Renault India has noted that its rural sales have increased from 7% in 2019 to 37% in 2022 as it increased ease of access in the rural parts of the country through the expansion of physical network infrastructure, customer engagement initiatives, recruitment of trained local representatives and last-mile e-governance.
Rural Journey
The company’s rural journey started in 2019 with the identification of new low-cost formats for showrooms, followed by the expansion of network infrastructure under ‘Project Vistaar’.
Under the project, the carmaker, through its network, recruited, trained, and deployed close to 500 specialised sales consultants called Resident Dealer Sales Executives (RDSE). These RDSEs ensured a better connection with the customers, enhancing the OEM's reach within the country and creating a strong network in the rural markets.
Grameen Mahotsavs
With an aim to make further inroads into the rural market, Renault adopted a customer-centric approach with extensive target audience engagement through Grameen Mahotsavs.
Organised in over 200 villages so far, these Mahotsavs garnered great responses from customers. To keep the momentum high, the carmaker adopted a digital format during the last few challenging years, creating the first of its kind, ‘Digital Grameen Mohatsav’.
Interestingly in 2021, Renault India became the first passenger car OEM to join hands with the CSC Grameen e-store, ensuring easy access to Renault’s products and services.
As a network of local stores run by a massive network of four lakh Village Level Entrepreneurs (VLEs) trained by Renault teams, CSC addresses queries from potential customers and delivers last-mile e-governance services.
The company's partnership with CSC commissioned 400 Renault Booking Centres last year, allowing rural customers to book their favourite Renault car within their locality with ease and convenience.
Model Villages
Recently the company also engaged with more than 50 villages across the country to develop them as ‘Model Villages’. Renault India has designed and developed a dedicated plan for the sustainable development of these villages in partnership with the CSC Grameen eStore.
Scholarship Programme
The company has announced a monetary aid to foster education in rural areas - the “Renault Scholarship Programme,” under which the students of certain age groups from these villages will be awarded a scholarship every year basis merit. The programme aims to promote higher education, further empowering the population in rural areas and building sustainable communities.
Local competitions and sports events like ‘Renault Kabaddi’ and ‘Renault Run’ have also been organised to offer a robust platform to budding athletes at the grassroots level to develop their talents.
Ownership Experience
‘Rural Float’ is yet another annual initiative the company has been undertaking to provide a Renault vehicle ownership experience in rural areas, enabling them to touch and feel the cars next to their neighbourhood. The company has so far engaged with more than 25,000 customers in 500 towns across 15 States through this initiative.
Mobile Workshop
Additionally, mobile workshops providing a doorstep service facility - ‘Workshop on Wheels’ (WOW) and ‘Workshop on Wheels-Lite’ were introduced to help facilitate the servicing of Renault vehicles even in the remotest areas. It offers customers a hassle-free car ownership experience in rural and far-flung locations.
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