Case 9

Home Solutions (India)Limited-

Kitchen Section
A venture of Pantaloon Retail India Limited-
A Future wroup Idea

Home Solutions (India) Limited (HSIL), a part of the Future Group, announced the launch of first of
its kind home improvement retail format in India - 'Home Town' at Great India Place (Unitech Mall),
Noida in April 2007. Spread across an area of about 125,000 sq.ft., Home Town provides consumers all
that goes into building a house and everything to make it a 'Home'. Home Town offers consumers the
largest choice and variety under one roof and a specialized team of experts to set it all up for them at
their home. The launch of Home Town also marks the entry of Future Group into the services business.
In addition to retailing, the newly launched format also provides services like electrical, plumbing, inte-
rior decoration, modular kitchens, vaastu, etc.
The Store has been divided into three sections=-exhibitions, markets and services.
HomeTown, in its exhibition section, has put up a live display of various rooms such as living room,
dining room, bedroom, kids room, kitchen and bathroom.
Markets section featured products for living room, dining room, bedroom, kids room, kitchen, bathroom,
Home furnishings, mattresses, eZone (consumer durables and electronics) and Depot (books, music, etc).
The services section offered service options such as - Mr Carpenter, Mr Plumber, Mr Electrician,
Mr Painter, Tilewala, Design Centre, grihapravesh, door delivery and installation.

According to Kishore Biyani, CEO, Future Group, "Owning a home has always been the ultimate
Indian dream. Currently, consumers have to visit multiple stores and markets, while building a home
and have to often rely on advice from unqualified sources." He added, "HomeTown is an amalgamation
of the value-lifestyle propositions, so appears eminently approachable to the budget-buyer, as well as .
the aspiring customer, and also to the lifestyle-driven customer. The displays will echo the aspirations of
the consumer, keeping traditions alive in a contemporary world."
HomeTown displays products from-all major manufacturers, represented across numerous categories
such as tiles, sanitary ware, bathroom fittings/fixtures, paints, furniture, etc. Customers are given price,
service and product guarantee, If customers find any products that they have purchased, cheaper else-
where, they are promised a gift voucher of double the difference, provided they bring an original receipt
within two days of purchase of the product. Home Town assures guarantee workmanship of the jobs that
it undertakes, for one year, from the time the job is completed. Every product or service provided is
backed by the reliable manufacturers and service providers. In case of any manufacturing defectcon-
sumers will get the option to exchange the product or get the refund.

The Case,written by Dr Ajay Pandit, is meant to be used for class room discussion and not to reflect upon the effective or inef-
fective handling of the situation. No part of this case may be reproduced or stored in a retrieval system without the permission
of the author. Copyright: Dr Ajay Pandit
 Case 9 A venture of Pantaloon Retail India limited-A Future Group Idea 649

HOME TOWN PROMISE

-
Soon after the launch, Home Town started advertising aggressively with the USP of "ab ghar banana
kitna aasaan! (Now making home is so simple!) Full page advertisements were released in the popular
English newspapers. Hoardings were put up at prominent locations. It came up with slogans splashed
all over the store making customers believe that making home was easy and simple as they could now
get "keel se kamre tak, ghar banana ki saari cheezein ab ek chhat ke niche" (From nail to room, all the
things needed to build home, now available under one roof). The expectations of the customers were
put on hype when it prompted people to revamp and decorate their dream home for which Homc?'<rown
distributed brochures and pamphlets providing details of its offering and promised to offer customers
the best value, best products, the best services and a superior- experience so that every time customers
walk into Home Town, they walk out feeling satisfied (see Exhibits 1and 2).
The exhibition section was a great attraction and inspired customers with ideas to make their home
look beautiful and modem. Exhibition section had put up 40 living rooms, 16 modular kitchens, 30 bed
rooms, 30 dining rooms, 23 bath rooms and 25 kids rooms. These real life rooms, not only gave a feel of
what they wi11look like in customers home, but also stimulated them to create their own spaces. Home
Town assured customers that "What you see is what you get!"

