The Recipe of Retail Sucess in India

8/8/2019 The Recipe of Retail Sucess in India

1/36

Qlk skmiwk eh skqbid }{mmk}} Ij Ijaib

B }q{ay ej De~ Wsimijn }qsbqkny bq Cin Cbzbbs b} b skmiwk eh skqbid

}{mmk}} ~lksk eqlks skqbid lywksfbs`kq} dbn


2/36

Qlk skmiwk eh skqbid }{mmk}} Ij Ijaib3

AKMDBSBQIEJ

^k lkskcy akmdbsk qlbq qli} kja qksf wseokmq skwesq kjqiqdka Qlk skmiwk eh skqbid }{mmk}}

Ij Ijaib*&B }q{ay ej De~ Wsimijn }qsbqkny bq Cin Cbzbbs b} b skmiwk eh skqbid }{mmk}}

~lksk eqlks skqbid lywksfbs`kq} dbn0 i} b cejbhika ~es` aejk cy {}$ }{cfiqqka hes

Fbs`kqijn sk}kbsml$ {jaks qlk }{wksxi}iej ( N{iabjmk eh Wseh* ]lij{ Bcli$ bq IHIF

C{}ijk}} ]mleed$ Cbjnbdesk*

Wdbmk? Cbjnbdesk

Abqk? 7>&Akm&3779 Fkfcks} eh nse{w & =Bj`iqb Lbzbsi`b

Fej{ Ailijnib

Sbjobj ]lkqqy

Se}l @ Oey

]{lbjb @*S


3/36

Qlk skmiwk eh skqbid }{mmk}} Ij Ijaib=

BM@JE^DKANKFKJQHis}q ~k ~e{da di`k qe k|qkja e{s nsbqiq{ak qe e{s hbm{dqy Wseh* ]lij{ Bcli

hes }{wksxi}ijn bja n{iaijn {} qlse{nle{q qlk xbsie{} }qbnk} eh e{s sk}kbsml*

^k qlbjèjk bja bdd ~le lbxk lkdwka ij fbìjn `ky akmi}iej} bja lkdaai}m{}}iej} ~liml lkdwka {} qe mefwdkqk qli} wseokmq }{mmk}}h{ddy ij qifk*

Db}q c{q jeq dkb}q ~k ~e{da di`k qe qlbj` e{s hbfidik} hes k|qkjaijn qlkis

}{wwesq*

Qli} wseokmq i} jeq qlk kjakbxe{s eh bjy ejk ijaixia{bd$ c{q i} qlk sk}{dq eh

xbd{bcdk qifk$ khhesq bja me&ewksbqiej eh ejk bja bdd eh {}* ]e$ ~k ~e{da di`k qe

bm`je~dkank kbml eqlks hes b nskbq qkbf~es`$ Qlbj` Ye{*

Fkfcks} eh nse{w=

Bjìqb Lbzbsi`b&;

Fej{ Ailijnib&==

Sbjobj ]lkqqy&12

Se}l @ Oey&11

]{lbjb @*S&;8


4/36


Qbcdk eh Mejqkjq}

K|km{qixk ]{ffbsy *************************************************************************************************************************************** ;

Ijaibj skqbid }kmqes ej qlk Hb}q qsbm` ******************************************************************************************************** ;

Mlbwqks 2? Nkjksbd Ijqsea{mqiej ******************************************************************************************************************* >

^ly I} b Feaksj Wsimk ]qsbqkny ]e Ifwesqbjq5 *************************************************************************************** >

Cbm`nse{ja qe qlk }q{ay ***************************************************************************************************************************

Mlbwqks ;? Sk}kbsml fkqleaedeny ************************************************************************************************************* 29

Sk}kbsml ak}inj ************************************************************************************************************************************** 29

Lyweqlk}i}*********************************************************************************************************************************************** 29

]bfwdijn ************************************************************************************************************************************************** 29

Qeed} hes abqb meddkmqiej ************************************************************************************************************************* 29

Hikda ~es` ************************************************************************************************************************************************ 37

Fkqlea} eh abqb bjbdy}i} ************************************************************************************************************************ 37

Mlbwqks 8? Abqb Bjbdy}i} ***************************************************************************************************************************** 32

Mlbwqks >? Hijaijn}$ }{nnk}qiej} bja skmeffkjabqiej} *************************************************************************** 3*= wksmkjq hsef 377;&373;1* Qlk

mefcijbqiej} eh sbwiady si}ijn le{}kleda ijmefk bja b sec{}qdy nse~ijn wew{dbqiej ~idd dkba qe

b }qsi`ijn ijmskb}k ij exksbdd mej}{fks }wkjaijn0 ~k heskmb}q qlbq bnnsknbqk mej}{fwqiej ij

Ijaib ~idd nse~ ij skbd qksf} hsef 2>qsiddiej Ijaibj s{wkk} qeaby qe =1qsiddiej cy 372; bja >7

qsiddiej cy 373;&b he{sheda ijmskb}k ,Fm@ij}ky ( mefwbjy$ Fby 377>)*

Ijaibj esnbjizka skqbidijn i} {jaks qsbj}iqiej qeaby$ csijnijn b deq eh mlbjnk} ij qlk

hesfbq eh skqbidijn$ qlk }lewwks} bsk kjoeyijn qlk wsixidknk eh }lewwijn qlk neea bja }ksximk} bq

xksy bqqsbmqixk wsimk}$ qlk ae} bja aej.q} bce{q ~eeijn m{}qefks} bja fb`ijn qlkf mefk cbm` qe

qlk }qesk}* [jhesq{jbqkdy$ ij Ijaib$ qlk bqqiq{ak qe~bsa skqbidijn lb} ckkj qlbq eh }wkjaijn fesk

ej mskbqijn ndiqzy e{qdkq} qlbj ej ewksbqiejbd khhimikjmik}* Qli} i} mlbjnijn bja skqbidks} bsk

ckmefijn b~bsk qlbq skqbid i} jeq o{}q bce{q ifbnk0 iq.} bce{q ckmefijn bj ewksbqiejbd }{wks}qbs &

qlbq.} le~ ye{ asixk ae~j ye{s me}q} bja fb`k ye{s wsehiq} ij b }iq{bqiej ~lksk ye{ lbxk hi|ka

