New Delhi, March 2016: USHA International Ltd., one of India’s leading consumer durable companies, was felicitated with the Silver award in the ‘Last Mile Distribution Initiative of the Year’ category at the 7th Annual Flame Awards 2016 hosted by Rural Marketing Association of India (RMAI), recognizing the company’s strong rural distribution into smaller/ newer locations that have a populationof less than 1 lakh. With 69% of India’s 1.2 billion population based out of rural areas, Usha is looking at establishing its footprint to over 7500 ROU (Rest of Urban) towns and 6 lakh villages.
With strong insights into more than 7500ROUtowns, the company strategically set up fourcompany designed, franchisee owned and operated brand stores – USHA JOY stores in Uttar Pradesh and Madhya Pradesh thusmaking available all company products to customers under one roof. The company also set up more than 150 integrated distributors for a stronger last-mile connect with retailers thus enhancing the brand penetration in rural markets. These are in addition to a strong network of authorised retaildealers in 5500 ROUand 8500 sub-dealers who source products from integrated distributors.USHA’s product categories include fans, appliances, sewing machines, agricultural and domestic pumps and diesel engines.
Commenting on the award, Mr. Dinesh Chhabra, CEO Usha International Ltd. stated “We are delighted to receive the RMAI award for the second consecutive year and it is indeed a great honour to receive itfor our work in the rural markets. Last year, we focused on integration of our distribution network and product availability. We focused onstronger last mile distribution andreached out to over 30, 00,000 households through undertaking brand awareness activities under ‘Project Sampark’.USHA plans to open 50new USHA JOY storesby March 2017 andestablish connect with over17500 retailers /dealers consolidating our brand presence in rural India. USHA also aims to reach out directly to 50 lakh rural consumers through active participations in haats and other brand awareness activities in rural India.”
USHA’s brand engagement increased multifold in 2015 by providing integrated product services and solutions for rural customers and the company is looking to increasing brand penetration and availability inthe financial year 2016.
According to the AC Nielson Survey 2015, USHA is the most trusted Indian brand in the consumer durables industry.
For more information please visit: www.usha.com
Rural Marketing Association of India (RMAI) instituted Flame Awards in 2006 to recognize excellence in marketing, promotion and initiatives across rural markets of India. Flame Awards is the most prestigious award program that celebrates the best of the best in rural marketing & communication. These awards are now known as Flame Awards Asia 2016 as for the first time these awards will also honor the best practices and exemplary work from across Asia.