Hyundai partners with ITC to expand nationwide reach, Marketing & Advertising News, ET BrandEquity

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Hyundai Motor India Ltd said on Tuesday it has partnered with FMCG’s major ITC’s Agri Business Division to bolster its brand presence in rural markets. As part of the partnership, the automaker will promote its model lineup on ITC’s expanded agro and rural platforms to improve brand recognition in rural areas, Hyundai Motor India Ltd (HMIL) said in a statement.

To that end, a Memorandum of Understanding (MoU) has been signed between the two companies, it added.

HMIL said it will work with ITC’s Choupal Saagar and e-Choupal platforms in the rural hinterland and will gradually expand for ITCAARS Rural services for extended reach.

“This association is aimed at strengthening HMIL’s brand resonance and association with potential clients in India’s hinterlands,” said HMIL Chief Operating Officer Tarun Garg.

He said that similar to the general market in India, the rural segment has also shown a tendency towards the SUV segment contributing more than 47 percent of HMIL’s total sales, with the company’s compact SUV Venue topping the charts with a contribution of 24 percent followed by the mid-size SUV Creta with 23 percent.

ITC Ltd Divisional Chief Executive, Agri Business Division, Rajnikant Rai said the partnership with Hyundai will support farmers’ aspirations by leveraging the ITC e-Choupal and ITCMARS ecosystem.

“This initiative is anchored in the holistic engagement that the ITC e-Choupal initiative is driving in partnership with other institutions aimed at empowering farmers and rural communities,” he added.

Furthermore, Rai said that the ITCMAERS platform, a full-stack agro-tech application for farmers, will extend the reach of last mile consumers by leveraging its phygital connect.

Through the partnership, Hyundai Motor India said it will lead various events and activities in Choupal Saagar – ITC’s integrated rural services hub in Maharashtra, Madhya Pradesh and Uttar Pradesh.

“The e-Choupal facilities available in 10 states will be used to strengthen brand association and engagement, targeting rural customers. HMIL will establish an accessible link with ITC’s rural communities and farm network through innovative campaigns the statement said.

The idea behind this free learning program is to empower brands to leverage the ShareChat and Moj network of over 400 million monthly active users (MAUs) to reach millennials and create campaigns that get great results, according to the company.

  • Published March 8, 2023 at 2:01 PM IST

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