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
(39641, 12, '2018-12-19 06:03:40', '2018-12-19 06:03:40', '[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=\"25804\"][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;\">ENROUTE LAKSHYA - POWER OF SAVINGS TO MEET UNENDING POSSIBILITIES</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_position_horizontal=\"center\" enable_parallax=\"false\" parallax_speed=\"0.4\" padding_top=\"100\" padding_bottom=\"100\" el_class=\"uppercase\" bg_image=\"25798\"][vc_column][vc_row_inner content_placement=\"middle\"][vc_column_inner][vc_single_image image=\"25800\" alignment=\"center\"][vc_custom_heading text=\"BACKGROUND\" 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_1545140737252{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=\"\"]\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=\"25797\"][vc_column][vc_row_inner content_placement=\"middle\"][vc_column_inner][vc_single_image image=\"25801\" 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\"][vc_column][vc_single_image image=\"25799\" alignment=\"center\"][vc_custom_heading text=\"KEY LEARNINGS\" font_container=\"tag:h2|font_size:36px|text_align:center|color:%23000000|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_1545142169987{margin-bottom: 0px !important;padding-bottom: 0px !important;}\" el_class=\"title-sub\"][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_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=\"full\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]\r\n<h5>Primarily young, male and smartphone holders visited the canopy</h5>\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<h5>Lack of a functional debit cards was the main reason for failure to onboard</h5>\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<h5>Curiosity and queries drove people to the canopy</h5>\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=\"full\" alignment=\"center\"][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text letter_spacing=\"\"]<h5>Time-bound ‘Digital Mela’ created urgency in the community</h5>\r\n<p>We 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.</p>\r\n<h5>Canopy helped create awareness among new customers</h5>\r\n<p>Since 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.</p>\r\n<p>The 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.</p>\r\n<h5>Helped us understand the customer approach</h5>\r\n<p>The 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.</p>\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\"][vc_column][vc_single_image image=\"25799\" alignment=\"center\"][vc_custom_heading text=\" COST ANALYSIS\" font_container=\"tag:h2|font_size:36px|text_align:center|color:%23000000|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_1545199214619{margin-bottom: 0px !important;padding-bottom: 0px !important;}\" el_class=\"title-sub\"][vc_row_inner equal_height=\"yes\" content_placement=\"middle\"][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\"]<P>1. Cost of each field staff is INR 850 per day. We recruited six field staff.</P>\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\n<p>2. Cost for printed materials = INR 5,000 (US$70)</p>\r\n<p>3. Cost for t-shirts = INR 10,000 (US$141)</p>\r\n<p>4. Total cost of Digital Mela (total of 1 to 4)= INR 40,500 (US$571)</p>\r\n<p>5. Onboarded 167 out of 255 customersa. Cost per successful onboarding = INR 242 (US$3.42)</p>[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\"][vc_column][vc_single_image image=\"25799\" alignment=\"center\"][vc_custom_heading text=\"CONCLUDING REMARKS\" font_container=\"tag:h2|font_size:36px|text_align:center|color:%23000000|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_1545199436689{margin-bottom: 0px !important;padding-bottom: 0px !important;}\" el_class=\"title-sub\"][vc_row_inner equal_height=\"yes\" content_placement=\"middle\"][vc_column_inner][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\"]<P>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.</P>\r\n<P>What 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.</P>\r\n<P>How 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.</P>[/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/2018/09/lakshaya_kaledofin-2.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]', 'Promoting digital payment solutions through canopy stores', '', 'inherit', 'closed', 'closed', '', '39607-revision-v1', '', '', '2018-12-19 06:03:40', '2018-12-19 06:03:40', '', 39607, 'https://cashlesscatalyst.org/media/39607-revision-v1/', 0, 'revision', '', 0),
(39642, 12, '2018-12-19 06:04:51', '2018-12-19 06:04:51', '', 'DEC US_Story', '', 'inherit', 'closed', 'closed', '', 'dec-us_story', '', '', '2018-12-19 06:04:51', '2018-12-19 06:04:51', '', 0, 'https://cashlesscatalyst.org/wp-content/uploads/2018/12/DEC-US_Story.pdf', 0, 'attachment', 'application/pdf', 0),
(39648, 12, '2018-12-19 06:20:52', '2018-12-19 06:20:52', '[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;\">Promoting digital payment solutions through canopy stores</h2>\r\n\r\n\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=\"25797\"][vc_column][vc_row_inner content_placement=\"middle\"][vc_column_inner][vc_single_image image=\"39645\" 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\"][vc_column][vc_single_image image=\"25799\" alignment=\"center\"][vc_custom_heading text=\"KEY LEARNINGS\" font_container=\"tag:h2|font_size:36px|text_align:center|color:%23000000|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_1545142169987{margin-bottom: 0px !important;padding-bottom: 0px !important;}\" el_class=\"title-sub\"][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_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=\"full\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]\r\n<h5>Primarily young, male and smartphone holders visited the canopy</h5>\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<h5>Lack of a functional debit cards was the main reason for failure to onboard</h5>\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<h5>Curiosity and queries drove people to the canopy</h5>\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=\"full\" alignment=\"center\"][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text letter_spacing=\"\"]\r\n<h5>Time-bound ‘Digital Mela’ created urgency in the community</h5>\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<h5>Canopy helped create awareness among new customers</h5>\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<h5>Helped us understand the customer approach</h5>\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\"][vc_column][vc_single_image image=\"25799\" alignment=\"center\"][vc_custom_heading text=\" COST ANALYSIS\" font_container=\"tag:h2|font_size:36px|text_align:center|color:%23000000|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_1545199214619{margin-bottom: 0px !important;padding-bottom: 0px !important;}\" el_class=\"title-sub\"][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\"][vc_column][vc_single_image image=\"25799\" alignment=\"center\"][vc_custom_heading text=\"CONCLUDING REMARKS\" font_container=\"tag:h2|font_size:36px|text_align:center|color:%23000000|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_1545199436689{margin-bottom: 0px !important;padding-bottom: 0px !important;}\" el_class=\"title-sub\"][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]', 'Promoting digital payment solutions through canopy stores', '', 'inherit', 'closed', 'closed', '', '39607-revision-v1', '', '', '2018-12-19 06:20:52', '2018-12-19 06:20:52', '', 39607, 'https://cashlesscatalyst.org/media/39607-revision-v1/', 0, 'revision', '', 0),
(39645, 12, '2018-12-19 06:14:14', '2018-12-19 06:14:14', '', 'LOCATION', '', 'inherit', 'closed', 'closed', '', 'location', '', '', '2018-12-19 06:14:14', '2018-12-19 06:14:14', '', 39607, 'https://cashlesscatalyst.org/wp-content/uploads/2018/12/LOCATION.png', 0, 'attachment', 'image/png', 0),
(39646, 12, '2018-12-19 06:14:30', '2018-12-19 06:14:30', '[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=\"25804\"][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;\">ENROUTE LAKSHYA - POWER OF SAVINGS TO MEET UNENDING POSSIBILITIES</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=\"25797\"][vc_column][vc_row_inner content_placement=\"middle\"][vc_column_inner][vc_single_image image=\"39645\" 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\"][vc_column][vc_single_image image=\"25799\" alignment=\"center\"][vc_custom_heading text=\"KEY LEARNINGS\" font_container=\"tag:h2|font_size:36px|text_align:center|color:%23000000|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_1545142169987{margin-bottom: 0px !important;padding-bottom: 0px !important;}\" el_class=\"title-sub\"][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_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=\"full\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]\r\n<h5>Primarily young, male and smartphone holders visited the canopy</h5>\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<h5>Lack of a functional debit cards was the main reason for failure to onboard</h5>\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<h5>Curiosity and queries drove people to the canopy</h5>\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=\"full\" alignment=\"center\"][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text letter_spacing=\"\"]\r\n<h5>Time-bound ‘Digital Mela’ created urgency in the community</h5>\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<h5>Canopy helped create awareness among new customers</h5>\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<h5>Helped us understand the customer approach</h5>\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\"][vc_column][vc_single_image image=\"25799\" alignment=\"center\"][vc_custom_heading text=\" COST ANALYSIS\" font_container=\"tag:h2|font_size:36px|text_align:center|color:%23000000|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_1545199214619{margin-bottom: 0px !important;padding-bottom: 0px !important;}\" el_class=\"title-sub\"][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\"][vc_column][vc_single_image image=\"25799\" alignment=\"center\"][vc_custom_heading text=\"CONCLUDING REMARKS\" font_container=\"tag:h2|font_size:36px|text_align:center|color:%23000000|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_1545199436689{margin-bottom: 0px !important;padding-bottom: 0px !important;}\" el_class=\"title-sub\"][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]', 'Promoting digital payment solutions through canopy stores', '', 'inherit', 'closed', 'closed', '', '39607-revision-v1', '', '', '2018-12-19 06:14:30', '2018-12-19 06:14:30', '', 39607, 'https://cashlesscatalyst.org/media/39607-revision-v1/', 0, 'revision', '', 0),
(39647, 12, '2018-12-19 06:19:02', '2018-12-19 06:19:02', '', 'Dec US headerfooter-03', '', 'inherit', 'closed', 'closed', '', 'dec-us-headerfooter-03', '', '', '2018-12-19 06:19:02', '2018-12-19 06:19:02', '', 39607, 'https://cashlesscatalyst.org/wp-content/uploads/2018/12/Dec-US-headerfooter-03.jpg', 0, 'attachment', 'image/jpeg', 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
(39649, 12, '2018-12-19 06:27:08', '2018-12-19 06:27:08', '', 'image-1', '', 'inherit', 'closed', 'closed', '', 'image-1', '', '', '2018-12-19 06:27:08', '2018-12-19 06:27:08', '', 39607, 'https://cashlesscatalyst.org/wp-content/uploads/2018/12/image-1.jpg', 0, 'attachment', 'image/jpeg', 0),
(39650, 12, '2018-12-19 06:28:21', '2018-12-19 06:28:21', '', 'image-2', '', 'inherit', 'closed', 'closed', '', 'image-2', '', '', '2018-12-19 06:28:21', '2018-12-19 06:28:21', '', 39607, 'https://cashlesscatalyst.org/wp-content/uploads/2018/12/image-2.jpg', 0, 'attachment', 'image/jpeg', 0),
(39651, 12, '2018-12-19 06:29:21', '2018-12-19 06:29:21', '', 'image-3', '', 'inherit', 'closed', 'closed', '', 'image-3', '', '', '2018-12-19 06:29:21', '2018-12-19 06:29:21', '', 39607, 'https://cashlesscatalyst.org/wp-content/uploads/2018/12/image-3.jpg', 0, 'attachment', 'image/jpeg', 0),
(39652, 12, '2018-12-19 06:30:16', '2018-12-19 06:30:16', '', 'image-4', '', 'inherit', 'closed', 'closed', '', 'image-4', '', '', '2018-12-19 06:30:16', '2018-12-19 06:30:16', '', 39607, 'https://cashlesscatalyst.org/wp-content/uploads/2018/12/image-4.jpg', 0, 'attachment', 'image/jpeg', 0),
(39653, 12, '2018-12-19 06:31:00', '2018-12-19 06:31:00', '[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=\"39645\" 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\" bg_image=\"39650\"][vc_column][vc_single_image image=\"25799\" alignment=\"center\"][vc_custom_heading text=\"KEY LEARNINGS\" font_container=\"tag:h2|font_size:36px|text_align:center|color:%23000000|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_1545142169987{margin-bottom: 0px !important;padding-bottom: 0px !important;}\" el_class=\"title-sub\"][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_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=\"full\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]\r\n<h5>Primarily young, male and smartphone holders visited the canopy</h5>\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<h5>Lack of a functional debit cards was the main reason for failure to onboard</h5>\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<h5>Curiosity and queries drove people to the canopy</h5>\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=\"full\" alignment=\"center\"][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text letter_spacing=\"\"]\r\n<h5>Time-bound ‘Digital Mela’ created urgency in the community</h5>\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<h5>Canopy helped create awareness among new customers</h5>\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<h5>Helped us understand the customer approach</h5>\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\" bg_image=\"39651\"][vc_column][vc_single_image image=\"25799\" alignment=\"center\"][vc_custom_heading text=\" COST ANALYSIS\" font_container=\"tag:h2|font_size:36px|text_align:center|color:%23000000|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_1545199214619{margin-bottom: 0px !important;padding-bottom: 0px !important;}\" el_class=\"title-sub\"][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\" bg_image=\"39652\"][vc_column][vc_single_image image=\"25799\" alignment=\"center\"][vc_custom_heading text=\"CONCLUDING REMARKS\" font_container=\"tag:h2|font_size:36px|text_align:center|color:%23000000|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_1545199436689{margin-bottom: 0px !important;padding-bottom: 0px !important;}\" el_class=\"title-sub\"][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]', 'Promoting digital payment solutions through canopy stores', '', 'inherit', 'closed', 'closed', '', '39607-revision-v1', '', '', '2018-12-19 06:31:00', '2018-12-19 06:31:00', '', 39607, 'https://cashlesscatalyst.org/media/39607-revision-v1/', 0, 'revision', '', 0),