EXHIBIT 1

HomeTown A 11
~t:n:r::!:;3tm::l'.:!lcm::m:s~
we~l, ••'ffiIt""fro~lM bo"~U~,
the- ~t prodvcu. the best $efvtce.S and OJiUPlftiOr
expcHel'\Ctl-sothar~ryllmeacu:uomerwatkljnto
Ht:U:nt Town,.~hewi\lbvutfeeli*l9w\fsflt:d
Sajao, savaro,
sapnon ghar banao!
PRICE GUARANTEE
Buy any ~ cneeoer elsewbere
and within two days of porc:ilase we
w\ll pay b.l<k dou\ll~ .h. d,fference,

seRVICE
WARRANTV!!'
-OUr services are under
warrentv fur one
ye,;n from (he time ef
"""ll"""'" 0/ 1Mjob.

P ODUCT
illfARRANTV*
All Ou' I',odut!s are
tG'o<e:wjbi w3ff3ntte-~
650 Services Marketing

EXHIBIT 2

HomeTown HomeTown

CUSTOMER EXPECTATIONS AND SERVICE DELIVERY GAPS

Mrs. Raj Dogra, a middle income group working woman, who owned an apartment in the posh Noida
sector, was tempted to revamp her home with new and stylish designs and interiors exhibited at the Home
Town store. She had already placed an order for several bathroom items including Jacuzzi, etc. Mrs.
Dogra, however, was more keen on having a new kitchen with trendy smart designs as were displayed
at the Home Town. She made several visits to interact with the Kitchen Section managers Mr. Vipin
and Mr. Joseph. Mr. Vipin was in-charge of designing the kitchen using advanced computer software.
Having decided to get the dream kitchen, Mrs. Dogra spent lots of time with Mr. Vipin in designing the
kitchen. Mr. Vipin sent his technician to take measurement of the kitchen dimensions at the customer's
residence, for which the company charged an initial fee of Rs.l 000 adjustable against the final price.
Mrs. Dogra finalized the design specifications of the materials including the colour of the shutters and
the carcass. Mr. Vipin had informed the customer that the kitchen modules as per the approved design
would be fabricated at the company's world class facility at Nagpur. The wood and the equipment
 Case 9 A venture of Pantaloon Retail India limited-A Future Group Idea 651

fittings were imported from Germany. The price of the kitchen was Rs. 1,11,000/- and the delivery time
of the modular kitchen was 30 days with additional three days required for fitting the modules.
Without haggling further on the price, on May 9, 2007 Mrs. Dogra finalized the design and paid the
advance amount of Rs.60,000/-. The kitchen equipment was promised to be delivered on June 9, 2007.
Mr. Vipin had handed over the blue print of the modular kitchen along with detailed specifications. He
also handed over diagrams suggesting the changes that needed to be made to the kitchen space, which
required complete demolition of the existing kitchen structures, fitnent of tiles, plumbing and electrical
installations. The customer got the preliminary work done and around end of May, 2007 asked Mr. Vipin
to send someone to inspect the kitchen space to ensure that it conformed to their requirement. After
repeated requests Mr. Vipin sent his technical staff for inspection to ensure that the space conform to the
designs. The technical staff gave its approval stating that the space was ready for installation of kitchen
modules.
The customer was anxiously waiting for June 9, 2007 when their dream kitchen was to be delivered.
Mr. Vipin was contacted around June 6 to know the status of the kitchen. He was unsure of the delivery
and reluctant to give any commitment. On June 8, 2007, Mrs. Dogra went to the Home Town to know
the exact status from Mr. Vipin. On seeing Mrs. Dogra at the store, Mr. Vipin tried to hide himself and
avoid coming face to face. When Mrs. Dogra located him at the cafeteria and confronted him, it was
revealed that the kitchen is likely to be delayed for quite sometime as the company did not have the
stock of the material as specified in the contracted design. Mrs. Dogra was annoyed at the attitude of
Mr. Vipin and was dismayed at the way the company treated its customer. Her dreams of having the
modern and trendy kitchen were shattered. The home was already without the kitchen since the existing
kitchen had been demolished to make way for the new kitchen. For over a month the family had been
eating outside and a temporary makeshift kitchen was made in the bathroom. Mrs. Dogra found herself
in a very embarrassing situation. She spoke to the Mr. Vinod, Head of Kitchen Section in Bombay. To
have the kitchen installation expedited, Mr. Vinod told her to modify the specifications and choose a dif-
ferent material since the contracted material has not been supplied by the vendor and imports are likely
to take more than three months. Mrs. Dogra had no alternative but to specify a different colour shutter
material. Mr. Vinod promised to deliver the material within ten days, i.e. by June 19, 2007 and also
promised to compensate the customer for the delay andsend an e-mail to the customer regarding the
same. No message was received from Mr. Vinod, and on June 14 Mr. Vipin sent an sms to the customer
informing that kitchen is getting air lifted on June 20 from the factory. Till June 21 nothing was heard
and when enquiries were made, it was told that the due to rains the roads were blocked and there is some
likelihood of delay. Mrs. Dogra wondered whether the material is being airlifted or is shipped by road.
Truth could not be ascertained. Neither Mr. Viriod did care to inform. On June 23, 2007 Mrs. Dogra
sent an e-mail expressing her unhappiness over the matter. She also reported the matter to the Pantaloon
customer care cell with a request that the matter be brought to the notice of Mr. Kishore Biyani. (See
Annexure I for the various e-mails/communication between the customer and the Home Town).
Finally on June 27, 2007, the material was delivered to the home of the customer and a day after
the carpenter came to install. It was discovered that the material was short supplied and the kitchen
was not yet ready for installation as the plumbing work, though approved by the technical team of the
Home Town was not in order. Tiles needed to be broken and water pipes were to be taken outside the
walls, which looked very awkward and spoiled the look of the kitchen. Mrs. Dogra insisted that the
problem should be corrected by Home Town itself. A team of carpenters from Bombay was deputed
to handle the installation work. They quickly finished their work and left the plumbing problem unat-
tended, nor Mr. Vipin arranged for its rectification. While the shutter were being fixed, Mrs. Dogra
noticed that the colour and material which she chose as an alternative to the original specifications were
 652 Services Marketing'

