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PROJECT GUIDE: Mr. Sushil Raturi Course Cordinator, FMS Dept. National Institute of Fashion Technology, Mumbai

SUBMITTED BY: Ajay Kumar Bhavik Gandhi Prachi Jain Sameera Baig Soumya Mishra M/FMS/08/02 M/FMS/08/10 M/FMS/08/20 M/FMS/08/25 M/FMS/08/30


CONTENTS TOPICS 1. Introduction......................... 2. Evolution. 3. Status 3.1 Various Location of Shoppers Stop..... 3.2 Number of stores.. 3.3 Retail area. 3.4 Manpower. 3.5 Brands... 3.6 Awards.. 4. Sales Analysis.. 5. Financial Analysis... 6. Product Mix & Price Point.. 7. Human Resource.. 8. Expansion Plans 9. Strategic Alliance.. 10. Promotion 08 09 09 09 09 10 11 16 17 19 20 21 22 Page No. 03 07


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The companys flagship business of department stores is manifest in Shoppers Stop. A pioneer of modern retail in India, Shoppers Stop Ltd. today, is the countrys largest chain of Department Stores. It offers customers an international shopping environment and a world-class shopping experience through its 24 stores in 12 cities. It houses a host of international and domestic brands across categories such as apparel, accessories, cosmetics, home & kitchenware as also its own exclusive brands. Pioneer of modern retail in India, Shoppers Stop Ltd, has been instrumental in bringing about the retail revolution in India. A professionally managed and systems driven organization, Shoppers Stop has always been attuned to evolving consumers. The customer insights have enabled company to service them better and fulfill aspirations. Shoppers Stop has evolved its positioning to Bridge to Luxury and continues to reinforce its leadership position. The company recently revealed our New logo, which reflects the essence of the companys new philosophy.

HomeStop is the first-of-its-kind premium home concept store at Bengaluru, Mumbai and New Delhi, offering a wide range of products and some of the most reputed national and international brands. It is a one-stop-shop for all home needs ranging from home dcor to furniture, bath accessories to bedroom furnishings, mattresses to draperies, carpets to modular kitchens & health equipment, all under one roof.


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Spacious, well laid out bookstores that feature methodical classifications, clear signages, dedicated enquiry/orders desks and attractive displays along with cafs, reading tables and chairs within the store make Crossword the leader in the lifestyle bookstore category. Its unique product mix of books, magazines, CD-ROMs, music, stationery and toys is further enhanced with services like Dial-a-book and Email-a-book and facilities like gift vouchers and Return, Exchange & Refunds policy. Crossword Bookstores Limited, is a wholly owned subsidiary of the company with 48 stores across the country.

Mothercare PLC of UK, the largest specialist retailer for infant and toddler care, is now in India. It stocks a variety of products for mothers and babies, toddlers and children till eight years of age with the focus being on style, function and safety. Mothercare is currently present as 19 stores including 10 shop-in shops at Shoppers Stop in leading metros.

Shoppers Stop Ltd. has a 19% stake in Hypercity Retail (India) Ltd. The first store was opened in 2006 with an area of over 124,000 sq. ft. HyperCITY has redefined the experience of the Indian consumer in the big store format. Its offering includes food and grocery, general merchandise and apparel. HyperCITY provides a truly international shopping experience, where customers can shop in comfort in a large, modern, and exciting environment.

Shoppers Stop Ltd. has ventured into catalogue Stores, call and collect stores, internet retail website and telephone orders through its subsidiary, Gateway Multichannel Retail (India) Limited under the name of HyperCITY-Argos. Currently there are 5 stores operating at Thane.


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Shoppers Stop Ltd.s foray into Food & Beverage began with Brio - a step up the evolutionary ladder from franchised coffee bars. Brio - the caf bistro has been designed to be a warm & friendly place to relax, revive and reflect. It has a classic yet sophisticated ambience, friendly service and excellent food. Brio has 20 outlets in select cities.

Desi caf is the Indian fast food concept by Shoppers Stop Ltd. The menu is, expectedly, as full of perennial favourites as it is with yummy twists. The best part of the fare is that it has something for every Indian. Be it the breakfast section, the snacks, or the mini-meals the choices are diverse enough to take you on a crosscountry tour. The company is currently running 3 outlets of Desi Caf, one each in Delhi, Lucknow and Mumbai.

