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Hyundai Motor India to leverage ITC’s agro & rural networks for stronger brand presence

By M4G Bureau - March 08, 2023

HMIL, by engaging farmer communities, aims to promote its products through various means such as car display, canopy, leaflet, AV display & test drive activities.

Hyundai Motor India has entered into a unique corporate partnership with ITC Agro Business Division (ABD) to strengthen Hyundai’s brand presence in rural markets. In line with Hyundai’s global vision of ‘Progress for Humanity’, HMIL will promote their model line-up on ITC’s extensive and vibrant Agro and rural platforms to enhance brand recall in rural pockets. The Memorandum of Understanding (MoU) is a step towards highlighting HMIL’s vision of progress and will collaborate with Choupal Saagar and the e-Choupal platforms in rural hinterlands. The collaboration will progressively be extended for ITCMAARS Rural services for wider reach. 

Engaging farmers in rural area at Hyundai Car display

Commenting on the association, Tarun Garg, Chief Operating Officer, Hyundai Motor India said, “India is a diverse market and our customers are spread across regions with different cultures, practices and buying behaviour. When we look at the Indian market, our SUVs have won the hearts and minds of customers across major metros. The trend is similar in rural markets as well; Rural India demonstrates an inclination towards the SUV segment with a contribution of over 47% to HMIL’s overall sales with the Hyundai Venue topping the charts with a contribution of 24% and the Hyundai Creta’s contribution standing at a healthy 23%. We recently achieved a milestone of 1 lakh rural sales in CY 2022. By undertaking an MoU with ITC, we have partnered with their Agro Business Division, leveraging the company’s transformative initiatives like Choupal Saagar, e-Choupal and ITCMAARS, thereby fortifying our commitment to support the dreams of over 4 million farmers across 35,000 villages who are an integral part of the e-Choupal eco-system. This association is aimed at strengthening HMIL’s brand resonance and association with potential customers across the hinterland of India.” 

Under this agreement, Hyundai Motor India will drive various events and activities at Choupal Saagar- ITCs integrated rural services hub in the states of Maharashtra, Madhya Pradesh & Uttar Pradesh. The e-Choupal facilities available across 10 states will be leveraged to strengthen the brand association and engagement focusing on rural customers. HMIL will establish an accessible link with ITC’s rural communities and farmer network through innovative campaigns. This association between ITC ABD & HMIL will progressively embark on a digital connection with customers by leveraging the ITCMAARS Platform. 

Rajnikant Rai, Divisional Chief Executive, Agri Business Division, ITC Ltd said, “We are indeed happy to embark on a partnership with Hyundai Motor India Limited to support the aspirations of our farmers by leveraging the ITC e-Choupal and ITCMAARS eco-system. This initiative is anchored on the holistic engagement that the ITC e-Choupal initiative drives in partnership with other institutions aimed at empowering farmers and rural communities. Further, the ITCMAARS platform, a full stack Agro Tech application for farmers, will facilitate in expanding reach to last mile consumers, leveraging its phygital connect.” 

As a part of HMIL’s “Customer First” philosophy, HMIL has established a strong network of 600+ touchpoints in rural markets, out of which more than 97% are available with service facilities, covering 420 Districts. These touchpoints are a ‘One-Stop-Shop’ solution for our esteemed customers and deliver the highest level of customer satisfaction, strengthening customer confidence in the brand Hyundai. 

Going forward, HMIL will further tap the potential of niche markets through BTL activations and digital campaigns. Some initiatives are already being undertaken in areas that cover tea estates, farming fields and refineries to enhance brand promotion and increase the customer base.



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