FSW};* Qli} i} qlk mefwkqkjmy qlbq lb} fbak Wbjqbdeej skqbid Ijaib Difiqka} Cin Cbzbbs ejk eh

qlk cinnk}q lywksfbs`kq mlbij ~iql 229 Cin Cbzbbs }qesk} ij fesk qlbj >7 miqik} bmse}} Ijaib*

Hin{sk 2

1E{s heskmb}q eh NAW nse~ql i} aksixka hsef b fbmsekmejefim} feakd akxkdewka cy E|hesa Kmejefim}* [jdk}}*

[jdk}} eqlks~i}k jeqka$ nse~ql hin{sk} bsk skwesqka b} skbd mefwe{ja bjj{bd nse~ql sbqk ,MBNS) bja ql{} fby

bwwkbs }efk~lbq de~ks qlbq qlk jefijbd bxksbnk bjj{bd nse~ql qlbq bsk ehqkj skwesqka*;

Fb|if{f Skqbid Wsimk


7/36

Qlk skmiwk eh skqbid }{mmk}} Ij Ijaib>

Mlbwqks 2? Nkjksbd Ijqsea{mqiej

^ly I} b Feaksj Wsimk ]qsbqkny ]e Ifwesqbjq5

Qlksk i} }qsejn kfksnkjmk eh Ijaib }wkmihim skqbid hesfbq} issk}wkmqixk eh qlk }izk* Hes

k|bfwdk$ lywksfbs`kq}$ }{wksfbs`kq} es mejxkjikjmk }qesk} qlbq bsk kfksnijn ij Ijaib qeaby bsk

}wkmihimbddy ak}injka hes qlk Ijaibj mej}{fks* B }qesk ij Ijaib ~idd lbxk jej&xknkqbsibj }kmqiej

}kbdka&ehh hsef qlk sk}q eh qlk }qesk e{q eh sk}wkmq hes b nse{w eh mej}{fks}* ]wimk}$ xknkqbcdk}

bja nsbij} bsk }kkj }qbm`ka linl ij b }wkmibd }kmqiej* Skqbidks} ij Ijaib lbxk skbdi}ka qlk

skdkxbjmk eh ak}injijn bja k|km{qijn ~esda&mdb}} lywksfbs`kq hesfbq} ij Ijaib$ }wkmihimbddy

mbqksijn qe qlk Ijaibj mej}{fks ykq ehhksijn ~esda&mdb}} wsea{mq} bq wsimk} qlbq Ijaib mbj bhhesa

,IFBNK] H(S Sk}kbsml$ 3779)*

Qe }{sxixk bja qlsixk ij qlk linldy mefwkqiqixk skqbid ~esda$ skqbidks} f{}q ckmefk fesk

bqqkjqixk bja fkqim{de{} ~iql qlkis wsimijn* Fesk qlbj kxks ckhesk$ qlk hijbjmibd }{mmk}} eh

mefwbjik} }kddijn skqbid neea} akwkja} ej qlkis wsimk }qsbqkny* Mej}{fks} akfbja hbis wsimk} ij

k|mlbjnk hes qlkis c{}ijk}} bja bsk mej}qbjqdy mefwbsi}ej }lewwijn* îql qlk kxks&wsk}kjq

wsk}}{sk} hsef }lsijìjn fbsnij}$ si}ijn me}q}$ bja mefwkqiqiej$ ~ijjijn ij qlk skqbid bskjb qeaby

akfbja} wsimk }qsbqknik} qlbq skdibcdy bja hskr{kjqdy n{iak skqbidks} akmi}iej&fbìjn ,Hsbziks&

Medkfbj$ 377


8/36

Qlk skmiwk eh skqbid }{mmk}} Ij Ijaib

$ bja fbjy eqlks} bsk fb`ijn }injihimbjq ijxk}qfkjq} ij qli} }kmqesdkbaijn qe kfksnkjmk eh cin skqbidks ~le mbj cbsnbij ~iql }{wwdiks} qe skbw kmejefim eh }mbdk}$

lkjmk ai}me{jqijn i} ckmefijn bj bmmkwqbcdk wsbmqimk*

8Skdibjmk Fbsq% skdibjmk Hsk}l

>IQM& k mle{wbd

Hin{sk 3


9/36


Mlbwqks 3? Ijqsea{mqiej qe qlk wsecdkf

Qiqdk eh qlk }q{ay

Qlk skmiwk eh skqbid }{mmk}} Ij Ijaib* B }q{ay ej De~ wsimijn }qsbqkny bq Cin Cbzbbs b} b

skmiwk eh skqbid }{mmk}} ~lksk eqlks skqbid lywksfbs`kq} dbn ~iql de~ m{}qefks }bqi}hbmqiej *

]qbqkfkjq eh qlk wsecdkf

Iq i} {j`je~j? Le~ Cin Cbzbbs lb} babwqka qe de~ wsimijn }qsbqkny ~iql ijmskb}k ij

wsefeqiej} bja khhkmqixk m{}qefks} }bqi}hbmqiej$ qe akqksfijk ~lksk eqlks skqbid lywks fbs`ks}

dbn qe ijmskb}k m{}qefks }bqi}hbmqiej ~iql b }qsbqkny eh De~ wsimk*

Qlk exksbdd ecokmqixk i} qe ai}mexks qlk }qsbqkny {}ka hes de~ wsimijn bq cin cbzbbs bja~lksk eqlks lywksfbs`kq dbn} cklija

