Ricoh 2014 Annual Report Download - page 82

Ricoh Group Sustainability Report 201481
➤ WEB1 BOPProject : www.ricoh.com/csr/activity/soc_harmony/bop.html
BOP project
Under the shadow of economic progress in emerg-
ing and developing countries, an impoverished
class—oftenreferredtoastheBOP(Baseofthe
Pyramid)—still exists. These people endure a wide
range of social challenges. Seeking to help solve the
issues that these people face while cultivating new
businesses, Ricoh has contributed to a project in a
ruralvillageinthestateofBihar,India,since2010.
Our approach to this project did not start off
with a search for issues and needs that could be
addressed by Ricoh’s resources; rather, we sent staff
to actually live with the people and build trust, and
thereby gain an understanding of the local customs
and culture. In the process, we identied the real
issues that trouble the community, worked with the
people there to nd solutions, and explored new
businesses utilizing our resources to expedite these
solutions.
Our partner in this project is Drishtee, a social
enterprise. The task of considering ideas for sustain-
able businesses fell to local residents, largely project
members living in the area. In the end, two ideas
were selected: Photo Print Shop, which provides
Ricoh’s resources to photo-loving villagers; and
Women’s Shop, a woman-to-woman business
offering everyday items. For both businesses, we
provided the local entrepreneurs with the necessary
training and support to open and run their shops.
Through these businesses, we are contributing to
better income potential in the village as well as the
empowerment and independence of women.
As of July 2014, two Photo Print Shop locations
and 18 Women’s Shop locations had been opened
inthestatesofBiharandUttarPradesh.Wesupport
the operation of these shops as we look into the
development of products and services that will
contribute to the development of their businesses. In
this way, we will build new business models in rural
areas. ➤ WEB1
Physiology class at a Women’s Shop event
EntrepreneurAnjanaThakur,whoopenedhershopinNovember2012
“My days are more rewarding since I opened the shop.”
Comment from a Women’s Shop owner
There are three reasons why I opened the shop. First, a shop in the village would mean that the women here would
not have to go shopping at the store four kilometers away. Second, I could do my own shopping right here. And
third, I could bring in some money for my family.
Since the shop opened its doors for business, I’ve handled lots of products and I’ve been able to talk to a variety
of people. I just love it. The village women say the shop is so convenient. They really appreciate having a shop right
in the neighborhood where they can buy an item that they
suddenly run out of or pick up a small gift to take if they
suddenly have to pay a visit to someone.
Before I had the shop, I just whiled away my time
at home, not doing anything of particular importance.
But now, I spend time working, and I can chat with my
customers. My days are much more rewarding. I’m now
making profit of several thousand rupees a month. If I
can boost sales higher, I’d like to expand the shop. Then,
when the kids are older, I’d like to get qualifications to
be a beauty professional and that should bring in more
customers.