(39654, 12, '2018-12-19 06:36:07', '2018-12-19 06:36:07', '[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=\"39645\" 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\" bg_image=\"39650\"][vc_column][vc_single_image image=\"25799\" alignment=\"center\"][vc_custom_heading text=\"KEY LEARNINGS\" font_container=\"tag:h2|font_size:36px|text_align:center|color:%23000000|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_1545142169987{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_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=\"full\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]\r\n<h5>Primarily young, male and smartphone holders visited the canopy</h5>\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<h5>Lack of a functional debit cards was the main reason for failure to onboard</h5>\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<h5>Curiosity and queries drove people to the canopy</h5>\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=\"full\" alignment=\"center\"][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text letter_spacing=\"\"]\r\n<h5>Time-bound ‘Digital Mela’ created urgency in the community</h5>\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<h5>Canopy helped create awareness among new customers</h5>\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<h5>Helped us understand the customer approach</h5>\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\" bg_image=\"39651\"][vc_column][vc_single_image image=\"25799\" alignment=\"center\"][vc_custom_heading text=\" COST ANALYSIS\" font_container=\"tag:h2|font_size:36px|text_align:center|color:%23000000|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_1545199214619{margin-bottom: 0px !important;padding-bottom: 0px !important;}\" el_class=\"title-sub\"][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\" bg_image=\"39652\"][vc_column][vc_single_image image=\"25799\" alignment=\"center\"][vc_custom_heading text=\"CONCLUDING REMARKS\" font_container=\"tag:h2|font_size:36px|text_align:center|color:%23000000|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_1545199436689{margin-bottom: 0px !important;padding-bottom: 0px !important;}\" el_class=\"title-sub\"][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]', 'Promoting digital payment solutions through canopy stores', '', 'inherit', 'closed', 'closed', '', '39607-revision-v1', '', '', '2018-12-19 06:36:07', '2018-12-19 06:36:07', '', 39607, 'https://cashlesscatalyst.org/media/39607-revision-v1/', 0, 'revision', '', 0),
(39655, 12, '2018-12-19 06:38:07', '2018-12-19 06:38:07', '[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=\"39645\" 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\" bg_image=\"39650\"][vc_column][vc_single_image image=\"25799\" 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_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=\"full\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]\r\n<h5>Primarily young, male and smartphone holders visited the canopy</h5>\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<h5>Lack of a functional debit cards was the main reason for failure to onboard</h5>\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<h5>Curiosity and queries drove people to the canopy</h5>\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=\"full\" alignment=\"center\"][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text letter_spacing=\"\"]\r\n<h5>Time-bound ‘Digital Mela’ created urgency in the community</h5>\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<h5>Canopy helped create awareness among new customers</h5>\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<h5>Helped us understand the customer approach</h5>\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\" bg_image=\"39651\"][vc_column][vc_single_image image=\"25799\" alignment=\"center\"][vc_custom_heading text=\" COST ANALYSIS\" font_container=\"tag:h2|font_size:36px|text_align:center|color:%23000000|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_1545199214619{margin-bottom: 0px !important;padding-bottom: 0px !important;}\" el_class=\"title-sub\"][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\" bg_image=\"39652\"][vc_column][vc_single_image image=\"25799\" alignment=\"center\"][vc_custom_heading text=\"CONCLUDING REMARKS\" font_container=\"tag:h2|font_size:36px|text_align:center|color:%23000000|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_1545199436689{margin-bottom: 0px !important;padding-bottom: 0px !important;}\" el_class=\"title-sub\"][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]', 'Promoting digital payment solutions through canopy stores', '', 'inherit', 'closed', 'closed', '', '39607-revision-v1', '', '', '2018-12-19 06:38:07', '2018-12-19 06:38:07', '', 39607, 'https://cashlesscatalyst.org/media/39607-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
(39656, 12, '2018-12-19 06:39:17', '2018-12-19 06:39:17', '[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=\"39645\" 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=\"25799\" 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_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=\"full\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]\r\n<h5>Primarily young, male and smartphone holders visited the canopy</h5>\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<h5>Lack of a functional debit cards was the main reason for failure to onboard</h5>\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<h5>Curiosity and queries drove people to the canopy</h5>\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=\"full\" alignment=\"center\"][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text letter_spacing=\"\"]\r\n<h5>Time-bound ‘Digital Mela’ created urgency in the community</h5>\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<h5>Canopy helped create awareness among new customers</h5>\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<h5>Helped us understand the customer approach</h5>\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\" bg_image=\"39651\"][vc_column][vc_single_image image=\"25799\" alignment=\"center\"][vc_custom_heading text=\" COST ANALYSIS\" font_container=\"tag:h2|font_size:36px|text_align:center|color:%23000000|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_1545199214619{margin-bottom: 0px !important;padding-bottom: 0px !important;}\" el_class=\"title-sub\"][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\" bg_image=\"39652\"][vc_column][vc_single_image image=\"25799\" alignment=\"center\"][vc_custom_heading text=\"CONCLUDING REMARKS\" font_container=\"tag:h2|font_size:36px|text_align:center|color:%23000000|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_1545199436689{margin-bottom: 0px !important;padding-bottom: 0px !important;}\" el_class=\"title-sub\"][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]', 'Promoting digital payment solutions through canopy stores', '', 'inherit', 'closed', 'closed', '', '39607-revision-v1', '', '', '2018-12-19 06:39:17', '2018-12-19 06:39:17', '', 39607, 'https://cashlesscatalyst.org/media/39607-revision-v1/', 0, 'revision', '', 0),
(39657, 12, '2018-12-19 06:40:44', '2018-12-19 06:40:44', '[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=\"39645\" 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=\"25799\" 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_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=\"full\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]\r\n<h5>Primarily young, male and smartphone holders visited the canopy</h5>\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<h5>Lack of a functional debit cards was the main reason for failure to onboard</h5>\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<h5>Curiosity and queries drove people to the canopy</h5>\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=\"full\" alignment=\"center\"][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text letter_spacing=\"\"]\r\n<h5>Time-bound ‘Digital Mela’ created urgency in the community</h5>\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<h5>Canopy helped create awareness among new customers</h5>\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<h5>Helped us understand the customer approach</h5>\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 padding_top=\"100\" padding_bottom=\"100\"][vc_column][vc_single_image image=\"25799\" 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\" bg_image=\"39651\"][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\" bg_image=\"39652\"][vc_column][vc_single_image image=\"25799\" alignment=\"center\"][vc_custom_heading text=\"CONCLUDING REMARKS\" font_container=\"tag:h2|font_size:36px|text_align:center|color:%23000000|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_1545199436689{margin-bottom: 0px !important;padding-bottom: 0px !important;}\" el_class=\"title-sub\"][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]', 'Promoting digital payment solutions through canopy stores', '', 'inherit', 'closed', 'closed', '', '39607-revision-v1', '', '', '2018-12-19 06:40:44', '2018-12-19 06:40:44', '', 39607, 'https://cashlesscatalyst.org/media/39607-revision-v1/', 0, 'revision', '', 0),
(39658, 12, '2018-12-19 06:41:38', '2018-12-19 06:41:38', '[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=\"39645\" 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=\"25799\" 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_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=\"full\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]\r\n<h5>Primarily young, male and smartphone holders visited the canopy</h5>\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<h5>Lack of a functional debit cards was the main reason for failure to onboard</h5>\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<h5>Curiosity and queries drove people to the canopy</h5>\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=\"full\" alignment=\"center\"][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text letter_spacing=\"\"]\r\n<h5>Time-bound ‘Digital Mela’ created urgency in the community</h5>\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<h5>Canopy helped create awareness among new customers</h5>\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<h5>Helped us understand the customer approach</h5>\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=\"25799\" 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\" bg_image=\"39651\"][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\" bg_image=\"39652\"][vc_column][vc_single_image image=\"25799\" alignment=\"center\"][vc_custom_heading text=\"CONCLUDING REMARKS\" font_container=\"tag:h2|font_size:36px|text_align:center|color:%23000000|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_1545199436689{margin-bottom: 0px !important;padding-bottom: 0px !important;}\" el_class=\"title-sub\"][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]', 'Promoting digital payment solutions through canopy stores', '', 'inherit', 'closed', 'closed', '', '39607-revision-v1', '', '', '2018-12-19 06:41:38', '2018-12-19 06:41:38', '', 39607, 'https://cashlesscatalyst.org/media/39607-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
(39659, 12, '2018-12-19 06:43:15', '2018-12-19 06:43:15', '[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=\"39645\" 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=\"25799\" 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_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=\"full\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]\r\n<h5>Primarily young, male and smartphone holders visited the canopy</h5>\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<h5>Lack of a functional debit cards was the main reason for failure to onboard</h5>\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<h5>Curiosity and queries drove people to the canopy</h5>\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=\"full\" alignment=\"center\"][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text letter_spacing=\"\"]\r\n<h5>Time-bound ‘Digital Mela’ created urgency in the community</h5>\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<h5>Canopy helped create awareness among new customers</h5>\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<h5>Helped us understand the customer approach</h5>\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=\"25799\" 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 padding_top=\"100\" padding_bottom=\"100\"][vc_column][vc_single_image image=\"25799\" 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]', 'Promoting digital payment solutions through canopy stores', '', 'inherit', 'closed', 'closed', '', '39607-revision-v1', '', '', '2018-12-19 06:43:15', '2018-12-19 06:43:15', '', 39607, 'https://cashlesscatalyst.org/media/39607-revision-v1/', 0, 'revision', '', 0),
(39660, 12, '2018-12-19 06:43:57', '2018-12-19 06:43:57', '[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=\"39645\" 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=\"25799\" 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_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=\"full\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]\r\n<h5>Primarily young, male and smartphone holders visited the canopy</h5>\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<h5>Lack of a functional debit cards was the main reason for failure to onboard</h5>\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<h5>Curiosity and queries drove people to the canopy</h5>\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=\"full\" alignment=\"center\"][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text letter_spacing=\"\"]\r\n<h5>Time-bound ‘Digital Mela’ created urgency in the community</h5>\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<h5>Canopy helped create awareness among new customers</h5>\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<h5>Helped us understand the customer approach</h5>\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=\"25799\" 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=\"25799\" 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]', 'Promoting digital payment solutions through canopy stores', '', 'inherit', 'closed', 'closed', '', '39607-revision-v1', '', '', '2018-12-19 06:43:57', '2018-12-19 06:43:57', '', 39607, 'https://cashlesscatalyst.org/media/39607-revision-v1/', 0, 'revision', '', 0),
