CHAPTER 1

PROFILES
1.1

INTRODUCTION
7
The India Retail Industry is the largest among all the industries, accounting for over 10 per
cent of the country GDP and around 8 per cent of the employment The Retail Industry in
India has come forth as one of the most dynamic and fast paced industries !ith several
players entering the mar"et #ut all of them have not yet tasted success $ecause of the heavy
initial investments that are re%uired to $rea" even !ith other companies and compete !ith
them The India Retail Industry is gradually inching its !ay to!ards $ecoming the ne&t $oom
industry The total concept and idea of shopping has undergone an attention dra!ing change
in terms of format and consumer $uying $ehavior, ushering in a revolution in shopping in
India 'odern retailing has entered into the Retail mar"et in India as is o$served in the form
of $ustling shopping centers, multi(storied malls and the huge comple&es that offer shopping,
entertainment and food all under one roof
) large young !or"ing population !ith median age of *+ years, nuclear families in ur$an
areas, along !ith increasing !or"ing!omen population and emerging opportunities in the
services sector are going to $e the "ey factors in the gro!th of the organi,ed Retail sector in
India The gro!th pattern in organi,ed retailing and in the consumption made $y the Indian
population !ill follo! a rising graph helping the ne!er $usinessmen to enter the India Retail
Industry
In India the vast middle class and its almost untapped retail industry are the "ey attractive
forces for glo$al retail giants !anting to enter into ne!er mar"ets, !hich in turn !ill help the
India Retail Industry to gro! faster Indian retail is e&pected to gro! *- per cent annually
'odern retail in India could $e !orth ./0 17-(*00 $illion $y *011 The 2ood Retail Industry
in India dominates the shopping $as"et The 'o$ile phone Retail Industry in India is already
a ./0 117 $illion $usiness, gro!ing at over *0 per cent per year The future of the India
Retail Industry loo"s promising !ith the gro!ing of the mar"et, !ith the government policies
$ecoming more favora$le and the emerging technologies facilitating operations
8
Global Retail Sector
The latter half of the *0th 3entury, in $oth 4urope and 5orth )merica, has seen the
emergence of the supermar"et as the dominant grocery retail form The reasons !hy
supermar"ets have come to dominate food retailing are not hard to find The search for
convenience in food shopping and consumption, coupled to car o!nership, led to the $irth of
the supermar"et )s incomes rose and shoppers sought $oth convenience and ne! tastes and
stimulation, supermar"ets !ere a$le to e&pand the products offered The invention of the $ar
code allo!ed a store to manage thousands of items and their prices and led to 67ust(in(time6
store replenishment and the a$ility to carry tens of thousands of individual items 3omputer(
operated depots and logistical systems integrated store replenishment !ith consumer demand
in a single electronic system The superstore !as $orn 8n the Glo$al Retail /tage, little has
remained the same over the last decade 8ne of the fe! similarities !ith today is that 9al(
'art !as ran"ed the top retailer in the !orld then and it still holds that distinction 8ther than
9al('art:s dominance, there:s little a$out today:s environment that loo"s li"e the mid(1;;0s
The glo$al economy has changed, consumer demand has shifted, and retailers: operating
systems today are infused !ith far more technology than !as the case si& years ago The
glo$al retail industry has travelled a long !ay from a small $eginning to an industry !here
the !orld !ide retail sale alone is valued at 0 7 trillion The top *00 retailers alone account
for <0= of !orld!ide demand Retail sales $eing generally driven $y people:s a$ility
>disposa$le income? and !illingness >consumer confidence? to $uy, compliments the fact that
the money spent on household consumption !orld!ide increased 18= $et!een 1;80 and
*00< The leader has in(disputa$ly $een the ./) !here some t!o(thirds or 0 11 trillion out
of the 0 10 trillion )merican economy is consumer spending )$out +0= of that >0 <
trillions? is spending on discretionary products and services Retail turnover in the 4. is
appro&imately 4uros *000 $illion and the sector average gro!th loo"s to $e follo!ing an
up!ard pattern The )sian economies >e&cluding @apan? are e&pected to gro! at
1=consistently till *00-(01 Positive forces at !or" in retail consumer mar"ets today include
high rates of personal e&penditures, lo! interest rates, lo! unemployment and very lo!
inflation 5egative factors that hold retail sales $ac" involve !ea"ening consumer
;
confidence
10
World To! 1" Retailer# /ourceA httpABB!orld$*$lin"comB!orldtop100retailershtm
I$dia$ Retail %ar&et Sce$ario
The financial year *00-(01 sa! India ride high on the !aves of a $ooming economy The
11
No. Retailer 'ae T(!e Sale i$ U.S.
)*illio$
Re+io$ Re+io$al
Statio$
1 Wal#%art Store,
l$c
USA Dico-$t Store 1./,"/0.11 N.A*erica Global
0 Carre2o-r Gro-! FRA H(!er*ar&et "0,13..11 E-ro!e Global
/ T4e 5ro+er Co USA S-!er*ar&et 6",/"0.11 N.A*erica Si$+le
Co-$tr(
6 %etroAG GER Di7eri2ied 66,1././8 E-ro!e Global
" T4e Ho*e De!ot,
l$c
USA Hardli$e /9,6/6.11 N.A*erica Global
. Alberto$:, l$c USA S-!er*ar&et /8,689.11 N.A*erica Si$+le
Co-$tr(
8 IT% E$tre!rie SA FRA S-!er*ar&et /.,8.0.6" E-ro!e Re+io$al
9 Sear, Roeb-c& a$d
Co
USA De!t Store /.,809.11 N.A*erica Re+io$al
3 5*art Cor!oratio$ USA Dico-$t Store /",30".11 N.A*erica Si$+le
Co-$tr(
11 Tar+et Cor!oratio$ USA Dico-$t Store //,810.11 N.A*erica Si$+le
Co-$tr(
11 ;C Pe$$e( USA De!t Store /1,"1/."1 N.A*erica Global
10 Ro(al A4old NET S-!er*ar&et /1,000.1" E-ro!e Global
1/ Sa2e<a( I$c USA S-!er*ar&et /1,911.91 N.A*erica Re+io$al
16 Re<e#Gr-!!e GER S-!er*ar&et /1,".8..3 E-ro!e Re+io$al
1" Teco !lc U5 S-!er*ar&et /1,616.61 E-ro!e Global
#/4 sense& scaled ne! heights $y crossing the 1*00 points mar" early that year The GDP
gro!th for *00-(01 !as a$out 8+ = !hile foreign reserves had crossed the ./0 11- $illion
mar" India had shed its tag of a third !orld country and is $eing hailed as one of the most
rapidly emerging mar"ets and a popular investment destination
#et!een the affluent and the middle class has reduced dramatically The Indian middle class
is e&pected to gro! from its current share of ** = to <* = of the total population $y *010
over the last fe! years retail has $ecome one of the fastest gro!ing sector in the Indian
economy Retail in India is currently estimated to $e a 0*<0 $illion industry of !hich
organi,ed retail < = or roughly 0 7 $illion )t "eamey has identified India as the leading
retail destination in their annual list of most attractive countries for international retail
e&pansion >Glo$al retail development inde& *001? 8rgani,ed retail is e&pected to gro! at the
rate of *-(<0= per annum and is pro7ected to attain a si,e of 0*< $illion $y *010
The $ooming services sector in India has fueled the gro!th of a ne! class of consumer the
single ur$an youth !hose e&penses are typically independent of family compulsion )s
o$served glo$ally the steady clim$ in lifestyle and leisure goods is essentially due to
disposa$le income of this class of consumers 8ver the last one year salaries have increased
$y appro&imately 1-(*0= The divide
The government has allo!ed foreign direct investment in real estate since early *00- This
has led to increased foreign interest and has encouraged 7oint ventures $et!een Indian and
foreign developer 3onsidering the vast potential in the retail $usiness -1= 2DI in single
$rand retailing has also $een allo!ed recently This move is anticipated to attract foreign
investment technology glo$al $est practices and cater to the demand for high %uality $randed
goods in India
3orollary to the real estate gro!th retail $oom too has percolated to the tier(* and tier(< cities
of India of the total <11 mail pro7ects currently under!ay in India **7 are in the top 7 cities
!hile the rest 1<+ are distri$uted over various tier(* tier< cities These statistics reveal the far
reaching effect of positive macro trends
In changing the consumer preferences and shifting mindsets to!ards organi,ed retail
1*
e&perience $esides ne! malls close to <- hypermar"et <*- large department stores and over
10000 ne! outlets are also under development Gro!th in rural population and increase in
agricultural incomes also offers considera$le scope for innovative retail formats
India:s vast middle class and its virtually untapped retail industry are "ey attraction for glo$al
retail giants !anting to enter ne! mar"ets )s India continues to get strongly integrated !ith
glo$al policies the retail sector is $ound to gro! manifold in the years to come The depth of
the Indian mar"et and the variations of the consumer profile portend a $right future for the
sustained gro!th of the Indian retail sector
RECENT TRENDS
Retailing in India is !itnessing a huge revamping e&ercise as can $e seen in the graph
India is rated the fifth most attractive emerging retail mar"etA a potential goldmine
4stimated to $e ./0 *00 $illion, of !hich organi,ed retailing >ie modern trade?
