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Till 1980s, India knew only kirana stores. Things started to change slowly after that, with companies like Bombay Dyeing, Raymond's, S Kumar's and Grasim opening their company owned outlets. Later on, Titan, maker of premium watches, successfully created an organized retailing concept in India by establishing a series of elegant showrooms.
In recent years in line with the global retail scenario, India has seen different retail formats being experimented with.
2. Retail Formats
Broadly, the organized retail sector can be divided into 2 segments.
In-store Retailers: Operate through fixed point of sale outlets located and designed to attract a high volume of walk-in customers. Also referred to as brick-and mortar format.
Non-store Retailers: Reach out to the customers at their homes or offices through direct selling, tele marketing and e-commerce.
Major formats of In-store retailers have been listed in Table below: -
| Format |
Description |
Value Proposition |
| Branded Stores |
Exclusive showrooms either owned or franchised out by a manufacturer. |
Complete range available for a given brand, Certified product quality. |
| Specialty Stores (Multi-Brand) |
Focus on a specific consumer need, carry most of the brands available. |
Greater choice to the consumer, comparison between brands possible. |
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* Contributed by -
Harmesh Mehrotra & Manu Arora,
MBA (IB) 2004-2006,
School of International Business,
Indian Institute of Foreign Trade, New Delhi.
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