A TRRAIN Journey

AHMEDABAD BANDRA TERMINUS

Ghanshyam,Works and

owns aKirana Store

Rohan,Works at a

Semi-Organized Department

Store

Basant,Works at a

Modern Hypermarket

Chain

Hey, would you like to have

some Dhoklas

Wow its delicious!Thanks! Are you

from Surat?

Yes, but I now live in Mumbai,

work at a hypermarket chain. Where are you guys

from?

I am from Banaras, work

at a department store there.

Oh, I work at a kirana store in Mumbai. My uncle’s shop

actually.

How did you get a job in modern retail? Must be

a fancy job.

No, I went through a

recruitment consultant.

Started 2 years back in another chain after my

graduation

My colleagues aren’t family members, but we knew all of

them from before

None of my family members are graduates. But we are all involved in the

business its in our blood!

Hmm.. actually, we are all from

the same community and

ilaka.

The three continue to understand more about each other’s businesses while Manu, a consultant and founder of a retail chain overhears the conversation and gets

hooked!

This seems like a very interesting conversation. All the three are

from retail, and yet each of them are so different. Let me take some notes of their stories.

9 Year Old, Chandubhai started his journey as a migrant from a village near Jamnagar following his elder brother who had started a shop in Vile Parle

He now manages the families, second shop in Mahim, which the family ahs owned for over 50 years now.

He would lead the entire store operation from buying, to interactions with customers and carrying products from the main market to sometimes even delivering to customers doorsteps

He employed marwari staff who had a business acumen and took over much of his load, but recently those types are scarce. He now has to employ people from UP and Bihar and faces a big challenge in training them.

Bablu is given Rs.100 everyday which he uses for his daily survival expenditure. Rest is parked with the

owner to be collected at the time of going to village.

He manages to take home near about Rs.80K to 90K per year.

The money is then parked in the village home and saves or invested in farm or to refurbish home.

He personally spends once in 2 years on mobile phone worth Rs.2000. Shopping of clothing happens twice in the year. Once during Holi before they go to

their village and second during Diwali when they have a bonus to spend. He lacks aspirations and believes in

living a contented living within his means.

Employee’s JourneyEmployer’s Journey

Domains of Expense

Grocery Daily usage grocery including flour, oil, potato, soybean, onion & tomato are bought by individuals.

Employer provides talcum powder, hair oil and soap

Fashion Prefer to buy before going to village from weekly Thursday market in neighborhood

Entertainment Maratha Mandir & Gaiety Galaxy Bhojpuri & Salman Khan Movies

Data &Communication

Weekly recharge of Rs .100

Rentals Living in group shared accommodation amongst 10 relatives

Travel Monthly Train pass Second class

Survival Spending – Rs.3000/m

No. of Staff 3-FebAge Range 16-24Avg Age 20Staff Salary 8K -12K

Grocery 1000Fashion 500Entertainment 400Data & Communication 500Rentals 500Travel 200

Average Monthly Spendings

3-4

Employer’s Journey Employee’s Journey

Family migrated from their native Kutch. due to lack of opportunities, water & harsh weather conditions. Amarsons is a big name in Mumbai’s retail landscape. Bhaveen, the Jamai of the family, manages Bandra store since its inception.

The Kutchi community came together and formed various groups as per their clan or village. One such group was also formed by Amarsons that pooled in money from the community across India and the world.

They formed Seva Karlaya/ Bhavan to provide shelter and food for the community at large which feed people at a highly subsidized rates even today.

Hitul, a ladies wear counter staff come from Bhuj. His family knew the Amarsons family

through distant relatives which helped him get a job in Mumbai.

Lives along with a fellow colleague in a shared accommodation and visits home at the time of the Rann utsav, when family business picks up

due to tourist inflow.

Survival Spending – Rs.7000/m

No. of Staff 35-40 / storeAge Range 25-48 yearsAvg Age 35 YearsStaff Salary 12K to 25K

Grocery 3000Fashion 500Entertainment 400Data & Communication 600Rentals 3000Travel 400

Average Monthly Spendings

He takes as much money from his salary as needed- the rest is saved with the employer. The rest is collected when he goes home, for the Rann Utsav, to give a helping hand to the handicraft store the family owns He manages to collect around Rs.1 lakh per annum.

On the side line he has also started to market his family articles in Mumbai to selective stores to generate additional revenue These products fetch better price in Mumbai than in Kutch.

Domains of Expense

Grocery Contributes to a common pool that funds grocery, staples are bought from wholesale markets in loose form, personal care products are purchased by individuals.

