TABLE OF CONTENTS

LIST OF TABLES
LIST OF FIGURES & GRAPHES

EXECUTIVE SUMMARY 1
CHAPTER 1 INTRODUCTION
1.1 Introduction to the Industry
1.2 Introduction to the Company
1.3 About The Store

CHAPTER 2 STUDY/PROJECT DETAILS

2.1 Objectives of the Project/Study
2.2 Literature Review
2.3 Study Methodology
2.4 Study Limitations
CHAPTER 3 ANALYSIS & FINDINGS
CHAPTER 4 CONCLUSIONS & RECOMMENDATION
4.1 Conclusions
4.2 Recommendations

ANNEXURES
A-1 Questionnaire(s)/Data Recording Format(s)
B-1 Webliography
C-1 Bibliography
 List of tables
Sr.no content Page no.

Table showing pantaloons in-house

1 brands & NPT

Table showing reliance trends in-

2 house brand & other brands

Table showing research methodology

3

Table showing loyalty points

4

Table showing price range

5

6 Table showing day wise sales

 List of figures

Sr.no content Page no.

1 Graph showing total retail market

2 Organizational structure

3 Graph showing PT sales contribution

4 Graph showing reliance trends sales contribution

5 Graph of sales target for non-apparel section

 Executive Summary
“The Indian retail industry has emerged as one of the most dynamic and fasted growing industry
due to the entry of several new players. It accounts for over 10 per cent of the country’s Gross
Domestic Product (GDP) and around 8 per cent of the employment. India is the world’s fifth
largest global destination in the retail space.”

India’s retail market is expected to grow at a Compound Annual Growth Rate (CAGR) of 10 per
cent to US$ 1.6 trillion by 2026 from US$ 700 billion in 2017. While the overall retail market is
expected to grow at 12 per cent per annum, modern trade would expand twice as fast at 20 per
cent per annum and traditional trade at 10 percent.

India’s Business to Business (B2B) e-commerce market is expected to reach US$ 700 billion by
2020.Online retail is expected to be at par with the physical stores in the next five years.

“The project involved the various roles of retail operation management such as customer service
desk manager, department manager, store admin manager (SOP) etc., single handily this project
was undertaken to learn more and more about the retail operations required in the store. The
customer service desk manager has to keep a record of the various services and facilities
provided to the customers and maintain high standard for the same in the store. While the
department manager is supposed to keep a track of the sales in his department and maintain
platinum standard, maintaining the hygiene of the department and satisfying the customer
demands. SOP trains the staff to maintain the standard operating procedures and see to it that it is
maintained and practiced by the staff.”

This project was for two months at the Pantaloons Thane store. Wherein learning was at the all
across the store be it on floor or back end, did exchange and billing, maintained the department
and the standard operating procedures as per the company guidelines.
 CHAPTER 1
INTRODUCTION

1.1 Introduction to the Retail Industry

“The Indian retail industry has emerged as one of the most dynamic and fast-paced industries
due to the entry of several new players. Total consumption expenditure is expected to reach
nearly US$ 3,600 billion by 2020 from US$ 1,824 billion in 2017. It accounts for over 10 per
cent of the country’s Gross Domestic Product (GDP) and around 8 per cent of the employment.
India is the world’s fifth-largest global destination in the retail space.”

APPAREL INDUSTRY

“Apparel industry is one of the most important sectors of the economy about investment, revenue
and trade and employment generation all over the world. The significance of the apparel industry
is entirely based on the contribution of the industrial productivity and employment. Apparel
sector contributes to the country's GDP after agriculture and thus plays a major role in its
augmentation.

“The apparel industry covers all those companies that are largely engaged in producing various
types of garments. The clothing that is manufactured includes kid's clothing, men's clothing,
women's clothing & accessories. The apparel industry in India has been substantially diversified
based on upcoming trends, fashion, climate, region, culture and fiscal factors.”

“Indian textile is witnessing great growth and development in the industrial sector in India as
well as abroad. Over the past years there have been sweeping changes in the general retailing
business, mainly in apparel retailing which was once strictly a made-to-order market for clothing
which has now changed to a ready-to-wear market.”

Total Apparel Market (INR cr.)

