In association with the Rajasthan government, Future Group pioneered ‘Annapurna Bhandaar', a scheme to transform all the government run ration shops into stores that will house a wide range of household items at lower prices. With an aim to give consumers in the interior parts of the state an access to the best consumer products, the scheme has successfully managed to sell private brands to an untapped customer base, changing their lives and also the lives of the many ration shop owners. 

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