1. Commercial Vehicles Business Unit
Rural Marketing Initiative
( Pioneering Focused initiative by a CV OEM)
Ace MagicZip IrisXenon Xenon Crew cab

2. Rural Income Projection
2009-10 2015-16 2020-21
House holds 169 mn 178 mn 186 mn
Rural Income* $ 572 bn $ 1.07 trn $ 1.80 trn
*at current exchange rate, DES estimate
Rural India has 70% of India’s 1.15bn population, with exploding
and
74
66
58
40
32
26
34
42
60
68
1970s 1980s 1993-94 2007-2008 2015-2016
Farm Non-Farm
Rural Income (Farm / Non Farm %)
Source: NCAER/Rajesh Shukla
Governments commitment for Rural
Rs1.76 trillion Bharat Nirman Rural Infrastructure
Program.
Rs 300 bn wage payment under MNREGA
All habitation with population above 1000 will be
connected by roads under PMGSY and MMGSY’s
Rs 706 bn loan wavier..
Consumption Expenditure ( Bn USD)
1987-88 1993-94 2004-05 2009-10 2011-12
Rural 21.3 42.1 97.9 171.8 241.9
Urban 11.1 24.3 73.5 139.9 197.2
Source: NSS 66th , 69th Round
Rural Income growth 3 times in a decade

3. 263238
145
1026837414149
238
71
35
14
10
2157
> 5 Lac2-5 Lac1-2 Lac50K-1Lac25 - 50K15 - 25K10 - 15K5 - 10K< 5K
3S 1S
3
Tata Motors’ network presence is predominantly ‘urban’, making it
difficult to effectively tap rural markets, critical for the SCV segment.
Number of outlets Vs
population*
24% of TML Outlets are in Rural locations
(sub 50,000 population)
* Based on 2001 census
CVBU has defined Rural as all habitations with population less than 50K, where the primary
channel does not have direct or indirect reach
75% of population 25% of Population
55% of Consumption 45% of Consumption
Rural Urban

4. Hence, we started exploring options to expand our rural reach…
 Two options for entering rural markets
Growing organically by setting up new sales outlets in rural areas – traditional way
Growing inorganically through strategic partnerships with existing rural players
thereby outsourcing demand capturing/generation.
…this was the genesis for Project NEEV

5. Rural journey has been through 3 broad phases
Jul 10 - Mar ‘11 Apr’11 – May’12
Scale-up – Mah, MP, Raj,
Bihar
Jun’12 Onwards
Strategy buildup and
Pilots Phase
Scale-up in 3 large states
(UP,AP,TN)
Why Rural?
Rural Strategy for CVBU?
Material and incremental?
Sustainable and Profitable
Sold 5800 vehicles
At 11% contribution
Sold 23000 vehicles
At 17% contribution
17 districts in 3 states with
varied socio economic
conditions

6. Recruit
Review
Feedback
Train
DRM
Neev Presence (6 States , 238 districts, 1798 tehsils, 1.5 lakh villages)
(underserved habitations below 50K populations)
Neev SE
Followup lead
Lead feedback
Retail
500 Rural Outlets 4000 Tata Gram Mitras
Capture Lead
Evaluate lead
followup
1 per
district
2 to 3 per district
60000 leads per month
Report to all
CRM upload
Create Opty
TBSS
TML Dealer
Neev Operating Model
Call Center

7. Graphical representation of Neev Infra architecture
Rural KSK Locations
TGM presence
Dealer current Sales
focus/ Retails
7
Neev creates an indirect
presence in the geographies of
passive presence, through a
variable cost model
Apr
2012
May
2012
June
2012
July
2012
Aug
2012
Sept
2012
Oct
2012
Nov
2012
Dec
2012
Jan
2013
Feb
2013
Mar
2013
3 4 3 5 3 11 14 18 21 17 16 24
Neev Initiation
Active presence
Passive presence

8. Organisations Explored
500 Outlets
2000 TGMs
Activities
Tata Group companies Explored
Finance Partners
Partner Organisations

