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
Referral & recognition programme
SOPs, audits, SPOC, Salesforce
Three possible reporting structures for discussion — to be finalized based on channel mix and regional scale.
A Senior Promoter designation is not feasible in the current scenario given the scale and structure. Instead, growth and motivation are driven through a Referral Programme and a Recognition Programme that reward performance, engagement, and peer contribution without requiring a formal tier promotion.
Any active promoter can refer candidates. Referrals solve for language fit, regional knowledge, and faster onboarding.
Gamified recognition to drive engagement and retention without formal designation tiers.
Mobile-first, gamified, multilingual. Audio-based scenario quizzes and micro-drama — all on the phone they already carry.
Brand-wise and product-wise knowledge. Pesticide-free vs organic — a single clear differentiator statement. Addressing consumer concerns regarding pricing.
Consumer interaction guidelines and objection handling. Hygiene & attire standards. Timeline adherence for daily tasks and reporting.
SFA application usage — check-in/out, sales logging, stock entry, surveys. Planogram compliance and POSM deployment. 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.
Automated data captured daily through the SFA application.
Assessed through periodic on-ground audits and spot checks.
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 (experienced core)
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.
Inter-org tech alignment (SFA/CRM integration) can be aligned post a conclusive structure has been drafted and NDA is closed.