KRAFTED FOR THE KISAN
KisanKraft was founded in August 2005 by Mr. Ravindra Agrawal and Mrs. Sarika Agrawal. Driven by passion for agriculture it soon grew to become one of the leaders in the farming implements sector catering to small and marginal farmers in India. Their main service mission was to reach and serve their target segment through research & development, manufacturing, good quality value for money products and advisory service through a large dealer network for the Agricultural and Non-Agricultural sector.
The need for an experience center was a strategic business necessity to augment brand equity and showcase their extensive portfolio to influence the expansion of their dealer network. This was implemented in a space of 5500 square feet at their factory premises in Nellore, designed to showcase their marquee brands, such as KisanKraft, offering affordable complete agri-mechanized solutions, the economy range of Farmboy and power tools portfolio in Aryantra.
The Experience Center is conceptualized to deliver the experience of an “organized gallery of engineered solutions” that engages visitors with empathetic and consultative advice through service, product presentation and engagement. The visitor journey in the store is directed through meaningful zones that enable Exploration (of the brand’s credentials and service) , Evaluation (of the brands product solutions portfolio) and Enablement (decision for business conversion and partnership).
The store’s concept design is a modern take on a palette inspired by agriculture comprising of earthy materials, biophilia, metal and wood with pop color highlights that call out their brands across the store. The palette interpreted in the architecture, fixtures, way-finding and communication helps deliver an aspirational environment distinctly proprietary for the brand. A main feature is a model 300 square feet dealership outlet for potential business partners to experience in person. Lighting and visual merchandising play a key role in building brand aspiration, convenience and consultative engagement in the unique overall brand experience.