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Hyundai partners with ITC ABD to go deeper into rural markets

Hyundai will leverage ITC's transformative initiatives such as Choupal Saagar, e-Choupal, and ITCMAARS, and thus strengthening its commitment to support the dreams of over 4 million farmers across 35,000 villages who are an integral part of the e-Choupal ecosystem
Hyundai partners with ITC ABD to go deeper into rural markets
Hyundai partners with ITC ABD to go deeper in rural markets

Hyundai Motor India (HMIL) has announced a collaboration with ITC’s Agri-Business Division (ABD) to expand Hyundai’s brand presence in rural markets in India. In keeping with Hyundai’s global vision of “Progress for Humanity,” HMIL will promote their model line-up on ITC’s extensive and vibrant agro and rural platforms in order to increase brand recall in rural areas. Under the partnership, Hyundai will collaborate with Choupal Saagar and the e-Choupal platforms in rural India to highlight its vision of progress. The collaboration will be gradually expanded for ITCMAARS Rural Services to provide a broader reach.

Briefing about the rural journey of the company, Tarun Garg, Chief Operating Officer, Hyundai Motor India, said, “India is a diverse market, and our customers come from a variety of cultures, practices, and purchasing habits. In the Indian market, our SUVs have won the hearts and minds of customers in major cities. In rural markets, the trend is similar. Rural India has a preference for SUVs, accounting for more than 47 per cent of HMIL’s total sales, with the Hyundai VENUE topping the charts with a 24 per cent contribution and the Hyundai CRETA contributing a healthy 23 per cent. We recently passed the 1 lakh rural sales mark in CY2022.”

“By signing an MoU with ITC, we have partnered with their Agri Business Division, leveraging the company’s transformative initiatives such as Choupal Saagar, e-Choupal, and ITCMAARS, and thus strengthening our commitment to support the dreams of over 4 million farmers across 35,000 villages who are an integral part of the e-Choupal ecosystem. This association is aimed at strengthening HMIL’s brand resonance and association with potential customers across the hinterlands of India,” Garg elaborated on the objectives of the collaboration.

Hyundai Motor India will drive various events and activities at Choupal Saagar, ITC’s integrated rural services hub in Maharashtra, Madhya Pradesh, and Uttar Pradesh, under the terms of the agreement. The e-Choupal services available in 10 states will be used to strengthen the brand association and engagement with rural customers. Through innovative campaigns, HMIL will establish an accessible link with ITC’s rural communities and farmer network. This collaboration between ITC’s Agri-Business Division (ABD) and HMIL will gradually establish a digital connection with customers by utilising the ITCMAARS Platform.

Highlighting the tie-up, Rajnikant Rai, Divisional Chief Executive, Agri Business Division, ITC, said, “We are delighted to be launching a collaboration with Hyundai Motor India to support our farmers’ aspirations by leveraging the ITC e-Choupal and ITCMAARS ecosystems. This initiative is based on the holistic engagement that the ITC e-Choupal initiative promotes in collaboration with other institutions with the goal of empowering farmers and rural communities. Furthermore, by leveraging its phygital connect, the ITCMAARS platform, a full stack Agro Tech application for farmers, will help in expanding reach to last mile consumers.”

Read more: Hyundai aims to tap growing demand for high-value cars in rural markets

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