PRESENTED BY :

SUNIL SINGH BAGHEL

VINEET SINGH
PRATEEK THAKUR
MOHIT MALVIYA
NAMRATA BAJPAI
 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”

 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.
 OBJECTIVE
 Improve productivity
 Higher returns
 Improved cost benefit ratio
 Offers crop advisory services
 Soil and water testing services
 Buy back of output
 Crop finance
 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.
 NEED GAP ANALYSIS

• Need to educate

• Potential in rural areas

• Untapped market

• Rising incomes
• Few players in rural

• People are loyal towards the brand

• Inappropriate information flow

• Media dark

• Availability of products
 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,
 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.
 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.
 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.
 4 Ps OF RURAL
MARKETING
Every Product and promotion, which is a hit in cities , might not
work in rural areas

Product Price

Promotion
Place
 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.
 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.
 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.
Pricing Strategies
• Large Volume –low margin.
• Overall Efficiency And passing on benefits
to consumers.
• low cost/ value for money product
• Low volume-low price.
 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.
 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.
 4 As of Rural Marketing Mix
• Affordability
• Availability
• Awareness
• Acceptability
 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