Tag: Anaxee Digital Runners

Why Distributor Empowerment Matters for Non-FMCG Brands | Anaxee’s Go to Market Strategy

Why Distributor Empowerment Matters for Non-FMCG Brands

“The reason behind the success of top FMCG companies in India is their focus on supporting distributors and helping them in generating sales.”

Electronics, automotive spares, cookware, footwear- India’s vast “non-FMCG” universe moves through the same dusty godowns, two-ton Eicher trucks, and corner stores that sell toothpaste. Yet most non-FMCG brands treat distribution as a cost centre, not a growth lever. The result? Patchy presence, lopsided shelf share, month-end fire-sales, and a constant scramble for new channel partners.

This blog digs into:

  1. The structural limits distributors face in non-FMCG sectors

  2. Why “empowerment” beats “management”

  3. How Anaxee Digital Runners converted Prestige’s reach in East Uttar Pradesh from thin lines on a map to a living sales engine

  4. A practical playbook you can lift-and-shift for your own brand

Language is deliberately plain and factual—no corporate fluff, no robotic AI prose.

1. Distributors: The Limits No One Talks About

Most brands hire a C&F agent, appoint one or two district distributors, and move on. Here are the hidden constraints inside that model:

All of this is echoed in the GTM deck: distributors miss uniform monthly sales, full district potential, and expansion to nearby towns/talukas , while juggling competing brands and limited visibility . In short, even the most motivated partner is shackled by structure.

2. Empowerment vs. Management

Traditional “distributor management” = meeting at a dhaba, scolding about targets, dumping more stock. Empowerment flips the lens:

Anaxee condenses empowerment into a three-step GTM engine—Market Mapping, Retailer Profiling, Order Taking. The tech core removes guesswork; the human core (Digital Runners) removes inertia.

3. Case Study- Prestige in Eastern Uttar Pradesh

Before we show dashboards, remember the terrain: 9 districts, mixed Hindi dialects, dense retail clusters around tehsils, and roads that turn to slush in monsoon. Prestige, famous for pressure cookers and small appliances, wanted width and depth—meaning more outlets per district and higher category billing per outlet.

3.1 Market Mapping

-Top five districts alone (Deoria, Gorakhpur, Sultanpur, Jaunpur, Prayagraj) held 2,791 stores—over 35 % of the region’s potential

-2000 shops mapped across East UP in one blitz month

We tagged every outlet’s GPS, class (A/B/C), and appliance categories. The Prestige team saw, often for the first time, a heat-map of “white spaces” in their Excel territory plan.

3.2 Retailer Profiling

Inside each store our runner captured:

-Existing brands (Bajaj, Orient, Greenchef, Prestige)

-Purchase source (wholesale or direct distributor)

Willingness to stock new SKUs

Owner’s mobile + WhatsApp (for order confirmation)

A sample profile from Maharajganj illustrates the depth.

3.3 Order Taking

Using the Anaxee app, runners began structured visits:

-Average 4 visits to convert fence-sitters

-First-order ticket often ₹ 5,000–₹ 25,000 for small appliances

-SKU focus: convert induction-stove sellers to add mixers & grinders, widening catalogue penetration

By month three, previously “silent” districts like Gonda and Chandauli started reporting predictable lift.

3.4 What Changed for Distributors

  1. Uniform Demand Curves – Weekly app-orders created stock visibility, smoothing peaks and troughs.

  2. New Retail Footprint – Distributors delivered to outlets that had never asked for Prestige.

  3. Less Cashflow Stress – Data on retailer credit cycles let them stagger invoicing.

  4. Competitive Moat – Shelf presence rose; rivals faced higher switch cost to dislodge Prestige.

4. The Anaxee Toolbox for Distributor Empowerment

In plainer words: we give distributors data dashboards, trained field runners, and ready-to-ship orders– a cocktail that even the best FMCG majors took decades to perfect.

5. Building Your Own Empowerment Programme- A Step-by-Step Template

  1. Audit Current Reach
    Take a pen and list every taluka where your sales are <50 % of state average. Those are your phase-one zones.

  2. Adopt Market Mapping
    Shoot for 100 % shop census, not sample studies. A half map is an uncharted jungle.

  3. Profile Retailers Meticulously
    Capture owner phone, categories, shelf metre length, and willingness score (0–5).

  4. Create a Runner Cadre
    Whether you partner with Anaxee or DIY, you need local language field reps armed with a phone, not a brochure.

  5. Design Order-taking Cadence
    Four visits convert most non-brand retailers; log each visit reason and next action.

  6. Share Data in Real-time
    Transparency is the carrot for distributors; let them see pending orders and ageing stock daily.

  7. Layer Promotions After Baseline Sales
    Once width is fixed, run depth offers—mixers with induction stoves, helmets with bikes, etc.

6. Frequently Asked Questions

Q. “My distributors fear losing control if I bring an external team.”
In UP, 90 % of distributors warmed up once they saw pre-paid retailer orders queued in the app.

Q. “Isn’t this expensive?”
It Depends on the Shops, but repeat order recovers that.

Q. “Will retailers talk to a runner they don’t know?”
Anaxee runners are local—often a friend of the retailer’s nephew. Adoption is faster than out-of-town SOs.

7. Key Takeaways

-Distributors are growth partners, not just intermediaries.

-Empowerment needs data + local human touch + repeatable process.

-Prestige’s story proves that even crowded categories can carve new share with a field-first, tech-backed model.

-The earlier you map, profile, and enable, the cheaper your category conquest becomes.

Conclusion & Call-to-Action

The highways of non-FMCG commerce are still dominated by independiente distributors who juggle multiple brands and razor-thin margins. When you give them visibility, velocity, and validation, they return the favour with loyalty and volume.

Ready to turn your distributor chain into a growth engine? Talk to Anaxee at sales@anaxee-wp-aug25-wordpress.dock.anaxee.com

About Anaxee:

Anaxee is India’s Reach Engine- building the country’s largest last-mile outreach network of 100,000 Digital Runners (shared, tech-enabled feet-on-street). We enable brands, corporates, and agri-focused companies to break distribution barriers and scale their presence into rural and semi-urban India, covering 26 states, 540+ districts, and 11,000+ pin codes. Our technology-driven GTM solutions deliver on-ground activations, customer acquisition, lead generation, and project execution at unmatched speed and scale- while ensuring complete visibility and control over last-mile operations.

Alongside commercial execution, Anaxee also leads large-scale Climate and Carbon Credit projects nationwide. We provide the tech and field infrastructure to implement and monitor Nature-Based Solutions (NbS) and community projects like agroforestry, regenerative agriculture, and clean energy interventions, bringing transparency and verifiable impact to global carbon markets.

Want to scale your business or explore GTM partnerships?
Contact us: sales@anaxee-wp-aug25-wordpress.dock.anaxee.com

Anaxee's Field team in Indian Market

Inside Anaxee’s Climate Command Centre: How We Execute Carbon Projects at Scale with Precision

Anaxee’s Climate Command Centre: Carbon Projects with Precision and Scale

When most people think about carbon credit projects, they imagine forests being planted or cookstoves being distributed. But what they often overlook is the backend engine- the systems, people, and technology that make sure these projects are done correctly, at scale, and with trust. That engine, at Anaxee, is called the Climate Command Centre.

Let’s take you inside.

Dashborad on Wall, Anaxee's Climate Command Centre

What is the Climate Command Centre?

Anaxee’s Climate Command Centre is a centralised project management hub built to monitor and execute climate projects across thousands of locations in India. From tribal villages in Odisha to farming belts in Maharashtra, our Climate Command Centre operates like a control tower. It coordinates a workforce of 100,000+ Digital Runners, backed by a dedicated team of 125+ employees stationed at our headquarters.

While our Digital Runners collect ground-level data and engage with communities, our internal team reviews, guides, and manages the end-to-end lifecycle of each project.

We handle:

-Project planning & deployment

-Real-time monitoring of ground activity

-Continuous training

-Quality checks

-Data validations

-Beneficiary onboarding

-Dashboards and Reporting

Let’s break down how it all works.

Our Secret Weapon: 125+ Team Members Coordinating Every Step

Office Staff Sitting/working in office for Carbon Climate Project

Executing a carbon project isn’t just about planting trees or delivering clean cookstoves. It’s about ensuring that every tree is planted at the right depth, every stove reaches a genuine beneficiary, and every piece of data is auditable. That level of precision is possible because of our dedicated 125+ team members, each assigned to specific processes.

Their work includes:

-Tracking Digital Runner activity in real-time

-Monitoring data uploads and location tagging

-Assigning and reassigning tasks based on data gaps

-Resolving field-level issues instantly

-Flagging quality issues for correction

Example: Agroforestry Monitoring

In agroforestry, Digital Runners geo-tag tree pits, click pre- and post-plantation photos, and record species-level data. Our internal team validates if the pits meet depth requirements (e.g., 1x1x1 ft), reviews timestamped photos, and ensures sapling count matches the project design. If any issue arises, immediate feedback is sent to the Runner with corrective instructions.

This is project management at the micro level, scaled up across 5000+ villages.

Localized Power: Why Digital Runners Are Key

Four Anaxee Digital Runners in branded vests walk down busy market street to map retailers

Instead of parachuting people into rural areas, we hire Digital Runners from their own localities. This gives us several advantages:

-Trust: Locals are more welcomed by the community.

-Familiarity: They know local dialects, routes, and dynamics.

-Accountability: They stay in the same region and can be traced.

