india retail forum 2012 the winning feedback/editorial queries, email to:...

retail excellenceSharad nawalgariaMDSnG FaShionS, FiDaGoing Fida!

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`50 US$10november 2012 • voL. 11 no. 11

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IndIa RetaIl FoRum 2012

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With FDI in multi-brand retail now a reality, the Indian modern retail industry is at an inflection point. As foreign retailers arrive in India in full force in the next three to four years, a paradigm shift will occur in the way modern retail has operated here until now. But for the retail industry to achieve its full potential, its movers and shakers need to put their heads together to strategise, exchange notes and ideas, network and thrash issues threadbare. The India Retail Forum (IRF) 2012, held in Mumbai on October 10-11 this year, provided a powerful platform to do exactly that.

There was a high degree of enthusiasm and energy in the air as hundreds of delegates from all over the country converged at the Renaissance Hotel to attend what is considered as one of the most important events in any retail executive’s calendar. The sessions ensured lively morning-to-evening debates on different aspects of the business while the exhibition space and the networking lounge offered opportunities to strike business deals.

Since its inception in 2005, a major objective of the IRF has been to give recognition to the key players in the industry which have made a difference. Keeping alive this tradition in 2012 as well, two retail industry stalwarts, Kishore Biyani and BS Nagesh, were ushered into the Hall of Fame for their vast contributions to modern retail. The mega-event concluded with the annual IMAGES Retail Awards powered by the Ambience Malls that felicitated 17 key players in the industry for their outstanding performance in the last fiscal.

The entire purpose behind the IRF is to empower the industry and act as a catalyst for the profitable growth of Indian modern retail – a role it has been playing admirably over the last seven years, as attested to by its runaway popularity. Hopefully, it will keep fulfilling an important role in the years ahead as a high-voltage platform to drive growth of the retail industry in India.

This Diwali, here is wishing the Indian retail fraternity a prosperous future ahead.

NOVEMBER 2012 • PAGES 114 • VOL. 11 NO. 11

Editor in Chief Amitabh Taneja Editorial Director R S Roy Publisher S P Taneja Director (Operations) Anjali Sondhi

editorial Editor-in-Charge Sanjay Choudhry (Deputy Editor) Chief of Bureau (Mumbai) Nivedita J Pawar (Sr. Assoc. Editor) Chief of Bureau (Bangalore) Rajeev Kumar Assistant Editor Priyanka Dasgupta Copy Editor Shipra Sehgal Sr. Correspondent (Delhi) Payal Kapoor Sr. Correspondent (Mumbai) Shanti Padukone Correspondent (Kolkata) Shubhra Saini Correspondent (Bangalore) Roshna Chandran

Creatives Art Director Pawan Kumar Verma Dy. Art Director Deepak Verma Sr. Layout Designer Prakash Jha Layout Designer Rakesh Kumar Sr. Photographer Vipin Kardam

Circulation & Support Assoc. VP - Consumer Connect Anil Nagar General Manager – Administration Hemant Wadhawan Sr. Manager – Circulation R P Singh Dy. Manager – Operations Rajesh Kumar Sr. Executive – Subscriptions Kiran Rawat

Production General Manager Manish Kadam Sr. Executive Ramesh Gupta

Cover Story 52

The much-anTicipaTed india ReTail FoRum (iRF) 2012, TouTed as one oF The laRgesT ReTail evenTs in The woRld, was held aT mumbai’s Renaissance hoTel FRom ocTobeR 10 To 11 This yeaR. The Two-day ReTail exTRavaganza saw hundReds oF delegaTes aRRive FRom all oveR india and abRoad. iT oFFeRed back-To-back sessions wiTh aRound 200 speakeRs, woRkshops and ample neTwoRking oppoRTuniTies FoR eveRyone. The ReTail capTains shopped FoR success as The annual evenT exceeded eveRyone’s expecTaTions yeT again.

INDIA RetAIl FORUM 2012

CONTENTSNOVEMBER 2012

IN THIS ISSUE

Interview ......................................................36Gearing Up IndiaA chat with Steelbird MD Rajeev Kapur as the company opens its first exclusive retail outlet.

Entrepreneur ................................................40Playing it Up!Anand Khemani of ‘Games The Shop’ shares his story of becoming a successful entrepreneur.

Retail Excellence ..........................................48Going FidaAfter reaching the 17-store mark, women’s ethnic-wear brand Fida is targeting other locations for expansion by opening company-owned and franchised stores.

