In order to get a stronger foothold in hinterland India, Dabur has now tied up with Indian Oil Corporation (IOC). The homegrown FMCG major on Monday entered into an agreement with IOC to service rural market demand for consumer goods through the latter’s chain of Kisan Seva Kendra (KSK).
Under the terms of agreement, Indian Oil’s over 1,600 KSKs across the country will stock and sell Dabur’s range of healthcare, oral care, personal wash, skin care and home care products, the company said in a statement. The agreement is initially for a period of five years.
“Dabur already has a strong rural footprint with a pan-India network of over 2,200 stockists and super-stockists. The agreement with Indian Oil Corporation will help Dabur expand its rural footprint and better reach out to rural consumers,” Dabur India Vice President-Sales (Consumer Care Division) George Angelo said.
The KSK outlets of Indian Oil are a chain of one-stop rural retail outlets that offer fuel and other non-fuel value-added offerings like seeds, pesticides, fertilisers, grocery, personal care products, tools, and auto spares in the rural markets.
“Indian Oil Corporation was looking at widening the product portfolio being offered at its KSK to include FMCG items and, thereby, reach out to rural women. We felt it was a good opportunity to further penetrate the rural market,” Angelo added.
– Bangalore Bureau