IDEI's Twelve-year Journey towards Facilitation

This case study analyzes the progress of the treadle pump program in India, and the varying strategies that International Development Enterprises India (IDEI) adopted for each phase of the products lifecycle. It also tracks the change in IDEI's roles in these phases.The study identifies the following three phases in the program, steps involved and lessons learned from each phase:

• The introductory phase included:
  • IDEI's modification of the design of the treadle pump to meet the needs of farmers in India;
  • The establishment of a supply chain;
  • The use of The rapid penetration marketing strategy;
  • Lessons learned about the importance of:
    • Understanding the local context and adapting the product to the needs of target customers;
    • Maintaining control over product introduction.
• The growth phase included:
  • Ensuring supply;
  • Creating demand;
  • Lessons learned about the importance of:
    • Having a high-quality product and an after-sales strategy;
    • Identifying local service providers;
    • Playing a direct distribution role;
    • Moving into the facilitators role at the right time.
• The maturity phase included:
  • Organizational right-sizing;
  • Handing over functions to the supply chain;
  • Pricing review;
  • Lessons learned about the importance of:
    • The right staff structure;
    • Clearly explaining the facilitation role to private sector partners;
    • Quick action in introducing new versions.

The paper concludes by outlining the future plans of IDEI.