Concept .........................................................98Bazaar ‘On the Move’‘Buzallong Bazaar’ is a shopping space that travels to different locations in search of footfalls.

Column .......................................................102Small Retailers will Gain with FDIFDI will benefit not only the modern retailers but also give a boost to traditional ones, argues BS Nagesh.

Technology ..................................................104Multi-Channel Retailing: The Way ForwardMultiple retail channels not only extend a retailer’s reach and presence but also provide friendly ways to service a customer.

Column .......................................................108EOSS: A Double-Edged SwordHarminder Sahni explains that in-season sale rather than the end-of-season sale (EOSS) would be more beneficial for fashion retailers in the long run.

12 ..................................International Updates20 .........................................National Updates 30 ...............................................New Openings 110 ...........................Personality of the Month112 ...........................................................Index

R EGULARS

interview

36 . images retail . November 2012

Gearing up IndiaSTEELBIRD HI-TECH, INDIA’S LEADING HELMET MANUFACTURER WHICH HAS BEEN SELLING ITS pRoDUCTS THRoUGH MBoS, HAS NoW opENED ITS FIRST EXCLUSIVE RETAIL oUTLET CALLED RIDERZ SHop AT KARoL BAGH IN DELHI. IT IS poSITIoNED AS A oNE-STop SHop FoR ALL BIKE RIDING GEAR LIKE HELMETS, BIKERS SUITS, JACKETS, GLoVES, AND SUN GLASSES. IN AN INTERACTIoN WITH “IMAGES RETAIL,” STEELBIRD MD RAJEEV KApUR DISCUSSES THE RATIoNALE BEHIND THE MoVE AND RIDERZ’S EXpANSIoN pLANSBy Payal Kapoor

HOW BIG IS THE MARKET FOR RIDING GEAR AND ACCESSORIES IN INDIA? The concept of riding-gear outlets, which is quite common in the Western countries, is comparatively new in India. However, the increasing popularity of biking and super-bikes with Indian consumers is making our country an emerging market for riding gear. The combined Indian market for helmets and riding accessories is estimated at `550 crore currently, out of which `500 crore is accounted for by helmets alone.

WHAT ARE THE FACTORS PROPELLING THE INDUSTRY’S GROWTH? The lifestyle motorcycle segment is booming in India. It’s not just bikes that are being touted as lifestyle statements, but also the accompanying accessories. Automobile industry is also growing day by day to fulfill the requirements as today’s generation is more passionate about riding fast bikes. The Indian youth loves adventure and riding for fun and they like wearing trendy helmets and accessories. Recreational driving is rising in cities like Delhi, Bangalore, Pune, Chennai, and Chandigarh.

PLEASE TELL US ABOUT SOME OF THE TRENDS YOU HAVE BEEN WITNESSING IN INDIA OVER THE PAST FEW YEARS.People have become more style conscious. Earlier bikes were used as a mode of transportation but nowadays it’s more about passion. With the entry of big players in India like Harley-Davidson, Suzuki,

Yamaha and Honda, many people are becoming crazy for these bikes.

WHAT IS THE RATIONALE BEHIND OPENING THE “RIDERZ SHOP”? WHAT OBJECTIVES ARE YOU TRYING TO ACHIEVE THROUGH THIS?Our objective is to provide the best quality riding gear with a huge range of products at the doorstep of the consumer. Although Steelbird has significant presence in MBOs with a widespread distribution network, we realised there is a need to enter the direct marketing retail model, as the retailer sitting in an MBO is a quick seller and he would not be able to spend quality time with customers, giving information about our products in the way we desire. Our idea is to put an array of products in the stores and let the consumer experience and know about the innovative range.

While motorcycles account for a huge share of the Indian two-wheeler market, riders hardly have any choice if they wish to buy authentic, branded and international-quality riding gear. The Riderz Shop will certainly bridge this gap and educate people to go for qualitative products that offer safety and style.

WHAT IS RIDERZ SHOP’S MARKETING POSITIONING? WHAT KIND OF PEOPLE FREQUENT YOUR STORES AND OF WHICH AGE GROUP?Riderz Shop is a trendy outlet, so all the youngsters frequent our store. The age group would be between 19 and 35 years.

