>
DISTRIBUTION IN RURAL MARKETS
<
CHAPTER 8
187
RURAL MARKETING
INS
IGH
T
Launched in December 2005, the Tata Tea initiative
Gaon Chalo
,
meaning ‘let’s go to the villages’, saw Tata Tea joining hands with
12 NGOs to spread its reach across rural Uttar Pradesh. By the
end of 2006, Tata Tea had added more than 20,000 retailers, in-
cluding 500 new rural distributors, in 10,000 villages across UP to
its distribution network. As part of the initiative, agreements were
signed with NGOs (Rural Dealer-1) to act as the main distribu-
tors at the district level, collecting various products from Tata Tea
(that is, only tea variants) on ...
Get Rural Marketing, 3rd Edition by Pearson now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
