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Krishna Mishra, Founder of eKutir Agriculture

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Meet Krishna Mishra, Founder of eKutir Agriculture. Krishna is a social entrepreneur running a for-profit social business, eKutir, to work for the progress of small and marginal farmers and improve their socio-economic state.

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Family Influence

Krishna grew up in a village of Odisha, a rural village that was surrounded by poverty and misery. He was deeply influenced by his father, a Gandhian who actively engaged in various development initiatives. As a child, Krishna observed and engaged with various relief efforts with his father. The famine that hit Orissa in the 1970s marked him deeply. He was moved by the way people coped with disaster and saw the nexus between poverty and food security from close quarters.

Seeking a future in government service, Krishna pursued his education in political science. His interest in psychology led him to focus on political behavior – a skill that helps him work with communities today. Convinced that agriculture is intrinsic to development in India, Krishna focused on exploring the interconnections between political structures and agriculture while pursuing his masters in political science. These experiences exposed him to various systems and seeded thoughts around designing political and community structures.

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Empowering Farmers

Krishna joined NABARD, a development institution in 1983, to empower farmers. During the 23 years with NABARD, he worked closely with communities launching self-help and farmer groups in India whilst designing several products. After eight years of working on the ground, he moved to Delhi and was instrumental in policies that continue to be offered even today, including; watershed development initiatives and orchard plantation initiatives, (popularly known as WADI), in collaboration with various national and international corporations. Krishna was also responsible for the creation of incentives that would orient commercial banks to focus on the agricultural sector and reach the poor communities in India.

All these initiatives gave Krishna insights into the limitations of existing approaches and he felt the need to re-design structures under which farmers were organized to ensure that it was participatory in nature and could withstand the pressures of the market forces. He drew from models in the U.S. where bonds of cooperatives were traded upon. However, he slowly became convinced that products and services targeting the farmers were driven by supply of the private sector and government and not based on farmer demand. This made him realize that there was a need to create a farmer-centric, inclusive, and sustainable model, which will involve a holistic, yet personalized approach to address the needs of farmers and ventured out to establish eKutir in 2009.

Value chain dysfunction and highly disconnected eco-system

In 2009-10, eKutir initiated its pilot in Agriculture with 6 micro-entrepreneurs and 300 farmers. This pilot initiative was in collaboration with Grameen-Intel Social Business in extending soil-testing and nutrient management solution to the farmers. With a rigorous pilot for one year, the results were quite intriguing, with benefits perceived for both micro-entrepreneur and farmers. An understanding of the agriculture value chain and institutional service delivery followed this pilot.

In Agriculture itself, the sheer dysfunction of the value chain, highly disconnected eco-system, and exploitative strategies keeps the smallholder farmer trapped in poverty. This further characterizes low yields, low incomes, few or no market linkages, and low access to finance. The smallholder farmer is prone to high risk owing to small land acreage alongside lack of confidence and trust by the system in the farmers. A farming cycle is such that a smallholder farmer, with an income of about $1 a day, is required to undertake various activities apart from laboring on the field. The farmer must assess the state of the soil, determine the choice of input supplements, application methods and best growth practices, acquire seeds and other inputs, manage pests and diseases, access credit and market information, organize transport, and identify purchasers for the produce.

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Promoting productivity and income

The innovation of eKutir is in designing a decentralized, risk-mitigated, and transparent system to extend agriculture services to the farmers. This led to the creation of “PIE” model, which is widely accepted to extend agriculture and non-agriculture services to the rural communities. In 2013, eKutir established Krishi Vikas (Farmer Development) to extend its PIE model and a gamut of agriculture services to more than 50,000 farmers. The model has been widely accepted by NABARD to promote smallholder productivity and income for 50,000 additional farmers by 2015. Gradually, the model has gained acceptance and spread to 4 different states with different field partners in India.

Grameen-Intel Social Business has deployed the ICT-enabled tools, co-designed through the domain knowledge and expertise of eKutir, in Bangladesh and Macedonia. International Fund for Agriculture Development (IFAD) is taking the technology to countries like Cambodia and Nepal for the benefit of smallholder farmers.

PIE stands for Participatory, ICT enabled and Entrepreneurship-driven approach.

eKutir creates a distribution network of micro-entrepreneur independently or in collaboration with its field partners.

  • Identification, selection and training of micro-entrepreneurs
  • Market Opportunity and Gap Analysis
  • Business Planning and Handholding
  • Designing the Eco system to address to that problem

ICT-enabled tools under current deployment includes:

FPMT – A one-stop tool used to capture data, manage portfolio of the farmers, provide market linkages, access to advisory services, and aggregate demand-supply. This tool allows the potential input suppliers and buyers to gain access to a group of farmers, which becomes an opportunity for them to provide quality products at affordable prices. FPMT allows the farmers to choose quality inputs and sell the produce at fair prices, creating value through the agriculture value chain.

