Professional Documents
Culture Documents
-group 7
Indian Rural Market- an
overview
46% of the soft drinks sales happen in the
rural areas
Rural India accounts for 49% of motorcycle
sales
Rural India accounts for 59% of Cigarettes
sales
53% of FMCG sales happen at Rural India
Continued…
What next?
INNOVATION!!!
Innovation
Product/Service innovation
Process Innovation
Key challenges in Innovation in
Rural Market
Physical Distribution
Channel Management
Promotion and Communication
Poor Infrastructure
Uneconomical Market Size
Consumer Profile
Role players in India
Corporate India
Governmental Bodies
Andhra Pradesh e-Gov
Marketers
Retailers & Intermediaries
Consumers
Benefits of IT driven business
strategy
Ease of access
Up-to-date content
Layout, design, consistent theme
Easy navigation
Higher interactivity
Access through multiple media
Higher use of non-textual information
Multiple languages
Lower transaction cost
ICT Initiatives in Rural
Market
ITC’s e-Choupal
n-Logue Communications
Project i-Shakti
Inagriline by EID Parry
Gyandoot
TARAhaat
Grameen Sanchar Society (GRASSO)
INITIATIVES OF INFORMATION AND
COMMUNICATION TECHNOLOGY IN
RURAL DISTRIBUTION
Inagriline by EID Parry
Private corporation- Murugappa Group
16 franchised internet kiosks.
Kiosks- business hubs of respective villages.
Provision for online registration, easy access to
transaction records with the company.
Operators trained to use PCs, to surf the portal
and the Net.
The strategic goals of the
Murugappa Group
Distribution infrastructure: This infrastructure
would be capable of supporting bidirectional
distribution of products and services into and
out of rural India.
Trading infrastructure: This would serve as the
foundation to a platform for trading agricultural
commodities and rural industry manufactured
goods.
Gyandoot
Customized Knowledge
Farm Management, Risk Management
Micro marketing
Product/Services Demos
Marketing and Brand Building activities
BENEFITS
Farmers can get real-time information despite their physical
distance from the "mandis".
n-Logue
Services Revenues
LSP-1 LSP-2 LSP-3
Villagers
THE KIOSK OWNER/OPERATOR
Learning typing
Computer education
Photography
movies on CD
DTP work
Email/voice & video mail
E-Governence
Video conferencing
providing
Tele-medicine
Vet Care
E-learning
E-Agriculture
PROJECT SHAKTI
SHAKTI - CHANGING LIVES IN
RURAL INDIA
Shakti is HUL's rural initiative, which started in 2001, Shakti has already
been extended to about 80,000 villages in 15 states
Targets small villages with population of less than 2000 people or less.
Govt. initiatives:
Public Distribution System(PDS)
Khadi and Village Industries Commission(KVIC)
Indian Farmers Fertilizer Cooperative
Limited.(IFFCO)
Khadi and Village Industries
Commission(KVIC)
Objectives involve skill improvement, providing
employment in rural areas and transfer of
technology, rural industrialization and
promoting self-reliance among people.
http://mahindra.com/Farm_Equ_sec/agribusiness.html
Mahindra Shubhlabh Services
Ltd.(MSSL) Cont…
The staff provides support and guidance to
farmers in the selection and usage of
products.
They also guide farmers for crop health,
environmental and human safety.
Mahindra Krishi Vihar provides platform for
banking institutions to provide loans to
farmers with minimum documentation, quick
sanctions and attractive interest rates.
http://mahindra.com/Farm_Equ_sec/agribusiness.html
Mahindra Shubhlabh Services
Ltd.(MSSL) Cont…
In-turn the financial institutions develop a
lower-risk portfolio and reduce their
overhead costs through this channel.
http://mahindra.com/Farm_Equ_sec/agribusiness.html
ITC’s Choupal Sagar
Bringing modern retail to Rural India
http://www.itcportal.com/rural-development/choupal-saagar.htm
ITC’s Choupal Sagar
Bringing modern retail to Rural India
http://www.itcportal.com/rural-development/choupal-saagar.htm
Mahamaza (Bringing E-Commerce to Rural India)
Introduced in 2000.
Network of virtual dealers scattered around the
country.
275,000 web store dealers in small towns.
Extraordinary range of products, from
Motorcycles to cycles and cell phones.
They sell 28 brands across 15 industries.
Website uses offline network of ‘Web store
owners (WSO)’.
Rs.5100 is charged as the registration fees.
Mahamaza Cont…
http://www.eidparry.com/agriland.asp
3A Bazaar
http://www.3abazaar.com/
3A Products
Grocery
Staples
Toys
Personal Care
Health Products
Confectionery
Color and Cosmetics
House Hold items
Stationery
http://www.3abazaar.com/
http://www.3abazaar.com/
CONCLUSION