View
1.143
Download
2
Category
Preview:
Citation preview
1
A PROJECT REPORT ON
“Organized Retail Sector”
- Challenges and Opportunities
Submitted in partial fulfillment of Bachelors of
Management Studies L.S. Raheja College of Arts and
Commerce University of Mumbai
Academic Year 2010-2011
Submitted by: Arbaaz Khan
Project Guide: Prof. Punit Neb D’Souza
2
DECLARATION
This is to certify that the project report entitled Organized retail
sector – Challenges and Opportunities is submitted by me in partial
fulfillment of the requirement of Bachelors of Management Studies in the
academic year 2010-2011. The information it comprises of is true and
original as per my research and observation.
________________________
Signature of the student
ARBAAZ KHAN
3
CERTIFICATE
This is to certify that Arbaaz Khan has completed the project under
the guidance of Prof. Punit Neb D’Souza in the academic year 2010-2011
and has submitted the university in partial fulfillment of the requirement of
Bachelors of Management Studies.
_____________________ ___________________
Signature of the Principal Signature of the Project
Guide
(Dr. Ms. M.B. Madlani) (Prof. Punit Neb D‘Souza)
________________________________
Signature of the External Examination
4
ACKNOWLEDGMENT
This project was a great learning experience and I take this opportunity to
acknowledge all those who have helped in making this project.
At the onset, I would like to thank Mr. Nilesh Pednekar of Reliance Retail Ltd. for his
invaluable guidance and inspiration.
I would also like to thank my project guide Prof. Punit Neb D‘Souza for her support,
guidance and encouragement.
Let me take this opportunity to thank our course coordinator Ms. Kruti Shah for her
patience and constant motivation.
I would also like to thank our Principal Dr. Ms. M. B. Madlani.
Last of all I would like to thank for colleagues for their support and ideas that have gone
a long way in the making of this project.
5
Executive Summary
The retail sector in India is witnessing a huge change in its retail industry as
traditional markets make way for new formats such as departmental stores, hypermarkets,
supermarkets and specialty stores. In this project an attempt has being made to
understand the current scenario of the organized retail sector in India and the future
challenges as well as the opportunities for the Indian retail sector. The challenges are
such as opening of the multi brand retail to foreign players, who are at present only
allowed to invest in single brand retail up to 51% and 100% in wholesale retail through
FDI and also the threat possessed by foreign players such as Wal-Mart, Carrefour and
Tesco because it is often said that emergence of this player changes the entire game of
retail in the country. It would be challenging for the Indian players to grow in the market
and grasp the hold on the consumers to bring them up shopping to their store. The history
of Indian retail sector is not much older but a couple of decades.
The major reform in the Indian retail sector started in the year 1991 after
liberalization measures were taken by the country. Since then the retail sector have being
growing but yet it has to emerge as at the top. This project will put light on steps being
adopted by some existing player to face this challenges possessed by emerging players
and unorganized retail segment with precise case study about Sahakari Bhandar who
have being in this filed for past 40 years and how it has evolved its business in recent
years especially after joining hand with Reliance Retail, in systematic manner through a
SWOT analysis of this firm and highlighting the some future opportunities for present
players in the rural market who have till now confined their operation only to I,II,III tier
cities. The project focuses majorly on opportunities in term of un-tapped market,
challenges from emerging player along with a case study on the oldest player in the
segment Sahakari Bhandar would be the essence of this project.
6
Index
Sr. No Topic Page No
1. Introduction. 7_
a. History. 9_
b. Retail Sector in India. 11
2. Unorganized v/s Organized. 13
3. Foreign Direct Investment. 16
a. Present Scenario. 16
b. Benefits. 17
c. Concerns. 18
4. Types of Retail Operations. 20
5. Existing Players. 25
6. Emerging Players. 34
7. Rural Market- Yet to be explored. 36
8. Sahakari Bhandar- A Case Study. 40
a. Introduction and History. 40
b. Research Methodology. 42
c. Survey on the Customers of Sahakari Bhandar. 43
d. SWOT Analysis of Sahakari Bhandar. 48
e. Five Forces of Sahakari Bhandar. 56
9. Conclusion. 61
10. Appendix. 62
11. Bibliography. 68
7
Introduction
The retail sector in India is majorly categorized into two forms i.e. organized
retail and unorganized retail. Organized retail consists of the modern retail stores such as
super market, hyper market, etc. on the other hand unorganized retail consists of the
traditional retail stores such as Kirana shop, general store, paanwala, etc. The retail sector
in India is witnessing a huge changing exercise as the traditional markets make way for
new formats such as departmental stores, hypermarkets, supermarkets and specialty
stores. Western-style malls have begun appearing in metros introducing the Indian
consumer to a shopping experience like never before. Retailing is one of the pillars of the
economy in India and accounts for about 35% of the GDP. Organized retailing refers to
trading activities undertaken by licensed retailers i.e. those who are registered for sales
tax, income tax, etc. These include the corporate backed hypermarkets and retail chains,
and also the privately owned large retail businesses. Organized retail such supermarkets
accounts for just 6% of the market as of 2009. Regulations prevent most foreign
investment in retailing. Retailing is emerging as a sunrise industry in India and is
presently the largest employer after agriculture. Retailing includes all activities involved
in selling goods or services directly to final consumers for personal, non-business use.
India's vast middle class and its almost untapped retail industry are key attractions for
global retail giants wanting to enter newer markets. However the Indian retail sector is
still in an emerging stage. Organized retailing aims at providing an ideal shopping
experience for the consumer based on the advantages of large-scale purchases, consumer
preference analysis, excellent ambience and choice of merchandise. Efficient
management of the supply chain to ensure the profitability of the entire chain, large
outlets with modern ambiance and facilities, a wide product profile, self service facilities
etc are generally the features of a modern retail store.
8
For a long time, the corner grocery store was the only choice available to the
consumer, especially in the urban areas. This is slowly giving way to international
formats of retailing. The traditional food and grocery segment has seen the emergence of
supermarkets/grocery chains. The Indian Retail sector has caught the world’s imagination
in the last few years. Topping the list of most attractive retail destination list for three
years in a row, it had retail giants like Wal-Mart, Carrefour and Tesco sizing up potential
partners and waiting to enter the fray. In fact all the three retail giants have already made
an entry in the Indian market and have made tie-up with Indian companies. India’s retail
growth was largely driven by increasing disposable incomes, favorable demographics,
changing lifestyles, growth of the middle class segment and a high potential for
penetration into urban and rural markets. Asian markets witness a shift in trend from
traditional retailing to organized retailing driven by the liberalizations on Foreign Direct
Investments. For example, in China there was a drastic structural development after FDI
was permitted in retailing. India has entered a stage of positive economic development
which requires liberalization of the retail market to gain a significant enhancement.
Hence the Indian government is looking forward to allow a 51% entry to the foreign
companies in organized retail sector. A vast majority of India's young population favors
branded garments. With the influence of visual media, urban consumer trends have
spread across the rural areas also. The shopping spree of the young Indians for clothing,
favorable income demographics, increasing population of young people joining the
workforce with considerably higher disposable income, has unleashed new possibilities
for retail growth even in the rural areas.
9
History
In India retailing started from the emerged from the opening up of the nearby
Kirana stores. This in more specific terms can be said to be as a convenient store. The
government of India took steps in order to open up its economy and welcome the new
trend of modern retail. Very first franchise model of store chains in India was started by
the khadi and village industries commission. 1980’s brought more change as slowly the
economy was opening up. The textiles sector with companies like Bombay Dyeing,
Raymond’s, S Kumar’s and Grasim saw the emergence of retail chain stores. Later in a
few years Titan successfully created an organized retailing concept and established a
series of showrooms for its premium watches. With 1990’s there was more change and
now the manufacturers were shifting to become pure retailers. 1990’s brought the
emergence of shopping centers, mainly in the urban areas where facility of car parking
and home delivery provided a complete destination of shopping experience for all the
segments of the society. The traditional grocers, by introducing self-service formats as
well as value-added services such as credit and home delivery, have tried to redefine
themselves. However, the boom in retailing has been confined primarily to the urban
markets in the country. 2000’s brought the emergence of hyper markets and super
markets trying to provide with 3 V’s i.e. value, variety and volume.
