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Debdatta Das

"Last year, we garnered around Rs 43 crore from 24 Big Bazaar outlets during the three days."

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New Delhi Jan. 26 It's that time of the year for Big Bazaar, the hypermarket arm of the Future Group, when it leaves no stones unturned in spreading its largesse, with its special `Maha Savings 3 days' offer from 26-28 January.

The three days, termed as `sabse saste 3 din', will offer products across categories such as apparels, furniture, electronics, utensils and food products at the lowest possible prices, coupled with attractive promotional schemes. Some of the most attractive offers being a 20-litre branded microwave oven with grill for Rs 2,499, jeans and trousers for Rs 199 and HCL laptops for Rs 22,990."Last year, we garnered around Rs 43 crore from 24 Big Bazaar outlets during the three days. Though it would be a little difficult to estimate the exact amount to be made this year, we are expecting around a million footfalls from all the Big Bazaar and Food Bazaar stores," Mr Rajan Malhotra, Head, Big Bazaar Category, Pantaloon Retail (India) Ltd.

However, keeping in mind the fiasco last year at its store in Ahmedabad, which resulted in a stampede, the company is taking no chances this year round. "We have learnt our lessons from the previous year and have taken several initiatives to ensure what happened last year is not repeated. Inside the outlets, we have added 250 cash counters at each of the 43 Big Bazaar stores across the country, for faster billing processes. We have also de-congested the stores by rationalising the counters that we thought weren't very significant, thereby creating bigger aisles for moving around," said Mr Malhotra.

Besides, the company is also providing police patrols across the 43 outlets, alongside provisions of ambulances, water and snacks to customers and live music to pep people up.

On the advertising front, the company did 365-degree advertisement well before the three days. Mr Malhotra said, "Unlike last year, we have gone the full stretch, advertising and creating awareness of our special three-day offer not only on television, but also through newspapers, SMS and pamphlets. In fact, we had 2,700 spots booked for television ads this time." The company's creative agency is Mudra and its release agency is Star Comm.

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