Seed Selection Tool (ankur) – ankur is a seed selection and recommendation tool. Last-mile entrepreneurs use Ankur to assist farmers with better seed selection to achieve increased productivity and farm yield.

Nutrient Management Tool (mrittika) – mrittika is the soil nutrient analysis and recommendation tool. Last-mile entrepreneurs offer soil-testing services to the farmers and use mrittika to analyze the results to recommend fertilizer for achieving cost-effective and optimum productivity.

There are several other software applications that are under development and will be rolled out in the next 5-10 years.

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Equipping farmers with the necessary soil knowledge

eKutir piloted mrittika, a software application that recommends nutrient application on the basis of soil-testing analysis. The value proposition of this tool was to equip the farmers with the necessary knowledge about their soil, crops to be grown, and the requisite application of nutrients and fertilizers, basis of soil characteristics.

When the first phase of pilot was conducted with 300 farmers, it created excitement among the farmers on seeing the soil testing conducted in front of them at their farm. When the test results were presented, the farmers were astonished with the appropriateness of soil analysis, as majority of these farmers had faced challenges in procuring the soil testing report timely, from the soil health centers established by the Government. The approach of using mobile soil test kits at the farm increased the inquisitiveness of the farmer and helped in disseminating appropriate knowledge on testing and soil health.

Post soil testing, the results were entered in to mrittika, which on the basis of the farmer information captured provided the quantity, quality, and availability of nutrient/fertilizer on the farmland. The software tool had a detailed step-wise algorithm at the back-end with a simplistic user interface to help the micro-entrepreneur enter details and get corresponding recommendations. The software application allowed localization and customization, tailored to a particular region. When compared with the current dosage given by the farmers, it was understood that there was over-application of fertilizers, which were spurious, and were bought at unfair prices.

To test the efficacy of mrittika, a control and treatment group were created. The control group applied the same dosage wherein the treatment group applied the dosage recommended by mrittika with the nutrient procured through eKutir. The results were overwhelming for the treatment group with the best farmer showing 133% reduction in costs, 200% increased crop yield, and 250% increased income on the crop. This established farmer’s trust in eKutir and helped us organically increase our outreach without any additional marketing.

The initial reaction of the farmers helped eKutir build a sense of trust and credibility, which increased farmer’s confidence in the system, and made them understand that this is a non-exploitative way to help them become more productive.

As, eKutir believe in designing appropriate software applications to benefit the needs of the farmers, eKutir came up with additional tools like ankur, FPMT, TIME Tool, and so on to help address the small gaps in the agriculture value chain, with a vision to create a suite of ICT-enabled tools that will help drive our mission to benefit millions of smallholder farmers.

LinkedIn: https://www.linkedin.com/company/ekutir
Facebook: https://www.facebook.com/eKutirSB
Twitter: https://twitter.com/ekutirsb
YouTube: How eKutir works
Vimeo: http://vimeo.com/71197753

Callum Connects

Norman Tien, Founder of Neuromath and Early Math Matters

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From a young age, Norman Tien, found his passion helping students as a math tutor and went on to translate that into a successful business.

What’s your story?
From the age of 14, I knew I would be in business for myself and started designing my company logo.

Growing up in a poor family, I worked part time while I was in school. That’s when I started tutoring and realised I had a gift to help students “see” mathematics. I delivered good results, and my students started to love math as well.

A turning point was when I was down with dengue fever and I realised I had to grow my business to the next level. I started a learning centre and that was the beginning of Neuromath. The initial years were tough as costs went up while my personal income took a dive. I almost gave up, but I pushed through.

Today, we have 3 specialty math enrichment centres managed and delivered by my dedicated team of teachers.

What excites you most about your industry?
“How to win” has always influenced how I position myself in the industry. I researched the psychology of learning, why some students are so naturally good at math, while others struggled. I managed to find the connection, and have always sought out niches to position myself so I can win.

In the beginning, I fused academic delivery with psychology to differentiate my services. Now I have a good team of teachers fully equipped with a psychological skillset.

In the next evolution of our business, we will incorporate technology into education in order to customise each student’s learning experience based on his or her needs.

What’s your connection to Asia?
I was born and educated in Singapore. One key driver why I started a business was, as a youth, I witnessed how my dad struggled daily as a taxi driver trying to make ends meet.

That said, I am very blessed to be in Singapore and to be given the right education. I see this as a very important factor to my success today.

Favourite city in Asia for business and why?
Singapore – well, for one, most of my businesses are here. Singapore is convenient for business and is very well governed. There are rules and systems that make the entire entrepreneurial journey more secure here. One big plus is the location: Singapore is a hub that allows us to connect to the world.

