Our direct-to-consumer channel, AQUA Home Service, empowers enterprising moms, encouraging housewives to become entrepreneurs and do business with AQUA, the Danone Waters division in Indonesia. With AQUA Home Services, we are working toward a more sustainable ecosystem and leveraging our social impact all along the value chain.
Why it matters
The 2008 global economic crisis impacted the Indonesian middle class, pushing Indonesian families to seek additional incomes. Prior to this, most of them relied on the husband’s wage only, thereby requiring the wife to find ways of having a job, too. However, in Indonesian culture, the wife is expected to stay at home in order to take care of the children. AQUA products are a staple, which need distribution channels that enable them to get closer to consumers. Moreover, today’s consumers prefer home delivery services, especially for bulky products like AQUA jugs.
How it works
With AQUA Home Service, entrepreneurial housewives get a chance to market AQUA products. The program also helps to empower deliverymen too.
AQUA’ s approach also includes a personal marketing concept that enables housewives to become Brand Ambassadors. The selection process identifies candidates who show an interest in business and who are willing to become an AQUA Ambassador and hire a deliveryman. Next comes training and a robust sales program to create a strong foundation for volume growth.
This builds up loyalty, creates a strong business process and improves profitability. Through this way of marketing products (recruiting and retaining consumers), they share AQUA product knowledge and information about healthy hydration.
How it creates value
'AQUA Home Service' is a sustainable growth channel that accounts for 6% of the total revenue of AQUA. It creates incremental revenue, as housewives can earn additional income working from home, which brings about an obvious change in their position within the family. It also helps with empowerment by boosting self-confidence and allows the role of women to be viewed in a new way.
As AQUA Ladies, they are part of the community, contribute more to social events and give the project an important social dimension. And since most AHS consumers are moms, initiatives provide education on family hydration, which helps communicate AQUA' s brand message and increase brand loyalty. Today, AQUA works with over 10,000 AQUA Ladies.
There are also 1,813 AQUA Ladies distributing Orisa Rice too. As a result, they get 12% profit, which means increasing their income as well as contributing to farmers’ incomes.