Heritage Foods India Ltd. started the Rural Retail business with the objective of reaching FMCG products to villages with population of less than 5000.
Strength’s
Efficiencies of centralized procurement.
Large network of Milk collection agents, at most interior villages, who are franchisees of the “Heritage Store“.
Large network of farmers who supply milk to Heritage two times a day.
Rural customers have the option of purchasing FMCG and other products against their milk account, thus easing rural liquidity.
Opportunity
Large Untapped rural market.
Most of the villages are not covered by the Vendor led distribution network.
High dependence on the wholesale market at the closest town for all the FMCG needs.
Format
Brand “ Heritage Store“.
Avg. floor area of 100 sq-ft.
Franchise arrangement with the milk collection agents.
As on date Heritage operates over 1800 stores across Andhra Pradesh.
