Shock and Awe! - Mirchandani, Rahul; Patil, Omkar
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Shock and Awe! Building Brands: The Aries Agro Way For over five decades, Aries Agro Limited has redefined brand building in rural India, creating a legacy of trust and innovation without ever relying on mass media advertising. From bold product launches to groundbreaking loyalty programs, and from grassroots campaigns to global recognition, Aries Agro has consistently pioneered "next practices" in agribusiness. Building Rural Brands: The Aries Way captures this extraordinary journey, offering an inside look at the strategies, innovations, and community-driven approaches that have made Aries a…mehr

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Produktbeschreibung
Shock and Awe! Building Brands: The Aries Agro Way For over five decades, Aries Agro Limited has redefined brand building in rural India, creating a legacy of trust and innovation without ever relying on mass media advertising. From bold product launches to groundbreaking loyalty programs, and from grassroots campaigns to global recognition, Aries Agro has consistently pioneered "next practices" in agribusiness. Building Rural Brands: The Aries Way captures this extraordinary journey, offering an inside look at the strategies, innovations, and community-driven approaches that have made Aries a trusted name among millions of farmers. Through compelling stories and illustrative examples, readers will uncover the secrets behind Aries' ability to launch products with shock and awe, cultivate unwavering farmer loyalty, and turn civic responsibility into a brand-strengthening opportunity. You'll also explore how Aries' innovations created ripple effects in industries like aquaculture, how it transformed aerial agriculture with cutting-edge technologies, and how its grassroots initiatives became global success stories. This book is not just a chronicle of a company's achievements-it's a treasure trove of actionable insights and inspiration for anyone looking to create impact in rural markets.
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Autorenporträt
Dr. Rahul Mirchandani

Dr Rahul Mirchandani has 30+ years of experience and is currently Chairman & Managing Director of Aries Agro Limited. Awarded as CEO of the Year 2024 and consistently ranked amongst the 30 Most Innovative CEOs in India since 2014, he has pioneered several unique marketing processes and brand management tactics at Aries. These include launching India's first loyalty programme in agribusiness, India's first Agribusiness flash sale (earning a Limca Book of Records), customer engagement programmes for farmers, executing the first nationwide single day launch for a specialty fertilizer brand as well as several shock-and-awe brand building programmes to sustain and grow 130 rural brands with zero mass media advertising. Many of these strategies are being documented and taught as case studies in customer relations management at leading Indian business schools.

He holds a Doctorate in Management Studies from NMIMS University, Mumbai and is also a Chartered Financial Analyst (CFA) and holds an MBA from the University of Canberra, Australia. Rahul has delivered sessions on Innovation and Entrepreneurship at the Oxford University, UK and has lectured at over 50 B-Schools in India. Rahul actively serves on the Boards of ITM Skills University, the International Zinc Association and CultInno. He has also been elected for a second term as President of the Indian Micro-Fertilizers Manufacturers Association (IMMA), the apex association representing the interests of the Micronutrient industry in India.

A Past National Chairman of the Confederation of Indian Industry's Young Indians (CII-Yi), he is the architect of Yi's Farmers Net program and has served on the CII Agriculture, Innovation, International Policy and India@75 National Councils. He has been the Chairman for the Yi's Next Practices platform and has also chaired Yi's International Relations and Partnerships and is the Founder of the Commonwealth Alliance of Young Entrepreneurs- Asia (CAYE-Asia). He is the recipient of the Bharat Ratna Rajiv Gandhi Yuva Shakti Award 2010 in recognition of outstanding achievements towards Youth Empowerment and Inclusive Growth.

Recognized as one of the world's foremost achievers in his field, Rahul is listed in the Who's Who in the World 2013 and has been invited to Receptions at Buckingham Palace, the International Labour Organization, the Commonwealth Heads of Government meetings, High Commissioners Banquets, Association of MBAs Global Deans conference, amongst many others. Rahul was a member of the Global Jury for the UN-Habitat Youth Entrepreneurship and Innovation Awards 2016. Rahul is a Fellow of the 4Sight Class of Ananta Aspen's India Leadership Initiative and member of Aspen Global Leadership Network.

Mr. Omkar Patil

Omkar Patil is the Head of All India Business Development for Aries Agro Limited, where he has played a pivotal role in driving the company's growth and market presence. Armed with an MBA in Marketing from the University of Mumbai and enriched by a Professional Development Program in Leadership and Business strategy at Harvard University, Omkar combines academic excellence with practical expertise to lead Aries Agro's nationwide initiatives.

A dynamic leader, he is a core member of the leadership team for Confederation of Indian Industry's Young Indians Mumbai Chapter, focusing on impactful rural initiatives. At Aries Agro, Omkar has built and nurtured a young, energetic team at the company's headquarters, ensuring seamless coordination with state and regional teams. His strategic acumen is evident in his design and execution of innovative campaigns, pricing strategies, and sales promotions, which have significantly enhanced the company's market footprint.

Recognized by Forbes India as one of the Next-Gen Leaders of Aries Agro, Omkar is celebrated for his data-driven approach to strategy and his impeccable execution of large-scale Meetings, Incentives, Conferences, and Exhibitions (MICE) programs across India and internationally. His visionary leadership continues to propel Aries Agro toward new horizons of success and innovation.