Anil Ambani-led Reliance Communications has entered into a marketing JV with Krishak Bharati Cooperative Limited (KRIBHCO) for selling its products in rural India. 

Under the arrangement, KRIBCO will hold 60% equity in the JV company, while the balance 40 per cent would be held by Reliance ADAG.

The newly formed JV company, which will be known as KRIBHCO Reliance Kisan Ltd, will initially market telecom products of RCom, both GSM and CDMA. But later, it will also distribute products and services of other business enterprises of Reliance ADAG, including Reliance Capital, Reliance Entertainment and BIG TV.

KRIBHCO has over 25,000 cooperatives, 6300 member cooperatives and 60 Krishi Seva Kendras spread across the country.

Earlier, Telecom giant Bharti Airtel had signed a similar pact with fertilizer major IFFCO to distribute its products and services in the rural market.

The financial details regarding the deal were not disclosed by both partners.