In the past few years, India’s retail journey seemed picture perfect with the most
attractive ‘stops’ still unexploited and under-penetrated. Favorable demographics, steady
economic growth, easy availability of credit, and large scale real estate developments
were fuelling the growth of Indian retail market. The opportunity was there for all to see
and India was the destination of choice for top global retailers. One can assume that the
retailing revolution is emerging along the lines of the economic evolution of
society. India has sometimes been called a nation of shopkeepers. Even among retail
enterprises that employ hired workers, the bulk of them use less than three workers.
India's retail sector appeared underdeveloped not only by the standards of industrialized
countries but also in comparison with several other emerging markets in Asia and
10
elsewhere. There were only 14 companies that ran department stores and two with
hypermarkets. While the number of businesses operating supermarkets was higher most
of these had only one outlet. The numbers of companies with supermarket chains were
very few which now has grown to a great number proving India’s potential in this sector.
11
Retail Sector in India
The Indian retail market is the 5th most attractive market in the world. The retail
market in India is still mostly untapped and needs to be explored. The growth in the
market is forecasted due to the vast middle class that prevails in India. The turnover of
the retail sector in India is of about $510 billion. This figure is expected to grow by about
15 to 20 % in the next coming decade. The India Retail Industry is the largest among all
the industries, accounting for over 12 per cent of the country’s GDP and around 8 percent
of the employment. One of the reason for the sector not being too much successful as in
the other developed countries is the initial investment that is required to break even with
the other companies and compete with them. India Retail Industry is gradually inching its
way towards becoming the next boom industry. India continues to be among the most
attractive countries for global retailers. At US$ 511 billion, its retail market is larger than
ever and drawing both global and local retailers. Apparel, along with food and grocery,
has being the leading organized retailing in India. India has one of the largest numbers of
retail outlets in the world. A report by Images Retail estimates the number of operational
malls to grow more than two-fold, to cross 412, with 205 million square feet by 2010,
and a further 715 malls to be added by 2015, with major retail developments even in tier-
II and tier-III cities in India. The future in Indian retail looks more promising as the
market is growing and the government’s policies are becoming more favorable and
emerging technologies are facilitating operations. The Indian population is witnessing a
significant change in its demographics. A large young working population with median
age of 24 years, nuclear families in urban areas, along with increasing working-women
population and emerging opportunities in the services sector are the key growth drivers of
the organized retail sector.
However there are a few loopholes in the retail sector which might be needed to
be overcome. The manufacturers cannot directly reach all retailers in a particular
geographical area. Therefore, the manufacturers cannot maintain the desired relationship
with the retailers which in turn make management of the channel complicated. This also
makes the possibility of a direct feedback loop from the retailers almost
12
remote. Therefore, the member operating between the manufacturers and retailers
become more powerful as they can block the channel of communication between the two.
So the dependence of retailers on other channel members increases to a high extent. Thus
the participation of retailers in the flows of marketing mix becomes lower than
desired. The financial strength of the Indian retailers, in general, is very low and hence
the investment capabilities. This makes the retailers more dependent on the other channel
members. However, these characteristics are peculiar to the small retail outlets and may
not be present at every kind of retail level. Indian market has high complexities in terms
of a wide geographic spread and distinct consumer preferences varying by each region
necessitating a need for localization even within the geographic zones. India has highest
number of outlets per person (7 per thousand) Indian retail space per capita at
2 sq ft/person is lowest in the world Indian retail density of 6 percent is highest in the
world. Delving further into consumer buying habits, purchase decisions can be separated
into two categories i.e. status-oriented and indulgence-oriented.
CTVs/LCDs, refrigerators, washing machines dishwashers, microwave ovens and
DVD players fall in the status category. Indulgence-oriented products include plasma
TVs, home theatre systems, iPods, high-end digital cameras, camcorders, and gaming
consoles. Consumers in the status category buy because they need to maintain a position
in their social group. Indulgence-oriented buying happens with those who want to enjoy
life better with products that meet their requirements. When it comes to the festival
shopping season, it is primarily the status-oriented segment that contributes largely to the
retailer’s cash register. While India presents a large market opportunity given the number
and increasing purchasing power of consumers, there are significant challenges as well
given that over 90% of trade is conducted through independent local stores. Challenges
include: Geographically dispersed population, small ticket sizes, complex distribution
network and little use of IT systems, limitations of mass media and existence of
counterfeit goods.
13
Unorganized v/s Organized
The retail industry is divided into organized and unorganized sectors. Over 12
million outlets operate in the country and only 4% of them being larger than 500 sq ft
(46 m2) in size. Organized retailing refers to trading activities undertaken by licensed
retailers, that is, those who are registered for sales tax, income tax, etc. These include the
corporate-backed hypermarkets and retail chains, and also the privately owned large retail
businesses. Unorganized retailing, on the other hand, refers to the traditional formats of
low-cost retailing, for example, the local kirana shops, owner manned general
stores, paan/beedi shops, convenience stores, hand cart and pavement vendors, etc.
Most Indian shopping takes place in open markets and millions of independent
grocery shops called kirana. Organized retail such supermarkets accounts for just 4% of
the market as of 2008. Regulations prevent most foreign investment in retailing.
Moreover, over thirty regulations such as "signboard licenses" and "anti-hoarding
measures" may have to be complied before a store can open doors. There are taxes for
moving goods to states, from states, and even within states.
Unorganized Retailing
In India, the most of the retail sector is unorganized. The retail business
contributes around 12 percent of GDP. Of this, the organized retail sector accounts only
for about 5 percent share, and the remaining share is contributed by the unorganized
sector. The main challenge facing the organized sector is the competition from
unorganized sector. Unorganized retailing refers to the traditional formats of low-cost
retailing, for example, hand cart and pavement vendors, & mobile vendors, local kirana
shops, owner manned general stores, paan/beedi shops, convenience stores, hardware
shop at the corner of your street selling everything from bathroom fittings to paints and
small construction tools; or the slightly more organized medical store and a host of other
small retail businesses in apparel, electronics, food etc. The main advantage in
unorganized retailing is consumer familiarity that runs from generation to generation. It is
a low cost structure and they are mostly operated by owners, have very low real estate
14
and labor costs and have low taxes to pay as compared to the organized sector. India has
sometimes been called a nation of shopkeepers. Small-store (kirana) retailing has been
one of the easiest ways to generate self-employment, as it requires limited investment in
land, capital and labor. It is generally family run business, lack of standardization and the
retailers who are running this store they are lacking of education, experience and
exposure. These kirana shops are having their own efficient management system and with
this they are efficiently fulfilling the needs of the customer. This is one of the good
reasons why the customer doesn’t want to change their old loyal kirana shop.
A large number of working class in India is working as daily wage basis, at the
end of the day when they get their wage, they come to this small retail shop to purchase
wheat flour, rice etc for their supper. For them this the only place to have those food
items because purchase quantity is so small that no big retail store would entertain this.
Similarly there is another consumer class who are the seasonal worker. During their
unemployment period they use to purchase from this kirana store in credit and when they
get their salary they clear their dues. Now this type of credit facility is not available in
organized retail store, so this kirana stores are the only place for them to fulfill their
needs. Another reason might be the proximity of the store. It is the convenience store for
the customer. In every corner the street an unorganized retail shop can be found that is
hardly a walking distance from the customer’s house. Many times customers prefer to
shop from the nearby kirana shop rather than to drive a long distance organized retail
stores. These unorganized stores are having n number of options to cut their costs. They
incur little to no real-estate costs because they generally operate from their residences.
Organized retailing
Organized retail business in India is relatively very small but has tremendous
scope. This organized retail sector includes supermarkets, hypermarkets, discounted
stores, specialty stores and departmental stores. For example, Spencer network has 69
stores, which includes seven Spencer hypermarkets, three Spencer super markets and 49
Spencer daily’s. The organized sector is expected to grow faster than GDP growth in next
15
few years driven by favorable demographic patterns, changing lifestyles, and strong
income growth. The Indian Retail sector has caught the world’s attention in the last few
years. Topping the list of most attractive retail destination list for three years in a row, it
had retail giants like Wal-Mart, Carrefour and Tesco signing up potential partners and
waiting to enter the Indian market. Organized retailers have not been successful to
provide services that match those of kirana stores. The true reason of their troubles is that
the business capacity of the kirana shop owners and buyers is high in India.