600000 554720
500000

400000 350520
300000
225420
200000

100000

0
2013 2018 2023
1.1.1 Role of apparel sector in Indian Economy

“Big players like Tata, Raheja, Biyani, etc. have intensified the competition with their
professional retail chains like Reliance Trends, Westside, Shopper’s Stop and Pantaloons with
their private labels. Recently, India is increasingly being looked upon as a major supplier of high
quality fashion apparels. Besides this, Indian apparels have been appreciated in major markets
internationally.”

“The apparel market includes menswear, women wear, kids wear & fashion accessories. Among
these the men’s apparel markets is 46 percent of the total apparel market in India. This is due to
increasing preference for readymade garments and this has become inevitable with the rise in
urbanization. On the other hand, women’s apparel market covers 17 percent of the total apparel.”

market in India and is increasing constantly owing to the changes in the dressing habits among
the working women.

“Also, the cross-nation movement and employment in MNCs has resulted in increased
preference for the branded Western and Indo-western apparels among the working as well as
younger women. Kids’ apparel market is 37 percent of the total apparel market but the brand
penetration in this segment is lowest at 10 percent exhibiting a lot of potential for the branded
players to exploit this segment.”

“The apparel market was thrown open to competition in the year 2005, due to expiry of Multi
Fiber Agreement under GATT. After China, India has been perceived as the next country with
the biggest 'Growth Potential' due to its cheap manpower and natural resources in this era of
globalized market. Industrialized countries like Korea, Taiwan, etc. moved into other industries -
and partly because the Indian Government supports to grow the apparel export business, since it
is a major earner of foreign exchange. India has also emerged as one of the most attractive
market destinations for apparel retailers over the years. In India, apparel is the second largest
retail category having yearly growth rate of 12-15% and is expected to lead the organized retail
sector in India in upcoming years.”
1.2 Introduction to Company

PANTALOONS

“Pantaloons, a division of ABFRL (formerly Future Group), has always been one of the most
adored large format fashion retailers in India. A pantaloon was acquired by Aditya Birla from
Future Group in 2013. Aditya Birla Fashion & Retail Ltd.(ABFRL) also own Madura Garments
– an exclusive brand for formal men’s wear like Peter England, Louis Philippe etc. ABFRL has
also gained exclusive selling rights of brands like Forever 21 and Ralph Lauren. Another venture
of the ABFRL group is The Collective which is a MBO (Multi Brand Outlet) comprising of
luxury premium brands.”

“Pantaloons’ USP has shifted vastly from value fashion to fast fashion and encourages assisted
shopping. At present, Pantaloons is the fastest growing large format retailer in the country. The
rate of new store openings has increased from one every two months to one every two
weeks. The brand is now present in 80+ Indian cities / towns. The company offers a wide range
of brand offerings across apparel and non-apparel categories and across varied price points. It
operates across categories of casual wear, ethnic wear, formal wear, party wear and active wear
for men, women and kids.”

“ABFRL hosts India's largest fashion network which includes 6,000+ ABFRL brand outlets, a
footprint of 7.5 million sq. ft. of retail space across 750+ cities and towns, it has approximately
30 million Loyalty Members as of 31st March 2019.”

“Women’s wear is the lead category contributing to half of total apparel sales. Non-apparel
products include footwear, handbags, cosmetics, perfumes, fashion jewelry and watches.
Pantaloons today retail over 200 licensed and international brands, including 24 exclusive in-
house brands.”

“The Pantaloons exclusive brand bouquet includes Rangmanch, Ajile, Honey, Akkriti, Chalk,
Annabelle; besides, it also features brands licensed on a long- term basis: Bare, Rig, SF Jeans,
Byford, JM Sports and Lombard.”

“Pantaloons also host Madura F&L's brands such as Louis Philippe, Van Heusen, Allen Solly,
Peter England and People in menswear; Van Heusen and Allen Solly in womenswear, and Allen
Solly Junior. It also retails partner brands such as John Miller, Celio, Spykar, Levis and Lee
Cooper in menswear; Jealous 21, 109*F, AND, Chemistry and KRAUS in women's western
wear; BIBA, Global Desi, and W in women's ethnic wear; Barbie and Ginny&Jony in kids
wear.”
Pantaloons are ranked amongst Top 5 Retail Chains in India.