different and not the one which she had selected. The
matter was referred to Mr. Vinod. Technical team came
and took pictures (see the picture) and found that the
material supplied was different than what was selected
by the customer as an alternative to the original specifi-
cations. Mrs. Dogra went to the store and met the store
manager Mr. Diwakar, who promised to look into the
matter. Mrs. Dogra also sent e-mails to the Pantaloon
Corporate office customer care and also wanted to get
in touch with Mr. Kishore Biyani.
On July 4, Mr. Vinod came down to Delhi from
Bombay and visited the customer's premises and found
that the material supplied was different than what was
chosen by the customer the second time. He promised to have the shutters changed within a period of
three weeks. According to him even though the existing shutters were not as per the customer's choice,
but still they were very close to what customer had opted for. To this Mrs. Dogra reacted and told him
that it was her kitchen and not Mr. Vinod's kitchen and she would like to have the colour of her choice
as she was not getting the kitchen done for free.
Till that time, the kitchen was not functional. The plumbing work was still pending. Mr. Vinod asked
Mr. Vipin to get the plumbing work done immediately and make the kitchen functional. The replace-
ment material was supplied to the customer several days after the promised date and still the customer
was awaiting someone to come and refix the shutters and rectify the existing defects.
Mrs. Dogra was extremely unhappy and was at the breaking point. Such major home improvements
are not a casual affair for a middle income group family. A beautiful smart ,kitchen was the dream of
Mrs. Dogra and likewise for many middle income housewives. Home Town could only give the cus-
/ tomers the worst experience. It was already August 3, 2007 and when the kitchen would be completed,
Mrs. Dogra was waiting for the carpenter for the finale.
The management of Home Town was pondering over the issue and trying to identify the mistakes
and learn from them and understand how to integrate the Pantaloon Way for effective service delivery,
meeting the customer expectations.

ANNEXURE -I

COMMUNICATIONS BETWEEN THE CUSTOMER AND THE HO~E TOWN

E-MAIL OF MRS. DOGRA DATED 23-06-2007 I

I

Dear Mr. Vinod, f

Greetings! !
I have been a great admirer of Mr. Kishore Biyani and trusted his genuineness and concern for the customer.

