Study of Rural KSK Pumps and Prospect of Information Kiosk in Siliguri Region

ISSN: 2347-6044, Volume-1, October 2013, [ref: prad06/01/10/13]

Study of Rural KSK Pumps and Prospect of Information Kiosk in Siliguri Region

Pradiptamay Saha Technical Advisor (Web Development), Indicept (India)

isan Seva Kendra (KSK) is a retail outlet model pioneered by IOC to cater to the needs of customer in the rural segment. Currently it has approximately 4,225 KSK pumps in the different states of India. Apart from regular diesel, petrol and lubricants, they

provide some extra stationary goods such as fertilizers, solar lamps, high-yield seeds, note book etc. However, IOC, Matigara is thinking of offering something more to the rural community. Hence, the idea of information kiosk came. Although, in some part of the country, information and communication centres have been started experimentally, this region of northern West Bengal remained unexplored. Moreover, a serious study regarding the performance of KSK pumps were also required to realize the ground reality.

During the study, I have visited 7 KSK pumps of Darjeeling and Jalpaiguri districts to understand the present scenario and studied the feasibility of the plan of setting up information kiosk. This region of Siliguri outskirt is full of geographical and cultural diversity. This has helped to make the study dynamic. They vary from CRPF barrack area to Tea Belt area to Forest area to Nepal border area to Paddy growing villages. So many local villagers have been questioned, feedbacks of pump-executives have been collected and infrastructural facility, geographical diversity along with demographics has been studied.

This gave me a whole new picture of the scenario prevailing. Some prospects have encouraged and some potholes have demoralized me. However it was really an exciting journey of learning.

Objective of the Project

Primary Objectives:

To study the present scenario of Kisan Seva Kendras’.

To study the prospect of information kiosk in rural KSK pumps.

Secondary Objectives:

To find the way to improve the service of Kisan Seva Kendras’.

To have the feedback of pump executives regarding the services offered by Kisan

Seva Kendras.

K

www.businessforschung.com


Kisan Seva Kendra (KSK) Pump

Kisan Seva Kendra (KSK) is a retail outlet model pioneered by IOC to cater to the needs of customer in the rural segment. Currently it has approximately 4,225 KSK pumps in the different states of India. Apart from regular diesel, petrol and lubricants, they provide some extra stationary goods such as fertilizers, solar lamps, high-yield seeds, note book etc.

Tie Ups: It is the part of IOC’s vertical growth plan to expand its retail network. IOC has tied up with Indo-Gulf for fertilizers, National Seeds Corporation for marketing of seeds and agricultural inputs, Dabur and ITC for FMCG products. Recently IOC is planning to implement banking facility in KSK pumps for rural areas through HDFC Bank.

Extra Facilities Available: Fertilizers,

High Yield Seeds,

Pesticides,

Stoves,

Solar Lamps,

Books,

Note Books,

Grocery Products,

Personal Care Products,

Tools,

Auto Spares,

Children Stationeries,

Farming Stationeries etc.

Key Features: Low Investment – Ranging from Rs. 7 to 10 Lakhs compared to Rs.1Crore of other

pumps.

High Returns – Pay back period generally remains within 3 to 4 years.

Revenue earning from non-fuel sales.

Reach in new markets.

High retention rate of customers.

Value added service to rural community.

Region of Study

The region of the study was Siliguri outskirts. It is combined with Darjeeling and Jalpaiguri, two districts of the state of West Bengal, India. This area is the foothill of Darjeeling Himalaya. This whole area is actually largely diversified in culture, language, geographical



characteristics etc. There are Hindus, Muslims, Buddhists, Christians, Sikhs residents. One pump is located in the verge of doors forest and another is in the border of Nepal, one is in the tea belt another is in the locality of CRPF camp. This diversification enables the study to be more dynamic. We can have a greater snapshot of reality from a relatively small region. Moreover, North Bengal is considered to be an underdeveloped zone compared to its southern counterpart. Though the growing city of Siliguri is not in a long distance from these

pump locations, still poor transport system and infrastructural problems are creating barrier to the development of these areas.

Pump Locations: Serial No.