ma"es up < percent or ./0 1+ $illion
)s per a report $y CP'G the annual gro!th of department stores is estimated at *+=
Ran"ed second in a Glo$al Retail Development Inde& of <0 developing countries
dra!n up $y )T Cearney
'ultiple drivers leading to a consumption $oomA
o
2avora$le demographics
o
Gro!th in income
o
Increasing population of !omen
o
Raising aspirationsA Dalue added goods sales
2ood and apparel retailing "ey drivers of gro!th
8rgani,ed retailing in India has $een largely an ur$an
Phenomenon !ith affluent classes and gro!ing num$er of dou$le(income households
'ore successful in cities in the south and !est of India Reasons range from
differences in consumer $uying $ehavior to cost of real estate and ta&ation la!s
1<
Rural mar"ets emerging as a huge opportunity for retailers reflected in the share of the
rural mar"et across most categories of consumption
IT is a tool that has $een used $y retailers ranging from )ma,oncom to e#ay to
radically change $uying $ehavior across the glo$e
1.0 INDUSTR= PROFILE
Retail is India6s largest industry, accounting for over 10 percent of the country6s GDP and
1+
around 8 percent of the employment Retail industry in India is at the crossroads It has
emerged as one of the most dynamic and fast paced industries !ith several players entering
the mar"et #ut $ecause of the heavy initial investments re%uired, $rea" even is difficult to
achieve and many of these players have not tasted success so far Eo!ever the future is
promisingF the mar"et is gro!ing, government policies are $ecoming more favora$le and
emerging technologies are facilitating operations
Retailing in India is gradually inching its !ay to!ard $ecoming the ne&t $oom industry The
!hole concept of shopping has altered in terms of format and consumer $uying $ehavior,
ushering in a revolution in shopping in India 'odern retail has entered India as seen in
spra!ling shopping centers multi(storied malls and huge comple&es offer shopping,
entertainment and food all under one roof The Indian retailing sector is at an infle&ion point
!here the gro!th of organi,ed retailing and gro!th in the consumption $y the Indian
population is going to ta"e a higher gro!th tra7ectory The Indian population is !itnessing a
significant change in its demographics ) large young !or"ing population !ith average age
of *+ years, nuclear families in ur$an areas, along !ith increasing !or"ing(!omen
population and emerging opportunities in the services sector are going to $e the "ey gro!th
drivers of the organi,ed retail sector in India
of *+ years, nuclear families in ur$an areas, along !ith increasing !or"ing(!omen
population and emerging opportunities in the services sector are going to $e the "ey gro!th
drivers of the organi,ed retail sector in India
1./ CO%PAN= PROFILE
Type Pu$lic
1-
Industry Retailing
2ounded *001
Eead%uarters 'um$ai
Products Eypermar"et
Revenue 11000 crore
4mployees G<1000 people
Parent 2uture Group
Division G*1+
9e$site !!!pantaloonretailinB$usinessesB$ig($a,ar
#ig #a,aar !as introduced $y the 2uture Group in /eptem$er *001 !ith the opening of its
first four stores in Col"ata, Indore, #engaluru and Eydera$ad !ithin a period of ** days
/tarted $y Cishore #iyani, #ig #a,aar !as launched mainly as a fashion format selling
apparel, cosmetics, accessories and general merchandise 8ver the years, the retail chain has
included in its portfolio a !ide range of products and services, ranging from grocery to
electronics
The current retail formats of the 2uture Group include #ig #a,aar, 2ood #a,aar, 4lectronic
#a,aar and 2urniture #a,aar )ccording to Cishore #iyani, the inspiration $ehind this entire
retail format !as from /aravana /tores, a local store in T 5agar, 3hennai #ig #a,aar is
popularly "no!n as the HIndian 9almart: today
In the second year of operations, #ig #a,aar tied up !ith Indian $an"ing giant I3I3I #an"
and launched the #ig #a,aar I3I3I #an" 3ard In the same year, the first 2ood #a,aar store
!as also launched at Eigh /treet Phoeni& mall in 'um$ai, mar"ing the retailer:s entry into
dedicated food retail
In *00<, #ig #a,aar made its foray into small to!ns and cities The first store in this category
11
!as launched that year in 5agpur The franchise also !elcomed its 10 millionth customer at
its ne! store in Gurgaon in the same year
8ver the ne&t t!o years, #ig #a,aar consolidated its position in the Indian retail landscape
This phase of gro!th included the setting up of the 'um$ai store in Io!er Parel, !hich
registered a record Rs 10 million turnover in a single day on Di!ali(eve in *00+ In *00-, the
first #ig #a,aar 4&change 8ffer !as launched, !hich has %uic"ly gained popularity among
customers
In *001, further changes in loyalty mar"eting too" place !ith the launch of the house!ife(
centric credit card, /ha"ti @e!ellery store H5avaras: !as also launched that year !ithin #ig
#a,aar stores !hich $ecame the first store(in(store concept to $e launched $y the $rand
)nother dedicated retail format launched in *001 is 2urniture #a,aar
In *007, #ig #a,aar partnered !ith a shopping portal 2uture$a,aarcom and e&panded its
retail footprint to -0 stores
The follo!ing year, *008, !itnessed $y far the fastest gro!th in terms of retail e&pansion for
#ig #a,aar, !ith the launch of the 101st store @oining the league of India:s /uper $rands and
voted among the top ten service $rands in the country $y the Pitch(I'R# international
survey, #ig #a,aar $ecame much more than a household name The year also sa! the launch
of the 'onthly #achat #a,aar >'onthly #udget 'ar"et? campaign, !hich provided
significantly lo! prices and gave discounts on $ul" purchases in the first !ee" of the month
8ver the ne&t t!o years, #ig #a,aar carved its o!n niche in modern retail and $ecame the
largest $rand in the hypermar"et format 3apturing one(third of the food and grocery mar"et
in modern retail, cele$rity endorsements and tie(ups !ith other $rands allo!ed it to enhance
17
its retail footprint In *00;, #ig #a,aar !on the 35#3 )!aa, 3onsumer )!ards for the third
consecutive year It !as ad7udged the 'ost Preferred 'ulti #rand 2ood J #everage 3hain,
'ost Preferred 'ulti #rand Retail 8utlet and 'ost Preferred 'ulti #rand 8ne /top /hop
*010 to present
8n successful completion of 10 years in the Indian retail industry, in *011, #ig #a,aar came
up a ne! logo !ith a ne! tag lineA H5aye India Ca #a,aar:>5e! India:s 'ar"et?, replacing
the earlier oneA 6Isse /asta )ur )ccha Cahin 5ahin6 >5othing is cheaper and $etter than here?