Ecokmqixk} eh qlk }q{ay

2* Qe akqksfijk le~ de~ wsimijn dij`ka qe m{}qefks }bqi}hbmqiej*3* Qe iakjqihy qlk bqqiq{ak eh Cin Cbzbbs} mefwkqiqixkjk}}*=* Qe iakjqihy qlk wsemk}} eh de~ wsimijn bq Cin cbzbbs*1*

^lbq i} qlk ijhd{kjmk eh wkewdk ~lidk }lewwijn bq Cin Cbzbbs5

;* ^ly m{}qefks} eh Cin cbzbbs ewq qe }lew bq Cin cbzbbs$ ~lkj mefwbska qe Eqlks}qesk}5

8* I} De~ wsimijn b mefwkqiqixk qeed ij }{mmk}} eh Cin cbzbbs5


10/36


]mewk eh qlk }q{ay

Linl dkxkd eh m{}qefks }bqi}hbmqiej qsbj}dbqk} ij qe we}iqixk ~esa eh fe{ql0 ]bqi}hbmqiej i}

aksixka hsef xbd{k ~liml ij q{sj i} ckjkhiq%wsimk* KADW< }knfkjq qsik} qe ifwsexk qlk xbd{k eh

wsea{mq }eda cy akmskb}ijn qlk wsimk*

C{q iq lb} mefk qe jeqimk qlbq mksqbij Lywksfbs`kq} ij qlk KADW }knfkjq lbxk jeq ckkj

bcdk qe wkshesf di`k Cin Cbzbbs* Qli} sk}kbsml ~e{da bssixk bq }efk skb}ej} eh }{ml aihhkskjmk

bja wsewe}k fkb}{sk} hes ifwsexkfkjq*

Qlk sk}kbsml lb} qlk weqkjqibd qe ifwsexk qlk b~bskjk}}$ heeqhbdd} bja qlksk cy wsehiq} eh

lywksfbs`kq} qlbq dbn ~iql b wskhkskjmk ej ifwsexijn m{}qefks }bqi}hbmqiej

Difiqbqiej} eh qlk }q{ayQlksk bsk qlskk difiqbqiej} qlbq jkka qe ck bm`je~dkanka bja baask}}ka sknbsaijn qlk

wsk}kjq }q{ay* Qlk his}q difiqbqiej i} b} qli} ckijn b mejxkjikjmk }bfwdk$ qlk bjbdy}i} fby jeq ck

b qs{k wimq{sk eh qlk qbsnkq wew{dbqiej*

Qlk }kmeja difiqbqiej lb} qe ck qlk wdbmk ~lksk qlk }bfwdk} bsk meddkmqka i*k*$ ij

Cbjnbdesk*

Qlk Qlisa difiqbqiej i} qlk Qifk mej}qsbij*

;7 fiddiej oeijq xkjq{sk* Qlk cinnk}q mlbddkjnk hbmijn qlk

Ijaibj esnbjizka skqbid }kmqes i} qlk dbm`

eh skqbid }wbmk* ^iql skbd k}qbqk wsimk}

k}mbdbqijn a{k qe ijmskb}k ij akfbja

hsef qlk Ijaibj esnbjizka skqbid }kmqes$ iq

i} we}ijn b mlbddkjnk qe iq} nse~ql* ^iql

Ijaibj skqbidks} lbxijn qe }lkdd e{q fesk

hes skqbid }wbmk iq i} khhkmqijn qlksk

exksbdd wsehiqbcidiqy ij skqbid*

2* Wbjqbdeej Skqbid?

Iq i} lkbar{bsqkska ij F{fcbi

~iql 1;7 }qesk} bmse}} qlk me{jqsy

kfwdeyijn fesk qlbj 2


13/36

Qlk skmiwk eh skqbid }{mmk}} Ij Ijaib2=

Lkbdql ( Ckb{qy mbsk }ksximk} ,]qbs$ ]iqbsb bja Lkbdql xiddbnk ij qlk wiwkdijk)$ k&qbidijn

,H{q{scbzbbs*mef)$ kjqksqbijfkjq ,Ce~dijn me*) ,IFBNK] H(S Sk}kbsml$ 377$ ;3$ 77 }r hq eh skqbid }wbmk ~iql b q{sjexks eh S} 8*>;

ciddiej* Qlk his}q Lywksmiqy ewkjka ij F{fcbi ij 3778 ~iql bj bskb eh 2$ 37$777 }r* hq* mdem`ijn

nse}} }bdk} eh S}* 2 ciddiej ij iq} his}q ykbs* Mse}}~esa csbja eh cee` }qesk}$ Lefk} }qew b }qesk

hes lefk }ed{qiej}$ Feqlksmbsk b mejmkwq }qem`ijn fksmlbjai}k skdbqka qe mlidambsk bsk bd}e

e~jka cy qlkf* Skmkjqdy$ Sblkob} lbxk }injka b Fe[ ~iql qlk Lefk Skqbid Nse{w eh [@ qe

kjqks ijqe b hsbjmli}k bssbjnkfkjq hes qlk Bsne} hesfbq} eh mbqbden{k ( ijqksjkq skqbidijn*

Qlk nse{w lb} bjje{jmka wdbj} qe k}qbcdi}l b jkq~es` eh ;; lywksfbs`kq} bmse}} Ijaib

~iql }bdk} k|wkmqka qe mse}} qlk []!277 fiddiej fbs` cy 3727* ,IFBNK] H(S Sk}kbsml$ 377


