Mana Gromor Centres(MRC)
Coromandel International Limited, India’s second largest Phosphatic fertilizer player, is in the business segments of Fertilizers, Specialty Nutrients, Crop Protection and Retail. The Company manufactures a wide range of fertilizers and markets around 2.9 million tons making it a leader in its addressable markets.
In its endeavour to be a complete plant nutrition solutions Company, Coromandel has also introduced a range of Specialty Nutrient products including Organic Fertilizers. The Crop Protection business produces insecticides, fungicides and herbicides and markets these products in India and across the globe. Coromandel is the second largest manufacturer of Malathion and only the second manufacturer of Phenthoate. Coromandel has also ventured into the retail business setting up more than 640 rural retail centers in the States of Andhra Pradesh and Karnataka.
The Company clocked a turnover of Rs.9, 823 crore during FY 2011-12. lt was ranked among the top 20 best companies to work for by Business Today and was also voted as one of the ten greenest companies in India by TERI, reflecting its commitment to the environment and society. Coromandel is a part of the Rs. 22, 314 Cr Murugappa Group.
Narrate in detail, what is the initiative, system or project which the organization has implemented in the recent past specifically for the benefit of / directed towards the Rural population / consumers
Murugappa group’s Coromandel International (CIL) has taken the following initiative in the recent past specifically for the benefit of rural population particularly village farmers. The company has established “Mana Gromor” retail outlets in rural sectors which provide agri inputs to the farmers. Additionally the company also provides advisory services to the farmers through their in-house experts present in these retail stores. This includes right usage of pesticides, best cropping practices, soil testing, farm mechanization etc. Trained personnel will visit the villages, collect soil samples and advise farmers on the fertilisers and pesticides to be used. There would be a laboratory attached to each centre.
These retail centres have been well accepted and continue to provide quality agri-inputs and field extension services. Moreover, the company has also indicated venturing into new business areas like organic products and seeds through Mana Gromor stores and this idea has received good response from the market. Positioned as one stop solution to the Indian farmers, the company has established over 641 rural retail outlets in Andhra Pradesh and Karnataka, serving close to two million farmers.
The stores earned the Secunderabad-based fertilizer company a revenue of Rs.1000 crore in 2011-12, about one-tenth of its Rs.9,823 crore turnover that year, and the network is now poised to break even. The company is targeting 1,000 such centres in three states – Andhra Pradesh, Karnataka and Maharashtra.
The rural initiative implementation
For analysing the implementation of the initiative of Coromandel Group we would have a look at their marketing mix for the program.
Product-The Mana Gromor stores deal in agricultural inputs, advisory services including farm mechanisms, veterinary feeds, as well as soil testing for major nutrients, etc. Price- The agricultural products sold at the Mana Gromor retail outlets have lower prices compared to those at the Kirana stores. The reason being that the retail outlets procure the products in bulk quantities and hence they are priced lower than those available in the market.
Place- Mana Gromor retail stores are located at various locations in Andhra Pradesh. It has 600 retail outlets in rural Andhra Pradesh. There is a laboratory attached to each centre. Promotion-The Mana Gromor retail stores does promotions in the form of educating the farmers about their stores, the products available and the services offered by...
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