Fashion Prefers to buy from markets such as Dadar Market, local small stores, believes that stores with glass façade and air-conditioning are expensive stores

Entertainment Going for Hindi movies, Girgaon chowpaty are hit among them

Data &Communication

Daily spending of approx Rs.30-40, monthly expense Rs 700

Rentals Living in a shared accommodation

Travel Monthly Train & Bus Pass

Kids section, FBB Thane Store

Vijaylakshmi is working with FBB since 2005. She joined as a part time employee while she was pursuing studies in Night College.She completed her B.Com in the year 2010. She is happy working there and wants to work in a retail set up.

She is born and brought up in Thane, married in the family in Mulund. Her husband works as a Supervisor in Food Court in Metro Mall, Kalyan. She stays in a joint family.

With her working in a retail set up, her lifestyle pattern and consumption pattern has changed, which has also transformed the living for her in-laws as compared to prior purchasing preferences. She contributes partial amount for the expenses in the family.

Survival Spending – Rs.25000/m for household

No. of Staff 50-60/ storeAvg. Range 25 - 35 yearsAvg. Age 30 yearsStaff Salary 15K - 60K

Average monthly SpendingsGrocery 10000Fashion 5000Entertainment 3000Data & Communication 500Rentals 10000Travel 1000

Domains of Expense

Grocery She has shifted the grocery purchases from local shops to BB after marriage. She makes monthly purchases. She keeps herself up-to-date on the price, offers and makes purchases with smart comparisons.

Fashion She is not a frequent buyer of garments – its on need basis or festivals/ occasion. Husband makes purchases from BB/FBB now. Her in-laws make purchases from local shops and occasionally from BB/FBB.

Entertainment She prefers to stay home with family, sometimes goes for movies, restaurants

Data &Communication

Monthly expense of Rs. 500

Rentals Lives in the owned house in Mulund with family

Travel Monthly Train & Bus Pass

Employee Perspective

Employee Perspective Unorganized Traditional Retail Stores

Regional/ Semi Modern Retail Stores Organized/ Modern Retail Stores

Personality Traits Entrepreneurial skills Aligned to customers and store values.

Trained by the employer, formally and learn on the job

Family Background Migrated / joined family business

migrated/ first gen of non- farm job owners

First generation earners/ private sector employees

Education Qualification No Criteria School drop outs 10th passed/ 12th attempted- few graduates and above.

Career Aspirations Earn more or move to an A/C store

Want to be able to multi task and do higher order work- eg,

buying, cashiering, stock management etc

Grow in the heirarchy and try and study simultaneously

Relationship with the employer

Has a direct interaction with the owner.

Direct interaction and relationship with owner

Distanced from owner, Store Manager the face and immediate

reporting manger is key

Past ExperienceNot required. Can start as a

fresher with on the job training

Preferred if comes from a known source Experience is also valued

Consumptions PatternsMake purchases from the place of work and other

known shops of the owner

make purchases from local/ nearby/ known shops

use the combination of purchases from local shops and organized

store

Employer Perspective

Employer Perspective Unorganized Traditional Retail Stores

Regional/ Semi Modern Retail Stores

Organized/ Modern Retail Stores

Expected Criteria of a potential employee No documentation required CV, photo is needed- referral

/recommendation key

Proper CV, past company relieving letter, education

certificates, etc are mandatory

Hiring Sources Community Network Community Network, ads on the store

Dedicated team managing the hiring

Gender Ratio Dominated by men Employees women also if needed, based on categories

Driven by government statutes/ mandates

Role of the Community Preferably hire from enterprenuial communities

preferably from nearby locality, from known backgrounds

Hire based on community and linguistic mix in store

catchment

Working Hours/ Shifts Working hours of store Working hour of store, 1 hour lunch break 8 - 9 hours shift

Staff Strength 0 to 3 8 to 30 As per the business size

Training no definite training Skills refined while on the job Watch, observe and leann Defined Training on Product

Knowledge and Soft Skills

Wow, you guys have worked all

along in the same company and personally know everyone even before you

joined?

Hmm, look our entire future is dependent on Sethji- we trust him!. My brother

also works with him and we both don’t want to move. We

feel fortunate both of us also do buying,

not just sell!

Yes, we share all responsibilities, the highs and lows of

business equally. Its our business after

all.

But yes, some now aspire to

move to modern retail. What benefits

do you get?

Well. My company gives me PF,

insurance, ESIC, all are defined even

before we join. We have appraisals every

6 months before increments.

A large part of our salary is based on

incentives. And our owner supports us

a lot in special cases

No such things, but as need arises, the employers give soft

loans, and basic needs are met by

the store

Like, he gives money for

marriage or to perform last

rites of loved ones. We also have a mess

where all of us eat lunch!

Very interesting patterns in compensation philosophy here.

In Modern Retail, it is fully defined in contracts and statutory compliance paramount replacing the

facelessness and distance from employer.

