TTK Prestige heads for the hinterland

 In a unique initiative with the government of Andhra Pradesh (AP), the kitchenware major is successfully targeting customers in the villages of AP.

 This non-traditional marketing initiative is being carried out with the help of 110 dealers, who are mainly women folk across various districts of Andhra Pradesh. These women represent various self-help groups across six districts.

 This new business model has generated revenues to the tune of Rs 20 lakh to Prestige, within four months of launch. The company is also looking at roping in more districts as part of this initiative.

 On payment of Rs 5,300, a dealer would get five pressure cookers. During the first instance, the dealer would get an additional cooker as an incentive.

 Prestige provides a 15 per cent subsidy on these pressure cookers, that are bought by these dealers.

 The dealers make an all out effort to sell these products in the villages of rural Andhra.

 While these women folk are provided with a job opportunity, Prestige is gaining a market penetration that was unthinkable otherwise. Similarly, gas stoves are bought by these women at Rs 750 and sold at a little higher price.

 The department of women and child welfare for rural areas is playing a pivotal role in initiating this project.

 According to Chandru Kalro, senior vice president-marketing, TTK Prestige Ltd,