Name of The KSK Village District

1 Charakdangi KSK Charakdangi Jalpaiguri

2 Sobarhat KSK Sobarhat Jalpaiguri

3 Das & Das KSK Sahudangi Jalpaiguri

4 Maa Durga Fuel Service Debidanga Darjeeling

5 Shyamapada’s Service Station Kaoakhali Darjeeling

6 - Khoribari Darjeeling

7 Bolbum Shankar Service Station Naxalbari Darjeeling

Locality-wise Details: Charakdangi: Charakdangi is a remote village in the district of Jalpaiguri. Transportation system is very poor. There is no internet connection in the village. Local market is there but that is also



with few shops. Grocery items’ demand is fulfilled by the village market itself. However, there is a demand for specialty products like farming stationeries. Sobarhat: Sobarhat is also a very remote village with a very small local market and no internet connection is there. After conducting the survey, it has been found that, there is a scarcity of quality educational items. So, there is a demand for educational items. Sahudangi: Sahudangi is near about NJP railway station. In that context it is not that much of remote. However, here also, very communication system is barring the development of the village. The route is mainly used as the bypass route connecting NJP railway station and Fulbari. Debidanga: Debidanga is at the verge of Doors forest. It’s very close to the elephant zone of Gulma which falls under Mahananda Wild Life Sanctuary. Very little farming or harvesting activities are there. Local peoples’ main income source is small businesses. The area is just approximately 10kms away from national highway. However, the condition of connecting road is severe. Kaoakhali: Kaoakhali is growing rapidly. In any way it can not be termed as village. Importance of this place is increasing day by day. This place is very close to the only medical college of entire North Bengal. Moreover, a huge Central Reserve Police Force (CRPF) campus is being made just opposite of the KSK pump. Khoribari: Khoribari is almost 42kms away from the city of Siliguri. The surrounding areas are mainly tea growing villages. Apart from tea, another important income source is jute. This area is very much closer to Nepal through Panitanki. Though not so big, but sufficient amount of stores of all kinds and well formed market is there. Naxalbari: Naxalbari is also more than 35kms away from Siliguri and mainly famous for the Naxalite Movement of 70’s. Naxalbari has its own big market with plenty of big stores. Naxalbari is only 6kms away from Nepal border through Panitanki.

Research Methodology

The research design which has been followed here is exploratory research which is also known as formulative research design.

The main purpose of the study was to get the feedback of the people as well as pump-Executives regarding the present operation of Kisan Seva Kendra pumps and to get their opinion regarding the implementation of information kiosk at their locality.

The research design was flexible to provide opportunities for considering different aspect of the problem under study.

Types of Data collected

Primary Data: First hand information was received from local people and pump-Executives through questionnaires and personal interviews.



Sampling technique applied

Simple Random Sampling: ‘Simple Random Sampling’ refers to the sampling technique in which each and every item of the population is given equal chance of being included in the sample.

Random sampling is sometimes referred to as ‘Representative Sampling’. If the sample is chosen at random and if the sample is sufficiently large, it will represent all groups in the population. A random sample is also known as ‘Probability Sample’ because every item of the population has equal opportunity of being selected in the sample.

Sample Size Altogether 7 KSK pumps were visited and 10 people from each locality were interviewed. So, for common people, The sample size is 70 For pump-executives section 2 to 3 persons from each pump were interviewed. So, for pump-executives, The sample size is 16

Data Analysis of General People

1) Need for pump due to: Interpretation

It has been seen that apart from tractors there is a huge demand for bike’s fuel. Though fuel intake is lesser, but the customer base is huge. If there is auto rickshaws’ route, then there is demand, otherwise not. The demand for generator’s diesel is due to mainly water pumps. Pick-up van is going to those areas’ pumps only, where trading activities are available. 2) Distance of the nearest pump: Interpretation: It has been seen that generally nearest pumps are more than 5km away, if we consider more than 5km away as a group. However, among these three groups, the chart is showing that, most of the pumps are within 5km. This is because of the presence of another IOC KSK pump in neighbor village. Wherever, this condition doesn’t apply the next nearest pump is 8-12km away, which falls

30.00%

10.00%

12.85%8.57%

38.57%

Need of Rural People

Tractor

Generator

Auto Rickshaw

Pick-up Van

Bike

42.85%

28.57%

28.57%

Distance of the Nearest Pump

Within 5km

5-10km

More than 10km



under next two categories. 3) Awareness Level Regarding Availability of Stationary Product Interpretation: It has been seen that, the awareness level regarding other products available at KSKs is quite impressive. 4) Demand Analysis Interpretation

There is very little demand for the stationary products at KSKs. Though 18.57% demand is being seen, that is due to specially 2 KSKs. For, rest of the KSKs the demand is actually nill.