(39661, 12, '2018-12-19 06:46:52', '2018-12-19 06:46:52', '[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=\"39645\" 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=\"25799\" 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=\"full\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][vc_column_text letter_spacing=\"\"]\r\n<h5>Primarily young, male and smartphone holders visited the canopy</h5>\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<h5>Lack of a functional debit cards was the main reason for failure to onboard</h5>\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<h5>Curiosity and queries drove people to the canopy</h5>\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=\"full\" alignment=\"center\"][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text letter_spacing=\"\"]\r\n<h5>Time-bound ‘Digital Mela’ created urgency in the community</h5>\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<h5>Canopy helped create awareness among new customers</h5>\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<h5>Helped us understand the customer approach</h5>\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=\"25799\" 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=\"25799\" 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]', 'Promoting digital payment solutions through canopy stores', '', 'inherit', 'closed', 'closed', '', '39607-revision-v1', '', '', '2018-12-19 06:46:52', '2018-12-19 06:46:52', '', 39607, 'https://cashlesscatalyst.org/media/39607-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
(39662, 12, '2018-12-19 06:47:45', '2018-12-19 06:47:45', '[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=\"39645\" 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=\"25799\" 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=\"full\" 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<h5>Primarily young, male and smartphone holders visited the canopy</h5>\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<h5>Lack of a functional debit cards was the main reason for failure to onboard</h5>\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<h5>Curiosity and queries drove people to the canopy</h5>\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=\"full\" alignment=\"center\"][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text letter_spacing=\"\"]\r\n<h5>Time-bound ‘Digital Mela’ created urgency in the community</h5>\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<h5>Canopy helped create awareness among new customers</h5>\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<h5>Helped us understand the customer approach</h5>\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=\"25799\" 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=\"25799\" 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]', 'Promoting digital payment solutions through canopy stores', '', 'inherit', 'closed', 'closed', '', '39607-revision-v1', '', '', '2018-12-19 06:47:45', '2018-12-19 06:47:45', '', 39607, 'https://cashlesscatalyst.org/media/39607-revision-v1/', 0, 'revision', '', 0),
(39668, 12, '2018-12-19 08:14:42', '2018-12-19 08:14:42', '[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=\"full\" 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=\"full\" 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]', 'Promoting digital payment solutions through canopy stores', '', 'inherit', 'closed', 'closed', '', '39607-revision-v1', '', '', '2018-12-19 08:14:42', '2018-12-19 08:14:42', '', 39607, 'https://cashlesscatalyst.org/media/39607-revision-v1/', 0, 'revision', '', 0),
(39663, 12, '2018-12-19 06:56:34', '2018-12-19 06:56:34', '[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=\"39645\" 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=\"\"]<p>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.</p>\r\n<p>Additionally, 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.</p>\r\n<p>We provided the following services to the visitors:</p>\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=\"25799\" 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=\"\"]<h3>Engagement of community influencers is the must for a successful mela</h3>\r\n<p>The 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<br />\r\nselect individuals by adopting a one-to-one permission marketing strategy. The approach of personal interaction with early adopters was effective in<br />\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.</p>\r\n<h3>Low-cost offline engagement of potential customers</h3>\r\n<p>The 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</p>\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=\"full\" 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=\"\"]<h3>Primarily young, male and smartphone holders visited the canopy</h3>\r\n<p>Ninety-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.</p>\r\n<h3>Lack of a functional debit cards was the main reason for failure to onboard</h3>\r\n<p>Amongst 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;</p>\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\n<p>Of 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.</p>\r\n[/vc_column_text][vc_row_inner][vc_column_inner][vc_single_image image=\"39640\" img_size=\"full\" alignment=\"center\"][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text letter_spacing=\"\"]<h3>Time-bound ‘Digital Mela’ created urgency in the community</h3>\r\n<p>We 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.</p>\r\n<h3>Canopy helped create awareness among new customers</h3>\r\n<p>Since 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<br />\r\nonboarding on the UPI platform immediately. For example, we were able to demonstrate cash backs offered by some service providers to the individuals.</p>\r\n<p>The 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.</p>\r\n<h3>Helped us understand the customer approach</h3>\r\n<p>The 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.</p>\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=\"25799\" 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=\"25799\" 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=\"\"]<p>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.</p>\r\n<p>What 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.</p>\r\n<p>How 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.</p>\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]', 'Promoting digital payment solutions through canopy stores', '', 'inherit', 'closed', 'closed', '', '39607-revision-v1', '', '', '2018-12-19 06:56:34', '2018-12-19 06:56:34', '', 39607, 'https://cashlesscatalyst.org/media/39607-revision-v1/', 0, 'revision', '', 0),
(39664, 12, '2018-12-19 08:11:58', '2018-12-19 08:11:58', '', '2', '', 'inherit', 'closed', 'closed', '', '2-2', '', '', '2018-12-19 08:11:58', '2018-12-19 08:11:58', '', 39607, 'https://cashlesscatalyst.org/wp-content/uploads/2018/12/2.png', 0, 'attachment', 'image/png', 0),
(39665, 12, '2018-12-19 08:13:14', '2018-12-19 08:13:14', '', '5', '', 'inherit', 'closed', 'closed', '', '5', '', '', '2018-12-19 08:13:14', '2018-12-19 08:13:14', '', 39607, 'https://cashlesscatalyst.org/wp-content/uploads/2018/12/5.png', 0, 'attachment', 'image/png', 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
(39666, 12, '2018-12-19 08:13:53', '2018-12-19 08:13:53', '', '1', '', 'inherit', 'closed', 'closed', '', '1-3', '', '', '2018-12-19 08:13:53', '2018-12-19 08:13:53', '', 39607, 'https://cashlesscatalyst.org/wp-content/uploads/2018/12/1.png', 0, 'attachment', 'image/png', 0),
(39667, 12, '2018-12-19 08:14:23', '2018-12-19 08:14:23', '', '3', '', 'inherit', 'closed', 'closed', '', '3-3', '', '', '2018-12-19 08:14:23', '2018-12-19 08:14:23', '', 39607, 'https://cashlesscatalyst.org/wp-content/uploads/2018/12/3.png', 0, 'attachment', 'image/png', 0),
(39669, 12, '2018-12-19 09:40:50', '2018-12-19 09:40:50', '[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=\"full\" 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]', 'Promoting digital payment solutions through canopy stores', '', 'inherit', 'closed', 'closed', '', '39607-revision-v1', '', '', '2018-12-19 09:40:50', '2018-12-19 09:40:50', '', 39607, 'https://cashlesscatalyst.org/media/39607-revision-v1/', 0, 'revision', '', 0),
(39670, 12, '2018-12-19 09:41:53', '2018-12-19 09:41:53', '[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]', 'Promoting digital payment solutions through canopy stores', '', 'inherit', 'closed', 'closed', '', '39607-revision-v1', '', '', '2018-12-19 09:41:53', '2018-12-19 09:41:53', '', 39607, 'https://cashlesscatalyst.org/media/39607-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
(39671, 12, '2018-12-19 09:47:11', '2018-12-19 09:47:11', '[vc_row content_placement=\"middle\" inner_container=\"no\" type=\"image\" bg_position_horizontal=\"center\" padding_top=\"96\" padding_bottom=\"96\" bg_image=\"12155\"][vc_column][vc_row_inner][vc_column_inner][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_repeat=\"repeat\" bg_attachment=\"true\" enable_parallax=\"false\" padding_bottom=\"0\" bg_image=\"10448\"][vc_column][vc_wp_custommenu nav_menu=\"63\"][/vc_column][/vc_row][vc_row equal_height=\"yes\" type=\"image\" bg_repeat=\"repeat\" bg_attachment=\"true\" enable_parallax=\"false\" padding_top=\"30\" padding_left=\"0px\"][vc_column][vc_custom_heading text=\"Digitizing low income clusters\" font_container=\"tag:h3|font_size:22px|text_align:left|color:%23d11e3c|line_height:30px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1531487404051{margin-left: -15px !important;padding-right: 5% !important;padding-bottom: 0px !important;padding-left: 0% !important;}\"][vc_row_inner equal_height=\"yes\" gap=\"30\" el_class=\"lnContainer\"][vc_column_inner width=\"1/4\" css=\".vc_custom_1536933593159{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"26103\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/educating-low-income-clusters-benefits-active-banking-digital-payment-solutions/\"][vc_custom_heading text=\"Educating the low-income clusters about benefits of active banking and digital payment solutions\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:https%3A%2F%2Fcashlesscatalyst.org%2Feducating-low-income-clusters-benefits-active-banking-digital-payment-solutions%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1536930607494{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"Aug, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1536930566724{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1536558918464{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"25837\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/enroute-lakshya-power-savings-meet-unending-possibilities/\"][vc_custom_heading text=\"Enroute Lakshya – Power of savings to meet unending possibilities\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:https%3A%2F%2Fcashlesscatalyst.org%2Fenroute-lakshya-power-savings-meet-unending-possibilities%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1543956117052{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"Nov, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1542371801874{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1536558925414{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;background-color: #ffffff !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"24541\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/gen-next-chit-funds-dusty-dabbas-digital-khaatas/\"][vc_custom_heading text=\"Gen-Next Chit Funds — From Dusty Dabbas To Digital Khaatas\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:https%3A%2F%2Fcashlesscatalyst.org%2Fgen-next-chit-funds-dusty-dabbas-digital-khaatas%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1543956233996{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"Nov, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1542371809798{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][vc_column_inner width=\"1/4\"][vc_single_image image=\"24541\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/gen-next-chit-funds-dusty-dabbas-digital-khaatas/\"][vc_custom_heading text=\"Gen-Next Chit Funds — From Dusty Dabbas To Digital Khaatas\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:https%3A%2F%2Fcashlesscatalyst.org%2Fgen-next-chit-funds-dusty-dabbas-digital-khaatas%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1543956233996{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"Nov, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1542371809798{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][/vc_row_inner][vc_separator css=\".vc_custom_1523043741148{margin-left: -15px !important;}\"][vc_custom_heading text=\"Credit as a hook\" font_container=\"tag:h3|font_size:22px|text_align:left|color:%23d11e3c|line_height:30px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1536559474462{margin-left: -15px !important;padding-right: 5% !important;padding-bottom: 0px !important;padding-left: 0% !important;}\"][vc_row_inner equal_height=\"yes\" gap=\"30\" el_class=\"lnContainer\"][vc_column_inner width=\"1/4\" css=\".vc_custom_1542472436180{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"39391\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/can-hunger-growth-lead-early-adoption-digital-payment-solutions/\"][vc_custom_heading text=\"Can hunger for growth lead to early adoption of digital payment solutions?