Rural Marketing & services
The rural economy in India has witnessed major changes over the past decade or so. Rising incomes caused by the economic growth of the country along with greater exposure to urban lifestyles facilitated by improved infrastructure and connectivity have transformed the rural landscape. This shift in the mindset of rural consumers is evident from the growing demand for aspirational products as against traditional lowest-value items. Rural consumers today seek value for money and strive to improve their quality of life by accessing new technologies, products and services.

To fulfill this emerging and growing opportunity, ITC's Agri Business has established rural hypermarkets in Tier III and Tier IV towns integrated with its core e-Choupal model, making available a wide range of products for the rural consumers. Further, the Business also orchestrates various below-the-line activities that create opportunities for partner companies to enhance the salience and visibility of their products and services brands.

The Value Proposition offered
  • Dedicated retail Infrastructure in Tier III and Tier IV towns
  • Continuous and sustained engagement with the rural audience
  • Customised below-the-line engagement platforms
  • Direct interaction with farmers and the rural population
  • Establishment and alignment of rural distribution and sales channels for multiple organisations

Choupal Saagar

"Zarooratein anek jagah ek"

Choupal Saagars are multi-purpose hubs that handle procurement of agricultural commodities and sales of products and services through rural hypermarkets across the states of Uttar Pradesh, Madhya Pradesh and Maharashtra. Located in Tier III and Tier IV towns, these facilities address the issues of availability, accessibility and affordability of quality products and services to rural and semi urban population.

The multi-category hypermarkets offer a wide range of apparels, footwear, grocery, consumer durables, electronics and household items and other items. Some of the aspirational brands available at Choupal Saagars include Classic Polo, Duke, Donear, DCot, Integriti, Chota Bheem, Adidas, Red Chief, Bata, Relaxo, Nilkamal, Bombay Dyeing, VIP, Welspun, American Tourister, Hawkins, Milton and Singer.

Choupal Saagars are unique One-Stop Destinations for rural and semi-urban communities. Apart from being hypermarkets, procurement centres and commodity warehouses, they also provide facilities like Fuel Stations.


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Choupal Mahotsav

Choupal Mahotsav, a three-day event, is a multi-brand consumer engagement platform that builds on the framework of entertainment, information and shopping at ITC Choupal Saagars.

Since its inception in 2009, the Choupal Mahotsav has been strategically organised during the Kharif and Rabi harvest seasons to ensure maximum participation of rural and semi-urban audience.

The event is conducted at the Choupal Saagars in Uttar Pradesh, Madhya Pradesh and Maharashtra in a phased manner. The key attractions include consumer engagement platforms and information sessions, health camps, dedicated brand and product zones, kid zones, sporting and entertainment events, games and schemes.


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Choupal Haat

"Connecting Rural India"

Choupal Haat is a unique platform developed through e-Choupal for active engagement with the rural audience in an exciting, accessible and pull-based environment. The Haat provides an opportunity to closely interact with and understand the needs of the target audience and offer solutions through an eco-system of ITC and its multiple partners. Choupal Haats have further added to the reach of ITC e-Choupal by increasing multi-fold its direct touch with villagers.

Personalised rural activations

Key Strengths


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