Thiruvananthapuram | Usha International Limited 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, a press release said here today.
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, Company CEO Dinesh Chhabra said ‘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 reach out directly to 10 lakh rural customers. We also plan to appoint over 3600 dealers by the end of March 2016.’
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. Headquartered at Gurgaon, Usha has overseas offices in China and Sri Lanka.