Mom and Pop stores already have a model that is preferred by consumers and is
also cost efficient. The big stores are still trying to get their model right in providing an
alternative to neighborhood retailers who offer convenience, credit and personalized
service. The major constraint of the organized retail market in India is the competition
from the un-organized sector. Traditional retailing has been deep rooted in India for the
past few centuries and enjoys the benefits of low cost structure, mostly owner-operated,
therein resulting in less labor costs and little or no taxes to pay. Consumer familiarity
with the traditional formats for generations is the greatest advantage to the un-organized
sector. On the contrary, organized sector have big expenses like higher labor costs, social
security to employees, bigger premises, and taxes to meet. The Indian population is
witnessing a significant change in its demographics. A large young working population
with median age of 24 years, nuclear families in urban areas, along with increasing
working-women population and emerging opportunities in the services sector are going
to be the key growth drivers of the organized retail sector. The organized retail sector is
yet to be completely explored by the Indian players in order to match the competencies of
those foreign players.
16
Foreign Direct Investment(FDI)
Present Scenario
The Indian economy is highly regulated and the most significant regulation is the
restriction of foreign ownership. The DIPP (Department of Industrial Policy and
Promotion) is the governing council of foreign direct investment in retail who takes care
of all the issue relating to FDI in every sector of the economy. Presently India only
allows 100% FDI in wholesale cash and carry business which was opened completely in
2006 and as per the recent on 31st march 2010 sales to 'group companies' should not
exceed 25% of cash & carry company’s turnover and should only be for ‘internal use’.
Government has also open-up FDI to 51% in single brand retail in late 2008 and has
prohibited FDI in multi brand retail which soon is expected to be open for foreign player.
Government has always try to promote and opt policy in the best interest of its society
and economy in large, that by strengthening its domestic players and protecting the
interest of it unorganized player in the market. Even Indian companies are trying to
capitalized this opportunities by joining hand with their foreign counter-part by a joint
venture in order to avail the expertise knowledge of big MNC in this sector. The recent
example could be Wal-Mart and Bharti group, Carrefour and Future group, Tesco and
Reliance.
Currently there is a big and controversial discussion is going on in the parliament
about the bill which has being passed a few days earlier on opening up of FDI in multi
brand retail. Prime Minister Manmohan Singh recently said, “We need greater
competition and, therefore, need to take a firm view on opening up of the retail trade” and
on the other side opposition party BJP said that “opening up of this sector would threaten
the existence of unorganized players”. There are both pros and cons related to this
issue ,lets us put light on some concerns and benefits which India could deprive if FDI in
multi brand retail in opened and try and arrive at the conclusion.
17
Following are the benefits which India is expected to deprive if it open’s
door for FDI in multi brand retail:
1. Improvement in backend :
The supply chain will improve as the large retailers will be able to bring their
advanced expertise to bear. More importantly, the likes of Wal-Mart, Tesco and
Carrefour will be able to bring a global scale in their negotiations with the MNCs
such as Unilever, Nestlé, Reckitt, P&G, Pepsi, Coke, etc. They will be able to pass on
these reduced prices to their customers and, India being a price-sensitive market, this
will certainly help them pick up sales. On the other hand, these companies will not be
able to bring skills to bear on the F&V side, this is an area fraught with inefficient
intermediaries such as the arthiyas and mandis, and while you can set up a direct
distribution linkage with farmers, managing it successfully on an end-to-end basis is
not an easy task which is something that even the likes of Reliance and Pantaloon
have also not been able to manage so far.
2. Provide customers better shopping experience :
Those customers who go to the large retail outlets will get better pricing and a better
shopping experience, but whether it beats the convenience of kirana down the street
for day-to-day shopping is highly debatable. So, wherever organized retail is
available, there will be some shifting of shopping baskets such that the monthly
shopping might move to the larger hypermarket, but the convenience and day-today
vegetable shopping will continue from neighborhoods stores.
3. Generate new employment:
As the Indian GDP grows so will the need for new retail formats, experiences and
outlets. New stores, whether kirana, organized retail or FDI, will automatically lead to
new employment generation, it really depends on how much of the incremental spend
18
each of these three categories captures.
It is a fallacious argument that employment generation will go up only because FDI
retailers are entering the system as penetration of any form of retail goes up in India,
it will inevitably lead to new employment generation. One can argue that the speed of
this penetration will increase through more competition and, therefore, employment
generation will get hastened.
Apart from these benefits the biggest benefit would be that the Indian companies
would be getting an opportunity to learn from these big MNC’s and not only help
them to develop their business skills but also help them to get an exposure to the
foreign market for expansion. Opening up of the FDI will help our economy as the
retail giants will bring in lots of investment. The competition will get tougher and this
help the consumers as each company would like to give the best to the customers.
Concerns about opening up of FDI:
It is unlikely that perishables would receive too much attention from global
retail chains in the initial stages As it has been seen that organized retail
usually starts with non-food items and slowly moves to dry food category and
over a period of time enters into fresh food category. In general, perishables
are difficult to manage and it is unlikely that it would receive too much
attention from global retail chains in the initial stage.
And most unemployment created due to emergence of MNC such as Wal-
Mart, who reduces the cost of by 10-12% , now if this is the case then an
unorganized store won’t be able face such stringent competition and hence
would forced to close down their operation. Now this is big cause of concern
because Indian retail sector comprises largely of unorganized sectors, and
closer of this segment would create huge unemployment. There is no reason to
believe that capital-intensive global retail chains would create more jobs.
19
Other worry is that the global player will wipe out the struggling domestic
players who are already facing legacy issue, harvest age and poor supply
chain management.
And the worst part in that Government haven’t specified any provision in their
proposal to cater this segment which will be unemployed due to emergence of
this MNC’s.
Now after goings through all the pros and cons it would recommend that a
country could not confined itself and has to open its market for foreign players which is
in turn is going to benefit its people. Government should not allow 100% at once but may
do so slowly and gradually which is what being preferred by the Indian players. Here
India could learn a lesson from China who opened up its retail sectors for MBR back in
1992 by allowing 26 % of FDI by 2002 it has raised that limit to 49% and by 2004 it
completely opened these sectors by allowing 100% FDI. Its retail market is now $580
million in size and at present now in China 25% is organized were as in India it is only
5%.
20
Types of Retail Operations
Retailing is one of the largest sectors in the global economy. It is going through a
transition phase not only in India but the world over. For a long time, the corner grocery
store was the only choice available to the consumer, especially in the urban areas. This is
slowly giving way to international formats of retailing. The traditional food and grocery
segment has seen the emergence of supermarkets/grocery chains (Food World, Apna
Bazaar, More, etc.), convenience stores (HP Speed mart) and fast-food chains. It is the
non-food segment however that has been made into a variety of new sectors. These
include lifestyle/fashion segments (Shoppers' Stop, Globus, Lifestyles, Westside),
apparel/accessories (Pantaloon, Levis, Reebok), books/music/gifts (Archie’s, Music
World, Crosswords, Landmark), appliances and consumer durables (Viveks, Jainsons,
Vasant & Co.), drugs and pharmacy (Health and Glow, Apollo). Retail Management
System targets small and midsize retailers seeking to automate their stores. The package
runs on personal computers to manage a range of store operations and customer
marketing tasks, including point of sale, operations, inventory control and tracking,
pricing, sales and promotions, customer management and marketing, employee
management, customized reports and information security.
The traditional grocers, by introducing self-service formats as well as value-added
services such as credit and home delivery, have tried to redefine themselves. However,
the boom in retailing has been confined primarily to the urban markets in the country.
Even there, large chunks are yet to feel the impact of organized retailing. There are two
primary reasons for this. First, the modern retailer is yet to feel the saturation' effect in
the urban market and has, therefore, probably not looked at the other markets as
seriously. Second, the modern retailing trend, despite its cost-effectiveness, has come to
be identified with lifestyles. In order to appeal to all classes of the society, retail stores
would have to identify with different lifestyles. In a sense, this trend is already visible
with the emergence of stores with an essentially `value for money' image. The
21
attractiveness of the other stores actually appeals to the existing affluent class as well as
those who aspire for to be part of this class evolution of society.
