Vipani is the marketing wing of ALEAP. It was incorporated and inaugurated by Smt.D.K.Aruna, then Honourable Minister for SSI, Govt. of A.P. in the year 2009. The aim of Vipani is to connect the manufacturer to the consumer. Many vendor development programs were organized to promote marketing.
Vipani is born out of the intention to help MSMEs under ALEAP to increase their market penetration and scale their businesses. Vipani is conceived to be a marketing and retail platform. ALEAP entrepreneurs can leverage this platform to increase their market reach.
Vipani will market FMCG products and other services through multiple channels. Customer will be offered the convenience to place orders through Vipani’s commerce site and over the phone. Vipani also plans to open retail outlets inside MNCs and other large Indian companies. Vipani has a commitment space for an outlet from a large business, even before its official launch. At a later stage, Vipani plans to open large warehouse outlets which cater to the higher-end of consumer Pyramid.
Vipani will launch its services in Hyderabad and expand across Andhra Pradesh state. Vipani’s business model is based on the tenants of lean, low cost operations, low profit margins, customer service excellence and bigger margins of MSME manufacturers. Vipani will enroll individual and institutional customers into annual, paid membership programs, offer them home/office delivery at no extra cost and sell products cheaper than they can find at other retailers. Customers will also be offered cash rewards based on their annual spend to promote loyalty and increase satisfaction.
Vipani will differentiate itself from other Indian retailers by placing customer satisfaction ahead of profits and delivering value which will be hard for establhished, large retailers to match. ALEAP entrepreneurs’ will retain higher margins on their products compared to selling through other retail partners. Products will be marketed under respective MSME manufacturer's brands or under Vipani-owned brands based on market opportunities and competitive scenarios.