MARKETING REVOLUTION IN RURAL INDIA

1) ITC Chaupal Bazaar

2) Tata Kisan Sansaar

3) Hariyali Kisan Bazaar

4) Godrej Aadhaar

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Presenters:Sudhir - 2014011 Sonal - 2014018Sachin - 2014019 Tishya - 2014021

Rural Marketing

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ITC E-Chaupal

Rural Marketing

E-Choupal is an initiative of ITC Limited “Indian Tobacco

Company” , a conglomerate in India, to link directly with

rural farmers via the Internet for procurement of

agricultural and aquaculture products like soybeans,

wheat, coffee, prawns.

The E-Choupal system was introduced by ITC in June 2000.

Over 6500 chaupals serving over 4 million farmers and

villagers across 40,000 villages.

The programme installs computers with Internet access

in rural areas of India to offer farmers up-to-date marketing

and agricultural information.

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What is ITC E-Chaupal?

Rural Marketing

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System Before ITC E-Chaupal

Rural Marketing

How does E-Chaupal work? ITC Limited kiosk with Internet access

- Run by Sanchalak – one trained farmer

- Computer housed in the Sanchalak’s house

- Each installation serves an average of 600 farmers in the surrounding ten villages within about a 5 km radius.

Warehousing Hub with Internet access

- Managed by middleman, Samyojak

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ITC E-Chaupal System

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Digital Transformation

- Information on best farming practices

- Weather forecast in local language

- Discovering the best price for their quality of produce

Credit and Insurance

- Providing non-cash loans for farm inputs

- Loans to Sanchalak

- Direct loans to farmers

- Insurance and risk management services

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Benefits of E-Chaupal

Rural Marketing

Local Leadership development

- Involvement of farmers in content creation

- Participation ensures provision of adequate and decipherable information

- Improvement in economic conditions

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E-Chaupal RoadmapITC plans to provide rural marketing research services and health advisories

Best of the class retailing and shopping experiencesthrough ‘Choupal Sagar’ which houses—a procurement centre, retail store, food court, farmer facility centre and healthcare clinic.

To extend reliable and quality healthcare services to the remotest villages

Currently piloting delivery of quality education services to the rural areas

Rural Marketing

The Tata Kisan Sansar (TKS) network is playing a significant role in the Khet-Se initiative by packaging services that offer better solutions to farmers. Tata Kisan Kendra (TKK) which was setup in 1988 as a one-stop shop for fulfilling the Indian farmer's requirements2002 the TKKs were rebranded as TKS More than 800 centresMore than one lakh farmers in 25,000 villages receive benefits through TKS

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Tata Kisan Sansar

Rural Marketing

Khet-Se was really born out of an exercise that we did to pinpoint the farmers’ pain pointsValue addition in 3-4 areas: teach the farmer how to grow better crops; help him deal better with post-harvest issues; reduce crop damage in transit; and feed the produce better to wholesalersKhet-Se sources directly from farmers and deliver directly to retailersRetailers- Walmart India, Reliance Fresh & Star Bazaar.

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Khet Se

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Empowerment

Structure

Services

Benefits

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Tata Kisan Sansar Features

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Inputs: TKS centres provide

generic as well as store brands of:

Fertilisers: Urea, DAP, MOP, NPK, etc

Specialty

fertilisers:

Zinc sulphate, boron, micronutrients, calcium

nitrate, organics, water soluble fertilisers

Seeds: Field crops, vegetable crops

Pesticides: Entire range

Cattlefeed

Farm

implements

Training: In nutrient and pest management

Rural Marketing

Tata Kisan Sansar Parivar membership is a paid value-added serviceTKS is building relationships with the farmersTata Kisan Sansar Parivar members are provided customised training and accident insurance for the member and his familyThe Tata Kisan Sansar Parivar membership currently stands at about 40,000 plus

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Tata Kisan Sansar Parivar: Building strong relationships

Rural Marketing

HARIYALI KISAAN BAZAAR

Hariyali Kisaan Bazaar

“Hariyali” means “Greenery” in Hindi

It signifies “Prosperity in Agriculture”

“Kisaan Bazaar” means “Farmer’s market”

Hariyali Concept

The business is designed to unlock the latent opportunity in rural

markets facilitating inclusive growth

Vision and Mission

VISION

To be the leading and trusted

Rural Products and Services Enterprise

MISSION

We are committed to

improving the quality of life in Rural India

by providing superior products and services

and efficient sourcing of quality agricultural produce

Introduction• Hariyali Kisaan Bazaar aims at providing end-to-end

ground level support to the Indian farmer for improving their productivity and profitability.

• It aims at creating a positive impact in bringing a qualitative change and revolutionizing the farming sector.

• The large-format HKB outlets range between 10,000 and 15,000 square feet, while the smaller format is in the 3,000-6,000 square feet range.

• Hariyali Kisaan Bazaar aims at providing end-to-end ground level support to the Indian farmer for improving their productivity and profitability.

• It aims at creating a positive impact in bringing a qualitative change and revolutionizing the farming sector.

• The large-format HKB outlets range between 10,000 and 15,000 square feet, while the smaller format is in the 3,000-6,000 square feet range.

Formats

Center• A model rural hub located near

large rural highways

• Focused on all retail and agribusinesses

• Format that encompasses Agri-services, One-stop-retail-shop, Sourcing, Banking services, Fuel station and Recreation areas

• Spread over owned 4 acre campus

• Retail space of 15-20K sqft.

Store• Located in the marketplace of

small towns

• Focused mainly on retail businesses

• Convenience format encompassing agri-services and retail of select categories

• Compact space of 4K-5K sq. ftretailing agri-inputs and FMCG

Hariyali - Centers

Hariyali - Stores

Hariyali’s alignment with objectives of Inclusive growth

• Investment in Rural Infrastructure

• Improving farmer’s productivity & profitability

• Access to information & Use of IT

• A Sustainable model for Public-Private partnership

Benefits to the Farmers• Relevant Agri technology

• Agri-Inputs

• Market Linkages

• Medical facility

• Warehousing & Commodity exchanges

• Household Goods

• Financial Services

• Other Products and Services

…Hariyali….creating a scalable, viable business having a transformational impact

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Godrej Aadhaar• Godrej Aadhaar is a program of Godrej Agrovet for rural

India with its motto as - “Khushiyon ka, Khushhali ka”.

• Focuses on retail distribution of agricultural and consumer

products.

• Aadhaar is positioned as a rural supermarket and has 47

stores.

• Aadhaar has presence across 8 states.

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What Aadhar does?

• Helps farmer to choose the right agricultural inputs.

• To lower input costs and achieve better yields.

• Aadhaar provides assistance to the farmers at every critical

stage of cultivation

• Offers crop advisory services

• Soil and Water testing services.

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Working Model

• Each Aadhaar outlet services around 20 villages in its radius.

• Aadhaar has a team of qualified Agronomists.

• Agronomists interacts with farmers on a daily basis

• Agronomists travel to the interior of the village to educate

them about the farm.

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Aadhaar Services

• These centres provide valuable technical guidance, soil & water testing services.

• They also retail quality products of leading companies.

• Aadhaar centres also a facilitate credit to farmers and provide a platform to sell their produce, buy back of output, crop finance.

• Supply of agri-inputs and animal feeds.

• Transfer of information (weather, price, and demand supply).

• Door-to-Door delivery of products among other things to farmers, it’s a complete solution under one roof.

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Future

• Planning to set up at least 1000 stores across Rural India in

next five years.

• The company will invest an estimated Rs 750 crores.

• Mini Petrol Pumps

• Roping in corporates to partner in the venture.

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