14/36


377>* Bjeqlks }{c}iaibsy$ Qiqbj Ija{}qsik}$ e~j} csbja} di`k Qiqbj$ qlk ~bqml eh Ijaib lb} 377

k|md{}ixk e{qdkq} qlk me{jqsy bja Qbji}lr$ qlk ok~kddksy csbja$ lb} k|md{}ixk e{qdkq}* Qlkis

mefcijka q{sjexks i} S} 8*;; ciddiej* Qskjq wdbj} qe ewkj 3> fesk }qesk} bmse}} iq} skqbid hesfbq}

baaijn 2*; fj }r hq eh }wbmk ij qlk jk|q 23 ADH fbdd}* ,IFBNK] H(S Sk}kbsml$ 377*

Bj IWE i} bd}e ij qlk ehhksijn$ ~iql k|wbj}iej qe 1;7 F{}im^esda$ ;7 ]wkjmks.} lywks e{qdkq}

mexksijn 1 fiddiej }r* hq* cy 3727* ,IFBNK] H(S Sk}kbsml$ 377 ciddiej ijxk}qfkjq ij mskbqijn skqbid jkq~es` ij qlk me{jqsy

ijmd{aijn 277 lywksfbs`kq} bja }kxksbd l{jaska }fbdd }qesk}* Qlky lbxk }injka b ;2?19 wksmkjq

oeijq xkjq{sk bnskkfkjq ~iql ^bd&Fbsq* ^bd&Fbsq ~idd ae qlk mb}l ( mbssy ~lidk Clbsqi ~idd aeqlk hsejq&kja* ,IFBNK] H(S Sk}kbsml$ 377 cj) qe }kq {w f{dqiwdk hesfbq} ~iql k|wkmqka }bdk} eh S} 97$777 msesk} ,!37 cj)

cy 3779&27* Qlksk bsk bdskbay fesk qlbj =77 Skdibjmk Hsk}l }qesk} bja qlk his}q Skdibjmk Fbsq

Lywksfbs`kq lb} ewkjka ij Blfbabcba* Qlk jk|q ejk} bsk }dbqka qe ewkj bq Obfjbnbs$ hedde~ka

cy fbsq} ij Akdli % JMS$ Lyaksbcba$ Xiobyb~bab$ W{jk bja D{alibjb*

>* BX Cisdb Nse{w

Qlky lbxk b }qsejn wsk}kjmk ij bwwbskd skqbidijn qlse{nl Fba{sb nbsfkjq} ~liml i}

}{c}iaibsy eh Baiqyb Cisdb J{xe Dqa* Qlky e~j csbja} di`k De{i} Wliddiwk$ Xbj Lk{}kj$ Bddkj


15/36

Qlk skmiwk eh skqbid }{mmk}} Ij Ijaib2;

]eddy$ Wkqks Kjndbja$ Qse{}ks qe~j* Ij eqlks }knfkjq} eh skqbid$ BX Cisdb Nse{w lb} bjje{jmka

ijxk}qfkjq wdbj} eh S} * ,IFBNK] H(S Sk}kbsml$ 377

fksmlbjai}ka mbqknesik} di`k kaicdk eid} bja abisy wsea{mq}* Qlk wsixbqk csbja} ij lefk bja

wks}ejbd mbsk }knfkjq wsea{mq} bsk MbskFbqk bja MdkbjFbqk* MbskFbqk i} wsk}kjq ij 2=

fksmlbjai}ka mbqknesik} bja MdkbjFbqk i} wsk}kjq ij 27 mbqknesik}* Qlk fe}q skmkjq baaiqiej qe

qli} wesqhedie eh wsixbqk csbja} i} ]bmlb csbja me&akxkdewka ~iql ]bmlij Qkja{d`bs* B his}q&eh&

iq} `ija csbja ij Ijaib$ ]bml lb} ckkj k|qkjaka bmse}} f{dqiwdk mbqknesik} ijmd{aijn `ia} ~kbs$

Hin{sk 1


16/36


fid`$ qeeqlcs{}l bja ceay ~b}l* Qlk mefwbjy i} bd}e ~es`ijn ej b wsixbqk csbja$ K`qbb qlbq

~idd ehhks }qbwdk} m{}qefizka qe skniejbd bja meff{jiqy wskhkskjmk}* ,Wbjqbdeej Skqbid BS&7


17/36

Qlk skmiwk eh skqbid }{mmk}} Ij Ijaib2>

Mlbwqks 1? Skxik~ eh Diqksbq{sk

Qlk Nskbq K|mlbjnk Ehhks

Cin Cbzbbs bjje{jmka Qlk Nskbq K|mlbjnk Ehhks ~iql b Csijn bjyqlijn eda bja qb`k

bjyqlijn jk~ mejmkwq ~liml }qbsqka hsef qlk 28ql eh Hkc 377< bq qlk Dbjafbs` }qesk* Qlk ehhks

~b} xbdia qidd qlk 28ql eh Fbsml 377< bq qlk }qesk* [jaks qlk k|mlbjnk ehhks$ eda nbsfkjq}$

{qkj}id}$ h{sjiq{sk$ wdb}qim ~bsk$ jk~}wbwks} es o{}q bce{q bjyqlijn ~b} ~kinlka bja xbd{ka bja

m{}qefks} ~ksk nixkj k|mlbjnk me{wej}* Qlk m{}qefks me{da skakkf qlk me{wej} ckhesk qlk a{k

abqk ej qlk mejaiqiej qlbq lk%}lk }lew} he{s qifk} qlk xbd{k eh qlk me{wej* Qlksk ~ksk bd}e aiskmq

k|mlbjnk} ej fecidk} bja kdkmqsejim neea} a{sijn qlk wksiea ~iql bqqsbmqixk ai}me{jq} ej jk~

w{smlb}k}* Qlk}k k|mlbjnk xbd{k} ~ksk he{ja qe ck bdfe}q 1 qe ; qifk} linlks qlbj qlk seba }iak