Digital Runners aren’t just data collectors. They are:

-Trained field agents

-Project ambassadors

-Beneficiary verifiers

We combine this local trust with robust backend support.

Training That Actually Works: From Zoom to Field

Before any Runner is activated, they go through a structured training program that includes:

-Video modules in regional languages

-Live Zoom sessions for Q&A

-On-ground field demos with supervisors

-Interactive quizzes to verify learning

Why Training Matters

Dashboard view of Different Climate Project Training for Digital Runners |Anaxee Digital Runners Training Portal

In an Agroforestry project, if a sapling is planted incorrectly (e.g., shallow pits, incorrect spacing), it could die within months—invalidating future carbon credits. Training ensures:

-Accurate spacing and layout of plantations

-Correct species mapping

-Understanding of the project’s climate goal

We don’t assume knowledge. We train for it, test for it, and track it.

Our Digital Stack: Real-Time, Transparent, Traceable

Technology is the backbone of our project management. We’ve built a full-stack system that includes:

1. Anaxee Partner App
Anaxee's Digital Runner holding mobile phone on his hand, taking data of retailer for a Non FMCG project.

Used by Digital Runners to:

-Get assigned tasks

-Upload GPS-tagged images

-Fill in project forms

-Record feedback from the ground

2. Training Portal

-Video content

-PDF manuals

-Language-specific quizzes

-Score tracking for certification

3. dMRV Platform

 

Tech For Climate, dMRV tool

-Real-time tracking of Runner activities

-Quality control triggers

-Data analytics for trends

-Integration-ready with Verra, Gold Standard protocols

This is Digital MRV (Measurement, Reporting, and Verification) in action.

How We Do Quality Check of Data

Every image, every GPS point, and every form is checked and validated.

Here’s how:

-Images are auto-checked for time, location, clarity

-GPS points are verified using backend maps

-Forms are run through logic rules (e.g., sapling count vs. land size)

-Duplicate entries flagged

If a data point fails any check, a feedback loop is triggered, and the Runner is notified instantly.

Example: Clean Cooking Project

For clean cookstove distribution:

-Digital Runners collect beneficiary info, stove images, and usage confirmation

-Our backend team filters for low-income families using demographic indicators

-Only eligible households are onboarded

-Follow-up calls validate usage

Beneficiary Selection: No Guesswork

We have set processes to identify and validate beneficiaries. For example:

In Improved Cookstove Projects:

-Runners first survey the household

-Mobile app captures cooking method, wood usage, and household size

-Data runs through filters (e.g., LPG vs. firewood users)

-Only wood-using households below income threshold are approved

This ensures high additionality and methodological integrity.

Dashboards That Tell the Truth

Every stakeholder, from project developers to auditors, wants visibility. We provide it through:

-Real-time dashboards for plantation progress

-Maps showing exact geo-coordinates of beneficiaries

-Status trackers for sapling survival, device usage

-Weekly reports downloadable in CSV or PDF

It’s transparency by design, not just as a reporting requirement.

Human + Digital: Our Hybrid Model

What sets Anaxee apart is this hybrid model:

-Humans on ground: For empathy, trust, adaptability

-Tech on cloud: For scalability, accuracy, auditability

This balance allows us to:

-Scale fast without losing quality

-Pivot quickly when field realities shift

-Maintain end-to-end control

We Don’t Just Run Projects. We Command Them.

Calling it a “Climate Command Centre” isn’t just branding. It’s an operational reality.

Whether we’re planting 10 lakh trees, distributing 1 lakh stoves, or mapping 50,000 acres of land, every step is managed, measured, and improved in real time.

And behind it all is a team that cares, tools that work, and a vision that scales.

Why This Matters

Carbon markets are shifting toward high-integrity, high-auditability projects. Gone are the days when a generic CSR report would suffice. Today, every credit must be backed by:

-Verified data

-Transparent processes

-Community co-benefits

Anaxee is ready. And the Climate Command Centre is where it all comes together.

Interested in Partnering with Us?

If you’re a project developer, carbon registry, CSR leader, or climate investor—reach out. See how Anaxee’s Climate Command Centre can become your execution backbone in India. Connect with us at sales@anaxee-wp-aug25-wordpress.dock.anaxee.com

Anaxee representative capturing mobile data in a dense eucalyptus plantation, reflecting biodiversity and ecosystem restoration efforts aligned with nature-based carbon solutions.

 

Corporate Leadership Convening on India’s Carbon Market: Key Mumbai Takeaways & What They Mean for Anaxee

Corporate Leadership Convening on the Indian Carbon Market: Mumbai Reflections & Anaxee’s Way Forward

When the Environmental Defense Fund (EDF) and Mahindra Group invited corporate leaders to Mumbai for a half‑day deep‑dive on India’s nascent Carbon Credit Trading Scheme (CCTS), we booked our tickets immediately. India’s carbon market architecture is being finalized right now; decisions made in 2025 will hard‑wire opportunity—or friction—into every project we run for the next decade. As a last‑mile execution partner that brings data fidelity to rural carbon projects, Anaxee needed to be in the room.

The Corporate Leadership Convening: Opportunities & Strategies for Corporates in the Indian Carbon Market promised three things we care about:

  1. Clarity on the rule‑book – How will the Indian Carbon Market (ICM) balance compliance and offset mechanisms?

  2. Signals on pricing & competitiveness – What carbon‑price range are Indian CFOs running in their scenarios?

  3. A reality check from peers – What’s keeping large emitters up at night, and where do they see openings for technology partners?

The agenda packed these promises into two high‑intensity hours, followed by an equally high‑intensity networking lunch.

2. Scene‑Setter: India’s Carbon Market Moment

India has declared its ambition to be the first major economy to industrialise without carbonising. Lofty? Yes. Impossible? No—if the incentives line up. The CCTS is the incentive engine. Nine high‑emitting sectors will face intensity targets under Phase I. That means every tonne we help save through credible NbS or tech‑based projects could soon have a domestic buyer mandated to retire it.

But the stakes run deeper:

-$7‑12 trillion in green investment by 2050 (3‑6 % of projected GDP) is on the line.

-Compliance credits will co‑exist with voluntary credits. The quality bar cannot afford to drop or the entire market will stall.

-Indian corporates must not just comply; they must stay competitive against peers operating in older, more liquid markets such as the EU ETS.

3. Decoding the Programme

Below is how the morning unfolded (our shorthand notes next to each slot):

(Agenda verbatim lines sourced from event brief.)

4. Five Things We Learned (and What We’ll Do About Them)

  1. Carbon price discovery will be messy. Early ICM auctions may clear below ₹800 / tCO₂e. That’s not enough to unlock agroforestry at scale, so we must keep bringing costs down through tech‑enabled, census‑based monitoring rather than waiting for price spikes.

  2. Data is the new collateral. EDF speakers hammered home that auditors and financiers now treat verifiable data streams as risk mitigants. Anaxee’s runner‑network already captures plot‑level imagery and metadata; next step is integrating MRV dashboards directly with broker platforms.

  3. Article 6 alignment is non‑negotiable. Even if initial CCTS phases stay domestic, exporters in steel and cement fear CBAM‑type border adjustments. Projects with dual eligibility (ICM + Article 6) will command a premium. Our SOP designs will therefore over‑comply with IC‑VCM Core Carbon Principles from day one.

  4. Legal clarity is two steps behind market momentum. Ownership questions—especially when credits derive from distributed smallholders—remain unresolved. We’re drafting farmer consent templates that anticipate future jurisprudence rather than react to it.

  5. Corporate treasuries are ready, but sceptical. Cash is waiting on the sidelines; the bottleneck is confidence in supply integrity. That’s precisely the credibility gap dMRV platforms like ours can plug.

5. Deep Dive: Session Highlights

5.1 Opening by Ankit Todi

Ankit’s blunt opener—“If we design a weak market, no one wins”—set the day’s no‑nonsense tone. He argued that sustainability teams must speak CFO language: risk‑adjusted IRR, not just tonnes avoided. We couldn’t agree more, but we’d add that CFOs also need field reality checks: many rural mitigation projects carry social licence risks that spreadsheets miss.

5.2 István Bart — Compliance vs Voluntary

István dissected how ETS pilots in Vietnam and Indonesia borrow best practices from EU ETS, yet still struggle with MRV. Key graph: EU ETS allowance volatility vs average monitoring cost per tonne. Our takeaway: Indian policymakers must budget for MRV capacity‑building, otherwise verification bottlenecks will choke supply.

5.3 Pedro Barata — Strategy Lessons

Pedro’s slides on “carbon as competitive lever” resonated. Companies that internalised a shadow price early (Ørsted, Microsoft) now book lower long‑term capital costs. For Anaxee, the signal is clear: we should pitch carbon‑resilient supply chains, not just credits.

5.4 Darcy Jones — Corporate Responses

Darcy showed that firms incorporating carbon costs into capex decisions outperformed peers by 4‑6 % EBITDA over five years. But she warned of “green‑hush,” the backlash when claims outrun evidence. Our field‑photo verification protocol addresses exactly that credibility gap.

5.5 Parthsarathi Jha — Legal Grey Zones

Parthsarathi listed three unresolved issues: (i) whether carbon credits count as “securities”; (ii) GST applicability on forward trades; (iii) double‑taxation risk across state lines. Until rulings arrive, contracts must bake in flexibility for tax treatment changes—something we’re now revisiting in all new PPAs.

6. Anaxee’s Action Plan Post‑Mumbai

7. Critical Reflections

  1. Too Many Polite Questions. Q&A barely scratched scope‑3 integration or small‑cap access to offset finance. Future convenings must bring suppliers and MSMEs into the room.

