ITC Chaupal Bazaar, Tata Kisan Sansar, Hariyali Kisan Bazaar, and Godrej Aadhaar are initiatives aimed at revolutionizing rural marketing in India. They provide farmers with access to information, inputs, financing, market linkages, and other services through rural kiosks and stores. The programs install internet-enabled computers in villages, offer agricultural advice and prices to farmers, and link them directly with procurement centers. This helps empower farmers, improve their productivity and incomes, and promotes inclusive rural development.
To provide the farmer with a package of inputs and services for optimum utilization of balanced primary nutrients; plant protection chemicals; water; seeds; post-harvest services; and to develop a genuine partnership with the farm.
The Tata Kisan Sansar (TKS), set up by private company Tata Chemicals, are a network of farmer centres that provide extension services to help farmers and cultivators in North India. The TKS aims to be a one-stop resource centre, offering a wide range of agricultural services, products, information, and training. The centres particularly aim to facilitate access to technology and information for precision farming.
Presentation talks about the consumer of rural India, facts and figure of rural India, their buying behavior, and also factors affecting decision making process and many more.
To provide the farmer with a package of inputs and services for optimum utilization of balanced primary nutrients; plant protection chemicals; water; seeds; post-harvest services; and to develop a genuine partnership with the farm.
The Tata Kisan Sansar (TKS), set up by private company Tata Chemicals, are a network of farmer centres that provide extension services to help farmers and cultivators in North India. The TKS aims to be a one-stop resource centre, offering a wide range of agricultural services, products, information, and training. The centres particularly aim to facilitate access to technology and information for precision farming.
Presentation talks about the consumer of rural India, facts and figure of rural India, their buying behavior, and also factors affecting decision making process and many more.
“Retailing includes all activities involved in selling goods or services directly to final consumers for personal , non business use.” - Philip Kotler
70% population lives in villages
About 6 lakh villages are in India
Rural retail are growing @7%
A real source of energy
Hub of raw materials
This explains the usage of the 4A framework of marketing to identify the challenges of rural markets and helps in providing strategic solutions to overcome these challenges.
A brief presentation on the analysis of Rural Entrepreneurship from various sectors. Includes a few Rural Entrepreneurship Projects already operating in India.
“Retailing includes all activities involved in selling goods or services directly to final consumers for personal , non business use.” - Philip Kotler
70% population lives in villages
About 6 lakh villages are in India
Rural retail are growing @7%
A real source of energy
Hub of raw materials
This explains the usage of the 4A framework of marketing to identify the challenges of rural markets and helps in providing strategic solutions to overcome these challenges.
A brief presentation on the analysis of Rural Entrepreneurship from various sectors. Includes a few Rural Entrepreneurship Projects already operating in India.
This presentation gives details about the Rural Retail Initiative called Hariyali Kisaan Bazaar right from the thought of inception till how it became a successful venture in India.
Hariyali Kisaan Bazaar - Rural Marketing (Retailing) in IndiaArjun Parekh
Hariyali Kisaan Bazaar case serves as an excellent case study to understand how Retail works in Rural India. It throws light on Rural Consumerism, Retailing in Rural Markets of India, etc.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
3. E-Choupal is an initiative of ITC Limited “Indian Tobacco
Company” , a conglomerate in India, to link directly with
rural farmers via the Internet for procurement of
agricultural and aquaculture products like soybeans,
wheat, coffee, prawns.
The E-Choupal system was introduced by ITC in June 2000.
Over 6500 chaupals serving over 4 million farmers and
villagers across 40,000 villages.
The programme installs computers with Internet access
in rural areas of India to offer farmers up-to-date marketing
and agricultural information.
3
What is ITC E-Chaupal?
Rural Marketing
5. How does E-Chaupal work?
ITC Limited kiosk with Internet
access
- Run by Sanchalak – one trained
farmer
- Computer housed in the
Sanchalak’s house
- Each installation serves an
average of 600 farmers in the
surrounding ten villages within
about a 5 km radius.
Warehousing Hub with Internet
access
- Managed by middleman,
Samyojak
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7. Digital Transformation
- Information on best farming practices
- Weather forecast in local language
- Discovering the best price for their quality of produce
Credit and Insurance
- Providing non-cash loans for farm inputs
- Loans to Sanchalak
- Direct loans to farmers
- Insurance and risk management services
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Benefits of E-Chaupal
Rural Marketing
8. Local Leadership development
- Involvement of farmers in content creation
- Participation ensures provision of adequate and
decipherable information
- Improvement in economic conditions
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9. 9
E-Chaupal Roadmap
ITC plans to provide rural marketing research services
and health advisories
Best of the class retailing and shopping experiences
through ‘Choupal Sagar’ which houses—a procurement
centre, retail store, food court, farmer facility centre and
healthcare clinic.
To extend reliable and quality healthcare services to the
remotest villages
Currently piloting delivery of quality education services
to the rural areas
Rural Marketing
10. The Tata Kisan Sansar (TKS) network is playing a
significant role in the Khet-Se initiative by packaging
services that offer better solutions to farmers.