• Current CEO of Pantaloons: - Mrs. Sangeeta Pendurkar

Voted as ‘India’s Most Trusted Apparel Retail Brand,’ (Brand Equity Survey2014/2015),
Pantaloons, a division of ABFRL has always been one of the most loved large format fashion
retailers in India

At ABFRL, we bring this philosophy to life through three simple tenets. Listen, Learn and Act.

Pantaloons Five Core Values:

Listen:

Create robust mechanisms to listen to the voice of customers whether in our stores or in the
online space.

Learn:

Build strong in-sighting platforms anchored in advanced analytics to take data driven decisions.

Act:

Create cross-functional platforms to act on the insights gained and close the loop with customers
- both at an individual level as well as in making strategic changes to the business.

Vision:

To passionately satisfy Indian consumer needs in fashion, style and value, across wearing
occasions in Apparel and Accessories through strong brands and high quality consumer
experience with the ultimate purpose of delivering superior value to all our stakeholders.

Mission:

To open 500+ Pantaloons stores across India by 2020

1.3 ABOUT THE STORE

“ABFRL – Pantaloons has about 6,000 stores opened in more than 200 cities and towns. The
Thane Pantaloons store located at Viviana Mall (since 27th July 2013) which comprises total area
of – 1 million sq.ft & 250 stores. Viviana pantaloons has Inventory Storage Capacity - 120000 is
located in one of the prime locations of the city that gives access to a large range of middle class
and upper middle-class demographic. Viviana, Pantaloons ranked 23 rd according to its business
wise (sales records) . Keeping the consumer’s fashion sensibilities and fashion in mind,
Pantaloons has more than 200 brands on offer. Their reputed in-house brands come with their
own noteworthy fan following and offers a wide range of brands for men, women and kids with
categories including western wear, ethnic wear, formal wear, party wear, active wear and
accessories making it a one stop destination for the entire family.”

“With a total area of 29,453 sq. Ft, the store, like all other Pantaloons stores is divided into 5
worlds: Men’s, Women’s Western, Women’s Ethnic, Kids and Non-Apparel; The approximate
rent paid by the store amounts to Rs. 400 per square foot. The industry average of monthly
rentals for a retail store must not exceed 12% of the topline, but in the case of Thane –
Pantaloons, it is approximately 20 to 25% of the top line. Each of these departments is efficiently
managed by a team of Department Managers and Fashion Assistants flaunting an aggregate of
approximately 120 employees including the apprentice staff and non- Pantaloons staff as well.
Annual manpower planning is forecasted in a way that the cost of manpower does not exceed 5-
6% of the topline of the store.”

“The store is managed by the Store Manager and 5 Department Managers who handle each
department respectively along with the staff ( In-house staffs & brand staff) allocated to each
department. As a policy, Pantaloons hires only fresher at the entry level with a minimum
qualification of HSC (12th Grade).”

Formulas required for the project are:

❖ Conversion Percentage= (Number of bills/Total customer entry)*100
❖ Basket size= (Total number of quantity sold/Number of bills)
❖ Ticket size= (Total sale value/Number of bills)
 ORGANISATIONAL STRUCTURE

Chairman
Mr. Kumar Mangalam Birla

MD
Mr. Ashish Dikshit

CEO CFO COO

Mrs.Sangeeta Mr. Mrs. Shital
Pendurkar Dharmesh Mehta
Jain

Zonal Business Head

Mr. Sandeep Pal

Regional Manager
Mr. Anwar Shaikh
 ORGANIZATIONAL DEPARTMENTS

Buying
Department

Marketing Planning
Department Department

Finance Admin
Department Department

HR
Department
 CHAPTER 2

COMPETITION ANALYSIS

2.1 Objectives of the Project

“1. Competition Analysis – Pantaloons vs. Reliance Trend

2. To work on improving store operational efficiency focusing on two key KPI’s- basket size
& conversion.
3. Business analysis and recommendation basis the study done.
4. To study buying behavior of consumer and the impact of customer
5. To study the role of visual merchandising in impulse buying
6. To study impact of replenishment on basket size
7. To study brand wise contribution of each brand in Men’s Department
8. To increase the conversion rate in the store”
2.2 literature review
2.3 Research Methodology