`bcbsi ~bdb* Hes qlk mej}{fks$ qli} ehhks bifka bq lkdwijn qlk le{}k~ihk mdkbj e{q qlk o{j`

~lidk nkqqijn b neea xbd{k hes iq* Qlk me{wej} bxbidka cy qlk m{}qefks ~ksk kr{ixbdkjq qe b 3;+

ai}me{jq ej wsea{mq} qlbq me{da ck w{smlb}ka {jaks qli} ehhks* Hes Cin Cbzbbs$ qli} wsefeqiej

mbfwbinj lkdwka cee}qijn }bdk} a{sijn qlk wksiea eh Hkcs{bsy bja Fbsml b} iq lb} ckkj jeqimka

qlbq qlk}k fejql} bsk a{dd fejql} hes mej}{fks c{yijn* ,377>)

^kajk}aby CbzbbsLbhqk `b }bc}k }b}qb aij

27

Ij Obj{bsy 377>$ Cin Cbzbbs ijqsea{mka b ^kajk}aby Cbzbbs mejmkwq mbddka Lbhqk @b

]bc}k ]b}qb Aij ~iql qlk bif qe nixk lefkfb`ks} qlk we~ks qe }bxk qlk fe}q ej qli} aby eh qlk

~kk`* ^kajk}aby Cbzbbs ehhks} mdeqlk}$ bmmk}}esik} bja hb}liej ok~kddksy bja wks}ejbd mbsk

27Qlk mlkbwk}q aby ij qlk ^kk`


18/36

Qlk skmiwk eh skqbid }{mmk}} Ij Ijaib2*


20/36


Hikda ~es`

Qlk hikda ~es` ~b} aejk r{iqk mb}{bddy a{sijn hskk qifk bja ~b} meja{mqka ej 39 ql eh

Jexkfcks 3779 bq Cin Cbzbbs @esbfbjnbdb Lywksfbs`kq$ bja bj ejdijk }{sxky qlbq ~b} aejk

qlse{nl ~~~*r{k}qiejwse*mef b} b [SD23 b} lqqw?%%cincbzbbs*r{k}qiejwse*mef }qbsqka ej 39ql

Jexkfcks 3779 bja kjaka qlk r{k}qiejjbisk ej 2}q eh Akmkfcks 3779*

Aihhim{dqik}? Qlk nse{w mej}i}qka eh ; fkfcks} }ijmk ~k lba ejdy ejk @bjjbab }wkb`ijn

fkfcks ij qlk nse{w$ }e hes }efk wbsqim{dbs sk}wejakjq qlk qifk mej}{fka ~b} fesk* Ij }efk

mb}k} ~k ~ksk nkqqijn }efk mejqsbaimqesy bj}~ks} ~liml }kkfka qe }le~ qlbq qlky ~ksk qsyijn

qe nkq exks ~iql qlk ijqksxik~ b} }eej b} we}}icdk*

K|wksikjmk? ^k neq qe `je~ le~ qlk Aees qe aees }bdk}fkj finlq ck hbmijn ~lkj qlky

bsk q{sjka b~by hsef qlk nbqk iq}kdh ~lidk fbs`kqijn qlkis wsea{mq}$ ij fbjy mb}k} iq ~b} hkdq qlbq

~lkj b mej}{fks ~b} mejh{}ka b} qe b wbsqim{dbs sk}wej}k ~lkj lk%}lk {}{bddy sk}wejaka ~iql

qlk }bfk bj}~ks qlbq qlk }{sxkyes lijqka e{q*

Fkqlea} eh abqb bjbdy}i}

^k ~idd bjbdy}k qlk abqb bce{q le~ wsimijn ij skqbid lywksfbs`kq qb`k} wdbmk$ qlk }q{ay

mejmkjqsbqk} ej }qesk cb}ka Wsimijn$ ]efk bjbdy}i} ijmd{ak$

2* Wsefeqiej khhkmqixkjk}} bjbdy}i}3* De~ wsimijn khhkmqixkjk}} Bjbdy}i}=* Mbqknesy bja Csbja Ayjbfim}1* Bqqsbmqixkjk}} wsimijn }qsbqkny ~iql m{}qefks }bqi}hbmqiej bjbdy}i}*;* Wksmkwqiej eh m{}qefks qe~bsa} de~ wsimijn*Qbc{dbqiej b} ~kdd b} aibnsbf skwsk}kjqbqiej eh qlk }bfk ~idd ck aejk*

23[jihesf Sk}e{smk Dembqes


21/36


Mlbwqks 8? Abqb Bjbdy}i}

Ij bdd$ e{s nse{w fkfcks} b} b wbsq eh qlk }{sxky fkq 31 sk}wejakjq} bja qlk eqlks 38

sk}wejakjq} lbxk hiddka ejdijk }{sxky lksk i} }ifwdk Mefwe}iqiej b} qlk hedde~ijn }le~} qlk

ai}qsic{qiej eh qlk wkewdk ijqksxik~ka*

17+

87+

]k|

Fbdk

Hkfbdk

]bfwdk ]izk 6;7

3231

12

Bnk? 2


22/36


]q{akjq

3

21+

38+

Ae ye{ ]lew bq cin cbzbbs5

Yk}

Je


23/36

Qlk skmiwk eh skqbid }{mmk}} Ij Ijaib3=

E{s }{sxky mefwsi}ka eh 9 r{k}qiej} hes qlk sk}wejakjq} ~lidk bjbdy}ijn qlk abqb

meddkmqka hsef qlk}k sk}wejakjq}$ ~k cb}imbddy iakjqihy }efk ifwesqbjq b}wkmq} b} b}`ka$ ~liml

lywksfbs`kq} ae ye{ }lew bq5 Bja qe sbj` bmmesaijndy ,Sbj` Bmmesaijndy 2 fe}q ( ; Dkb}q)*

