P&G India unveils ₹500cr rural growth

Procter and Gamble (P&G) India has announced a ₹500-rore ‘P&G Rural Growth Fund’ to accelerate inclusive growth in India’s rural market.

“This fund will provide external partners an opportunity to partner with P&G on business solutions customized for meetings the needs of rural consumers. This will include solutions for superior communication, media outreach and go-to-market solutions like tech-enabled selling, increasing distribution and last-mile delivery,” the organization said.

Madhusudan Gopalan, CEO, P&G Indian Subcontinent said, “Rural India plays an essential part to play in India’s road to recuperation from the pandemic. We have effectively seen the rural segment deliver a strong performance during the last few months and will keep on being a vital driver of growth for the FMCG business.”

“For P&G, accelerating our growth in the rural market is an essential need. With this, we set up P&G’s ‘Provincial Growth Fund’ to work together with external partners who comprehend the country DNA and can enable us to deliver our superior products, communication, retail execution and value to our rural customers,” he added.

Four years prior, the organization has begun its vGROW program to create an active collaboration platform for external partners and suppliers across India.