abhishreshthaa
New member
While it is necessary to formulate specific strategies for distribution in rural areas, the characteristics of the product - whether it is consumable or durable, the life of the product and other factors have to be kept in mind.
1. Coverage of Villages with 2000 & Above Population: Coverage of villages with up to 2000 and above population could be the break even point for a distribution setup. By doing so the percentage of villages covered comes to only 10% of all the villages but the rural population covered will be substantial.
2. Use of Co-operative Societies: Co-operatives have an arrangement for centralized procurement and distribution through their respective state level federation. Such state level federations can be motivated to procure & distribute consumable items and low value items to the members of the society for selling to the rural consumers.
3. Utilization of Public Distributor System: The PDS in the country is fairly well organized, whose effective utilization should be explored by the manufacturing and marketing men. Its purpose is to make available essential commodities like food grains, sugar, kerosene etc. to the consumers at a reasonable price. Fair price shops are run by the state civil supplies corporation, co-operatives etc. Who have an arrangement for centralized for procurement and distribution?
4. Utilisation of Multipurpose Distribution Centres by Petroleum/Oil Companies: Petroleum/oil companies have evolved a concept of multipurpose distribution centres in rural areas. These outlets can be profitably used for selling consumable & durable items. In addition to petrol, diesel etc. fertilizers, seeds, etc. can be stocked at these outlets.
5. Distribution upto Feeder Markets/Mandi Towns: Keeping in view the hierarchy of markets for the rural consumers, the feeder markets and the mandi towns offer excellent scope for distribution. From the feeder towns and the mandi towns the stockist or the wholesaler can arrange for distribution to the village shops in the interior places.
6. Shandies/Haats/Jathras/Melas: These are the places where the consumers congregate as a rule. Shandies/Haats are held on a particular day every week, Jathras and Melas are held once or twice a year for longer durations, normally timed with religious festivals.
7. Agricultural Input Dealers: Fertilizers should be made available to the farmers within the range of about four to five km. from their residence, as per the essential commodities Act. There are about 2 lakh fertilizer dealers in the country both in co-operative & private sector. E.g. Varana-Nagar in Maharashtra, where sugar & milk co-operatives have totally changed the life styles of people. The supermarket in Varana-Nagar caters to exclusively to rural consumers.
1. Coverage of Villages with 2000 & Above Population: Coverage of villages with up to 2000 and above population could be the break even point for a distribution setup. By doing so the percentage of villages covered comes to only 10% of all the villages but the rural population covered will be substantial.
2. Use of Co-operative Societies: Co-operatives have an arrangement for centralized procurement and distribution through their respective state level federation. Such state level federations can be motivated to procure & distribute consumable items and low value items to the members of the society for selling to the rural consumers.
3. Utilization of Public Distributor System: The PDS in the country is fairly well organized, whose effective utilization should be explored by the manufacturing and marketing men. Its purpose is to make available essential commodities like food grains, sugar, kerosene etc. to the consumers at a reasonable price. Fair price shops are run by the state civil supplies corporation, co-operatives etc. Who have an arrangement for centralized for procurement and distribution?
4. Utilisation of Multipurpose Distribution Centres by Petroleum/Oil Companies: Petroleum/oil companies have evolved a concept of multipurpose distribution centres in rural areas. These outlets can be profitably used for selling consumable & durable items. In addition to petrol, diesel etc. fertilizers, seeds, etc. can be stocked at these outlets.
5. Distribution upto Feeder Markets/Mandi Towns: Keeping in view the hierarchy of markets for the rural consumers, the feeder markets and the mandi towns offer excellent scope for distribution. From the feeder towns and the mandi towns the stockist or the wholesaler can arrange for distribution to the village shops in the interior places.
6. Shandies/Haats/Jathras/Melas: These are the places where the consumers congregate as a rule. Shandies/Haats are held on a particular day every week, Jathras and Melas are held once or twice a year for longer durations, normally timed with religious festivals.
7. Agricultural Input Dealers: Fertilizers should be made available to the farmers within the range of about four to five km. from their residence, as per the essential commodities Act. There are about 2 lakh fertilizer dealers in the country both in co-operative & private sector. E.g. Varana-Nagar in Maharashtra, where sugar & milk co-operatives have totally changed the life styles of people. The supermarket in Varana-Nagar caters to exclusively to rural consumers.