Eh qlk ;7 sk}wejakjq} =3+ eh sk}wejakjq} lbxk sbj`ka Cin cbzbbs Je&2$ 37+ hes qeqbd bq Je&3$

2

=32 =

1

7

< 33 2;

1

2;2 9 >

3=

7+

37+

17+

87+


24/36


Bhqks dee`ijn bq qlk hskr{kjmy eh xi}iqijn qlk }qesk} lksk iq i} je~ qe hem{} ej ~lbq ae

qlky c{y bq Cin Cbzbbs$ bja bdfe}q bdd qlk sk}wejakjq} lbxk bj}~kska qli} r{k}qiej$ bja ij eqlks}

qlk fboesiqy eh qlkf }lew Fkaimijk*

Fboes ijhd{kjmk ~lidk fb`ijn qlk w{smlb}k* ^lidk meja{mqijn qlk }{sxky$ wks}ejbd

k|wksikjmk eh bqqsbmqka qe~bsa} Cin Cbzbbs bdejn ~iql fbjy eqlks} wsimk ~b} qlk ifwesqbjq

hbmqes bja qlk xbsikqy eh mleimk$ bja qlk sk}wejakjq} bnskk qlbq Cin Cbzbbs ae jeq ehhks r{bdiqy*

38

28

27

>

27

>;

27

~lbq i} w{smlb}k5

2737

21;

2

3=22

23

1

7

2222 2;

2=

7

8

2 3 = 1 ;

^lbq bqqsbmq} qe Cin Cbzbbs

Xbsiqy eh mleimk Wsimk Bxbidbcidiqy eh Wsea{mq Ai}me{jq} R{bdiqy


25/36

Qlk skmiwk eh skqbid }{mmk}} Ij Ijaib3;

8* Mlee}ijn qlk fe}q bwwsewsibqk ewqiej

Cin Cbzbbs nixk} xbd{k hes fejky$ qlk m{}qefks} wskhkskjmk bja wksmkwqiej ~liml baa}

b} b mbqbdy}q qe qli} }q{ay b} qlk cklbxie{s es ijhd{kjmk i} b fboes akmi}iej*

[}{bddy ~lkj qlk sk}wejakjq} lbxk bnskka ~iql qlk Wsimk ~liml lbxk b l{nk ijhd{kjmk ij

c{yijn qlkj Ehhks} bja ai}me{jq lbxk qlk }bfk `ija eh khhkmq*

8

2

8

=3

;

]qsejndy Ai}bnskk

Ai}bnskk

[jakmiaka

Bnskk

]qsejndy Bnskk

Cin Cbzbbs nixk} xbd{k hes Fejky

]ksik}2

7

]qsejndy Ai}bnskk

Ai}bnskk

[jakmiaka

Bnskk

]qsejndy Bnskk

Ehhks} bja Ai}me{jq} bsk Nkj{ijk


26/36


^lkj b}`ka qlk sk}wejakjq} bce{q qlk r{bdiqy qlbq }bqi}hik} qlkf ~liml i} w{smlb}ka hsef

Cin Cbzbbs$ fe}q eh qlk sk}wejakjq} hkkd qlbq qlk Kdkmqsejim wsea{mq} bq cin cbzbbs }le{da ck

ifwsexka*

]lewwijn bq Cin Cbzbbs i} mejxkjikjq$ bdfe}q ;1+ eh qlkf bnskk bce{q qlk mejxkjikjmk

eh }lewwijn ~liml i} b fbij hem{} ej qlk bfcikjmk*

7 ; 27 2; 37 3;

]qsejndy Ai}bnskk

Ai}bnskk

[jakmiaka

Bnskk

]qsejndy Bnskk

]qsejndy

Ai}bnskkAi}bnskk [jakmiaka Bnskk

]qsejndy

Bnskk

]ksik}2 = 33 2; 27 7

R{bdiqy

7 ; 27 2; 37 3; =7

]qsejndy Ai}bnskk

Ai}bnskk

[jakmiaka

Bnskk

]qsejndy Bnskk

]qsejndy

Ai}bnskkAi}bnskk [jakmiaka Bnskk

]qsejndy

Bnskk

]ksik}2 2 < 27 3> 1

Mejxkjikjq


27/36

Qlk skmiwk eh skqbid }{mmk}} Ij Ijaib3>

Qli} r{k}qiej ~b} b}`ka qe qlk sk}wejakjq} qe hija e{q ~lkqlks qlky mlee}k qlk jkbsk}q

}qesk es Cin Cbzbbs$ c{q qlk ewqiej ~k lba mdkbsdy }le~ka qlbq ;7?;7 mefcijbqiej b} sk}wejakjq}

bnskk es ai}bnskk*

Wbsqim{dbsdy ij qli} r{k}qiej lba bj ijhd{kjmk ej qlk cklbxie{sbd wbqqksj eh qlk

sk}wejakjq} ~lbq qlky wskhks fe}q ~lkj mefwbska qe eqlks Lywksfbs`kq}*

]qsejndy

Ai}bnskk

27+

Ai}bnskk

=1+

[jakmiaka

21+

Bnskk

=1+

]qsejndy

Bnskk

27>

22

Cin Cbzbbs ~lkj mefwbsk qe Eqlks }qesk}

]bqi}hika Jk{qsbd Ai}}bqi}hika


28/36

Qlk skmiwk eh skqbid }{mmk}} Ij Ijaib3? Hijaijn}$ }{nnk}qiej} bja skmeffkjabqiej}

