Jal Seal

Activation Plan
Presentation by –
Geometry Global
Brief
Educating the farmer for the need of pond-liners,
And, be the first choice to fulfil that need!
Situation Analysis
Water is the ultimate life force, for the survival of every living being
But today, extreme climatic changes and lack of adequate rainfall
have resulted in faster depletion in the levels of ground water
This has resulted into a serious problem of irregular and inadequate
supply of water, especially in the rural areas of states like Rajasthan,
Maharashtra and Tamil Nadu
In a tropical monsoon country like India where rainfall is uncertain,
unreliable and erratic India cannot achieve sustained progress in
agriculture unless and until adequate water supply is provided
What can WE do to bring in a ?
The Need

While we cannot predict rainfall, but what we can do is

prevent seepage and leakage of water bodies available
for agriculture
The Solution
Jal Seal understands the growing concerns of depletion of valuable
water resources and brings to you multi-layered geo-membranes
used for lining of water reservoirs and ponds to prevent seepage and
leakage
JAL SEAL features

Water collection Prevents leakage Prevent ground Lining of water

for Irrigation and seepage water reservoirs and
contamination ponds
Before we proceed further,
our understandings from market immersion
Market
 State : Maharashtra

 District : Nashik

 Tehsil : Sinnar

 Village : Dodi
 Situated in the hinterlands of Maharashtra, Dodi village has a fertile land which boasts of
vegetations like Capsicum, Tomatoes, Onions and other food grains like Maize and Wheat
 Our Understanding

‘Sheet-talav’ as called in Marathi is the farm pond build to fulfil the

water storage and transfer problems. Today with highly progressive
farmers in sight, Pond-liners are an integral and inconsequential for a
farmer and his pond
A day in the life of……
Mr. Avhad is a prosperous farmer in Dodi Village and
has a land of 5 acres for farming where he cultivates
Onions, Maize, Wheat, Pomegranate and Custard
Apple.

His daily routine includes visting the mandi, feeding

the cattle, discussing politics with other farmers and
farming

Being a influential figure in the village, he

commands respect and authority over various
village related problems
Since 4 years, the village had not received
adequate rainfall which resulted in poor and low
cultivation. Returns from the mandi were reduced
by 50% due to various reasons, rainfall being the
primary reason.

This created a sense of fear and apprehension in his

mind. After all, he had to run his family and feed
them.

One fine day, while he was travelling to Kolhapur for

a family visit he happened to see a pond covered
with a High Density Polymer and his relative was
utilizing water from that very pond.
On inquiring about it, he was introduced to the concept of pond-
liner by his relative. Seeing the benefits of this, it stirred up the need in
his mind to have his own pond where he could conserve and use it
for farming for all his to fulfill his irrigational needs
He then, got in touch with the dealer situated in Sangamner and
initiated the excavation of his own pond by getting a subsidy of Rs.
50,000 from the government and installing the pondliner to store the
water for farming.
Stages

Installation

Order
Placement
Pond
Measurement
Excavation
Process Explained
1. Farmers firsts fills an application for
having a pond to the govt.
4. The farmer would then get in touch
with the dealer and place an order
for the pond-liner
7. After receiving full payment based
on the measurement, the order
comes within 2 weeks
3. There’s a maximum subsidy of Rs.
2. Govt. approves the same and
50,000 for having a pond of 100ft. X
grants subsidy for the same
100 ft. at least
5. At the same time, he would initiate
6. The dealer will come for the
the excavation of the pond with the
measurement of his pond and guide
help of a rented excavator which
the way forward for labor requirement
takes 3-7 days
9. Installation of a pond-liner usually
8. Farmer would get labour on his own
takes 1 week to get completed to
wherein the sales person will instruct
solder various geomembrane sheets
on the installation of a pond liner
together
Time Cost

EXCAVATION
Excavation Cost – Upto Rs. 50,000 – 1 lac
Major cost incurred – Hiring of excavators on rent @ Rs. 1800 - Rs. 2000 per hour
Elements Involved – Excavator, Supervisor and Local Labour
Time Taken – 7-10 days