Following are the types of organized retail operations or organized
retail formats:
Malls
Malls are the largest form of organized retailing today. Most malls give space out
to individuals on lease and these are enticed by the economies resulting from the sharing
of costs. In malls like these, the combined brand pull of all outlets is used to create a pull
for the mall. Malls are located mainly in metro cities and in urban localities. Malls range
from about 60,000 sq ft to 7, 00,000 sq ft and above. They lend an ideal shopping
experience with an amalgamation of product, service and entertainment all under one
roof. Examples of such malls are In-orbit mall, Thakur mall, etc.
22
Departmental stores
Departmental stores are expected to take
over the apparel business from exclusive brand showrooms. These stores range over
about 30,000 sq ft. Among these Raheja’s Shoppers Stop has being one of the most
successful stores. It has even its own set of brand for clothes called Stop.
Specialty Stores
Specialty stores are those stores which look to target one specific segment of the
market. Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer
Crossword, RPG's Music World and the Times Group's music chain Planet M, are
focusing on specific market segments and have established themselves strongly in their
sectors. Absence of discounting as a dominant format of retailing in India is a glaring peculiarity.
23
The reasons are two-fold. Unlike most Western countries, Indian retailers have much less
bargaining power. They thrive as small store and don't have the clout to negotiate terms with the
manufacturers. The other reason is that the retailers themselves have no economies of scale to
offer discounts on their own. However, the scenario is now changing. Increased investments and
the entry of big business houses in retailing is leading to the emergence of bigger retailers, who
can both bargain with the suppliers, as well as, reap economies of scale. Hence, discounting is
becoming an accepted practice.
Discount Stores
As the name suggests, discount stores offer discounts on the MRP through selling
in bulk reaching economies of scale or excess stock left over at the season. A discount
store sells products at a lower price by reducing its own margins. This type of stores
target high volumes to ensure profitability. The product category can range from a variety
of perishables as well as non-perishable goods. Big bazaar is the company’s foray into
the world of hypermarket discount stores, the first of its kind in India. Price and the wide
array of products are the USP’s in Big Bazaar. Close to two lakh products are available
under one roof at prices lower by 2 to 60 per cent over the corresponding market prices.
The high quality of service, good ambience, implicit guarantees and continuous discount
programs has helped in changing the face of the Indian retailing industry. Examples of
discount stores are More, Reliance Fresh, Sahakari Bhandar, etc.
24
Super Markets
Super markets are self service outlets catering to varied shopper’s needs are
termed as supermarkets. These are similar to department stores but with a focus on food
and household maintenance products. This is more of a self-service operation wherein a
customer just goes and picks what he wants. Super markets can be further classified into
mini super markets typically of about 1,000 sq ft to 2,000 sq ft and large super markets
typically of about 3,500 sq ft to 5000 sq ft. They have a strong focus on food and grocery.
Convenience Stores
These are relatively small stores of about 750 to 1,000 sq ft located near
residential areas. They stock a limited range of high turnover convenient products and are
surely open 7 days a week. Prices are little bit cut down by the stores so as to compete the
kirana stores in the residential areas. More, Reliance fresh, Apna bazaar, etc are a few
examples of convenient stores.
25
Existing Players
Future Group
One of the pioneers of organized retail in India is Kishore Biyani and his future
group is one of the leading organized retailers in India. Pantaloon Retail (India) Limited,
is India’s leading retailer that operates multiple retail formats in both the value and
lifestyle segment of the Indian consumer market. Headquartered in Mumbai, the
company operates over 16 million square feet of retail space, has over 1000 stores across
73 cities in India and employs over 30,000 people. The company’s leading formats
include Pantaloons, a chain of fashion outlets, Big Bazaar, a uniquely Indian
hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch and feel of
Indian bazaars with aspects of modern retail like choice, convenience and quality and
Central, a chain of seamless destination malls. Some of its other formats include Brand
Factory, Blue Sky, Top 10 and Star and Sitara. The company also operates an online
portal, futurebazaar.com. Future Value Retail Limited is a wholly owned subsidiary
of Pantaloon Retail (India) Limited. This entity has been created keeping in mind the
growth and the current size of the company’s value retail business, led by its format
divisions, Big Bazaar and Food Bazaar.
The company operates 120 Big Bazaar stores, 170 Food Bazaar stores, among
other formats, in over 70 cities across the country, covering an operational retail space of
over 6 million square feet. As a focussed entity driving the growth of the group's value
retail business, Future Value Retail Limited will continue to deliver more value to its
customers, supply partners, stakeholders and communities across the country and shape
the growth of modern retail in India.
26
A subsidiary company, Home Solutions Retail (India) Limited, operates Home
Town, a large-format home solutions store, Collection I, selling home furniture products
and eZone focused on catering to the consumer electronics segment. Pantaloon Retail is
the flagship company of Future Group, a business group catering to the entire Indian
consumption space.
K Raheja Group
K Raheja Corp are the pioneers in organized retail by taking
a first giant step to successfully establish a retail store know as
"Shopper's Stop". The group is expanding its retail chains across the
country on the back of the vast experience it gathered from feedbacks
and keen observance of people's taste keeping in tune with its culture,
customs, traditions and income. Crossword, In orbit Mall & Hyper City have set new
bench marks on the basis of information and adaptation of worldwide changes,
innovations and new techniques in retailing practices. Shopper’s Stop Ltd., has redefined
retail in India, taking it to the next level. From being just the sale of goods to consumers,
the company has created a unique aura around retail and turned it into an experience, an
27
indulgence. Shopper’s Stop Ltd., has been instrumental in bringing about a retail
revolution in the country and has become the highest benchmark for the industry. Since
its inception in 1991, Shopper’s Stop Ltd, which was founded by the K Raheja Group
(Chandru L Raheja Group), one of the leading players in the country in the business of
real estate development and hotels, has been offering premium and luxury value for the
entire family.
It is the only retailer from India to become a member of the prestigious
Intercontinental Group of Departmental Stores (IGDS). They have signed a 50-50 joint
venture with the Nuance Group for Airport Retailing. The group has announced plans to
establish a network of 55 hypermarkets across India with sales expected to cross the
US$100 million mark by 2010.
TATA group
28
Established in 1998, Trent - one of the subsidiaries of Tata Group - operates
Westside, a lifestyle retail chain and Star India Bazaar - a hypermarket with a large
assortment of products at the lowest prices. In 2005, it acquired Landmark, India's largest
book and music retailer. Trent has more than 4 lakh sq. ft. space across the country.
Westside registered a turnover of Rs 3.58 million in 2006. Tata’s has also formed a
subsidiary named Infiniti retail which consists of Croma, a consumer electronics chain. It
is a 15000-17000 sq. ft. format with 8 stores as of September 2007. Another subsidiary,
Titan Industries, owns brands like “Titan”, the watch of India has 200 exclusive outlets
the country and Tanishq, the jewellery brand, has 87 exclusive outlets. Their combined
turnover is Rs 6.55 billion.
29
RPG Group
One of the first entrants into organized food & grocery retail with Food world
stores in 1996 and then formed an alliance with Dairy farm International and launched
health & glow (pharmacy & beauty care) outlets. Now the alliance has dissolved and
RPG has Spencer’s Hyper, Super, Daily and Express formats and Music World stores
across the country. RPG has 6 lakh sq. ft. of retail space and has registered a turnover of
Rs 4.5 billion in 2006. It ventured into books retail, with the launch of its own bookstores
“Books and Beyond” at the end of 2007. An IPO was also offered, with expansion to
450+ Music World, 50+ Spencer's hyper outlets covering 4 million sq. ft. by 2010.
30
Landmark Group
Lifestyle by the Landmark group was launched in 1998 in India. Lifestyle is
spread across six cities, covering 4.6 lakh sq. ft. with a turnover of Rs 7.5 billion in 2009.
A new division named Lifestyle International has emerged for their international brands
business comprising Bassano, Kappa and Springfield in their portfolio. Their retail mix
includes Home solutions (Home centre), fashion (lifestyle, landmark International), value
retailing (max retail), hypermarkets & supermarkets (Max), kids entertainment (Fun city).
They plan to invest Rs. 300 crore in the next two years to expand on Max chain, and Rs
100 crore on City max 3 star hotel chains. They have already instituted a separate
company christened City max Hotels (India).
