The exposure of the company
to Rural India is so extensive that Francis Kanoi is consulted widely on strategic
rural marketing initiatives.
vastness of exposure that Francis Kanoi has had to rural areas can be gauged by
the fact that Francis Kanoi has, over the years, covered over 50,000 villages,
conducting over a million interviews as a part of various studies.
major study has had researchers from the company, at the highest levels, travelling
extensively in the villages.
doing all this, Francis Kanoi has been a witness to the socio-economic and political
transformation that is taking place in the villages across the country, over the
last 20 years.
While a sizeable
quantum of work done by the company in the villages has been on durables, cycles,
two-wheelers, etc., the expertise has mainly come through its intense involvement
in research related to agri-inputs.
The agri-inputs research handled by the company has covered every significant
crop including rice, wheat, sugarcane, jowar, pulses, cotton, oilseeds and some
25 vegetables. It has covered every conceivable agri-product including seeds,
insecticides, fungicides, weedicides, sprayers, agro-engines and tractors.
kind of studies conducted by us range from qualitative studies on product concepts,
choice behaviour and ground realities of retail practices to large quantitative
exercises scanning occurrence of pests and weeds, tracking of crops, cultural
practices, economics of cultivation, etc..