Wednesday, June 10, 2009

[TTABSNL] RCOM ties up with 'Krishak Bharati' to capture rural India



RCOM ties up with 'Krishak Bharati' to capture rural India

10 Jun 2009, 1611 hrs IST, ET Bureau

 

NEW DELHI: Reliance Communications, the country's second largest mobile operator, on Tuesday entered into a marketing JV with Krishak Bharati 

Cooperative Limited (KRIBHCO) for selling its products in rural India. The JV company known as KRIBHCO Reliance Kisan Ltd is aimed at synergising the strengths of both companies to create a rural distribution model for sales of telecom and non-telecom products. KRIBCO will hold 60% equity in the JV company with the balance 40% held by Reliance ADAG.

 

RCOM's tie-up aims to be a counter to that of Bharti Airtel, which has a similar JV with Indian Farmers Fertiliser Cooperative (IFFCO), the country's largest fertiliser PSU unit. In May, Bharti and IFFO had formed IFFCO Kisan Sanchar Ltd (IKSL) and said that the JV would harness the power of telecom to add value to the farm sector. Here IFFCO has a 50% stake while Airtel and Star Global have 25% each.

 

According to industry estimates, the two state-owned fertiliser units - IFFCO and KRIBHCO - jointly have more than 100 million farmers under their fold. This is a huge captive audience that these telcos are trying to exploit as they expand their services to rural India. In fact, such JVs will form a key as over 50% of all new cellular additions are accounted for by rural India. Besides, the potential in rural India as tele-density in these regions is a less than 15% compared to over 70% for the urban areas.

 

RCOM's president, wireless, S P Shukla told ET that the telco had chosen KRIBHCO because of its extensive reach across India. KRIBHCO has over 25,000 cooperatives, 6300 member cooperatives and 60 Krishi Seva Kebdras spread across the country. "Apart from their reach, they (the fertiliser company) has expertise in handling huge scales. We not only sell SIMs, but also handsets, fixed line phones, data cards and PCOs and we therefore need this scale and reach of KRIBHCO," he added.

 

KRIBHCO Reliance Kisan Limited would also distribute in future products and services of other business enterprises of Reliance ADA Group including Reliance Capital, Reliance Entertainment and BIG TV DTH, the company said. The Joint Venture would provide additional source of business to Agricultural Cooperative Societies and help in strengthening the rural economy and the cooperative movement of the country, it added.

 

"This joint venture with Reliance Communications Infrastructure is a significant step forward which would result in an unmatched platform that would go a long way in providing each and every product/ service in rural India at par with urban India", added KRIBHCO's Managing Director said Mr. B.D. Sinha.

 

With Regards :-
Er. G S Rajawat
Bharat Sanchar Nigam Limited
(A Govt. Of India Enterprise)
9413424883

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