Hijaijn}

Cin Cbzbbs kjoey} b neea csbja ifbnk$ k}wkmibddy a{k qe iq} skw{qbqiej eh

mejhesfijn qe wsimk ij qlk Ijaibj Lywksfbs`kq$ qlk }qesy abqk} cbm` qe qlk qifk ~lkj qlksk ~ksk

jeq fbjy lywksfbs`kq} ij qlk ija{}qsy bja Cin Cbzbbs ~b} ejdy }{ml csbja ~liml neq l{nkdy

wew{dbs k}wkmibddy a{k qe iq} wsimk bja neea r{bdiqy dkxkd}* C{q dbqkdy iq lb} ckkj jeqimka qlbq*

2* Qlk mefwkqiqiej i} }qkbaidy ijmskb}ijn3* Qlk dkxkd eh m{}qefks }bqi}hbmqiej ~iql qlk r{bdiqy eh wsea{mq} i} akmskb}ijn*=* Qlk }qesk} bsk mse~ka bja qlk bfcikjmk fb`k} iq {jwdkb}bjq qe }lew*1* Ckmb{}k eh qlk mejxkjikjmk eh dembd }qesk}$ sk}wejakjq} wskhks jkbscy }qesk}*;* Qlk dkxkd eh mefwkqiqixkjk}} i} linlks ~lkj mefwbska qe eqlks lywksfbs`kq} ~iql bj

b}wkmq eh sbj`ijn qlk lywksfbs`kq}*

8* Sk}wejakjq} hkkd qlbq qlky nkq xbd{k hes fejky bja qlk ai}me{jq} bsk nkj{ijk bq cincbzbbs }e qlky }lew bq qli} lywksfbs`kq$ bja qli} i} qlk fbij b}wkmq ~ly qlky wskhks qe

}lew bq Cin Cbzbbs*

>* Hsef qlk bcexk sk}kbsml ~k mdkbsdy hkkd qlbq qlk mefwkqiqixk qeed bq Cin cbzbbs i} Wsimk$b} bdfe}q bdd qlk sk}wejakjq} hkkd qli} i} b mlkbwk}q fbsq$ bja Cin cbzbbs lbxk b

mefwkqiqixk kank eh wsimk mefwbska qe eqlks lywksfbs`kq}*

]{nnk}qiej}Qlksk ~ksk }efk ijqksk}qijn }{nnk}qiej} hsef qlk sk}wejakjq} }e lksk bsk }efk

Cin cbzbbs f{}q his}q qsy bja bqqsbmq linl kja m{}qefks}* Sinlq je~ iq i} bqqsbmqijn o{}q

bce{q fiaadk mdb}} wkewdk bja fby ck aeijn skb}ejbcdy ~kdd ij c{}ijk}}* Iq }le{da lbxk xksy

linl }qbjabsa r{bdiqy wsea{mq} bja }qbsq qbsnkqijn {wwks fiaadk mdb}} m{}qefks}*


29/36


Iq }le{da ck b mejxkjikjq }lewwijn ak}qijbqiej* & ]bjniqb wbd

[}k fesk xbsikqik} eh wsea{mq}***

Ifwsexk qlk r{bdiqy eh qlk kdkmqsejim wsea{mq} }eda*

Lbxk fesk fbdd} mde}ks qe lefk*

Fb`k qlk k}mbdbqes} ~es` kxkj ej ~kk`aby}*

Ifwsexk qlk r{bdiqy bja Akmskb}k qlk wsimk

Lbxk b neea }qesk bssbjnkfkjq ,ai}wdby eh qlk wsea{mq)$ bfcikjmk }le{da ck }qbjabsa*

Iq mbj lbxk b ckqqks bfcibjmk bja fesk }wbmk qe fexk bse{ja bdd qlk mkjqsk} bsk

exksmse~aka ~iql qlijn} qlbq i} qlk skb}ej0 I aejq di`k qe }lew qlksk*

Fb`k mlbjnk} sknbsaijn iq} dembqiej$ neea ai}me{jq} }le{da ck ehhkska

Qlk}k ~ksk }efk eh qlk }{nnk}qiej} nixkj cy qlk sk}wejakjq} bja fe}q eh qlk }{nnk}qiej}

bsk nixkj hes qlk r{bdiqy bja qlk }ksximk dkxkd$ dembqiej$ Ql{} iq i} jkmk}}bsy qe mefk e{q ~iql

fesk r{bdiqy wsea{mq} bja b~bskjk}} hsef qlk baxksqi}ijn ~liml ae jeq lbfwks qlk r{bdiqy

b}wkmq eh Cin cbzbbs$ bja ~k qlij` Cin Cbzbbs }le{da ne hes }qsijnkjq r{bdiqy mlkm`}*


30/36

Qlk skmiwk eh skqbid }{mmk}} Ij Ijaib=7

Mlbwqks


31/36


27*Sk}wejakjq} bsk }bqi}hika ~iql qlk wsimk hbmqes eh Cin Cbzbbs$ ~iql sk}wkmq qe wsefeqiejbja baxksqi}ijn$ r{bdiqy$ mejxkjikjmk qlky hkkd qlbq qlky bsk jk{qsbd$ ~iql sk}wkmq qe

wsea{mq bxbidibciqy$ dembqiej qlky qlij` qlky bsk }bqi}hbmqesy*

Hsef qlk bjbdy}i} eh e{s hijaijn} ~k lbxk mefk qe qlk mejmd{}iej qlbq Cin Cbzbbs aia

kjoey b fejewedy ij qlk fbs`kq b} qlk his}q fexks ij qlk lywks fbs`kq bskjb* C{q b} }de~dy

mefwkqiqiej cknbj qe ijmskb}k qlkis baxbjqbnk b} qlk his}q fexks cknbj qe akmdijk* Je~ mej}{fks

wksmkwqiej eh Cin Cbzbbs i} qlbq eh b }qesk qlbq ehhks} de~ wsimk c{q bq b a{cie{} r{bdiqy* Wkewdk

lbxk }qbsqka wskhkssijn eqlks lywksfbs`kq} ckmb{}k eh ckqqks }lewwijn k|wksikjmk* ]ijmk wkewdk

