Leading tyre manufacturer and market leader in truck bus radial segment, JK Tyre & Industries has announced its collaboration with ITC’s e-Choupal for engaging with rural communities. The company says under this endeavour JK Tyre will leverage ITC’s network of Choupal Saagars in Madhya Pradesh, Maharashtra and Uttar Pradesh.

The Choupal Saagars are ITC’s rural malls that integrate integrated rural services hubs. The rural mall sells everything from fertilisers and hair oil to mixer-grinders and tractors.

JK Tyre states that the partnership is aimed at expanding presence in the rural markets through ground level 360 degrees engagement. JK Tyre will engage at the Choupal Sagaars - ITC’s integrated rural services hubs across the three states in a phased manner. The Choupal Saagar will also facilitate brand visibility and engagement for JK Tyre’s product range with rural customers. The tyre maker says it will also undertake other collaborative initiatives with ITC’s e-choupal including target group discussion and influencer, and customer meets, among others.

Srinivasu Allaphan, director-Sales and Marketing, JK Tyre & Industries said “The rural sector has shown great resilience in this challenging phase. Our association with ITC’s e-Choupal will further help in reaching out and engaging with the hinterland customers which in turn will help us understand and serve them better. Going forward, we are going to further strengthen our rural engagement with several new initiatives.”

Rajnikant Rai, chief executive, Agri Business Division, ITC said “We are indeed happy to forge a partnership with JK Tyre, leveraging the e-Choupal eco-system to cater to the aspirations of rural consumers. This initiative is anchored on the holistic engagement that the ITC e-Choupal initiative delivers in partnership with other institutions aimed at empowering farmers and rural communities.”