rest insisted that we explain the purpose of the call to them and they would convey the message to their wives:\r\n<ul>\r\n	<li>From this group, 17 women attended the training (37 percent); and</li>\r\n	<li>These 17 women reported that their husbands’ knowledge about the training made it easier for them to attend. All reported that their husbands’ positive perception of the training influenced them to participate.</li>\r\n</ul>\r\nForty-eight calls (52 percent) were attended by women and we explained the purpose of the call directly to them without engaging the men:\r\n<ul>\r\n	<li>From this group, 12 women (25 percent) attended the training; and</li>\r\n	<li>Even these 12 women reported that they had to inform their husbands about the training before attending the sessions.</li>\r\n</ul>\r\nWe then called those who did not attend the training. Almost all men reported that they had informed their wives but there was no evidence if the information had been conveyed or not. Women who answered the calls reported lack of time as the main constraint for not attending the sessions.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26492\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"ENGAGING WOMEN USING WHATSAPP\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]We also learned that the best way for women to learn more about technology and gain some independence was through ondevice learning;in other words, teaching the women through the phone itself.\r\n\r\nAfter onboarding the six women, we decided to create a WhatsApp group so we could encourage group discussions and send out reminders via the WhatsApp social group to promote conversations on digital payment solutions. The members were active in generating interest and sharing good news with each other. For example, when a woman received her first cash back offer, she shared it with others which encouraged other women to make digital transactions too. It is to be noted that we had created such a WhatsApp group with the men too which was not as active as thewomen’s group.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"39714\" img_size=\"full\" alignment=\"center\"][vc_column_text letter_spacing=\"\"]Mamta had attended the financial literacy training, where she heard about the benefits of phone-based digital payment solutions, such as the UPI app. She reached out to our female field staff to help her download and register the UPI app. When Mamta made her first transaction, she received a cash back offer of INR 100. A week after onboarding, Mamta reached out to the field staff again. She had formed a group of six women who were willing to adopt the UPI app to take advantage of the cash back offers.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"39715\" img_size=\"full\" alignment=\"center\"][vc_column_text letter_spacing=\"\"]A screenshot of a WhatsApp conversation. Mamta is sharing that she transferred money using Google Pay and earned INR 302. She transferred money to two people – her husband and sisterin-law.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26493\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"PROFILE OF WOMEN WHO ADOPTED DIGITAL PAYMENT SOLUTIONS IN BHATT BASTI\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Like other women in Bhatta Basti, these women also faced certain restrictions on mobility; were running home-based enterprises; and did not have any financial decision-making authority. They owned smartphones which was given to them by their husbands.\r\n\r\nWhile the household income played a key role in the adoption of digital payment solutions, in the women’s case, two distinct characteristics – education\r\n(college graduates) and relationship with their husbands – influenced their decision to adopt digital payment solutions. Additionally, the ability to recharge their phones on their own, using the UPI platform, was the biggest value proposition for these women to actively adopt digital payments.\r\n\r\n[/vc_column_text][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]While in the long run, this behavior change would build the retailer’s banking as well as digital payments history – potentially making them eligible for loans and subsequently other benefits associated with financial inclusion – in the absence of any immediately visible incentives, this behavior change could be challenging.\r\n\r\nMorning hours are the high footfall period for these retailers; and since they usually operate alone, expecting them to leave their store to deposit cash in their banks every day is not a feasible solution. The distance to the bank branch and long lines add to the time loss. Undertaking this on a daily basis will transfer the undue burden to the retailers. And without their cooperation, digital payments uptake along the supply chain is bound to fail.