Godrej in collaboration with Dhriiti works towards building capacities of rural retailers and strengthening their capacities to increase their income levels. The program has been initiated in 2 states – Uttar Pradesh and West Bengal. The programme mobilises and trains rural micro retailers not only build their capacities in doing better business and enhance their livelihoods but also looks at building a model of expansion of rural sales through the outreach of these micro retailers. The micro retailers go door to door to enable product promotion as well as servicing of the last mile.
The programme has been initiated in 2016 as a pilot and looks to effectively capacitate more than 150 micro retailers in the pilot phase. The Rural Intensification Program aims to provide retailing skills to the rural youth such that its becomes an effective source of livelihood for them. The programme envisages creating a pool of rural micro-retailers for effective rural reach-out and market penetration