Piramal Group
In September 1999, Piramal Enterprises announced their arrival into retail with
the launch of three retail concepts: India's first true shopping mall of international
standards, called Crossroads; a lifestyle department store named Piramyd Megastore; and
a family entertainment centre known as Jammin. Piramyd Megastore and Jammin were
anchor tenants for Crossroads (recently sold to Pantaloon for Rs 4 billion). In 2001, the
group entered the business of food & grocery retail with the launch of TruMart
supermarkets in Pune. They have around 18 TruMart stores covering 1.90 lakh sq. ft.
registering a turnover of Rs 57.6 million in 2009. Piramyd Megastore’s contributes more
31
than 70 % to their retail mix with a turnover of Rs 112.8 million. They plan to open 150
stores covering 75 million sq ft of retail space in the next 5 years.
Bharti-Wal-Mart
Their plans include US$ 7 billion investment in creating retail network in the
country including 100 hypermarkets and several hundred small stores. They have signed
a 50:50 percent joint venture agreement with Wal-Mart. Wal-Mart will do the cash &
carry while Bharti will do the front-end.
32
Reliance Retail
India’s most ambitious retail plans are by reliance, with investments to the tune of
Rs. 30,000 crore to set up multiple formats with expected sales of Rs 90,000 crore by
2009-10. There are already more than 300 Reliance Fresh stores and the first Reliance
Mart Hyper mart has opened in Ahmadabad. The next ones are slated to open at
Jamnagar, followed by marts in Delhi / NCR, Hyderabad, Vijay wada, Pune and
Ludhiana. Reliance retail under the chairmanship of Mr. Mukesh Ambani is the most
expected growth retail organization in the near future. They have also entered into a joint
venture with the Sahakari Bhandari in order to get their expertise in the retail sector to
use.
33
A V Birla Group
They have a strong presence in apparel retailing through Madura garments which
is a subsidiary of Aditya Birla Nuvo Ltd. They own brands like Louis Phillipe, Van
Heusen, Allen Solly, Peter England, Trouser town. In other segments of retail, AV Birla
Group has announced investment plans of Rs 8000 - 9000 crore in the first 3 years till
2010. The Group’s foray into the retail sector began in December 2006 when it acquired
Trinethra, the chain of stores based in south India. May 2007 saw Aditya Birla Retail
Limited (ABRL) launch their own brand of stores called 'More.' Till end-September
2009, the company had set up 640 supermarkets and five hypermarkets. All the
supermarkets are branded More and the hypermarkets are branded More Megastore. The
company has around 11,000 employees and has a pan-India presence. More supermarkets
are neighborhood stores with the core proposition of offering value, convenience and
trust to the customers and averaging 2,500 sq ft area. The hypermarkets are self-service
superstores offering value and range in food and non-food products and services at a
single location.
Within a short span of less than three years, More has more than 1.6 million
members as part of its loyalty program. More has also launched a huge range of private
labels in food and grocery, staples and apparel which have already obtained a significant
share of category as well as salience with the consumer. Aditya Birla Retail Limited is
the retail arm of Aditya Birla Group, a USD 28 billion Corporation. The Company
ventured into food and grocery retail sector in 2007 with the acquisition of a south based
supermarket chain. Subsequently Aditya Birla Retail Ltd. expanded its presence across
the country under the brand "more." with 2 formats Super market Hypermarket.
34
Emerging Players
Indian retail sector recognized that it can no longer operate in a water tight
environment and in 2006 INDIAN recognizing the need to globalize this sector open-up
gate for foreign MNC by allowing 51% foreign direct investment in wholesale cash and
carry business which leads in emergence of retail giant Wal-mart in Indian retail industry.
Further improvising on its step government of India allowed 100%FDI in wholesale cash
and carry business and 51% in single brand retail which in turn invited international
players such as US firm Wal-mart, French retailer Carrefour and British firm Tesco and
METRO enter Indian organized retail sector.
Let’s put light on the some emerging player and their India plans
Wal-mart
Wal-mart, $2 billion company with their operation in almost every context of the
world has entered India in 2006 with a joint venture with Bharti retail for cash and carry
store and supply chain store and it will operate under the of easy day whose operation
are fully taken care by Bharti. Wal-mart has plan to invest around $10000 million dollars
in 5 years in India and in 3years have open around 12 store across India and by 2012 is
planning to open around 80 store across the country. It is being said that Wal-mart has cut
down the operating cost by 10-12% in market were its conducts its operation and which
in turn has helped them to give better price to its customer now it would be interesting to
see how does existing player sustain such emerging competition.
35
Carrefour
Carrefour world second largest retailer,
which has tied up with the country’s largest retailer
Future Group for India entry, is reported to have
secured properties for cash-an-carry outlets in New
Delhi, Bangalore, Chennai, Hyderabad and
Mumbai. And it is expected to open its first
store at Seelampur in New Delhi this. According to the source its is planning to roll-out
30 store in coming 3 years across the country under the brand of KB Best Price with the
investment of around $5000 million in last 3 to 4 years.
Tesco
British retail giant Tesco, Annual profit of 3.18 billion pounds, expects to open its
first cash-and-carry store in India by the end of this year. In India, Tata Group firm Trent
is the joint venture partner of Tesco for the cash-and-carry business. Tesco spoke person
said in an interview that. "Our local management team is helping our franchise partner,
Trent, to develop its Star Bazaar hypermarket operation. Plans for our wholesale business
are also on track with our first cash and carry store expected to open towards the end of
this year. Now it would be interesting to see how existing strong player like Bharti, future
group and Trent mobilize this opportunities In term of straightening their back hand
infrastructure which will help them to sustained the upcoming the challenge face by this
player once after FDI in multi brand retail is opened. Till then is it’s just a wait and watch
situation in India’s most booming retail sectors.
36
Rural Market :- Yet to be explore
While most of the new entrants in organized retailing are focusing on urban
markets, some companies are now experimenting with the different models of organized
retail in rural areas. The interest in rural retail stems from its market potential. For
example, rural market in India account for almost 100% of the agriculture input sales,
53% sales of the fast-moving consumer goods sectors, and 59% of the durable goods
sales. Good monsoons and improvement in agricultural productivity has fuelled greater
affluence, transforming rural markets into a large consuming class. As rural markets are
considered to be drivers of future growth, companies are fine tuning their models of
organized retail in rural markets. For their agriculture input requirement, farmers have
been buying from the local traders who supply fertilizers, seeds, pesticides and so on at
the time of sowing. At the same time, retailing for consumer products in rural India has
been traditionally driven by grocery stores who also stocks different FMCG product this
shops which carry a limited number of merchandise and brands often suffer from
frequent stock-outs. Companies have started initiatives in rural retails to address these
issues by building shopping plazas in the villages with long term plan to build partnership
with rural consumers. some prominent in rural retailing in India include hariyali kissan
bazaar promoted by DCM sriram consolidated ltd., choupal sagar, set up by the
international business division of tobacco major ITC ltd, and Aadhaar promoted by
godrej agro vet ltd.
37
Hariyali kissan bazaar, a pioneer in new format rural retailing, started with
catering to a wide range of requirements of farmers such as farm implements and other
agriculture inputs through stores housed over an area of 2 to 3 acres, catering to a cluster
of villages. These are self-services stores wherein farmer’s pick-up product from DCM
sriram products as well as agric-products sourced from other companies kept in the
shelves. In case farmers needs advice abound agricultural practices, it provides by an
agric-graduate who is stationed in the store. After initial experiments of carrying
agriculture inputs, these stores have expanded their merchandise to include an assortment
of consumers and household products Choupal sagar, the second layer of physical
infrastructure supporting the internet kiosk e-choupal of ITC, has been set up to serve two
purposes
.
38
One purpose is to acts as a collection center for farm output that the farmers
would like to sell to ITC, based on the prices across the mantis and ITC’s buying prices
inform them through e-choupal in the villages, the second and the more important
purpose is to function as a high quality low cost channel for rural India, offering a wide
variety of products ranging from personal care to household utility product. Typically,
these shops have floor space of 7000 to 10000 square feet. While choupal sagar stocks
ITC brands along with other national brands for consumer merchandise sourced directly
from manufacturers, it has partner with TVS and either to showcase and sell motorcycle
and tractors, respectively. As in the case of urban malls, large parking spaces, which
accommodates over 150 tractors/ is also provided? Currently there are 20 choupal sagars
in rural areas of Madhya Pradesh, Uttar Pradesh and Maharashtra.
