ITCBy: MANMOHAN SINGH
ITC One of India's foremost private sector
companies with a market capitalisation of over US $14 billion and a turnover of US $3 billion
Diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers, Packaging, Agri-Business, Packaged Foods & Confectionery, Branded Apparel, Greeting Cards and other FMCG products.
WHAT MAKES RURAL INDIA ATTRACTIVE
833 million people FMCG: Rs. 65000 Crores Durables: Rs. 5000 Crores Agricultural inputs : Rs. 45,000 Crores 41 million Kisaan Credit Cards issued
MARKETING STRATEGIES TO
CAPTURE RURAL INDIA By communicating and changing quality
perception By proper communication in Indian
Language By understanding cultural and social
values By promoting Indian Sports Teams By developing rural specific products By adopting localized way of distribution. By giving Indian words for brands
E-CHOUPAL Initiative by ITC to link
directly with rural farmers for procurement of agricultural/aquaculture produce
Reach:
More than 40 lakh farmers
In over 40,000 villages Through 6450 kiosks
across 10 states
STRATEGIES USED
Re-Engineer, Not Reconstruct- Reassign inefficient people to better tasks
Address the whole, not the part-Provide full spectrum of farmer needs
IT-driven solution-Delivery of real-time information
CHOUPAL FRESH Fresh food
wholesale and retail initiative
Leverages backward linkage with farmer and supply chain efficiency
Focus on stocking fresh horticulture produce directly from farmers
Currently in Hyderabad
CHOUPAL PRADARSHAN KHET
Started in 2005-2006 Demonstration plots
to help farmers enhance productivity
Wide crop portfolio covered
Promoting Best Agricultural Practices
Covered over 70,000 hectares, 1.6 mio farmers
CHOUPAL SAGARRural Hypermarket
Is both a physical infrastructure hub as well as a retail market
Brings a range of products comparable to urban levels of choice
Also incorporates farmer facilitation centres with services such as sourcing, training, soil testing, health clinic, cafeteria, banking, investment services, fuel station etc.
24 'Choupal Sagars' have commenced operations in the states of Madhya Pradesh, Maharashtra and Uttar Pradesh.
THANK YOU