Nature of research Exploratory research Descriptive research

Data collection tool Structured

questionnaire

Data collection source Secondary data Primary data

Data collection method Question & answer

Sampling design
Sample size : 30
Asking question to
customers
Visiting different
stores
2.4 study limitations
“1. Interacting with arrogant customers
2. Dealing with customers during discounts and offer period
3. Products not stacked properly in warehouse
4. FA’s are usually busy in folding and replenishment of stock, so most of
Customer are left unattended on a daily basis
5. Customers unaware of pantaloons in-house brands
6. No staff on customer service dask for attend customers”
 CHAPTER 3

FINDINGS AND ANALYSIS

3.1 - ABOUT PANTALOONS BRANDS

“Pantaloons retail has approximately 200 brands which comprises a mix of private labels,
licensed brands and more in apparel and accessories. Pantaloons offers a wide range of exclusive
brands that cater to different occasions for men, women and kids. These include Ajile, Chalk,
Akkriti, Rangmanch, Honey, Annabelle, Richard Parker, SF Jeans, Bare Denim, etc.”

PANTALOONS IN-HOUSE BRANDS

SR.NO WOMEN’S WOMEN’S MEN’S KIDS NON- Apparel

ETHNIC WESTERN WEAR WEAR

1 Akkriti SF Byford Chalk Ajile

2 Rang Manch Bare Bare Chirpie Pie Byford

3 Honey SF Pantaloons Junior Forever Glam

4 Ajile Richard Poppers Richard Parker

Parker
5 Annabelle Ajile
6 Rig
7 Urben Ranger

Table 1: PT In-House Brands

 NON-PANTALOONS BRANDS

Sr.no Ladies ethnic Ladies western Men’s Kids

1 BIBA 109 F Peter England Doodles
2 W Annabelle Allen solly
3 AND Zink London Flying machine
4 Global desi Pepe jeans John miller
5 Aurelia Spykar
6 Pepe jeans
7 Indigo nation
Table 2: NPT Brands

3.2 - ABOUT RELIANCE TRENDS BRAND

‘Reliance Trends is a leading lifestyle retail chain over 707 retail stores across India. Reliance
Trends offers stylish, high quality products across women’s wear, Lingerie, Men’s wear, kid’s
wear and fashion accessories through a diversified portfolio of own brands, national and
international brands. Reliance Trends operates 3300+ stores pan India with over 13 million sq.ft
of retail space and is growing rapidly. It serves over 3.5 million customers every week.”

RELIANCE TRENDS IN-HOUSE BRANDS

MEN’S MEN’S KIDS

SR.NO WOMEN’S WOMEN’S
FORMAL CASUAL WEAR
ETHNIC WESTERN
WEAR WEAR

1 Avaasa DNMX Netwok Teamsprit DNMX

2 Fusion beats Go Colors Only vimal Netplay Performax
3 Siyahi Rio DNMX Rio
4 Teamsprit Performax Teamsprit
5 Fig AJIO Frendz
6 Performax Pointcove
Table 3: Reliance Trends In-House Brands
 Other Brands In Reliance Trends

Sr.no Men’s wear Women’s ethnic Women’s Kids

western
1 Flying machine W Kraus Gini & jony
2 Lee cooper Span 109 F Rio girls
3 Killer Siyahi Ira soleil UCB
4 Pepe jeans Rangriti W
5 Indigo nation Mithi mirchi
6 Peter england Swadesh
Table 4: brands in RT

3.3 - PRICE RANGE:

“Pantaloons India has brought a whole new revolution when it comes to pricing strategies; they
are charges very reasonal prices for apparels & fore fashion accessories.”

“Reliance trends stores offer goods at extremely competitive prices.”

“From the below table you can differentiate that both the brands providing almost the same range
of products at different price range.”

