JK Tyre has announced a collaboration with ITC’s e-Choupal for engaging with rural communities. A first-of-its-kind comprehensive endeavour undertaken by a tyre manufacturer in India, JK Tyre will leverage ITC’s network of Choupal Saagars in the States of Madhya Pradesh, Maharashtra and Uttar Pradesh.
The partnership is aimed at expanding the tyre major’s presence in rural markets through ground-level 360 ̊ engagement. While JK Tyre will engage at the Choupal Sagaars – ITC’s integrated rural services hubs across the three States in a phased manner, the Choupal Saagars will also facilitate brand visibility and engagement for the tyre maker’s product range with rural customers. JK Tyre will also undertake other collaborative initiatives with ITC’s e-choupal including target group discussion and influencer / customer meets, etc.
Srinivasu Allaphan, Director – Sales & Marketing, JK Tyre & Industries Ltd., said: “The rural sector has shown great resilience in this challenging phase. Our association with ITC’s e-Choupal will further help in reaching out and engaging with the hinterland customers which in turn will help us understand and serve them better. Going forward, we are going to further strengthen our rural engagement with several new initiatives.”
Rajnikant Rai, Chief Executive, Agri Business Division, ITC Ltd., said: “We are indeed happy to forge a partnership with JK Tyre, leveraging the e-Choupal eco-system to cater to the aspirations of rural consumers. This initiative is anchored on the holistic engagement that the ITC e-Choupal initiative delivers in partnership with other institutions aimed at empowering farmers and rural communities.”