On May 3, I visited the Home Town outlet at Noida and saw the Kitchen section of the Home Solutions
Retail (India) Ltd. Immediately, I deposited a sum of Rs. 1000 for the expert to visit my home so that I could
decide on the design specifications and place an order. On May 4, Mr. Santosh visited my home and took
the measurement. We were given time for May 9, 2007 to finalize the design. We spent couple of hours
 Case 9 A venture_of Pantaloon Retail India limited-A Future Group Idea 653

and created the design and finalized the specifications and placed the final order for the kitchen for which
we deposited Rs.10,000 on the spot and next day (10~h May, 2007) paid another Rs.48,500 (Receipt No.
1245). On 9th May we were also handed over the bill and design specifications by Mr. Vipin. The order I bill
dated 9 th May, 2007 promised delivery within 30 days and assembly time 3 days.
After that transaction, we have been following up the matter with Mr.Vipin as to which works to be
completed by us in the kitchen area before your people come to install the equipment. With deep anguish
and regret, I have to state that after we placed the order and deposited over 50% of the bill amount, no
one even once cared to inform us about the status of our order and guide us as to which works to be com-
pleted by us. After relentless follow ups and personal visits (for more than a dozen time), we were handed
over a drawing by Mr.Vipin suggesting tile works to be completed by us. We had to dismantle completely
our existing kitchen and prepare the site as per the drawing provided to us. We got all the work done as
per the advice of Mr.Vipin. Again on June 2nd we visited Mr.vipin to enquire about the status of our order
and also to request him to get the site inspected for its readiness for the new kitchen installation. They
gave us a blank response saying they will find out from the factory and let us know. On 8 th June we again
visited Home Town and found Mr.Vipin evading to meet us. But anyway we were able to trace him at the
cafeteria along with Mr. Joseph. It was at that time we were told that the kitchen equipment is not ready
and it is likely to be delayed further. He even could not tell me as to by how much time it would likely to
be delayed. Whereas according to the order the installation of the kitchen was supposed to begin from
June 9,2007, i.e. the next day. I was deeply hurt and felt let down and cheated. There was no respect for
customer sentiments. Instead, the attitude was callous, indifferent and unbecoming of the staff of such a
reputed organization, which boasts of its customer service, ethics and fairness of business. I was very angry
and asked them to return my money or let me know the exact date when my kitchen would be installed,
since for the last one month I have been living in the house without a kitchen and eating food outside or
at friends or relative'S place. At that time he called you on phone and I got the opportunity to talk to you.
According to you the reason for the delay was non-availability of raw materials to the specifications of
our order. Though I was not keen, but you persuaded me to change the specifications and I agreed under
duress since I had no choice, and neither were you ready to return me the money nor supply goods as per
my specifications.
After we accepted the change in specifications, you promised that within ten days (i.e. by 19th of June,
2007) the goods would be shipped by air directly to my premises. On 14th June for the first time ever, I
received a SMS from Mr.Vipin informing me that the goods will be air-lifted on June 20,2007. I was happy,
at least the installation shall begin from June 21, 2007. I cancelled all my official engagements so as to
be available for at least three days at home to facilitate the installation. On 20 th June, 2007, I contacted
Mr.Vipin again to enquire as to when I expect the goods to be delivered. He told me that the material is
likely to arrive on 21 st June and then it would take them a few days to get the material at the Godown etc.
etc., still leaving me in severe uncertainty about the delivery and service.
Today again I called onVipin's phone and after two attempts of long ringing, Mr. Joseph picked up the
phone to tell me that goods have not reached his Godown. When the goods would reach, he was not sure,
but promised (once earlier he had promised to call me back to inform the status, but he never called me)
to let me know immediately on receipt of the material.
This is very strange, what's happening to this so proclaimed giant retail outlet of Mr. Biyani. Customer
is given such a shameful treatment. Customer is being treated like a beggar. Every time, I call to enquire,
beg them to expedite and request for their kind concern. Neither did I receive any e-mail nor letter, which
you promised to send me while we discussed the matter on June 8, 2007. Since I placed the order, I have
been running after your staff for follow up and being subjected to mental harassment, ill treatment and
indifferent attitude. This has adversely affected my health and peace of mind. Besides, without a kitchen,
I have been deprived of a proper living for a period much beyond your promised date of installation. Each
day I am suffering the humiliation in front of my family and friends as I am unable to resume normal living
in my home, since myoid kitchen was dismantled keeping in mind your promised dates of delivery.
654 Services Marketing

