Indo Gulf started its marketing operations well before its commercial production went on stream. In a unique seeding programme, the company procured urea from other manufacturers and branded it 'Birla Shaktiman'.
The objective was to market Birla Shaktiman urea as a premium brand, not merely as a commodity. The concept was also to set up the marketing and distribution network well before commercial production started. The company created a network of area offices, buffer godowns, stock points, wholesalers, retailers, and a service centre network, manned by field officers and agronomists. As a result of concerted marketing efforts, Birla Shaktiman has emerged as the farmers' most preferred brand for several years in a row.
Services offered to dealers and retailers:
| ||Servicing the dealers' network by regular scheduled visits |
| ||Transparent policies, fair trade practices and assured quality products |
| ||Regular training programmes for dealers and retailers on maintaining compliance with applicable government regulations, basic intelligence on the use of fertilisers, crop protection chemicals, etc|
| ||A network of accredited retailers |
Services offered to farmers:
| ||Shaktiman Krishi Seva Kendras have been set up to: |
:: educate and train farmers to achieve higher yields and profits;
:: provide assistance to farmers on application of modern agricultural techniques.
| ||Shaktiman Krishi Swayam Rozgar Kendras have been established with the dual purpose of introducing the concept of a change agent in rural development and providing support to qualified agricultural graduates with an entrepreneurial bent of mind. The kendras help in women's emancipation and progress by appointing women at some of Shaktiman's retail outlets. |
| ||Farmer-oriented extension programs, including block / crop demonstrations; free soil testing; soil fertility maps; micro-watershed development projects; agro-forestry / fruit tree plantation. |
| ||Farmer-oriented social welfare programs for better health and sanitation and to promote a better standard of living in the villages. |
| ||Active participation in the social life of farmers with activities conducted through Shaktiman Farmers Clubs. |
Shaktiman Krishi Sewa Kendra
Indo Gulf has opened a chain of Shaktiman Krishi Sewa Kendras, one-stop multi-input service centres, at selected locations throughout the marketing territory. Popularly known as SKSKs, these centres are run by selected wholesalers and are manned by field assistants. These field assistants are graduates/post graduates in agriculture and are technically qualified and trained. These kendras are well equipped with a meeting place, magazines and journals on latest agriculture practices and help in knowledge dissemination. Various extension education programmes are regularly undertaken through these SKSKs.
Shaktiman Krishi Swayam Rozgar Kendras (SKSRK)
After the successful implementation of Shaktiman Krishi Sewa Kendras (SKSKs), Indo Gulf expanded the network to provide better service to farmers at more locations in rural areas. A new scheme was launched, which involved the employment of unemployed agriculture graduates as entrepreneurs to run similar Krishi Sewa Kendras to provide services to rural farmers.
These SKSRKs act as a focal point for carrying out extension education programmes and provide agricultural inputs and advisory services through a single window. In addition to agri-inputs, agriculture implements such as sprayers, dusters are rented out to farmers on a token rent of Re.1 per day.