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Aadhaar Khushiyon Ka, Khushhali Ka

RURAL/Sub-Urb SUPER-MARKET

Value Proposition Unnati

Ghar Sansaar

and Gaon
GROUP-6
Shafi GUPTA
Ankur PANDITA
Rachit GUPTA
Megha SHARMA
SurbhI GUPTA

Wanna Know About Aadhaar ???


Kindly Let us Introduce it

Industry- Multi- Category Retail Outlet &


Services(2003) & Agri-Services
Started in- December, 2003 in Manchar, Pune District
Type- Privately Held
Areas Served- Maharashtra, Gujarat, Punjab, Haryana,
Andhra Pradesh, Tamil Nadu, Orissa and West Bengal

OBJECTIVES: To enable
its products to reach the
farmers in the rural interiors
of the country at the right
price.

COALITION

IDENTICAL
CONVERSION

2003- Godrej Agrovet Aadhaar &


The Future Group shook hand for
Godrej Agrovet Aadhaar

2008- The Future Group


acquired Aadhaars 70%
Stakes

2015- The Future Group fully


acquired Aadhaar

Currently
known as
The Future
Groups
subsidiary

Aadhaar
Retail
Ltd.

GODREJ:

Godrej was established in


1897
Founder: Ardeshir Godrej,
lawyer-turned-serial
entrepreneur failed with a
few businesses initially.
Turnover: USD 4.1 billion.
Customers: 600 million
Indians, 1.1 billion
consumers globally across
its consumer goods, real
estate, appliances, Agri and
many other businesses.
Over 25 % of business is
done overseas.

THE FUTURE GROUP:

Headquartered in Mumbai
(Bombay),The Future
Groupoperates through.
10 million square feet of retail
space
Has over 1,000 stores
Present in 61 cities and 40 rural
locations in India
Employees over 30,000 people.
Some of the leading formats
operated by thecompany and
its subsidiaries include
Big Bazaar
Pantaloons
Food Bazaar
Central, Planet Sports
eZone, Aadhaar Retail
Brand Factory and Home Town

INT
RO
DU
CTI
ON

V
I
S
I
O
N
M
I
S
S
I

TO be the best Retail


Services provider
covering fully Indian
rural market

To set up over 1000


Aadhaars in the next 5 years
across the country

Offerings B
PRODUCT LINE:

SERVICES:

General
Merchandising

Valuable technical guidance, soil


& water testing services
Quality products of leading
companies
Facilitate credit to farmers and
provide a platform to sell their
produce, buy back of output, crop
finance
Supply of agri-inputs and animal
feeds
Transfer of information (weather,
price, and demand supply)
Door-to-Door delivery of products
among other things

Seg-Pos-Targ !!!
Segment: Rural retail supermarket
Geographical Area wise:
Rural Areas & Sub-Urban Areas
Plain Areas efficient in Agricultural activities at grand scale like
Punjab, Haryana, Maharashtra, Gujarat, WB, Odhisha etc.
(especially Northern Region)
Profession-wise: Farmers
Target Group: Rural and semi-urban households in India
Positioning: Focus on retail distribution of agricultural and
consumer products in rural and semi-urban India

USP:

Ability to touch the lives of the Indian farmers,


their families and their communities by offering great
value propositions , all under one roof

MARKETING - MIX
PRODUCTS:

Product for rural market must be


built or modified to suit the lifestyle
and needs of the rural consumers
Valuable technical guidance, soil &
water testing services
Aadhaar centres also facilitate
credit to farmers and provide a
platform to sell their produce, buy
back of output, crop finance
Supply of agri-inputs and animal
feeds
Transfer of information (weather,
price, and demand supply)
Door delivery of products among
other things

PRICE:

The villagers due to


their limited resources are very
price sensitive by nature. Some
retailers in the interior village
charge more than the MRP.

Pricing Strategies:

Large Volume Low Margin


Overall Efficiency and passing
on benefits to consumers
Low Cost/ Value for Money
Product
Low Volume -- Low Price

MARKETING - MIX Cont


PLACE:

Godrej Aadhaar chain seeks to


empower the farmer by setting
up centres which provide all
encompassing solutions to the
farmers under one roof.
Direct contact with the rural
consumer.
Multipurpose distribution centre.

PROMOTION:

High reach High frequency- jeep


based advertisement
Wall painting and bus stand &
bus panels
Direct to home.

Business Rivals

Big Bazaar, Subhiksha, Tata Agrico, Local


Provision Stores, Kendriya Bhandars and
Fertiliser Shops

Initially the stores were owned and operated by the


HOW DO THEY REACH???
company. But when Mr Kishore Biyanis Future Group
bought a major stake in the Venture in 2008, it
closed some outlets expanded through Franchisees.

In early 2012, it entered the cash-&-carry


business- Aadhaar Wholesale Market to sell to
wholesalers & Aadhaar Outlets.

Now it will expand mostly through Franchisees &


wholesalers to cope up the issue of tough
penetration into rural markets.