\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:https%3A%2F%2Fcashlesscatalyst.org%2Fcan-hunger-growth-lead-early-adoption-digital-payment-solutions%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1542472375458{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"Aug, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1536399355023{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1542472472919{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"39390\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/trust-mpos-machines-biggest-concern-among-merchants-jaipur/\"][vc_custom_heading text=\"Trust in mPoS machines is the biggest concern among merchants in Jaipur\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:https%3A%2F%2Fcashlesscatalyst.org%2Ftrust-mpos-machines-biggest-concern-among-merchants-jaipur%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1542472335381{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"Aug, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1536399355023{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1536558918464{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"25869\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/digital-financial-inclusion-women/\"][vc_custom_heading text=\"Digital Financial Inclusion of Women\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:https%3A%2F%2Fcashlesscatalyst.org%2Fdigital-financial-inclusion-women%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1536559545656{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"Aug, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1536399355023{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][/vc_row_inner][vc_separator css=\".vc_custom_1523043741148{margin-left: -15px !important;}\"][vc_row_inner gap=\"30\" el_class=\"lnContainer\"][vc_column_inner][vc_custom_heading text=\"eMitra\" font_container=\"tag:h3|font_size:22px|text_align:left|color:%23d11e3c|line_height:30px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1523043958090{margin-left: -15px !important;padding-right: 5% !important;padding-bottom: 0px !important;padding-left: 0% !important;}\" el_class=\"stories_tab\"][/vc_column_inner][/vc_row_inner][vc_row_inner equal_height=\"yes\" gap=\"30\" el_class=\"lnContainer\"][vc_column_inner width=\"1/4\" css=\".vc_custom_1535623824149{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"25641\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/opportunity-growth-small-merchants-emitras/\"][vc_custom_heading text=\"Opportunity and growth for small merchants with eMitras\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:http%3A%2F%2Fcashlesscatalyst.org%2Fopportunity-growth-small-merchants-emitras%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1535623575523{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"Aug, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1535623546451{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1521531052200{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;background-color: #ffffff !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"12641\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/tuning-sound-digital-transactions/\"][vc_custom_heading text=\"Tuning into the sound of digital transactions\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:http%3A%2F%2Fcashlesscatalyst.org%2Ftuning-sound-digital-transactions%2F||target:%20_blank|\" el_class=\"lnContainerTitle\" css=\".vc_custom_1521532474337{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"Jan, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1521209607767{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1520668172942{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;background-color: #ffffff !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"12643\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/digital-good-business-adds-value-consumers/\"][vc_custom_heading text=\"Digital is good for business, adds value for consumers\" font_container=\"tag:h3|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:http%3A%2F%2Fcashlesscatalyst.org%2Fdigital-good-business-adds-value-consumers%2F|||\" el_class=\"lnContainerTitle stories-title\" css=\".vc_custom_1521545162510{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"Jan, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1521209635727{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1535623707278{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;background-color: #ffffff !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"12642\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/age-just-number-comes-digital-payments/\"][vc_custom_heading text=\"Age just a number when it comes to digital payments\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:http%3A%2F%2Fcashlesscatalyst.org%2Fage-just-number-comes-digital-payments%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1520668128753{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"Jan, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1521209625065{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][/vc_row_inner][vc_separator css=\".vc_custom_1523043741148{margin-left: -15px !important;}\"][vc_custom_heading text=\"Digitizing small merchants\" font_container=\"tag:h3|font_size:22px|text_align:left|color:%23d11e3c|line_height:30px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1523043992655{margin-left: -15px !important;padding-right: 5% !important;padding-bottom: 0px !important;padding-left: 0% !important;}\"][vc_row_inner equal_height=\"yes\" gap=\"30\" el_class=\"lnContainer\"][vc_column_inner width=\"1/4\" css=\".vc_custom_1531488051886{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"24540\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/unlocking-finance-small-merchants-digital-data-digital-credit/\"][vc_custom_heading text=\"Unlocking finance for small merchants — from digital data to digital credit\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:http%3A%2F%2Fcashlesscatalyst.org%2Funlocking-finance-small-merchants-digital-data-digital-credit%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1531483887950{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"July, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1531483516928{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1531487725294{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;background-color: #ffffff !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"13293\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/in-bhim-we-trust\"][vc_custom_heading text=\"In BHIM we trust\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:http%3A%2F%2Fcashlesscatalyst.org%2Fin-bhim-we-trust%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1523024783753{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"April, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1523024799632{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][/vc_row_inner][vc_separator css=\".vc_custom_1523043741148{margin-left: -15px !important;}\"][vc_custom_heading text=\"Incubator\" font_container=\"tag:h3|font_size:22px|text_align:left|color:%23d11e3c|line_height:30px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1525830376563{margin-left: -15px !important;padding-right: 5% !important;padding-bottom: 0px !important;padding-left: 0% !important;}\"][vc_row_inner equal_height=\"yes\" gap=\"30\" el_class=\"lnContainer\"][vc_column_inner width=\"1/4\" css=\".vc_custom_1520668008633{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;background-color: #ffffff !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"13755\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/kaleidofinadvancing-financial-inclusion-data-analytics/\"][vc_custom_heading text=\"Kaleidofin… advancing financial inclusion through data analytics \" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:http%3A%2F%2Fcashlesscatalyst.org%2Fkaleidofinadvancing-financial-inclusion-data-analytics%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1525831377648{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"May, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1525830797823{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1527852602192{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;background-color: #ffffff !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"13756\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/paybee-lets-buzz-payments/\"][vc_custom_heading text=\"PayBee… lets buzz payments \" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:http%3A%2F%2Fcashlesscatalyst.org%2Fpaybee-lets-buzz-payments%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1525831034922{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"May, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1525830797823{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1527857875416{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"14805\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/fingpay-fostering-bare-pocket-transactions/\"][vc_custom_heading text=\"Fingpay… fostering bare-pocket transactions\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:http%3A%2F%2Fcashlesscatalyst.org%2Ffingpay-fostering-bare-pocket-transactions%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1527850904285{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"May, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1525830797823{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1527857884041{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"14811\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/paynearbytowards-hyperlocal-fintech-network/\"][vc_custom_heading text=\"PayNearby…towards a hyperlocal fintech network\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:http%3A%2F%2Fcashlesscatalyst.org%2Fpaynearbytowards-hyperlocal-fintech-network%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1527852445833{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"May, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1525830797823{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][/vc_row_inner][vc_separator css=\".vc_custom_1523043741148{margin-left: -15px !important;}\"][vc_custom_heading text=\"Dairy\" font_container=\"tag:h3|font_size:22px|text_align:left|color:%23d11e3c|line_height:30px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1523043969034{margin-left: -15px !important;padding-right: 5% !important;padding-bottom: 0px !important;padding-left: 0% !important;}\"][vc_row_inner equal_height=\"yes\" gap=\"30\" el_class=\"lnContainer\"][vc_column_inner width=\"1/4\" css=\".vc_custom_1539069399569{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"31368\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/why-i-tried-digital/\"][vc_custom_heading text=\"Why I tried digital – a dairy distributor’s story\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:https%3A%2F%2Fcashlesscatalyst.org%2Fwhy-i-tried-digital%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1539068936812{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"October, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1539068902865{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1521531052200{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;background-color: #ffffff !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"13297\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/dairy_story/\"][vc_custom_heading text=\"Milking the benefits of digital payments - A journey towards finding simple solutions\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:http%3A%2F%2Fcashlesscatalyst.org%2Fdairy_story%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1521532536721{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"March, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1521531260119{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][/vc_row_inner][vc_separator css=\".vc_custom_1523043753078{margin-left: -15px !important;}\"][vc_custom_heading text=\"Mera Paper\" font_container=\"tag:h3|font_size:22px|text_align:left|color:%23d11e3c|line_height:30px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1523043981077{margin-left: -15px !important;padding-right: 5% !important;padding-bottom: 0px !important;padding-left: 0% !important;}\"][vc_row_inner equal_height=\"yes\" gap=\"30\" el_class=\"lnContainer\"][vc_column_inner width=\"1/4\" css=\".vc_custom_1520668008633{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;background-color: #ffffff !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"13295\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/merapaper_story/\"][vc_custom_heading text=\"Digitising Khatta system - Journey of MeraPaper\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:http%3A%2F%2Fcashlesscatalyst.org%2Fmerapaper_story%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1521532184955{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"March, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1521531260119{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][/vc_row_inner][/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=\"9937\"][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_1526060837057{margin-top: 35px !important;margin-bottom: 5px !important;padding-right: 20px !important;}\"]\r\n<p style=\"text-align: center;\">CATALYST is an initiative funded by USAID under the mSTAR Program, through funding provided to FHI 360. Housed within IFMR LEAD, the initiative aims 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]', 'User Stories', '', 'inherit', 'closed', 'closed', '', '12173-revision-v1', '', '', '2018-12-19 09:47:11', '2018-12-19 09:47:11', '', 12173, 'https://cashlesscatalyst.org/media/12173-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