INSTALLATION
Pond-liner Cost – ISI Marked Rs. 85-95 per sq. ft. and Non-ISI Marked Rs. 50-60 per sq. ft.
Additional cost incurred – Labour Charges for 10 men for 1 week
Elements Involved – Pond Liner, Soldering Machine, Company Supervisor, Local Labour
Time Taken – 5-7 days
 Pond-liner Requirement
Mapped to Crops Grown

Major crops grown in Maharashtra & matching them to

requirement of farm ponds:

1. Vegetables / Pomegranate : 4 acres require a

farm pond
2. Onion: 1-2 acres would require a farm pond
3. Wheat: 1 acre would require a farm pond
4. Chana: 10 acres would require a farm pond
Key Inferences

Product Standards
Warranty

Availability Govt. Subsidy

While there is an alarming need to conserve water in the state, the
farmers are moving in the right direction. Slowly and steadily where
they realize importance to store abundant water from wells and they
are doing it by making man-made ponds!
Task-at-Hand

Need Sales
Awareness Education
Generation Inquiries
Activation Campaign
‘Fasal Badhao, Jal Seal apnao’
Rationale
 While the whole agenda stands to protect and conserve
water we aim to spread the message by saving the water
resources by installing Jal Seal in the ponds!
Strategy

Awareness

Interest

Desire

Action
Target Markets
Plan-of- Action
 To reach out to the farmers and showcasing the USP’s of
the product we plan to use different media – static, radio
and activation - which should spread the word about Jal
Seal

 Also, by doing this we would want to advocate the brand

in the minds of the farmer by enrolling someone from their
known influencer in the village
How do we do it?

Print OOH

Activation
(Influencer
Program)
Radio
Influencing
the Influencer
Activity Flow
 The activity will be divided into 4 stages in a particular
village wherein the promoter will be meeting a
‘Influencer’ which could be anyone who is influential from
a village to explain the benefits to the T.G
Contd.

Recognition and
Rewarding
program
Educating
Influencer about
brand and other
Influencer schemes, rewards
Appointment and and services
Briefing attached to it
Influencer
Identification &
Briefing
Identification
 The team will visit the villages and scout for local
influencers who has a say in village politics and
development

 It can be Sarpanch, Doctor, Progressive Farmer, Bank

Official or a School Teacher from a particular village

 They will be responsible for influencing the purchase

decision of the villagers
Appointment
 Post, identification of the Influencer our team will brief
them about the brand and explain them about the
benefits of installing a pond-liner

 They will be given a branded booklet which will be

showcasing the benefits and usage of pond-liners to the
farmers
Education
 Demo will be given to the farmers with the help of a pre-
recorded installation video which will further help him
understand the usage of a pond-liner

 Various sales-driven schemes and discount will be

explained to them which will be provided once they refer
it to a farmer
Recognition
 As a part of gratifying the farmer, we would be giving due
recognition to him as the farmer refers Jal Seal to another
farmer

 His name will be printed in local newspaper along with the

dealer’s information

 Other gifts will be given to him which will motivate him to

refer Jal Seal
Other Media Options
OOH

Hoardings and S.T buses will be branded with the communication which will create
brand visibility at district level among the villagers
Radio

An engaging communication will be developed for the brand which will be played
across local radio channels which villagers prefer listening to. This will create
awareness and recall in the minds of the farmers about Jal Seal
Radio Jingle

JINGLE
Jal ki ek-ek boond bache
Har mausam jal khoob rahe.
Talaab banao, Jalseal apnao
Talaab banao, Jalseal apnao
Fasal na sookhe, na sapney tootein
Khushiyon ke fir ankur footein
Talaab banao, Jalseal apnao
Talaab banao, Jalseal apnao
Print

Print ads will be placed in various

regional newspapers which will
have a strong rural coverage to
communicate about the brand’s
USP and product availability at
nearby places
Expected Outcome

Sales
Increased Inquiries
W-o-M

Maximum
enrolment
of
Influencers
Awareness
built
Feedback Please