Think- Tank
NEED-GAP
ANALYSIS

Need to educate potential


in rural areas
Untapped market
Rising incomes
Few players in rural people
are loyal towards the brand
Inappropriate information
flow

CHALLENG
ES

Initial cost to penetrate


such a vast market is very
high
Increasing costs of land
Pace of expansion
High operating cost
Low margin on agri-inputs
Many languages and
communities

SWOT ANALYSIS
Strengths:
1. Offering more than
1500 SKUs across
broad product lines
like processed food,
personal care,
general merchandise,
appliances etc.
2. Also ventured into
Wholesale
market(cash and
carry format) to
provide cheaper
access of agricultural
inputs, food and
groceries to rural
Indian customer
3.Pioneer in
establishing
organised retail in
rural region in India
4. Strong brand
backing and efficient
operations

Opportunities:
Weaknesses:
Present only in a few
states compared to
retail giants
2. Lack of organised
retail sector in India
especially in rural
areas
3.Constant need to
implement innovative
rural marketing
strategies to gain
brand awareness

1. Size of rural
consumer goods
market in India
estimated to multiply
in the next few years
2. Government
investments made in
building rural
infrastructure such
as roads, electricity
etc. to serve as boon
for its growth
3.Lack of competition
in the rural
distribution model

Threats:
1. Weak rural
infrastructure existing
in the country
2.Lack of connectivity
of rural regions
severely raise
operating costs

Complete Journey
Journey Aadhaar
Aadhaar in
in Media
Media
Complete

On
On January
January 9,
9, 2006
2006 Godrej
Godrej Aadhaar,
Aadhaar, the
the rural
rural retail
retail initiative
initiative of
of Godrej
Godrej
Agrovet
Ltd.
launched
its
two
new
large
format
retail
stores
at
Agrovet Ltd. launched its two new large format retail stores at Mancher
Mancher &
&
Alephata
Alephata in
in the
the Pune
Pune
Godrej
Godrej Agrovet
Agrovet Aadhaar
Aadhaar plans
plans to
to expand
expand its
its rural
rural retail
retail initiative
initiative Aadhaar
Aadhaar
to
to at
at least
least 1,000
1,000 stores
stores across
across rural
rural India
India (Punjab
(Punjab &
& Haryana)
Haryana) in
in the
the next
next
five
years
in
Jan
2006
five years in Jan 2006
Godrej
Godrej Aadhaar
Aadhaar on
on Nov.
Nov. 21,
21, 2006,
2006, signed
signed an
an agreement
agreement with
with HPCL
HPCL to
to
establish
the
Aadhaar
express
establish the Aadhaar express
Godrej
Godrej Agrovet
Agrovet Limited
Limited has
has crossed
crossed a
a milestone
milestone by
by launching
launching its
its latest
latest
Aadhaar
Aadhaar outlet
outlet in
in Batala,
Batala, near
near Amritsar
Amritsar on
on June
June 18,
18, 2007
2007
Godrej
Godrej Aadhaar
Aadhaar to
to sell
sell Eicher
Eicher CVs
CVs in
in rural
rural market
market in
in
Sept.
2007
Sept. 2007
Biyanis
Biyanis Future
Future Group
Group picks
picks up
up 70%
70% stake
stake in
in Godrej
Godrej Aadhaar
Aadhaar in
in mid
mid of
of
March,
March, 2008
2008
Godrej
Godrej Aadhaar,
Aadhaar, the
the agri
agri services
services cum
cum retail
retail initiative
initiative of
of Godrej
Godrej Agrovet
Agrovet Ltd.,
Ltd.,
on
2012
on June
June 27,
27,
2012 announced
announced the
the launch
launch of
of its
its two
two new
new large
large format
format retail
retail
stores
stores in
in Gujarat.
Gujarat.
Diversified
Diversified agri-business
agri-business company
company Godrej
Godrej Agrovet
Agrovet Aadhaar
Aadhaar is
is expecting
expecting a
a 15
15 per
per
cent
growth
in
turnover,
which
was
Rs
1,600
Crore
last
year,
in
FY
11
(July
7,
2010)
cent growth in turnover, which was Rs 1,600 Crore last year, in FY 11 (July 7, 2010)
Future
Future Consumer
Consumer Enterprise
Enterprise fully
fully acquires
acquires Aadhaar
Aadhaar Wholesale
Wholesale on
on Monday,
Monday, February
February
22,
22, 2015
2015

ANNUAL REPORT-> 20132014

The

SPECIAL EVENT

Future Group took over Aadhaar fully in Feb,


2015

Future Consumer Enterprise, part of Kishore Biyani-led Future Group, has fully
acquired Aadhaar Wholesale Trading and Distribution by buying 30% equity stake
from Godrej Agrovet and Anamudi Real Estates LLP.

Prior to the deal, Aadhaar was a joint venture (JV) between the Future Group and
Godrej Agrovet Ltd. The Future Group owned 70% stake in the company in 2008.

In a BSE filing, Future Consumer Enterprise Ltd said: "It has issued and allotted
an aggregate of 4,59,18,367 equity shares of the company to Godrej Agrovet Ltd
and Anamudi Real Estates LLP (jointly sellers) and has accordingly acquired an
aggregate of 30% shareholdings of Aadhaar Wholesale Trading and Distribution
Ltd held by the sellers.

Aadhaar is now a wholly owned subsidiary of The Future Group.

A Future group official said that "In return of the stake, Future Consumer
Enterprise has issued and allotted equity shares of the company to the sellers for
a lock-in period of one year.

Aadhaar Wholesale Trading and Distribution Ltd focuses on retail distribution of


consumer products for personal and household use in rural and semi-urban India.

Aadhaar is positioned as a rural supermarket and currently has 40 stores in


Gujarat and Punjab. Aadhaar also operates Cash & Carry store by the name

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