  2. Article 6 Elephant in the Hall. While everyone name‑checked the Paris Agreement, concrete guidance on corresponding adjustments was thin. Indian authorities must clarify double‑claiming rules before investors step in.

  3. MRV Talent Shortage. Several attendees admitted they can’t find auditors familiar with both ISO 14064 and domestic forestry protocols. This is a training gap we’re keen to fill via our Climate Training Academy.

8. Where Do We Go from Here?

India is late to the carbon‑market party but carries size advantage. If we get integrity right, ICM credits could set a new benchmark. If we don’t, we risk an oversupply of low‑trust units mirroring the boom‑and‑bust of early CERs.

For Anaxee, the path is clear:

-Double‑down on transparency tech that slashes MRV cost per hectare.

-Bridge boardroom‑to‑farm with bilingual dashboards that translate carbon jargon into farmer income projections.

-Push for policy clarity by sharing our field data with BEE and EDF to inform baseline and leakage factors.

Walking out of Mahindra Towers, the message was clear: the window to build a credible Indian carbon market is open, but it will not stay open for long. Anaxee is positioning to keep that window propped open—through data‑driven transparency, farmer‑first project design, and relentless focus on integrity.

We’re ready to partner with corporates who see carbon not as a compliance headache but as a strategic lever. Let’s get this right—while the carbon price is still in rupees, not regret.

Have feedback or want to explore a pilot? Reach out to us at sales@anaxee-wp-aug25-wordpress.dock.anaxee.com.

End‑to‑End Go‑To‑Market Strategy in India: How Anaxee Delivers 100 % Market Coverage with Digital Runners

The Definitive GTM Playbook for India

Four-panel visual of Local Intelligence, Digital Runners, Data Collection and KPI Dashboard

1. Why India Needs a Different Kind of GTM

Ask any sales head what keeps them up at night and you’ll hear the same pain points: fragmented retail, unpredictable distributor commitment and glaring coverage gaps between urban, tier‑3 and rural outlets. India has 15 million retail shops but fewer than a million are fully serviced by organized distribution. Traditional “appoint‑a‑dealer‐and‑pray” tactics no longer cut it.

Core problem: brands run blind. They don’t know how many relevant outlets actually exist or why a supposedly active territory is selling only half its potential. Without data, there is no precision.

Anaxee’s answer is a ground‑truth‑first model built on three sequential levers—Market Mapping → Retailer Profiling (KYR) → Order Taking—executed by a pan‑India on‑demand workforce called Digital Runners.

Three-tier funnel showing Market Mapping, Retailer Profiling and Order Taking in teal-orange palette

2. The Three‑Lever Framework Explained

Only when all three layers stack do brands unlock predictable growth.

3. Lever 1 – Market Mapping: Turning the Lights On

Imagine entering a dark warehouse with a torch. Mapping is that torch:

  1. Define universe – agree SKU families and retail formats (kiranas, chemists, agri‑input, hardware…).

  2. Deploy Digital Runners – each Runner carries an app that geo‑tags the shop front, captures frontage photo and auto‑transcribes address.

  3. Classify – AI inside the app labels store type and potential A/B/C class so territory managers can sequence focus.

Case Snapshot: In Eastern Uttar Pradesh, a durables brand believed it had “covered” Gorakhpur. Mapping showed only 140 of 404 relevant outlets carried even one SKU. Within six weeks of visibility the gap halved.

Why CFOs care: mapping costs < ₹15 per outlet, yet prevents crores in wasted trade schemes sprayed at the wrong retailers.

4. Lever 2 – Retailer Profiling: Knowing Every Shop’s DNA

With universe locked, Runners revisit each outlet to run a KYR form that asks:

-Current brands and SKUs

-Buying source & credit days

-Monthly offtake volume

-Service pain‑points

-Owner’s brand affinity score (a simple 1–5 star slider)

Data flows real‑time to a dashboard that slices opportunity by SKU gap, distributor influence and credit risk.

Patterns jump out:

-22 % of hardware stores stocked the client’s competitor only because of 15‑day faster service.

-40 % of C‑class rural outlets could up‑trade if small packs were introduced.

These are fact‑based triggers for marketing, finance and product teams.

5. Lever 3 – Order Taking: From Insight to Cash

Anaxee GO to Market Workflow, Digital runner Mapping, Profiling, Taking Orders, digital proofing, and repeating the cycle

Profiling converts to revenue only when every rep visit ends with a digital order.

How it works

  1. Runner opens the shop’s profile; app auto‑suggests missing SKUs.

  2. Owner confirms quantities; digital signature locks order.

  3. System pushes PO to assigned distributor; both brand and Runner track fulfilment.

  4. Runner collects feedback on next visit → closed‑loop learning.

One Gorakhpur outlet said “maybe later” three times. The fourth visit—armed with KYR intel on credit pain‑points—landed a ₹5 000 trial order, doubled to ₹10 000 within 30 days.

On‑demand model: Runners are paid per productive visit, so brands avoid heavy fixed FOS payroll yet get the rigour of daily call‑cycles.

6. Technology Spine

-GPS + time stamps – eliminates fake visits.

-Photo proof – verifies merchandising execution.

-AI audit – flags blurry photos, wrong SKU display.

-API hooks – integrate with SAP, Dynamics or any ERP so existing dashboards light up automatically.

-Distributor portal – mini‑CRM for smaller partners who lack sophisticated systems.

7. Phased Roll‑Out for Rapid ROI

Teal timeline with Phase 1 Pilot, Phase 2 Expansion and Phase 3 Full-Scale Deployment markers

A phased map avoids budget dilution and creates motivational success stories for the field force.

8. KPIs That Actually Matter

  1. Coverage Ratio – outlets buying ≥1 SKU ÷ total mapped outlets (target 70 % in 12 months).

  2. SKU Depth – average SKUs per outlet (target 4+ in durables; 6+ in FMCG).

  3. Average Order Value (AOV) – ₹/order via app; measure MoM lift.

  4. Distributor Fulfilment Lead Time – ≤72 h for 95 % of orders.

  5. Cost per Activated Outlet – total spend ÷ first‑order outlets; benchmark against trade‑scheme burn.

Dashboards refresh every 24 hours, preventing end‑quarter shocks.

9. Building a Distributor‑First Culture

Brands often fear tech will alienate channel partners. Anaxee flips that:

-Lead Generation – all mapped outlets funnel to nearest distributor.

-Demand Predictability – app orders level out the month so trucks run full week two, not just month‑end.

-Credit Control – KYR data warns of risky outlets, helping distributors reduce bad debt.

When distributors realise the system drives incremental sales (not bypass), adoption soars.

10. Common Pitfalls & Pro Tips

11. Beyond Sales: How Brands Re‑Use the Data

-Marketing ROI – map helps geo‑target billboards within 1 km of high‑potential clusters.

-New Product Launch – KYR flags unmet needs—e.g., battery brand launched solar‑inverter combo after 38 % retailers requested it.

-Supply Chain – aggregated orders guide warehouse location planning.

-Finance – outlet‑level cash‑cycle insight sharpens credit policies.

Data gathered once continues to pay dividends quarter after quarter.

12. Real‑World Outcomes

13. Implementation Roadmap (First 90 Days)

14. Why the Digital Runner Model Wins

-Elastic Field Force – scale up or down by district without hiring freezes or layoffs.

-Uniform Execution Quality – one training module, one app; data audits police compliance.

-Cost Advantage – pay‑per‑productive‑visit model keeps CAC predictable.

-National Footprint – 11 000+ pincodes already covered, so expansion is weeks not months.

In essence, Runners bring the granularity of a company salesman with the flexibility of gig economics.

15. Frequently Asked Questions

Q1. Is this only for non‑FMCG?
No. FMCG giants use mapping too, but Anaxee’s model shines where traditional pull is weak—durables, agri‑inputs, fintech, pharma OTC and even EV charging networks.

Q2. What if my distributor refuses tech?
Distributors get free dashboards, lead allocation and faster sell‑out. Adoption rates exceed 90 % once they see incremental orders.

Q3. How many visits do Runners make before an outlet activates?
Average is 2.7 touches. High‑ticket durables take 3‑4; FMCG impulse SKUs convert in 1‑2.

Q4. Can I integrate my SAP?
Yes—REST APIs push orders and retailer IDs straight into any ERP or DMS.

Q5. Do I lose control of my brand?
No. You set price, credit and promo rules; Runners follow SOP scripted in the app.

16. Call to Action

Ready to plug predictable growth into your distribution? Book a 30‑minute demo to see live dashboards for your top target districts and calculate your potential Cost per Activated Outlet before you spend a rupee.
Connect with Anaxee at sales@anaxee-wp-aug25-wordpress.dock.anaxee.com

Four Anaxee Digital Runners in branded vests walk down busy market street to map retailers

 

Best dMRV Partner in India for Nature‑Based Carbon Projects – Why Anaxee Digital Runners Leads the Way

If you need a partner who can measure, report and verify (MRV) your nature‑based carbon project without long delays, high cost or tricky paperwork, this guide is for you. In plain words we show why Anaxee Digital Runners is rated by many developers as the best dMRV partner in India and how its Tech for Climate tools work on the ground.

1. Why Good MRV Matters for Nature‑Based Projects

Nature‑based carbon projects like tree planting, mangrove fixing or clean cook‑stoves work in real villages, forests and coasts. They give jobs, better air and more water safety. But buyers want proof. They ask “How much CO₂ did you really remove?” If the answer is slow or unsure, they walk away.

