GULLY

NETWORK
Proposal for One-Year Business
Strategy
SURVEYS Gully Network's
Retailer Survey
Telephonic Interviews - 2 Retailers

Mid sized Kirana

store Retailer Survey
In Person Interviews - 4 Retailers across
India

End consumer
Survey
We asked Consumers about what they
want through a Google Form - 148
Respondents
End consumer Survey
 TIMELINE
JAN - APRIL
01 SEPT - DEC
GROUND WORK
– Build a Database for every 03 SNOWBALL
city, every locality – Get 100 retailers on
– Employee training board
– Launch Private Label in
Oct - Gully Mart
– Introduce separate line
of Stationery.

MAY - AUGUST
MUSHROOM
– Building Gully Mart
Stores
– Marketing/Social Media
02 – Launch Subscription
plans/ Taking security
Deposit from Retailers
– Expand the chain - Bring
retailers on Board
01 JAN - APRIL

Build a Database
Market Research in Tier I cities.
Comprehensive Database and Identifying the Right
Stores - Customer Persona
Approaching them to partner with Gully Network
One Store in a Neighborhood
Target - 100 stores in a year from the present figure of
25 stores.

Stores at
Present

Target
Stores

0 25 50 75 100
01 JAN - APRIL

Employee Training
Make Retailers feel the need of Gully Network.
Training Gully’s Employees to be better convince and
handle retailers.
Communication skillset - Local Language + English
02 MAY - AUGUST

Build a Social Media

Presence
Social Media Presence is key. Allocate funds and target
both retailers and end consumers
Building a brand value, across social media.
Boost retailers who partner with Gully on Social Media

#ShopatGullyMart #RevivingIndianRetail
02 MAY - AUGUST

Launch Subscription/security
deposit plan
Charging a subscription fee from retailers and maintaining it as bond
money for a minimum period of 6 months, that can be extended
further.
6 Months Bond Period - Customer Retention
Credit Period and Margin:
Gully network can improvise a system where credit period and margin
is different for different stores according to their sales and growth
potential.
Wafer Thin Margins - 15 Days Industry Standard
03 SEPT - DEC

Venture into Stationary

80% of the Indian stationery market is unorganized.
Impulse buying.
Gully stores can maintain the aesthetics and VM.
CAGR of 9.9% for 2021-2025
Stationery items have no expiry date and need less maintenance
further making this a suitable sector.

9.9% CAGR
03 SEPT - DEC Introduce Private Label
We did not ask our end consumers about Quality, but here is what they responded!
Owning a private label will make Gully Network control the variety and quality at the store.
Increased Brand Visibility. Marketing.
Help to increase the sales of the store.
Private label will also help to increase the margin on the products by eliminating the
middlemen.
This will lead to further discounts hence, assuring more sales and profit.
03 SEPT - DEC
Billing Structure
10,000 SKUs on Average
Nature of goods is different and so is their shelf period, profitability and sales
figures.
Category wise billing prevents several products from being overpriced than
competitors’ and other products from being undervalued.
It would also permit longer product holding/storing and sales experience cost to
discrete products.
Different suppliers and different distributors also mean different profit margins

2
5

2
0

1
5

1
0

0
15%
l
G C

es tab
FM

nt ily
od y

e
Pr Bab

ts

se D a
Ve

ls
uc

ia
Es ilk/
Category Wise Profit Percentage M Average Profit Percentage
 TECH PLAYERS
SMALL UNORGANISED RETAIL

COMPETITIVE
NON-ESSENTIAL

ESSENTIAL
ANALYSIS

LARGE PLAYERS
ORGANISED RETAIL
 STRENGTHS WEAKNESSES
. Essential Market . Social Media
. Brand Advantage . Brand Marketing

S W
. Tech Business . Store Strength
. B2B . No Security Deposit
. Back-end Supply Chain . Bond Period
. Virtual Merchandising

OPPORTUNITIES THREATS

O T
. 92 % Unorganized Grocery . Disloyal Franchisees
Retail Sector . Competition in the Tech
. Private Label Segment
. Urban Area Demography
Mid-sized stores
. Other Unorganized Sectors
like Stationery
. Omni Channel Business
Cinnamon Spice
T DIVYA :
t.divya@nift.ac.in

JIGYASA SHARMA :
jigyasa.sharma2018@nift.ac.in

SOMYA GUPTA :
somya.gupta2018@nift.ac.in

RAISH ALAM :
raish.alam@nift.ac.in