Shoppers Stop Ltd. has entered into a non exclusive retail agreement with world-renowned cosmetics major Estee Lauder to open M.A.C Cosmetics stores in India. M.A.C (Makeup-Art Cosmetics) the professional brand of choice, is the first brand under the Estee Lauder Group of Companies portfolio to enter the Indian retail market. Currently there are 4 M.A.C stores operating in Bengaluru, Delhi and Mumbai (2) with Shoppers Stop Ltd.

Arcelia is a new retail concept aiming at the growing accessories & cosmetics segment, with a strong emphasis on experience and indulgence and primarily caters to discerning women shoppers. It retails cosmetics, fragrances, fine jewellery, footwear, handbags etc. Currently there are 2 stores operational in Delhi and Pune.


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Shoppers Stop Ltd.s entry into airport retailing is marked by a joint venture with The Nuance Group AG of Switzerland, the worlds leading airport retailer. Shoppers Stop Ltd is handling the retail operations in the duty paid zones whereas the joint venture company is handling the operations at the duty free zones in international terminals. The joint venture company, called Nuance Group (India) Private Limited, is already operating outlets at the international airports at Bengaluru and Hyderabad.

Shoppers Stop Ltd. believes that the Indian consumers are looking for multiple options to entertain themselves and their families. It has forayed into the Entertainment sector by acquiring a 45% stake in Timezone Entertainment Private Limited which is in the business of setting up & operating Family Entertainment Centers (FECs). It has 5 outlets in Ahmedabad, Hyderabad, Kolkata and Mumbai.


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2EVOLUTION YEAR 1991 1992 1993 1994 1995 1997 1998 1999 2000 2001 2002 2003 2004 2005 EVENTS The first store opened at Andheri, a suburb in Mumbai selling only Menswear Ladies wear was introduced Added Children & non apparels Loyalty Program titled First Citizen was launched. Opened second store in Bangalore Launched co-branded credit card for our loyalty members in association with HSBC. Opened third store in Hyderabad Implemented JDA Retail ERP (a global leader in retail ERP packages). Opened our fourth & fifth store in Jaipur & Delhi Opened sixth & seventh store at Chennai & Chembur Mumbai. Acquired Crossword India 's leading retail book chain Opened eight & ninth store in Pune & Bandra Opened the tenth store in Kandivli Mumbai Opened the eleventh, twelfth & thirteenth store in Mulund Mumbai, Gurgaon & Kolkata Opened fourteen, fifteen & sixteenth store in Malad Mumbai, Kolkata & Bangalore Opened seventeen, eighteen, nineteen & twentieth store in Pune, Juhu Mumbai, Bangalore & Ghaziabad . Launched M.A.C & Homestop our home store. Opened out twenty first (Mumbai) and twenty second store in Lucknow . Launched Mothercare in India and our F & B outlets Brio & Desi Caf. Bought 45% of Timezone India . Signed a 50:50 Joint Venture with the Nuance Group for Airport Retailing Signed an MOU with the Home Retail Group of UK to enter into a franchise arrangement for the Argos formats of catalogue & internet retailing.




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3STATUS 3.1 Various location of Shoppers Stop:

The location of various stores of Shoppers Stop Limited is classified into Shoppers Stop, Homestop, Hypercity and Speciality (Includes Crossword, Mothercare, Arcelia, M.A.C. Clinique and Food & Beverage outlets). The Shoppers Stop group has its presence in 14 cities and 9 states across India.


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3.2 Number of Stores Sr 1 2 3 4 5 6 7 8 9 10 11 12 Formats Shoppers Stop HomeStop. Crossword Mothercare Hypercity Hypercity Argos Brio Desicafe M.A.C Arcelia Nuance Timezone No. of Stores 24 03 48 19 01 05 20 03 04 02 02 05 No. of cities 12 03 14 08 01 01 03 03 02 02 04 Remark

10 shop-in-shop Catalogue stores

Airport retailing

3.3 Retail Area Total retail area of Shoppers Stop and its various formats totals to 1.6 million sq. ft. 3.4 Manpower Every Shoppers Stop employee is termed as Customer Care Associate to emphasize the belief that the customer always comes first. The total number of customer care associates stands at 3754 in the year end March 31, 2008. 3.5 Brands STOP - Smart, comfortable clothing with a perfect mix of classic and contemporary styling. LIFE - Trendy, energetic casual clothing & accessories based on global fashion trends. KASHISH - Elegant & exquisite traditional occasion wear for the ethnic chic. VETTORIO FRATINI - Sophisticated formal & causal clothing line for the power dresser. ELLIZA DONATEIN - Fashion formals styl