The race towards #2billionUPI is in full pace and the challenge is to finish off this October 2020 month with 2 Billion UPI transactions. Nothing more, Nothing less.
Any initiative to boost UPI transactions
is welcome.
One such initiative to boost UPI transactions
i.e #OruTeaSollunga caught my eye.
At this moment, this campaign is
restricted to Tamil Nadu. However, tea from local tea vendors is a favourite
across India. Many long-lasting friendships have blossomed over a cup of tea
around the tea vendor shop.
This campaign can be rolled-out
across India with focus on Tier III to Tier VI towns or still smaller towns.
As the initial infrastructure is
already in place, it will not be difficult for a Pan-India rollout.
How # OruTeaSollunga
can boost UPI Transactions?
01) Motivate local tea vendors to
onboard the digital transactions platform
02) Motivate the local tea vendors clients
to pay their tea purchases via UPI only.
03) As the confidence levels increases,
both the tea vendors and their clients will prefer UPI as the payment mode.
·
Extend
this campaign across India, with local hashtags
·
Let
the micro-donations of INR10/- per tea cup flow from across India into the designated
pool account
·
Encourage
local tea-vendors to opt for UPI QR Merchant codes. Design a unique QR display
board
·
Set
a limit of 100 teacups per Merchant per day. Once the 100 teacups limit is
reached, transfer INR100/- or any other amount as decided by the Operations Committee,
to the merchant from the designated pool account.
·
Announce
the daily collection and daily disbursements by 9 am every day
·
Let
the campaign run till 30th June 2021.
·
Stop
the collections from 1st July 2021, and let the disbursements continue
till the funds in the designated pool account become ZERO
·
Highlight
the fastest tea vendors i.e who have reached the set target very early through
dedicated YouTube videos.
Safeguards:
·
KYC
to ensure that the same physical location does not have more than 1 associated
UPI QR Merchant code i.e same merchant obtaining more than 1 QR Codes for the
same physical location.
·
Valid
Transactions are only price of 1 Cup tea or multiples
·
Purchases
towards other items available with the local tea seller are not valid
·
The
vendor should on board the program on trial basis for 30 days and basis the data
collected; velocity levels be set up. This is to minimise fraudulent
transactions.
a) BharatPe banner @ https://oruteasollunga.bharatpe.com/#/
b) Tata Tea Chakra Gold launches
campaign to support tea shops in Tamil Nadu @ https://brandequity.economictimes.indiatimes.com/news/advertising/tata-tea-chakra-gold-launches-campaign-to-support-tea-shops-in-tamil-nadu/75826981
c) Tata Tea’s #OruTeaSollunga campaign
aimed at getting Chai Kadais back to their feet @ https://www.thehindubusinessline.com/companies/tata-teas-oruteasollunga-campaign-aimed-at-getting-chai-kadais-back-to-their-feet/article32819456.ece
d) Executive Summary of Study on
Domestic Consumption of Tea in India @ http://www.teaboard.gov.in/pdf/Executive_Summary_Tea_Consumption_20062018_pdf5940.pdf
e)
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