There was another two questions after this in the questionnaire.

A) If yes, which product you need

most? and

B) If no, is there any special reason?

For Q. A)

The need has been found for fertilizers and pesticides in Khoribari KSK, but in a pouch pack and not in the large pack which is available now. Moreover, being a Tea-belt, they need agro products related to tea plantation. In case of Kaoakhali KSK, there is a demand for household stationeries like solar lamps, personal care items, note books etc. This is because of absence of any local market, though the area is growing with the building of CRPF camp.

For Q. B)

The lack of demand is basically for two reasons. 1) The availability of local market and

2) The price is not lower than the normal price prevailing in the market.

5) Availability Analysis Interpretation:

As because the demand is very less and people are not interested to buy from KSKs, it was tough to get data regarding the availability of the products from buyers’ side. However, the feedback has been collected from those two KSKs of Khoribari and Kaoakhali and it has been found that, the product is not available all time. It creates dissatisfaction in customers’ mind.

80%

20%

Awareness Level Regarding Availability of Stationary

Products

Aware

Not Aware

18.57%

81.43%

Need or Demand Analysis

Yes

No

15.38%

84.61%

Availability of the Products

Yes

No



45.71%

35.71%

12.85%

5.71%

Income Source of the People

Farming

Business

Service

Contractual Work

6) Demand of Information Kiosk Interpretation: Before starting the analysis, few things should be mentioned. As such Information Kiosk is not available in rural areas. So, in the question, ‘internet connection’ has been added. I have tried my level best to make them understood about the concept of information kiosk. Most of the positive responses were got only after mentioning three major points.

a) Those services will be free of cost.

b) Facilities for online form fill-up for various jobs and getting results will be there.

c) They can book emergency rail-tickets for patients.

Though I have mentioned, the facility of weather report and agricultural information, they were not interested because of their previous experiences due to various other projects. They found it better to believe on their own expertise and intuition.

Already available option is there, because of two reasons. Due to the ‘SAHAJ’ initiative of Gram Panchayet, in some villages, there are internet connections available and in growing villages also cyber cafés are there, though with very minimal infrastructure. Don’t need was not previously there, but later it has been included after getting that kind of strange responses. It is due to the lack of understanding actually. Normally when someone doesn’t understand something, he/she prefers to say ‘Can’t Say’. However, sometimes to hide their ignorance, they choose to reply in a harsh manner.

Combining ‘Don’t Need’ and ‘Can’t Say’ category, there are 25% of people who can turn into ‘Need It’ category, if proper campaigning with demonstration can be arranged. Whereas, more than 58% of the interviewed people are there who are enthusiastic about the ‘Information Kiosk’. Though ‘Already Available’ category is not being considered but they can also be the consumer if the services are free or with minimum cost. 7) Income Source Analysis Interpretation: It has been seen that Farming is still the earning source of a very large population of village.

However, it has to be understood that most of the people who were eager to give their feedback was somehow attached to the local KSK as a customer. In some cases the person is buying fuel for his

58.57%

15.71%

11.42%

14.28%

Demand of Information Kiosk

Need It

Already Available

Don't Need It

Can't Say



own requirement and in some cases he/she is buying on behalf of his/her employer. Normal local villagers don’t have the clear picture about the KSKs and their facilities. So, there is a gap. Apart from farming which is generally the largest source of earning of the villagers, so many people are attached with business, mainly transport business through auto rickshaw or pick-up van and supplying of various goods on behalf of nearest wholesaler. Service means here, generally the service holder of ‘Gram Panchayets’, ‘Anganwaris’ and Primary Schools. Contractual workers or labours are a huge section of village society. However, in our survey we have realized that, they are very little interested and aware about the activities of KSKs.

Data Analysis of Pump Executives

1) Which type of vehicle mostly fills oil? For this question no option was given because the intention was to emphasize on the vehicle types. The general need was got from the individual questionnaire.

It was found that two types of vehicles were common for all locations except Debidanga, which is near to the forest area. Those are Tractors and Bikes. In case of Debidanga, tractors doesn’t go there.

