12-11-2012, 06:04 PM
Shakti-Unleashing The Potential of Rural India
Rural Retailing.ppt revised.ppt (Size: 760 KB / Downloads: 185)
EVOLUTION
With 70 % Indians living in Rural Areas, It gives an opportunity to the Business houses like HUL to unleash the untapped market.
HUL came up with Project Shakti in December 2000 in a district called Nalgonda in Southern India state of Andhra Pradesh
The idea inspired by a social objective wherein they found how social goals helped them meeting business goals.
OBJECTIVE OF PROJECT SHAKTI
The objective was :
To increase company’s rural distribution reach
To create income-generating capabilities for underprivileged rural women by providing a small-scale enterprise opportunity
To improve rural living standards through health and hygiene awareness.
The Shakti network at the end of 2008 was 45,000 Ammas covering 100,000+ villages across 15 states reaching 3 m homes. The long term aim of the company is to have 100,000 Ammas covering 500,000 villages and reaching 600 million people
WORKING OF THE MODEL
The company provides selfhelp group women with training in selling, commercial knowledge and bookkeeping, teaching them to become fully-fledged microentrepreneurs
They started with appointing one lady naming her as SHAKTI AMMA in each village which they generally selected from Anganwadi team who catered to the HUL products distribution in the village & in satellite areas.
The products are sold door-to-door or through petty shops at home.
SHAKTIMAAN:
He is the male counterpart of Shakti amma.
Each village has a Shaktimaan who stocks the HUL products and distributes products to the child parties of that village along with a satellite village.
Each Shaktimaan has 15 child parties under him.
Shaktimaan can add one more village other than the one allotted to him in case the other village is a satellite village.
He is supplied by the company’s appointed salesperson.
SHAKTI VANI-PROMOTIONAL STRATEGY
Social(health and hygiene and women’s empowerment) communication is anchored on brands
Village women are recruited as Vanis and trained to communicate
Vani audience: key opinion leaders, schools, SHG meetings , other village gatherings
They help build brands in rural India on the basis of 1 on 1 interaction
Specially designed communication material is used like:
easy-to-carry kit: flip-charts, leave-behind posters, banners
Content developed after in-depth understanding of local context which
serves as a rural communication vehicle and helps the SA in their sales
DISTRIBUTION NETWORK
Each Salesperson is assigned an area like in our case, Rawali road, Modi nagar, Pipeline etc
Around 14-15 villages are allotted to each salesperson
Frequency of supply: 2-3 times in a month
In case of salespersons, payment is on cash basis while in case of Shaktimaan credit is available
In Surana village, products other than HUL like Nestle’s My First Cup were sourced by the child parties from the wholesalers present at the nearest town, Muradnagar