(40369, 23, '2019-02-06 09:40:57', '2019-02-06 09:40:57', '[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=\"40038\"][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=\"USING COMIC BOOKS TO INCREASE DIGITAL FINANCIAL CAPABILITIES IN LOW-INCOME CLUSTERS\" 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/2019/01/Comic-learning-note-1.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=\"INTRODUCTION\" 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][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]The 2011 Census of India reports a total of 65.49 million slum inhabitants living in 13.92 million households in India. Although India’s urban population has an estimated total of 33,510 slums, great variability exists in legal status, deprivation, living condition, type of structure, etc. The inhabitants of these slums are the urban poor and remain outside the ambit of formal finance. Conventional finance so far has not been able to serve this last mile, keeping them excluded from the financial system. Uptake of digital payments can greatly benefit these last mile consumers by facilitating faster and simpler financial transactions, thereby connecting them to formal financial channels. Recognizing this potential, CATALYST launched its pilot project in Bhatta Basti, an urban slum located on the outskirts of Jaipur city, Rajasthan. A migrant settlement with a population of 45,000 people and 1,000 households, it is predominantly a Muslim community where most of the population has low educational achievement.\r\n\r\nOur baseline study in 2017 indicated that digital financial capability of slum dwellers in Bhatta Basti was significantly low. Thus, CATALYST experimented with a range of collaterals to promote digital financial inclusion in Bhatta Basti and attempted to understand people’s attitude and perceptions towards each of these media. One such attempt involved using illustrated comic books to spread awareness and encourage adoption of digital payment solutions among people. Past research in the field had indicated that comic books may be a successful medium for sensitization on a range of issues because they appeal to people from various age groups. A study on digital financial inclusion conducted by Institute for Financial Management and Research -Leveraging Evidence for Access and Development (IFMR LEAD) in Mumbai’s Dharavi slums in 2012 used comic books for disseminating important information. The learnings from this study helped us in establishing important guidelines for designing our comics and their stories.\r\n\r\nA significant learning from the Dharavi study was that it is important to customize the comic books to the target audience. Use of characters and scenarios similar to those seen by the target audience every day is crucial to enable them to form a connection between issues they face and benefits of adopting digital payments. There exists a huge gap in awareness and access to financial services between men and women in low-income clusters and using women as protagonists in the stories may be more effective to reach out and impact women in lowincome clusters.\r\n\r\nUsing this learning as a guideline, we created and distributed three comic books over the course of three months: one on Automated Teller Machine\r\n(ATM) pin generation; one on Aadhaar Enabled Payment System (AEPS); and one on Unified Payments Interface (UPI) payments. The comic books\r\non ATM pin generation and AEPS had women as the main characters while the one on UPI payments had male protagonists.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_color=\"#c9213b\" enable_parallax=\"false\" padding_top=\"75\" padding_bottom=\"75\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"1. ATM PIN GENERATION\r\n\" 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_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Our primary research in Bhatta Basti indicated that there existed a huge information gap related to the importance and correct usage of ATM cards. Many\r\npeople who had received ATM cards from the banks were unaware of how to generate an ATM pin and how to use the card to withdraw money. Further, people in this community had various misconceptions regarding the safety of ATM cards; they had been victims of various frauds due to which they lacked trust in digital payment platforms. Thus, we decided to provide a detailed explanation on how to generate an ATM pin and keep the account safe in our first comic book. We created two versions: one for men and one for women. Insights from the Dharavi study indicated that women tend to relate more to a story when female protagonists are used. Since women were a major section of our target audience, we decided to create two versions. A sample of what the “ATM Pin Generation” comic looked like is provided below:\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner css=\".vc_custom_1547558063100{padding-top: 25px !important;padding-bottom: 25px !important;}\"][vc_column_inner width=\"1/4\"][/vc_column_inner][vc_column_inner width=\"1/4\"][vc_single_image image=\"40029\" img_size=\"full\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"1/4\"][vc_single_image image=\"40030\" img_size=\"full\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"1/4\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#373b3c\" padding_top=\"75\" padding_bottom=\"75\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"2. AADHAAR ENABLED PAYMENT SYSTEM (AEPS)\" 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\"]Another mode of digital payments that we promoted through comic books was AEPS. Since many people in Bhatta Basti faced problems related to access and usage of ATM cards, AEPS acted as a good alternative for enabling usage of digital payment solutions. AEPS allowed customers to pay by just scanning their fingerprint and thus was an easy solution for many people in Bhatta Basti who did not have access to ATM cards. One of our incubatees, Fingpay, worked on providing biometric devices to vegetable vendors and other small merchants and we distributed the comic books to the target audience to create awareness about these services. Since women formed a larger percentage of customers for these vendors, we decided to use female characters for our comics.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][vc_column_inner width=\"2/3\"][vc_single_image image=\"39993\" img_size=\"746*526\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#c9213b\" padding_top=\"75\" padding_bottom=\"75\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"3. UPI\" 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\"]The third comic book that we created and distributed was on UPI payments. This was mainly targeted at people towards the end of the digital payments user journey and sought to increase adoption and usage of UPI-based platforms such as PhonePe, Bhim UPI, WhatsApp payments, etc. The comic book contained step-by-step illustrations on how to register on such platforms and make transactions. It also focused on highlighting the advantages of using UPI, through a story format. Since our past research had indicated that the last stages of the digital payments user journeys in Bhatta Basti were male dominated, we decided to use male protagonists in this comic book. However, this learning cannot be universalized as selection of characters and stories should be context specific. Creating comic books to spread awareness should be grounded in the findings from that community.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner css=\".vc_custom_1547558084322{padding-top: 25px !important;}\"][vc_column_inner width=\"1/2\"][vc_single_image image=\"39999\" img_size=\"728*520\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"40000\" img_size=\"727*520\" alignment=\"center\"][/vc_column_inner][/vc_row_inner][vc_empty_space][vc_row_inner][vc_column_inner width=\"2/3\"][vc_single_image image=\"40001\" img_size=\"922*540\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"1/3\"][vc_single_image image=\"40002\" img_size=\"531*540\" alignment=\"center\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#373b3c\" padding_top=\"75\" padding_bottom=\"75\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"LEARNING AND FEEDBACK\" 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 conducted a feedback exercise to understand people’s perception of the content and form of the UPI comic books. This was conducted over two days, in early November 2018, and aimed to understand how these collaterals can be improved to benefit people at different points of the user journey. We distributed the comic books to a sample of 20 people of varying age groups and financial literacy levels. On the first day, we carried out a dipstick survey to gather information on demographics and to gauge the audiences’ understanding of financial services. We followed this up with distribution of comic books. The next day, we collected feedback on the content and form of the collateral. While the period of research was too short and the sample size too small to gauge clear results and make generalized conclusions, we were still able to gather various interesting insights about the usage of comic books for promoting digital financial awareness in low-income clusters.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_empty_space][vc_row_inner][vc_column_inner][vc_single_image image=\"40014\" img_size=\"full\" alignment=\"center\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#c9213b\" padding_top=\"75\" padding_bottom=\"75\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"FINDINGS\" 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_custom_heading text=\"Characteristics of the sample\" 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 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\"]Forty-one percent of the sample was male, 59 percent was female and age of the respondents ranged from 14 to 61 years. More than half of the respondents had studied till class10. While almost 76 percent claimed to have bank accounts, only 41 percent had ATM cards and, even among those with ATM cards, 35 percent had been unsuccessful in generating an ATM pin. Thirty percent of the sample did not have access to smartphones or the internet which prevented them from accessing new digital payments services such as UPI. It was surprising to find that more than 80 percent of the respondents did not use an ATM card and less than 30 percent was actively making transactions using any digital method of payment. Awareness about UPI and other online method of payments was low and 47 percent claimed to have no knowledge whatsoever. Even among those who did, awareness was restricted to the benefits of using digital payment methods and a very small percentage was aware about usage of UPI-based apps.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_custom_heading text=\"Insights\" 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 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\"]Most people claimed to have easily understood the comic book and its contents. Those who didn’t were either illiterate or not involved in the process of making transactions from their bank accounts (someone else in the family was doing it for them). While the response was less positive among the elderly population, the comic books were fairly well received by school and college students, working youth and middle-aged people.\r\n\r\nThe respondents involved in the feedback exercise seemed to show a significant increase in their awareness of UPI. The majority claimed to have learnt about multiple topics such as benefits of digital payments, registration and usage of UPI due to the comic’s interactive and illustrative approach. Eighty eight percent of the sample said that they enjoyed reading the comic book and went through the entire document because of its ‘fun to read’ nature; almost half of the sample found it easy to read and follow. Children and youth, in particular, seemed to find the stories really interesting. Comic books, therefore, may be a successful way of reaching out to them especially while dealing with a serious topic such as financial inclusion.\r\n\r\nWe also received suggestions on the importance of using highly simplified language and short sentences in the comics. Featuring a higher number of illustrations and pictures and minimal text is important while communicating information on complex topics such as new financial services. Further, elucidating each and every single step for registering/making transactions is essential even if it results in a lengthier comic as it increases the chances of people taking action after reading the collateral.\r\n\r\nLastly, in communities such as Bhatta Basti where there are low levels of financial awareness and independence, comic books may be a costeffective solution for increasing adoption of digital payments. However, it is important to pinpoint the stage at which people are in their user journeys. Instead of creating and distributing comic books uniformly across the entire population, it may be more beneficial to customize these collaterals in such a way so that people at different stages of the user journey spectrum are able to use them to proceed step by step to the next level.\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/2019/01/Comic-learning-note-1.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_1549446052443{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]', 'USING COMIC BOOKS TO INCREASE DIGITAL FINANCIAL CAPABILITIES IN LOW-INCOME CLUSTERS', '', 'inherit', 'closed', 'closed', '', '39971-revision-v1', '', '', '2019-02-06 09:40:57', '2019-02-06 09:40:57', '', 39971, 'https://cashlesscatalyst.org/media/39971-revision-v1/', 0, 'revision', '', 0),
(40036, 12, '2019-01-15 13:16:45', '2019-01-15 13:16:45', '[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=\"39430\"][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=\"USING COMIC BOOKS TO INCREASE DIGITAL FINANCIAL CAPABILITIES IN LOW-INCOME CLUSTERS\" 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/2019/01/Comic-learning-note-1.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=\"INTRODUCTION\" 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][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]The 2011 Census of India reports a total of 65.49 million slum inhabitants living in 13.92 million households in India. Although India’s urban population has an estimated total of 33,510 slums, great variability exists in legal status, deprivation, living condition, type of structure, etc. The inhabitants of these slums are the urban poor and remain outside the ambit of formal finance. Conventional finance so far has not been able to serve this last mile, keeping them excluded from the financial system. Uptake of digital payments can greatly benefit these last mile consumers by facilitating faster and simpler financial transactions, thereby connecting them to formal financial channels. Recognizing this potential, CATALYST launched its pilot project in Bhatta Basti, an urban slum located on the outskirts of Jaipur city, Rajasthan. A migrant settlement with a population of 45,000 people and 1,000 households, it is predominantly a Muslim community where most of the population has low educational achievement.\r\n\r\nOur baseline study in 2017 indicated that digital financial capability of slum dwellers in Bhatta Basti was significantly low. Thus, CATALYST experimented with a range of collaterals to promote digital financial inclusion in Bhatta Basti and attempted to understand people’s attitude and perceptions towards each of these media. One such attempt involved using illustrated comic books to spread awareness and encourage adoption of digital payment solutions among people. Past research in the field had indicated that comic books may be a successful medium for sensitization on a range of issues because they appeal to people from various age groups. A study on digital financial inclusion conducted by Institute for Financial Management and Research -Leveraging Evidence for Access and Development (IFMR LEAD) in Mumbai’s Dharavi slums in 2012 used comic books for disseminating important information. The learnings from this study helped us in establishing important guidelines for designing our comics and their stories.