Good MRV means:

-Trust – credits sell faster and at better price.

-Speed – payments reach villages earlier.

-Scale – small farmers can join big programs.

In short, MRV is the backbone of every climate project. Without it, even the best idea cannot grow.

2. From MRV to dMRV – What Changed?

Split infographic comparing high costs, slow processes and manual data of old MRV with lower costs, faster workflows and digital data from Anaxee dMRV.

 

Old MRV used clipboards. A surveyor came once a year, measured a few trees and wrote notes. Now we have digital MRV (dMRV). We mix satellite images, sensors and mobile apps. Data comes in almost real time, stored in the cloud, and sent to auditors by one click.

Key parts of dMRV:

  1. Measure – satellites see tree cover; IoT meters watch stove use.
  2. Report – dashboards collect the data; reports auto‑fill in right format.
  3. Verify – records sit on safe ledgers so no one can change them later.

Because of this, many registries like Verra and Gold Standard now welcome digital flows. They know it cuts error and cost.

3. Big Pain Points With Old‑Style MRV

Pain What it means in real life
High Cost
A small 500 ha project pays up to ₹45 lakh in five years just for field checks.
Long Wait Credits often take 12‑18 months to issue. Cash flow dies.
Random Error
A few sample plots stand for the whole site. One missed tree can swing numbers.
No Local Jobs Outsider survey teams fly in and out. Villagers stay out of loop.

Developers told us these pains many times. They asked for a simple, fair and fast way. That’s why Anaxee built its Tech for Climate tools.

4. How Anaxee Solves These Pain Points

Anaxee Digital Runners started in 2016 doing doorstep KYC for banks. The team saw that the same network can also collect climate data. In 2021 they launched a full dMRV service.

4.1 Local Data Heroes

Anaxee has 40,000 trained “Digital Runners.” They live in 120,000 villages. They use a simple app to send geo‑tagged photos, tree girth numbers or stove meter IDs. No travel flights needed. Cost drops.

4.2 Smart Tech, Simple App

-Satellites – daily Sentinel‑2 feeds spot land change.

-Drones – sharp pictures for baseline mapping.

-IoT Sensors – LoRa or GSM based. Runners install and maintain them.

-Cloud Dashboard – you log in, see live map, export reports.

4.3 Audit‑Ready Ledger

Every photo, pixel and sensor ping is hashed on Hyperledger Fabric. Auditors can check any time. This builds trust with buyers.

4.4 Community Income

Each Runner earns ₹30‑₹50 per task. A 2,000 ha tree project can create 5,000+ paid tasks per year. Climate cash stays in the village.

5. Inside Anaxee’s Tech for Climate Stack

Flowchart showing the five-step Anaxee Tech for Climate stack: Satellite Feeds → IoT Sensors → Runner Data → Blockchain Ledger → Live Dashboard on a teal background.
Layer Tool Simple Benefit
Eyes in Sky Sentinel‑2, PlanetScope See tree cover weekly.
Eyes on Ground Runners + drones Confirm small changes quickly.
Smart Sensors Soil moisture, cook‑stove meters, water level loggers Get real numbers, not guesses.
Brain AI models (tree species, leakage alerts) Less manual math, fewer errors.
Memory Hyperledger + IPFS Data cannot be changed after upload.
Window Web dashboard & mobile app Anyone can view, export, or share proof.

Note – You don’t need to understand all tech. Anaxee team sets it up. You focus on planting trees or saving coasts.

6. Real Stories From the Field

6.1 Farmer‑Led Agroforestry, Chhattisgarh

-Area: 3,400 ha across 62 villages.

-Trees: Teak, mango, bamboo.

-Result: Verification cost fell from ₹600/ha/year to ₹160. Credits issued in nine months, not sixteen.

6.2 Tribal Clean Cook‑Stoves, Madhya Pradesh

-Homes: 28,000. Sensors track LPG use.

-CO₂ Saved: 46,000 tCO₂e each year.

-Local Impact: Runner tasks give ₹47 lakh extra income to youth per year.

6.3 Mangrove Revival, Odisha Coast

-Area: 1,900 ha degraded zone.

-Tech: SAR radar spots young mangrove regrowth even in clouds.

-Outcome: First batch 22,500 credits sold at USD 11/tCO₂e within 11 months.

Developers say the key was fast, clear proof that buyers could trust.

7. Cost & Time Comparison

Step Old MRV (avg) Anaxee dMRV
Baseline survey 6‑8 weeks 10 days
Monitoring visits/year 2 Live 24/7 feed + 1 visit
Report drafting 3 weeks Auto in 3 days
Verifier review 90 days 30 days
Total cost 5 year ₹45–50 lakh ₹14–18 lakh

That is a saving of up to 65 % and time cut almost by half.

8. Frequently Asked Questions

Q1. Can Anaxee work outside India?
Yes. Pilot teams run in Kenya and Brazil. Core tech is same.

Q2. How do I plug my own sensor brand?
Anaxee supports open MQTT/HTTP. Your vendor just shares the token.

Q3. Is the data private?
Yes. Personal info is hashed. Only project totals show to buyers.

Q4. What registry can I use?
Verra, Gold Standard, EcoRegistry and more. Reports follow their CSV/JSON spec.

Q5. Do I need to train the Runners?
No. Anaxee trains them with local videos and tests.

9. Next Steps to Start With Anaxee

  1. Book a free call – email sales@anaxee-wp-aug25-wordpress.dock.anaxee.com
  2. Share project map – send shapefile or KML. Team gives quick cost and time plan.
  3. Kick‑off visit – local manager meets farmers, installs first sensors.
  4. See data live – within two weeks you can log in and watch your forest grow.

No long lock‑in. Pay as you verify.

10. Final Words

Picking the right dMRV partner is like picking a heart for your project. It must beat non‑stop, stay honest and cost little. Anaxee Digital Runners does that for hundreds of nature‑based projects across India. With a mix of Tech for Climate tools and a huge village network, they make carbon proof simple, fast and fair.

So next time you search DMRV in India or best dMRV partner, remember this name – Anaxee. Your trees, stoves and mangroves will thank you, and so will the planet.

About Anaxee:

Anaxee is India’s Reach Engine! we are building India’s largest last-mile outreach network of 100,000 Digital Runners (shared feet-on-street, tech-enabled) to help Businesses and Social Organizations scale to rural and semi-urban India, We operate in 26 states, 540+ districts, and 11,000+ pin codes in India.
We Help in last-mile execution of projects for (1) Corporates, (2) Agri-focused companies, (3) Climate, and (4) Social organizations. Using technology and people on-the-ground (our Digital Runners), we help in scale and execute projects across 100s of cities and bring 100% transparency in groundwork. We also work in the Tech for Climate domain, providing technology for the execution and monitoring of Nature-Based (NbS) and Community projects. Our technology & processes bring transparency and integrity into carbon projects across various methodologies (Agroforestry, Regen Agriculture, Solar devices, Improved Cookstoves, Water filters, LED lamps, etc.) worldwide.

For More info or query, Connect with sales@anaxee-wp-aug25-wordpress.dock.anaxee.com

Anaxee representative capturing mobile data in a dense eucalyptus plantation, reflecting biodiversity and ecosystem restoration efforts aligned with nature-based carbon solutions.

 

Building Trust at Scale: Anaxee’s Digital MRV Playbook for High-Integrity Carbon Credits

Carbon markets face a credibility crunch. Manual MRV is slow, costly and prone to error. Digital MRV (dMRV) promises transparent, near‑real‑time proof of impact—yet many solutions lack on‑ground validation at scale. Anaxee Digital Runners bridges this gap with a 40,000‑member field force synced to an AI‑driven data cloud, slashing verification costs by up to 70 % while empowering smallholders across 120,000 Indian villages.

 

1  The Trust Deficit in Carbon Markets

By 2025 the voluntary carbon market (VCM) surpassed USD 2.1 billion in annual value. Yet credibility lags. A 2024 Guardian investigation found that nearly 30 % of issued credits showed overstated impact or dubious baselines. Corporations—fearful of greenwashing headlines—now demand bulletproof data trails.

Traditional MRV, built on sporadic field visits and manual paperwork, simply cannot meet today’s expectations for timeliness, granularity or transparency. Verification invoices often exceed USD 6–8 per tCO₂e for small projects, eroding developer margins.

dMRV has emerged as the antidote: integrate satellites, sensors and secure ledgers to automate evidence gathering. But technology alone does not solve the “ground truth” gap—the need to confirm that what the pixels show, actually exists.

That is where Anaxee stakes its claim.

2  dMRV 101: Components, Standards & Jargon Busting

Digital Measurement, Reporting & Verification (dMRV) layers tech across the classic MRV triad.

Pillar Digital Enhancer Examples
Measurement Remote sensing, drones, IoT
Sentinel‑2 imagery; smart stove meters
Reporting Cloud dashboards, APIs
JSON data feeds to Verra’s Climate Check
Verification Immutable ledgers, AI anomaly detection
Hyperledger‑fabric records; ML leakage alerts

Key Standards to Know

-D‑VERA: Digital Guidance under Verra’s VM0047 methodology.

-Gold Standard Digital MRV Sandbox: Fast‑track protocols for tech‑enabled projects.

-ISO 14 064‑1:2023: Introduces digital data assurance clauses.

Tip for developers: Align your data schema with emerging open‑source ontologies like dMRV‑O to future‑proof registry integration.

