An integrated system for training, retention, scoring, and customer feedback — giving DeHaat a unified view of deployment effectiveness, store by store.
DeHaat Honest Farms deploys 140 promoters across 15 regions in GT & MT. Promoters drive product placement, stock, sampling, and sales at the shelf — the last touchpoint before purchase.
Build an integrated flywheel covering Training, Performance Scoring, Customer Feedback, Retention & Referrals, and On-Ground Operations — all feeding a unified dashboard that correlates net sales, promoter score, and customer NPS store-by-store.
Five systems that reinforce each other. Improvement in any one amplifies all others.
9-module academy, gamified, multilingual
100-pt composite, mystery shopping, NPS
In-app NPS + physical touchpoint
Tiered model, referral hiring
SOPs, audits, SPOC, Salesforce
A three-tier field structure with clear reporting lines, responsibilities, and promotion criteria.
Consistent attendance
Academy + mystery shop
Manager + SPOC sign-off
Upgraded tier + incentives
Mobile-first, gamified, multilingual. Audio-based scenario quizzes and micro-drama — all on the phone they already carry.
Understanding DeHaat, pesticide-free difference, farm-to-shelf journey. The "why" before the "how."
Product knowledge across all SKUs, LEAF objection method, storytelling at the shelf.
Pricing intelligence, planogram compliance, SFA usage, and digital sales operations.
HeyGen/Synthesia, multilingual
"The Honest Aisle" — 12 episodes
Farmer interviews, lab tours
Quizzes, pocket guide, checklists
Standardized checks at four frequencies — from daily self-logs to quarterly HQ reviews.
Every action measured, every reward earned. Transparent scoring drives the right behaviours.
Internal referrals solve for language fit, regional knowledge, and faster onboarding — the three factors that determine whether a new hire survives past 90 days.
Referrers naturally recommend people who speak the local language and know the area. Eliminates the #1 cause of early exits: cultural mismatch at store level.
Referred candidates get a built-in buddy (the referrer) who trains alongside them informally. Academy completion rates are 30% higher for referred hires in the first 30 days.
The referrer's ₹1,500 retention bonus only pays at 90 days. They're motivated to support, coach, and keep the new hire engaged — a free retention mechanism.
Attrition is not a single problem — it has five root causes, each requiring a different intervention. Here's the system.
Staggered payouts that reward staying, not just joining.
Predictive signals flagged automatically in the dashboard.
Projected attrition reduction within 6 months
Better retention for referral hires vs open-market
Referral 90-day retention rate (benchmark)
Two mechanisms to capture sentiment — even where phones aren't welcome.
3-question survey after a sale. Customer scans QR or promoter shows app. Under 30 seconds.
Counter-top card with smiley faces. Promoter logs response in app at end of shift.
Physical card → Promoter logs → Dashboard
Net sales, promoter score, and customer NPS correlated store-by-store.
Region and tenure-wise distribution across GT & MT.
| Region | <6M | 7-12M | 13-18M | 19-24M | 25-30M | >30M | Total |
|---|---|---|---|---|---|---|---|
| Delhi | 10 | 6 | 3 | 4 | 3 | 7 | 33 |
| UP | 2 | 2 | 1 | 1 | 1 | 8 | 15 |
| Haryana | 8 | 1 | – | – | – | 4 | 13 |
| Maharashtra I | 10 | 3 | – | – | – | – | 13 |
| West Bengal | 1 | 2 | 5 | – | 1 | 2 | 11 |
| Karnataka | 4 | 1 | – | 1 | 1 | 3 | 10 |
| Maharashtra II | 1 | 2 | 2 | 3 | – | 2 | 10 |
| Others (8) | 10 | 9 | 4 | 4 | 2 | 6 | 35 |
| Total | 46 | 26 | 15 | 13 | 8 | 32 | 140 |
<6 months tenure (high risk)
30+ months (SPOC pipeline)
Monthly attrition rate
Promoter training, gamification, and tiered retention programs from India and across the world.
190K micro-entrepreneurs trained via mobile with tiered incentives. Rural Sales Promoters coach Shakti Ammas through product ranges, digital ordering, and sales basics. Covers 100K+ villages across 18 states.
Tiered Model • Mobile TrainingCSRBox Case Study →HUL Society Report →AI-powered microlearning in under 5 mins per shift. Personalized to knowledge gaps, gamified with leaderboards. Kroger's "Fresh Start" programme eliminated formal training events nationwide across 2,700+ stores.
Gamification • AI-AdaptiveKroger + Axonify Launch →Walmart Gamification Study →AI-powered mobile app for seed selection, pest detection via satellite imagery, and market prices in local languages. 2.38M farmers across ~6M hectares. Field agronomist network with performance-linked incentives in 90+ countries.
Agri • Multilingual • AISyngenta Crop Protection →India AI App Report →Village-level Sanchalaks trained as knowledge hubs with internet kiosks. Tiered progression, referral-based trust recruitment leveraging village social structures. 6,100 kiosks, 4M+ farmers across 35K+ villages in 10 states.
Peer Network • Rural ScaleColumbia SIPA Study →ITC e-Choupal Portal →Used by Asian Paints, Bosch, TATA. Delivers training via WhatsApp & Google Chat (no app download). Auto voice-over in 8 Indian languages via LearnBee. 14K+ sessions, 22 modules across 1,200 field staff. 17% lift in premier product mix.
Audio Quizzes • VernacularBsharp Platform →Standardized retail execution training across 200+ countries. Mystery shopping-driven scores with Bronze/Silver/Gold tiered recognition and sales-linked incentives for merchandisers. Consistent global standard, locally adapted.
Mystery Shopping • TieredCoca-Cola People →No app, no login, no email — workers access training via WhatsApp link or QR. AI content creation in 100+ languages. 85% completion rates vs 20-30% for traditional LMS. One manufacturing client saw 40% reduction in safety incidents.
WhatsApp • Zero-Install • AILeap10x Platform →Structured referral incentives: ₹5-10 per qualifying lead, ₹1,500-3,000 for gig placements, ₹5,000-6,000 for manufacturing (with retention milestones). AI chatbot handles end-to-end recruitment. 40K+ blue-collar placements/month.
Referral Hiring • ScaleFounder Thesis Profile →Vahan Platform →Training 1.4 lakh agri and drone entrepreneurs over 5 years via NSDC/ASCI-certified curriculum. Successful trainees set up agri-input retail under DeHaat's dealership model. 11K+ DeHaat Centres, 503 FPOs, 2.2M+ farmers across 12 states.
Agri • Entrepreneur PipelineCSR Universe Report →ERP/CRM-integrated gamification for channel partners — instant points, leaderboards, tiered challenges. 25% rise in retailer participation and 15% sales uplift for FMCG clients. Almonds Ai runs Silver/Gold/Platinum dealer loyalty tiers.
Channel Gamification • FMCGRewardPort Report →Almonds Ai Study →Phased rollout: content first, then scoring, feedback, and the unified dashboard.
Content production for 9 modules. PWA app build. "The Honest Aisle" filming. SOP digitization.
Deploy to Delhi (33 promoters). Iterate on content & UX. Establish scoring baselines.
National rollout (15 regions). Salesforce integration. SPOC activation. Referral program launch.
Unified dashboard. First quarterly review. Tier promotions. Content refresh. ROI assessment.
Framework mapped. Next: app build, content production, and Delhi pilot — trackable from day one.