In *01*, #ig #a,aar signed a multi(million dollar deal !ith 3ogni,ant Technology /olutions
for the development of an IT infrastructure, encompassing 2uture Group:s entire net!or" of
stores, !arehousing and data centers
Recently, #ig #a,aar announced its plans to add more retail services to its portfolio such as
grinding, de(seeding and cutting of fruits and vegeta$les
#ig #a,aar is the largest hypermar"et chain in India )s of @une *, *01* there are *1+ stores
across ;0 cities and to!ns in India covering around 11 million s%ft of retail space #ig
#a,aar is designed as an agglomeration of $a,aars or Indian mar"ets !ith clusters offering a
!ide range of merchandise including fashion and apparels, food products, general
merchandise, furniture, electronics, $oo"s, fast food and leisure and entertainment sections
#ig #a,aar stores are aimed at providing a local mar"etplace feel to the shoppers They offer
a !ide variety of household items including retail apparels, food products, general
merchandise, furniture, electronics, $oo"s, fast food, etc /everal stores also have leisure and
entertainment sections The hypermar"et chain crossed the 100 store mar" in *008
18
2uture Group also o!ns 3entral Eypermar"et, #rand 2actory, Pantaloons, eK854,
EomeTo!n, future$a,aarcom, and C#6s 2air Price, apart from #ig #a,aar
1;
1.6 PRODUCT PROFILE
)PP)R4I/(
1 Denims J t(shirts
* 2a$rics J cut pieces
< 2ormal !ear
+ 3asual !ear
- Party !ear
1 4thnic !ear
7 )ccessories
8 .nder garments
; 5ight !ear
10 Dress material
11 /arees
288D(
1 /taples
* Ready to eat
< Ready to coo"
+ International food
- /pices
*0
1 Imported $a,aar
7 Tea J coffee
2)R' PR8D.34(
1 2ruits
* Degeta$les
< Imported fruits
+ Dairy products
3EIII /T)TI85(
1 /oft drin"s
* Pac"aged 7uices
< 'il" item
+ 2ro,en foods
- Ice creams
E8'4 J P4R/8554I 3)R4(
1 /hampoos
* Detergents
< /oaps
+ Ii%uid !ash
*1
- 3reams
1 Deodorants
7 Eome cleaners
8 .tensils
; Plastics
10 3roc"ery
1." CO%PETITOR PROFILE
9ith a vision to generate inclusive gro!th and prosperity for farmers, vendor partners, small
shop"eepers and consumers, Reliance Retail Iimited >RRI?, a su$sidiary of RII, !as set up
to lead Reliance Group:s foray into organi,ed retail
/ince its inception in *001, Reliance Retail Iimited >RRI? has gro!n into an organisation
that caters to millions of customers, thousands of farmers and vendors #ased on its core
gro!th strategy of $ac"!ard integration, RRI has made rapid progress to!ards $uilding an
entire value chain starting from the farmers to the end consumers
**
Reliance Retail continued to e&pand presence of its value and specialty formats During the
year, Reliance Retail opened ;0 ne! stores spanning across 6value6 and 6specialty6 segments
In(store initiatives, !ider product choice and value merchandising ena$led the $usiness to
achieve ro$ust gro!th during this period
Its presence in the optics $usiness is in partnership !ith Grand Dision -1 ne! stores !ere
added during 2L(11 ta"ing the total presence to 100 stores across "ey mar"ets in the country
The retail chain offers single $rand optical products including Dision 4&press frames, lenses,
contact lenses, sunglasses, solutions and accessories
2or the very first time, consumers in India got the opportunity to e&perience Eamleys, !hich
is considered to $e the !orld6s most !onderful toy shop The $rand !as launched in India
!ith opening up of * stores during the year i/tore $y Reliance Digital is a one(stop(shop for
all )pple products and services There are 17 such stores currently operational
Reliance #rands also announced e&clusive licensing arrangement !ith t!o leading
international $randsA /teve 'adden J Mui"silver )cross India, Reliance Retail serves over
*- million customers every !ee" Its loyalty programme, NReliance 8neN, has the patronage
of more than 17- million customers
2a$india is India6s largest private platform for products that are made from traditional
techni%ues, s"ills and hand($ased processes The 2a$india Eead 8ffice is located in 5e!
Delhi2a$india lin"s over 80,000 craft $ased rural producers to modern ur$an mar"ets,
there$y creating a $ase for s"illed, sustaina$le rural employment, and preserving India6s
traditional handicrafts in the process 2a$india6s products are natural, craft $ased,
contemporary, and afforda$le
2a$india !as founded !ith the strong $elief that there !as a need for a vehicle for mar"eting
the vast and diverse craft traditions of India and there$y help fulfill the need to provide and
*<
sustain employment 9e $lend indigenous craft techni%ues !ith contemporary designs to
$ring aesthetic and afforda$le products to today:s consumers
8ur endeavor is to provide customers !ith hand crafted products !hich help support and
encourage good craftsmanship 2a$india opened first retail store in 5e! Delhi in 1;71
Today, 2a$india has 170 retail stores across India, < stores in 'auritius, * stores in Du$ai and
1 store each in Italy, 5epal and /ingapore
The product range consists of garments for men, !omen, children and infantsF garment
accessoriesF home furnishings O $ed, $ath, ta$le and "itchen linen, upholstery fa$ric, curtains,
floor coverings and a range of non(te&tile products li"e furniture, lights, lamps and stationery
In addition to handcrafted clothing and home furnishings, 2a$india:s product line includes
organic foods and Personal care products
8ur products are sourced from all over India 2a$india !or"s closely !ith artisans $y
providing various inputs including design, %uality control, access to ra! materials and
production coordination The vision continues to $e to ma&imi,e the hand made element in
our products, !hether it is hand(!oven te&tiles, hand $loc" printing, hand em$roidery or
handcrafting home products
The Group6s foray into the retail sector $egan in Decem$er *001 !hen it ac%uired Trinethra,
the chain of stores $ased in south India 'ay *007 sa! )ditya #irla Retail Iimited >)#RI?
