Godrej aadhar
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Godrej Agrovet is a subsidiary of Godrej Industries Ltd that holds 57% shares. Godrej Aadhaar is a rural development program with the motto "Khushiyon ka, Khushhali ka". It offers products and services to farmers through retail centers in various Indian states. The objectives are to improve productivity, increase returns and offer advisory services. It interacts with farmers daily to educate them and increase productivity. Opportunities exist in rural India due to the large population, rising incomes and improving infrastructure. Challenges include high initial costs, expanding to a vast market, and addressing many languages and communities.
Godrej aadhar
- 1. PRESENTED BY : SUNIL SINGH BAGHEL VINEET SINGH PRATEEK THAKUR MOHIT MALVIYA NAMRATA BAJPAI
- 2. COMPANY PROFILE Godrej Agrovet is a subsidiary of Godrej Industries Ltd. GIL holds 57% share of Godrej Agrovet. Godrej Aadhaar is a program of Godrej Agrovet for rural India with its motto as - “ Khushiyon ka, Khushhali ka”
- 3. INTRODUCTION Offers great value proposition “ Unnati Ghar Sansaar and Gaon” Multi category retail service and retail outlet Started in December 2003 in Manchar, Pune District. Aadhaar Centres - Maharashtra, Gujarat, Punjab, Haryana, Andhra Pradesh, Tamil Nadu, Orissa and West Bengal.
- 4. OBJECTIVE Improve productivity Higher returns Improved cost benefit ratio Offers crop advisory services Soil and water testing services Buy back of output Crop finance
- 5. WORKING PROFILE It services around 20 villages in its radius. Team of qualified Agronomists who interacts with farmers on a daily basis Educate the farmers on farm practices. Better productivity.
- 6. NEED GAP ANALYSIS Need to educate Potential in rural areas Untapped market Rising incomes
- 7. Few players in rural People are loyal towards the brand Inappropriate information flow Media dark Availability of products
- 8. OPPORTUNITIES.. 3 times more families lives in Rural India, Rural India has a large consuming class with 41 per cent of India's middle-class and 58 per cent of the total disposable income. There purchasing power is increasing, Exposure and increase in literacy rates will open market further, Govt. focus on agricultural policies will increase in rural earning, Population is becoming brand conscious,
- 9. OPPORTUNITIES Infrastructure is improving rapidly. - In 50 years 40% villages connected by road, in next 10 years another 30%. - More than 90 % villages electrified, though only 44% rural homes have electric connections. - Rural telephone density has gone up by 300% in the last 10 years; every 1000+ popultion is connected by STD.
- 10. OPPORTUNITIES… Social Indicators have improved a lot between 1981 and 2001 - Number of "pucca" houses doubled from 22% to 41% and "kuccha" houses halved (41% to 23%) - Percentage of BPL families declined from 46% to 27% - Rural Literacy level improved from 36% to 59% Low penetration rates in rural so there are many marketing opportunities.
- 11. CHALLENGES Initial cost to penetrate such a vast market is very high Increasing costs of land Pace of expansion High operating cost Low margin on agri-inputs Many languages and communities.
- 12. 4 Ps OF RURAL MARKETING Every Product and promotion, which is a hit in cities , might not work in rural areas Product Price Place Promotion
- 13. GODERJ AADHAR- PRODUCT’S Product for rural market must be built or modified to suit the lifestyle and needs of the rural consumers These centres provide valuable technical guidance, soil & water testing services. They also retail quality products of leading companies. Aadhaar centres also 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 delivery of products among other things To farmers, it’s a complete solution under one roof.
- 14. Continued.. ON THE BASIS OF FEED BACK THEY HAVE ALSO DEVELOP Basic food Grocery Apparel footwear to furniture Kitchenware home appliances value-added services including Banking service.
- 15. Price The villagers due to their limited resources are very price sensitive by nature. Some retailers in the interior village charge more than the MRP. Objective of this business venture of Tata Agrico is to enable its products to reach the farmers in the rural interiors of the country at the right price.
- 16. Pricing Strategies Large Volume –low margin. Overall Efficiency And passing on benefits to consumers. low cost/ value for money product Low volume-low price.
- 17. PLACE Godrej Aadhar chain seeks to empower the farmer by setting up centers which provide all encompassing solutions to the farmers under one roof. Direct contact with the rural consumer. Multipurpose distribution center.
- 18. PROMOTION Promotion aspect always creates a challenge in rural markets because of the fact that village have thin population density and are widely spread over large remote areas. High reach High frequency- jeep based advertisement, wall painting and bus stand & bus panels. Direct to home.
- 19. 4 As of Rural Marketing Mix Affordability Availability Awareness Acceptability
- 20. LEARNINGS Definitely there is lot of money in rural India. But there are hindrances at the same time. The greatest hindrance is that the rural market is still evolving and there is no set format to understand consumer behavior. Lot of study is still to be conducted in order to understand the rural consumer. Demonstration of product
Editor's Notes
- #4: * Godrej Aadhaar is the agri service cum rural retail venture of Godrej Agrovet, an initiative started to strengthen its age old relations with the Indian farmers. * Godrej Aadhar is the retail outlet of Godrej Agrovet with a vision to be the complete solution provider to the farmers rendering farm advisory services, credit facility to farmers, providing up to date information on weather, price, soil & water testing facility, FMCG / consumer durables etc. to farmers. Aahdhaar has 65 outlets al over india
- #5: It is a complete solution provider for the Indian farmers and provides professional guidance. Have dedicated team of experts who cater to the farmers needs… deliver direct to doorstep…
- #6: Every Aadhar has a team of qualified Agronomists who interacts withfarmers on a daily basis and travels to the villages in the interior to educate them on farm practices.