by Paul Joseph
September 20, 2010
Uncategorized
Indian retail juggernaut, which began rolling towards smaller cities and towns a few years ago, has gathered momentum as retailers are now going whole hog to make a killing. Changing demographics, higher disposable income and improved agri-produce realisation have made smaller cities and rural areas the future hotbeds of growth. And Indian retailers are in no mood to miss out on this big, untapped growth opportunity. So, from customising collections and keeping a wider entry-level merchandise mix to leveraging local franchisee know-how and opening more outlets, retailers such as Future Group, Shoppers Stop, ITC Wills Lifestyle and Spice Hotspot are trying every possible permutation and combination in their effort to rake in moolah. “Disposable income in smaller towns has risen significantly in the recent past as they were largely unaffected by the slowdown,” said Kumar Rajagopalan, CEO, Retailers Association of India (RAI). The rush towards smaller towns is triggered mainly by the low availability of property at right prices in the big cities, feels Mr Rajagopalan. Retail chain Shoppers Stop will open over 12 stores in smaller cities by year-end. The K Raheja-promoted company, which has positioned itself as a “bridge-to-luxury” brand, will open department stores in cities such as Ahmedabad, Aurangabad, Jalandhar, Ludhania, Mysore and Vijayawada with an investment of Rs 120 crore. “Before we enter smaller cities like Amritsar, Bhopal and Aurangabad, we already have loyalty customers there, courtesy people from those locations who have shopped in nearby metros,” said Shoppers Stop vice-president (marketing & loyalty) Vinay Bhatia. Shoppers Stop stocks a smaller assortment of bridge-to-luxury products in such smaller markets, at about 5-10% of the total merchandise as compared to big cities where it’s about 15-20%. “Our experience also tells us these cities have a lower working women population and less occasions to wear formalwear. So we have more casualwear and a bigger ethnic mix in these stores,” adds Mr Bhatia. Future Group is planning to enter 10-12 towns every year. About 15-20% of the product mix in smaller stores of India’s largest retailer is customised to the regional requirements of the market. “This mostly happens in food, ethnic apparel, general merchandise and home products,” said Rakesh Biyani, CEO, retail, Future Group. ”It allows us to build a connect in smaller cities. Sales per sq ft may be lower than the cities, but then the costs are lower too. As we adopt a cluster approach for expansion, these cities will become more lucrative,” said Mr Biyani.
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by Paul Joseph
September 20, 2010
Uncategorized
The Reserve Bank’s decision to raise its key short-term rates will not have any impact on the realty sector, a top industry player said. “Presently in the real estate sector, demand is exceeding supply, so I see no problem,” Godrej Group’s Chairman, Adi Godrej, told reporters at an event organised by the Gujarat Institute of Housing and Estate Developers (GIHED) here. As a part of its first mid-quarterly review of monetary policy, the RBI had raised its key short-term lending (repo) rate by 25 basis points and borrowing (reverse repo) rate by 50 basis points to six and five per cent, respectively. The rate hikes are aimed at combating inflation now at a high 8.5 per cent, he said. The rate hikes will also not impact credit flow adversely, the industrialist said. “Credit is available and I don’t see this RBI decision having any effect on credit availability,” he added. On the consumer durables segment, he said, the sector is growing by 25-30 per cent and will grow further during the festive season. Asked if prices of some products were likely to rise going forward, Godrej said that prices of some products like soap could see a northward movement due to a rise in raw materials costs. “(Prices of) some products like soap may go up in the region of five per cent as cost of raw materials like vegetable oils have gone up,” he said.
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