COROMANDEL RETAIL

USD 3.8 Billion Conglomerate

One of the largest family promoted, professionally managed, diversified business Groups

The Philosophy we cherish

The fundamental principle of economic activity is that no man you transact with will lose; then you shall not. - Arthashastra

Murugappa Group Today

External Recognition...

Retail Business

Fertilizer Marketing Scenario at customer level

Farmers dependence on credit Exploitation by the channel intermediaries by charging higher interest rates Higher/lower prices than MRP Stock unavailability situation in peak season Availability of spurious products Higher transportation charges

Sales through alternative channels SHGs Institutions Retail centers

DISINTERMEDIATING TRANSACTION CHANNEL

FACTORY

WHOLESALER/

DISTRIBUTOR

Appointed 700 Cheyutha groups covering 7,000 farmers directly and through them about 1,50,000 farmers - 2% of AP farmers. Total T.O. Rs. 25 cr - 2% of total T.O. in Andhra Pradesh.

PDOs
SEMIWHOLESALER/ DEALER

RETAILER/

SUBDEALER

Cheyutha MGC
FARMER

Our Objectives
1
Reduce dependence on dealers network in our fertiliser markets to low levels

2
Convenience & reliability as the core value propositions through our initiative

3
Expand operations to other agri related products & services keeping farmers as a central point

4
Enter into the business of procurement & marketing of farm produce thus providing end to end solution to farmers

Mana Gromor
COROMANDEL Mission

Coromandel Retail vision

Coromandel Retail Goal

To provide products and services to cater to most of the farmers needs at a single point

To be the leader in Agri Retail business, providing world class agri solutions, leading to transformation of farming and satisfaction of all the internal and external stakeholders.

To reach a turnover of $1 Billion in 3 years

Our STRENGHTHS
Better Range wide range of complexes & speciality nutrients Better Quality Better Brands - 28-28, G Sulphur etc Better Reach - Cheyutha Mana Gromor Retail Better competency team

Nutrition- Protection - Education

Fertilizers
Own Traded Organic Customized

Speciality Nutrients
WSF G-Sulphur Zinc Boron New PGRs Technology services

Pesticides

Seeds

Own Traded Private labels

Cotton Maize Paddy

Veterinary

Farm Mechanization Land preparation Nursery Raising Transplantation services Spraying equipment

customer Services

Cattle Feed Aqua Feed Prawn Feed

customer care Kiosk Financial services consultancy

Loyalty program Soil Testing Farmer Education Insurance

Way Forward..

THE CONCEPT

Products, Education, Services and Introduction of New Technology in Agriculture to Improve Farm Income
To bridge aspiration - availability gaps

Reduce the pain of lack of infrastructure in villages

Our Customer The Past

Farmers experience at dealer shop
Long wait Rude behavior Black marketing No proper guidance

Product display.

 MGCs are located in small towns Each MGC has a catchment of about 20-30

villages

Model envisages repetitive interaction between centre and the farmer. 1-2 Field Sales Associates (FSAs) cover the villages daily. Primary focus is to supply Agri inputs and services.

Advantages to farmers
Quality products Wide Range Customized technical advice Better market prices

Reducing Distribution costs

Door Delivery

 3 lakh customers data

Loyalty program - 50,000 enrolled members.

Attending to customers queries through toll free no. Hello Gromor
OUR SERVICES

Field visits by Field

assistants.

Field visit by scientist / AO

Soil testing

Micro nutrient analysis

Training programs

FUTURE ROLL OUT PLANS

1000 MGCs in 4 sstates
Mar, 2014

850

MGCs in 3 states

Mar, 2013 Mar, 2011 Mar, 2009

650 MGCs MGC 350 in AP&Karn

423 MGCs in A.P. 200 MGC

20 MGCs

Mar, 2008 Mar, 2007

2 MGCs

Soil testing Lab at our centre

Mobile soil Testing services

R&D Tie Ups

IRRI- International Rice Research Institute CIMMYT

Farmer training programs are regularly organized at the training rooms present in Coromandels owned retail outlets. Currently more than 200 retail outlets have training halls equipped with audio visual Facilities and organize in store programs.

Touch screen kiosks with voice over

Touch screen kiosks with crop wise technical recommendations / Products & services details / Visual diagnosis / Statistics Touch enabled along with voice over Currently established in 52 MGCs for the benefit of farmers

Customer Call Centre

Farmer toll free call centre established at CFL, Secunderabad to give technical advice to the farmers. Sales also generated from farmer queries

Coromandel Farm Mechanization services- PADDY

First organized player in India

Started Mechanization services in paddy with 30 sets of Transplanters with rotavators and seedling machines. Planning to scale up the operations with 50 more sets with a coverage plan of 20000 acres by Mar 2012 .
Tied up with Kubota for Machinery and Technology Tied up with John Dheere for Laser leveling guidelines

Future plans for Mechanization

Power weeding Boom Spraying Machine harvesting

Six Row Ride on Kubota Transplanter

35

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Brand Status- Competitive Context

Awareness (Y-Axis) Vs. Trial (X-Axis) Vs. Most Often Used Outlet (Bubble size)
100

Local retailer Society/ Co-ops

75

Mana Gromor

Awareness

MOUO %
50

Local retailer Mana Gromor seem to have a good patronage in the market dominated by unorganized players Mana Gromor Society/ Co-ops Commission agents Hariyali

63 31 3 4 0

Commission agents
25

0 0 20 40 60 80 100 120

Last 5 Years
Local retailer Mana Gromor Society/ Co-ops Commission agents Hariyali

Brand Equity Index

6.4 5.0 2.5 0.7

Mana Gromor Hariyali Society/ Co-ops Commission agent Local retailer
BEI: 3+ Strong brands BEI: 1+ Average brands

1.8

Base: 1499

Mana Gromor is a strong brand, however unorganized sector still has a strong hold amongst farmers in A.P

Thank you