TIll today, I am not sure whether the kitchen would be installed or not. What should I do? I beg you to
please pass on this mail to Mr. Kishore Biyani.
I find that your organization is not able to serve my order and in view of this I request you to kindly
refund my advance money immediately alongwith interest and the compensation for causing mental
agony, harassment and depriving me of a proper living.

Thanking you,
Mrs. Dogra

AUTO GENERATED REPLY DATED 23·06·2007 FROM PANTALOON

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REPLY FROM MR. VINOD DATED 23·06·2007

Dear Madam,

As a person handling kitchen category, let me reassure you that each and every customer of Home Town is
as equally important and prestigious to us. Having worked very closely with you on your kitchen, I accept the
unforeseen delay in production due to non-availability of raw material. This was discussed with you in detail
. during our last conversation and you Were accomodative enough in revising your colour scheme. In continu-
ation to that, we have instructed our factory to speed up the manufacturing process.
As per our revised commitment we have dispatched the material on 21st June, vide docket number
4319 through super fast carriers from Nagpur. The current status reveals that the material is expected to
reach Dadri warehouse on 24th June. We will treat delivery of your consignment on top most priority and
the our execution team which is on standby will swing in to action and complete the installation promptly.
Let me also underline the fact that our plans of airlifting has its own risks of transit damage, since the
chances of transit damage by air is much more than road transport. Considering the risk involved both in
terms of time, efforts and expectations, we had to go ahead with dispatch on road which was a safer option.
For the delay which has occurred, let me propose action against delay which would ideally be an article
associated with kitchen. We would be supplying a chimney (glen make) as a gesture to compensate delay
from our end.
Since the delivery is due any time now, request you to accept and allow us to proceed with execution .
. Assuring timely completion and best possible service to you.

wbrz
Vinod

/
 Case 9 A venture of Pantaloon Retail India limited-A Future Croup Idea 655 .

E-MAIL FROM MRS. DOGRA DATED 23-06-2007

Dear Mr. Vi nod,

Thanx for your mail. I am really surprised that you forgot your promise that goods will reach me by 19th
June, 2007 positively and directly air-lifted to my residence. And at the same time, at your own behest,
you also promised to round off the bill amount to Rs. 1 lakh, which you said was within your powers. I just
want to understand whether promises have any sanctity and value. Is there any value system? Does your
organization really mean what they state in their vision and mission statements and core values. (Please
see them under your own website)
The delivery has been further delayed and has caused me tremendous inconvenience, mental agony
and continuous hardship. And, again hurting my sentiments and humiliating me, you are now suggesting
to gift me a chimney to compensate me for all this. Sorry I don't need it as I have already one with me, and
is sufficient for my future kitchen. There has been complete failure on your part and I am again request-
ing you to return my money with interest and compensation for causing me mental agony, inconvenience,
hardship and insult. .

Thanking you,
Mrs. Dogra

E-MAIL FROM MRS. DOGRA DATED 26-06-2007

Dear Mr. Vi nod.

Yesterday evening I received a SMS from Mr.Vipin informing me that the Kitchen is getting inward into
his warehouse. I don't understand this vague message at all. As a customer, I am not at all concerned with
your internal processes. I want my kitchen to be delivered and installed immediately. The kitchen equip-
ment should now make an outward journey and get into my house, as you also assured that as soon as the
material reaches NOIDA, your staff will swung into action. Even after 24 hours, there is no information as
to when it shall make an outward journey.
A day before, I requested Mr. Joseph to ensure that all formalities from my side are completed and do
let me know the balance amount and also arrange to send scmeone to pick up the money from me. Two
days have passed, there is no news from him as well. I am really disgusted. Here I am keen to pay balance
payment and cooperate in the installation process, but your staff is least concerned. I am on leave only
from my job for this purpose and cannot extend it further.
Would you please let me know the status and when exactly the process of delivery and installation
shall begin? If it is likely to be delayed further, I repeat again that my order may be treated as cancelled
forthwith.
Mrs. Dogra

