To promote the availability of the consumer products at doorsteps in rural India via local entrepreneurs and e-Kirana stores, Common Services Centers under the aegis of the Ministry of Electronics and Information Technology, on Wednesday announced a partnership with Coca-Cola India to list Coca Cola products on its GrameeneStore platform.
The partnership will make available affordable essential hydration through Common Services Centers GrameeneStoreplatform. In the pilot phase, the company’s portfolio of products will be listed on GrameeneStore across the states of Andhra Pradesh and Telangana, Tamil Nadu, Uttar Pradesh, and Haryana.
CSC and also Coca-Cola’s partnership serves the dual purpose of providing last-mile connectivity of essential so also affordable hydration to citizens’ doorsteps, as well as promoting rural entrepreneurship and also building livelihoods by mapping supply points to VillageLevelEntrepreneurs (i.e. VLEs).
Elaborating on the rural e-commerce platform that of Common Services Centers, Dr. Dinesh Tyagi, CEO, CSC SPV, told, “The idea for the Grameen e-Store exemplifies Prime Minister’s call for being vocal for local as well. Through this initiative, the VLEs are playing a critical role in connecting producers and also companies with the rural consumers right at their doorsteps as well. The partnership with Coca Cola will allow the stores to diversify their offerings whereas providing the customers’ access to new products. It will be a win-win proposition.”
Announcing the association, T Krishnakumar, president, Coca-Cola India, and Southwest Asia, said, “We are privileged to partner with CSC in their effort to pave the path for digital and economic empowerment of our rural citizens. This initiative will literally help us with last-mile connectivity to make sure people are hydrated and also have their relevant choice of beverages as well. It underscores our long-term commitment towards creating a sustainable business in India through responsible actions and shared growth as well.”
Common Services Centers: “We are a ‘Total Beverage Company with the Local Roots’ and also we have adopted a hyperlocal strategy that focused upon strengthening the regional connect, both in terms of choice and reaches as well. On one hand, whereas we have been advancing beverage localization and also developing an ethnic beverage portfolio to suit various regions so also palates, on the other, and we are adapting to the ‘new normal’ and using the merits of its agility, to enhance the last-mile delivery of the relevant beverage choice for our consumers.” as he added after that.