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Case Title:

Intel’s Foray into Rural India

Publication Year : 2006

Authors: Shalu Bindal, Swapna Gopalan

Industry: Engineering, Electrical and Electronics

Region:India

Case Code: MES0040B

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:

In March 2006, Intel, the world’s largest chipmaker and leading computer manufacturer, officially launched an innovative PC platform known as ‘Community PC’, exclusively designed to meet the needs of the people in rural India. For the effective implementation of this community PC program, Intel started another program called ‘Jaagruti’ (Awakening) under which the community PCs were deployed in internet kiosks common in Indian villages with the support of businesses, government, educational institutions, online services and ISP. The ‘community PC’ and ‘Jaagruti’ were part of Intel’s World Ahead Program, an initiative that aimed at enhancing lives by accelerating access to technology for everyone, anywhere in the world. The program also aimed at tapping other emerging markets like China, Brazil, Russia, South America and African countries.

Though Intel was positive, analysts wondered whether, Intel’s strategy of rural penetration through such endeavors would be successful.

Pedagogical Objectives:

  • To help appreciate the role of creativity, both and in terms of product innovation and marketing.

Keywords : Intel; Community PC; World Ahead Program; Market Entry Strategies Case Study; Jaagruti; India; internet; kiosks; Rural; Ethnography; literacy; Village; Language; weather; technology; discover

Contents : 
Intel and theWorld Ahead Program
Aims of Intel’sWorld Ahead Program
Genesis of the ‘Community PC
‘Community PC’ – Suiting Rural India’s Needs
Intel’s Community PC
Low Power Consumption
‘Jaagruti’ (The Awakening)
Rural Inroads – How Far?

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