Godrej agro vet ltd. (GAVL) entered the organised rural retailing by opening up
large-formats stores named Aadhaar. The stores provided the farmers with the high
quality supplies of agriculture inputs like pesticides, seeds , and fertilizers along with the
others consumer products, grocery, apparel, utensils, and other household items.
Implemented as the hub and spoke modal, a typical spoke store is spread over about 1000
square feet area of floor space and hub store has a floor area of 7000-10000 square feet.
39
In addition to these big companies, some smaller initiatives have also been made by co-
operative to cover rural market. The warn bazaar set up by sugar co-operative in
Kolhapur and single district of Maharashtra consists of superstores of 10000 sq feet area
and smaller stores of 500-1000 square feet area. They have a product mix covering agric-
inputs, food and groceries, apparels, consumer’s durables and vehicles. Similarly, caste
society, based near Ahmednagar in Maharashtra, which operates three supermarkets, has
several shops arranged in a shopping center format spread over 5000 square feet area.
This was the some business giants who have recognized the potential of the untapped
rural markets. But still it has only being able to conquer the tip of an ice berg and
therefore it would be interesting to see how the existing and emerging players explore
this opportunity by extending their operation to rural masses.
40
Sahakari Bhandar-A Case Study
History and Introduction
Sahakari Bhandar a government owned co-operative was started in the year 1966.
Sahakari Bhandar has about 20 retail stores in the Mumbai city. It can be said that
Sahakari Bhandar has captured the whole Mumbai city for its retail operations. Though
Sahakari Bhandar exists in the market for more than 40 years it has restricted its
operations to Mumbai city only. Sahakari Bhandar was an old-fashioned Indian state
owned department store until sometime, in the year 2006 Reliance retail entered into a
management agreement with Sahakari Bhandar. As Reliance being new to the retail
sector it can make use of the expertise of SB. Thus Reliance has made the effort to make
the old fashioned Sahakari Bhandar into a new modern store and it has being able to
achieve it as well. The new department stores of Sahakari Bhandar are completely
renovated and air conditioned their staff in a well dressed uniform. Reliance Retail can
make use of the stores as a secret test bed for product lines and a new system of supply
chain management. With RIL coming into the picture it is expected to see more number
of shops of Sahakari Bhandar not just in Mumbai but in other cities as well. Reliance
Retail’s tie-up with Sahakari Bhandar is perceived to transform the face the organized
retail industry in India. Reliance has reached an understanding with the Sahakari Bhandar
to manage the supply chain for the latter's 20 stores in the city. Sources close to the
development indicate the arrangement is likely to be upgraded into a franchise agreement
later. A buyout is unlikely since it is partly owned by the government.
Another possibility is scaling up the total store presence across the city once it has
finished renovating the existing stores. Sahakari Bhandar has over the years built its
brand on affordability, offering marginal discounts on branded products. The unbranded
commodities, for which the store is popular on account of its competitive prices, have
been put under another label, SB Home. To drive home this USP, the store's long history
(since 1966) is visible at various touch points, along with a new tagline, "Sahi Quality
Sahi Price". While sections like kitchen appliances and jewellery are missing in the new
41
format store, there have been additions like a pharmacy, bakery, music and DVD counter
along with a fresh fruit and vegetables section. The tie up with Sahakari Bhandar works
well for Reliance, which is betting big on retail, as it provides a presence in some of the
choicest locations in the city without the hassles of finding the correct property.
42
For the better understanding of the operation of the company I interviewed 100
customers and the executive of Sahakari Bhandar based on the information gathered
through our research and our observation following thing were found.
Research methodology
Sample size: - 100
Geography area: - Mumbai
Locations of research:-
Store manager:-
Sahakari Bhandar Juhu/ Vile-Parle / Breach Candy / Dadar
Customer:-
Sahakari bhandar, Agar bazzar. Prabhadevi, dadar (w).
Method adopted:-
Simple average
(Where the question answers which were identical is being segregated
accordingly and average was take on the scale on 100)
43
A survey on the customers of Sahakari Bhandar
1. Why do you prefer Sahakari Bhandar?
AvailabilityBetter shopping expe-rienceOthers
2. Are your expectations met by the store?
YesNo
8
25
67
80
20
44
3. How frequently do you visit Sahakari Bhandar?
Once a weekOnce in 15 daysOnce in a monthMore than once a week
4. What category of product do you mainly purchase from Sahakari
Bhandar?
Fruits and VegetablesProcessed FoodNon Food ItemsStaplesDairyApparelUtensilsNon-Veg
1461
7
18
40
57
32
10
312
45
5.What difference did you find at Sahakari Bhandar?
AvailabilityBetter shopping experienceOthers
.
6. Are you able to locate the product easily?
YesNo
7. Did you find the promotions attractive?
6030
10
96
4
46
YesNo
8. Are you in the Loyalty Member Club?
YesNo60
70
40
30
47
9. Are you happy with the services offered by Sahakari Bhandar?
YesNo
SWOT Analysis of Sahakari Bhandar
97
3
48
Strength
Loyalty:-
Sahakari Bhandar was among the first organized co-operative store which started
operation from 1966, providing a diversified range of product and service to its customer.
Now what make Sahakari Bhandar different from other player is their closeness to their
customer and the relationship being built with them. In short they know A to Z about
their customer, who is being coming to them since years and loyal to them. Now this has
given them edge over their competitors even though having the same facility and goods,
it’s the emotional attachment and the closeness with the brand Sahakari Bhandar that
brings them to their outlet. Through our observation and research it was found that
customer and employee relation is so good that customer knows an employee by his/her
name. This was really worth noticing that how a employee have become as part of
customer life, and there efficiency in dealing with their customer is the real strength of
this brand and this element of customer service is being created over 40 years of
consistent and successful operation, which is really working miracles for the brand SB
and making them one of the most competent players in terms of sales per square feet.
In this competitive environment where company are taking proactive step to
retain its customer and create loyalty for their brand must surely learn lesson from this
Sahakari Bhandar whose base is their loyal customer, who are being shopping in from
them since inception of their outlets had has no plans to switch their loyalty to others
players in the vicinity. As observed by us during our research that 60 % of the total
sample size of customer was above the age of 45 and are being shopping from the same
were store since their childhood. Now they have not only created customer but also retain
them through their proactive customer service. Proficient customer service and the
empathy (i.e. knowing customer needs) part of their service is the key strength of
Sahakari Bhandar and a thing which they can cherish upon.
49
Availability:-
Gone are the days when people confined their thinking about Sahakari Bhandar as
mere general store, if the still feel so they must visit the nearest store to them , I am sure
they would surely change their perception about SB(Sahakari Bhandar). A properly
designed store matching all the needs of modern superstore with properly design layout,
eye catchy infrastructure, with proper mechanism with technically advanced point of sale
computers, properly air conditioned has revolutionized Sahakari Bhandar image in the
minds of customer from old-fashioned Indian state-owned store to a well established
modern supermarket this is mainly after the tie-up with reliance retail who are working
with this brand on management agreement, which has really helped then to strengthen
their logistical arm. Both the player is working with great synergy to provide its customer
“Sahi quality Sahi price” which is theirs new tag line and even USP form past 40 year.
If you still have a suspicious in our mind visit regarding Sahakari ad I insist the reader to
visit Sahakari Bhandar Prahabhadevi store Sahakari Bhandar first effort to provide a true
50
family experience, this is the biggest of Sahakari Bhandar having almost every
merchandise under it right from staples, vegetables to apparels almost everything, which
truly give us a feeling of having everything under one roof with “Sahi quality sand Sahi
price”
Now this the store where we conducted research and it was found that the reason
the shoppers loyalty with this brand was firstly trust for the brand as specified earlier and
then the availability factors which this store and every store of Sahakari Bhandar provide
i.e. right from peas to CD and apparel to utensils everything is being try and made
available for the convenience of the customer. Why availability is the strength and makes
them different from other players in vicinity is keeping goods as per local appeal. Were in
was found during our research that vile-Parle (e) Sahakari Bhandar especially kept fast
food article for their Jain customer which is their in masses in the proximity of the store
and like this store very store have try and alter its their product merchandise as per the
demand of their customer which is not being done by any organized current player at
least in Mumbai. Making goods available as per local taste and understanding the want of
the customer is what differentiate a kiranas or mom-pops store and has a advantage upon
over organized player is what is being said by various expert but Sahakari Bhandar in this
regime have proved them wrong by catering customer as per their demand with the
maintaining close relationship with their customer through their dedicated employee have
made them a high tech kirana store.