PLEASE PROVIDE US THE DETAILS ABOUT BRANDS AND PRODUCT RANGE AVAILABLE AT YOUR STORES.

entrepreneur


Playing it Up!

serial entrepreneur AnAnd KhemAni cut his teeth on fashion and music in his late teens before turning his attention to gaming in 2000. two years later, he bagged his first game product license. today, Khemani is the official distributor for 9 global gaming titles in india and runs 10 stores of his own. the success of “games the shop” has changed the way people used to buy games in this country. here is Khemani’s story in his own words, as told to nivedita Jayaram pawar

Gaming is a huge phenomenon. It’s a $40 bn industry globally (including console gaming that is $25 bn strong). If you include mobile gaming, the figure reaches a mind-boggling $70 bn! The gaming industry in India is roughly `600 crore. We are a billion-plus population but not too many companies deal in games here.

My journey in the gaming world began 12 years ago when I started spending more and more time saving the world online! I even travelled to a few countries to experience gaming. Those days, gaming was restricted mainly to PC games. There were just a few stores stocking some international titles. But by and large, it was very scarce. My liking for gaming soon grew into a passion. I realised that most of the good and reputed games were not available in India. This set me thinking – maybe it could be a good business.

I went to the Mecca of gaming – E3, the annual video-games conference and show at the Los Angeles Convention Center. The first year I was there, I tried to meet some of the game publishers but none gave me an appointment. I returned to India only to try my luck again the next year. This time, though I did manage to get an appointment, no one turned up for the meeting! I was a nobody for them to entertain. They said we could talk over the phone or email. I pursued them and finally met them several years later.

I got my first break in 2002 when I got the distribution and licensing rights of Conflict Dessert Storm from Square Enix. That was the first title for my company Express Interactive, a publishing and distribution house for gaming products in India.

Today, Express Interactive is a leading company in the gaming

cover story



The two-day India Retail Forum (IRF) 2012 lived up to its reputation as one of the biggest gathering of retailers in the world. Over 3,000 professionals and entrepreneurs from the modern retail segment congregated on the spot from all over the country. The much-awaited event was packed with back-to-back sessions on both the days where the stakeholders discussed the various issues and challenges facing the industry. There was also an exhibition hall with over 50 exhibitors providing tremendous networking opportunities.

The much-anTicipaTed india ReTail FoRum (iRF) 2012, TouTed as one oF The laRgesT ReTail evenTs in The woRld, was held aT mumbai’s Renaissance hoTel FRom ocTobeR 10 To 11 This yeaR. The Two-day ReTail exTRavaganza saw hundReds oF delegaTes aRRive FRom all oveR india and abRoad. iT oFFeRed back-To-back sessions wiTh aRound 200 speakeRs, woRkshops and ample neTwoRking oppoRTuniTies FoR eveRyone. The ReTail capTains shopped FoR success as The annual evenT exceeded eveRyone’s expecTaTions yeT again. TheRe was an aTmospheRe oF opTimism and hope FoR The FuTuRe in view oF The goveRnmenT Finally allowing Fdi in mulTi-bRand ReTail. The mega-evenT concluded wiTh a scinTillaTing awaRds ceRemony ThaT honouRed some oF india’s besT ReTaileRs FoR TheiR conTRibuTion To The modeRn ReTail indusTRy. heRe is an exclusive RepoRT abouT iRF 2012.

the WINNINg eDge

cover story

November 2012 . images retail . 53


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AnAlysing modern retAil in the post-Fdi indiAThe eagerly-anticipated IRF 2012 kicked off with a pre-inaugural session that involved an in-depth analysis of the retail sector in India and threw a spotlight on the current hot topic of foreign direct investment (FDI) in multi-brand retail. International research and consulting experts deciphered numbers and explained the trends at this session.

Abheek Singhi, Head–Retail and Consumer Products Sector (Asia Pacific), with the Boston Consulting

Group, gave an overview of the consumer trends in India by 2020. He said that the Indian consumer will consume four times more in the housing and consumer sector. Also, there is a huge opportunity in the processed foods segment. According to him, the small retailer serves the needs of the consumer better by offering significant and more robust contributions. Anil Rajpal, Head–Retail and Consumer Products,

Global Consulting Practice, TCS, said: “The retailer must be conscious of the various drivers, even though they sound clichéd, since they are important in terms of how the Indian buyer is emerging.”

Hemant Kalbag, Partner and Head of Consumer Industries and Retail Practice, AT Kearney, said that India, already being an attractive retail destination, is now a hotspot with the recently introduced FDI norms.

