Pak Maweshi

Limited Market Access for Small-Scale Livestock Farmers in Pakistan: A Challenge Addressed

This project tackles the critical issue of limited market access faced by small-scale livestock farmers in Pakistan, with a particular focus on empowering women in this sector.

The Scope of the Challenge:

In Punjab, Pakistan, an estimated 35% of the rural population, roughly 25 million people, rely on livestock farming for their livelihoods. A significant portion of this population comprises women who play a crucial role in livestock and poultry rearing. However, these farmers face significant hurdles in reaching markets due to:

• Limited Resources: The financial constraints of small-scale farmers often restrict their access to efficient transportation and communication channels.
• Lack of Market Information: Farmers lack access to real-time pricing data and knowledge of alternative buyers, hindering their ability to negotiate effectively.
• Dependence on Middlemen: Reliance on middlemen as intermediaries reduces profits for farmers due to the added cost of commissions.
• Low Prices: Without strong bargaining power, farmers receive lower prices for their livestock and produce.

A Gender Dimension:

Cultural restrictions often prevent women farmers from directly accessing markets, further limiting their economic opportunities and autonomy.

Our Solution

This project proposes a mobile application designed to address these challenges and empower small-scale livestock farmers, particularly women:

• Direct Market Access: The application facilitates direct connections between farmers and buyers, eliminating the need for middlemen and increasing profit margins for farmers.
• Enhanced Market Information: Real-time pricing data and market trends will be readily available to farmers, enabling them to make informed decisions regarding sales.
• Women's Empowerment: The application overcomes cultural barriers by providing women with a platform for direct market access, fostering their economic independence.

Alignment with Sustainable Development Goals (SDGs):

This project contributes to the achievement of several SDGs in Pakistan:

• SDG 1: No Poverty: Increased farmer income through improved market access can significantly alleviate poverty.
• SDG 2: Zero Hunger: Promoting efficient livestock production and market access contributes to food security.
• SDG 10: Reduced Inequalities: Empowering women farmers and promoting gender equality in the agricultural sector fosters a more equitable society.

By addressing limited market access and empowering women in the livestock sector, this project aims to create a more just and prosperous future for Pakistan's rural communities.

Pak Maweshi is a Mobile App. This solution offers a comprehensive solution to the livestock owner’s issues. Urdu Language and pictorial interface makes this solution unique and viable for the Pakistani Livestock Owners. Audio voice over for the entire text on app is also a unique feature. Dissemination of technology and its widespread usage is the futuristic way to improve the livelihoods of rural farmers through developing a virtual market and providing information on vets. 

The menu categories:

Maweshi Mandi: Livestock owner would be able to directly sell the livestock and or produce by phone. The products are visible to the buyer through the app and both the buyer and seller can contact each other directly to make a favorable exchange. 

Vets/Information Access: Livestock owner would be able to find and access vets and medical information without any difficulty. The app uses Geo Mapping and Google Map features to make the solution more useable for the Pakistani farmer.

The app is currently available only on android based phones and can be downloaded from Google play store. Android dominates the smartphone market in Pakistan, with estimates suggesting a market share of over 80% compared to iOS's much smaller share. Since android based phones are much cheaper in cost, mostly farmers in Pakistan are using android based phones.  By focusing on Android, the app can reach a much larger user base in Pakistan. 

Pak Maweshi App can be downloaded from Google Play store. 

Link https://play.google.com/store/...

Pak Maweshi's target population is rural Pakistani farmers, especially women, who play a vital role in animal care and contribute significantly to the livestock sector. However, they face challenges that hinder their ability to succeed:

• Limited Market Access: Small-scale farmers lack resources for efficient transportation and communication, struggle to get real-time pricing information, and often rely on middlemen who take a cut of their profits.

• Language Barriers and Illiteracy: Many farmers, particularly women, have limited literacy and may not be comfortable with English interfaces.

• Digital Literacy: Limited experience with technology can make it difficult for farmers to navigate complex apps.

Pak Maweshi addresses these challenges in several ways:

• User-Friendly Interface: The app uses pictures, Urdu language, and voice-over functions, making it easy to use for those with limited literacy or digital experience.

• Accessibility Features: Phone number login, automatic location updates, and Google Maps integration eliminate the need for complex data entry.

