New Delhi, March 23, 2015 (News Team): Usha International Ltd. was felicitated with the gold award in the ‘Last Mile Distribution Initiative of the year’ category at the 6th Annual Flame Awards 2015 hosted by the Rural Marketing Association of India. This award is in recognition of the company’s rural marketing initiative to extend their footprint into small towns and villages. The company set up its rural business in April 2013 and named it ‘Project Sampark’. This is an extension of the company’s distribution network into towns with population of less than 1 lakh and all of India’s villages. With 69% of India’s 1.2 Billion population based out of rural areas, Usha is looking at establishing its footprint to over 8000 towns and 6.4 Lakh villages.
Commenting on the award, Dinesh Chhabra, CEO Usha International Ltd stated “It is indeed a great honour to receive this award and to be recognised for our work in the rural villages. Through Project Sampark we have reached out to over 400,000 households. In the next one year we plan to conduct over 2000 rural haats and participate in various school and society activations to reach out directly to 10 lakh rural customers. We also plan to appoint over 3600 dealers by the end of March 2016. This initiative has helped deep-root our brand in remote markets and consolidate our footing.”
A specialised team of ‘Rural Business Officers’ have been appointed to do an in-depth study of the rural markets and set up a network of Dealers’ for all of Usha’s product lines, viz. Fans, Sewing Machines, Home Appliances and Pumpsets. This team is actively engaged in promoting Usha’s products by strategically tying up with other companies and by engaging with the consumers by demonstrating and displaying Usha products at local mandis or ‘Haats’. Through market activations in village haats the company is looking at intensive rural market development to increase brand penetration.