launch their o!n $rand of stores called 6'ore6 )#RI6s vision is Nto consistently provide the
Indian consumer complete and differentiated shopping e&periences and $e amongst India6s
top retailers !hile delivering superior returns to all sta"eholdersN
3urrently, there are over -1* supermar"ets and 11 hypermar"ets )ll the supermar"ets are
*+
$randed 6'ore6 and the hypermar"ets are $randed 6'ore 'egastore6 The company has over
;,000 employees and has a pan(India presence 'ore supermar"ets are neigh$orhood stores
!ith the core proposition of offering value, convenience and trust to the customers and
averaging *,-00 s% ft area The hypermar"ets are self(service super(stores offering value and
range in food and non(food products and services at a single location Eypermar"ets are
located in large catchment areas and encourage mass consumption !ith discount prices and
su$stantial depth of assortment !ith an average store si,e of --,000 s% ft shopping area
In 'ay *00; )ditya #irla Retail introduced a value proposition for its supermar"ets and
encapsulated it into a promise of giving its customers NEamesha 4&traN !hich has resonated
!ith the consumer NEamesha 4&traN is the core essence of 'ore It means customers !ill
al!ays feel that they have got something e&tra !hile shopping at 'ore 9ithin a short span
of less than three years, 'ore has a strong mem$ership $ase of over < million mem$ers as
part of its loyalty program 'ore has also launched a huge range of private la$els in food and
grocery, staples and apparel !hich have already o$tained a significant share of category as
!ell as salience !ith the consumer, )ditya #irla Retail Itd !as presented !ith the N'aster
#rand )!ard *01*N $y the 9orld #rand 3ongress on 1+th 2e$ruary *01* in 'um$ai
The 'aster #rand )!ard is conferred upon those $rands that appeal to a large set of
consumers from premium to mass !hile constantly "eeping in mind a consumer centric
approach )ditya #irla Retail Iimited !as presented the prestigious NRetail #est 4mployer of
the LearN a!ard $y the glo$al 7ury of the )sia Retail 3ongress *01* in 'um$ai
The )sia Retail 3ongress is )sia6s single most important glo$al platform to promote !orld(
class retail practices These a!ards are aimed at honoring the $est, in the )sian retail
scenario The )sia Retail 3ongress is represented $y 100 countries across the !orld
*-
#harti Retail Iimited, a !holly o!ned su$sidiary of 3edar /upport /ervices Iimited !hich
$elongs to the #harti Group of companies, one of India:s leading $usiness groups, o!ns and
operates neigh$orhood stores called easyday and compact hypermar"et stores called easyday
'ar"et These stores provide consumers immense value and !ide choice !ith products of
great %uality at afforda$le prices easyday and easyday 'ar"et stores promise /a$se Cam
Daam Ear Din and offer an e&tensive product mi& at everyday lo! prices >4DIP?, !hich are
su$stantially lo!er on customers: Hmonthly $as"et of products: vis(P(vis similar stores
Inspired $y its mission to H4na$le India Iive #etter:, #harti Retail:s goal is to esta$lish a
pan(India footprint and $ecome India:s most(preferred multi($rand retailer
easyday stores are one(stop shops that cater to every family:s day(to(day needs They $ring
together a !ide range of relevant goods, high %uality products and great in(store e&perience
and service, all under one roof These neigh$orhood format stores offer more than <,000
products at the lo!est prices The !ide assortment of goods include personal care products,
stationery, household articles, hosiery items, as !ell as daily(need groceries including staples,
processed foods, $a"ery and dairy products, meat and poultry and fresh produce
easy day 'ar"et provides customers everything a great mar"et offers, $ringing together a
potent com$ination of the familiar and the innovative, all under one roof These stores range
up to --,000 s% ft and offer thousands of products displayed in a consumer(friendly manner
that $rings $oth entertainment and ease to the shopping trip These include items ranging
from apparel for men, !omen and "ids, home furnishings, home !are, cosmetics, a !ide
range of "ids: toys, small appliances, mo$ile phones and stationery These stores also have
live $a"eryF meat, poultry and fishF farm fresh fruits and vegeta$lesF grocery and general
merchandise
/ourcingA #harti Retail sources high(%uality products from #harti 9almart Pvt Itd, to ensure
a ro$ust supply chain for #harti Retail:s stores #harti 9almart also sources and supplies
products sold in easy day and easyday 'ar"et stores )ll private la$els in #harti Retail stores
are also supplied $y #harti 9almart
Pan(India 2ootprintA The first easyday store !as launched in Iudhiana and easyday 'ar"et in
@alandhar in *008 3urrently, there are over *10 stores in cities across Pun7a$, Earyana, .ttar
*1
Pradesh, .ttara"hand, 'adhya Pradesh, Ra7asthan, Eimachal Pradesh, 3hhattisgarh, 53R
Delhi, @ammu J Cashmir, 'aharashtra and Carnata"a
'ahindra Retail is an e&tension of the ./ 011* $illion 'ahindra Group:s trading foray in
the domestic India mar"et The Group $elieved that this is the favora$le time to e&tend its
distri$ution $usiness into direct retailing, !hen the organi,ed retail mar"et is e&panding in
India
'ahindra Retail is part of 'ahindra Partners, the 07-0 'illion Private 4%uity division of the
'ahindra Group 9ith a vision to accelerate value creation through a diversified portfolio of
emergent $usinesses of the future, 'ahindra Partners adapts the Group6s uni%ue strengths of
constant innovation, prudence and creative $usiness models 9ith a mandate of incu$ating
ne! ventures for the Group, the Division provides gro!th capital to $ring our sta"eholders
*7
diversified products and services )part from Iogistics, 'ahindra Partners manages portfolio
companies in various industry sectors li"e 3leantech, /teel, Retail, Docational 4ducation,
3onsulting, 'edia, /peed #oat 'anufacturing, 3onveyor /ystems J Iu&ury Retail
)part from distri$uting toys, games and !ellness products under licenses from various
international $rands li"e Disney
Q
and 'attel
Q
, 5.C
Q
, 'ahindra entered the retail mar"et
!ith a uni%ue mother child venture called 'om J 'e
)s the name suggests, the store caters to the needs of a 'other and her 3hild The company:s
initial stores !ere launched in )hmeda$ad and Iudhiana in @an *00; In a short span of time,
'ahindra Retail successfully created a strong $rand !ith pan India presence, operating 100R
'om J 'e stores across +-R cities in India $y *01*
/hoppers /top $elieves in a !orld of limitless possi$ilities It al!ays set $enchmar"s, cross
limits, achieves the impossi$le and cele$rate our successes Innovation $eing their "ey driver,
they have adopted a ne! philosophy of N/tart /omething 5e!N to give retail a ne!
dimension
9ith an unparalleled assortment of the leading international and national $rands in clothing
for men, !omen, and "idsF accessories, fragrances, cosmetics, foot!earF home furnishing and
decor products, the stores aim to provide shoppers a truly international shopping destination
/hoppersstopcom offers a truly remar"a$le shopping e&perience on the Internet 9ith an
unparalleled assortment of the leading international and national $rands in men:s clothing,
*8
!omen:s apparel, and "ids clothes, gifts and fashion accessories li"e ladies !atches, men6s
!atches, artificial 7e!elry, fine 7e!elry, hand$ags, fragrances, cosmetics, men6s foot!ear,
!omen6s foot!ear, home furnishing and decor products, they are an online shopping
destination of choice
/hopperstop customer centricity and relentless pursuit to set ne! $enchmar"s in retail has
made it the leading chain of department stores in India It ta"e immense pride in !elcoming
you to our online department store, that offers the customer convenience to shop for some of
the $est lifestyle $rands online anytime, any!here
*;
CHAPTRE 0
ORGANI>ATIONAL STRUCTURE
<0
0.1 ORGANI>ATIONAL STRUCTURE
Or+a$i?atio$al tr-ct-re Flo< c4art
<1
CHAPTER /
FUNCTIONAL DEPART%ENTS
<*
/.1 FUNCTIONAL DEPART%ENTS
H-*a$ Reo-rce De!art*e$t
The ER department of #ig #a,aar is very dynamic 4mployees are the $iggest strength and
asset of any organi,ation and the ER dept reali,es this very !ell This is very evident from
the !ay the ER department handles all its employees They ta"e utmost care to select, train,
motivate and retain all the employees They have continuous developmental programs for all
the employees 3urrently #ig #a,aar 'allesh!aram is employing **0 full time and 10 part
time employees There are t!o shifts for the employees The first shift employees arrive at
10)' in the morning and leave at 7<0 in the evening, !hile the second shift employees
report at 1*<0 in the afternoon and leave at the time of /tore closing >10pm?