REPLYOF MR. VINOD DATED 26-06-2007

Dear Madam,

I've strictly instructed my team to call you instead of resorting to SMS for communication. We would be
collecting balance payment today and deliver the materials by tomorrow positively. Our execution team
would seamlessly carry out the installation on receipt of materials at site.
wbrz
I"; Vinod
656 Services Marketing

E-MAIL OF MRS. DOGRA DATED 29-06-2007

E-mail (1), June 29, 2007

Dear Mr.Vinod,

Greetings!

After sending my last mail to you, I resolved not to bother you again with a complaint. Till this time, I have
exercised tremendous restraint not to send you the mail, but I have no other way out.
Kitchen equipment was delivered at my residence on 27th June, 2007 at 3 p.m. Carpenter came at 4.30
p.m. He did some work and found some articles missing and he contacted Vipin. He also pointed out that
the plumbing work in the kitchen was not in order. Immediately I rushed to Home Town Store to meet
Vipin personally as to what was happening. If you refer to my previous mails where I have repeatedly
pointed out that Vipin and Joseph have been requested several times by me to get the site inspected. After
persistent requests, the people who had inspected gave their OK to the site and affirmed that all was well
and site was ready for installation of kitchen equipment. Please read my mails sent to you where I clearly
mentioned that I shall not be responsible for any changes in the kitchen. Now I want my kitchen ready as
per the design and specifications contracted.
I am really disgusted and totally feel harassed and humiliated by the negligent conduct of your people and
tardy approach to the whole service delivery. You assured that your team would swing into action as soon as
the material reaches my premises and the installation will be completed in a day or two. Do these promises
have any sanctity? Every time I have to approach Vipin or Joseph and they draw a 'blank because they them-
selves do not bother to find out the progress. Just now as I am ser.ding this mail. someone comes to work in
the kitchen. Oh my God, now another carpenter has been sent, that too from Bombay and he also cannot do
anything unless plumbing is properly done. Who sent him and why he also does not know? Nor did any body
inform me that a new carpenter is coming. What's happening? Total mess and poor internal communication.
Mr. Vinod, I just feel like crying. Please help me before I become insane.
I trust you will take positive steps to resolve the issues.
With best regards,
Mrs. Dogra

E-MAIL (2), JUNE 29, 2007

Dear Mr. Vi nod,

The new carpenter also found that no doors/panels have been supplied along with the consignment. So he
is unable to do the work. Besides, the plumbing work is still pending.
This is for your information.
Mrs. Dogra

E-MAIL (3), JUNE 29, 2007

Dear Mr. Vi nod,

This new carpenter also expresses his helplessness. I think for a customer, it is too much of harassment. Your
staff in Delhi is so indifferent to customer's hardships. There can be no biggest insult to the customer and
to your own business when matters are handled in a casual and unprofessionai manner. There are no value
systems. False promises being made at every step. Customer is being taken for a ride. Is my kitchen the larg-
est kitchen in the world that it is taking so much time. Very sad. There should be supervisors to visit the site
and see for themselves what is happening. No one bothers, just like an inefficient government department.
" ·l
 Case 9 A venture of Pantaloon Retail India limited-A Future Group Idea 657

All these days I have been sitting at the site in the hope the work contracted by you shall be completed
promptly and to my satisfaction. It is a pity that such a big organization making so big claims publicly is a
curse to the gullible customers. If your organization is unable to complete the work as contracted, kindiy
take back the kitchen equipment and refund my money. For all the trouble, harassment, mental agony
and suffering, which I have undergone for the last several weeks on account of your negligent and callous
manner of handling of the service contract, I reserve the right to go to a judicial forum to claim compensa-
tion along with refund of full amount of my money already collected by you from me.
Hoping qgainst hope for an early settlement.
Mrs. Dogra