Tata Kisan Kendra (TKK) which was setup in 1988 as a
one-stop shop for fulfilling the Indian farmer's
requirements
2002 the TKKs were rebranded as TKS
More than 800 centres
More than one lakh farmers in 25,000 villages receive
benefits through TKS
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Tata Kisan Sansar
Rural Marketing
11. Khet-Se was really born out of an exercise that we did to
pinpoint the farmers’ pain points
Value addition in 3-4 areas: teach the farmer how to grow
better crops; help him deal better with post-harvest
issues; reduce crop damage in transit; and feed the
produce better to wholesalers
Khet-Se sources directly from farmers and deliver directly
to retailers
Retailers- Walmart India, Reliance Fresh & Star Bazaar.
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Khet Se
Rural Marketing
13. 13
Inputs: TKS centres provide
generic as well as store brands of:
Fertilisers: Urea, DAP, MOP, NPK, etc
Specialty
fertilisers:
Zinc sulphate, boron, micronutrients, calcium
nitrate, organics, water soluble fertilisers
Seeds: Field crops, vegetable crops
Pesticides: Entire range
Cattlefeed
Farm
implements
Training: In nutrient and pest management
Rural Marketing
14. Tata Kisan Sansar Parivar membership is a paid value-
added service
TKS is building relationships with the farmers
Tata Kisan Sansar Parivar members are provided
customised training and accident insurance for the
member and his family
The Tata Kisan Sansar Parivar membership currently
stands at about 40,000 plus
1
4
Tata Kisan Sansar Parivar: Building
strong relationships
Rural Marketing
16. Hariyali Kisaan Bazaar
“Hariyali” means “Greenery” in Hindi
It signifies “Prosperity in Agriculture”
“Kisaan Bazaar” means “Farmer’s market”
Hariyali Concept
The business is designed to unlock the latent opportunity in rural
markets facilitating inclusive growth
17. Vision and Mission
VISION
To be the leading and trusted
Rural Products and Services Enterprise
MISSION
We are committed to
improving the quality of life in Rural India
by providing superior products and services
and efficient sourcing of quality agricultural produce
18. Introduction
• Hariyali Kisaan Bazaar aims at providing end-to-end
ground level support to the Indian farmer for improving
their productivity and profitability.
• It aims at creating a positive impact in bringing a
qualitative change and revolutionizing the farming sector.
• The large-format HKB outlets range between 10,000 and
15,000 square feet, while the smaller format is in the 3,000-
6,000 square feet range.
19. • Hariyali Kisaan Bazaar aims at providing end-to-end
ground level support to the Indian farmer for improving
their productivity and profitability.
• It aims at creating a positive impact in bringing a
qualitative change and revolutionizing the farming sector.
• The large-format HKB outlets range between 10,000 and
15,000 square feet, while the smaller format is in the 3,000-
6,000 square feet range.
20. Formats
Center
• A model rural hub located near
large rural highways
• Focused on all retail and agri
businesses
• Format that encompasses Agri-
services, One-stop-retail-shop,
Sourcing, Banking services, Fuel
station and Recreation areas
• Spread over owned 4 acre
campus
• Retail space of 15-20K sqft.
Store
• Located in the marketplace of
small towns
• Focused mainly on retail
businesses
• Convenience format
encompassing agri-services and
retail of select categories
• Compact space of 4K-5K sq. ft
retailing agri-inputs and FMCG
23. Hariyali’s alignment with objectives
of Inclusive growth
• Investment in Rural Infrastructure
• Improving farmer’s productivity & profitability
• Access to information & Use of IT
• A Sustainable model for Public-Private
partnership
24. Benefits to the Farmers
• Relevant Agri technology
• Agri-Inputs
• Market Linkages
• Medical facility
• Warehousing & Commodity exchanges
• Household Goods
• Financial Services
• Other Products and Services
27. Godrej Aadhaar
• Godrej Aadhaar is a program of Godrej Agrovet for rural
India with its motto as - “Khushiyon ka, Khushhali ka”.
• Focuses on retail distribution of agricultural and consumer
products.
• Aadhaar is positioned as a rural supermarket and has 47
stores.
• Aadhaar has presence across 8 states.
27Rural Marketing
28. What Aadhar does?
• Helps farmer to choose the right agricultural inputs.
• To lower input costs and achieve better yields.
• Aadhaar provides assistance to the farmers at every critical
stage of cultivation
• Offers crop advisory services
• Soil and Water testing services.
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29. Working Model
• Each Aadhaar outlet services around 20 villages in its radius.
• Aadhaar has a team of qualified Agronomists.
• Agronomists interacts with farmers on a daily basis
• Agronomists travel to the interior of the village to educate
them about the farm.
2Rural Marketing
31. Aadhaar Services
• These centres provide valuable technical guidance, soil
& water testing services.
• They also retail quality products of leading companies.
• Aadhaar centres also a 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-to-Door delivery of products among other things
to farmers, it’s a complete solution under one roof.
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32. Future
• Planning to set up at least 1000 stores across Rural India in
next five years.
• The company will invest an estimated Rs 750 crores.
• Mini Petrol Pumps
• Roping in corporates to partner in the venture.
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