Amar Desh Amar Gram e-Shop: An e-Commerce Initiative for Development of Rural Economy Through Inclusive Marketing


Amar Desh Amar Gram (My Country, My Village) is an information and communication technology-based endeavor that aims to connect the rural and urban communities of Bangladesh. Through its e-shop initiative, Amar Desh Amar Gram practices inclusive marketing, whereby it aims to bring value to urban customers by giving them access to fresh and innovative products, sourced from different parts of the country. On the other hand, it also provides value to the rural communities by giving them access to a virtual marketplace to promote and sell their creations and products without the involvement of middlemen.

Although the organization is in its tenth year of operations, the novelty of the concept, the absence of infrastructure, and the present digital divide between the buyers and sellers, makes it relatively difficult to ensure adoption among its customers. For the purpose of focus and understanding, this case looks specifically at the rural farmers supplying vegetables to urban customers. It elaborates on the marketing mix for inclusive practices, compares the e-shop procurement process to that of traditional markets and highlights the unique challenges faced by the organization. As the e-shop transitions from its present day operating environment towards future expansion, the case provides a vehicle with which to understand what strategies need to be formulated to ensure both end user satisfaction and supplier well-being in the long run.

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