Introduction

We are counted among one of the most reputed suppliers, exporters and traders of Spices, Grains & Pulses and Electric bulbs. Procured from the reputed and certified vendors, these products are delivered to the 14 districts of Gujarat through a rural retail network . We deliver these products to the hospitals, hotels, offices and retail chins such as Suvidha and Godrej Aadhar.

The products offered by us are:

Some features of our products:

• Hygienically processed
• Free from adulteration
• Rich aroma
• Tangy flavour
• Rich in therapeutic properties

We have been able to make strong position in the market for 11 years due to our qualitative agro commodities, excellent marketing plan and strong distribution network. The major achievements, we have got, are mentioned below:

• We have decided to set up RUDI processing centres in all the 11 districts of Gujarat where SEWA has its member base
• We had set up four processing centres within three years of inception. At present, we have four district associations Sabarkantha, Surendranagar, Anand and Patan have processing centres
• Initiated market linkages with government departments and private companies for selling the RUDI products
• We are supplying food grains and spices to 300 centres of Mid-day meal scheme in Sabarkantha district under the government of Gujarat
• Collaboration with research institutes like CSMCRI and CFTRI to provide regular interventions for Technical capacity building of the rural producers for procurement, processing and quality control
• Provided marketing linkages to the rural farmers and producers for enhancing market of their agricultural produce through tie-ups with private companies such as ITC, GACL, NDDB, etc
• After achieving sales turnover of Rs.14.5 lakhs, Rs.31 lakhs, and Rs.59 lakhs respectively, the target for the year 2008-09 is to achieve a sales turnover of Rs.1.5 crores

All our painstaking efforts are directed towards fulfilling our vision, accomplishing our mission and achieving our objectives. We envision the following:

• Provide direct market access to small and marginal farmers
• Link up the small farmer to the end customer
• Rotate the capital within the village, thereby strengthen the village economy

The mission we try to accomplish is:

• Establish RUDI as a national brand over a period of next 10 years
• Increase the range of processed agro commodities under the brand “RUDI”, to include more value added products that would yield better returns on the investment
• Achieve profitability in first year and achieve a sales turnover of Rupees 15 crores within the first five year
• Tie-up with large retailers and bulk buyers for enhancing the market for RUDI products

We strive to achieve the following objectives of our company:

• To provide multiple employment opportunity to rural women,
• To make available goods of regular use to the rural consumer
• To provide market linkage to small and marginal farmers and other rural producers group
• Reduced incidental expenses
• Availability of good quality agricultural and non-agricultural products to the rural consumers at affordable prices and required quantity
• Elimination of middlemen
• Better earning for the producers and thereby socio economic development of the underprivileged rural people

We are very proud of being associated with the wide vendor base, which is made very carefully after a strict market researches. With the support of procuring agents, we do a lot of market researches and then select our vendors. We make a detailed report on their use of raw material, processing facility, production capacity and past client list. Further, we examine the delivery schedule of our vendors that make us sure in meeting with the bulk demands as per our clients' requirements.

We have established a spacious warehouse to store our procured products that assists us in delivering the same at the time of bulk demands. This warehouse is segmented into several parts to store these products according to their category in a systematic manner. Our warehouse is well-connected with means of transport, spacious and has fire safety arrangements.

For keeping the natural taste and aroma of the products, we lay emphasis on packaging them and hence, have directed our packaging experts to use supreme quality packaging material. We pack our products according to the demands in laminated poly bags. Further, we pack our products in packaging of 50 gm, 100 gm, 200 gm, 500 gm & 1kg for retail selling and in 5 kg, 10 kg, 25 kg & 50 kg for bulk selling.

Quality has been one of our major aspects since the inception and hence, we have been successful in maintaining it by following the developed comprehensive policy for the same. Our appointed quality analysts keep a strict supervision on the entire business process, which starts from the procurement of the products and continues till the delivery of the same to the clients' end. The products are delivered to the clients with proper packaging to preserve the natural taste and features from any damage during the transportation. We ensure that the products delivered to the clients are in accordance with both national as well as international standards of quality.

We have developed a marketing strategy for reaching to the maximum number of customers in India and outside it. Our developed excellent marketing plan has enabled to target the audience in the best possible manner. This plan has following four phases:

Production

• The agro commodities will be produced by rural producers and RMTCL will purchase processed and packaged product from District Associations
• Other products that are required by rural consumers will be sourced through tie-up with companies/suppliers with more than one supplier for a particular commodity

Promotion

• Promotion of Rudi brand will be done as a “Value for Money” brand
• Agro commodities will be promoted as
• “Pure”
• Produced by “rural women”
• “Near Organic” in nature

Pricing

The current “cost plus” pricing system of our organization needs to be rationalized and has to be fixed keeping in mind the market prices. The new system will have:

• Different Prices for Rural and Urban consumer
• Different margin for different product

Breakup of sales

The sales have to be achieved in the following proportion:

• 40% sale through RUDI Ben
• 10% sales through “Aagewan Bens”
• 50% sales to institutional buyers

For offering maximum benefit to the small and marginal framers, we deliver our products through a trustworthy and reliable marketing channels. We make sure that our products are dispatched to the users' end through these channels whether the client is a retailer or wholesaler. Our marketing channels are as below:

We have employed hard-working & dedicated professionals in our team after the strict verification of their educational qualifications, industrial experience and work skills. Our team members make a healthy business relationship with the clients and this assists these professionals for understanding their exact needs and strive hard for fulfilling the same. These team members maintain a friendly working environment and support one another in their respective areas of work. They get trained by attending several workshops & training sessions on a regular basis to improve their existing work skills and keep themselves updated with the current market trends.

The professionals of our team:

• Administrative professionals
• Sales & marketing executives
• Procuring agents
• Quality controllers
• Warehousing & packaging experts
• Skilled and non-skilled workers

We are engaged in supplying our superior quality range of agro commodities through a well channelled distribution network, which is spread in all the villages of 14 districts of Gujarat. For offering our farmers a easier and convenient access to end consumers, we have decided to make some changes in our distribution network. The features of or modified Rural Distribution Network:

• The network will now include several multi purposes units acting as “storage”, “selling” and “distribution” points
• These units will be in form of- Big storage points (big Hubs) (1 in each district) and Distribution Hubs (small Hubs) ( 1 catering to a cluster of 15-20 villages)
• The units will be handled by at least one women

In the coming days, we may transform the house/retail outlet of better performing Rudiben in to distribution hubs in the form of “Hub & Spoke” model

• The inventory will be collected by Rudiben from any of the units as per their convenience
• Stock can be delivered to Rudibens at their doorstep by charging a fee for that, but on particular days only to ensure the use of most economical option

Our customers are valuable for us and hence, we pay proper attention on attaining their maximum level of satisfaction. For the same, we have asked our professionals to interact closely and sincerely with the clients to understand the exact demands and accordingly deliver the consignments. We offer our products at very reasonable prices by keeping the budgetary limitation of the customers. Further, we accept payment through cash, cheques and DD to make monetary transaction convenient and hassle free. We have strong faith in honesty and hence, deal the entire business transparently and this has assisted us in extending the clients in the East Asia, South East Asia and Middle East.

We have become the first choice of our customers by offering superior quality products within the stipulated time frame. Our faith in honesty enforces us in dealing our business process transparently and has supported in wining the trust of the clients. By following client-centric approach and practising ethical business policies, we have been able to maintain the wide client base. The other factors behind our success are:

• A team of competent professionals
• Large number of products
• Total quality control policy
• Ethical business policy
• Wide distribution network
• Transparent dealings
• Timely delivery
• Quick response
• A large vendor base
• Customized packaging