Empowering rural women through shared value approach: study of GNFC Neem Project in India

The purpose of this article is to understand the impact of shared value approach in generating sustainable socio-economic value for the marginalised sections of the society, especially the women from low-income households living in rural and semi-urban areas. This article analyses the conception, design and implementation of GNFC Neem Project initiative and how it transformed the socio-economic status and lives of more than 225,000 rural women in India within two years of inception. A single case study analysis was used to assess the key success factors and strategic choices, which can enable the enterprises to create a significant social impact while ensuring economic viability, sustainability and scalability. The qualitative case-based research involved primary data inputs from the field-based interviews of diverse stakeholders and secondary data inputs from the published sources. The research findings highlight the key success factors (KSFs), which led to the socio-economic success of GNFC Neem Project. The KSFs include clear focus and drive towards maintaining strategic fit between social impact and economic viability; building market awareness, trust, and acceptance; developing win-win partnerships with diverse stakeholders; and leveraging distribution channels and network for last-mile collection, storage and transportation of neem seeds (scientific name: Azadirachta indica).