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Gaon

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Gaon Chalo
WHAT IS GAON CHALO?
The Gaon Chalo programme is TGB’s effort in last mile rural distribution. It is an opportunity, responsibility and a challenge which while tapping unreached rural markets also provides a means of sustainable livelihood to many. This programme, run through NGOs, is present in more than 18 Indian states and benefits a number of women and youth.
"Gaon Chalo" is a distinctive rural marketing initiative started in the year 2006 in Uttar Pradesh by Tata Tea. For penetrating the rural market, the company partnered with NGOs with wide reach among Uttar Pradesh's rural masses. The "Gaon Chalo project has created employment opportunities to the youth of villages and small towns. It has brought steady income to those who are distributors of Tata Tea. Tata Tea's consolidated market shares from rural areas rose from 18% to 26.6%.
Gaon Chalo has three levels of Channel Partners:
Rural Distributors
Rural Distributors are NGOs that work in the rural segment. They bring a deep understanding of the rural market and are committed to their growth. They act as nodal points and facilitators for all activities
Mobile Rural Distributors
Mobile rural distributors connect stocks to interior markets, rural dealers, village shops and in the process earn margins.
Rural Dealers
The third layer includes rural dealers who receive our stock at their doorstep for sales to micro interior village shops and houses. These include rural retailers, unemployed, the differently-abled and Self Help Groups (SHG).
We are increasing our efforts to build stronger ties with SHGs for deeper penetration and the possibility of impacting the lives of a larger number of people.
Our efforts have in small yet significant ways transformed the lives of many. Besides enabling social change, the Gaon Chalo model has several business advantages which include limited fluctuations in sales due to direct access to the rural retailers, creating a cost effective brand building platform and the flexibility to address the complexities of local markets.
Today, Gaon Chalo is present in 18 states with direct reach in 70,000 villages. The sales are growing rapidly year-on-year. It enables a strong platform for generating rural employment for rural youth, women, the underprivileged, the differently-abled and SHGs.

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