In unorganized trade it is need based to support basic standard of living.

In semi-organized, it is trust based with some amount of statutory compliance.

Monetary and Non-Monetary Benefits to the employee

Economies Unorganized Traditional Retail Stores

Regional/ Semi Modern Retail Stores

Organised/ Modern Retail Stores

Bonus/ Commission/ Incentives

One month bonus during Diwali

monthly incentives based on store targets + Festive Bonus

monthly incentives as per store and individual target

plus Annual Bonus

Salary Range No adherence to minimum wage act Adherence to minimum wage Adheres to minimum wage

act.

Welfare BenefitsBenefits such as soft loans, free hygiene products and

products at cost price

Last Rights during the death of loved ones, loans and

product discounts. Place to stay/ lunch/ meal provided at

no costs

Statutory Benefits + other Tax Saving Benefits +

Medical + added benefits

Holidays/ Leaves As per store rythym6 days work, 1 weekly off

( market day off)21 days paid leave

6 days work, 1 weekly off21-30 days yearly paid leave

Discounts to Staff minimal varied discounts minimal defined discounts on specific category

predetermined discounts as per grades specified to each

product category

Each has its pros and cons. But can the best of each systems be combined?

Statutory compliance, Need and Trust each have to be taken care of.

I think we are a nation of shopkeepers! Its time- we recognize ourselves as a community.

I wonder how large is the workforce of retail? Let me do a quick Online search

This is so huge , so many peoples lives gets touched!

There is a need to help every foot soldier in retail to not just get more from the money but perhaps a deeper

need exists to build the sense of a community, a tribe for all those associated with retail in the country!

We retailers have so much in common- despite the differences that exists.

Every Retailer, no matter what kind of retail store he works in is similar too in many ways…

The Retail foot soldiers, works amidst abundance, but lives a modest life. His work environment and the customers he deals with are better- off.

The retail community at large have a different rhythm to life. They work on weekends, festivals and often long hours when everyone else is celebrating.

The community at large is well aware of new products, categories, lifestyle as the job rubs off on them. They are early adopters of many products and categories, and a live a smart lifestyle, compared to their peers.

Everyone is learning on the job, every day is a new day. Much of the job is about thinking on the feet and not just executing one skill repeatedly

Retail employees have deeper aspirations and yearn for a better quality of life as they see an upgraded lifestyle all around

They are the last mile connect between big/small brands and the consumer. They influence, educate and also service the customers aspirations and woes.

While retailers do not enjoy higher status in the “marriage market” they are khabri’s for people in the neighborhood, who know best about deals, products and service.

Sorry, I am intruding you guys. I couldn’t help but listen to your conversation. Retail employs 35 million people- that

is larger than the Indian railway and the Indian Army! What happens if all retailers came together to help retail

be recognized as an industry, build a fraternity and do something for all associated with retail

Sorry who are you?

Manu cannot remain silent anymore, he has some ideas for the retail industry at large! He jumps right into the conversation…

I am Manu, I have worked in retail all my life and now work as an independent consultant. I believe that almost 15% of households or one

in every seven households in the country is dependent on retail.

We need to come together and do something for all the foot soldiers of retail and help retail as an industry develop a spirit of camaraderie.

Oh I am sorry I didn’t recognize you Sir…! Please tell us more

about what you thinking…

I was thinking of creating a bazaar, for the retail foot soldiers that makes their money work harder- but hearing you

guys, I believe that there is a scope for a much bigger platform!

You mean a platform that addresses the

needs and aspirations of all retail employees

across the country?

Not just needs and aspirations for products, services and experiences…but I think we need an association that is for the foot soldiers by

the foot soldiers!

You mean, like an association- that not just gives hard benefits, but

also some softer privileges

Yes. Something through which our profession becomes more

respected and most importantly a spirit of camaraderie develops

within the community!

We need to learn from the political associations and the army canteens model. They treat every member as a customer and bring in a sense of commitment-people are

ready to die for them!

Shiv Sena

Founded by Bal Thackeray, Shiv Sena is a right winged organization, built on the pro-Marathi ideology.

The members of the organization are called Shiv-Sainiks. Freedom and power to freely negotiate at grass roots is the main reason for joining Shiv Sena. Additionally association with the Thackeray family is highly aspirational too.

An affiliation with this political party, results in status and identity in community, employment benefits and other soft benefits.

Shiv Sena

Shivprakash: aims at providing solar lanterns, solar fans and even solar streetlights to 600 Maharashtra villages that have no access to electricity.

Shivjalkranti: Water conservation structures, water purification units and deepening the water sources like ponds and rivers.

Shiv VADAPAO center allocation: Allotting space to start vada-pao stalls across Mumbai, to the Marathi youth.

