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
 
 
Can digital transformation truly impact people's livelihoods where it matters most?
Can digital transformation provide equal opportunity and reach to the lower socio-economic strata of the society?

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:

Phase 1
In order to implement the initiative successfully, a strong participation of the vendor community was a must. They had to be on-boarded before reaching out to customers. To achieve this, awareness sessions and vendor workshops were setup by inviting vendors and introducing them to the digital marketplace.
Phase 2
The vendors were trained on every aspect of the digital marketplace app – from installation to the features and functionalities. To ensure the vendors were happy with the app and were able to use it effectively, a feedback cycle was incorporated to address any challenges in a timely manner.
Phase 3
A customer-service centre was setup to ensure that vendors and customers were unified through a real-time, updated communication channel. Post service completion, the customer service representatives followed-up with the customers to ascertain their level of satisfaction with the service delivered and increased online participation in the rating system for the vendor.

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