3. Anaxee’s Origin Story: From Digital KYC to Climate KYC

Founded in 2016, Indore‑based Anaxee Digital Runners originally performed doorstep KYC verifications for banks and telecoms. By 2020 the company had assembled India’s largest gig‑enabled field network—Digital Runners—covering every second village.

In the same period, climate developers struggled to monitor dispersed assets such as agroforestry plots or rural cook‑stoves. Anaxee spotted the adjacency: replace KYC forms with “Climate KYC” tasks—geotagged photos, sapling girth measurements, sensor swaps—synced via the existing mobile app.

Pivot Year (2021): Anaxee signed its first carbon client—a 5,000‑ha bamboo agroforestry venture in Madhya Pradesh. The pilot cut verification time from 14 months to 6 months, attracting more projects and sparking a dedicated Climate Tech division.

4  Building the Tech Stack: Acquisition → Processing → Ledger → Insights

Infographic visualising Anaxee’s four-layer dMRV stack—Local-Scout Mobile Platform, Satellite Earth Observation, IoT Sensors and Data Analytics & Reporting—with icons and concise descriptions on teal background.

4.1 Data Acquisition Layer
  1. Satellites – 10‑m Sentinel‑2 and PlanetScope streams ingested via AWS Open‑Data.
  2. Drones – Hire‑per‑day VTOL drones capture <5 cm ortho‑mosaics for baseline plots.
  3. IoT Sensors – LoRaWAN soil‑moisture probes; GSM cook‑stove meters.
  4. Mobile Surveys – Runner app enforces photo+video evidence with AI on‑device QC.
4.2 Processing Layer

-AI Biomass Engine – CNN models classify tree species & diameter at crown spread with 92 % precision.
-Leakage Detector – Multi‑temporal NDVI change triggers human audit within 72 h.
-Sensor QA/QC – Dual‑channel median filters catch drift; flagged outliers auto‑dispatch a Runner.

4.3 Ledger Layer

-Hyperledger Fabric – Permissioned consortium chain co‑run with registry auditors.
-IPFS Storage – Stores raw imagery hashes for audit reproducibility.

4.4 Insights Layer

–Custom dMRV Dashboard: Climate KPIs, geospatial heatmaps, CO₂e ticker.
-API Kit: Plug‑and‑play endpoints for Verra, Gold Standard, SAP Sustainability Control Tower.

5. Human‑in‑the‑Loop: Why Last‑Mile Validation Still Matters

Purely remote dMRV solutions often stumble on:

-Occult Tree Loss – Under‑storey sapling mortality invisible to satellites.

-Device Tampering – Stove users might remove SIM modules to save power.

Anaxee’s Digital Runners close these gaps:

-Presence Proof – Runners geotag each sapling, capturing 360° imagery.

-Sensor Integrity – Monthly field visits include QR‑coded photos, preventing ghost devices.

Each Runner earns ₹25–40 per task, converting idle time into income while ensuring data fidelity.

6. Navigating the Regulatory Maze: Article 6, NAPCC & Beyond

6.1 Article 6 of the Paris Agreement

UN supervisory bodies have signalled that digital reporting templates will become default. Anaxee’s ledger design aligns with the Article 6 Information Matrix, mapping every credit to a unique digital asset.

6.2 India’s National Action Plan on Climate Change (NAPCC)

Eight sub‑missions now encourage digital transparency. Anaxee’s APIs feed directly into the National Carbon Registry sandbox run by the Ministry of Environment.

6.3 Data Privacy & Security

Compliant with DPDP Act 2023: personal identifiers are tokenised; only statistical aggregates leave India’s borders.

7  Case Studies

7.1 Agroforestry & Trees‑Outside‑Forests (TOF)

-Location: Vidarbha, Maharashtra.

-Scale: 18,400 farmers, 11,900 ha.

-dMRV Edge: 3.2 million tree crowns mapped; Runner spot‑checks confirm 97 % model accuracy.

-Outcome: 125,000 credits issued at USD 9/tCO₂e, 68 % cost reduction vs manual MRV.

7.2 Clean Cooking & LPG Shift

-Households: 64,000 rural homes, Madhya Pradesh.

-Tech: GPRS stove meters; UPI micro‑payments.

-Impact: 1.7 tCO₂e avoided per home. Verification cycle compressed to quarterly, enabling rolling issuances.

8. Cost–Benefit Analysis: dMRV vs Legacy MRV

Metric Manual MRV Anaxee dMRV Delta
Verification Cost (USD/ha/yr) 14.5 4.2 −71 %
Issuance Lag (months) 14 5 −64 %
Auditor Site Visits 2/year Remote + 0.3 on‑site* −85 %
Farmer Revenue Share 51 % 68 % +17PP

*Average across 2024 projects.

9. Scaling Internationally: Kenya, Brazil & The Franchise Model

Kenya Pilot (2024): Partnered with local NGO to recruit 2,200 “Runner‑Lites” mapping agro‑pastoral land. API integration with Africa Carbon Exchange.

Brazil Pilot (2025): Mato Grosso regenerative cattle project. LoRa sensors on herd collars track methane proxies; Runner franchise handles sensor upkeep.

Franchise Blueprint:

  1. Train‑the‑Trainer model for data protocols.
  2. Revenue split: 30 % platform fee, 70 % local ops.
  3. Shared blockchain ledger ensures cross‑border auditability.

10. Challenges & Future Roadmap

Challenge Mitigation Strategy
Sensor Battery Life
Shift to energy‑harvesting IoT chips; Runner‑triggered battery swap alerts.
AI Bias on Minor Species
Incorporate spectral libraries from ICAR & Kew Gardens; active‑learning loops.
Data Sovereignty Jurisdictions Deploy sovereign cloud nodes via Azure Arc.
Scaling Runner Quality Gamified training app; quarterly certification exams.

Upcoming Features (H2 2025):

-Zero‑Knowledge MRV Proofs for privacy‑preserving validation.

-Generative AI dashboards auto‑explain anomalies to auditors.

-Tokenised Credit Marketplace enabling T+1 settlement for smallholders via CBDC‑compatible rails.

11  Conclusion: A Call for Collaborative Climate Infrastructure

Carbon markets cannot thrive on blind faith. They demand infrastructure of trust—transparent, verifiable and inclusive. Anaxee Digital Runners has demonstrated that the fusion of satellites, sensors and a human mesh network can deliver that trust at scale, putting more revenue into the hands of the rural communities who steward our planet’s carbon sinks.

Whether you are a corporate sustainability head, a registry auditor, or a project developer seeking scale, Anaxee’s dMRV playbook offers a proven path forward.

About Anaxee: 

Anaxee is India’s Reach Engine! we are building India’s largest last-mile outreach network of 100,000 Digital Runners (shared feet-on-street, tech-enabled) to help Businesses and Social Organizations scale to rural and semi-urban India, We operate in 26 states, 540+ districts, and 11,000+ pin codes in India.
We Help in last-mile execution of projects for (1) Corporates, (2) Agri-focused companies, (3) Climate, and (4) Social organizations. Using technology and people on-the-ground (our Digital Runners), we help in scale and execute projects across 100s of cities and bring 100% transparency in groundwork. We also work in the Tech for Climate domain, providing technology for the execution and monitoring of Nature-Based (NbS) and Community projects. Our technology & processes bring transparency and integrity into carbon projects across various methodologies (Agroforestry, Regen Agriculture, Solar devices, Improved Cookstoves, Water filters, LED lamps, etc.) worldwide.

-Book a Demo: sales@anaxee-wp-aug25-wordpress.dock.anaxee.com

Field Worker Sapling nursery agroforestry carbon project in India

 

Decoding dMRV: How Anaxee Is Pioneering Digital Carbon Measurement & Verification in India – and Beyond

Digital MRV (dMRV) is reshaping how carbon projects are measured and verified. India‑born Anaxee Digital Runners has built the country’s largest last‑mile data network, marrying human reach with satellite, sensor and AI workflows to cut verification costs by up to 70 % while speeding credit issuance by months. This in‑depth guide explores dMRV fundamentals, the global pivot to digitisation, India’s unique opportunity, and real‑world case studies of how Anaxee delivers trust and scale.

Infographic visualising dMRV definition with satellite, mobile analytics and CO₂-tracking factory icon against nature backdrop.

1. Introduction: The Race for Credible Carbon Data

The global carbon market crossed USD 1 trillion in traded value in 2024, yet more than one‑third of credits were flagged for quality concerns. Investors, corporates and regulators now demand evidence‑based impact before they will buy, retire or account for a tonne of CO₂e. Traditional monitoring, reporting and verification (MRV) models – clipboards, paper forms, sporadic field visits – simply can’t keep up. Enter digital MRV (dMRV): a technology‑driven framework that streams geospatial, sensor and human‑validated data in near real‑time, automates analytics and slashes subjectivity.

If MRV was the carbon market’s “trust but verify” mantra, dMRV upgrades it to “trust because you can verify at any time.” For climate projects operating across thousands of villages and hectares, the difference is transformative: lower verification costs, faster credit issuance and, most importantly, heightened credibility in the eyes of buyers and auditors.

In this long‑form guide (≈4,000 words), we unpack what dMRV really means, why it is rapidly becoming the new norm, and how Anaxee Digital Runners – an Indore‑based deep‑tech company – has emerged as a trailblazer powering India’s most ambitious nature‑based and household‑level carbon projects.

 2.  MRV vs dMRV –

MRV vs DMRV

A Quick Primer Measurement, Reporting & Verification (MRV) dates back to the Kyoto Protocol. It prescribes that every carbon project must:
  1. Measure baseline emissions and subsequent reductions or removals.
  2. Report findings in an auditable format.
  3. Verify data through a third‑party accredited body.

