4 projects by Indian Conglomerates for rural India

1. 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 - 2014018
Sachin - 2014019 Tishya - 2014021
Rural Marketing

2. 2
ITC E-Chaupal
Rural Marketing

3. 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

4. 4
System Before ITC E-Chaupal
Rural Marketing

5. 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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6. 6
ITC E-Chaupal System
Rural Marketing

7. 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

8. 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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9. 9
E-Chaupal Roadmap
ITC plans to provide rural marketing research services
and health advisories
Best of the class retailing and shopping experiences
through ‘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

10. 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
requirements
2002 the TKKs were rebranded as TKS
More than 800 centres
More than one lakh farmers in 25,000 villages receive
benefits through TKS
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Tata Kisan Sansar
Rural Marketing

11. Khet-Se was really born out of an exercise that we did to
pinpoint the farmers’ pain points
Value 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 wholesalers
Khet-Se sources directly from farmers and deliver directly
to retailers
Retailers- Walmart India, Reliance Fresh & Star Bazaar.
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Khet Se
Rural Marketing

12. Empowerment
Structure
Services
Benefits
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Tata Kisan Sansar Features
Rural Marketing

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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

14. Tata Kisan Sansar Parivar membership is a paid value-
added service
TKS is building relationships with the farmers
Tata Kisan Sansar Parivar members are provided
customised training and accident insurance for the
member and his family
The 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

15. HARIYALI KISAAN BAZAAR

16. 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

17. 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

18. 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.

19. • 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.

20. Formats
Center
• A model rural hub located near
large rural highways
• Focused on all retail and agri
businesses
• 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. ft
retailing agri-inputs and FMCG

21. Hariyali - Centers

22. Hariyali - Stores

23. 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

24. Benefits to the Farmers
• Relevant Agri technology
• Agri-Inputs
• Market Linkages
• Medical facility
• Warehousing & Commodity exchanges
• Household Goods
• Financial Services
• Other Products and Services

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

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27. 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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28. 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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29. 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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31. 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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32. 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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