'Gramin Suvidha Kendra': MCX's Corporate Social Opportunity Approach to Inclusive Growth

            
 
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Case Details:

Case Code : BECG109
Case Length : 26 Pages
Period : 2006-2009
Pub Date : 2010
Teaching Note : Available
Organization : Multi Commodity Exchange of India Ltd.
Industry : e-commerce
Countries : India

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"Gramin Suvidha Kendra (GSK) embodies a CSO [Corporate Social Opportunity] activity providing farmers future price signals, thereby spearheading a 'silent revolution' wherein farmers become better informed and are able to make sound business decisions. This model works on the principle and belief of shifting farmers from being mere 'producers' to now becoming 'marketers'."

- Lamon Rutten, Managing Director and CEO, Multi Commodity Exchange of India Ltd. (MCX).

Introduction

Sarita Bahl (Bahl) had good reason to be proud. She worked in a company that viewed initiatives to address social problems as corporate social opportunities that contributed positively to the company's growth and business.

While being the Vice President (CSO) in such an organization was fulfilling, what gave her even more satisfaction was that one of the major CSO initiatives that she was spearheading had by the end of 2009 developed into a promising model that had the potential to drive inclusive growth.

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According to her, "Gramin Suvidha Kendra has been one model that has truly evolved over the years. What began as mere gratis price information tool has today transformed itself into a revenue generative sustainable model. From one center in 2006 to 17 in 2009 and nine more in this fiscal year, GSK journey has been incredible with awards and accolades coming its way."

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1] Gramin Suvidha Kendra is a Hindi term meaning 'Village Convenience Center'.

 

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