While robust in principle, legacy MRV workflows rely heavily on manual sampling and periodic site visits. A 2024 study by the LSE Grantham Institute estimated that up to 20 % of project costs can be swallowed by MRV overheads.

Enter dMRV

Digital MRV layers modern tech on top of the three pillars:

-Remote sensing & drones to capture canopy height, biomass and land‑use change.

-IoT sensors (soil probes, smart cook‑stove meters) for continuous data feeds.

-Machine learning to convert raw pixels and sensor noise into emissions factors.

-Blockchain or distributed ledgers for tamper‑proof records and transparent audit trails.

Key stat: A Gold Standard working group found that dMRV can cut verification costs by 40–70 % and compress credit issuance cycles by up to 12 months.

With market mechanisms like Article 6 of the Paris Agreement demanding ever faster, globally comparable data, dMRV is gaining near‑mandatory status.

3. Why dMRV Matters to the Voluntary & Compliance Carbon Markets

3.1 Speed

Faster verification means carbon revenues hit project developers’ accounts sooner, improving cash flow and enabling reinvestment in community benefits.

3.2 Accuracy & Integrity

Continuous monitoring reduces the risk of over‑ or under‑crediting. Transparent, tamper‑proof data logs improve buyer confidence and comply with stringent registries.

3.3 Scale

With automated analytics, a single verifier can oversee dozens of projects simultaneously, unlocking economies of scale previously impossible.

3.4 Equity

Lower transaction costs open the door for smallholder farmers, village bodies and micro‑entrepreneurs to participate in carbon markets – a game‑changer for rural economies.

4. The Global dMRV Landscape in 2025 From Silicon Valley start‑ups to UN‑backed think tanks, the race to build ‘infrastructure for trust’ is heating up.

RegionNotable PlayersSignature TechFocus Sector
North AmericaPachama, Regrow AgLiDAR + AI Forest ModelsForestry & Agriculture
EuropeSylvera, Climate TraceSatellites + MLGlobal MRV Scoring
AfricaBURN ManufacturingSmart‑metered cook‑stovesHousehold Energy
AsiaGreen Carbon, Netra TechMethane Sensors + BlockchainRice & Blue Carbon

India is fast emerging as the largest testbed for scalable dMRV, thanks to its vast rural landscapes, smartphone penetration and proactive policy support.

5.  India’s Moment: Policy, Demand & Innovation

  1. National Green Credit Programme (2023) – incentivises biodiversity, water conservation and carbon sequestration projects, all requiring stringent MRV.
  2. Startup India & Digital Public Goods – zero‑rating of GST on carbon credits and sandboxes for climate‑tech pilots.
  3. Corporate Net‑Zero Rush – Over 160 Indian companies have SBTi‑approved targets, driving demand for high‑quality local credits.

Combined, these forces make India ground zero for dMRV experimentation – and Anaxee sits squarely at the intersection of tech capability and last‑mile reach.

6.  Meet Anaxee:

India’s Largest Last‑Mile Climate Data Infrastructure Founded in 2016, Anaxee Digital Runners began as a distributed field‑data platform for banks and FMCG giants. Today, its 40,000‑strong ‘Digital Runners’ network covers 26 states, 7,000+ pin codes and 120,000 villages, making it India’s deepest boots‑on‑the‑ground data operation.

6.1 Core Strengths

-Human + Digital Hybrid: Runners validate satellite insights with geo‑tagged photos, ensuring on‑ground reality matches remote sensing output.

-Real‑Time Data Pipelines: A cloud dashboard visualises every tree, stove or sensor in near real‑time for project owners and auditors.

-Local Empowerment: Village‑level micro‑entrepreneurs earn revenue for each data task, injecting income into rural economies.

7.  Inside Anaxee’s dMRV Stack – People + Platform + Partnerships

LayerComponentsValue Add
AcquisitionDrone & satellite feeds, IoT probes, mobile app surveysMulti‑modal data lowers sampling bias
ProcessingAI tree‑species detection, sensor QA/QC, leakage algorithmsConverts raw data into verified emission factors
LedgerHyperledger‑fabric nodes + IPFS storageImmutable, auditable records satisfy registry requirements
InterfaceCustom dashboards, client APIs, automated auditor log‑insTransparency for corporates, registries, communities

Strategic tie‑ups with ISRO’s Bhuvan Portal and Azure FarmBeats provide high‑resolution imagery and agronomic models, while an MoU with IIT Kharagpur advances AI species‑classification.

8.  Project Snapshots: Agroforestry, Clean Cooking & Mangroves

8.1 Trees Outside Forests (TOF)

-Area: 12,000 ha across 45 villages in Maharashtra.

-Data Points: 2.8 million trees monitored via UAV + mobile app surveys.

-Outcome: Verification cost ₹52/ha/year vs ₹380 in manual MRV; first 50,000 credits issued in 11 months (70 % faster).

8.2 Clean Cooking for Tribal Households

-Scale: 60,000 smart‑metered LPG connections in Madhya Pradesh.

-dMRV Edge: Burner‑level sensors push usage data every 30 minutes, validated by monthly Runner visits.

-Impact: Average 1.6 tCO₂e avoided per household per year; credit payments disbursed via UPI.

8.3 Mangrove Restoration, Sundarbans Delta

-Area: 3,500 ha degraded coastline.

-Tech: Sentinel‑2 NDVI change detection + community photo transects.

-Projected Benefit: 1.2 million tonnes CO₂e removed over 30 years; blue‑carbon warrant enables upfront financing.

9.  Overcoming dMRV Challenges – Data Quality, Leakage & Permanence

-Sensor Drift & Calibration – Anaxee installs dual sensors per site and cross‑checks against Runner‑captured readings.

-Leakage Detection – Geofenced alerts flag land‑use change in buffer zones within 72 hours for corrective action.

-Permanence Risk – Parametric insurance via blockchain smart contracts auto‑pays for replanting if cyclones or fires are detected.

-Data Privacy – Differential‑privacy algorithms anonymise household‑level data while preserving aggregate accuracy.

10. Future Outlook: Article 6, Tokenisation & AI Automation

-Article 6 Trust Layer: With UN supervisory bodies signalling digital reporting templates, Anaxee’s modular APIs are Article 6‑ready.

-Instant Settlement: Tokenised credits on public‑permitted chains enable near‑instant payouts to smallholders.

-AI‑First MRV: Multispectral AI models will auto‑identify species and growth anomalies, enabling predictive maintenance of carbon assets.

-Global Expansion: Pilot projects in Kenya and Brazil leverage partner Runner networks under a franchise model.

11. Conclusion & Call to Action: 

The carbon market is no longer just about planting trees or switching fuels; it’s about proving, continuously and transparently, that those interventions work. Digital MRV is the engine of that proof, and Anaxee has built a uniquely Indian – and globally relevant – engine room.

Whether you are a corporate chasing net‑zero, a project developer seeking scale, or an investor hungry for verifiable impact, Anaxee Digital Runners offers the people, platform and proof to deliver high‑integrity credits at speed.

➡️ Ready to unlock credible, scalable climate impact? Email sales@anaxee-wp-aug25-wordpress.dock.anaxee.com to schedule a demo.

12. About Anaxee:

Anaxee is India’s Reach Engine! we are building India’s largest last-mile outreach network of 100,000 Digital Runners (shared feet-on-street, tech-enabled) to help Businesses and Social Organizations scale to rural and semi-urban India, We operate in 26 states, 540+ districts, and 11,000+ pin codes in India.
We Help in last-mile execution of projects for (1) Corporates, (2) Agri-focused companies, (3) Climate, and (4) Social organizations. Using technology and people on-the-ground (our Digital Runners), we help in scale and execute projects across 100s of cities and bring 100% transparency in groundwork. We also work in the Tech for Climate domain, providing technology for the execution and monitoring of Nature-Based (NbS) and Community projects. Our technology & processes bring transparency and integrity into carbon projects across various methodologies (Agroforestry, Regen Agriculture, Solar devices, Improved Cookstoves, Water filters, LED lamps, etc.) worldwide.

An Anaxee field worker photographs a ground-mounted solar panel array in a lush farm, documenting a solar-agriculture pilot in rural India.

 

Article 6 Authorized Carbon Credits: A Straight-Talk Guide for Indian Project Developers

Article 6 Authorized Carbon Credits: A Straight-Talk Guide for Indian Project Developers
1. Why This Matters (Quick Intro)

Climate finance is changing fast. After COP 28, everybody keeps hearing “Article 6”. The term sounds complicated, but in simple words it is just a new rulebook under the Paris Agreement that lets one country, company or airline use carbon reductions achieved in another country- as long as everyone counts them only once.

For small and mid-size project developers in India, this change opens two big doors:

  1. Higher Prices. Buyers pay a premium for credits that carry an Article 6 “authorized” tag because these units come with extra proof that no one else—especially the host government—will double-count them.

  2. New Markets. Compliance schemes like CORSIA (for airlines) have moved from trial to Phase 1 in 2025. Those schemes accept only Article 6 authorized credits from recognised standards such as Gold Standard.

Anaxee, with 50 000+ Digital Runners collecting field data across 11 000 pin codes, is perfectly placed to help rural projects grab this premium. This guide explains the mechanics in plain English and lays out a step-by-step action list for Indian developers, NGOs, and community groups.