DEPATMENTS PANTALOONS RELIANCE TRENDS

WOMEN’S ETHNIC RS.499 TO 3000/- RS.599 TO 2000/-

WOMEN’S WESTERN RS.299 TO 4000/- RS.499 TO 3000/-

MEN’S FORMAL RS.599 TO 9999/- RS.599 TO 6000/-

MEN’S CASUAL RS.299 TO 5000/- RS.299 TO 2000/-

KIDS WEAR RS.199 TO 2000/- RS.299 TO 1500/-

NON- APPS RS.199 TO 2000/- RS.99 TO 1500/-

TABLE 5: PRICE RANGE

3.4 SALES CONTRIBUTION DEPARTMENT WISE

PANTALOONS
women's ethnic women's western men's wear

kid's wear non- apps

10% 8%
32%
22%
28%

Graph 1: Department Contribution (PT)

RELIANCE TRENDS
women's ethnic women's western men's wear
kid's wear non- apps & Sports

6% 6%
32%
28%

28%

Graph 2: Department Contribution (RT)

3.5 LOYALTY PROGRAM OF PANTALOONS

“The Pantaloons Green card, which is a unique loyalty program, has been designed exclusively
for Pantaloons' customers to enhance customer experience. Presently offered to over 4 million
members, the program entitles members to discounts in terms of points and special privileges at
all Pantaloons stores. The card has four tiers depending on the year's shopping. As a customer
shops, the card upgrades with increasing privileges and discounts in form of Points. The benefits
covered under Green card include discounts, Payback points, complimentary home drop of
altered garments, relaxed exchange policy, exclusive sale preview; exclusive billing counters and
assisted shopping among others.”

“1 Star
• No questions asked Exchange Policy, valid for 90 days, bill not required.
• Instant Redemption on next bill at cash counter.
• Convenient Mobile based program.
• 4 points per 100-rupee shopping”

“3 Star
• 12 points per 100 rupees.
• No questions asked Exchange Policy, valid for 90 days, bill not required.
• Instant Redemption on next bill at cash counter.
• Convenient Mobile based program.
• Sale Preview”

“5 Star
• 12 points per 100-rupee shopping.
• No questions asked Exchange Policy, valid for 90 days, bill not required.
• Instant Redemption on next bill at cash counter.
• Convenient Mobile based program.
• Sale Preview”

“7 Star
• 20 points per 100-rupee shopping.
• No questions asked Exchange Policy, valid for 90 days, bill not required.
• Instant Redemption on next bill at cash counter.
• Convenient Mobile based program.
• Sale Preview”
GREEN CARD POINTS

Shopping in 1 year Tier Points earned per 100

rupees

0 to 7999 1 star 4

8000 to 19999 3 star 12

20000 to 39999 5 star 20

40000 + 7 star 28

Table 6: loyalty points (PT)

3.6 LOYALTY PROGRAM BY RELIANCE TRENDS

Reliance Trends have their loyalty program card i.e. Reliance One for its loyal customers. This
reliance one card customer can use in any reliance retail stores like reliance smart, reliance
digital etc. so customers have advantage of not carrying any other card or cash for shopping.

Sales Loyalty

Customers Rs.1000/- Rs.7/-

Table 7: loyalty amount (RT)

 Pantaloons day wise sales analysis

PARTICULARS 31/5/2019 1/6/2019

(Friday) (Saturday)
DAY TARGET 826139 1676822

DAY ACHIEVEMENT 936499 1547392

DAY% 113% 92%

CUSTOMER ENTRY 2524 4123

NUMBER OF BILLS 498 698

CONVERSION 20% 17%

QUANTITY SOLD 1423 1968

AVERAGE SELLING PRICE 658 786

TICKET SIZE 1881 2217

BASKET SIZE 2.86 2.82

Table 7: Day Wise sales Analysis

 Day Wise Customer Sales Analysis:

1. Sales during weekdays i.e. from Monday to Friday are usually low because of working
days.
2. Sales on weekends are comparatively high as people they will have their jobs holidays.
3. In the above table pantaloons achieved higher target on Friday of 13% more than the
given target.
4. On Saturday they fail to achieve target of 8% on given.
5. Conversion rate is low on Saturday as compare to Friday just because on weekend day’s
customers came with their family but shopping is done by any one or two.
 Sales Target For Non- Apps Department
200000
189216
180000
160000 156779
140000
120000
sales

100000
89202 91905 91905 92125 94608
80000
60000
40000
20000
0
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
3.7 Role of Visual Merchandising

1. All footwear to be displayed according to product category. Eg. All loafers together, all
sports shoes together, all bellies together, etc.
2. All wall needs to be style, color blocked vertically.
3. Size wise display mandatory for footwear section.
4. Color blocking is mandatory for footwear section

Fig: Display as per SDM

Fig: visual merchandising Fig: footwear display

3.8 Role of impulse category

Generally in all the stores impulse categories are displayed near cash counter or
billing counters so that customers can think to buy it. This are the products which
are not planned to do so in advance, as a result of suddenly purchase by the
customers.