\r\n\r\nA significant learning from the Dharavi study was that it is important to customize the comic books to the target audience. Use of characters and scenarios similar to those seen by the target audience every day is crucial to enable them to form a connection between issues they face and benefits of adopting digital payments. There exists a huge gap in awareness and access to financial services between men and women in low-income clusters and using women as protagonists in the stories may be more effective to reach out and impact women in lowincome clusters.\r\n\r\nUsing this learning as a guideline, we created and distributed three comic books over the course of three months: one on Automated Teller Machine\r\n(ATM) pin generation; one on Aadhaar Enabled Payment System (AEPS); and one on Unified Payments Interface (UPI) payments. The comic books\r\non ATM pin generation and AEPS had women as the main characters while the one on UPI payments had male protagonists.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_color=\"#c9213b\" enable_parallax=\"false\" padding_top=\"75\" padding_bottom=\"75\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"1. ATM PIN GENERATION\r\n\" 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_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Our primary research in Bhatta Basti indicated that there existed a huge information gap related to the importance and correct usage of ATM cards. Many\r\npeople who had received ATM cards from the banks were unaware of how to generate an ATM pin and how to use the card to withdraw money. Further, people in this community had various misconceptions regarding the safety of ATM cards; they had been victims of various frauds due to which they lacked trust in digital payment platforms. Thus, we decided to provide a detailed explanation on how to generate an ATM pin and keep the account safe in our first comic book. We created two versions: one for men and one for women. Insights from the Dharavi study indicated that women tend to relate more to a story when female protagonists are used. Since women were a major section of our target audience, we decided to create two versions. A sample of what the “ATM Pin Generation” comic looked like is provided below:\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner css=\".vc_custom_1547558063100{padding-top: 25px !important;padding-bottom: 25px !important;}\"][vc_column_inner width=\"1/4\"][/vc_column_inner][vc_column_inner width=\"1/4\"][vc_single_image image=\"40029\" img_size=\"full\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"1/4\"][vc_single_image image=\"40030\" img_size=\"full\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"1/4\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#373b3c\" padding_top=\"75\" padding_bottom=\"75\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"2. AADHAAR ENABLED PAYMENT SYSTEM (AEPS)\" 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\"]Another mode of digital payments that we promoted through comic books was AEPS. Since many people in Bhatta Basti faced problems related to access and usage of ATM cards, AEPS acted as a good alternative for enabling usage of digital payment solutions. AEPS allowed customers to pay by just scanning their fingerprint and thus was an easy solution for many people in Bhatta Basti who did not have access to ATM cards. One of our incubatees, Fingpay, worked on providing biometric devices to vegetable vendors and other small merchants and we distributed the comic books to the target audience to create awareness about these services. Since women formed a larger percentage of customers for these vendors, we decided to use female characters for our comics.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][vc_column_inner width=\"2/3\"][vc_single_image image=\"39993\" img_size=\"746*526\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#c9213b\" padding_top=\"75\" padding_bottom=\"75\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"3. UPI\" 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\"]The third comic book that we created and distributed was on UPI payments. This was mainly targeted at people towards the end of the digital payments user journey and sought to increase adoption and usage of UPI-based platforms such as PhonePe, Bhim UPI, WhatsApp payments, etc. The comic book contained step-by-step illustrations on how to register on such platforms and make transactions. It also focused on highlighting the advantages of using UPI, through a story format. Since our past research had indicated that the last stages of the digital payments user journeys in Bhatta Basti were male dominated, we decided to use male protagonists in this comic book. However, this learning cannot be universalized as selection of characters and stories should be context specific. Creating comic books to spread awareness should be grounded in the findings from that community.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner css=\".vc_custom_1547558084322{padding-top: 25px !important;}\"][vc_column_inner width=\"1/2\"][vc_single_image image=\"39999\" img_size=\"728*520\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"40000\" img_size=\"727*520\" alignment=\"center\"][/vc_column_inner][/vc_row_inner][vc_empty_space][vc_row_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"40001\" img_size=\"922*540\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"40002\" img_size=\"531*540\" alignment=\"center\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#373b3c\" padding_top=\"75\" padding_bottom=\"75\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"LEARNING AND FEEDBACK\" 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 conducted a feedback exercise to understand people’s perception of the content and form of the UPI comic books. This was conducted over two days, in early November 2018, and aimed to understand how these collaterals can be improved to benefit people at different points of the user journey. We distributed the comic books to a sample of 20 people of varying age groups and financial literacy levels. On the first day, we carried out a dipstick survey to gather information on demographics and to gauge the audiences’ understanding of financial services. We followed this up with distribution of comic books. The next day, we collected feedback on the content and form of the collateral. While the period of research was too short and the sample size too small to gauge clear results and make generalized conclusions, we were still able to gather various interesting insights about the usage of comic books for promoting digital financial awareness in low-income clusters.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_empty_space][vc_row_inner][vc_column_inner][vc_single_image image=\"40014\" img_size=\"full\" alignment=\"center\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#c9213b\" padding_top=\"75\" padding_bottom=\"75\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"FINDINGS\" 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_custom_heading text=\"Characteristics of the sample\" 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 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\"]Forty-one percent of the sample was male, 59 percent was female and age of the respondents ranged from 14 to 61 years. More than half of the respondents had studied till class10. While almost 76 percent claimed to have bank accounts, only 41 percent had ATM cards and, even among those with ATM cards, 35 percent had been unsuccessful in generating an ATM pin. Thirty percent of the sample did not have access to smartphones or the internet which prevented them from accessing new digital payments services such as UPI. It was surprising to find that more than 80 percent of the respondents did not use an ATM card and less than 30 percent was actively making transactions using any digital method of payment. Awareness about UPI and other online method of payments was low and 47 percent claimed to have no knowledge whatsoever. Even among those who did, awareness was restricted to the benefits of using digital payment methods and a very small percentage was aware about usage of UPI-based apps.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_custom_heading text=\"Insights\" 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 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\"]Most people claimed to have easily understood the comic book and its contents. Those who didn’t were either illiterate or not involved in the process of making transactions from their bank accounts (someone else in the family was doing it for them). While the response was less positive among the elderly population, the comic books were fairly well received by school and college students, working youth and middle-aged people.\r\n\r\nThe respondents involved in the feedback exercise seemed to show a significant increase in their awareness of UPI. The majority claimed to have learnt about multiple topics such as benefits of digital payments, registration and usage of UPI due to the comic’s interactive and illustrative approach. Eighty eight percent of the sample said that they enjoyed reading the comic book and went through the entire document because of its ‘fun to read’ nature; almost half of the sample found it easy to read and follow. Children and youth, in particular, seemed to find the stories really interesting. Comic books, therefore, may be a successful way of reaching out to them especially while dealing with a serious topic such as financial inclusion.\r\n\r\nWe also received suggestions on the importance of using highly simplified language and short sentences in the comics. Featuring a higher number of illustrations and pictures and minimal text is important while communicating information on complex topics such as new financial services. Further, elucidating each and every single step for registering/making transactions is essential even if it results in a lengthier comic as it increases the chances of people taking action after reading the collateral.\r\n\r\nLastly, in communities such as Bhatta Basti where there are low levels of financial awareness and independence, comic books may be a costeffective solution for increasing adoption of digital payments. However, it is important to pinpoint the stage at which people are in their user journeys. Instead of creating and distributing comic books uniformly across the entire population, it may be more beneficial to customize these collaterals in such a way so that people at different stages of the user journey spectrum are able to use them to proceed step by step to the next level.\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/2019/01/Comic-learning-note-1.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]', 'USING COMIC BOOKS TO INCREASE DIGITAL FINANCIAL CAPABILITIES IN LOW-INCOME CLUSTERS', '', 'inherit', 'closed', 'closed', '', '39971-revision-v1', '', '', '2019-01-15 13:16:45', '2019-01-15 13:16:45', '', 39971, 'https://cashlesscatalyst.org/media/39971-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
(40035, 12, '2019-01-15 13:14:50', '2019-01-15 13:14:50', '[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=\"39430\"][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=\"USING COMIC BOOKS TO INCREASE DIGITAL FINANCIAL CAPABILITIES IN LOW-INCOME CLUSTERS\" 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/2019/01/Comic-learning-note-1.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=\"INTRODUCTION\" 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][vc_column_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]<p>The 2011 Census of India reports a total of 65.49 million slum inhabitants living in 13.92 million households in India. Although India’s urban population has an estimated total of 33,510 slums, great variability exists in legal status, deprivation, living condition, type of structure, etc. The inhabitants of these slums are the urban poor and remain outside the ambit of formal finance. Conventional finance so far has not been able to serve this last mile, keeping them excluded from the financial system. Uptake of digital payments can greatly benefit these last mile consumers by facilitating faster and simpler financial transactions, thereby connecting them to formal financial channels. Recognizing this potential, CATALYST launched its pilot project in Bhatta Basti, an urban slum located on the outskirts of Jaipur city, Rajasthan. A migrant settlement with a population of 45,000 people and 1,000 households, it is predominantly a Muslim community where most of the population has low educational achievement.</p>\r\n<p>Our baseline study in 2017 indicated that digital financial capability of slum dwellers in Bhatta Basti was significantly low. Thus, CATALYST experimented with a range of collaterals to promote digital financial inclusion in Bhatta Basti and attempted to understand people’s attitude and perceptions towards each of these media. One such attempt involved using illustrated comic books to spread awareness and encourage adoption of digital payment solutions among people. Past research in the field had indicated that comic books may be a successful medium for sensitization on a range of issues because they appeal to people from various age groups. A study on digital financial inclusion conducted by Institute for Financial Management and Research -Leveraging Evidence for Access and Development (IFMR LEAD) in Mumbai’s Dharavi slums in 2012 used comic books for disseminating important information. The learnings from this study helped us in establishing important guidelines for designing our comics and their stories.</p>\r\n<p>A significant learning from the Dharavi study was that it is important to customize the comic books to the target audience. Use of characters and scenarios similar to those seen by the target audience every day is crucial to enable them to form a connection between issues they face and benefits of adopting digital payments. There exists a huge gap in awareness and access to financial services between men and women in low-income clusters and using women as protagonists in the stories may be more effective to reach out and impact women in lowincome clusters.</p>\r\n<p>Using this learning as a guideline, we created and distributed three comic books over the course of three months: one on Automated Teller Machine<br />\r\n(ATM) pin generation; one on Aadhaar Enabled Payment System (AEPS); and one on Unified Payments Interface (UPI) payments. The comic books<br />\r\non ATM pin generation and AEPS had women as the main characters while the one on UPI payments had male protagonists.