case study on rural retailing

8/7/2019 Case study on rural retailing

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Submitted to;-Prof. Rachita Jayswal

V.M.P.I.MGanpat university

Submitted by:-Joshi Mitesh B.

MBA-IV(marketing)

Roll, no- 09


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` Innovation in retailing, Chaupal sagar, a rural

hypermarket can be a typical urban mall selling at

cheaper rates as compared to traditional stores

elsewhere, and cater to the needs of ruralcustomer.


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` ITC soft launched its first rural hypermarket called

Chaupal sagar at rafiqgunj village, Madyapradesh in

2004.

` ITC plans to open about 50 stores across theMadhyapradesh and uttarpradesh.

` Setting up the mall next to the warehouse, mall store

things of daily needs from soaps, oil, glocery, clothes,

pumps, agri-inputs etc,` sell this things at cheaper rate compared to traditional

stores.


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` ITC provides the facilities like

Tied up with BPCL.

Primary health facilities.

Veterinary doctor and artificial insemination Bank. Banking facilities and ATM facilities.

Soil-testing facility

entertainment area with video games and swings

insurance company office Training facility for farmer on improved modern farm

technologies.


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` Trading operation will be on the line of e- chaupal.

` 25-30 E-chaupal makes the one chaupal sagar.

` They are providing the information related to the weather and

market price of the different product produced by the farmers.

` Samyojaks operates the chaupal sagar.

` In chaupal sagar national brands like Marico, LG, Philips,

Eveready, ITCs apparels, TVS bikes and Eicher tractors.

` They are organizing the melas for attracting the suburban

crowds.

` Chaupal sagar is located next to the warehouse so that after

unloading the crop farmer go for shopping with their family.


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Chaupal sagar started the Mall near to the ware house and providing the

different product to the farmer.

DCM is planning to tap the opportunities, with plans to open up 30

stores in rural area in north India over the next two years. Local sugar cooperatives in rural maharastra have opened smaller

supermarket which provides the product cheaper than then kirana shop.

HPCLs venture called Apna pump located in the highway and run by

rural enterepreneur.

BPCL has also started rural retail outlates with its Hariyali kissan

Bazzar in uttarpradesh.


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` E-chaupal is handled by the sanchalak who is the local

traders.

` In rural, difficult to get professionally trained and educated

employee.

` The person working in the mall should be the native so that

they can easily convince the rural people.

` The person working in the mall must aware of the

consumption patter of the rural people.


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case study on rural retailing

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