What’s the best piece of advice you ever received?
船到桥头自然直 –
There is a Chinese saying that when a boat goes near the pier, it will automatically align itself (with the current). It means we don’t have to worry too much, that things will take care of themselves.

A mentor once challenged me: “But who can guarantee you can even reach the pier?”

It is such a highly competitive world we are in, who can guarantee success? This is the ONE question that has been etched in my mind for decades. The Chinese saying always comes to mind when I am positioning, designing and strategizing for my business.

Who inspires you?
Mr. Lee Kuan Yew – The fact that he started ruling the country just like a startup. With limited resources, he was able to find a strong positioning to differentiate his country from the rest of the of Asia. With hardwork and proper planning, he transformed Singapore from a fishing village to a prominent financial hub in Asia.

Because Mr. Lee Kuan Yew positioned Singapore so well, government owned companies, such as Singapore Airlines, have emerged as the best in the world.

His story inspires me, spurs me to understand that success is not by chance but by design – every little step, all the strategies are all planned out. Not at all by chance.

What have you just learnt recently that blew you away?
My business coach, Marshall Thurber, shared with me the power of the “Trim Tab” – a small part of the rudder system in a ship. This Trim Tab, despite its small size, is able to influence the entire ship’s direction by turning it.

This metaphor helped me see that a man can influence the entire world if the right effort is applied. We are now living in an entirely new world, the way we commute with an app on the phone – that’s the power of the Trim Tab at work.

If you had your time again, what would you do differently?
I would embark on the same journey but I would seek a mentor at a very early age.

I have been through many hard knocks along the way, and I definitely could have shortened the learning curve if I had a mentor to advise me on the many aspects of entrepreneurship.

How do you unwind?
Driving down long highways helps me unwind, that’s when I let my mind relax and wander.

I love long distance driving and riding. My wife gave me a Harley Davidson Tourer for my 50th birthday and we intend to embark on riding holidays together in Asia.

Favourite Asian destination for relaxation? Why?
Hong Kong – I love the fast pace and the vibrance of the city. I love the cars there and it’s a very unique and exciting experience for me. And of course, I love the food there too!

Everyone in business should read this book:
One Minute Millionaire – this book highlights the mindset of an individual that is the key determinant for success in whatever we embark on. As long as we know we have a very strong reason why we need to do it, we can do it!

Shameless plug for your business:
I am the CEO and Founder of 2 Math enrichment brands:
Neuromath is a Specialist Math Learning Centre that helps students from Primary 1 to Junior College, empowering them with strategies, skills and a strong desire to learn and problem solve. We use technology to train students to avoid careless mistakes reclaiming 30 marks or more in Math exams and achieve their full potential in math.
www.neuromath.com.sg

Early Math Matters is a premier Mathematics and Cognitive Development enrichment centre for preschool children aged 3-6 years old. Through purposeful play and our renowned EMM approach, we help learners build a strong foundation for problem solving at an early age, and instil in them a passion & love for math that will stay with them for life.
www.earlymathmatters.com

We are actively seeking passionate teachers, entrepreneurs and investors who are keen to grow the education business with us.

How can people connect with you?
I speak regularly at workshops for schools, parents and platforms demonstrating the use of technology for peak performance in education.

Do contact me at
www.NormanTien.com

Alternatively, you can connect with me:
www.NormanTien.com/facebook
www.NormanTien.com/linkedin

This interview is part of the ‘Callum Connect’ series of more than 500 interviews

Callum Laing is an entrepreneur and investor based in Singapore. He has previously started,
built and sold half a dozen businesses and is now a Partner at Unity-Group Private Equity and Co-Founder of The Marketing Group PLC. He is the author two best selling books ‘Progressive Partnerships’ and ‘Agglomerate’.

Connect with Callum here:
twitter.com/laingcallum
linkedin.com/in/callumlaing
Download free copies of his books here: www.callumlaing.com

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Callum Connects

Mikyung Kim, TV Commercial Producer

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Mikyung Kim is a savvy producer who runs her own TV and print production business, based in Hong Kong.

What’s your story?
I am a TV commercial and print producer working with advertising agencies and brands to bring their communication needs to the screen. My background is in film production and I started my career in Hollywood working with Oscar winning directors Michel Gondry and Alejandro González Iñárritu. Before starting my own company last year to produce content directly with agencies and brands, I was with Ogilvy & Mather Hong Kong for nearly five years as the Senior Producer and Head of TV running the film production department.