</p>\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_color=\"#c9213b\" enable_parallax=\"false\" padding_top=\"75\" padding_bottom=\"75\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"1. ATM PIN GENERATION\r\n\" 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_text text_color=\"#383b3b\" font_size=\"16px\" letter_spacing=\"\" el_class=\"lh22 ptext-justify\"]Our primary research in Bhatta Basti indicated that there existed a huge information gap related to the importance and correct usage of ATM cards. Many\r\npeople who had received ATM cards from the banks were unaware of how to generate an ATM pin and how to use the card to withdraw money. Further, people in this community had various misconceptions regarding the safety of ATM cards; they had been victims of various frauds due to which they lacked trust in digital payment platforms. Thus, we decided to provide a detailed explanation on how to generate an ATM pin and keep the account safe in our first comic book. We created two versions: one for men and one for women. Insights from the Dharavi study indicated that women tend to relate more to a story when female protagonists are used. Since women were a major section of our target audience, we decided to create two versions. A sample of what the “ATM Pin Generation” comic looked like is provided below:\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner css=\".vc_custom_1547558063100{padding-top: 25px !important;padding-bottom: 25px !important;}\"][vc_column_inner width=\"1/2\"][vc_single_image image=\"40029\" img_size=\"full\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"40030\" img_size=\"full\" alignment=\"center\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#373b3c\" padding_top=\"75\" padding_bottom=\"75\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"2. AADHAAR ENABLED PAYMENT SYSTEM (AEPS)\" 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\"]Another mode of digital payments that we promoted through comic books was AEPS. Since many people in Bhatta Basti faced problems related to access and usage of ATM cards, AEPS acted as a good alternative for enabling usage of digital payment solutions. AEPS allowed customers to pay by just scanning their fingerprint and thus was an easy solution for many people in Bhatta Basti who did not have access to ATM cards. One of our incubatees, Fingpay, worked on providing biometric devices to vegetable vendors and other small merchants and we distributed the comic books to the target audience to create awareness about these services. Since women formed a larger percentage of customers for these vendors, we decided to use female characters for our comics.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][vc_column_inner width=\"2/3\"][vc_single_image image=\"39993\" img_size=\"746*526\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"1/6\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#c9213b\" padding_top=\"75\" padding_bottom=\"75\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"3. UPI\" 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\"]The third comic book that we created and distributed was on UPI payments. This was mainly targeted at people towards the end of the digital payments user journey and sought to increase adoption and usage of UPI-based platforms such as PhonePe, Bhim UPI, WhatsApp payments, etc. The comic book contained step-by-step illustrations on how to register on such platforms and make transactions. It also focused on highlighting the advantages of using UPI, through a story format. Since our past research had indicated that the last stages of the digital payments user journeys in Bhatta Basti were male dominated, we decided to use male protagonists in this comic book. However, this learning cannot be universalized as selection of characters and stories should be context specific. Creating comic books to spread awareness should be grounded in the findings from that community.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner css=\".vc_custom_1547558084322{padding-top: 25px !important;}\"][vc_column_inner width=\"1/2\"][vc_single_image image=\"39999\" img_size=\"728*520\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"40000\" img_size=\"727*520\" alignment=\"center\"][/vc_column_inner][/vc_row_inner][vc_empty_space][vc_row_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"40001\" img_size=\"922*540\" alignment=\"center\"][/vc_column_inner][vc_column_inner width=\"1/2\"][vc_single_image image=\"40002\" img_size=\"531*540\" alignment=\"center\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#373b3c\" padding_top=\"75\" padding_bottom=\"75\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"LEARNING AND FEEDBACK\" 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 conducted a feedback exercise to understand people’s perception of the content and form of the UPI comic books. This was conducted over two days, in early November 2018, and aimed to understand how these collaterals can be improved to benefit people at different points of the user journey. We distributed the comic books to a sample of 20 people of varying age groups and financial literacy levels. On the first day, we carried out a dipstick survey to gather information on demographics and to gauge the audiences’ understanding of financial services. We followed this up with distribution of comic books. The next day, we collected feedback on the content and form of the collateral. While the period of research was too short and the sample size too small to gauge clear results and make generalized conclusions, we were still able to gather various interesting insights about the usage of comic books for promoting digital financial awareness in low-income clusters.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_empty_space][vc_row_inner][vc_column_inner][vc_single_image image=\"40014\" img_size=\"full\" alignment=\"center\"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"color\" bg_color=\"#c9213b\" padding_top=\"75\" padding_bottom=\"75\" inline_style=\"font-style: normal;\"][vc_column][vc_row_inner][vc_column_inner][vc_custom_heading text=\"FINDINGS\" 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_custom_heading text=\"Characteristics of the sample\" 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 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\"]Forty-one percent of the sample was male, 59 percent was female and age of the respondents ranged from 14 to 61 years. More than half of the respondents had studied till class10. While almost 76 percent claimed to have bank accounts, only 41 percent had ATM cards and, even among those with ATM cards, 35 percent had been unsuccessful in generating an ATM pin. Thirty percent of the sample did not have access to smartphones or the internet which prevented them from accessing new digital payments services such as UPI. It was surprising to find that more than 80 percent of the respondents did not use an ATM card and less than 30 percent was actively making transactions using any digital method of payment. Awareness about UPI and other online method of payments was low and 47 percent claimed to have no knowledge whatsoever. Even among those who did, awareness was restricted to the benefits of using digital payment methods and a very small percentage was aware about usage of UPI-based apps.\r\n\r\n[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_custom_heading text=\"Insights\" 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 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\"]Most people claimed to have easily understood the comic book and its contents. Those who didn’t were either illiterate or not involved in the process of making transactions from their bank accounts (someone else in the family was doing it for them). While the response was less positive among the elderly population, the comic books were fairly well received by school and college students, working youth and middle-aged people.\r\n\r\nThe respondents involved in the feedback exercise seemed to show a significant increase in their awareness of UPI. The majority claimed to have learnt about multiple topics such as benefits of digital payments, registration and usage of UPI due to the comic’s interactive and illustrative approach. Eighty eight percent of the sample said that they enjoyed reading the comic book and went through the entire document because of its ‘fun to read’ nature; almost half of the sample found it easy to read and follow. Children and youth, in particular, seemed to find the stories really interesting. Comic books, therefore, may be a successful way of reaching out to them especially while dealing with a serious topic such as financial inclusion.\r\n\r\nWe also received suggestions on the importance of using highly simplified language and short sentences in the comics. Featuring a higher number of illustrations and pictures and minimal text is important while communicating information on complex topics such as new financial services. Further, elucidating each and every single step for registering/making transactions is essential even if it results in a lengthier comic as it increases the chances of people taking action after reading the collateral.\r\n\r\nLastly, in communities such as Bhatta Basti where there are low levels of financial awareness and independence, comic books may be a costeffective solution for increasing adoption of digital payments. However, it is important to pinpoint the stage at which people are in their user journeys. Instead of creating and distributing comic books uniformly across the entire population, it may be more beneficial to customize these collaterals in such a way so that people at different stages of the user journey spectrum are able to use them to proceed step by step to the next level.\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/2019/01/Comic-learning-note-1.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]', 'USING COMIC BOOKS TO INCREASE DIGITAL FINANCIAL CAPABILITIES IN LOW-INCOME CLUSTERS', '', 'inherit', 'closed', 'closed', '', '39971-revision-v1', '', '', '2019-01-15 13:14:50', '2019-01-15 13:14:50', '', 39971, 'https://cashlesscatalyst.org/media/39971-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
(39672, 12, '2018-12-19 09:48:50', '2018-12-19 09:48:50', '[vc_row content_placement=\"middle\" inner_container=\"no\" type=\"image\" bg_position_horizontal=\"center\" padding_top=\"96\" padding_bottom=\"96\" bg_image=\"12155\"][vc_column][vc_row_inner][vc_column_inner][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row type=\"image\" bg_repeat=\"repeat\" bg_attachment=\"true\" enable_parallax=\"false\" padding_bottom=\"0\" bg_image=\"10448\"][vc_column][vc_wp_custommenu nav_menu=\"63\"][/vc_column][/vc_row][vc_row equal_height=\"yes\" type=\"image\" bg_repeat=\"repeat\" bg_attachment=\"true\" enable_parallax=\"false\" padding_top=\"30\" padding_left=\"0px\"][vc_column][vc_custom_heading text=\"Digitizing low income clusters\" font_container=\"tag:h3|font_size:22px|text_align:left|color:%23d11e3c|line_height:30px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1531487404051{margin-left: -15px !important;padding-right: 5% !important;padding-bottom: 0px !important;padding-left: 0% !important;}\"][vc_row_inner equal_height=\"yes\" gap=\"30\" el_class=\"lnContainer\"][vc_column_inner width=\"1/4\" css=\".vc_custom_1536933593159{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"26103\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/educating-low-income-clusters-benefits-active-banking-digital-payment-solutions/\"][vc_custom_heading text=\"Educating the low-income clusters about benefits of active banking and digital payment solutions\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:https%3A%2F%2Fcashlesscatalyst.org%2Feducating-low-income-clusters-benefits-active-banking-digital-payment-solutions%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1536930607494{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"Aug, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1536930566724{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1536558918464{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"25837\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/enroute-lakshya-power-savings-meet-unending-possibilities/\"][vc_custom_heading text=\"Enroute Lakshya – Power of savings to meet unending possibilities\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:https%3A%2F%2Fcashlesscatalyst.org%2Fenroute-lakshya-power-savings-meet-unending-possibilities%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1543956117052{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"Nov, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1542371801874{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1536558925414{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;background-color: #ffffff !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"24541\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/gen-next-chit-funds-dusty-dabbas-digital-khaatas/\"][vc_custom_heading text=\"Gen-Next Chit Funds — From Dusty Dabbas To Digital Khaatas\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:https%3A%2F%2Fcashlesscatalyst.org%2Fgen-next-chit-funds-dusty-dabbas-digital-khaatas%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1543956233996{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"Nov, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1542371809798{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1545213042533{border-bottom-width: 10px !important;padding-right: 0px !important;padding-bottom: 5px !important;padding-left: 0px !important;border-bottom-color: #d11e3c !important;}\"][vc_single_image image=\"24541\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/gen-next-chit-funds-dusty-dabbas-digital-khaatas/\"][vc_custom_heading text=\"Gen-Next Chit Funds — From Dusty Dabbas To Digital Khaatas\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:https%3A%2F%2Fcashlesscatalyst.org%2Fgen-next-chit-funds-dusty-dabbas-digital-khaatas%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1543956233996{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"Nov, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1542371809798{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][/vc_row_inner][vc_separator css=\".vc_custom_1523043741148{margin-left: -15px !important;}\"][vc_custom_heading text=\"Credit as a hook\" font_container=\"tag:h3|font_size:22px|text_align:left|color:%23d11e3c|line_height:30px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1536559474462{margin-left: -15px !important;padding-right: 5% !important;padding-bottom: 0px !important;padding-left: 0% !important;}\"][vc_row_inner equal_height=\"yes\" gap=\"30\" el_class=\"lnContainer\"][vc_column_inner width=\"1/4\" css=\".vc_custom_1542472436180{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"39391\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/can-hunger-growth-lead-early-adoption-digital-payment-solutions/\"][vc_custom_heading text=\"Can hunger for growth lead to early adoption of digital payment solutions?