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In March 2008, two Indian conglomerates, Godrej and Future Groups agreed to join hands for initiating rural retail. Future Ventures of Future Group bought a 70% stake in Godrej Aadhaar Retailing Ltd, a wholly owned subsidiary of Godrej Agrovet, which is a division of the Godrej Group. Godrej Aadhar addresses the needs of agriculturists and the farming communities in general, whereas Godrej Agrovet caters to total consumer requirements of rural households in their outlets. India with its predominantly rural and semi-urban population, presents an enormous potential for rural retailing. Cashing in on this, Godrej has joined hands with Future group to open retail shops in rural areas. An exploration into the marketing synergies of the alliance which seems to be a win-win strategy has been attempted.