Professional Documents
Culture Documents
Unorganized : Vast majority of the twelve million stores are Experimentation with formats: Retailing in India is still evolving
small "father and son" outlets and the sector is witnessing a series of experiments across the
Fragmented : Mostly small individually owned businesses, country with new formats being tested out. Ex. Quasi-mall, sub-
average size of outlet equals 50 s.q. ft. Though India has the urban discount stores, Cash and carry etc.
highest number of retail outlets per capita in the world, the retail Store design : Biggest challenge for organised retailing to
space per capita at 2 s.q. ft per person is amongst the lowest. create a “customer-pull” environment that increases the amount
Rural bias: Nearly two thirds of the stores are located in rural of impulse shopping. Research shows that the chances of
areas. Rural retail industry has typically two forms: "Haats" and senses dictating sales are upto 10-15%. Retail chains like
“Melas". Haats are the weekly markets : serve groups of 10-50 MusicWorld, Baristas, Piramyd and Globus are laying major
villages and sell day-to-day necessities. Melas are larger in size emphasis & investing heavily in store design.
and more sophisticated in terms of the goods sold (like TVs) Emergence of discount stores: They are expected to
spearhead the organised retailing revolution. Stores trying to
emulate the model of Wal-Mart. Ex. Big Bazaar, Bombay
Bazaar, RPGs.
Unorganized retailing is getting organized: To meet the
challenges of organized retailing such as large cineplexes, and
malls, which are backed by the corporate house such as 'Ansals'
and 'PVR‘ the unorganized sector is getting organized. 25 stores
in Delhi under the banner of Provision mart are joining hands to
combine monthly buying. Bombay Bazaar and Efoodmart formed
which are aggregations of Kiranas.
Recent Trends contd.
Multiple drivers leading to a consumption boom:
– Favorable demographics
– Growth in income
– Increasing population of women
– Raising aspirations : Value added goods sales
Food and apparel retailing key drivers of growth
Organized retailing in India has been largely an urban phenomenon with affluent classes and
growing number of double-income households.
More successful in cities in the south and west of India. Reasons range from differences in
consumer buying behavior to cost of real estate and taxation laws.
Rural markets emerging as a huge opportunity for retailers reflected in the share of the rural
market across most categories of consumption
– ITC is experimenting with retailing through its e-Choupal and Choupal Sagar – rural
hypermarkets.
– HLL is using its Project Shakti initiative – leveraging women self-help groups – to explore the
rural market.
– Mahamaza is leveraging technology and network marketing concepts to act as an
aggregator and serve the rural markets.
IT is a tool that has been used by retailers ranging from Amazon.com to eBay to radically change
buying behavior across the globe.
‘e-tailing’ slowly making its presence felt.
Companies using their own web portal or tie-sups with horizontal players like Rediff.com and
Indiatimes.com to offer products on the web.
Major Retailers
Indian retail is fragmented with over 12 million outlets operating in the country. This is in comparison to
0.9 million outlets in USA, catering to more than 13 times of the total retail market size as compared to
India
India has the highest number of outlets per capita in the world - widely spread retail network but with the
lowest per capita retail space (@ 2 sq. ft. per person)
Annual turnover of Wal-Mart (Sales in 2001 were $219 billion) is higher than the size of Indian retail
industry. Almost 100 times more than the turnover of HLL (India's largest FMCG company).
Wal-Mart - over 4,800 stores (over 47 million square meters) where as none of India's large format store
(Shoppers' Stop, Westside, Lifestyle) can compare.
The sales per hour of $22 million are incomparable to any retailer in the world. Number of employees in
Wal-Mart are about 1.3 million where as the entire Indian retail industry employs about three million
people.
One-day sales record at Wal-Mart (11/23/01) $1.25 billion - roughly two third of HLL's annual turnover.
Developed economies like the U.S. employ between 10 and 11 percent of their workforce in retailing
(against 7 percent employed in India today).
60% of retailers in India feel that the multiple format approach will be successful here whereas in US 34 of
the fastest-growing 50 retailers have just one format
Inventory turns ratio: measures efficiency of operations. The U.S. retail sector has an average inventory
turns ratio of about 18. Many Indian retailers KPMG surveyed have inventory turns levels between 4 and
10.
Global best-practice retailers can achieve more than 95 percent availability of all SKUs on the retail
shelves (translating into a stock-out level of less than 5 %).The stock-out levels among Indian retailers
surveyed ranged from 5 to 15 percent.
Future direction: Positives
AT Kearney has estimated India’s total retail market at US$ 202.6 billion which is expected to
grow at a compounded 30 per cent over the next five years.
With the organised retail segment growing at the rate of 25-30 per cent per annum, revenues
from the sector are expected to triple from the current US$ 7.7 billion to US$ 24 billion by 2010.
The share of modern retail is likely to grow from its current 2 per cent to 15-20 percent over the
next decade
Over next two years India will see several Indian retail businesses attaining a critical mass as
growth in the industry picks up momentum driven by two key factors:
– Availability of quality real estate and mall management practices
– Consumer preference for shopping in new environments
Wal-Mart : huge plans for India. Moving a senior official from its headquarters in Bentonville,
Arkansas, to head its market research and business development functions pertaining to its
retail plans in India.
New York-based high-end fashion retailer Saks Fifth Avenue has tied up with realty major DLF
Properties to set up shop in a mall in New Delhi.
Tommy Hilfiger, retailer of apparels, expects to open one store each in Delhi, Ahmedabad,
Lucknow and Bangalore in the next four months.
Future direction: Concerns
68 million square feet of mall space is expected to be available by end of 2007, which might lead
to over-capacity of malls
Lack of differentiation among the malls that are coming up. One option may be to look at
specialization.
Poor inventory turns and stock availability measures - retailers clearly need to augment their
operations.
Operations of retailers and suppliers are not integrated. Efficient replenishment practices practiced
in the Indian auto and auto-component industry can be leveraged to implement efficient supply
chain management techniques.
Supplier maturity, in terms of adherence to delivery schedules and delivering the quantity ordered,
is an issue
Sales tax laws - lead to retailers having state-level procurement and storage leads to Indian
retailers having higher inventories. VAT has helped alleviate this a bit.
Increased adoption of IT and shrinkage management will be a critical area.
Supply chain and customer relations followed by merchandising, facilities management and
vendor development are areas which have significant gaps and proactive training is a key
imperative for overcoming these.
Sources
AT Kearny
Forrester Research 2006
KPMG-FICCI Report
http://www.indiainbusiness.nic.in/