• Direct Market Access: The app connects farmers directly with buyers, eliminating middlemen and increasing profits.

• Improved Market Information: Farmers get real-time pricing data and market trends, allowing them to make informed decisions.

• Women's Inclusion: The app targets women through community leaders and women's groups, acknowledging their role and fostering their economic independence.

By addressing these issues, Pak Maweshi empowers rural farmers, particularly women, to:

• Increase their income through better market access and eliminating middlemen.
• Improve animal health with easier access to veterinary services through the app's features.
• Boost productivity with healthier animals, leading to higher milk yields, better reproduction rates, and stronger working animals.
• Gain economic empowerment and greater control over their livelihoods.

Overall, Pak Maweshi aims to create a more just and prosperous future for Pakistan's rural communities by empowering women farmers and improving the livestock sector.

As a team, we're well-positioned to deliver this solution because we understand the challenges firsthand. Our founders come from an agricultural background, and we've seen these issues play out right in front of us. This gives us a deep understanding of the problems that farmers face every day.

We also have strong ties to the communities we're serving. Our family network in rural areas will be a huge asset for marketing and getting the app into the hands of the farmers who need it most. Building trust within these communities is crucial, and our existing connections will help us do that.

Finally, our association with Spark Tank and women's NGOs helps us in our commitment to women's empowerment. We understand the importance of including women in the solution, and we're working with organizations that can provide valuable guidance on how to best serve their needs.

To make sure our app truly meets the needs of rural Pakistani farmers, especially women, using our network, we have already worked on a few things. We conducted user research by holding focus groups and interviews. This allowed us to gather specific feedback on what features are most important and how the app can be most user-friendly.

Second, we involved community members in the design process itself. This helped us to ensure that the interface, icons, and functionalities are culturally relevant and easy for everyone to understand.

Finally, before launching the app to everyone, we conducted pilot testing with a small group of farmers in rural areas. This allowed us to see how the app works in real-world situations and make any necessary adjustments based on user feedback. By incorporating these steps, we believe we are on way to building a solution that is truly designed with and for the rural Pakistani farming community, particularly women.

To ensure a comprehensive evaluation, we conducted user testing of our application prototype with a diverse group of stakeholders. This included local livestock farmers, technical experts who provided feedback on the application's functionality, and representatives from organizations with aligned interests. These organizations included agricultural lenders, government livestock departments, and companies involved in the livestock industry.

Based on the valuable insights gained from our user testing phase, we implemented significant enhancements to the application prototype. Subsequently, we piloted the improved app in Sahiwal District, Punjab. This strategic selection was informed by the district's position as the leading livestock farming region in Pakistan. The application is now available for download on the Google Play Store, catering to the predominant use of Android-based smartphones among Pakistani users (https://play.google.com/store/...). 

The app has been endorsed by the president of the Zarai Taraqiati Bank Ltd and Deputy Secretary, Live Stock Department, Govt.  of Punjab. 

Zarai Taraqiati Bank Limited (ZTBL) erstwhile Agricultural Development Bank of Pakistan (ADBP) is the premier financial institution geared towards the development of agriculture sector through provision of financial services and technical know how.

Leveraging MIT Solve to Expand Pak Maweshi's Reach

Securing the Solve prize and participating in their program presents a significant opportunity to propel Pak Maweshi to the next stage of its development. Here's how:

• Scaling Impact: The access to additional funding would be instrumental in expanding our reach to a wider swathe of rural farmers across Pakistan, with a particular focus on women. Additionally, the tailored capacity-building workshops would equip our team with the necessary skills and knowledge to effectively manage this growth. 

• Demonstrating Measurable Outcomes: The expertise offered by MIT Solve in impact measurement would be invaluable. By collaborating with their team, we can develop a robust framework to track the app's effectiveness in improving the lives of rural farmers, particularly women. This data will be crucial for securing future funding and demonstrably illustrating the positive social impact of Pak Maweshi.

• Building a Strong Leadership Team: The inclusion of leadership coaching for our team members would be highly beneficial. This would foster the development of the skills necessary to lead Pak Maweshi through its forthcoming growth trajectory. Furthermore, the opportunity to participate in a peer network and support group would provide access to valuable insights and potential collaborations with other purpose-driven organizations.