Abheek Singhi Anil Rajpal Hemant Kalbag Paul Martin

cover story


Masters at Workfour Master classes were held on october 9 as part of the irf knowledge series. they were aiMed at educating retailers and the industry stakeholders about soMe crucial aspects of retailing such as visual Merchandising, iMpact of social Media on the bottoM line, store designing and packaging, and raising the bar in custoMer loyalty

Store deSign and packaging, by john herbertRetail stores with an outstanding design reflect positively on the perception of product quality, thereby increasing sales. The workshop conducted by John Herbert, General Secretary, European DIY–Retail Association (EDRA) and the Global Home Improvement Network (Germany) presented case studies on the best retail store designs, with an added bonus session on creating a brand by packaging – a subject which drew enormous interest. Herbert said that in the new era of multi-channel and online purchasing where some experts predict that retail sales through these media will be as high as 30 percent of the total within a decade, there is a need for bricks-and-mortar retailing to rethink its position, especially when it comes to store design. Stores in the future must become much more attractive and offer the consumer an experience. It is also necessary to improve the quality of store employees who must be highly trained and become brand ambassadors. Innovation and differentiation in retail stores are needed more than ever, he added.

VM – a powerful tool, by kenneth e niSchKenneth E Nisch, the Chairman of JGA (USA), presented a workshop on the importance of visual merchandising for a variety of categories, including fashion and hard goods. He pointed out that visual merchandising is not just window dressing – it is something beyond product displays, planograms, and mannequin presentation. “Visual merchandising is everything about the environment a customer encounters, a store’s hardware and software; its scent, its sound,” said Nisch. According to him, 70 percent of the buying decisions are made through sight, so visual merchandising has a dramatic effect on brand perception and sales. In his review, he identified three areas of focus: the science of visual merchandising, the art of the retail experience, and concept execution and implementation.

iMportance of Social Media in retail, by elin kilicarSlanMarketing is all about creating the right buzz and pull around your brand. Social media techniques facilitate that to a great extent and this can be done at a relatively low cost. The workshop by Elin Kilicarslan, New Media Specialist and Co-Founder, SME Rebuilders, helped audiences understand the use of social media marketing in retail environments and how retailers can intelligently use these platforms to grow their consumers. Every moment of social media marketing in retail needs to count, get branded, targeted and leave an impression upon the customer. The workshop gave practical insights into how retailers can boost their bottom line by leveraging social media.

cuStoMer loyalty – raiSing the bar, by aliStair gordonThis master class on customer loyalty, by Alistair Gordon, Group Managing Director, ValuAccess (Hong Kong), gave detailed operational insights into executing a loyalty programme to ensure delivery of the key driver for loyalty, incremental revenue. The workshop started with a theoretical overview of the different objectives and financial opportunities presented by loyalty. Later, it went on to analyse the many operational elements and activities that make up a loyalty programme, ranging from customer data collection and management, identifying the customer, managing and determining insights into customer behaviour and influencing the customer to change their habits and deliver more revenue. Each element was broken down into options and their impact on execution was analysed by identifying their strengths and weaknesses, inter-dependencies, relative merits and the compromises required to maximise programme cost effectiveness.

John Herbert

Alistair Gordon

Elin Kilicarslan

Kenneth E Nisch

cover story


aMbuja realtyAmbuja Realty forayed into the retail space with City Centre Salt Lake mall in Kolkata. This was followed by City Centre New Town in Rajarhat and City Centre Siliguri in West Bengal. The company now plans to launch City Centre malls in Raipur, Haldia (West Bengal) and Patna.

bally fabThe Kolkata-based Kankaria Group created brands such as “The Jute Shop” and “Ballyfab” for the development of jute, cotton and rexine bags. At present, there are 58 Jute Shops and Ballyfab outlets in 32 cities across India.

the attitude of shoppers in east india is changing drastically froM traditional to More conteMporary and fashion-oriented. east india has 30 percent of india’s total population and the population density it offers to retailers is fantastic, which directly translates

into higher voluMes. this natural deMographic advantage of the region is now recognised by Many retailers. in fact, Modern retail is expected to provide iMMense contribution to the region’s econoMy. like previous years, a host of power brands froM the east Made a Major

iMpact on the india retail foruM 2012. present either as speakers, guests or exhibitors, the heads of these brands generated enorMous aMount of interest and adulation at the biggest retail event of the year. present Mostly in the cities of kolkata and gwahati, Most of these players have gradually strengthened their position and are rapidly expanding pan-india. here is a low-down on soMe of the biggies of eastern india present at irf 2012

East India

Power Brands

Mobel furnitureMobel Furniture has a significant share in the home/Office furniture and modular kitchen market in Eastern India. It has five stores having a total of 57,000 sq.ft. retail space. The company will soon open an outlet in Bangalore.