\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:https%3A%2F%2Fcashlesscatalyst.org%2Fcan-hunger-growth-lead-early-adoption-digital-payment-solutions%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1542472375458{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"Aug, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1536399355023{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1542472472919{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"39390\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/trust-mpos-machines-biggest-concern-among-merchants-jaipur/\"][vc_custom_heading text=\"Trust in mPoS machines is the biggest concern among merchants in Jaipur\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:https%3A%2F%2Fcashlesscatalyst.org%2Ftrust-mpos-machines-biggest-concern-among-merchants-jaipur%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1542472335381{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"Aug, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1536399355023{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1536558918464{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"25869\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/digital-financial-inclusion-women/\"][vc_custom_heading text=\"Digital Financial Inclusion of Women\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:https%3A%2F%2Fcashlesscatalyst.org%2Fdigital-financial-inclusion-women%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1536559545656{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"Aug, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1536399355023{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][/vc_row_inner][vc_separator css=\".vc_custom_1523043741148{margin-left: -15px !important;}\"][vc_row_inner gap=\"30\" el_class=\"lnContainer\"][vc_column_inner][vc_custom_heading text=\"eMitra\" font_container=\"tag:h3|font_size:22px|text_align:left|color:%23d11e3c|line_height:30px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1523043958090{margin-left: -15px !important;padding-right: 5% !important;padding-bottom: 0px !important;padding-left: 0% !important;}\" el_class=\"stories_tab\"][/vc_column_inner][/vc_row_inner][vc_row_inner equal_height=\"yes\" gap=\"30\" el_class=\"lnContainer\"][vc_column_inner width=\"1/4\" css=\".vc_custom_1535623824149{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"25641\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/opportunity-growth-small-merchants-emitras/\"][vc_custom_heading text=\"Opportunity and growth for small merchants with eMitras\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:http%3A%2F%2Fcashlesscatalyst.org%2Fopportunity-growth-small-merchants-emitras%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1535623575523{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"Aug, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1535623546451{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1521531052200{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;background-color: #ffffff !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"12641\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/tuning-sound-digital-transactions/\"][vc_custom_heading text=\"Tuning into the sound of digital transactions\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:http%3A%2F%2Fcashlesscatalyst.org%2Ftuning-sound-digital-transactions%2F||target:%20_blank|\" el_class=\"lnContainerTitle\" css=\".vc_custom_1521532474337{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"Jan, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1521209607767{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1520668172942{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;background-color: #ffffff !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"12643\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/digital-good-business-adds-value-consumers/\"][vc_custom_heading text=\"Digital is good for business, adds value for consumers\" font_container=\"tag:h3|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:http%3A%2F%2Fcashlesscatalyst.org%2Fdigital-good-business-adds-value-consumers%2F|||\" el_class=\"lnContainerTitle stories-title\" css=\".vc_custom_1521545162510{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"Jan, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1521209635727{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1535623707278{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;background-color: #ffffff !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"12642\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/age-just-number-comes-digital-payments/\"][vc_custom_heading text=\"Age just a number when it comes to digital payments\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:http%3A%2F%2Fcashlesscatalyst.org%2Fage-just-number-comes-digital-payments%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1520668128753{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"Jan, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1521209625065{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][/vc_row_inner][vc_separator css=\".vc_custom_1523043741148{margin-left: -15px !important;}\"][vc_custom_heading text=\"Digitizing small merchants\" font_container=\"tag:h3|font_size:22px|text_align:left|color:%23d11e3c|line_height:30px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1523043992655{margin-left: -15px !important;padding-right: 5% !important;padding-bottom: 0px !important;padding-left: 0% !important;}\"][vc_row_inner equal_height=\"yes\" gap=\"30\" el_class=\"lnContainer\"][vc_column_inner width=\"1/4\" css=\".vc_custom_1531488051886{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"24540\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/unlocking-finance-small-merchants-digital-data-digital-credit/\"][vc_custom_heading text=\"Unlocking finance for small merchants — from digital data to digital credit\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:http%3A%2F%2Fcashlesscatalyst.org%2Funlocking-finance-small-merchants-digital-data-digital-credit%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1531483887950{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"July, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1531483516928{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1531487725294{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;background-color: #ffffff !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"13293\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/in-bhim-we-trust\"][vc_custom_heading text=\"In BHIM we trust\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:http%3A%2F%2Fcashlesscatalyst.org%2Fin-bhim-we-trust%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1523024783753{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"April, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1523024799632{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][/vc_row_inner][vc_separator css=\".vc_custom_1523043741148{margin-left: -15px !important;}\"][vc_custom_heading text=\"Incubator\" font_container=\"tag:h3|font_size:22px|text_align:left|color:%23d11e3c|line_height:30px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1525830376563{margin-left: -15px !important;padding-right: 5% !important;padding-bottom: 0px !important;padding-left: 0% !important;}\"][vc_row_inner equal_height=\"yes\" gap=\"30\" el_class=\"lnContainer\"][vc_column_inner width=\"1/4\" css=\".vc_custom_1520668008633{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;background-color: #ffffff !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"13755\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/kaleidofinadvancing-financial-inclusion-data-analytics/\"][vc_custom_heading text=\"Kaleidofin… advancing financial inclusion through data analytics \" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:http%3A%2F%2Fcashlesscatalyst.org%2Fkaleidofinadvancing-financial-inclusion-data-analytics%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1525831377648{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"May, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1525830797823{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1527852602192{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;background-color: #ffffff !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"13756\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/paybee-lets-buzz-payments/\"][vc_custom_heading text=\"PayBee… lets buzz payments \" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:http%3A%2F%2Fcashlesscatalyst.org%2Fpaybee-lets-buzz-payments%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1525831034922{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"May, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1525830797823{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1527857875416{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"14805\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/fingpay-fostering-bare-pocket-transactions/\"][vc_custom_heading text=\"Fingpay… fostering bare-pocket transactions\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:http%3A%2F%2Fcashlesscatalyst.org%2Ffingpay-fostering-bare-pocket-transactions%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1527850904285{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"May, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1525830797823{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1527857884041{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"14811\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/paynearbytowards-hyperlocal-fintech-network/\"][vc_custom_heading text=\"PayNearby…towards a hyperlocal fintech network\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:http%3A%2F%2Fcashlesscatalyst.org%2Fpaynearbytowards-hyperlocal-fintech-network%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1527852445833{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"May, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1525830797823{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][/vc_row_inner][vc_separator css=\".vc_custom_1523043741148{margin-left: -15px !important;}\"][vc_custom_heading text=\"Dairy\" font_container=\"tag:h3|font_size:22px|text_align:left|color:%23d11e3c|line_height:30px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1523043969034{margin-left: -15px !important;padding-right: 5% !important;padding-bottom: 0px !important;padding-left: 0% !important;}\"][vc_row_inner equal_height=\"yes\" gap=\"30\" el_class=\"lnContainer\"][vc_column_inner width=\"1/4\" css=\".vc_custom_1539069399569{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"31368\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/why-i-tried-digital/\"][vc_custom_heading text=\"Why I tried digital – a dairy distributor’s story\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:https%3A%2F%2Fcashlesscatalyst.org%2Fwhy-i-tried-digital%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1539068936812{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"October, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1539068902865{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][vc_column_inner width=\"1/4\" css=\".vc_custom_1521531052200{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;background-color: #ffffff !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"13297\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/dairy_story/\"][vc_custom_heading text=\"Milking the benefits of digital payments - A journey towards finding simple solutions\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:http%3A%2F%2Fcashlesscatalyst.org%2Fdairy_story%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1521532536721{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"March, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1521531260119{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][/vc_row_inner][vc_separator css=\".vc_custom_1523043753078{margin-left: -15px !important;}\"][vc_custom_heading text=\"Mera Paper\" font_container=\"tag:h3|font_size:22px|text_align:left|color:%23d11e3c|line_height:30px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1523043981077{margin-left: -15px !important;padding-right: 5% !important;padding-bottom: 0px !important;padding-left: 0% !important;}\"][vc_row_inner equal_height=\"yes\" gap=\"30\" el_class=\"lnContainer\"][vc_column_inner width=\"1/4\" css=\".vc_custom_1520668008633{margin-bottom: 10px !important;border-bottom-width: 5px !important;padding-right: 0px !important;padding-left: 0px !important;background-color: #ffffff !important;border-bottom-color: #d11e3c !important;border-bottom-style: solid !important;}\"][vc_single_image image=\"13295\" img_size=\"full\" alignment=\"center\" onclick=\"custom_link\" link=\"https://cashlesscatalyst.org/merapaper_story/\"][vc_custom_heading text=\"Digitising Khatta system - Journey of MeraPaper\" font_container=\"tag:h4|font_size:18px|text_align:left|color:%23040707|line_height:24px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\" letter_spacing=\"\" link=\"url:http%3A%2F%2Fcashlesscatalyst.org%2Fmerapaper_story%2F|||\" el_class=\"lnContainerTitle\" css=\".vc_custom_1521532184955{padding-right: 5% !important;padding-left: 5% !important;}\"][vc_custom_heading text=\"March, 2018\" font_container=\"tag:p|font_size:14px|text_align:left|color:%23a5a5a5|line_height:22px\" google_fonts=\"font_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\" letter_spacing=\"\" css=\".vc_custom_1521531260119{padding-right: 5% !important;padding-bottom: 5% !important;padding-left: 5% !important;}\"][/vc_column_inner][/vc_row_inner][/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=\"9937\"][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_1526060837057{margin-top: 35px !important;margin-bottom: 5px !important;padding-right: 20px !important;}\"]\r\n<p style=\"text-align: center;\">CATALYST is an initiative funded by USAID under the mSTAR Program, through funding provided to FHI 360. Housed within IFMR LEAD, the initiative aims 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]', 'User Stories', '', 'inherit', 'closed', 'closed', '', '12173-revision-v1', '', '', '2018-12-19 09:48:50', '2018-12-19 09:48:50', '', 12173, 'https://cashlesscatalyst.org/media/12173-revision-v1/', 0, 'revision', '', 0);
