Intricacies of Indian Retail

This article of mine appeared in 'Retail &Leisure International', which is a UK based magazine in their Sept '09 issue.

The Indian market is a strong attraction for any marketer simply because of the vast consumer base. A population of billion plus, of which approximately a third live in urban areas and this is expected to go up to 40% by 2030. This is enough to make any enterprise worthwhile, especially retail and more so food retailing. Most international chains are looking at India keenly and waiting for the opening up of FDI eagerly to partake of this market opportunity.

However, there are several factors that an international operator needs to be aware of and more importantly build into their entry strategy, failing which, even after FDI opens up the going would not be smooth.

• Competition – Apart from the thousands of corporate chain stores that now dot the Indian Retailscape, there are approximately 12 million conventional outlets. Of these, roughly 60% to 70% are grocery stores and a third is in urban centers. Taking into account the geographical spread of India, this simply means that there are far more number of stores in cities and they continue to offer a compelling value proposition, fronted by convenience.
• Also, the conventional stores operate with a significant cost structure advantage as also generate far higher sales per sq. ft. because of their smaller size. Such stores would definitely not be able to generate higher margins as compared to chain stores, especially those who leverage global sourcing. However, the relatively higher sales and far lower cost structure would enable these stores to comfortably take on any competition in their stride. Therefore, any chain store would require a dual strategy to manage competition from other chain stores as also the large number of neighborhood conventional outlets.
• The Indian consumer – The consumer behavior is changing towards increased consumption and preference for a better lifestyle. However, the core sense of thrift and caution has not been eroded completely and the recent downturn has made these consumers more value driven. So pricing and promotions are not just important, they are crucial.
• Indian cities – Barring a few newer cities, most have grown and morphed over the years. A substantial part of this development happened without zoning laws and therefore the cities have residential areas interspersed with commercial development. It is only in the past few years that well defined residential suburbs have come about and even that has not completely removed residences from city centers. If a store wants to leverage all the relevant catchment areas, real estate costs are higher in most parts of a city. If the store network plans on averaging this by having stores in the emerging residential suburbs, the sales would usually be inverse to the rental and by that logic the average sales would be lower.
• Supply chain – The sheer physical spread of the country makes for a challenge with regards to supply chain. Compounding this is the current taxation and levies which does not allow for a distribution center network that can be planned basis distance alone. However, the recent budget proposal to implement GST by 2010 is a step in the right direction and would go a long way in enabling chains to plan more efficient supply chain system.
• Other statutory and legal framework constraints – Today a store needs to obtain as many as 20 – 30 different licenses to start operations and usually from different authorities. Similarly, there is a legislation called APMC act in most states which effectively prohibits direct procurement from farmers. Some cities levy an entry tax called Octroi, which indirectly forces a retailer to either set up a distribution center in a higher rent area within the city or incur higher transportation costs for store fills.
• MRP – Although there are many instances of price regulation in the retail sector across the world, I don’t think any other country enforces the Maximum Retail Price (MRP) rule. This price is printed on product and is applicable on all packaged products. This price is used to calculate certain taxes and manufacturers peg the margin structure with regards to this. As a corporate entity any chain store does not have the luxury of selling above this price and hence it acts like a glass ceiling. Even in high cost locations where the catchment might not be particularly bothered about the price, a retailer can sell only at MRP, whereas in price sensitive areas one is forced to discount, especially for KVIs.

I guess by now the reader would have concluded that my secret mission is to deter any international retailer from entering the Indian market. However, that is not the case. My intent is to portray a realistic picture that balances the huge market potential of Indian Retail with the ground realities that one would have to manage.

My suggestion to any international operator watching the Indian Retailscape with the intent of future entry would be to do so immediately leveraging the Cash & Carry route, simply because it is now immediately possible and would enable any retailer to build a ‘game changing’ back end infrastructure.

Take the food segment for example. It is no use focusing only on distribution centers, transportation, etc as an entry strategy. This would address only 60% to 70% of the household consumption in terms of CPG/ packaged products. Also, given the MRP scenario, there is a limit to how much value can be generated by focusing on the supply chain of these categories.

