RFP - Estimation of services required by FPC and SME and their willingness to pay

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About the Organization

Centre for World Solidarity (CWS) is rooted in Gandhian principles and the concept of ‘world solidarity’ as manifested by its work with diverse grass root level communities, partners and nurturing of other self-reliant sister solidarity institutes for contributing to overall wellbeing of society. CWS is continuing its work with and for women and children, dalits, adivasis, minorities and small and marginal farmers as priority groups. Livelihoods, Human Dignity, and People Centered Good Governance are considered as three main thematic areas that contribute to the overall well-being of the marginalized sections of the society.

Bhoomi Ka is Project being implementing by CWS, committed to strengthening sustainable food systems by supporting farmers, Farmer Producer Organizations (FPOs), and value chain actors. Addressing key challenges such as market access, fair pricing, ecological farming, and policy advocacy requires effective campaigns to drive awareness, engagement, and systemic change. To achieve this, Bhoomi Ka seeks to engage a consultant to design and implement impactful campaigns to front issues affecting these stakeholders and build momentum for sustainable food systems.

About the Proposal

Bhoomi Ka – Co-creating Clean, Green, and Fair Food Systems programme is supported by the Federal Ministry for Economic Cooperation and Development (BMZ) and Welthungerhilfe (WHH) and is being implemented by CWS. Bhoomi Ka aims to improve the framework conditions for agro-ecological value chains and food systems. Bhoomi Ka as collaborative network addresses the challenges of ecological smallholder farmers by building their capacities, strengthening value chains, enhancing market access, and fostering Farmer Producer Organisation (FPO). Bhoomi Ka network supports.

Bhoomi Ka network supports over 100 FPOs and 100 ecopreneurs across seven states – Rajasthan, Madhya Pradesh, Jharkhand, West Bengal, Odisha, Punjab, and Uttarakhand – to create a more sustainable and equitable food system. As part of this project, CWS seeks proposals from qualified consultants or organizations to conduct a comprehensive study to understand the demand and willingness to pay by farmers, FPOs, Ecopreneurs and Civil Society Organisations (CSOs) for services including advisory, training, networking and mentoring offered by Bhoomi Ka as one stop solution.

Objective

• To assess the demand and perceived value of Bhoomi Ka’s services including advisory, training, mentoring, and networking among farmers, FPOs, SMEs, and CSOs.
• To evaluate the willingness to pay (WTP) for these services and understand stakeholder preferences for different service delivery and pricing models.
• To generate insights that will inform Bhoomi Ka’s service design, pricing strategy, and sustainability roadmap.

Scope of Work

The selected agency/consultant will be responsible for:

• Stakeholder Mapping & Segmentation- Identify and segment target stakeholders (farmers, FPOs, SMEs, CSOs) across geographies, scale of operations, and sectors engaged with Bhoomi Ka or similar platforms.
• Needs Assessment - Understand stakeholder expectations, pain points, and priority needs related to services such as advisory, training, mentoring, networking, and access to markets or certification.
• Service Awareness & Usage- Assess the current level of awareness, access, and utilization of Bhoomi Ka services among different stakeholder groups.
• Willingness to Pay (WTP) Analysis-Determine the perceived value and willingness to pay for different services offered, including preferences for payment models (subscription-based, pay-per-service, bundled offerings, etc.).
• Comparative Benchmarking- Review similar platforms or service providers in the ecosystem to benchmark offerings, pricing, and value proposition.
• Recommendations- Provide actionable insights and recommendations on service packaging, pricing, communication strategies, and delivery mechanisms to enhance uptake and financial sustainability.

Methodology

• The consultant/agency is expected to propose a detailed methodology that includes:
• Desk Review of existing studies, government reports, and market data.
• Field Visits to selected districts across the three states.
• Key Informant Interviews (KIIs) with farmers, FPOs, input producers, researchers, and government officials.
• Focus Group Discussions (FGDs) with farmer groups and community-based organizations.
• Stakeholder Workshops/Consultations to validate findings and gather feedback.
• Use of quantitative and qualitative tools to analyse the current landscape and identify gaps and opportunities.

Deliverables

• Inception Report
• Questionnaire, methodology to be put as annex of the report.
• Raw data in excel sheet with clean headers & sections.
• Draft Report and Presentation of the Analysis
• Final Report along with actionable recommendation and strategies

Eligibility Criteria

• An advanced degree or equivalent experience in economics, Agriculture, rural markets, rural development or MBA.
• Knowledge/experience on operation of FPO and SME
• At least 8-10 years of experience working on and evaluating development projects.
• Knowledge of the country’s contexts, especially in the states of West Bengal, Jharkhand, Odisha, Uttarakhand, Rajasthan, Madhya Pradesh, Harayana, & Punjab.
• Proficiency in data analysis (both qualitative and quantitative)
• Clear, effective writing skills in in English.

How to Apply

The final proposal to be submitted to tender@cwsorg.in within 15 days from the publication of the advertisement. For any queries call 7548988575 between13:00 hrs to 14:00 hrs. Proposals should include the following:

• Detailed organization/consultant profile, including relevant experience and expertise in similar study, knowledge about Organic Agri/food market.
• Detailed approach and methodology. The methodology section should cover
• Research Design: Describe the overall approach, framework and sampling method of the study
• Data Collection Methods: Specify the techniques and tools for gathering data (e.g., surveys, interviews, experiments).
• Data Analysis Plan: Outline the methods for analysing the collected data (e.g., statistical analysis, thematic analysis).
• Data Collection Instruments : e. g Survey/ questionnaires, interview guides, Focus Group Discussions (FGD) guides, etc.

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