• Enhancing Visibility and Recognition: The chance to be featured in media outlets and participate in conferences would significantly elevate Pak Maweshi's profile. This would allow us to share our story with a broader audience and attract potential investors who share our vision. 

Maximizing the Value of Solve's Resources

We have already begun strategizing ways to optimize the benefits offered by these exceptional resources:

• Developing a Compelling Grant Proposal: We will craft a clear and concise proposal outlining how the additional funding will be utilized to expand our reach and empower a greater number of rural Pakistani women farmers. Sustainability will be a core emphasis, demonstrating Pak Maweshi's long-term impact.

• Identifying Key Capacity-Building Needs: During the application process, we will meticulously identify the areas where our team requires the most support. Whether it be in marketing or data analysis, these workshops will equip us with the expertise to excel in those areas.

• Establishing a Robust Impact Measurement Framework: In collaboration with MIT Solve's experts, we will define the key metrics to be tracked in order to demonstrably showcase Pak Maweshi's success in empowering rural farmers and improving their livelihoods. Data is paramount, and this will allow us to quantify the real difference we are making.

• Active Engagement with the Network: We plan to actively participate in the peer network and support group. Learning from other organizations, sharing experiences, and exploring potential collaborations will be instrumental in maximizing Pak Maweshi's impact on the lives of rural Pakistani farmers, especially women.

By actively participating in the MIT Solve program, we are confident that Pak Maweshi can evolve into an even more powerful tool for empowering rural Pakistani farmers, particularly women. We are eager to leverage this opportunity to learn, grow, and create a lasting positive impact on countless lives.

Market Gap and Pak Maweshi's Solution

Our market research identified a significant gap in existing veterinary apps serving rural Pakistan. Here's a breakdown of the challenges and how Pak Maweshi addresses them:

Language Barrier leading to lack of access to the market and low economic growth:

• Problem: Existing apps primarily use English, which excludes a large portion of the target audience with limited English proficiency. Urdu literacy is also uneven in these areas.
• Pak Maweshi's Solution: The app utilizes a pictorial interface, Urdu language throughout, and a voice-over function for all options. Users simply tap instructions to hear them in their local language.

Women's Participation (women play a crucial role in the workforce but are unable to contribute to the house hold income or make themselves more economically self sufficient and strong):

• Problem: Current apps haven't employed effective methods to reach women in rural Pakistan, who play a vital role in household animal care but are unable to contribute directly to income.
• Pak Maweshi's Solution: The app acknowledges the need for non-traditional marketing strategies to engage women. This can be done by engaging the elders of society, women groups and organizations. 

Accessibility and User-Friendliness:

• Problem: Existing apps might require data entry for tasks like creating accounts or locating vets, which can be a burden for users with limited literacy or digital experience.
• Pak Maweshi's Solution: Account creation is simplified by using phone numbers instead of email addresses. Geo-mapping finds nearby vets, and Google Maps integration guides farmers without requiring manual data input. The app automatically updates the user's location, eliminating the need for manual entry.

In essence, Pak Maweshi bridges the gap by offering a user-friendly, culturally appropriate app that empowers both men and women in rural Pakistan to effectively care for their animals, create economic prosperity and growth.

Pak Maweshi's Theory of Change: Bridging the Gap in Rural Livestock Market and Veterinary Care

Problem: Rural Pakistani farmers, especially women, lack access to critical veterinary services and market access due to language barriers, limited digital literacy, and existing app designs that exclude them. This hinders animal care, economic opportunity, and overall growth.

Activities:

• User-friendly Interface: The app uses pictures, Urdu language, and voice-over functions, making it easy to navigate even for those with limited literacy.

• Women's Inclusion: Engagement strategies target women through community leaders and women's groups, acknowledging their role in the work force and especially animal care.

• Accessibility Features: Phone number login, automatic location updates, and Google Maps integration eliminate the need for complex data entry.

Immediate Outputs:

• Increased app downloads and usage by rural farmers, particularly women.

• Improved understanding of animal health information through the app's features.

• Easier access to veterinary services through geo-location features.

Longer-Term Outcomes:

• Improved animal health: Better access to veterinary care leads to healthier livestock.

• Increased productivity: Healthy animals translate to higher milk yields, better reproduction rates, and stronger working animals.

