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