Case Study -Addons Retail

Presented by- Rajat Rajoriya

 Introduction
 Addons Retail Private Limited was established in 2006.
 CEO and director : - Ashish Saboo.
 Mission : - Sell lifestyle products and fashion accessories to
urban Indian men and women.
 Outlets : - In 2014 they have 80 outlets,
By 2019, they reached 500 Retail outlets.
 It is an Indian non – government company.
 Headquarter : - Mumbai, Maharashtra, India.
 Problem
 Little experience of international market – Even though
it is a major player in local market, Addons Impulse has
little experience in international market. According to
Neena Sondhi, Supriya M. Kalla, Umashankar
Venkatesh , Addons Impulse needs international talent
to penetrate into developing markets.
 Addons Impulse business model can be easily replicated
by competitors – According to Neena Sondhi, Supriya
M. Kalla, Umashankar Venkatesh , the business model
of Addons Impulse can be easily replicated by players in
the industry.
 Solution
Unique price offering.
Latest design and promise of quality.
Storage location.
Introduced ERP system for managing
seamless delivery.
Partnership with Amazon.com and
Jabong.com.
 Opportunities
- Increase in Consumer Disposable Income – Addons Impulse can
use the increasing disposable income to build a new business
model where customers start paying progressively for using its
products. According to Neena Sondhi, Supriya M. Kalla,
Umashankar Venkatesh of Addons: Targeting Impulse case study,
Addons Impulse can use this trend to expand in adjacent areas .
- Developments in Artificial Intelligence – Addons Impulse can
use developments in artificial intelligence to better predict
consumer demand, cater to niche segments, and make better
recommendation engines.
Rapid growth of new retail format.
First mover advantage.
Targeted mostly young generation.
 Strengths

- Experienced and successful leadership team – Addons

Impulse management team has been a success over last
decade by successfully predicting trends in the industry.
- Streamlined processes and efficient operation
management – Addons Impulse is one of the most efficient
firms in its segment. The credit for the performance goes to
successful execution and efficient operations management
Exclusive brand outlet.
Store in store.
Addons’ counter in stand alone store.
 Reference

 https://www.indiaretailing.com/2015/08/03/fashio
n/addons-the-quintessential-accessories-brand/http
s://www.indiaretailing.com/2015/08/03/fashion/ad
dons-the-quintessential-accessories-brand/
 https://www.exportersindia.com/addon-retail-pvt-lt
d/contact.htm