• Economic empowerment: Improved market access translates to higher incomes for farmers, particularly women involved in animal care.

• Social Impact: Increased economic prosperity contributes to a stronger rural community.

Evidence Supporting the Links:

1. Studies have shown that pictorial interfaces and local language support in mobile apps significantly increase user adoption in low-literacy settings.

2. Simplifying app features like login and location services is known to improve accessibility for users with limited digital experience. 

• https://www.researchgate.net/publication/234829313_Designing_Mobile_Interfaces_for_Novice_and_Low-Literacy_Users

• https://www.researchgate.net/publication/254004140_Mobile_interface_design_for_low-literacy_populations

• https://moldstud.com/articles/p-the-importance-of-app-localization-and-language-support-for-global-user-audiences-on-android

1. Engaging community leaders and women's groups is a recognized effective strategy for reaching women in rural areas.

• https://www.theigc.org/blogs/gender-equality/women-economic-empowerment-key-pakistans-development#:~:text=Increasing%20women's%20participation%20in%20Pakistan's,literacy%2C%20and%20addressing%20mobility%20challenges.

• https://www.un.org/en/observances/rural-women-day#:~:text=They%20make%20significant%20contributions%20to,disproportionately%20from%20multi%2Ddimensional%20poverty. 

• https://www.unwomen.org/en/what-we-do/economic-empowerment/rural-women#:~:text=Empowering%20them%20is%20key%20not,in%20the%20agricultural%20workforce%20worldwide.

• https://asiapacific.unwomen.org/sites/default/files/Field%20Office%20ESEAsia/Docs/Publications/2018/08/Status-of-the-Rural-Women-in-Pakistan-Report.pdf

1. Improved animal health and market access directly leads to increased productivity and economic benefits for farmers .

• https://www.researchgate.Access to output market by small farmers. The case of Punjab Pakistan

Expected Impact: By addressing the language barrier, illiteracy concerns, and user-friendliness issues, Pak Maweshi empowers rural farmers, especially women, to access markets and veterinary services. This, in turn, leads to healthier animals, increased productivity, economic growth, and a stronger rural community. The app's design choices are based on established best practices and research on reaching these target populations.

Impact Goals and Measurement for Pak Maweshi Solution

Impact Goals:

• Empowerment of rural farmers, particularly women, through improved access to veterinary services and market opportunities.
• Enhanced animal health and productivity for increased income and food security.
• Strengthened rural communities through economic growth and social prosperity.

Measuring Progress:

1. User Engagement and Adoption:

• Indicator: Number of app downloads and active users, disaggregated by gender.
• Target: Increase in app downloads by X% within Y months, with a specific target for female users (e.g., 30% increase in downloads with 20% from women in 6 months).

2. Access to Veterinary Care:

• Indicator: Number of users who utilize the app to locate and contact veterinarians.
• Target: Increase in the number of vet appointments booked through the app by Z% within a set timeframe (e.g., 25% increase in vet appointments booked via app in 3 months).

3. Improved Animal Health:

• Indicator: User surveys or vet reports on perceived improvement in animal health.
• Target: Measurable increase in user-reported animal health outcomes (e.g., reduction in illness episodes by W% based on surveys within a specific timeframe).

4. Economic Empowerment:

• Indicator: User surveys or market data on changes in livestock sales prices and income.
• Target: Increase in average income from livestock sales for app users by a specific percentage within a set timeframe (e.g., 15% increase in average income from animal sales for app users in 12 months).

Additional Considerations:

• Conduct focus group discussions and user feedback surveys to understand user experience and identify areas for improvement.
• Track engagement metrics like time spent on app and specific features used to identify user behavior and areas of high utility.
• Partner with local organizations to gather data on broader community-level impacts like poverty reduction or changes in women's decision-making power.

By monitoring these indicators, Pak Maweshi can assess the effectiveness of the app in achieving its impact goals and make data-driven decisions to optimize its features and outreach strategies for continuous improvement.

Pak Maweshi's core technology likely revolves around a mobile application (app) designed specifically for rural Pakistani farmers. The app itself doesn't require any groundbreaking technological innovation but rather focuses on user-centric design principles to make it accessible for the target audience.

Here's a breakdown of the key functionalities:

• Mobile App: The core solution is a mobile application that can be downloaded on smartphones. This makes it readily available to users in rural areas where internet connectivity might be limited.
• Pictorial Interface: The app uses pictures and icons extensively to minimize reliance on text-based instructions, overcoming language barriers and catering to users with low literacy.
• Urdu Language Support: The app utilizes Urdu, the local language, throughout its interface to ensure users can easily understand the information and instructions.
• Voice-over Function: A text-to-speech feature allows users to hear instructions and information narrated in their local language, further reducing reliance on reading.
• Phone Number Login: The app simplifies account creation by using phone numbers instead of email addresses, which might be less common among rural users.
• Geo-location Features: The app leverages GPS or cell tower data to automatically identify the user's location, eliminating the need for manual address input.
• Google Maps Integration: By integrating with Google Maps, the app can find nearby veterinary service providers without requiring users to enter complex location data.

Overall, Pak Maweshi's technological approach focuses on leveraging well-established mobile app functionalities and existing services like Google Maps to create a user-friendly platform for rural farmers.

Co Founder (Team Lead and Finance Head) : Zarar Haroon

Co Founder (Research and IT Head): Ayaan Waqar

Market Coordinator : Omer Malick

App developers: Team of two, contractual on project development phases.

Consultants: Team at Spark Tank giving financial advice and marketing support.

Part Time Staff: Part time staff of 5 that visit locations, market the app and activate the local communities. 

1 year. The Sparktank incubated our idea in May 2023.

Diversity, Equity, and Inclusion at Pak Maweshi

At Pak Maweshi, we understand that the power of our platform comes from connecting a diverse range of farmers and buyers within Pakistan's livestock industry. While our founding team might be small right now, we're committed to building an inclusive environment that reflects the very communities we serve.

Here's how we're working towards that goal:

Learning and Growing:

• We're actively seeking guidance from Spark Tank's diversity and inclusion resources. This will help us identify potential biases and create a more welcoming space within our team and the Pak Maweshi platform.
• We're looking for workshops and seminars on topics like unconscious bias and inclusive leadership. Equipping ourselves with these tools will ensure we create a fair and equitable platform.

Building a Diverse Team:

• When expanding our team, we'll prioritize outreach to different regions of Pakistan, ensuring representation from the various backgrounds of farmers and buyers using Pak Maweshi.
• We can partner with Spark Tank to connect with student groups focused on agriculture, women in STEM, and rural development. This will help us find talented individuals who understand the diverse needs of our users.
• We'll develop clear and inclusive job descriptions that avoid language biased towards specific educational backgrounds or technical expertise. We want to attract individuals with a passion for agriculture and a drive to make a difference.

Fostering an Inclusive Platform:

• We'll be developing a Community Guidelines document that outlines expectations for respectful and inclusive behavior on the Pak Maweshi platform.
• We'll create clear communication channels within the app itself for users to report any concerns or experiences of bias.
• By showcasing a variety of successful farmers and buyers on the platform, we can celebrate the diversity of the Pakistani agricultural sector and inspire new users from all walks of life.

Long-Term Goals:

• As Pak Maweshi grows, we aspire to have a team that reflects the regional and gender diversity of Pakistan's agricultural industry.
• We aim to implement mentorship programs within the app that specifically support women farmers and young entrepreneurs in rural areas.
• We want to actively contribute to a more inclusive agricultural landscape by partnering with NGOs and government agencies focused on empowering marginalized communities. By sharing our learnings and best practices, we can help bridge the digital divide in rural Pakistan.

Building a truly diverse and inclusive platform takes time and effort. However, at Pak Maweshi, we're committed to making it a core value. We believe that by fostering a team and platform that embraces all backgrounds, we can create a stronger, more equitable, and ultimately more successful future for Pakistan's agricultural sector.

The student incubation Sparktank by Beaconhouse has provided grant to cover the research, phase 1 development and phase 1 marketing of the solution. 

Team Pak Maweshi is currently in talks with Zarai Taraqiati Bank to provide funding for expanding the area of expansion that is currently being focused.

Livestock Department of the Govt. of Punjab is in the final phases of contract finalization that  ensures that Pak Maweshi gets the support and data that will help in penetrating the rural Punjab market and households.