E-MAIL (4), JUNE 29, 2007

Dear Mr. Vi nod,

This is my fourth mail to you today and I regret to say that even you, like your junior staff, did not get the
time to answer my mails and find a solution. Having taken the full amount, making short deliveries (pan-
els/doors not received), poor execution, poor quality of service and above all the indifferent and callous
attitude of your staff in Delhi, you have left the customer in the midst without a kitchen causing tremen-
dous agony, harassment, humiliation and loss of health. .
I am attaching a few pictures I took today to show you how recklessly the kitchen was designed by
some of your best designers and what is the ground reality at the time of installation. Most of the boxes
have been cut ruthlessly as a result of poor design and negligent conduct of your staff while inspecting the
site prior to installation. Who is responsible for the loss and poor quality of installation? My earlier kitchen
was much better. Now it seems disastrous. I do not want this kitchen with all boxes cut here and there. I do
not want a kitchen equipment full of patches and cuts. Due to negligence of your staff, tiles had to be cut
and now plumbing alternative found by Mr. Vipin looks so ugly. Please see the pies. Are these your quality
standards? Please take your kitchen back and return me the money. .
In all my previous mails, I have expressed dissatisfaction with the service and conduct of your people. It
is only after your assurance on telephone that I took further steps to make payment. Even your promises
are turning out to be totally false. Nor do your staff care to find out as to how the equipment is being
installed. Due to negligence of your staff, I have to bear all this stress and loss and go through this painful
experience. My kitchen has been spoiled. I paid you money to get this third rate quality. Kindly return my
money and pay me compensation for getting myoid kitchen dismantled and causillg deep mental pain
and endless sleepless nights. You have not only defaulted in making delayed deliveries, but created faulty
and poor designs (as boxes have to be cut here and there), negligent inspection of site and poor execution
of installation by incompetent people. That is why you had to change carpenters again and again.
Please see the pictures attached here as proofs.
658 Services Marketing

Mrs. Dogra

AUTO GENERATED REPLY 04-06-2007

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E-MAIL OF MRS. DOGRA DATED 17-07-2007

Dear Mr. Vinod,
Greetings!
It was nice meeting you on July 4, 2007 and your visit to my home on July 5, 2007 in connection with the
installation of the kitchen. I am sure Mr. Vipin and others are keeping you abreast with the status of my
kitchen. With great regret I have to state that my kitchen is yet not functional and it has not been possible
for me to resume normal living. You also promised to write to me about the completion of the pending
work of the kitchen. I am not sure when my so called dream kitchen (now a dreadful kitchen) shall be
finally delivered and made functional.
Never ever imagine a customer would be left to suffer and go through the agony of being attracted to
the false promises of your organisation - ab ghar banana kitna asan (bahut mushkil).
Hope someone listens to my voice.
Regards,
Mrs. Dogra

E-MAIL FROM MR. VINOD DATED JULY 21-07-2007

Dear Sir,
Greetings!
We are expecting dispatch of balance material pertaining to your kitchen by 22nd July. We are doing
our best to ensure the consignment is delivered to you ideally on or before 25th )uly. However, due to
)-
 Case 9 A venture of Pantaloon Retail Indio limited-A Future Group Ideo 659

torrential rains prevailing in most parts of the country there might be a !;Iight delay in transit. Trust you
would appreciate our concern and accommodate our commitment.
Mr. Vipin would be in touch with you on further plan of action, post delivery of consignment.
wbrz
Vinod
HSRILI Mumbai

