INTRODUCTION

The Rural Women’s Association (RWMA) is an association of 6 lakhs poor, self- employed
women workers and it was registered as a trade union in year 1972.

RWMA has two main goals

1. To organize women for full employment

2. Make then self-reliant

RWMA have established an apex organization with name of Rural Women’s Haat – RWH for
marketing local produce made by rural producers

RWH markets cereals such as wheat, bajra, salt spices, potato, handloom products, handicraft
and gum.

RWMA members are employed in various sectors as mentioned below which contributes
towards the produce made by these members

1. 65% of RWMA members are employed in agriculture sectors

2. 15% are in handicrafts
3. 5% in salt and 1% in gum

The major concern of RWMA is to find the right distribution channel for products manufactured
by rural producers for which the director of RWMA - Sujata Mahapatra is looking for
alternatives and a sustainable model

Q. Can the distribution network be made “demand driven” with its proposed structural
configuration?

Answer – Yes, the distribution network can be made “demand driven” with its proposed
structural configuration.

In the proposed physical configuration RWMA is looking for setting up transportation system for
transporting the products. Warehouse to store and stock the products and inventory management
to keep track of demand and supply.
The physical distribution center would be directly from production center to the demand center
meaning based on the demands for the products for which orders will be received the products
will be transported from the production center to warehouse (Central Location) where it will be
stored and will then be supplied to demand center from where the orders are supplied.

E.g. For Agricultural products such as wheat, bajara or potato based on demand or orders
received from demand center and the inventory is managed to keep track of items available in
stock.

The orders are then sent directly to Production center to supply the produce. The products are
then transported to warehouse to store and then transported to demand center.

This type of proposed network will be viable so that a regular cash flow can be maintained as the
producers are poor and hence cannot afford a credit based system in which the payment will be
late. The regular cash supply will keep the producer motivated and model will be successful.
This will also ensure a balance is maintained between demand and supply and price will not
fluctuate.