Objective
- To democratize digital. Digital is for everyone; its benefits should reach all economic segments of the society and not be limited to a select few elite enterprises.
- To use the power of the platform business model to reach employment and other opportunities to the semi-skilled labour market in India.
Outcome
- 2514+ active customers (and growing)
- 840+ vendors
- 23% month-on-month increase in the ability of vendors to find jobs
- 90% month-on-month increase in vendors joining the digital marketplace
The HomeJini initiative (powered by Torry Harris’ digital marketplace solution DigitMarket) harnesses the power of the platform economy to equip the semi-skilled labour pool in India. It provides them with equal opportunity to earn their livelihoods using their mobile phones. It is a free to list digital platform with no transaction fee or subscription charges, enabling vendors to earn from services rendered on the platform. It enables third parties and customers to reach this segment of the society through the platform, which was otherwise a challenging proposition.
Implementation
The key objectives for implementing the platform were:
- Increasing reach to the economically weaker section of the society through the platform business model
- Increasing the quantum of work this workforce received from the digital platform at a rate of 15% on a month-on-month basis.
- Growing the consumer base on the platform to build a healthy pipeline
- Allowing third parties to advertise on the platform, enabling more eyeball share for the services rendered
To succeed with the above objectives, a phase-wise execution was essential. A design-thinking approach was implemented as below:
