Procter & Gamble (P&G) India has announced a Rs 500 ‘P&G Rural Growth Fund’ to accelerate inclusive growth in India’s rural market.
“The fund will provide an opportunity for external partners to collaborate with P&G on customized business solutions to meet the needs of rural consumers. This will include go-to-market solutions such as improved communication, media outreach and tech-enabled selling, increased distribution and last-mile delivery,” the company said.
Madhusudan Gopalan, CEO, P&G Indian Subcontinent, said, “Rural India has an important role to play in India’s path to recovery from the pandemic. We have already seen that the rural segment has given a resilient performance during the last few months and will continue to be a key driver of growth for the FMCG industry.
“For P&G, accelerating our growth in the rural market is a strategic priority. With this, we established P&G’s ‘Rural Vikas Kosh’ to collaborate with external partners who understand rural DNA and help us improve our products, communications, retail execution and deliver value to our rural consumers. can enable.”
Four years ago, the company launched its ViGro program to create a proactive collaboration platform for external partners and suppliers across India.
The company said that over the years it has invested over Rs 680 crore in business solutions through this platform.
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