9. Infrastructure Presence
State Dists
Total
Taluks
Taluk
Rural
TSM TGM
Rural
outlet
NDRM NSE RBC
AP 21 1118 515 2 422 42 17 12 7
UP 68 293 209 4 545 138 63 74 17
Bih 35 533 389 2 585 83 34 19 9
Raj 33 241 169 3 563 72 32 27 10
MP 47 316 239 3 742 79 45 31 11
Mah 34 355 277 5 770 90 35 39 11
Total 238 2856 1798 19 3627 504 226 202 65
TGM – Tata Gram Mitra – Generate leads (10 to 15 TGM per dist)
TKM – Tata Kisan Mitra, Manage rural outlets . (2 to 3 TKM per district)
NDRM - Neev District Retail Manager. 1 per district, manages rural infra of the district .
Neev SE – Rural sales executive to convert leads generated by TGM
RBC – Rural Business Coordinator – 1 per dealer.

10. 2%
4%
10% 10% 10% 11%
19%
21% 21%
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
Key highlights
• Generate approx 60000 leads every month.
• Sold more than 35000+ vehicles till date.
• Neev presence only in 63% of geographies.
Volume Performance
States Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
AP 215 319 712 729 573 682 1147 1132 543
TN 27 235 308 236 239
UP 69 372 1210 1452 1202 1597 2290 1818 1227
Bih 265 1494 1448 1099
Raj 140 1088 1140 741
MP 256 1994 1896 1072
Mah 192 1668 1434 1048
Total 311 926 2230 2417 2014 3132 9681 8868 5730
Contribution 2% 4% 10% 10% 9% 11% 19% 21% 21%
2011-12 2012-13
Contribution to Sale

11. Proposed States for Wave - 3 expansion
Wave 1 Wave 2 Wave 3 Wave 4
Volumes 5800 23000 35000 48000
TGM Nos 1000 3800 4800 6000
Outlets 350 500 700 1000

12. This channel continues to drive volume through “Inclusive” growth with tremendous social
impact at the ground level
“I worked as a tractor agent
earning 5000 in 2-3 months.
After joining this prog I earn
a salary and an average
incentive of 5000.. This is
like a dream come true for
me
– Anil Mishra, TKM - Satna
“I am buying this vehicle
for my son who has
completed his matric and
is unemployed currently.”
– Magic IRIS Customer,
Mahakali Motors, Purnia,
Bihar,
“I have a strong belief in
the TATA brand. When
they approached me, I
was convinced. This
vehicle will supplement
the income from my
existing business” –
Magic Customer,
Mahakali Motors,
Purnia, Bihar,
“I am a teacher in school
and used to earn Rs.
2000-3000. Neev has
helped me to earn better
than my regular
profession and I would
like to continue my work
as a TGM”
- Rajmal Darji , TGM,
Chittaurgarh
We have given employment opportunity to more than 40000 rural folks till date
The social aspect of Rural allows
multiple stakeholders to unlock
significant value via Project
NEEV
Channel partners
4000 Active members
Customers
More than 22K retails

13. Project NEEV has been recognized in various forums
Winners in Tata Innovista 2012 – Mumbai Region
“Innovators Trophy” in Innovision Wave 3.0 - 2012
Winners in Tata Innovista 2011 – Mumbai Region
Best Long Term Rural Communication for more than two years
Awards on “INNOVATION”
Awards on Excellence in Rural Marketing
Best CSR by a Brand
Creative Awards, - Innovative Communication Tool

14. Mission Mangalam – An Initiative by Government of Gujarat
 The objective is to Empower the Poor by Organizing them into Self Help Groups
 Formation of SHG will ensure that all the poverty eradication and social welfare
programs would reach out to the entire cross-section of people within the BPL and
marginal APL category
 Empowering poor women by forming Sakhi Mandals
 Gujarat Livelihood Promotion Company Limited (GLPC) was formed in April 2010 to
implement Mission Mangalam
 During Vibrant Gujarat Global Investor's Summit – 2011, 32 companies and 25
institutions have signed MoUs with GLPC
 GLPC Signed MOU with Tata Motors on 13th Jan 2011 regarding strengthening the
rural transportation system engaging SHGs.
Background

16. Thank You