The follo!ing are the main sources through !hich #ig #a,aar recruits its employees
3onsultancy /ervicesA 2or top level management, employees are recruited through private
consultants They are usually appointed as Departmental 'anagers
9al"(insA This is the main source through !hich #ig #a,aar recruits its employees
People see"ing 7o$ usually themselves approach the ER department for 7o$ vacancy
4mployees usually selected from this source are appointed at the entry level as team
mem$ers
4mployee ReferralsA This is the other main source through !hich employees are selected
3andidates !ho have given their previous employer as referrals are first intervie!ed and
from their previous employer, opinion is ta"en a$out their $ehavior and performance in
the 7o$ If they receive a positive opinion from their previous employer they are selected
<<
3ampus RecruitmentA Loung people $ring ne! ideas and fresh enthusiasm Therefore #ig
#a,aar visits some of the reputed educational institutions to hire some of the most
talented and promising students as its employees The ne! employees selected !ill $e
given a 1< day induction and training program They !ill $e given information a$out the
company:s $usiness, different departments etc They !ill $e informed of their roles,
duties and responsi$ilities They !ill also $e informed a$out the ER policies and rules of
the company The ne! employees !ill $e on pro$ation for a period of 1 months )fter this
period the ER period along !ith the department manager !ill revie! the performance of
the employee If the employee:s performance is good and encouraging, the employee:s
services !ill $e confirmed 3ompensation J Re!ardsA The employees are re!arded
suita$ly !ith attractive pay pac"ages The salary of an employee includes $asic pay
ER), special allo!ance, P2,4/I, 'ed claim etc
Performance )ppraisalA The ER department conducts performance appraisal of all the
employees annually in the month of )pril #ased on their performance increments !ill $e
given in their pay In addition to this if an employee achieves or e&ceeds the target given
to along !ith their team mem$ers !ill $e provided !ith attractive cash and other
incentives Training J DevelopmentA 2uture group has its o!n training division for all its
employees, "no!n as H2uture Iearning J Development Iimited: >2IDI? )ll the
employees are given training for *0 days in a year spread over different periods
HGuru"ul: !hich is a part of 2IDI gives training to all the employees on various s"ills
li"e team !or", dedication discipline improving customer service etc to ma"e them more
"no!ledgea$le and productive
2inance Department
<+
2inance is the life $lood of any $usiness The /outh Kone Eead office located at @ayanagar,
performs most of the financial functions and therefore the 2inance department of #ig #a,aar,
'allesh!aram performs a fe! $asic functions, such as preparing the /tore:s HIncome and
4&penditure /tatement: giving full particulars of all items It also prepares the $udget for
e&penditure at various levels on different items This department is also responsi$le for
deciding and giving the !ee"ly, monthly and yearly sales targets and the margins for all the
departments separately
'ar"eting Department
'ar"eting concept is a customer orientation $ac"ed $y integrated mar"eting aimed at
generating customer satisfaction
as the "ey to satisfying organi,ational goals 2or a firm in order to implement the mar"eting
concept it has to focus its attention on the consumer, ascertain hisBher needs, discuss and
!ants $efore 4very #rand appeals to individual customers in different !ays Good customer
service is the life $lood of any $usiness Good customer service is all a$out attending to
e&isting and potential customers This maintaining good relationship !ith the customers is
the "ey to $usiness success and hence the concept relationship mar"eting It6s said that
people need to hear an offer at least seven times $efore they $uy That concept certainly
!or"s against the single step mar"eting method The 'ar"eting department is responsi$le for
mar"eting of #ig #a,aar:s products through different media li"e TD, radio, ne!spapers,
$anners, placards etc The mar"eting department has to decide and identify the most effective
medium to attract the customers to #ig #a,aar there$y increasing the sales
Iogistics Department
Iogistics department is a very important department of #ig #a,aar It is responsi$le for
<-
procuring the stoc" of all the products of the different departments The logistics department
receives the goods from the !arehouse The 9arehouse of #ig #a,aar for the entire /outh
,one is located at Eosa"ote, Carnata"a The logistics department receives the stoc" of
different goods and verifies the %uantity and %uality of the goods !ith the particulars given in
the HGoods Received /tatement: !hich it receives along !ith the stoc" Then it chec"s for
any damage in the stoc" received If there is no damage in the stoc", after recording it in the
H/toc" In!ard Register: dispatches the goods to the respective department ta"ing the
signature of the Departmental 'anager 8n the other hand if there is a damage in the goods
or if the goods do not match the details given in the Goods Received /tatement, it enters in
the /toc" 8ut!ard Register and sends it $ac" to the !arehouse along !ith a Goods Returned
!ith a note giving full information regarding the reason for returning $ac" the goods and the
defect or damage in the goods The logistics department receives t!o loads of stoc" every
day It is the respective departmental 'anagers !ho place an order to the Konal head office
through e(mail for stoc" of goods !hen they feel that the stoc" has to $e replenished The
logistics department !or"s in complete coordination !ith all the other departments to ensure
that the stoc"s are received and maintained properly continuously for the smooth functioning
of #ig #a,aar and avoid any inconvenience to the customers
/ales Department
This department is responsi$le for the collection of sales amount ie, cash sales There are in
all 1- cash counters in the /tore There is a Eead 3ashier to !hom all the cahiers report and
su$mit the total sales amount collected throughout the day $y the cashiers In addition to cash
all leading credit and de$it cards are accepted at no e&tra charge )lso #ig #a,aar vouchers
and /ode&ho coupons are also accepted ) cashier at the time of opening his $illing counter
!ill $e given an opening $alance of Rs1000 The cashier has to ensure that all the offers
applica$le on respective products are given to the customer in hisB her $ill )lso if any free
items are given on some purchases, it should $e informed to the customer clearly )fter the
<1
$illing is done, the cashier has to pac" the products neatly in a plastic cover according to the
customer:s needs )t the time of closing the $illing counter, the cashier has to give a
statement of cash, !ith all particulars of different denominations of cash, amount collected
through credit cards, amount collected in de$it cards, amount collected in /ode&ho coupons
J #ig #a,aar vouchers and also amount collected through 3redit 5otes 9ednesday #a,aar
is a very important and popular event in #ig #a,aar 4very 9ednesday fa$ulous offers and
great discounts are given on most of the products 3ustomers arrive in large num$ers as they
reali,e that it is on 9ednesday that products are offered at the lo!est prices
3ustomer /ervice Des" >3/D?
