Usha International eyes tier-III, VI towns

With a focus on rural areas, Usha International is strengthening its distribution strategy besides opening company-owned brand stores in tier-III and VI towns. Presently, the company  runs about 60 company-owned showrooms in urban regions.

The brand has already appointed 40 integrated rural distributors and hopes to have 175 such distributors by the end of this fiscal year. The firm wants each of these integrated rural distributors to serve about 200 retailers in tier-III and VI towns. Under its brand Usha Joy, the firm has opened the first store at Barabanki and further hopes to open four more Usha Joy stores in the next few months. For distribution in urban areas, the company is appointing exclusive distributors offering business opportunities.

Usha International Ltd, a constituent of the Siddharth Shriram group, was formed in 1934 and started doing business under the brand name, Usha. Over the decades, this brand name has become a household name in India while the company has diversified into the business of new age home appliances, sewing machines, fans, power products, water cooler, water dispensers, modern farm equipments and auto components.