For Debidanga and Naxalbari, Pick-up Van is there and for Debidanga and Kaoalhali, both being very near to the city and happens to be situated in the route of city auto, get auto rickshaws and city auto as customer. 2) Consumer Awareness Interpretation: It has been seen that large display pillars are there in front of each KSK. Moreover, the available items’ names are written in regional language also. As there are very little hoardings and banners in rural areas, those display pillars are easily visible. So, from that only it was supposed to have 100% awareness. But due to illiteracy it is not 100% but 68.75%.

However, when people were asked, directly it was found that 80% people are aware about those stationary products. There is a gap of 10% between these two data and this is the gap between pump executives’ perception and reality. But it is negligible and the reality is, the awareness level is good. 3) Demand Analysis for Stationary Products Interpretation: It has been found that there is a very little demand for those stationary products available over there. This result supports closely the findings of individual survey.

68.75%

31.25%

Consumer Awareness

Aware

Not Aware

25%

75%

Demand of Stationary Products

Yes

No



Three questions were asked in connection to this question. a) If yes, then which type? b) If no, then what may be the reason? c) What is their perception about those products? Findings:

a) For the first question, only in case of Kaoakhali, there is demand for stationeries like

Notebook, Solarlamp, Stoves, Children Stationeries etc. That is because of

unavailability of formed local market. In case of all other pump it has been found

that there is no demand. It means people prefer to buy from traditional shops of

market rather then from KSKs.

b) They prefer to buy from traditional market due to various reasons. Some are

common for all the locations whereas, some are location specific reasons. As the

pump executives are more familiar to local people, they disclose their grievances to

those executives all the time. That is why pump executives were preferred to

provide this valuable feedback.

General reasons: 1) They can buy in credit from local stores.

2) The price is not lesser in KSKs

3) The traditional buying behavior.

4) Number of available variety for a given product is lesser than normal retails

stores.

5) The pump executives are not having adequate knowledge regarding the

products.

Location specific reasons:

1) Charakdangi: This place is a distant village but have its own old traditional

market. Peoples’ perception of petrol pump is traditional also. They are aware

that some products name is written over there but they are not interested at all.

2) Sobarhat: This village is near of Charakdangi and the feedback is similar to the

same.

3) Sahudangi: Sahudangi is very much close to the New Jalpaiguri Railway Station,

the largest station of the whole North Bengal. However, communication system

is very poor. People are indifferent to the products available at KSK. They prefer

to go to the market of NJP for buying essentials.

4) Debidanga: Debidanga is very much close to the forest area. It’s only 2-3 kms

away from the elephant range of Gulma. Farming activity is not there. Local

businesses (depending upon Siliguri) are the main source of income. Local people

prefer Champasari market for marketing purpose.

5) Kaoakhali: As discussed previously, this area is growing rapidly due to the

presence of new set up CRPF camp and adjacent North Bengal Medical College.



Residential area is increasing steadily and so as the demand for FMCG products.

Moreover absence of formed local market has triggered the demand. However,

pump executives have said that supply of the product is not regular.

6) Khoribari: Khoribari is surrounded by Tea estates. However, pesticides for tea

plant are not available. So, obviously there is no demand for general pesticides

and high yield paddy seeds. Being situated very much close to Panitanki and

Nepal border, markets are flooded with cheap Chinese electronic products. So,

no one is interested to go for solar lamps instead of cheap and fancy LED lamps.

7) Naxalbari: Naxalbari is also very close to that Nepal border through Panitanki. So,

some issues are same. Moreover due to the presence of highway pump, demand

for fuel itself is very less as well as other products. Naxalbari has its own large

market. More than two ATMs of nationalized bank is available there. Though the

pump is situated in a handful distance away from Naxalbari market, people

prefer to go to Naxalbari for buying. Moreover, the population of the

surrounding area of the petrol pump is very less

C) Most of the peoples’ thought was that as the name of those petrol pumps was Kisan

‘Seva’ Kendra, the products will be free or at least at a very lower price. When they

found the reality as different, they were reluctant to shop from there. Due to the

spread of mouth, they have rejected KSKs cumulatively in case of buying stationary

products.

4) Are they satisfied with the number of customers? Interpretation: It has been seen overall approximately half of the pumps are running well.