)s the name suggests this is the separate dept !hich mainly focuses on customer service li"e
if a customer finds difficulty in finding any product, if there are any customer complaints,
they are also loo"ed into, any customer assistance etc is provided There is also an 4&change
3ounter !here if a customer is dissatisfied or !ants to e&change the product heB she has
purchased for any reason , the customers can e&change them !ithin 7 days of their purchase
9hen a customer $rings a product for e&change, the product is first received and chec"ed if it
is used or deli$erately damaged or tampered !ith If it is in an accepta$le condition, then the
customer is issued a 3redit 5ote for that amount >product:s price? The customer can then
purchase any product for that amount or 7ust ta"e $ac" the money $y encashing the credit
note at a cash counter If the customer $uys a product less than the amount in the credit note,
the difference amount !ill $e returned to the customer and on the other hand if a customer
$uys a product more than the amount in the credit note, the customer !ill $e as"ed to pay the
difference amount This department is also responsi$le for announcing all the offers running
in the store on different products throughout the day This dept also does gift !rapping for
any product if the customer !ants it at free of cost
<7
The dept also collects customers: opinion B feed$ac" for continuous improvement in their
service The ultimate aim of this department is to help and satisfy the customer in every
possi$le manner and ma"es the customers: e&perience memora$le
)dministration
The /tore administration comes under the /tore 'anager Its functions are store
maintenance, house"eeping, security etc The store maintenance is concerned !ith the proper
running of the store in co(ordination !ith all the departments It also has to ensure proper
$ac" Oup po!er supply in times of po!er cuts The Eouse"eeping is concerned !ith "eeping
all the departments of the /tore clean and neat all the time 3overs and other !astes should $e
properly cleaned and the floor is s!ept regularly to "eep it clean The /ecurity section is
concerned !ith the security of the entire store /ecurity department "eeps a vigilant chec" on
all the people entering and departing at the various entry and e&it points in the store They
also maintain all the registers li"e employees: attendance register, stoc" register, visitors:
register etc They chec" all customers: $ill $efore letting them out of the store They ensure
orderliness in the store and prevent shrin"age or pilferage of goods to minimi,e the loss
arising out of it The house"eeping and security are outside agencies employed $y the store
on a contract $asis to ta"e care of the respective functions
The )dministration department also has a separate section "no!n as HInformation
Technology: This department is responsi$le for the maintenance of all the systems of the
/tore, all $illing machines their functioning net!or"ing !ith the master machine etc If there
is any pro$lem !ith the machine in any department in the store, then this department comes
into function This dept integrates all the systems in the store and properly maintains all of
them
<8
CHAPTER 6
SWOT ANAL=SIS
<;
6.1 SWOT ANAL=SIS
1. /trengths
4veryday lo! pricing
Point of purchase
4&perience mar"eting team e&ecutive staff
4mphasis on providing total customer satisfaction
Dariety of stuff under single roof
'aintain good employee(employer relationship
0. Wea&$e
2ailing revenueBs%ft
.na$le to meet store targets
.navaila$ility of popular $rands
/. O!!ort-$itie
Population of country is gro!ing !here the scope of mar"et is "ept on increasing for
retail sector
4volving consumer preference
+0
8rgani,ed retail presently nearly -= in India /o it acts as a great opportunities to the
organi,ation for its gro!th
6. T4reat
3ompetition from organi,ed retail players !hich are in mar"et and are emerging
3ompetition from local retailers
+1
CHAPTER "

ETHICAL POLICIES IN THE
ORGANI>ATION
+*
".1 ETHICAL POLICIES IN THE
ORGANI>ATION
4thics in retailing pose certain critical issues Retailers may use certain ethical standards that
guide decision ma"ing !hen confronting %uestiona$le situations that may not $e covered $y
la! Retail sales have $een selected as an important frame of reference as the retail
salespeople are li"ely to encounter situations that could $e ethically trou$lesome #ig #a,aar
is an organi,ation !here customers are considered as God and they themself consider as
Temple This proves ho! !ell they treat and value their customers They try to provide
superior services to the end users in terms of products and after sale They even focus on
procurement of products $ased on community around
#ig #a,aar never compromise on the %uality of products $een offered to the customers
4specially the 2JD department ensures that they $ring in fresh stoc"s every day #ig #a,aar
also does not serve customers !ith products close to e&piry unli"e other retailers
#ig #a,aar strongly $elieves in tradition and culture of India, thus adopting much of the
elements from the same )part from the HTemple and God: this has $een sho!n in the
designations even, the unit manager is "no!n to $e the HCartha:
The organi,ation has their set of policies to inculcate a common culture among the staffs The
staffs are managed !ell !ith reasona$le pac"ages and allo!ances They have their time for
en7oyment and pleasure trips They even conduct programs among themselves !hich has the
involvement of every individual irrespective of their designations The management also
provides an opportunity to the staffs every day, to meet the Cartha on any of grievances they
face This is to ensure the internal issues in the organi,ation among employees
The organi,ation ensures 4%uality and @ustice for the employees and ma"es them feel that
they are much concerned and respected The organi,ation strictly focuses on the grooming of
every staffs so as to create a good reputation This is $eing monitored on a regularly $asis
+<
The head officials do give opportunity to employees to ma"e decisions )part from these the
management ma"es sure that employees are not over loaded !ith the !or"
There is a set of policies and ethics follo!ed in transfer of information from one department
to another as !ell as to the e&ternal players li"e suppliers that ma"e sure of accuracy helping
to ta"e right actions if necessary The organi,ation focus on individual honesty and ethics in
their conduct, including ethical handling of actual or apparent conflicts of interest $et!een
personal and professional relationships
)s a part corporate social responsi$ility the management also protects the company assets
that in turn protect the interests of the sta"eholders This increase company image and value
in them
The pricing standard also plays a very crucial role in any retailing #ig #a,aar set their
pricing considering various economic aspects apart from the cost of ac%uiring the products
They have a specified standard that ensures customer satisfaction more than the profit
9ith all its policies and practices, #ig #a,aar strictly follo!s the rules and regulations
prescri$ed $y the government and helps in the economic gro!th as a !hole
Thus #ig #a,aar has got a set of policies and principles that supports ethics, values,
responsi$ility to!ards its sta"eholders to run the organi,ation smoothly and effectively
++

CHAPTER .
