Andhra Pradesh - Visakhapatnam   

GCC's marketing fetches rich dividends

Santosh Patnaik

INDUSTRYDOSSIER Corporation gets `A' grading for the last three years

VISAKHAPATNAM: Shift in focus on increasing the distributor network and attractive packaging has made Girijan Cooperative Cooperation's (GCC) `Girijan' brand a household name.

Its most sought-after product Girijan pure honey has helped GCC pursue an aggressive path in popularising all other products including shikakai, seedless tamarind and rajma under the brand name Girijan.

``Our performance indicators themselves speak volumes about our success though we are content with what we have gained. We want to continue our sustained effort to improve our client base further by launching more value-added products,'' GCC Vice-Chairman and Managing Director A. Vidyasagar said.

Performance

A cursory look at GCC's performance reveals that from nearly bankrupt situation, the corporation could achieve the distinction of getting `A' grading for last three consecutive years.

GCC could improve its turnover from Rs. 97.33 crores in 2000-01 to Rs. 110.74 crores in 2001-02, Rs. 110.05 crores in 2002-03, Rs. 126.87 crores in 2003-04 and Rs. 160.22 crores in 2004-05.

This year's target of Rs. 325 crores itself typifies the confidence the management has on its products. It has achieved (as of July) a cumulative business of Rs. 53.48 crores as against a cumulative target of Rs. 50.67 crores.

Sustained growth

The GCC has recorded a sustained growth in minor forest produce (MFP) procurement during last five years (2000-01 to 2004-05) crossing the seven-year-long barrier of Rs. 12-crore mark and achieved record high procurement of Rs. 31.07 crores during 2004-05.

Some of the chief MFP being procured include gum karaya, honey, mohwa flower, tamarind, nux vomica, maramamidi, pungam, shikakai and soapnuts. There is impressive improvement in bulk sales of MFP, which has gone up from Rs. 22.40 crores in 2001-02 to Rs. 36.25 crores in 2004-05.

The secret of GCC success story is linked to market-driven procurement, forward sale tie-up and joint venture agreements with national-level organisations, training programmes to tribals to improve quality of MFP, training to grassroots functionary to attain change in attitude and inclusion of more MFP into consumer product segment.

Product range

The corporation's product range has been widened with the launching of Girijan honey from 50 gram to 5-kilogram containers, ritu turmeric, neem and aloe vera soaps, flower tamarind, pulp tamarind and deseeded tamarind. White beans, rajma, turmeric powder, tamarind paste and amla powder are other popular products of the corporation.

A powerful network established by GCC by appointing 200 distributors as part of its new marketing strategy is also responsible for successfully penetrating into the market.

To further increase its presence, GCC is now focussing on launching products, such as squash concentrates, herbal tea, diet pills, shampoo and other hair care products with shikakai and soapnuts, moisturiser creams, wax strips for removal of unwanted hair and rheumatic pills and balms.

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