Actually, only one pump has given the feedback as moderate. That means, in most of the cases, either the pump is doing well or not.

Location Specific Result Charakdangi

(2 replies) Sobarhat (2 replies)

Sahudangi (2 replies)

Debidanga (3 replies)

Kaoakhali (2 replies)

Khoribari (2 replies)

Naxalbari 3 replies)

Satisfactory

Moderate

Not Satisfactory

37.50%

18.75%

43.75%

Status of the business

Satisfactory

Moderate

Not Satisfactory



5) Do they think setting up of information kiosk will help local people? Interpretation: There are no two opinions about the prospect of information kiosk. Each and every pump executives feel that, it will help people as well as the business of the KSKs. People will get help directly and the KSKs will be able to place themselves in a more inclusive manner to the common villagers. As pump executives were more interested to provide feedback, it became possible to explain them in details about the information kiosk, so, there was no confusion about the probable positive impact of information kiosk.

The Key Issues and Suggested Solutions

1) Rural market is very much diversified. The need of each locality is different from

others. Demand profile for each KSK should be made.

2) Proper quantity packaging is required along with variety of offered product. For

instance there is a demand for Servo Agro Spray is there. However, in case of West

Bengal land is very much fragmented and due to that individuals are owning very

little amount of land. So, they need small packets like pouch. If they are compelled to

buy in higher volume it would add to the wastages. Specifically Servo Agro Spray

should be sold in pouch.

3) Product should be sold at a lower price than prevailing one. Promotional activities

during that price reduction are suggested.

4) Product variety should be increased by tying up with more organizations and regular

supply of those products is needed.

5) Some credit policy may be taken so as, people can buy on credit also. Most of the

KSKs have consistent customer base. So, with proper policy it should not be tough to

get back the remaining amount.

6) Training program for pump executives is needed. It will increase their knowledge

about products and help them to learn about customer handling. If possible one

dedicated executive is needed to look after the demand-supply-sale activity of the

stationery products. It will minimize the waiting time of the customers.

7) However, one main problem will be still there. That is the traditional buying

behavior. It takes time to change the mentality and perception of the people. To

establish a new habit one has to offer something attractive and which will add some

value. And here comes another strong reason for setting up information kiosk.

100%

Prospect of Information Kiosk

Good

Bad



Prospect of Information Kiosk The study has found that there is a huge prospect of information kiosk at KSKs. It may play a crucial role in two ways:

a) To uplift rural society

b) To change the traditional buying behaviour

Impact of Information Kiosk on Rural Society Large portion of Indian citizen lives in rural places. The economic growth of post liberalized era has changed this village but not as a scale it should be. According to purchase power, today India is the third largest economy of the world. But according to Human Development Index (HDI) we stand on 136th position in a list of 184 countries over the world. It refers that the positive effects of our growth haven’t reach to the poor people who resides largely in rural areas. KSKs being situated in rural areas can make a difference here. The already available infrastructure of KSKs can be utilized to provide various services to the grass root level of our society. Though India has made her place in the world as a country of Information Technology (IT), our villages are far away from it. Information Kiosk can help villagers in various ways like:

1) To provide information related to agriculture.

2) To provide information regarding weather.

3) To help the rural youths to get job through consultancies.

4) To help rural youths in online form-fill up for various exams.

5) To provide information of results of those exams.

6) To provide services of e-governance to them.

7) To help them in getting ‘Tatkal e-Ticket’ in health related and/or other emergencies.

Agriculture and weather information can help farmers who are the majority in rural India. India is country of youth. Average age of our population is 20-30years. With proper

nourishment this huge human resource can act as a developmental force instead of being luggage for country. Now-a-days there are so many job consultancies who provides information online for number of jobs. Information Kiosk can help rural youths to take advantage of these services.

Day by day all the nationalized and state wise job exams are going for online form fill up methods. Rural youths also need assistant on this matter and also to get result of those exams. Presently they are compelled to expend a cost of Rs.20-50/- to get one result. This is true for class x and class xii exams also. KSK can provide this at a much cheaper rate. Central Government and State Governments have started to offer various e-governance services to citizen. However, rural people are still out of their reach. KSKs can play a vital role here.

Medical infrastructure of rural India is poor. So, often villagers are bound to go to big cities for treatments. It becomes a tedious job for them to get a ‘Tatkal e-Ticket’ through online booking. Local distant cyber cafes charged a high rate to book tickets. KSKs can help those poor people in need.