SPECIAL TAS5
+-
I$trod-ctio$
In the $roadest sense, *erc4a$dii$+ is any practice !hich contri$utes to the sale of
products to a retail consumer )t a retail in(store level, merchandising refers to the variety of
products availa$le for sale and the display of those products in such a !ay that it stimulates
interest and entices customers to ma"e a purchase
In the current consumer(oriented culture, people do not shop merely to o$tain items they
need, $ut also to satisfy their !ants 2re%uently, shopping does not even involve ma"ing a
purchase 2or consumers, !indo!(shopping has $ecome a popular pastime Disual
merchandisers create Nminiature !orldsN for merchandise in an effort to attract the attention
of consumers, dra! them into the store and "eep them coming $ac" in the future Despite the
advanced techni%ues seen in visual displays, visual merchandising is not a ne! concept or art
)s early as the 18th century, merchandise !as staged in interesting and uni%ue arrangements
to attract consumers
Prior to the late 18th century, !hen the contemporary methods of merchandising $egan to
evolve, store o!ners and managers cared little for the appearance of their stores and the
presentation of merchandise Dery little merchandise !as displayed !ithin the store Rather, a
customer !ould enter the store and spea" !ith the retailer, !ho !ould then present
merchandise that !as "ept in a $ac" room N/ales tal"N and an a$ility to persuade !ere very
important in convincing a customer of the %uality of a product and ma"ing a sale The
evolution in store design $rought a$out a ne! NprocessN of shopping It !as no longer a
ver$al engagement $et!een retailers and customers, $ut no! a Nsensory e&perienceN The
first step in the evolution of store design occurred !hen small stores $egan to display their
merchandise openly to the pu$lic, instead of "eeping it stored in $ac" rooms 4ventually, the
deli$erate displaying of goods $ecame an important tool for retailers 9hat !ere once
unattractive stores that !ere not meant to visually appeal to consumers slo!ly $ecame
e&citing shopping venues
+1
Pri$ci!le
The purpose of merchandising is toA
'a"e it easier for the customer to locate the desired category and merchandise
'a"e it easier for the customer to self(select
'a"e it possi$le for the shopper to co(ordinate and accessories
Recommend, highlight and demonstrate particular products at strategic locations
4ducate the customer a$out the product in an effective J creative !ay
'a"e proper arrangements in such a !ay to increase the sale of unsought goods
Tec4$i@-e
Disual merchandising $uilds upon or augments the retail design of a store It is one of the
final stages in setting out a store in a !ay customers find attractive and appealing
'any elements can $e used $y visual merchandisers in creating displays including color,
lighting, space, product information, sensory inputs >such as smell, touch, and sound?, as !ell
as technologies such as digital displays and interactive installations
Tool
) planogram allo!s visual merchandisers to plan the arrangement of merchandise $y style,
type, si,e, price or some other category It also ena$les a chain of stores to have the same
merchandise displayed in a coherent and similar manner across the chain
To!icAState*e$t o2 Proble*A
/tudy on 'erchandising in Retail giant #ig #a,aar
ObBecti7eA
To familiari,e !ith the large retailing $usiness organi,ations
+7
To "no! 'erchandising in retailing and its various dimensions
To get customer vie!s on the efforts $eing put on retailing aspects
To understand the ideas and tactics to ma"e the display appealing and push the stoc"s
%ETHODOLOGIESC
The modus operandi included constant interaction !ith the manager and staffs The study
includes the survey !ith the aid of %uestionnaire, ta"ing the customers as the respondents
The secondary data !ere collected from the company:s !e$site, official $oo"lets, maga,ines
etc
SOURCE OF DATAC
#oth the primary and secondary data are used to complete the pro7ect
PRI')RL D)T)
Primary data are those data collected $y the investigator directly from the respondents
Primary data for this study !as collected directly from managers and staffs $y means of
%uestionnaire and discussions and direct o$servations /econdly the sampling techni%ue
>/imple Random /ampling? !as also applied
+8
DATA REPRESENTATION AND ANAL=SIS
1? Do you find it difficult to reach your choice of productsS
+;
)l!ays * <=
'ost of the time 1 ;=
Rarely +< 11=
5ever 1; *7=
Total 70 100=
The a$ove charts sho!s that ma7ority of respondents rarely find it difficult to reach their
choice of products )$out *7= of respondents never find it difficult at all Eo!ever ;= of
respondents has difficulty in finding their products that is supported al!ays $y <=
-0
*? 9hat ma"e you attracted to a section of productsS
T
-1
5eatness 1 1=
)rrangementBDisplay 1* 17=
5eed <* +1=
Dariants *+ <+=
)ll the options 1 1=
Total 70 100=
The charts sho!s that the $asic reason to move to!ards a section is the need, agreed $y +1=
<+= of respondents gets pulled to!ards the products !ith the varients availa$e The display
of products attracts 17= of respondents 1= of respondents gets attracted to a section $y its
neatness
<? )re you satisfied !ith the salesperson in terms of conveying product detailsS
-*
)l!ays 1- *1=
'ost of the time ** <1=
Rarely 11 *<=
5ever 17 *+=
Total 70 100=
The a$ove depiction indicates that <1= of respondents are satisfied !ith the salesperson
description on produts mostly This is strongly supported $y *1= of respondents Eo!ever
*<= of respondents rarely feel satisfied !ith the salesperson *+= respondents never feel
satisfied !ith the same
+? Do you find your preferred $rand on the floorsS
-<
)l!ays 18 *1=
'ost of the time *1 <7=
Rarely 11 *<=
5ever 10 1+=
Total 70 100=
The chart sho!s that ma7ority of respondent, <7= find their preferred $rand on the floors
most of the time This is supported $y of *1= strongly #ut *<= fails to find the preferred
$rands on the floors 1+= respondents never find their preferred $rand
-+
-? Eo! much !ould you rate on appearance and arrangement of products on the floorS
--
1 !orst 0 0=
* poor 1 ;=
< average *1 <0=
+ good <* +1=
- e&cellent 11 11=
Total 70 100=
The a$ove data indicates that +1= respondent rates the appearance and arrangement of
products on the floor good 11= respondents feels that the same to $e e&cellent <0= of
respondent rated the arrangement as average ;= respondents felt that the arrangement is
poor
1? Do you find enough volumeBno of products to $uy as per your needS
-1
)l!ays +; 70=
'ost of the time 1; *7=
Rarely * <=
5ever 0 0=
Total 70 100=
The Data sho!s that ma7ority of respondents, 70= find the enough %uantity of their preferred
product on the floor *7= respondents find their re%uired volume most of the time Eo!ever
<= of respondents rarely find the re%uired volumeBno of products on floor as per their need
7? Eo! !ould you find the floor for shoppingS
-7
/pacious 17 *+=
3ongested 17 *+=
'ess 7 10=
)ccepta$le *; +1=
Total 70 100=
The depiction sho!s that +1= of the respondent finds the floor space accepta$le for
shopping *+= of respondents share their opinion on floors as congested and spacious
Eo!ever 10= of respondents feels the floor to $e a mess
8? Do you accept that #ig #a,aar can 7oin the clu$ H/hop under one roof:S
-8
-;
/trongly )gree <8 -+=
)gree *1 <7=
Disagree 1 ;=
/trongly Disagree 0 0=
Total 70 100=
The depiction sho!s that ma7ority of respondents strongly agrees the #ig #a,aar to $e
a shop under one roof This is agreed $y <7= respondent #ut ;= respondents
disagree !ith the statement
;? Eo! often do you visit #ig #a,aarS
10
9ednesday *- <1=
9ee"ends *1 <7=
8nce a month 8 11=
t!ice a month 8 11=
Rarely < +=
T8T)I 70 100=
The charts indicates that ma7ority of respondents, <7= visits the $ig $a,aar on
!ee"ends This is close to the respondent !ho visits on 9ednesdays, <1= 11= of
respondents visit once a month and t!ice a month += of respondents rarely visit #ig
#a,aar
11
10? Do you find the la$eling >Product description slip? on each product you loo" forS
1*
)l!ays <1 ++=
'ost of the time *< <<=
Rarely ; 1<=
5ever 7 10=
Total 70 100=
The data sho!s that ++= of the respondents al!ays find the product la$eling on each
product <<= of the respondents most of the time support the same Eo!ever 1<= of