Sena has decided that its legislators will provide Tablets with pre-loaded syllabus to 50,000 students. It runs and maintains park in name of Meena Tai Thakarey Udayan and Reading Centers in Marathi neighborhoods for recreation of kids and people.

Funds for cremation of destitute, orphans & widowsSponsorship to Ganpati Utsav Mandals.Funds for marriages of poor girls

.

All India Anna Dravida Munnetra Kazhagam is a state political party in the states of Tamil Nadu and Puducherry, India. Ideologically they find feet in populism and social democracy.

The party works on providing doles, benefits and schemes to people at large. And in return they are expected to support the party by ensuring participation in party works & organizational activities.

AIADMK

Amma Goody Bags to New Mothers

The kit contains 16 items worth Rs.1000, which are helpful in maintaining health and hygiene in infants and young mothers.

AIADMK

Free Laptop for all Higher Secondary Students and Art & Science college students.Govt School students given four sets of uniforms with chappal and Private School students are given stipend.20Kg Rice given for destitute, orphan & widows.Free cable connection for public and cable TV for poor.Free mixer, grinder & fan for households.Mobile hospital by name of party to serve the needs in their home.Poor people are given subsidy for home construction.Above 58aged are provided free bus pass.Poor are given Rs.25000/- along with 4gm gold for marriage.Pregnant women are provided work wage compensation by partyIdli canteen for all at subsidized ratesPlan to soon give 20 liters mineral water per day for BPL.Old aged persons abandoned by their wards are lodged in homes with three time meals, medical checkups with library facilities funded by party.

A blurred boundary exists between members and supporters, with an eligible membership card and a record for active participation in party campaigns and programs, many benefits are provided.

The Army provides various benefits to the families, who work for the nation.• Admission in Central School & Army Public School.• Membership to Army Gymkhana Club & Recreational Hubs.• Membership to Community Centers for Get Together.• Membership to avail discounts on buying goods from Army Canteen across country.• Discounted purchase of liquor under quota in army canteens.• Discounted purchase of two and four wheeler vehicles through army canteen.• Privileged entry and membership to sports club, recreation centers and government

centers and clubs.• Insurance of self and family.• Pension cover of employees and to wife.

The Army and the CSD’s

This store has availability of all groceries, kitchen appliances, home & personal care products, luggage bags and liquor in bulk quantity.

The officers get 2 cards as per their rank. One for groceries and other for purchasing liquor for them to avail discounts on their purchases.

On an average they get discounts of 35-40% on the goods. This card can be used by family members, friends. For eg. 4 burner gas stove was available at Rs. 5100 whereas the MRP was Rs. 10000. The Skybags trolley bag was available at Rs. 2100 whereas its MRP was Rs. 3900. Family gets a sense of pride to use such discounted offers from the government. As a result, the army friend becomes and important network for the civilians at large, and they flaunt a lifestyle a notch above others.

The CSD’s

And the conversations continued….Over the Train journey, the four discussed and created a road map for the TRRAIN Society!

In Maslow’s hierarchy too, humans strive for social goals and feel a sense of deriving higher satisfaction when they are engaged in social aspects of life.

They discussed and learnt that India has lacked social movements but- communities and various associations have played the role of providing an inherent larger goal and purpose to serve its members.

There is a design to an association that builds security, sense of belonging and allows members to collaborate relatively equally with each other. This builds in camaraderie, fraternity, spirit of brotherhood –

these are critical social needs of people.

The TRRAIN society, will be a member driven organization, with chapters in different cities, who work for the betterment of the all the people associated with retail.

Not only will they provide more worth for their money ( LAXMI), but also bring in a sense of belonging ,social security for the fraternity ( DURGA) and help them gain

better knowledge and hence a better career tomorrow.( Saraswati)

Retailer 2 Retailer Prices: Discounts & Promotion for retail employees

Excess stock liquidation platform

Availability of loans and advances/ financial instruments, insurance for

TRRAIN society members

Assistance/ discounts in first vehicle purchase

Special package/programs for family members: Mumbai Darshan, ShirdiDarshan, pilgrimage visits, Recreation centers (Imagica) etc.

Special discounts in Multiplexes, Restaurants, Food courts etc

More Laxmi through the TRRAIN society

A membership card that acts as an identity document that works as a

recognized currency for small community based needs- renting a house, school

admissions etc.

Matrimonial portal for the retailer to retailer network.

Certifying members for certain skills, character checks etc.

More Durga through the TRRAIN society

Career counseling

Creating new barter systems of learning intra community.

Supporting educational needs

Providing courses in-

• Mobile literacy• Basic English • Category based knowledge and training• Personal hygiene and grooming

More Saraswati through the TRRAIN Society

TRRAIN Society