Fig:proper perfume display Fig: Accessories

Fig: improper impulse management

 Comparative analysis – pantaloons v/s. Reliance Trends

PARTICULARS PANTALOONS RELIANCE

TRENDS
No. of billing 10 to 15 counters available Only 8 counters
counters available

Alteration facility Yes, alteration facility Yes, alteration

available facility available

Customer Service Yes, CSD facility available No, CSD counter

Dask Counter available

Baggage counter Baggage counter available No Baggage counter

Greeting Customers are greeted by No greeting

security staff

Customer experience Through MH(Mission On mobile after

feedback happiness) portal billing

Lighting and Yellow lighting & fresh White lighting &

ambience ambience good songs played

Exchange policy 90 days exchange and return 30 days exchange &

policy return policy

Footfalls On weekday- 1500 On weekday-600

On weekend- 3500 to 4000 to700
On weekend- 2000
to 2500
Area Sq.ft 29453 sq.ft 22ooo sq.ft
 CHAPTER 4

CONCLUSION & RECOMMENDATIONS

4.1 Conclusion

1. It was noted that customer buying behavior highly impacts the basket size of the store

2. Visual merchandising is an essential tool in organizing the store inventory and attracting
customers

3. Hence intelligent visual merchandising, staff efficacy, staff’s product Knowledge, cross
selling, add-on selling techniques, play a mammoth role in increasing the basket size

4. Proper replenishment of stock, inventory management is of utmost priority Which results

in customer engagement and helps staff in effective customer Interaction in turn resulting
in increase in basket size of the store.
4.2 Recommendations

This research throws light on various strengths and weaknesses of Pantaloons and
can also help Pantaloons to improve on different fronts in order to have an edge
over its competitors. Based on the analysis and findings of my research I would
like to give following recommendations:

1. Pantaloons need to improve so that it can accommodate more kinds of products and
provide space for children coming with their parents to play and have fun so that for them
visiting Pantaloons becomes exciting.

2. Pantaloons should incorporate more variety of products in its basket so that it provides
the convenience of availability of all things under one roof to its customers. Variety of
products should specially be increased in traditional wear for women, Footwear, jewelry.

3. Sitting area should be there for children and old people, so that they can sit while other
family members doing shopping.

4. Staff should be trained properly to assist people and to make them understand the benefits
of green card membership, it will strengthen Customer loyalty.
 ANNEXURES

A. Questionnaire

Q1. How often do you go for shopping?

o Daily
o Weekly
o Fortnight
o Monthly

Q2. Which brand do you prefer for shopping?

o Pantaloons
o Reliance Trends
o Lifestyle
o Shoppers Stop

Q3. What is the single important reason for the prefering that brand?
o Staff Service
o Billing
o Product Quality
o Pricing
o Range & Varity

Q4. Are store prices fair?

o YES
o NO

Q5. Is that brand providing customer service desk facility?

o YES
o NO

Q6. From where did you know about the brand?

o Advertising
o Bill boards
o Social sites
o Friends & relatives
 B. Webliography

http://www.adityabirla.com/media/cynergy.html
http://pantaloons.com/brands/
http://www.abfrl.com
https://relianceretail.com/reliance-trends.html
https://www.reliancetrends.com/
http://possible.mindtree.com/rs/574-LHH-
431/images/Mindtree%20Shopper%20Survey%20Report.pdf

http://www.oracle.com/us/products/applications/experiences-that-engage-
convert-1504951.pdf

https://businessperspectives.org/media/zoo/applications/publishing/templates
/article/assets/js/pdfjs/web/3051

https://www.accenture.com/_acnmedia/Accenture/Conversion-
Assets/Microsites/Documents15/Accenture-Seamless-Retail-Research-2015-

Maximizing-Mobile.pdf

C. Bibliography

Retailing Management by Swapna Pradhan

Retail management by Chetan Bajaj, Rajnish Tuli, Nidhi Varma Srivastava