Godrej aadhar


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  • * 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
  • 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…
  • 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.
  • Godrej aadhar

    2. 2. COMPANY PROFILE <ul><li>Godrej Agrovet is a subsidiary of Godrej Industries Ltd. </li></ul><ul><li>GIL holds 57% share of Godrej Agrovet. </li></ul><ul><li>Godrej Aadhaar is a program of Godrej Agrovet for rural India with its motto as - </li></ul><ul><li> “ Khushiyon ka, Khushhali ka” </li></ul>
    3. 3. INTRODUCTION <ul><li>Offers great value proposition </li></ul><ul><li>“ Unnati Ghar Sansaar and Gaon” </li></ul><ul><li>Multi category retail service and retail outlet </li></ul><ul><li>Started in December 2003 in Manchar, Pune District. </li></ul><ul><li>Aadhaar Centres - Maharashtra, Gujarat, Punjab, Haryana, Andhra Pradesh, Tamil Nadu, Orissa and West Bengal. </li></ul>
    4. 4. OBJECTIVE <ul><li>Improve productivity </li></ul><ul><li>Higher returns </li></ul><ul><li>Improved cost benefit ratio </li></ul><ul><li>Offers crop advisory services </li></ul><ul><li>Soil and water testing services </li></ul><ul><li>Buy back of output </li></ul><ul><li>Crop finance </li></ul>
    5. 5. WORKING PROFILE <ul><li>It services around 20 villages in its radius. </li></ul><ul><li>Team of qualified Agronomists who interacts with farmers on a daily basis </li></ul><ul><li>Educate the farmers on farm practices. </li></ul><ul><li>Better productivity. </li></ul>
    6. 6. NEED GAP ANALYSIS <ul><li>Need to educate </li></ul><ul><li>Potential in rural areas </li></ul><ul><li>Untapped market </li></ul><ul><li>Rising incomes </li></ul>
    7. 7. <ul><li>Few players in rural </li></ul><ul><li>People are loyal towards the brand </li></ul><ul><li>Inappropriate information flow </li></ul><ul><li>Media dark </li></ul><ul><li>Availability of products </li></ul>
    8. 8. OPPORTUNITIES.. <ul><li>3 times more families lives in Rural India, </li></ul><ul><li>Rural India has a large consuming class with 41 </li></ul><ul><li>per cent of India's middle-class and 58 per cent of the total disposable income. </li></ul><ul><li>There purchasing power is increasing, </li></ul><ul><li>Exposure and increase in literacy rates will open </li></ul><ul><li>market further, </li></ul><ul><li>Govt. focus on agricultural policies will increase in rural earning, </li></ul><ul><li>Population is becoming brand conscious, </li></ul>
    9. 9. OPPORTUNITIES <ul><li>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. </li></ul>
    10. 10. OPPORTUNITIES… <ul><li>Social Indicators have improved a lot between 1981 and 2001 - Number of &quot;pucca&quot; houses doubled from 22% to 41% and &quot;kuccha&quot; houses halved (41% to 23%) - Percentage of BPL families declined from 46% to 27% - Rural Literacy level improved from 36% to 59% </li></ul><ul><li>Low penetration rates in rural so there are many marketing opportunities. </li></ul>
    11. 11. CHALLENGES <ul><li>Initial cost to penetrate such a vast market is very high </li></ul><ul><li>Increasing costs of land </li></ul><ul><li>Pace of expansion </li></ul><ul><li>High operating cost </li></ul><ul><li>Low margin on agri-inputs </li></ul><ul><li>Many languages and communities. </li></ul>
    12. 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. 13. GODERJ AADHAR- PRODUCT’S <ul><li>Product for rural market must be built or modified to suit the lifestyle and needs of the rural consumers </li></ul><ul><li>These centres provide valuable technical guidance, soil & water testing services. </li></ul><ul><li>They also retail quality products of leading companies. </li></ul><ul><li>Aadhaar centres also facilitate credit to farmers and provide a platform to sell their produce. ; buy back of output, crop finance </li></ul><ul><li>Supply of agri-inputs and animal feeds </li></ul><ul><li>Transfer of information (weather, price, and demand supply) </li></ul><ul><li>Door delivery of products among other things </li></ul><ul><li>To farmers, it’s a complete solution under one roof. </li></ul>
    14. 14. Continued.. <ul><li>ON THE BASIS OF FEED BACK THEY HAVE ALSO DEVELOP </li></ul><ul><li>Basic food </li></ul><ul><li>Grocery </li></ul><ul><li>Apparel </li></ul><ul><li>footwear to furniture </li></ul><ul><li>Kitchenware </li></ul><ul><li>home appliances </li></ul><ul><li>value-added services including Banking service. </li></ul>
    15. 15. Price <ul><li>The villagers due to their limited resources are very price sensitive by nature. </li></ul><ul><li>Some retailers in the interior village charge more than the MRP. </li></ul><ul><li>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. </li></ul>
    16. 16. <ul><li>Pricing Strategies </li></ul><ul><li>Large Volume –low margin. </li></ul><ul><li>Overall Efficiency And passing on benefits to consumers. </li></ul><ul><li>low cost/ value for money product </li></ul><ul><li>Low volume-low price. </li></ul>
    17. 17. PLACE <ul><li>Godrej Aadhar chain seeks to empower the farmer by setting up centers which provide all encompassing solutions to the farmers under one roof. </li></ul><ul><li>Direct contact with the rural consumer. </li></ul><ul><li>Multipurpose distribution center. </li></ul>
    18. 18. PROMOTION <ul><li>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. </li></ul><ul><li>High reach High frequency- jeep based advertisement, wall painting and bus stand & bus panels. </li></ul><ul><li>Direct to home. </li></ul>
    19. 19. 4 As of Rural Marketing Mix <ul><li>Affordability </li></ul><ul><li>Availability </li></ul><ul><li>Awareness </li></ul><ul><li>Acceptability </li></ul>
    20. 20. LEARNINGS <ul><li>Definitely there is lot of money in rural India. </li></ul><ul><li>But there are hindrances at the same time. </li></ul><ul><li>The greatest hindrance is that the rural market is still evolving and there is no set format to understand consumer behavior. </li></ul><ul><li>Lot of study is still to be conducted in order to understand the rural consumer. </li></ul><ul><li>Demonstration of product </li></ul>