30% to 40% of Indian consumption is basic staples and grocery items as also fresh produce. Significant work needs to be done in this sphere to extract value from the supply chain. Being dependent on the same wholesale/ semi-wholesale chain with marginal infrastructure at the tail end will not help. Paradigm changing initiatives like end to end cold chain, cooperative/ corporate farm, etc. should be explored and indulged in to extract the value that is present, but is now lost due to damages and intermediaries. The APMC act not withstanding, such initiatives are possible and would provide a competitive edge to any retailer.

The game changer for a new entrant would not be setting up yet another store with maybe better facilities but in offering a significantly better value proposition. And for that, the key would be the back end.

Moving away from the food segment, several other product categories have not even been explored; Home Improvement being one. Housing being a key aspiration for Indians, the economic recovery will definitely see a boom in this sector. A retailer who understands the intricacies of Indian Retail would only stand to garner a major share of this boom.

In summary I would state that bring on the global best practices, but Indianize it for it to work, and it will.

Consumer insights; I don’t know how to make the right choice!

Whenever I address any audience with regard to Retail - I am fond of making a statement which inevitably provokes a reaction of shock and disbelief - the statement being - that most of us are not qualified to purchase products. This is not an off the cuff remark, but based on my customer experiences over the years across product categories. Some examples:

• I have seen ladies sift through rice and hold it up and sniff at it. Most cases when I have asked, they could not tell what exactly they were looking for! This is not an issue of not being able to articulate. This is simply a habit.


• Even today when one buys vegetables which are not packed, there would be a significant number of ladies fingers which have been mutilated and left behind! Again habit based on an assumption that only those whose tips snap away sharply are tender and worth buying. This particular habit is comical and irritating in equal parts when one sees a customer busily snapping away at the ladies finger and then tossing a few aside for others. I have checked some of the ladies fingers which have been so disdainfully rejected, only to find that they are as good as the others.


• Customers purchasing furniture in many cases tend to knock on the wooden surface as if it was an occult material that would yield up secrets. These same customers would be completely lost when asked about MDF. The extent of their information is that the furniture seems to be solid (Usually meaning, made of wood) or otherwise (Which means, it is usually particle board)
  And so on and on.

The reality of the matter is that we tend to get very little information with regard to the products we purchase. We are exposed to a lot of information which are usually claims. However, we rarely get unbiased, objective information that would enable us to make a good purchase decision.

In many cases like the rice and ladies finger example our purchase is driven by ritualistic behaviour which is not understood and therefore not questioned.

Although, the extent of such uninformed buying depends on category, the most vulnerable is grocery - simply because in the case of most other product categories like electronics or apparel there is a benchmark in terms of various brands. In fact my view is that the concept of brands is itself largely driven by this ignorance and therefore the consumer needs to be reassured.

How does this influence retail?

Any retailer who understands this and follows a practice of doing things which would help address, allay and comfort the customer will be ahead of the game.

An obvious action point is to accept replacements and returns as mentioned in the earlier post. The more enduring step would be to engage the customer and educate the customer.

It could be simple things like circulating small pamphlets or leaflets about the product, signage or VM in the store or ideally by organising interactions with customers which would engage and educate the customers.

I have chosen to post this topic on Gandhi Jayanthi because there is a connection. His quotation about customer service (Customer is the most important visitor on our premises and so on) which is often bandied about can actually lead to customer disservice if not understood well. If one understands and internalises the universal truth of that statement then there starts an inherent conflict. We assume important people to be informed and knowledgeable, which is not the case with most shoppers. Hence, there is a dilema and retailers often swing to either extremes of becoming patronising/ condescending or becoming servile assuming that the customer knows best.

The ideal approach in today's context would be to internalise the statement of Mahatma Gandhi and execute it keeping in mind the customer insight mentioned above in this post.

Consumer Insights; Am I doing the right thing?

“Nice to see, but consider it sold if broken” or “No replacement or return of any items once purchased” used to be standard caveats in many stores a decade ago. I was shocked and surprised to see the ‘no replacement’ warning on the bill recently and started wondering if we have progressed at all with regards to consumer rights and consumerism.