2. What Exactly Is Article 6?
2.1 The Short Version

– Article 6.2 lets two or more governments trade “ITMOs” (Internationally Transferred Mitigation Outcomes). Think of an ITMO as a carbon token that carries a government signature.

– Article 6.4 will create a UN-run crediting mechanism (something like the old CDM 2.0), but rule-writing is still stuck after COP 28.

– Both tracks insist that the host country must apply a corresponding adjustment—an accounting correction in its national inventory—so the same tonne of CO₂ is not claimed twice.

2.2 Why COP 28 Still Matters, Even Without Final Text

Negotiators in Dubai failed to finalise the 6.2 and 6.4 guidance, but real-world deals kept moving:

– Thailand and Switzerland executed the first government-to-government ITMO transfer.

– Gold Standard awarded the first “Article 6 authorized” labels to cookstove projects in Rwanda (Atmosfair) and Malawi (Hestian).

– Airlines entering CORSIA Phase 1 (2024–2026) confirmed they will only buy authorized credits.

Take-away: waiting for perfect UN text means losing time. Early movers are already locking supply agreements.

3. The New Buzzword: “Authorized” Credits

Authorized credit = ordinary carbon credit + official permission letter (LOA)

  1. Letter of Authorization (LOA). The host government signs a document saying:

    • Project X may transfer Y tonnes for purpose Z (NDC, CORSIA, or other).

    • The government will adjust its own greenhouse-gas inventory accordingly.

  2. Label in Registry. A recognised standard (e.g., Gold Standard) attaches a digital tag to each issued credit, showing which purpose(s) it can serve.

  3. Transparency Gate. Registries stop users from retiring credits for purposes not covered by the LOA.

Because of the extra vetting, these credits normally sell at a 20–40 % premium over standard voluntary units—sometimes more when supply is tight.

4. Inside the Gold Standard Framework (2025 Edition)

Gold Standard upgraded its registry in three key ways:

Feature Why It Matters
Multi-purpose tag (“Compliance”, “CORSIA”, “Other”) Shows exactly which market you can use the credit in.
Separate flag for “Corresponding Adjustment Applied” Buyers see if the host government has completed the bookkeeping yet.
Public upload of each LOA Total transparency- anyone can download the letter.

For Indian developers, choosing Gold Standard means:

– Faster market access (CORSIA will recognise GS once final administrative sign-off lands later in 2025).

– Strong SDG tracking—important for CSR-driven buyers.

– Compatibility with existing methodologies (cookstoves, agroforestry, bio-char, bundled smallholder projects, etc.).

5. Market Signals You Can’t Ignore in 2025

  1. Airlines Need Millions of Tonnes. IATA projects CORSIA Phase 1 demand at 200–250 million tonnes; supply of authorized units is still under 20 million. Math is simple: shortage = higher prices.

  2. Corporate “Net-Zero” Police Are Tightening. The Voluntary Carbon Market Integrity Initiative (VCMI) and Science Based Targets initiative (SBTi) now nudge big brands toward Article 6 aligned credits for headline claims.

  3. Southeast Asian Buyers Are Active. Singapore’s carbon tax allows regulated companies to surrender up to 5 % of taxable emissions using Article 6 authorized credits from accepted standards—Gold Standard included.

6. Where Does India Stand?
6.1 Policy Snapshot
Item Status (July 2025)
Carbon Credit Trading Scheme (CCTS) Pilot auctions under way; Article 6 alignment planned for 2026 roll-out.
Designated National Authority (DNA) Re-notified under MoEFCC; draft LOA template circulated for comments.
Positive List Energy efficiency, renewable micro-grids, agroforestry, clean cooking expected to feature.

– States like Madhya Pradesh, Odisha, and Jharkhand, where household biomass use is high, can become cookstove powerhouses- exactly like Rwanda’s example.

– Bund plantation models (Verra VM0047) can gain extra funding if authorized, because the buyer receives a compliance-eligible tonne rather than a voluntary one.

7. Why Anaxee Has a Built-in Advantage

  1. Last-Mile Data Capture. Digital Runners already visit rural households; adding stove usage surveys or tree-survival checks needs zero new hiring.

  2. Tech + Trust. Mobile app timestamping plus periodic drone fly-overs (sensor data pushed to an immutable ledger) offers verifiers bullet-proof evidence—exactly the traceability Gold Standard loves.

  3. Scale at Speed. 50 000 runners across 540+ districts can implement identical protocols nationwide, giving India the scale factor every government official craves.

8. Step-by-Step Action Plan for Indian Developers

Total timeline: as quick as 9 months for a straightforward cookstove bundle.

9. Risks & Reality Checks

– Revocation Risk. Host governments can, in theory, cancel an LOA. Mitigate by aligning with national priorities and maintaining clear communication channels.

– Price Fluctuation. Premium today doesn’t guarantee tomorrow. Hedge by locking multi-year offtake deals.

– Methodology Upgrades. If Article 6.4 UN rules introduce stricter baselines, be ready to update MRV. Continuous monitoring by Digital Runners acts as built-in safeguard.

10. Final Thoughts

Article 6 is no longer a future concept. Credits with the right authorization stamp are already trading, and compliance buyers are hunting for scalable, trustworthy supply. India can become a major source- if project owners act now.

Anaxee stands ready to plug your rural project into this premium pipeline with rapid data collection, tech validation, and transparent reporting. Contact our Tech for Climate team today, and let’s turn global rules into rural rewards.

Field Worker Sapling nursery agroforestry carbon project in India

 

How Sarpanch-Led Rural Campaigns Are Helping Brands Win in India

India’s rural market is massive, untapped, and surprisingly aspirational. Yet, marketing to this segment remains one of the toughest challenges for high-value brands- think cement, tractors, financial services, or durable goods. So how do India’s largest brands break through the noise and gain trust in 6,00,000+ villages?

Enter: The Sarpanch.

Anaxee's Field Employee pitching pitching prodcut to a potential customer in rural india

From cement companies to automotive giants, brands are rediscovering the power of grassroots leadership- starting with the sarpanch (village head)- to drive high-impact rural campaigns. And helping them execute this at scale is Anaxee Digital Runners: India’s largest last-mile outreach engine.

Why the Sarpanch Is Your Best Marketing Ally

The sarpanch isn’t just a government-appointed leader; they’re the nucleus of trust, governance, and change in India’s villages. A sarpanch-led endorsement carries more weight than a celebrity commercial. When the sarpanch supports a product or initiative, the entire village listens.

Brands are recognizing this and deploying village-level programs that center on the sarpanch’s credibility- especially when marketing high-involvement products like cement, tractors, or savings schemes.

What Makes Sarpanch-Led Campaigns So Effective?

– Built-in Trust: Villagers look up to their sarpanch as a decision-maker.

– Community Gatekeeper: They control access to events, land, and community halls.

– Scalable Word of Mouth: Their endorsement spreads fast across neighboring villages.

– Local Organizer: Mobilize groups for events, demonstrations, or installs.

4 Powerful Case Studies of Sarpanch-Centric Rural Campaigns

1. UltraTech Cement – “Yashasvi Sarpanch”

UltraTech’s campaign awarded and celebrated proactive sarpanches across India who implemented sustainable village projects. Over 6,000 villages were reached, impacting 8 million people.

– Partners: Mindshare India, Rajasthan Patrika

– Tactics: Awards events, village meetings, content series

– Impact: Enhanced brand loyalty and positioned UltraTech as a development partner

2. Ambuja Cement & ACC – “Kaabil Sarpanch”

In Punjab, Ambuja and ACC ran a contest to identify the most community-focused sarpanches. 13 sarpanches were awarded based on village development.

– Partners: MyFM, Ambuja Foundation

– Tactics: Evaluation of 50+ villages, awards, media stories

– Impact: Created goodwill and triggered positive WOM across districts

3. Nuvoco Vistas – “Sabse Khaas Sarpanch”

Over 2,500 sarpanches across 4,000 villages were engaged through this recognition-driven program that honored good governance.

– Partners: Internal marketing & outreach teams

– Tactics: Village meets, nomination campaigns, felicitation events

– Impact: Strengthened rural perception of Duraguard as a socially responsible brand

“Anaxee Digital Runner presenting a ‘Sabse Khaas Sarpanch’ certificate and Nuvoco Duraguard Cement brochure to the village sarpanch inside a rural panchayat office.”

 

4. Mahindra Tractors – “Sarpanch Plus”

Mahindra launched its new tractor lineup endorsed by sarpanches as tech-forward, reliable tools for progressive farmers.

– Partners: In-house teams & dealership networks

– Tactics: Demo events, community rides, sarpanch testimonials

– Impact: Boosted tractor inquiries and sales in low-penetration markets

What Marketing Teams Can Learn

Whether you’re in cement, automobiles, agri-inputs, or fintech—sarpanch-led campaigns can unlock unmatched rural credibility. But they’re not easy to execute. That’s where Anaxee Digital Runners comes in.

Anaxee: The Engine Behind Bharat’s Biggest Rural Campaigns

Anaxee is India’s Reach Engine. With a network of 50,000+ Digital Runners (shared, tech-enabled feet-on-street), Anaxee is redefining how rural outreach is executed in India.

