To enable last-mile doorstep delivery in rural India and encourage eEntrepreneurship, PepsiCo India announced its partnership with Common Service Centers (CSC), under the Ministry of Electronics and Information Technology (MeitY), Government of India, to list its products on Grameen eStore platform. As a part of the partnership, PepsiCo India’s snacking brands like Lay’s, Kurkure, and Uncle Chips will be listed on the CSC Grameen eStore and made available in the hinterlands through aspirational Village Level Entrepreneurs (VLEs). Starting with a pilot in Sultanpur District, Uttar Pradesh, PepsiCo India’s products will initially be listed on Grameen eStore with 264 VLEs stores.
Integral to the Digital India program, Common Service Centers (CSCs) make digital inclusion of rural India a reality. To facilitate smooth rural eCommerce, the VLEs will add products from the built-in master catalog. The customers can then look upon the Store for the required product in their locality using a GPS and place an order on their Grameen eStore app.
Dinesh Kumar Tyagi, chief executive officer of CSC SPV, stated, “CSC Grameen eStore initiative helps in Building an Atmanirbhar Bharat by creating rural employment in logistics through CSC eStore while ensuring eCommerce services in rural areas through CSC Grameen eStore app. So far, we have carried out over 9 lakh orders worth Rs 70 crore through 1.2 lakh eStores. Partnering with PepsiCo India will enable all our eStores to get the range of food products and ensure the strengthening of the supply chain even in interior and Tribal areas.”
Speaking on the initiative, Aditya Sinha, senior director, and head Sales, PepsiCo India, said, “CSC is one of the pioneer projects of the Government of India, which has been instrumental in driving digital inclusion in rural and remote locations. It has not only offered ease of access to citizens but also economically empowered rural entrepreneurs. At PepsiCo India, we have been working to enhance the last mile connectivity in rural communities and our partnership with the CSC Grameen eStore will further boost our efforts to deliver consumers’ favorite snacks at their doorstep.”
Customers can place the orders through the eStore that can either be picked up directly from VLE or delivered by the VLE at the doorstep, ensuring zero contact.
Common Service Centers (CSCs) Scheme
Common Service Centers (CSCs) Scheme is one of the key enablers of the Digital India program. CSCs are the access points for eDelivery of G2C, education, healthcare, agriculture, and financial services to villages in India, thereby contributing to a digitally and financially inclusive society. CSCs are more than just service delivery points in rural India. They are positioned as change agents, promoting rural entrepreneurship, and building rural capacities and livelihoods. It is a pan-India network catering to the country’s regional, geographic, linguistic, and cultural diversity, thus enabling the Government’s mandate of a socially, financially, and digitally inclusive society.
CSC Grameen eStore is a hyper-local eCommerce platform. The eStore is available as a mobile app on Google Play Store. Citizens can download the app to order provisions from their nearest CSC.