Telecom operators are joining hands with the fertiliser cooperatives to reach to rural areas. Following Bharti Airtel and IIFCO's foot steps, KRIBHCO and Reliance Communications Ltd (RCOM) today formed a joint venture, KRIBHCO Reliance Kisan Limited (KRKL). The JV will distribute RCOM’s services through its network of more than 25,000 cooperatives throughout the country. KRIBHCO will hold 60 per cent equity in the JV company with the balance 40 per cent held by Reliance ADAG group.

“The JV will market telecom products of RCOM – both GSM and CDMA,” said S. P. Shukla, president, wireless of RCOM. “Later, KRKL will also distribute products and services of other business enterprises of Reliance ADG including Reliance Capital, Reliance Entertainment and BIG TV DTH.”

This is second such marketing tie up to reach out to the rural area. Earlier, Bharti Airtel did a similar tie up with IFFCO.