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Global Market Opportunities: India World SME Expo, Hong...
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Global Market Opportunities: India
World SME Expo, Hong Kong
3 December, 2010
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"rai”- voice of Indian retail industry
Retailers Association of India (rai) was launched in Mumbai on the 28th of September, 2004 with the principal objective of being the voice of Indian retailers. rai through its various efforts aims at uplifting the standards of overall retailing in the country.
rai’s Vision
To develop, facilitate and propagate practices and processes that will grow the Indian retail industry, leading to increased consumption and growth of the economy.
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RAI focusMembership
Add members of various categories to include retailers and service providers to
create critical mass.
And add value to members by :
Advocacy Talent development Industry CreationGovernment & semi
government bodies
Development programs across
the lifecycle of retail employees
Events
Media : Internal (Storaii +
replenish) and external
Specialist programs for
verticals
Industry meets
Collaboration with
communities & International
organizations
Research and advisory services
including probing recruitment
help
Service provider database and
related services
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Agenda
1. India v/s the world2. Changing structure of the Indian market3. India Retail market 4. The Indian retail consumer5. Strategies to deal with the Indian market
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India vs the Rest of the World
GDP Growth Projections 2009 2010 2014
World ‐0.6% 4.8% 4.50%
US ‐2.6% 2.6% 2.40%
Euro (Germany, France Italy and Spain) ‐4.1% 1.7% 2.10%
Japan ‐5.2% 2.8% 1.80%
Russia ‐7.9% 4.0% 5.00%
China 9.1% 10.5% 9.50%
India 5.7% 9.7% 8.10%
Brazil ‐0.2% 7.5% 3.70%Source: Technopak - World Retail Congress - November 2010
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Agenda
1. India v/s the world2. Changing structure of the Indian market3. India Retail market 4. The Indian retail consumer5. Strategies to deal with the Indian market
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Over the next 15 years, the “Great Indian middle class”
will come into play
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As incomes grow, the income pyramid will change
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Agenda
1. India v/s the world2. Changing structure of the Indian market3. India Retail market 4. The Indian retail consumer5. Strategies to deal with the Indian market
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ShantiesVillage Fairs“Melas”
“Kirana Stores” - Mom n Pop Stores
PDS OutletsKhadi StoresCooperatives
Exclusive Brand OutletsHyper/Super MarketsDepartment StoresShopping Malls
Evolution of Indian retail
Exchange of goods / Source of Entertainment
Neighborhood Stores/Convenience
Subsidized Costs / Distribution
Shopping Experience/Efficiency
Franchise /Hi-Streets
Customer Reach Channel
Co‐Existence is a virtue exclusive to India!
•From granaries to shanties
•‘mom n pop’ to modern retail
Traditional Retail Formats
Modern Retail Formats
PDS – Pubic distribution services (network of Fair Price shops set up by the govt to distribute essential commodities and groceries.)Khadi Stores: Stores set up to market goods produced by “Cooperatives”.
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Uniqueness of Indian retail
•
Caters to a scenario where food, language
and clothes change every 100 kilometers
•
Co‐existence of formats
•
Scope for transformation
•
Multi‐channel retailing – The Future
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Indian Retail Market
Market Size
90,000481,500
1,710,000
2,173,500
2008 2013
Rs in Cr
Traditional Retail
Modern RetailFormat
PERFORMANCE SNAPSHOT
5th largest retail destination
globally
Ranked most attractive emerging
market by A T Kearney
Share of retail trade in India’s GDP
was between 8–10 per cent in
2007. It is currently around 12 per
cent, and is likely to reach 22 per
cent by 2010
Largest numbers of retail outlets in
the world : around 12 million
stores with an average size of
around 120 sq.feet
Total mall space in the 8 major
metros of the city is about 40
million sq ft. Smaller cites would
add to another 6‐8 million sq ft,
totaling to 46‐48 million sq ft.
11%
52%
While the retail market is expected to grow at ~10%, the organized market (modern retail format) is expected to grow 5x by
2013 – at a CAGR of ~50%
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Indian Business Houses –
Diversified to Retail
Tata
Reliance
Aditya Birla
Mahindra & Mahindra
Dabur
Godrej
ITC
K Raheja
Videocon
Bharti Group
RPG
BPCL
Hiranandani
Arvind
Bombay Dyeing
Essar
Nilkamal
Future group
Trent
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Agenda
1. India v/s the world2. Changing structure of the Indian market3. India Retail market 4. The Indian retail consumer5. Strategies to deal with the Indian market
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Indian Consumer
Highly value driven.
Expects high functionality in goods with very low prices
Accustomed to high and personalized service levels ‐
including home delivery, high
availability, CRM and credit
Television, mobiles and internet is speedily creating high expectations in the minds of rural
consumers too. Half a billion mobile connections in the country , next only to China.
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Modern vs. Traditional
Traditional retail provides high service levels, customer recognition, high level of
specialization, high availability percentage for key traded items,
customer credit in some cases.
Modern retail is currently offering higher range, in some cases better prices and
takes responsibility for what they sell. Clear differentiation is being done by a few retailers.
Cost of property and labor costs have been traditionally low in the country and
this is being replaced with higher costs of occupation and higher wage bills for
modern retail
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Agenda
1. India v/s the world2. Changing structure of the Indian market3. India Retail market 4. The Indian retail consumer5. Strategies to deal with the Indian market
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Partnership opportunities in India
Creation of brands in India and doing shop in shops
Creating License agreements with Indian Retailers/ Manufacturers– E.g.. Disney, Arrow, Lee etc.
Catering to Larger retailers’
private brand needs
Working with retailers and mall owners to do promotions and marketing – The home/lifestyle shows– Setting the stage at the mall– Fashion shows– Lifestyle depictions on TV.
Using Multichannel capabilities to address the market – Internet, Mobiles, social media networks, telemarketing, multichannel
marketing etc.
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Prospects / Market entry
Through distributors / large retailers
– Market push (low brand advertisements)
– Work in the market with slow and steady growth
By creating market demand
– Strategic above the line advertisements
• Educational and positional adverts
– Promotions with key retailers
– Using distributors to only create reach
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Global Market Opportunities: India
World SME Expo, Hong Kong
3 December, 2010