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Aug, 14 2017


Vamsi Udayagiri, CEO, Rural Yellow Times, envisions to bring world-class international exhibitions to tier II cities via Janatha Expo. Udayagiri talks about his business and its benefits.

How was the concept of Janatha Expo incepted? How it works?

I started Rural Yellow in 2012 to bridge the gap between supply and demand of rural value chain and worked on job alerts for rural, campaigns and promotions for rural and exhibitions for the agriculture and health sectors. I was thinking of a holistic platform for everything and for everyone, a platform which will be a marketplace through community engagement. That’s when it was started. As our target segment is for Janatha, to Janatha and by Janatha, we zeroed in on ‘Janatha Expo’.

Our operating model in a town is as follows:

> Contest: Janatha Expo has a host of contests for all sections of public. For the youth, we have brand ambassador, for kids we have Wonder Kid, and for women, we have maguva, etc.

> Expo: Janatha Expo is an international standard exhibitions, where we exhibit all sections at one place. The main focus is on fun, shop and experience.

> Mobile App: The mobile app is a community engagement platform and all the visitors and the contest are part of this app. We have a host of services for the visitors to get connected and experience. Through the app, the users will be able to access to all kinds of services like job alerts, buy and sell, etc.

> Cart: Janatha cart is a shopping cart, where we offer unique range of products to our end customers.

> Store: Janatha store is the retail segment of Janatha, which is present throughout the year.

> Janatha 365: Janatha 365 is the marketplace with community engagement platform.

> Merchandise: We provide Janatha-branded products at unbelievable prices

> Marketplaces: Expo/flea markets at regular intervals and our engagement platforms – app and cart will engage the customers throughout the year. Janatha 365 is a marketplace mixed with community engagement where there will be shopping, fun and activities throughout the year

Discuss in brief about the brand and services it offers?

Janatha Expo is one-of-its-kind international expo focusing on creating a world-class experience for shopping and fun. The grand expo offers international brands, local products and handmade products on one unique platform. The expo brings together everything for everyone – be it kitchen, fashion, furniture, games, educational gadgets for kids, lifestyle and latest gadgets or entertainment and fun for the entire family.

Why do you want to franchise it?

Each and every town has specific uniqueness, and localization is important for us to be successful. The franchising route will help us to get engage with the right partner, who will drive the local markets. Also this will help us for better market penetration and faster expansion across India

What benefit a partner will get post-associating with you?

Janatha is all about creating marketplaces and we have a gamut of offerings for our partner to get continuous revenues and exponential growth. By associating with us one can get the benefits of the strong eco system including sponsorships, brand value etc. For investors, it is a proven business model as it assures guaranteed returns on the investment. Our franchise model offers 100% returns in 18 months.

Discuss in brief your entrepreneurial journey.

Rural Yellow took its inception to bridge the gap between supply and demand of rural value chain. The aim was to offer employment, empowerment, entrepreneuship through events, campaigns, promotions, etc. we started our own brands called Back to Farming, Healthplus Asia, Agri-Horti Tech, Make in Rural, Maguva and Janatha Expo.

What is the current potential of this industry? How do you see your brand in the coming years?

Small towns in India (Over 10 lakhs and below) contribute around 50 per cent of the Indian consumer market today; their growth contribution is even larger. The potential is enormous and we are seeing our brand as the market leader in this space in the coming years. By 2020, we are planning to enter into 100 tier II towns pan-India.

Which business model does your company follow?

Our business model is to create marketplaces through community engagement with various touch points, including app, expo, retail stores, e-commerce, markets, etc.

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