Impact of Information Kiosk in Bringing Change in Buying Behaviour of Rural People The study has found that apart from all the problems there is a mental blockage in the mindset of rural people to consider KSKs as a place to buy their daily needs. Traditional shops are acting as a competitor to KSKs. Even if all the suggestions mentioned previously are implemented, still there is a doubt to get success. Until, KSKs are being able to add some value to the lives of rural people, they can not make their place in the mind of rural customers.

Information Kiosk can play a vital role here. It will create immense positive reaction among the villagers and that will minimize the gap between common villagers and KSKs. For instance, today one boy is coming to the KSK to get his class xii result. Tomorrow, that boy may start his own business by buying a pick-up van. By that time IOC as a brand will be obviously preferred by that young man.

It was just an example. The main idea is not directly related to business always. It is about becoming household name. Then only that mental blockage will be removed and people will accept the offerings with delight.

Suggestions and Commercial Feasibility As the name suggests ‘Kisan Seva Kendra’, people should get something as ‘Seva’. Then only the perception will change. Services should be offered at very cheap price compared to the prevailing market rate. For some manufactured product it is always tough to reduce the price. But, here even if the actual cost is being charged, it is possible to provide the result related information at only Rs.5/- per result easily. Thus, without incurring extra cost, customers can be made satisfied and that is also with a positive social impact.

To set up Information Kiosk, set up cost will not be so high as required land and basic infrastructure is already there. Requirement:

1) One Computer

2) Internet Connection

3) One Trained Operator

Fixed Cost Once computer with printer, modem etc. = maximum Rs. 50,000/- Setting up of internet connection = maximum Rs. 2,000/- Total = Rs. 52,000/- Variable Cost Internet charge per month = maximum Rs. 2,500/-

Salary of the operator = maximum Rs. 5,000/- Total = Rs. 7,500/- Technical Feasibility The first basic criterion is to have electricity. In absence of that solar power can be used as alternative. Even if where conventional energy source is available, use of solar power can set a good example of sustainability practice. Then it comes to internet connectivity. With the introduction of BSNL WiMax service, now it is possible to have high speed internet without physical cable line or phone line connectivity. That can be used in distant rural areas.



The next hurdle is to recruit one efficient operator. However, now-a-days at least one computer literate young man/woman per village can be found easily. If it is not possible training can be organized for any xii pass local man/woman. It will take hardly six months to give proper training. Moreover, it will create another positive impact by creating one new job. Local people will also feel free to ask help from those operators.

Conclusion

The study concludes that the present scenario of KSKs in terms of fuel service is fine but in terms of other stationary selling is not at all impressive. Several steps should be taken to improve the present scenario so that, KSKs can serve with their full potentiality. Then only the noble concept of Kisan Seva Kendra will be successful.

As far as the prospect of Information Kiosk is concerned, there is a huge prospect of Information Kiosk. Indirectly, it will also help KSKs to achieve success. Moreover, Information Kiosk can play a vital role in shaping the future of rural youth.

Reference 1. How 75% of petrol stations have closed in 40 years forcing drivers to travel further and pay more to fill up tanks

By MATT CHORLEY, MAILONLINE POLITICAL EDITOR PUBLISHED: 15:43 GMT, 18 January 2013 | UPDATED: 18:23 GMT, 18 January 2013 http://www.dailymail.co.uk/news/article-2264588/75-petrol-stations-40-years-forcing-drivers-travel-pay-tanks.htm

2. RELYON SOLAR | Solar Petrol Pumps Power System Wednesday, 01 May 2013 08:51 http://www.relyonsolar.com/index.php/solar-power-systems-for-petrol-pumps

3. IOC urges petrol pumps to run on solar http://www.energynext.in/ioc-urges-petrol-pumps-run-solar/ August 11, 2012 11:19 am

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OUTLET ) DEALERS 1st March , 2012 9. Fuel Supply to Rural Filling Stations www.ukpia.com

http://www.dailymail.co.uk/news/article-2264588/75-petrol-stations-40-years-forcing-drivers-travel-pay-tanks.htm

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http://www.ukpia.com/

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Study of Rural KSK Pumps and Prospect of Information Kiosk in Siliguri Region

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