Top Marketing Strategies for PMGDISHA (Pradhan Mantri Gramin Digital Saksharta Abhiyan)

PMGDISHA (Pradhan Mantri Gramin Digital Saksharta Abhiyan) User Persona

Name:

Ramesh Kumar

Age :

28

Gender :

Male

Occupation :

Farmer

Industry :

Agriculture

Education :

High School

Preferred platforms

GOALS

• To learn how to use mobile banking apps for financial transactions, eliminating the need to travel long distances to the nearest bank branch
• To access online agricultural resources and market information to improve crop yields and get better prices for his produce
• To connect with family members living in cities through video calls.

Frustrations

• Difficulty understanding technical jargon and navigating complex mobile app interfaces
• Limited access to reliable internet connectivity in his village
• Lack of trust in online platforms and concerns about data security.

Name:

Sita Devi

Age :

35

Gender :

Female

Occupation :

Housewife

Industry :

Homemaker

Education :

Primary School

Preferred platforms

GOALS

• To be able to communicate with her children who are working in the city using messaging apps
• To learn about government schemes and avail benefits through online portals
• To gain basic digital literacy to assist her children with their online education.

Frustrations

• Fear of technology and lack of confidence in using digital devices
• Language barriers as she is only comfortable with the local language
• Resistance from family members who believe that women should not be involved in technology.

Name:

Vijay Singh

Age :

22

Gender :

Male

Occupation :

Unemployed

Industry :

Job Seeker

Education :

High School

Preferred platforms

GOALS

• To acquire basic computer skills and digital literacy to improve his job prospects
• To search and apply for jobs online, expanding his opportunities beyond the village
• To use social media platforms to connect with potential employers and network with other professionals.

Frustrations

• Lack of awareness about online job portals and the application process
• Limited access to computers and internet facilities in his village
• Competition from digitally skilled individuals from urban areas.

PMGDISHA (Pradhan Mantri Gramin Digital Saksharta Abhiyan) Geographic and Demographic Insights

Geographic Insights: PMGDISHA primarily targets rural India, holding a dominant market share. Neighboring South Asian countries with similar demographics represent smaller potential markets.

Demographic Insights: The target audience consists of predominantly males aged 18-34. There's a significant focus on empowering women with digital skills.

PMGDISHA (Pradhan Mantri Gramin Digital Saksharta Abhiyan) Socio-economic Profile

Household and Income Insights: The program targets users from low-income households, particularly larger families common in rural areas, highlighting the focus on affordability and accessibility.

Educational and Employment Insights: PMGDISHA primarily targets individuals with compulsory or high school education, many of whom are homemakers or unemployed, indicating a focus on basic digital literacy.

PMGDISHA (Pradhan Mantri Gramin Digital Saksharta Abhiyan) Behavioral Insights

Interest-Based Insights: Users show interest in local news, agriculture, entertainment (Bollywood), religious content, job postings, government schemes, and sports (Cricket).

Technology and Social Media Usage: Users primarily access the internet through Android devices, with high usage of YouTube and Facebook. Desktop usage is limited.

PMGDISHA (Pradhan Mantri Gramin Digital Saksharta Abhiyan) Top Competitors