Ayurveda Giant’s Investments Spark Growth Across Rural & Urban India: All You Need To Know
A leading Ayurvedic FMCG player is making waves in India’s economic landscape by strengthening both rural and urban sectors through a blend of grassroots sourcing, job creation, and wide retail expansion.
The company, which began operations in 2006, claims to have significantly contributed to employment generation, agriculture, and local entrepreneurship by tapping into traditional supply chains and modern retail formats.
Supporting Farmers and Rural Enterprises
According to the company, it has taken several steps to uplift the rural economy. A major part of its raw materials — including oils, grains, and herbs — is sourced directly from local farmers. This approach, the company claims, has not only raised farmers’ incomes but also supported small and medium enterprises (MSMEs) in rural India.
The firm highlights its ‘Farmer Samriddhi Programme’, run in partnership with the National Skill Development Corporation (NSDC) and Agriculture Skill Council of India (ASCI), which trains farmers in organic farming methods and modern agricultural techniques.
The company said, “The initiative is promoting sustainable development in rural India.”
Major Job Push Through Mega Manufacturing Units
One of its largest recent undertakings is the establishment of a mega food and herbal park in the Yamuna Expressway Industrial Development Authority (YEIDA) region. This includes a Rs 500 crore biscuit manufacturing plant, a Rs 600 crore milk processing unit, and a Rs 200 crore herbal farm.
These facilities are expected to generate thousands of employment opportunities for local residents, further boosting the rural job market.
Urban Expansion Through Retail and Affordable Products
The firm claims to have opened thousands of franchise and mega stores across India to increase accessibility of its products.
It said, “These stores have boosted retail trade in urban areas and created new sources of income for local traders. For example, setting up a mega store requires an investment of Rs 1 crore and at least 2,000 square feet of space, giving aspiring urban entrepreneurs a strong business opportunity.”
Its acquisition of Ruchi Soya — valued at around Rs 4,350 crore — has strengthened its position in the edible oils and food segments, giving urban consumers access to more affordable and locally produced items.
Digital Push and Inclusive Pricing Boost Consumption
The company credits its distribution and marketing approach for furthering its reach across India. By leveraging both traditional mom-and-pop stores and online platforms, it has managed to tap into diverse consumer bases.
“This has not only increased product sales but also provided economic benefits to small retailers,” the company said. “Keeping our products affordable has helped us reach middle- and lower-income consumers, boosting consumption in both urban and rural regions.”
It added, “Through innovation and strategic investments, the company has strengthened its position. This is an important step toward building a self-reliant Indian economy and narrowing the rural-urban divide.”
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