respondents rarely find the la$els and 10= never find it at all
1<
CHAPTER 8
FINDINGS,

SUGGESTIONS AND

CONCLUSION
1+
71
FINDINGS
8.1.1 ORGANI>ATION STUD= D FINDINGS
Euman Resource
#ig #a,aar arranges e&tracurricular activities for employees during festivals
There are four shifts that minimi,e the employee !or" load
Genuine pay availed in the firm ensures the employee satisfaction
The firm gives opportunity for employees to address their grievances to the top level
managers openly
'ar"eting
#ig #a,aar focus greatly on 'ar"eting efforts through discounts and the offers for the
products
4vent 'aha$achat is a techni%ues to increase sales through $ul" discounts
9ednesday promotion is a successful promotion techni%ue to increase the sales in
!ee"day
8perations
3ash counter %ueue is creating a mess at the frontage of the store
1-
Proper system is follo!ed at the regional level to ensure inventory management
Iac" of availa$ility of $rands has disappointed much of the customers
'erchandising effectiveness has a very successful role in attracting the customers
'ishandling of goods in the inventory $y the employees lead to the shrin"age
3ulture and values
There is a common culture follo!ed !ithin the organi,ation
The organi,ation system support the community around
It involve in the cele$ration festivals !ith discounts
8.1.0 SPECIAL TAS5 # FINDINGS
The products are placed in proper manner so that the customers hardly find it difficult
The $asic reason to attract customer a particular section on the floor is their need
itself The variants availa$le for products also pull much of the customers to!ards the
section
The sales persons are found to $e less productive especially !hen it comes to the
product "no!ledge
11
Though #ig #a,aar has much $rand products for sale, still there are many customers
!ho fail to find their preferred $rands of products
The ma7ority of customers are very much satisfied !ith the arrangements and
appearance of the floors This sho!s the significance of merchandi,ing on the floors
) ma&imum customer that includes the small shop"eepers satisfies !ith the product
%uantity availa$le for sale This highlights the logistics and stoc" management on the
floors
The use of floor space has to $e focused so as to impress many customers and provide
them a comforta$le shopping e&perience
#ig #a,aar is successful to create an image of Hshop under one roof: that pulls many
of the customers inside for $ul" purchases
The fre%uency of customer visit is found to $e more in !ee"ends and the
9ednesdays This sho!s the significance of 9ednesdays and the success of the
9ednesday promotion program H/a$se sastha dinU
The la$eling of products on the shelves are $eing misplaced that generates !rong
information to the customers a$out the products
17
8.0 SUGGESTIONS
8.0.1 ORGANI>ATION STUD= # RECO%%ENDATION
#ig $a,aar should include more of $randed products its product category so as to
attract the $rand choosy people to come in to $ig $a,aar
The service of the sales person is needed to $e improved Personal care should $e
ta"en $y the sales person for the customers so that the customers feel good
3ustomer care department is needed to ta"e proper care of customer complaints and
%ueries The person sitting at the help des" of $ig $a,aar should $e a$le to provide all
necessary information to the customers !henever it is re%uired
The interior arrangement is needed to $e changed a $it during !ee"ends as heavy
cro!d comes in to $ig $a,aar during those days
8.0.0 SPECIAL TAS5 # SUGGESTIONS
/ales person has to $e more efficient and effective They re%uire training for
communication, and should $e "no!ledgea$le a$out the handling products They
should also ma"e sure that they are availa$le for customers in need
#rands availa$le for sale especially on apparels and electronics are less that doesn:t
meet the customer preference )nd thus more $rands are to $e introduced to serve the
customer preference
18
2re%uent rearrangement practice on the floor is found to ma"e an inconvenience in
the regular visitors of #ig #a,aar in choosing their products, creating confusions and
discomfort This has to $e considered at the time of arrangements and utili,ation of
space
Ia$eling has to $e focused to covey the product information that ma"es a customer to
choose easily and reduce the salesperson:s role too This has to $e ta"en care
especially in placing it on the right position near to the respective products as per the
,onal direction
1;
8./ CONCLUSION
8./.1 ORGANI>ATION STUD= # CONCLUSION
#ig $a,aar is a ma7or shopping comple& for today:s customers It is a place !here customers find variety
of products at a reasona$le price #ig $a,aar has a good reputation of itself in the mar"et It has positioned
itself in the mar"et as a discounted store It holds a huge customer $ase The ma7ority of customers $elong
to middle class family The youth generation also li"es shopping and moving around $ig $a,aar Dolume
sales al!ays ta"e place in $ig $a,aar Impulse $uying $ehavior of customers comes in to play most of the
times in $ig $a,aar
Different types of products starting from a $a$y food to pi,,as all are availa$le under one roof People not
only visit $ig $a,aar to do shopping $ut also visit for outing purpose as it provides a very nice am$ience to
its customers )s people go to malls they 7ust tend to move around $ig $a,aar !hether it is for shopping
purpose or for outing purpose The ma7or significance of $ig $a,aar is that it providing enough par"ing
spaces for its customers 4ven though some customers say that they feel pro$lem in par"ing their vehicle
8./.0 SPECIAL TAS5 # CONCLUSION
The study on 'erchandising in retailing !as conducted in the #ig #a,aar, 'alles!aram,
#angalore ta"ing a sample of 70 customer:s feed$ac" The study could analy,e the customer
response to the internal setting up of products on the floors in #ig #a,aar The research could
find the techni%ues, policies and measures adopted $y the company to ensure an appealing
arrangement and display on the floor to attract the customers, thus pushing the stoc"s The
study has also analy,ed the response and satisfaction that the customers have throughout their
shopping The research helped to "no! the preparation and implementation of planogram
70
over the floors, especially at the time of festival days, that let the sales go up
The 'erchandising process apart from arrangement of products ensures efficient use of floor
space It segregates and arranges each set of products such that they don:t !aste space and are
not over loaded The open space in the floor creates a comforta$le and pleasant shopping
e&perience for the customers
Thus the research study over the topic helped to e&plore the "no!ledge on the retailing
$usiness that "eenly focuses to pull customer:s eyes to!ards their products
71
'I'LIOGRAPH= E ANNEFURE
7*
'I'LIOGRAPH=
www.futurebazaar.com
www.futuregroup.in
Retailing Management, Barton Weitz
www.wikipedia.com
7<
ANNEFURE
GUETSIONNAIRE
For a$ E7al-atio$ o2 'i+ 'a?aar Retail Store
These are fe! %uestions that !ould not ta"e more than - minutes of your time I hope the
response !ould $e honest and un$iased
PlaceA
)geA
1) Do you find it difficult to reach your choice of product!
a? )l!ays
$? most of the time
c? rarely
d? 5ever
") What make you attracted to a ection of product!
a? 5eatness
$? )rrangementBdisplay
c? variants
d? 5eed
7+
e? )ll the options
#) $re you atified with the aleperon in term of con%eying product detail!
a? )l!ays
$? most of the time
c? rarely
d? 5ever
&) Do you find your preferred brand on the floor!
a? )l!ays
$? most of the time
c? rarely
d? 5ever
') (ow much would you rate on appearance and arrangement of product on the floor!
a? 1
$? *
c? <
d? +
e? -
)) Do you find enough %olume*no. of product to buy a per your need!
a? )l!ays
$? most of the time
c? Rarely
d? 5ever
+) (ow would you find the floor!
a? /pacious
$? 3ongested
7-
c? 'ess
d? ad7usta$le
,) Do you accept that BB can -oin the club ./hop at one roof0!
a? /trongly )gree
$? )gree
c? Disagree
d? /trongly Disagree
1) (ow often you %iit Big Bazaar!
a? 9ednesday
$? 9ee"ends
c? 8nce in a month
d? t!ice a month
10? Do you find the la$eling >Product description slip? on each product you loo" forS
a? )l!ays
$? most of the time
c? Rarely
d? 5ever
71