Deepika Agrawal 
European carmaker Renault’s India arm has partnered with tech-led digital platform BLS E-Services to expand its reach in rural areas of the country. Both the companies have signed a Memorandum of Understanding (MOU) to boost the availability and accessibility of the carmaker’s 2024 vehicle range – Kwid, Triber and Kiger in rural India. Under the collaboration, Renault will leverage BLS’ touchpoints to drive sales by converting customer leads generated at these points into potential buyers.
The latter currently has a network of approximately 100,000 touchpoints, including business-to-consumer (B2C) platforms, customer service points (CSPs), and Village Level Entrepreneurs (VLEs), along with 1,016 digital stores. These will help spread awareness about Renault cars and facilitate sales in rural and semi-urban regions across the country. Customers who book a car using BLS E-Services will also be able to explore finance options and experience test drive at these facilities.
The deal with Renault is significant for BLS as it aligns with its vision by enhancing income opportunities for its touchpoints. Addition of Renault products to the portfolio will also elevate the quality of services and products offered to its customers, thus fostering the company’s growth and expanding its quality outreach.
Under the partnership, Renault will pass on a margin of INR 4,000 to BLS on every sale made to walk-in customers. On the other hand, BLS touchpoint owners will also be able avail up to INR 12,000 worth of benefits when purchasing a Renault car for their own family’s use. “By forging this alliance with Renault India, we are sculpting a dynamic landscape of progress. This collaboration transcends transportation; it’s a transformative journey, delivering Renault’s automotive brilliance directly to the heart of rural India,” said Shikhar Aggarwal, Chairman of BLS E-Services.
Both the parties believe that the collaboration will pave the way for manufacturers like Renault to offer their products to rural and semi-urban regions in the country, creating an additional market for them while also expanding purchase options for thos eliving in remote areas. “Rural India holds great potential for us, and through our collaboration with BLS E-Services, we aspire to deepen our presence in these markets by introducing our made-in-India, made for the world cars,” said Sudhir Malhotra, Vice President of Sales and Marketing at Renault India Private Limited (RIPL).