SkipperWith 11 stores across 8 cities, home-furnishing store Skipper plans to roll out 50 stores by 2014. Apart from these, the brand also has numerous clients in the hospitality and tourism sector of the country.


Images RetaIl awaRds 2012

About the AwArds The Images Retail Awards are a part of the portfolio of the IMAGES Group. For over 20 years now, IMAGES has been acting as a catalyst for retailers in India to share and gain from each other’s experiences and insights. It has been a process that has seen the creation of several outstanding business magazines, events, conferences and awards.

All award categories this year were broadly classified under two segments: Jury awards covering various retail verticals and formats, along with the “Retail Launch” and “Retail Innovation” awards of the year.

The other segment included the IMAGES Excellence awards for “Retail Personality” and “Retail Group” of the Year.

All entrants who applied through nomination forms in the jury awards segment were analysed under three key areas of performance:1. Retail expansion measured through growth numbers as well as percentage increase in the number of outlets and retail space. 2. Business performance measured through growth numbers as well as percentage increase

in retail revenue and average sales per square feet.3. The same-store sale growth percentage in FY 2011–12

Based on the analysis of this specific quantitative information, each nomination was assigned a rank within the respective award category and a shortlist was created. Each award category thus resulted in a minimum of four and maximum of seven shortlisted top nominees as finalists. This list of finalists was shared with a panel of jurors through a special docket containing quantitative as well as qualitative information on seven different areas of retail business including:

1. Technology innovation2. Vendor management3. Human resource initiatives4. Merchandising5. Marketing6. Customer service, and7. Landmark achievement

The jury assigned the ranks based on the overall assessment of performance and consideration of the quantitative rankings. The combined

score of quantitative analysis, qualitative analysis and jury ranking decided the winner for each award category.

Two categories – Luxury and Rural Retail – were unfortunately dropped because we did not get a minimum of four nominations for these categories. The second segment of awards – the IMAGES Excellence awards – were decided based on expert assessment by the IMAGES Group as a catalyst for the profitable growth of retail industry. The eminent jury for the awards consisted of the following:

• Abheek Singhi from the Boston Consulting Group

• Abhishek Malhotra from Booz & Co • Anil Rajpal from TCS • Anuj Puri from JLL • Ashwin Puri from Property Zone • Harshavardhan Neotia from Ambuja Realty • Kishore Bhatija of Inorbit Malls • Ramesh Sanka from DLF • S Raghunandan from Prestige Group • Sushil Mantri of Mantri Square, and • Amitabh Taneja, Chief Convenor, India Retail

Forum (IRF)

The ninth Annual IMAGES Retail Awards – powered by Ambience Mall – held in Mumbai on the night of October 11 at Mumbai’s Renaissance Hotel celebrated some of India’s most outstanding achievements in retail. Seventeen very stylish trophies were awarded to India’s most successful retailers who fuelled growth and innovation across multiple categories in fiscal 2011–2012.

Rakesh Biyani, Joint MD, Future Group, was honoured with the Retail Personality of the Year award. Shoppers Stop was awarded The Most Admired Retail Group of the Year 2012. For the fifth consecutive year, Lifestyle bagged the award in the “Department Store” category.

VLCC was the recipient of the honour in the “Most Admired Retailer of the Year – Health and Wellness Products” category. In the Entertainment Services category, multiplex chain PVR walked away with the honours.

Among other winners were Domino’s in the “Foodservice” category and Nature’s Basket in the “Food & Grocery” category. Croma was honoured with

the award for the “Consumer Electronics” category while Ferns n Petals got the award for the “Leisure” category. The Most Admired Retailer of the Year Award – Fashion went to Bestseller, while Tommy Hilfiger walked away with the award for the best retailer for fashion accessories.

The ceremony to honour the achievements of India’s leading retailers kicked off with some high-voltage entertainment. Performing on Indian retail’s biggest night was Harshdeep Kaur of the Sufi genre fame. Other performers included India’s youngest, brightest and sharpest stand-up comedians Tanmay Bhatt and Angela Almeida from the Terence Lewis Contemporary Dance company. The host for the evening was actor, filmmaker Rajat Kapur assisted by Mini Mathur.

The IRF Awards 2012 were powered by the Ambience Group which has successfully delivered two malls in Delhi/ NCR. Ambience Gurgaon has become a landmark since its opening, while the Ambience Vasant Kunj is also very popular, offering a mix of modern and aspirational brands.

Jury members for Images Retail awards 2012

india retail forum 2012 the winning feedback/editorial queries, email to:...

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