As said by Mr. Nilesh Pednekar (Strategist Reliance Retail)
“We don’t want our customer, come to us only on weekend and shop for a week, but
we want them to come to us daily and shop for a day”. This statement helps us to
know that how Sahakari Bhandar has always belief in breaking the rule of retail were in
this competitive organized sector they still have their own distinct identity were they
belief that ”our competitor are not Wal-mart, Bigbaazar in real case but are the
roadside kirana wala who possess the same customer relationship and closeness to
customer like we have and that was make them our main competitor” this thing can
51
even be for fact that staples and other foods item are the most selling and the goods for
which Sahakari Bhandar is admired for in terms of its quality and price.
Location:
Location has being a key strength for Sahakari Bhandar which has located its
outlets in the cities some of the key location such as Matunga, Juhu, and Breach candy,
etc. If observed this are some location were real estate cost are touching sky, and the store
are either at residential areas or area in the close proximity of station. Now a new players
could not even imagine opening up store hear because their majority profit would firstly
eaten up in real estate cost and secondly the competition they will face from this
established players. Reliance which is largely betting big on retail, would have consider
place as a driving force while tying-up with Sahakari Bhandar which provides a presence
in some of the choicest locations in the city and even the stigma of co-operative is
working miracle for this stores.
Weakness
52
(The following weaknesses are being completely based on the research sample size and
based on their opinions.)
Inefficient replenishment of food and vegetables:
During our research it was often being found that many customer of were
dissatisfied with the quality of vegetables during the noon time as compared to morning
and this often caused inconvenience to its customer especially the working crowd who
normally shop during noon time. So this was one of the weaknesses of this store. When
this was informed to management its was being know that this thing is often the biggest
fences SB is trying to work on, because while get the goods from distribution center to
stores there is lots of inconvenience being created through toll nakas and clearance agents
and this consumed lots of time and unable them to replenish their stocks quickly. Even
customer often compliant about, the improper cleanliness at the area of food and
vegetables and requested us to inform this to the management to ensure proper and
hygienic environment at their foods and vegetables segment which will help them to
enhance the shopping experience of customers.
Low Youth customer strength:
If observed above the age-group below the 30 is only 15-20% in term of number
of foots falls which is the great cause of concern for the brand whose major strength is
their loyal customer or in short are the base of this brand, but five year down the line this
can often be a great cause of concern if considerable steps are not being taken to attract
this young masses who often posses high disposal income and drive them to their store,
which would surely arrive them long benefits. This could often being done by offering
value added services which will help attract this high demanding young crowd.
Less and inefficient payment counter:
When asked about would like to recommend any changes in this store?
53
More than 70% of the customer complaint about less cash counter and point of sales
computer not working, skills of employee etc and the considerable amount of time wasted
in queue’s standing for payment of bill, causing lot of inconvenience to the customer.
Therefore SB really needs to take proactive steps in this regards, either by increase
number of payment counter or by introducing any such mechanism which would enable
them to make payment quickly and easily. This is the necessary steps which often need to
be taken fast if the compared their business or competes with kiranas.
Inefficient marketing communication:
Firstly, SB being an establish brand doesn’t go for huge advertisement, but it does
go for sales promotion by coming up with timely scheme of discount, offers etc. when
customer were asked about the attraction and influence this promotion cause in their
shopping behavior we were amazed to know that majority of their customer were
unaware about the scheme and offer. This could majorly due the fact that, customer were
not being communicated about such scheme and offers and its was often found that
majority of the customer where unable to listen the in store announcement properly, so to
start up and to overcome this problem we would recommend that initially they can work
on proper in store announcement and then start providing for value-added services to
their customer if they what to retain their customer because youth, along with good price
expect better shopping experience and proper communication which is the core quality
determinants of any service provider .
54
Opportunities
Rural market:
As Specified in the earlier part of my project about rural market its capabilities to
turn around the fortune of any business, if being expected by rural masses. Therefore it
throws a goodly opportunity for this long existing player with a traditional name Sahakari
Bhandar depicting a Maharashtrian culture could flourish well in the rural areas of
Maharashtra if it diversifies its business to this untouched rural segment.
Private label:
This is the most recent activity being started by each and every organized retail
players to produced in-house product with their own brand labels, having better margins
and as per the collected sources working well for these players. The players such as Big-
bazaar and MORE are the players started with this trend of selling private labels goods in
segment such staples and even processed food etc. Now Sahakari Bandar being a late
adapter should start with the private label merchandise for staples and other processed
food items which in future can help them to increase their product portfolio with better
margins.
55
Threats
Unorganized players getting organized:
It is observed and heard more frequently about how unorganized players
(traditional kirana wala) have diversified its business and getting organized in every
aspects of his business. This often posses the biggest threat to SB because even this brand
having sharing the same story and strength which often a Karana’s have, such as loyalty,
good relationship, etc and therefore is a great cause of concern and is surely the area
which have to be looked into.
Emerging foreign players and existing players:
Other threats which are is quite often being observed and seen by every customer
is the price war among the existing players, every one quoting about the quality at
reasonable price often creating a clutter like situation. This players, which are focusing
more on upcoming generation and especially youth by providing various add-on and
complementary services with good shopping experience often posses a big threat in
future to SB, whose biggest strength is the customer loyal customer above the age of 45.
Even the recently emerging player such as Wal-mart, Tesco, and Carrefour along with
their strong Indian counter-parts will make the competition more stringent for Sahakari
Bhandar.
56
Michael Porter’s Five Forces
Michael Porter formulated the five forces in the year 1979 in order to study the
competitive advantage of the firm when compared with the other competitors present in
the market. Strategy consultants occasionally use Porter's five forces framework when
making a qualitative evaluation of a firm's strategic position. According to Porter, the five
forces model should be used at the line-of-business industry level; it is not designed to be
used at the industry group or industry sector level. An industry is defined at a lower, more
basic level: a market in which similar or closely related products and/or services are sold
to buyers. A firm that competes in a single industry should develop, at a minimum, one
five forces analysis for its industry. Porter makes clear that for diversified companies, the
first fundamental issue in corporate strategy is the selection of industries (lines of
business) in which the company should compete; and each line of business should
develop its own, industry-specific, five forces analysis. The average Global 1,000
Company competes in approximately 52 industries (lines of business).
57
Following are the Five Forces for Sahakari Bhandar:
1. Threat of new entrants: (high)
There can be a threat of a new entrant in the market. The retailers have to fight for
the same audience. This force helps an existing company to know what effect it might
have on its business on the entrance of a new player in the market. As Sahakari Bhandar
has believed that their biggest competitors are the kirana walas they are the biggest threat
from their business as especially after the facts that many of them are getting organized in
every aspects of the business. There are Emerging players such TESCO, Wal-Mart and
Carrefour who with their expertise and support of their Indian counterpart will give
continuous challenge to SB in term of price and quality. Even though SB having a
location advantage as well as well as high loyalty factor in their business threat of new
and well organized business remains HIGH. Because every customer looks at better
service and the one who consistently meet their expectation would be a winner 5 years
down the line.
2. Rivalry amongst the existing firms: (high)
Rivalry exists in any kind of business and in the case of retailers there is a lot of
rivalry as they need to get the customers to their store first. The firms have to be sure
about the effectiveness of their strategy before implementing it. The retailers have to
conduct a research on the products that have to be merchandised at their store. In case of
Sahakari Bhandar they have a rivalry with the kirana wala where they have the advantage
of their big store and the shopping experience they provide. The merchandising of their
products have being very effective. Though there are other stores such as more, big
bazaar, etc, they are in the business from the last 40 years which is an advantage for them
and they also specialize in grocery which is their major strength. The rivalry is going to
benefit the consumers as the firms are going to provide the best products and best service
in order to attract and retain the consumers. At present SB have edge over their
58
competitor in various aspects of the business like location, established brand and many
more but 5 years down the line it would really be difficult to assess the stability of any
firm in the business( closer of Vishal mega mart and spinach superstore) making this
business very uncertain with changing policy and immense competition among the player
threat from the existing player, to every players in the sectors would always remain
HIGH and especially after the joint-venture between Indian and foreign established
players such as between Wal-mart and Bharti, future group and Carrefour the task to
retain and diversify the business is really going to be difficult.