}wkja b deq eh qifk }lewwijn$ qlky ~e{da di`k qlk k|wksikjmk qe ck fesk kjoeybcdk bja

mefhesqbcdk*

Qlk dembqiej} eh qlk lywksfbs`kq} bd}e akmiak qlk dkxkd eh heeqhbdd} eh qlk fbs`kq b}

wkewdk wskhks qe }lew bq qlk jkbscy `isbjb }qesk qlbj qsbxkd dejn ai}qbjmk} hes b lywksfbs`kq*

Lkjmk qlk}k fbs`kq} }le{da ck dembqka jkbs linl akj}iqy sk}iakjqibd bskb}*

Qlksk lbxk ckkj }{nnk}qiej} hes Cin Cbzbbs hes ifwsexkfkjq* ]efk eh qlk}k ijmd{ak

ifwsexijn qlk r{bdiqy eh wsea{mq} }e b} qe skqbij m{sskjq m{}qefks} bja csijn ij qlk linlks

fiaadkmdb}} qe }lew qlksk* Qlkj b deq eh sk}wejakjq} lbxk fkjqiejka bce{q qlk dbm` eh kb}k eh

}lewwijn ij qlk }qesk}* Bj exkssiaijn mejmksj ~b} r{bdiqy bja bfcikjmk eh qlk }qesk*


32/36


Cicdiensbwly

,377>$ Obj 2;)* Skqsikxka hsef lqqw?%%ijaib*skqbidfbjqsb*mef%377>%73%cin&cbzbbs&nskbq&k|mlbjnk&

ehhks*lqfd

bho`cb`hc*ohockc*

BQ`kbsjky* ,377&ij&hy79&ak}wiqk&}de~&ija{}qsy&nse~ql%77%11%8=218%ej

MII & B*Q*@kbsjky* ,377


33/36

Qlk skmiwk eh skqbid }{mmk}} Ij Ijaib==

BJJK\[SK


34/36


R{k}qiejjbisk ej M{}qefks Wksmkwqiej eh Cin Cbzbbs

Nskkqijn}$

^k$ qlk }q{akjq} ehIHIF C[]IJK]] ]MLEED$ bsk meja{mqijn b }{sxky qe hija e{q qlk

}lewwijn k|wksikjmk bq Cin Cbzbbs*Qlk hiddijn {w eh qli} r{k}qiejjbisk ~idd db}q bwwse|ifbqkdy < fij{qk}$ bja qlk

ijhesfbqiej wsexiaka ij qli} r{k}qiejjbisk ~idd ck `kwq mejhiakjqibd*

WBSQB

2* ^liml lywksfbs`kq ae ye{ }lew bq5 ,Sbj` Bmmesaijndy2 fe}q ( ; Dkb}q)Qeqbd

Cin Cbzbbs

]wbs

Skdibjmk Fbsq

Qbqb ]qbs Cbzbbs

3* Ae ye{ }lew bq Cin Cbzbbs5Yk} Je ,Ih je$ ne qe wbsq&C)

=* Le~ ehqkj ae ye{ }lew bq Cin Cbzbbs5^kk`dy

Hesqjinlqdy

Fejqldy

Ejmk ij = fejql}

4 = fejql}

1* ^lbq ae ye{ w{smlb}k bq Cin Cbzbbs5 ,Qim` ~limlkxks bwwdimbcdk)Heea ( Nsemksy

Mdeqlijn

@iqmlkj~bsk

@ia}&qey}

Kdkmqsejim Iqkf}


35/36

Qlk skmiwk eh skqbid }{mmk}} Ij Ijaib=;

Heeq ~bsk

H{sjiq{sk%lefk h{sji}lijn

Eqlks} wdkb}k }wkmihy?

;* ^lbq bqqsbmq} ye{ qe Cin Cbzbbs5 ,Sbj` 2 linlk}q ( ; de~k}q)Xbsiqy eh mleimk

Wsimk

Bxbidbcidiqy eh Wsea{mq

Ai}me{jq}

R{bdiqy

8* Mlee}k qlk fe}q bwwsewsibqk ewqiej$]qbqkfkjq} ]qsejndy

Bnskk

]efk~lbq

Bnskk

Jk{qsbd ]efk~lbq

Ai}bnskk

]qsejndy

Ai}bnskk

Cin cbzbbs nixk} xbd{k hes Fejky

Ehhks}%ai}me{jq} bq Cin Cbzbbs bsknkj{ijk

R{bdiqy eh qlk wsea{mq} w{smlb}kabq Cin Cbzbbs$ ]bqi}hik} ye{*

]lewwijn bq Cin Cbzbbs i}mejxkjikjq

Ye{ wskhks qlk jkbsk}q }qesk qlbj

Cin Cbzbbs*

>* Ye{s ewijiej eh Cin Cbzbbs ~lkj ye{ mefwbsk ~iql eqlks }qesk}5Wbsbfkqks} ]bqi}hika Jk{qsbd Ai}}bqi}hika

Wsimk

Wsefeqiej% Baxksqi}ijn

R{bdiqy

Mejxkjikjmk

Wsea{mq Bxbidbcidiqy

Dembqiej

WBSQC


36/36

Mejxkjikjmk R{bdiqy Wsea{mq Bxbidbcidiqy

Bfcikjmk Wsimk

Bjy Eqlks skb}ej ,Wdkb}k }wkmihy)?UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

9* Qe fb`k Cin cbzbbs b hbxesiqk }lewwijn ak}qijbqiej iq mbjUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

WBSQM ,Wks}ejbd Akqbid})

Jbfk ,Ewqiejbd)? UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

Nkjaks? Fbdk Hkfbdk

Bnk? 2

The Recipe of Retail Sucess in India

Documents

Transcript of The Recipe of Retail Sucess in India