Murugappas launch first branded agri-retail store in India
CHENNAI-based Murugappa Group, which has major interests in the rural economy segment — sugar, farm inputs and biotech — is gearing to cater to the needs of farmers through its recently-launched branded agri-retail venture. With rural marketing accounting for the lion’s share of its consumer business, this move by the $1.6-billion group with myriad interests, is seen as a critical component of its strategy in this segment. The group has opened its first branded agri-retail store, Mana Gromor, in
“We have been planning to enter the rural business for a while. Our aim is to reach out to as many farmers as possible. Our strategy is to use the group’s strengths to gain a significant foothold in Andhra Pradesh. If this model succeeds, we will enter other parts of the country as well,” Coramandel Fertilisers managing director V Ravichandran told ET. To start with, the company will
open 20 Mana Gromor stores during the next six months in Andhra Pradesh. These stores will be scaled up to 100 covering Tamil Nadu, Karnataka and
Each store will cost about Rs 25 lakh and will occupy an area of 2,000-2,500 sq ft. It is designed to service the requirements of about 5,000-6,000 farmers living in 50 surrounding villages, he added. Apart from selling agri-inputs like fertilisers, brands of group companies as well as other brands, Mr Ravichandran said the retail store would offer training to farmers on soil conditioning, water management, crop timing and optimum input use. The store will display commodity prices for the benefit of farmers.
Each store will be equipped with a mobile testing laboratory to analyse soil samples collected by trained personnel from fields. The stores will also sell insurance products of group subsidiary Cholamandalam, Parryware sanitaryware and cosmetics. The stores will also have attached ATMs.
bindu.menon@timesgroup.com
FARM FORAY
• Murugappa Group will open 20 Mana Gromor stores in AP over six months, to be scaled up to 100 covering Tamil Nadu, Karnataka and Maharashtra if the model succeeds
• Each store will cost about Rs 25 lakh and will occupy an area of 2,000-2,500 sq ft. It is designed to service the requirements of about 5,000-6,000 farmers living in 50 surrounding villages
• Each store will be equipped with a mobile testing laboratory to analyse soil samples
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