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PRESENTATION ON RURAL

MARKETING

BY

BIJNOUR GROUP

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Store profile

Store manager: - Mr. Anup Kumar Athaya

Store: - Khushali Bazaar, Bijnor

Parent Company: - Triveni Retail Venture RetailLtd

Scope of the Company: - Agri Business Division

No. of Hub: - 42

Area: - UP and Uttranchal

Head Quarter: - Noida

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Company Profile:

"Triveni Khushali Bazaar" is a pioneering effort ofTriveni Engineering Industries Ltd.

To revolutionalise the rural and semi urban retailsector in India.

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Our Mission is to give latest products at the bestprices and quality to the customers of semi-urbanand rural region. We thrive to bridge the gapbetween big cities and small towns by reducing the

dependency on the cities for our customersimmediate needs and thereby empowering semiurban and rural India with wider choice mainly byfollowing the concept of 4 A's.Awareness

AffordabilityAvailabilityAccessibility

MISSION

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VALUES TKB's value proposition is superior customer service, assured quality, fair

prices, speedy transactions and a clean, safe and friendly environmentwhich provides the Customer a good buying experience.TKB aims toprovide value to its customers through a vast array of strategic tie-ups withinstitutions across, private and public sectors.

LeadershipWe will be a leader in every aspect of our business and in developing ourteam leadership skills at every level; in our management performance; inthe way we design, build and support our products; and in our financialresults.

IntegrityWe will always take the high road by practicing the highest ethicalstandards, and by honoring our commitments. We will take personalresponsibility for our actions, and treat everyone fairly with trust and

respect. QualityWe will strive for continuous quality improvement in all that we do, so thatwe will rank among the world's premier retail firms in Customer, Employeeand Community satisfaction.

Customer SatisfactionSatisfied customers are essential to our success. We will achieve totalcustomer satisfaction by understanding what the customer wants and

delivering it flawlessly.

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Business Initiatives

Currently Khushali bazaar has a total of 42 stores. The business has been dividedinto 3 verticals, namely

Agri Products and ServicesSeeds, fertilizers, Plant Protection Chemicals, Animal Feed & Nutrients, BuildingMaterials, Farm Machinery and Equipment. Socio- Economic Activities, Soil & WaterTesting Facilities, Farm Advisory Services & Credit to farmers (KCC).

Consumer Products and DurablesFMCG, Groceries, Consumer Durables, Imitation Jewellery, Apparel, ColourCosmetics, Toys, Crockery, Kitchen Appliances, Electrical Items, Home Furnishing,Stationery, etc.

Financial ServicesTriveni Retail Ventures Limited has partnerships with Reliance Money & Max NewYork Life Insurance Co. to provide Life Insurance, General Insurance, Mutual funds,Co. F.D.'s, Demat facilities to mention a few.

Leveraging the growing sales at these stores, we would intend to aggressively

expand our network. In line with our extensive focus on consumer & aspirationalproducts, we have recently refurbished our major stores. We thrive to have morestores in UP and Uttarakhand region and subsequently the other states in NorthIndia. In the near future we will be launching stores at Meerut, Moradabad, Aligarh,

Agra and Bareilly.

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70% consumer are from Semi Urban area and 30%

consumer are from Rural area who visit to this Rural Mall.

30%

70%

Rural ons um er

Semi Urban

consumer

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The Main focus of the rural mall is to cater the consumer product including

household kitchen, grocery, cloths, and fashion items. The other major part of

the product is agriculture based product like seeds, fertilizers, insecticides etc

Product vailability

g ri b a s e dp r o d u c t s

o n s u m e r

r o d u c t s

i n a n c i a le r ic e s

g ri b a s e d

p r o d u c t s

o n s u m e r

r o d u c t s

in a n c ia l e r ic e s

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For promotion they are using field staff in a major way along with door

to door campaign and ricksaw campaign

Promotion Strategy

oor to doorampaign

ews paper

6

icksawcampaign

oarding

Field taff

oor to door

ampaign

ews paper

icksaw campaign

oarding

Field taff

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As far observation we found 20 rural people % of the people said that

rural mall is very expensive. 0% of the people said that the price of

products in rural mall are of moderate in nature. 5% people said that

they not aware of price regarding product of rural mall.

Views about the Price of the Product

e ry

x p e n s i v e

%

Ex p e n s i v e

%Mo d e r a t e

0%

Do n t n o w

5%Ve ry Ex p e n s i v e

Ex p e n s i v e

Mo d e r a t e

Do n t n o w

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Rural peoples view about

Khushali Bazar . All the necessary things which are mostly used in home available in oneroof.

2. Their services regarding to the customers are very good they give veryfast service.

3. Cleanliness of the mall is more attract the people.

4. Offers are given by mall attract people. They give many offers like:- Towels 99Rs per Kg.

Holis offers 2kg sugar free on 000Rs shopping

5. People also attract by some other offers which are given by mall like penfree with Horlicks, one cup free with 200gm Coffee etc.

. People are also attracted by the quality which is kept in mall.

7. Some people to go there to maintain their society and status. . Availability of product is good in this mall they kept branded as well as

none branded product also.

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