ANNEXURE - II

FUTURE GROUP
Future Group is India's leading business group that caters to the entire Indian consumption space. Led by
Mr. Kishore Biyani, the Future Group operates through six verticals: Retail, Capital, Brands, Space, Media
and Logistics.
Apart from Pantaloon Retail, the group's presence in the retail space is complemented by group com-
panies, Indus league Clothing, which owns leading apparel brands like Indigo Nation, Scullers and Urban
Yoga, and Galaxy Entertainment Limited that operates Bowling Co, Sports Bar, F123 and Brew Bar.
The group's joint venture partners include French retailer HAM group, US-based stationary products
retailer, Staples and UK-based lee Cooper. Group company, Planet Retail, owns and operates the franchi-
see of international brands like Marks & Spencer, Next, Debenhams and Guess in India. The group's Indian
joint venture partners include, Manipal Healthcare, Talwalkar's, Blue Foods and Liberty Shoes.
Future Capital Holdings, the group's financial arm, focusses on asset management and consumer credit,
It manages assets worth over $1 billion that are being invested in developing retail real estate and con-
sumer-related brands and hotels. The group has launched a consumer credit and financial supermarket
format, Future Money and soon plans to offer insurance products through a joint venture with Italian
insurance major, Generali.
The group is currently developing over 50 malls and consumption centers across the country and has
formed a joint venture company focusing on mall management with Singapore-based Capitaland, one of
Asia's largest property companies.
Future Group's vision is to, "deliver Everything, Everywhere, Everytime to Every Indian Consumer in the
most profitable manner." The group considers 'Indian-ness' as a core value and its
Pantaloon Retail (India) Limited, is India's leading retailer that operates multiple retail formats in both
the value and lifestyle segments of the Indian consumer market. Headquartered in Mumbai, the company
operates over 5 million square feet of retail space, has over 450 stores across 40 cities in India and employs
over 18,000 people.
The company's leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a uniquely
Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch and feel of Indian
bazaars with aspects of modern retail like choice, convenience and quality and Central, a chain of seamless
destination malls. Some of its other formats include, Depot, Shoe Factory, Brand Factory, Blue Sky, Fashion
Station, all, Top 10, mBazaar and Star and Sitara. The company also operates an online portal. futureba-
zaar.com.
A subsdiary company, Home Solutions Retail (India) Limited, operates Home Town, a large-format home
solutions store, Collection i, selling home furniture products and E-Zone focussed on caterng to the con-
sumer electronics segment.

FUTURE GROUP MANIFESTO

"Future" -the word which signifies optimism, growth, achievement, strength, beauty, rewards and perfec-
tion. Future encourages us to explore areas yet unexplored, write rules yet unwritten; create new oppor-
660 Services Marketing

tunities and new successes. To strive for a glorious future brings to us our strength, our ability to learn,
unlearn and re-learn, our ability to evolve.
We, in Future Group, will not wait for the Future to unfold itself but create future scenarios in the
consume •.space and facilitate consumption because consumption is development. Thereby, we will effect
socio-economic development for our customers, employees, shareholders, associates and partners.

Our customers will not just get what they need, but also !Jet them where. how and when they need.
We will not just post satisfactory results, we will write success stories.
We will not just operate efficiently in the Indian economy, we will evolve it.
We will not just spot trends, we will set trends by marrying our understanding of the Indian con-
sumer to their needs of tomorrow.

It is this understanding that has helped us succeed. And it is this that will help us succeed in the Future.
We shall keep relearning. And in this process, do just one thing. Rewrite Rules. Retain Values.

FUTUREwGROUP VISION
Future 'Group shall deliver Everything, Everywhere, Everytime for Every Indian Consumer in the most prof-
itable manner.

FUTURE GROUP MISSION

We share the vision and belief that our customers and stakeholders shall be served only by creatinq and
executing future scenarios in the consumption space leading to economic development.
We will be the trendsetters in evolving delivery formats, creating retail realty, making consumption
affordable for all customer segments - for classes and for masses.
We shall infuse Indian brands with confidence and renewed ambition.
We shall be efficient, cost-conscious and committed to quality in whatever we do.
We shall ensure that our positive attitude, sincerity, humility and united determination shall be the driying
force to make us successful. '

FUTURE GROUP CORE VALUES

Indianness confidence in ourselves.
Leadership to be a leader, both in thought and business.
Respect & Humility to respect every individual and be humble in our conduct.
Introspection leading to purposeful thinking.
Openness to be open and receptive to new ideas, knowledge and information.
Valuing and Nurturing Relationships to build long term relationships.
Simplicity & Positivity Simplicity and positivity in our thought, business and action.
Adaptability to be flexible and adaptable, to meet challenges.
Flow to respect and. understand the universal laws of nature.

Sources and references: www.panatloon.com: www.fibre2fashion.com: www.wikipedia.com: Business Today, March 13,
2005; Panatloon Retail India ttd.s annual report 2006; Kishore Biyani and Dipayan Baishya : It Happened in India, Rupa
Publications, New Delhi, 2007 and company brochures and customer inputs.