3. Threat of substitute products: (not applicable)
The products offered by the players are a close substitute of each other. Thus it is
the price factor that has to be considered in this case. Sahakari Bhandar are specialized in
grocery and they have to make sure that the quality has to be maintained so as to keep
their customers satisfied and see to it that they came back again. The products that are
provided by Sahakari Bhandar are also available at the other stores. If we see from the
point of view of merchandise kept by each store then the threats is high of substitute
because each in the sectors almost keep kept the same very product, but what
differentiate every players is add-on services or complementary services provided by this
players and in this regard threat of substitute is low due the emotional attachment being
created with customer from their consistent service from past forty years. Now a threat
from substitute product doesn’t exist since it not deal in private label product.
4. Bargaining power of the suppliers: (low)
The suppliers play a very important role as a business cannot be efficiently run
without their support. A company has to ensure that their suppliers are happy and
Sahakari Bhandar has being effective in doing this. It can be very costly for a firm to
switch from one supplier to another but at the same time it has to see that the existing
supplier does not takes advantage of it. The question that arises here is how much power
does the supplier have over the company? Sahakari Bhandar has a good sale of the
59
grocery and F&V thus the suppliers of these both have a business with them and hence
even they are in a need to sell. Sahakari Bhandar has the advantage over the suppliers as
there are substitutes available. In case there are a very few suppliers of the required
product then the suppliers have the upper hand. Sahakari Bhandar purchases in bulk
quantity and thus their economy of scale is efficient enough.
5. Bargaining power of the buyers: (high)
Consumers are the king of the market and any business organization has to satisfy
its customers anyhow. The buyers have the bargaining power more than the sellers
because there are many sellers in market. In case of retail the buyers cannot bargain
directly with the sellers but they can switch from one store to another if they are not
satisfied with that seller. Therefore the bargaining power of the customer is HIGH as
there is a great chance of switching always prevails. Sahakari Bhandar has taken various
steps in order to retain their customers and has provided a number of offers to the
customers. Sahakari Bhandar is the only store where the customers are seen bargaining
not for price but for the quality or availability. This is a good sign for them as it shows
the loyalty of the customers that they want to complaint also and they want to shop at the
same place. Sahakari Bhandar comes up with discounts and offers on every occasion of
60
festival or change or the season. They have being giving offers in summer, winter, during
Diwali, etc. Thus the bargaining power of the customers of Sahakari Bhandar is even
with them as they are satisfied to enough. The bargaining power of the customer
There are certain thing which Sahakari Bhandar really need to take into
consideration otherwise Sahakari Bhandar is surly the place, to have a better shopping
experience with reasonable price and better quality i.e. to have “Sahi quality, Sahi price”.
61
CONCLUSION
With India's retail sector set to continue exploding, everyone from France's
Carrefour to Germany's Metro AG to Britain's Tesco is trying to get a foothold into the
country. One can reach a reasonable conclusion that consumer driven economy of India is
on the right course. A big leap forward economically, which is happening, just about
now, is also helping to develop a very large middle class. This in turn is leading to
consumerism.
To beat the competition, stand out in a saturated marketplace and succeed despite
tightening margins, savvy retailers should focus on customer-centric services,
personalization and loyalty programs to attract and retain customers. Retaining and
growing profits requires new solutions to:
Get shoppers into stores
Create a complete customer view and determine customer value
Improve contact strategies to strengthen relationships
Uncover future multichannel growth opportunities
This leads to the conclusion that the retail industry in India has moved from being a
retailer driven industry to a customer driven industry, and to succeed in this scenario, the
companies have to follow one motto: THE CUSTOMER IS THE KING!
62
APPENDIX
CUSTOMER QUESTIONNAIRE
PERSONAL DETAILS
Name: ____________________ Age: _______Occupation: ____________________
1. Why do you prefer Sahakari Bhandar?
Availability Better shopping experiences others, please
specify__________________________________________________
2. Are your expectations met by the store?
Yes No
If NO, why?
________________________________________________________
________________________________________________________
3. How frequently do you visit the store and since how much time you
are a Sahakari Bhandar customer?
More than Once a week once a week once in 15 days
once a month.
4. What kind (category) of product do you purchase?
Fruits and vegetables Non food items Dairy Apparel
Processed food staples home Utensils pharmacy and
medicines Non-Veg
63
5. What difference did you find at Sahakari Bhandar?
Availability Better shopping experiences others, please
specify____________________________________________
6. Are you able to locate product easily?
Yes No
7. Did you find the promotion attractive?
Yes No
8. Are you in loyalty member club?
Yes No
If yes,
Are you happy with this initiative? Please share your experience, if
any?
________________________________________________________
________________________________________________________
9. Are you happy with the service offered by Sahakari Bhandar?
Yes No. If no, why?
10.Would you like to recommend any changes that you would like to see
at Sahakari Bhandar?
________________________________________________________
________________________________________________________
________________________________________________________
64
Thank you for your precious time….
The End
PERSONAL DETAILS
(These details are required for communication purposes only and will not be disclosed)
NAME: ________________________________
POSITION:_____________________________
BUSINESS UNIT: _______________________
CONTACT DETAILS
TELEPHONE: _________________________
EMAIL: ______________________________
1. What makes SAHAKARI BHANDAR different from other players in
the same sector?
________________________________________________________
________________________________________________________
2. What are the lessons learn from the past slowdown and what changes
have you brought since then?
________________________________________________________
________________________________________________________
3. Has the incidence of the Subhiksha and Vishal retail affected the
creditability of other players in the same sector?
________________________________________________________
________________________________________________________
65
4. Do you have any tie-up with real estate firm in order to keep the rental
cost under control which normally takes away a huge share of your
profit?
________________________________________________________
________________________________________________________
5. How much effect do big emerging players such as Wal-mart,
Carrefour, and Tesco will have on your business operation?
________________________________________________________
________________________________________________________
6. As compared to other players in the market Wal mart has 12-15% less
price. What challenge does this poses to your company and what are
your plans regarding the same?
________________________________________________________
________________________________________________________
7. Why is India lacking in its back hand infrastructure? Has your firm
taken any measure to strengthen the same?
________________________________________________________
________________________________________________________
8. It is clear that government is trying to promote its Indian players
before opening up 100% FDI in multi brand retail? How well have
your firm capitalized this opportunity till now and want are the future
steps?
________________________________________________________
________________________________________________________
66
9. How the ever changing FDI policy affecting your operation?(with ref
to recent amendment in wholesale business on 31 march)
________________________________________________________
________________________________________________________
10.Are you happy with the current discussion being made on opening up
of FDI in multi-brand retail?
Yes No
11.Are Indian retailers ready for it?
Yes No
12.How will it impact the entire retail sector?
________________________________________________________
________________________________________________________
13.What all changes are expected to be made if FDI in MBR is opened?
________________________________________________________
________________________________________________________
14.There are various questions being raised on this controversial issue
and biggest of all is unemployment created in the unorganized
sectors? Please give your views on this?
________________________________________________________
________________________________________________________
15.Want all trends are yet to be emerged in this sector?
________________________________________________________
________________________________________________________
67
16.Why have this sector confined their operation to I, II & III tier cities?
________________________________________________________
________________________________________________________
17.There are organization such as ITC and future group taking proactive
steps to emerge in rural market, are your firm focusing on this
segment?
Yes No
If yes, what steps are being taken to entire this segment?
________________________________________________________
________________________________________________________
18.How well are you equipped to face future challenges? What is present
position of your firm when you deal with various forces of society(in
relation to bargaining power)
________________________________________________________
________________________________________________________
Thank you for your precious time….
The End
68
Bibliography
Nilesh Pednekar (Strategist: - Reliance Retail)
Books/magazines
Philip Kotler: - marketing management
Business world magazine
Newspaper:
Economics times
Mint
Online articles
www.shivusira.webs.com
www.shoppersstop.com
www.mywestside.com
www.futurebazaar.com
www.indiainbusinness.nic.in
www.chillibreeze.com
www.orissadiary.com
www.fibre2fashion.com
http://business.mapsofindia.com
www.financialexpress.com
www.siescoms.edu
www.rediff.com
www.articlesbase.com
www.economictimes.indiatimes.com
www.ndtvindia.com
Recommended