Petonic Infotech Pvt Ltd a professionally managed, fast growing Indian consultancy Company, headquartered in New Delhi has pipped consulting giants including Big 4 consulting firms like Ernst & Young (EY), KPMG, Deloitte and PwC to be appointed as the nodal agency by Integrated Livelihood Support Project (ILSP) to promote brand ‘Hilans’ as a farmer friendly initiative that helps farmers to brand and market their produce for better realization.
ILSP is a joint venture between Uttarakhand Gramya Vikas Samiti (UGVS) and International Fund for Agricultural Development (IFAD), undertaking projects to be implemented in 44 blocks and 11 hill districts of Uttarakhand under the Department of Rural Development of the Government of Uttarakhand.
ILSP has been formed with an intent to reduce poverty by enabling rural households to take up sustainable livelihood opportunities integrated with the wider economy.
Petonic Infotech is among the very few management consultancy firms in the country to have taken up a project of this scale which until now used to be the prerogative of multi-national consulting firms including the Big 4.
The mandate for Petonic is to provide comprehensive services to create brand awareness and adequate marketing strategies for products like pulses, spices, honey, sugar, tea, soaps and other FMCG goods produced by the local farmers of the State. It also includes provision of complete marketing collaterals and strategy such as preparation of Business Plans, Pitch Decks and development of a comprehensive Financial Model for brand ‘Hilans’.
The marketing and sales plan to be provided by Petonic would encapsulate seven aspects including products, pricing, promotions, place, packaging, positioning and people involved. It would also develop a comprehensive campaign including a series of advertisement for communication with the target audience.
In line with the capabilities of Petonic, the mandate also requires it to present detailed financial projections including forecast of future revenues and expenditures of the project. That apart the company would also be instrumental in setting up a strong Distribution Channel including setting up of Internet/Franchising/Wholesaler-Retailer network and appointing of sales staff, Direct marketing and setting up of own stores.
Commenting on these developments, Mr. Yuvraj Bhardwaj, CEO at Petonic Infotech said “we are very happy and proud to collaborate with ILSP which gives us an opportunity to serve our farmers and help improve the livelihoods of communities that have the capability to develop and grow the best of the produce but lack support in marketing them and deriving best prices.”
Petonic would also be required to develop cross channel marketing by ensuring the brand’s exposure across social media platforms, mobile apps, websites, through email and word-of-mouth recommendations.
Dr. Ahmed Iqbal, Additional Project Director of Uttarakhand Gramya Vikas Samiti (UGVS), a Project Management Unit set up by the Government of Uttarakhand with support of IFAD funded Integrated Livelihood Support Project (ILSP), summarizes the vision of the State for ensuring livelihood and food security to farmers of hill districts. “The brand, Hilans is symbolic of the soaring aspirations of young, resilient farmers of Uttarakhand seeking to empower the consumers by bringing fresh, natural and healthy choice directly to their homes. The choice of a professional consultancy like Petonic, was a conscious decision that would enable ILSP to leverage modern age lean and efficient business management practices to the best interest of our farmer collectives. ILSP seek to build upon this collaboration and dwell upon the Journey together telling the world what Hilans has to offer – a chance to give back to Mother Nature and her long -forgotten children.”