I could not understand the concept of no items can be replaced or returned. This smacks of totalitarian attitude and assumes that the customer is actually more of a “con” sumer.

In that context the kirana store’s attitude used to be and is still a refreshing change. Many a time I have seen products including bags of rice being sent back and the same being replaced.

How does the kirana store owner manage to do it whereas many larger stores are afraid (Yes, afraid!!) to extend this basic customer service?

Simply because the he is a far more astute businessman completely tuned into the basic psyche of a consumer. Almost everyone has experienced the phenomenon called post purchase dissonance. Which basically translates into concern/ worry/ dissatisfaction with regard to the choices made and the product(s) purchased.

The Kirana guy eliminates this by giving the customers a psychological comfort which over a period of time grows into the foundation of his business - the trust of the customer - and therefore a habit to purchase from that store.

Most Corporate Retailers have taken this lesson, but whether it is to heart or is it lip service is something that I leave you to think about. The reason for my ambivalence is, although most of them have a replacement or returns policy, the on-the-ground experience for a customer who wishes to avail this is still not a very pleasant experience.

The usual culprits - internal policies, procedures and paper work ensures that the staff are apprehensive in extending this without any questions asked and in the process make the entire consumer experience most painful.

Lastly, if I don’t have the confidence that the retailer would support me in my moment of post purchase dissonance or even a genuine quality problem, would my loyalty be with that retailer?

Very doubtful.

Delivering a memorable customer experience

This article is the next in the series on how to implement the customer experience element of basic Retail model, in the Indian context. This was published on Sept 17, 2009.

The faith and trust a customer places in a retailer is a function of his shopping experience. Unless a Retailer works towards creating a memorable experience, the chances of success is very slim. There are many ways to achieve this objective. The Kirana stores use a one on one personalised approach which cannot be duplicated by Corporate Retail. So, how should Corporate Retail manage this crucial element?

To read the whole article, please click on this link -

- Delivering a memorable customer experience

Some views about Corporate Retail

I have been and will continue to be a passionate advocate of corporate retail which enables a chain of stores. Simply because this would enable too many good things if done well; Like supply chain, development of food processing industry, employment opportunities (Most Important), better tax realisation for the government, so on and so forth.

But then I can’t be blind to the handicaps and shortcomings of this segment too.

Although I have written about the cost disparity between corporate and conventional retail, the fact remains that most conventional shop keepers have learnt fast and got their act together; whether it is in terms of self service or packed groceries! Or even adopting technology in terms of billing systems, etc as reported in Times of India recently.

While corporate retail seems to be floundering! Why?

By now countless seminars, training sessions and perhaps even blogs like mine have created a humongous information base. Media, as always, has capitalised on this craze and one gets to see a large array of magazines about retailing.

Plus there are a handful of experienced retail professionals in India who have not only pioneered Corporate Retail, but have extensive experience spanning across formats and life cycle stages.
So, why is corporate retail struggling against all the conventional ones - be it the ubiquitous kaka ka dukaan or naadar kadai or some of the larger ones.

I believe it is because of the fact that a basic principle of retail has been forgotten. This is called as “Leadership by dirtying one’s hands”. This is my terminology and this translates into leading from the front.

I recall a very poignant memory. During one of my earlier employment stints, I was with Pepsi Foods. I happened to go route riding and was faced with an irate store owner who demanded immediate resolution of an outstanding issue. After polite counter points (Please read as Bull Shit, in CAPS) failed, I had no other choice but to call the office and take inputs/ seek help from the sales head. The secretary (Obviously well trained) promptly said that the head of sales was in a meeting. While I was relaying this message to the shop owner, he grabbed the phone and said in basic Tamil – Amma, naangalla veyillae vitthathaan, aangae AC le meeting nadakum. This means – Only if we sell in this sweltering heat, can you guys afford to conduct meetings in AC rooms. Needless to say, the concerned person came on line and the issue was resolved.

There is an old Tamil folk lore of a King who had a bell which could be rung by any aggrieved citizen and once, even a cow rang it and got justice.

In a country so rich with consumer rights, why is no corporate retail chain displaying any consumer orientation?