\r\n\r\nApart from the above challenges, Paybee also faced certain operational issues in the process of digitizing invoices. As usual practice, during manual processing of invoice and payments, small deviations in the stock purchase were manually adjusted on a day-to-day basis by the retailers and distributor sales agents. However, after digitization, these operational adjustments were not possible. Also, digitization largely brought down any scope for unscrupulous practices in the supply chain, which was not much appreciated by some stakeholders.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26494\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"POTENTIAL SOLUTIONS FOR RETAILER CASH DIGITIZATION\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]In order to digitize the retailer to distributor payments in the dairy supply chain, the issue of cash digitization needed to be resolved. While the sustainable solution is to digitize payments throughout the supply chain, i.e. from consumer to retailer (C2B) and from retailer to distributor (B2B), thus move cash entirely out of the system. This requires transformational behavioral change, which is beyond the scope and tenure of this pilot. Thus, an interim sustainable solution was essential. Taking a cue from other sectors, where cash collection takes place regularly, a third solution namely, the Business Correspondent (BC) model was evaluated. BCs are agents who operate on behalf of the bank, providing limited banking services to merchants or consumers. Within the BC model there could be two modes of operation. Under the first mode, these BCs could be located at nearby stores, which means the retailer would have to go to the BC’s location and deposit money. While this method is simpler than bank visits (as the distance traveled transaction time would be lower) it still does not resolve the issue of the retailer having to close shop to make this trip.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26495\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"THE NEXT STAGE\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Mamta revealed, “The biggest benefit of this app is that we have control on recharging our own phone. Since we cannot go to mobile shops to recharge the phone, we had to rely on our husbands. Now with cash back offers, we not only get additional money but we can use this money to recharge our phones using the UPI app. We feel more in control of our phones.”\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"150\" padding_bottom=\"150\" inline_style=\"font-style: normal;\" bg_image=\"26496\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"KEY LEARNINGS\" font_container=\"tag:h2|font_size:26px|text_align:center|color:%23ffffff|line_height:32px\" google_fonts=\"font_family:Roboto%20Condensed%3A300%2C300italic%2Cregular%2Citalic%2C700%2C700italic|font_style:700%20bold%20regular%3A700%3Anormal\" letter_spacing=\"\" el_class=\"normal-style \"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\" width=\"1/2\" css=\".vc_custom_1545318245280{margin-top: 10px !important;margin-right: 10px !important;margin-bottom: 10px !important;margin-left: 10px !important;padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]\r\n<p style=\"color:#ffffff;\">If financial providers or organizations plan to engage women, it is important that they engage with men as well and make the messaging on products and services relevant to the entire family, not just the women.</p>\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\" css=\".vc_custom_1545318253567{margin-top: 10px !important;margin-right: 10px !important;margin-bottom: 10px !important;margin-left: 10px !important;padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]\r\n<p style=\"color:#ffffff;\">Generalized marketing messages without customization aimed at women customers might not generate sufficient motivation to adopt digital payment solutions as women cannot relate to messages that do not resonate with their day-today lifestyle. For example, the ability to recharge their mobile phones on their own (without depending on their husbands) using mobile-based digital payment solutions such as the UPI app might be a powerful message to attract early adopters.