Request for Proposal (RFP)
Consultant for Digital Market Enablement, B2B & B2C Linkages for FPOs
1. Background
Development Support Centre (DSC) is a resource organization established in 1994, working to promote sustainable livelihoods and participatory natural resource management. DSC operates across four states in Western India through field-based initiatives implemented in collaboration with government departments, CSR partners, and civil society organizations. With a multi-disciplinary team, DSC provides support in project implementation, capacity building, field-based research, and policy advocacy, with a strong focus on community-led and ecologically sustainable development.
The Miracle Millet Project is a multi-state initiative aimed at strengthening millet-based livelihoods by promoting organic and climate-resilient production practices, value addition, and improved market access for smallholder and tribal farmers. The project seeks to revive millets as a sustainable solution for nutrition security, climate resilience, farmer incomes, while addressing gaps across the production-to-market continuum. Under this initiative, four Farmer Producer Organizations (FPOs) located in Punjab, Alirajpur, Dindori, and Dantewada are being supported to enhance their market presence through digital platforms and structured B2B, B2C market linkages. The FPOs are engaged in aggregating and marketing millets, indigenous rice, pulses, and other ecological products, thereby strengthening local value chains and improving returns for farmers.
The project is jointly implemented by Development Support Centre (DSC), NIRMAN, and NIWCYD, with funding support from the German funding agency GIZ–Welthungerhilfe (WHH). The overarching aim is to increase organic millet production using climate-resilient approaches, while simultaneously promoting millet consumption among rural and urban consumers through awareness-building and market development.
2. Objectives of the Assignment
The key objectives of this consultancy are to:
- Enable FPOs to access digital and e-commerce markets through identification and onboarding of suitable platforms.
- Conduct market research and product strategy development to identify high-potential products and buyers.
- Facilitate B2B, B2C market linkages with retailers, distributors, HoRe Ca players, corporates, and institutional buyers.
- Anchor digital marketing and promotion efforts to enhance visibility, consumer tracking and sales of FPO products.
3. Scope of Work (Consultant)
The selected consultant will be expected to undertake the following:
A. Market Research and Analysis
- Conduct a comprehensive assessment of the existing market landscape, including:
- Identification of the number and types of players currently operating in the sector
- Mapping of major markets and understanding their functioning mechanisms
- Analysis of sales performance of existing players (e.g., brands such as Manna)
- Examination of the sales channels and distribution strategies used by leading market players
- Identification of viable market entry pathways for our products
- Assessment of potential gaps within the market that our organization can address to establish a competitive and sustainable presence
- Region specific analysis of demand trends, consumer behavior, competitor mapping, pricing and product opportunities
- Identify 2–3 high-potential products per FPO based on market demand, traditional strengths, processing feasibility, and branding potential.
- Map potential customer segments including wholesalers, bulk buyers, retailers, HoReCa, processors, online buyers, health& nutrition markets, and institutional procurement systems.
- Develop target-group–specific marketing strategies integrating market research findings, communication channels, and buyer requirements.
- Document best practices and success stories from millet markets across India and globally.
Organizational Readiness
- Recommend and support the implementation of necessary changes in the organization’s marketing strategy and operational processes to address existing gaps and enhance preparedness for entering potential markets.
Branding, Packaging, and Labeling
- Support the development of cost-effective and sustainable branding, packaging, and labeling solutions aligned with market standards.
Packaging Technology Support
- Assist in the identification and research of appropriate cost-effective packaging technologies and machinery suited to the organization’s needs.
Consumer Segmentation
- Identify and analyze potential consumer groups and target segments relevant to our product portfolio.
Product Readiness Assessment
- Conduct feasibility test for product readiness to diverse market conditions and suggest a successful model
Mapping state and national level fairs and markets promoting organic products
B. Stakeholder Consultations
Engage with FPO BoD members, shareholders, processors, traders, consumers, restaurants, and local communities to assess needs and bottlenecks.
C. Digital Platform Identification and Onboarding
- Identify suitable digital platforms (both B2B and B2C) for product sales
- Understanding platform operations and fee structures
- Onboarding procedures and documentation requirements
- Associated risks and challenges in platform integration
- Facilitate onboarding of the organization’s products on selected digital platforms.
- Provide training to relevant personnel for effective onboarding and continued use of these platforms.
- Track performance using analytics tools and optimize campaigns regularly.
- Ensure generation of minimum 20 genuine buyer leads per month
Website Development
Support the development of separate websites for all four organizations (e.g., through platforms such as Shopify or similar solutions).
WhatsApp API Integration
Prepare and integrate WhatsApp Business API solutions for all four organizations to support customer communication, marketing outreach, and order management.
Ongoing Digital Consultancy
Provide consultancy support for a period of one year for the effective utilization, monitoring, and periodic review of digital platforms
How to apply
All the interested applicants must submit their proposals by 25th April 2026 to dsc@dscindia.org
The proposal must include: -
- Detailed experience of organization/consultant in development digital marketing, e-commerce enablement, or B2B, B2C market linkages.
- Detailed methodology and approach to conduct the survey.
- Detailed CV and experience of personnel.
- Detailed financial proposal submitted as a separate file with key achievements and past clients.
Contact Details:
For any queries and doubt you can contact to dscmiraclemillet@gmail.com
For detailed information, please check the complete version of the RFP attached below