3.

India is a diverse country with diverse languages, climates, religions, cultural practices, and
levels of economic development. And this diversity had huge implications for the consumption
patterns of people in different parts of the country. People from different region has different
pattern of consumption. Metro C&C, putted an survey and observed those patterns. In their survey
on groceries section, they observed that people in the southern part of the country consume
higher quantities of rice than did those in the northern states. But people of northern state prefer
wheat based food items more than rice. Even in same region people consumed different oils and
spices and had strong inclinations towards regional brands than international brands. Metro C&C
understood these differences and modified its offering in different parts of the country to suit
regional preferences. They offered variable brands in their outlet under one roof. Then in
metropolitan cities, people prefer more qualified and safe products. Metro C&C offered more
international brands to them. Furthermore, Metro C&C in northern states such as Punjab sold
larger sizes in its apparel lines, because people in Punjab mostly lived as joint family. But people in
southern cities like Bangalore and Hyderabad, likes to have nuclear family. So Metro C&C offer
them smaller sizes, based on the needs of the local populations. Offering like this makes Indian
people’s life easier and started to make trust and loyalty to Metro C&C.

4. Traders and small retailers dominated the food and grocery segment in India. These stores
got products either through brand distributors or through wholesalers. These retailers had loyal
customer bases in their respective catchment areas. While large in number, many of these
retailers lacked modern infrastructure and professional management skills. These stores were
losing business to sophisticated MT stores and e-commerce platforms. Metro C&C identified this
segment as a significant opportunity for its business. To attract and build loyalty within this
customer segment, the company launched several customized initiatives to help kirana owners run
their businesses better and increase profitability.

To help kirana stores become more competitive and profitable, Metro C&C launched its Super
Trader program, which was designed to help Kirana’s enhance their offerings with more
appropriate assortments, more efficient inventory management, greater hygiene, improved
ambience, and better services for their shoppers. The company also held Super Trader
conventions, where industry experts shared best practices with traders. Metro C&C organized
periodic workshops for small retailers on topics such as managing stocks, merchandising,
improving customer service, and selecting assortments of goods. Metro C&C’s Kirana Success
Centre provided small retailers with modern fixtures, to increase shelf space and to better display
merchandise, and with expertise to help them better manage their stores.

Through this upgrade, customer’s choice over grocery shopping has been influenced toward Super
shops. People feel themselves gaining standard images while shopping, shops gaining loyalty from
customers. As a result, this retailer shop will demand more supply. Has increased revenue of
Metro C&C, and Metro C&C got a brand images to retailers, offices, caterers, hotels and
restaurants.