What excites you most about your industry?
How it’s constantly evolving! Every day is different and it’s certainly never boring. I love that it’s a creative industry and that my job involves talking to people with creative minds on how we can bring a story on paper to life. It’s exciting that the advertising industry places high value on the creativity and effectiveness of content. I’ve produced a few commercials that creatively push the envelope with fun and sometimes wild ideas that have converted into positive brand awareness. Ever heard of KFC Finger Lickin’ Good…Nail Polish that yes, tastes like chicken? https://www.adweek.com/creativity/kfc-just-made-edible-finger-lickin-good-nail-polish-yeah-tastes-chicken-171245/

What’s your connection to Asia?
I was born in Seoul and raised in Hong Kong until graduating from high school at HKIS. I spent my university years in Boston at Emerson College and worked in Los Angeles at Anonymous Content and Partizan Entertainment. But on a brief visit back to Hong Kong in 2010, I decided to move back and continue my career here, and it was the best decision I ever made.

Favourite city in Asia for business and why?
Hong Kong is my home so it will always be my favourite city for business and for me personally. What I love about Hong Kong is that while I am based here, I can actually work with agencies and brands from anywhere in APAC. If I need to attend an important meeting, I can just hop on a quick flight easily. I spent most of 2017 working in Seoul with Korean agency Cheil and Samsung, and currently I am working with Japanese agency ADK and Toyota based in Singapore.

What’s the best piece of advice you ever received?
“Fake it until you become it,” from Amy Cuddy’s TED talk. Worth a watch. This helped me early in my career when I felt like I was under qualified for the job I was in. I learned to fake my confidence and fake a powerful body language until I truly felt that confidence became something real. It was nerve wracking at first but it worked and now I don’t have to fake it.

Who inspires you?
My friends. Noelle who worked part time jobs while being a full time student to pay her own tuition while we were in college together. Osti who is a lawyer focused on supporting developing nations and a board member of Redress, an environmental NGO working to reduce waste in the fashion industry. Vanessa who runs a real estate company, co-owns the gym Crossfit Asphodel, started a health foods business called Quo and NGO The Keep Moving Project to promote wellness in our community. Cathy who will be the first Asian woman to direct a big budget superhero film starring Margot Robbie with Warner Bros and DC. And too many more to name!

What have you just learnt recently that blew you away?
5.2 million plastic bottles are thrown away in Hong Kong every day. Plastic pollution is a major issue for the environment and we as responsible citizens can do our small part by reducing our consumption of unnecessary plastic. I do mine by having a water filter at home and carrying my own reusable water bottle with me everywhere I go. I love the brand Hydroflask because the stainless steel material keeps water hot or cold for hours, so I don’t feel tempted to buy a cold water at 7-11 on those hot, humid days we have here.

If you had your time again, what would you do differently?
About five years ago I purchased my very first stock and put one month’s salary into it, which at the time was a lot of money for me. Knowing how that stock has performed now, I would have put all my savings into it.

How do you unwind?
Exercise is essential in my daily life to help clear my head and de-stress. My go to is a workout at Crossfit Asphodel, running outdoors, yoga and hiking. But a glass of red wine and live music at Soiree in Soho on Sunday night works pretty well too!

Favourite Asian destination for relaxation? Why?
One of the best trips I ever took was to the island of Lombok in Indonesia. Two girl friends and I did a 3 day 2 night hiking and camping trip to summit the Mount Rinjani Volcano. It was physically challenging but mentally relaxing. There was no cellphone reception, no distractions, we had the company of nature and nights with skies full of shooting stars. It was pretty magical. We then went to the Gili Islands for a few days of scuba diving, yoga and sitting on the beach doing nothing but sipping on coconuts. That was pretty relaxing too.

Everyone in business should read this book:
“Nice Girls Don’t Get the Corner Office” by Lois P. Frankel and “Lean In” by Sheryl Sandberg. Essential reads for every working woman and/or man who wants to know how to support the working women in their life.

Shameless plug for your business:
I am a TV commercial and print producer that can plug into an existing advertising agency or brand team to produce their communication needs. Many advertising agencies these days are scaling down so they have creative directors and account services but may not have an in-house producer, so I can fill that gap by becoming a part of the existing agency team. For brands that want to produce content directly without involving an agency, I can also bridge the gap by bringing my production knowledge in-house and working as part of the marketing/brand team and liaising with the other departments in the company such as product team and ecomm.

How can people connect with you?
They can email me at [email protected]
or visit my website at mkimproducer.com

This interview is part of the ‘Callum Connect’ series of more than 500 interviews

Callum Laing is an entrepreneur and investor based in Singapore. He has previously started,
built and sold half a dozen businesses and is now a Partner at Unity-Group Private Equity and Co-Founder of The Marketing Group PLC. He is the author two best selling books ‘Progressive Partnerships’ and ‘Agglomerate’.

Connect with Callum here:
twitter.com/laingcallum
linkedin.com/in/callumlaing
Download free copies of his books here: www.callumlaing.com

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