</p>\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner equal_height=\"yes\"][vc_column_inner el_class=\"normal-style\" width=\"1/2\" css=\".vc_custom_1545318245280{margin-top: 10px !important;margin-right: 10px !important;margin-bottom: 10px !important;margin-left: 10px !important;padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]\r\n<p style=\"color:#ffffff;\">The task of getting new women account holders onboarded onto digital payment platforms requires the highest degree of handholding support throughout the process ending with helping an account holder make the first transaction. Nevertheless, providing handholding support to every woman is not possible. Hence, it is important to understand the profile of potential early women adopters who should be targeted for handholding support. While education and income of a woman might be an important metric for segmentation, we learned that any intervention is affected by the household and gender relations. It is, therefore, important to explore intrahousehold gender dynamics as well. For example, the woman who adopted the UPI app and influenced a few others to join was educated and independent compared to the majority of women in Bhatta Basti.Nonetheless, she would have rejected the use of the UPI app had her husband strongly\r\nopposed it.\r\n\r\n[/vc_column_text][/vc_column_inner][vc_column_inner width=\"1/2\" css=\".vc_custom_1545318253567{margin-top: 10px !important;margin-right: 10px !important;margin-bottom: 10px !important;margin-left: 10px !important;padding-top: 25px !important;padding-right: 25px !important;padding-bottom: 25px !important;padding-left: 25px !important;background-color: #ce1f33 !important;}\"][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]\r\n<p style=\"color:#ffffff;\">The best way for women to learn more about technology and gain some independence is through the phone itself. However, the penetration of smartphones is still low among women in urban slums. Given that the ownership of smartphones is on the rise in emerging economies, the likelihood of more women owning smartphones is high in the near future. Hence, context-specific financial literacy using technology ( the power of media such asWhatsApp groups, mobile and the internet) is a key to promoting the concept of digital payment solutions in a community such as Bhatta Basti. One can create a userfriendly app using pictures and videos while keeping the local context in mind, by including familiar physical locations and using the local language to communicate information so as to provide a value proposition to women for using digital payment solutions.</p>\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#ffffff\"][vc_column][kleo_button title=\"Download full report\" href=\"https://cashlesscatalyst.org/wp-content/uploads/2018/09/Dairy-Learning-Note.pdf\" target=\"_blank\" position=\"center\" size=\"lg\" type=\"boxed-icon\" special=\"no\" icon=\"download\" font_size=\"14px\" letter_spacing=\"\" el_class=\"pkirbtn\" icon_custom_background=\"#d11e3c\" icon_custom_text=\"#ffffff\"][/vc_column][/vc_row][vc_row el_id=\"footer_area\" text_align=\"center\" type=\"image\" bg_position_horizontal=\"center\" enable_parallax=\"false\" padding_top=\"50px\" padding_bottom=\"50px\" bg_image=\"7886\"][vc_column width=\"1/4\"][/vc_column][vc_column width=\"1/2\" offset=\"vc_col-lg-offset-0 vc_col-md-offset-0 vc_col-sm-offset-0\"][vc_single_image image=\"7888\" img_size=\"full\" alignment=\"center\"][vc_column_text text_color=\"#ffffff\" font_size=\"14px\" letter_spacing=\"\" css=\".vc_custom_1484826151396{margin-top: 35px !important;margin-bottom: 5px !important;padding-right: 20px !important;}\"]\r\n<p style=\"text-align: center;\">CATALYST is an initiative seeded by an alliance between the Government of India &amp; USAID, to expand digital payments and financial inclusion in India, especially for small merchants and low-income consumers.</p>\r\n\r\n[/vc_column_text][kleo_gap][vc_column_text letter_spacing=\"\" css=\".vc_custom_1484051069491{margin-bottom: 0px !important;}\"]\r\n<p style=\"text-align: center;\">[email-newsletter-plugin]</p>\r\n\r\n[/vc_column_text][kleo_icon icon=\"facebook\" href=\"https://www.facebook.com/CashlessCatalyst/\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"linkedin\" href=\"https://www.linkedin.com/company/13221050?trk=tyah&amp;trkInfo=clickedVertical%3Acompany%2CclickedEntityId%3A13221050%2Cidx%3A2-1-2%2CtarId%3A1476420479247%2Ctas%3Acashless%20catalyst\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"twitter\" href=\"https://twitter.com/cashlesscatalys\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][kleo_icon icon=\"youtube-play\" href=\"https://www.youtube.com/channel/UChuc38_PfawDOu44IfYS4lw\" target=\"_blank\" padding=\"15px\" icon_color=\"#ffffff\"][/vc_column][vc_column width=\"1/4\"][/vc_column][/vc_row]', 'STRENGTHENING THE POTENTIAL OF DIGITAL FINANCE FOR WOMEN IN BHATTA BASTI', '', 'inherit', 'closed', 'closed', '', '39707-revision-v1', '', '', '2018-12-20 15:05:39', '2018-12-20 15:05:39', '', 39707, 'https://cashlesscatalyst.org/media/39707-revision-v1/', 0, 'revision', '', 0);