Apart from other things like cost structure, is this crucial consumer orientation the core/ key factor which tilts the scale in favour of conventional stores?

Reaching out and creating a connect with customers is a simple thing and there are enough and more simple, cost effective ways of creating this connect. However, at a macro level the organisation needs to be aligned and honest to delivering this customer delight. That by itself would diminish the usual corporate games and enable people to work towards consumer delight.

Is Corporate Retail listening? Or rather, are they interested?

Can someone explain the math to me?

News paper advertising charges are nowadays on a per square centimetre basis. The advertisement shown is actually of a fairly small size. However, repeating the message, using modified language seems like colossal waste. Or is it that this retailer thinks that the customers are so dense that they need the message dinned into them in two different ways?

A simple way to make this communication effective would have been to increase the font sizes and make it more eye catching.

Installation on the same day; Did it build the brand?

Expectations created and not met are not only dangerous, but deadly for any retail brand!

Consider the example of an advertisement I shared some time ago wherein a powerful pain point for consumers had been leveraged to hopefully build credibility and thereby creating a competitive differential for that retail brand.

Now let me share the other side of the story.

When I was recounting this during the MBA class I teach retailing for, several hands went up wanting to refute and share a counter point of view. For most, the claim in the advertisement was downright hilarious as their real time experience in getting the air conditioner installed took anywhere from a week to almost a month.

Is it any wonder that the retailer has realised the folly of a hollow promise and has dropped that claim/ promise from the subsequent communication. Still, they could not desist from a somewhat similar claim of providing installation on Sunday, if purchased on that day! Let’s see, if this one lives up to the expectations being created.

As Mr. Ogilvy said; the customer is not a moron. The sooner retailers realise it and constantly keep it in mind, the better for the retail brand.

Why social networking sites are not being used by Indian Retail?

Twitter, the micro blogging site is gaining strength each passing day. Yet, I don’t see this being leveraged by any of the Indian Retail Chains, leave alone the Indian businesses. This has the potential to become a great sounding board for customers as also an information source for retailers. I would leverage this medium in myriad ways, starting from the following –

• Create a followers base of all regular/ loyal customers and tweet all promotions and offers details.
• Leverage this medium to increase the followers’ base by offering some exclusive powerful offers only to twitter followers with a unique alphanumeric code. They need to show this tweet at the cash-till wherein this is captured for audit purposes and the promotion is extended to the customer.
• Leverage the power of retweet to increase reach and the number of loyal customers.
  Create a database of potential part time employees who can be sent tweets in times of special promotions where extra man power is required.
• Conversely, customers can tweet their feedback/ suggestions and complaints which can be directed to the respective department with a date and time stamp to track closure and measure reaction time.

Sceptics would debate about the penetration and awareness of such applications amongst the Indian shopper, especially the India Housewife. All I can say is that there are lots of net savvy housewives and individuals in India today and these initiatives will only create further impetus for others to take to this. I recall a news report way back in 2007 which talked about how housewives are increasingly doing online trading in shares! I rest my case.

Similar to Twitter is Facebook. Why can’t Indian Retail leverage it the way ZooZoo’s of Vodafone did? Create a group, invite fans as also invite feedback and suggestions. Create interesting messages to be shares and propagated. Simple things like wall papers, screen savers of interesting advertisements, automatic updates.

In fact several consumer review sites like mouthshut.com are being ignored by retail marketers, assuming people are even aware of the same! This site has close to 90 listings each for one of the corporate chains and similarly significant number of reviews about others. I wonder if this is being even seen or tracked by anyone and reverted to? At least is someone aware that such a thing is there on the net and I am talking about only one such site. Word of mouth advertising is the most powerful toll for a retailer and ignoring such public feedback is not going to help the lakhs and crores of marketing spends being indulged by these retailers.

In summary, there seems to be a serious dearth of creativity in Indian Retail with regard to maximising the marketing efforts and budgets available. What has been done since the mid 90’s in terms of product and price communications, using red and yellow seems to be a clichéd, repetitive pattern. I for one do not believe in knocking the old, tried and tested methods. But I also do not recommend being blind to new developments and not exploring every such new opportunities, especially low cost and high impact options.