– Scale: Present in 26 states, 540+ districts, and 11,000+ pin codes

– Speed: Ability to deploy campaigns in 1000s of villages simultaneously

– Trust: Local Digital Runners act as the eyes, ears, and face of the campaign

– Technology: Real-time monitoring, app-based reporting, GPS-tagged evidence


Anaxee's Field Network of 50000+ Digital Runners

How Anaxee Adds Value

– Identify credible sarpanches in your TG geography

– Organize community meetings, demo sessions, or training programs

– Build tech-enabled reward campaigns and contests

– Provide rich campaign data: attendance, feedback, geo-evidence

Creative Campaign Ideas You Can Launch with Anaxee

1. Village Champion Awards

Recognize top-performing sarpanches who promote education, sanitation, or digital literacy. Co-brand the initiative and get visibility in local and regional press.

2. Gram Sabha Product Demos

Launch new tractors, solar pumps, or health products during Gram Sabha sessions hosted by the sarpanch.

3. Door-to-Door by Digital Runners

Supported by the sarpanch, Digital Runners carry out home visits, product sampling, or survey campaigns.

4. Panchayat Endorsements

Roll out co-branded posters or WhatsApp campaigns that feature sarpanch testimonials.
Anaxee's Digital Runner taking Digital information/Data of Women rural women for Rural Marketing

Don’t Just Advertise. Be Part of the Village Story.

Marketing to Bharat is not about shouting louder. It’s about embedding your brand into the social fabric of the village. Sarpanches are your gateway. Anaxee is your bridge.

When you work with Anaxee, you’re not just selling products- you’re building trust, creating development narratives, and becoming a part of the village’s journey.

Ready to Launch Your Next Big Rural Campaign?

Reach out to Anaxee and let’s craft a sarpanch-led campaign that delivers real engagement, real results, and real rural goodwill.

📩 Write us to: sales@anaxee-wp-aug25-wordpress.dock.anaxee.com

Rural Lead Generation: Tractor Saathi Case & How Brands Can Win

Tractor Saathi: A Data-Driven Blueprint to Sell High-Value Products in Rural India
Biggest Field Workers for Rural Marketing in India
Rural Marketing in India

Why Rural India Is the Growth Frontier—But a Minefield for High-Ticket Brands

– Purchasing power is shifting outward. Rural consumption is growing faster than urban for categories such as two-wheelers, farm equipment, and entry-level cars.

– Traditional outreach is broken. Blanket radio, van activations, and hoardings spray budgets without capturing “who, where, and when to follow up.”

– Digital signals are scarce. Only ~30 % of rural consumers actively research high-value purchases online; most still rely on local influencers and peer groups.

– CAC balloons. Each mis-targeted field visit, demo truck, or OOH board inflates marketing cost—often 30-50 % higher than urban equivalents.

In short, the rural buyer journey is offline-first, relationship-driven, and data-poor. Brands that still treat villages as a monolith risk burning cash and watching smaller, nimbler competitors close deals first.

2. Tractor Saathi in One Line

A pan-India lead-generation program where Anaxee’s 40,000-strong “Digital Runners” network met tractor owners face-to-face, captured granular purchase intent, and powered a multi-channel conversion engine for Escorts Kubota’s Powertrac and Farmtrac brands.

3. Campaign Architecture: From Doorstep to Dealer
Stage What Happened Why It Worked
1. Hyperlocal Census Runners visited More than 10 thousand villages across 1100 tehsils to profile 96,000 tractor owners. For every 4 interactions, 1 verified lead emerged. Real conversations replace guesswork; data integrity is > 98 %.
2. Insight Engine Data piped into heat-maps showing state → district → tehsil → village concentration, brand preferences, year-of-purchase, and next-buy timeline. Marketing could pinpoint which 25 villages justified a demo truck and which clusters only needed low-cost SMS nudges.
3. Precision Activation a) Uploaded mobile numbers to Facebook Custom Audiences for ₹-efficient retargeting.b) Automated WhatsApp, bulk SMS, and IVR drips.c) Village-level tractor demos with follow-ups logged in Anaxee CRM. CAC dropped because creative spend hit only vetted prospects; demos ran where ≥ 10 hot leads existed.
4. Sales Handoff & CRM Ops Leads fed to nearest dealers; Anaxee back-office team chased quotations, test drives, and three-day follow-ups. Closes the “last-mile” gap most agencies ignore—ensuring leads convert, not just count.
Rural Marketing Data, How Anaxee helped its client with generating leads of Tractors from Rural India

 

4. Hard Numbers That Matter to CMOs

– 33,000+ total leads | Approx. 14K already tractor owners- higher immediate buying propensity.

– 12 states & 370 districts mapped- yet marketing budget flowed only to top-yield geos.

– 17.4 % of leads already used Escorts tractors- ready for upgrade offers.

– Lower CAC: Facebook CPM slashed because campaigns targeted whitelisted phone numbers, not broad interests.

These numbers translate to shorter payback periods and a fatter bottom line- the KPI any board cares about.

5. Translating Tractor Saathi to Your Category
Sector Pain Point Today Tractor Saathi Playbook Adaptation
Automobiles (2-W, 4-W) Dealers drowning in walk-in data, zero rural funnel. Map households with licence + financing intent; serve financing pre-approvals via SMS before test-drive van arrives.
Agri-Inputs & Allied Machinery Retailers push discounts, little brand stickiness. Profile acreage, crop cycle, machinery age; micro-target fertilizer + implement bundles.
Consumer Durables (TV, fridge, inverter) Rural aspirers price-shop across towns. Capture income bands, EMIs running; push no-cost-EMI+extended-warranty creatives to hot clusters.
Solar Rooftop & Pumps Site visits expensive. Use runner-captured roof/pump specs; dispatch demo kits only to qualified spots, halve LCOE CAC.
Cement & Construction Materials Scatter-shot dealer incentives. Track houses under construction by stage; trigger just-in-time cement offers when slab work begins.

Bottom line: If your product ticket size ≥ ₹30,000 and decision complexity is high, the Tractor Saathi stack will pay for itself.

6. Five Competitive Edges You Can’t Afford to Ignore

  1. Human-Verified Data at Scale
    Bots scrape intent; Runners confirm it. Every lead has a face, GPS pin, and brand-interest timestamp.

  2. Heat-Map Budgeting
    Shift from “state quotas” to “village ROIs.” Spend ₹1 where it returns ₹10, not ₹2 everywhere.

  3. Multi-Channel Flywheel
    One data capture powers Facebook custom ads, WhatsApp drip, IVR nudges, and local demo invites- no extra procurement.

  4. Dealer Buy-In
    Dealers see leads in their CRM with follow-up SLAs. Motivation skyrockets because revenue is traceable.

  5. Closed-Loop Analytics
    Field, digital, and sales touchpoints merge into a single dashboard- marketing finally proves attribution instead of praying for it.

7. Step-by-Step Blueprint to Launch Your Own Rural Conversion Engine

  1. Define High-Value Personas
    Clarify the three data points that scream “buying intent” (e.g., tractor purchase year < 2015, acreage > 5 ha, loan free).

  2. Geo Micro-Targeting
    Use past sales + competitor hotbeds to lock pin-codes. Resist the urge to “add one more district”—focus depth over breadth.

  3. Deploy Digital Runners
    Runners armed with the Anaxee App collect KYC-grade data, consented phone numbers, and selfies for authenticity.

  4. Generate Heat-Maps & Segment
    Visualize clusters > 10 hot leads; tag them for demo, tele-follow-up, or retargeting only.

  5. Activate Omni-Channel Campaigns
    Custom Audience Ads: Stretch every rupee.<br>WhatsApp/IVR: Reinforce brand.<br>Village Demos: Convert fence-sitters.<br>OOH: Only where lead density justifies CPM.

  6. Optimize
    Run weekly sprints- Kill Poor-performing creatives, double-down on high-CTR villages, and tweak talk-tracks based on feedback.

  7. Integrate Dealer CRM
    Push leads instantly; mandate status updates (quote sent, test drive done, won/lost) for accountability.

    Anaxee Field Employees Taking Data from Potential Lead In Rural India
8. Frequently Asked Questions (with Straight Answers)

Q1. Our product is niche; will the Runner model scale?
Yes—as long as the ICP can be visually or functionally identified in-person (e.g., specific pump model, solar rooftop suitability), Runners can verify it.

Q2. What about data privacy and consent?
Each farmer signs a digital consent within the app; data is stored on Indian servers in compliance with the DPDP Act 2023.

Q3. How soon can we see ROI?
Brands typically recover campaign costs within one sales quarter when ticket size ≥ ₹1 lakh and gross margin ≥ 15 %.

Q4. We already run Facebook/Google ads; why add field-work?
Because < 35 % of rural buyers search online for complex products. Offline data supercharges your existing digital stack rather than replaces it.

Q5. Can our in-house team replicate this?
You could hire, train, and manage 5,000+ temporary field agents across 12 states, build a task-based app, a CRM connector, and a BI layer- or tap Anaxee’s ready infrastructure and hit the ground in four weeks.

9. Action Plan: Ready to Own Rural Mindshare?

  1. Request a Sample Heat-Map of your top 50 districts to visualize demand pockets.

  2. Book a 30-Minute Strategy Call with Anaxee’s campaign architects- zero jargon, pure numbers.

  3. Pilot in One State; prove CAC and scale nationwide before competitors wake up.


    Schedule Your Demo → at sales@anaxee-wp-aug25-wordpress.dock.anaxee.com

Tractor Saathi is less about tractors and more about a repeatable, measurement-obsessed operating system for rural customer acquisition. Whether you sell harvesters, SUVs, or rooftop solar kits, ignoring this playbook is handing market share to brands that don’t.

Stop guessing. Start mapping. And let data- not distance- drive your next billion-rupee rural P&L.

Anaxee's Field Employee pitching pitching prodcut to a potential customer in rural india