An Empirical Study on Rudi Multi Trading Company Limited (RMTCL) : An Initiative to Empower Rural Women, Rural Retailing and Customers

Retailing of products in urban or rural areas is bundled with challenges and opportunities. It is witnessed that longer distribution channel with presence of many intermediaries squeezes the margins of manufacturers. This results in the inability of small and marginal farmers of rural India to negotiate good deals for their produce. A direct connection of growers and customers will avoid profiteering of producers and customers. This represents a huge potential for rural retail marketing through networking of such producers. In order to distribute the producer's product through a well-established network at the village level, the RUDI project was started by SEWA in 2004. This study explores the initiatives and activities of RUDI Multi Trading Company Limited (RMTCL) related to rural distribution network. Further, the functions of Rudiben and her empowerment level have been empirically evaluated. In order to discover retailing potential of Rudi products, the urban retailers have also been surveyed and their awareness level for Rudi products has been checked. The findings revealed that majority of Rudiben were highly satisfied with their overall engagement with RMTCL and the training provided by this corporation was very beneficial professionally and personally. While for the urban retailers, it was observed that all the respondents were ignorant about these products and their willingness to include Rudi products was also skeptical. Existing satisfied brand loyal customers of Rudi products favoured repeat purchase of the product. Responses of potential customers were mixed, some of them wished to try Rudi products whereas others denied moving away from branded products