The Hindu Business Line : Future Group entering marriage services sector

Mumbai, Oct 8 The Future Group is planning to enter the largely unorganised marriage market with a retail service under the brand – ‘Vivah’ – at its Big Bazaar stores. A pilot project is being initiated at a couple of its stores initially with a marriage service desk which would provide marriage related products and services.

Mr Rajan Malhotra, CEO, Big Bazaar, told Business Line, “Being mass retailer, it was an opportunity for us as marriage is estimated to be a Rs 20,000 crore industry. There are already a lot of brands meant for the marriage market and we would be the first organised retailer to get into this business.”

From providing marriage related financial services to arranging honeymoon travel, Big Bazaar is expected to draw synergies from the Future Group’s other businesses to make a foray into this lucrative market.

So while Future Money – the retail financing arm of the Future Group would be roped in to provide financial services, Star & Sitara, its beauty and wellness services brand would offer bridal makeup services. For travel related services, Cleartrip.com, its travel partner, is creating special travel packages for marriage related travel.

Added Mr Rituraj Verma, Chief Manager, Customer Insights, Future Group, “From giving products ranging from gifting to rituals, we would also be helping in locating marriage partners by tying up with a matrimonial site at a later stage.”

Customised offerings

Catering to the masses with its products and services, ‘Vivah’ is expected to customise its offerings depending on the region and its customs. “We would basically help in making life simple for the bride’s father by organising a range of products and services. In fact, we might also graduate to entertainment-based services for theme-based weddings, ” claims Mr Verma.

However, in every region and city, Big Bazaar is expected to have separate tie ups with the local vendors to cater to the different services which could range from arranging marriage halls to hiring decorators for the event. “We would have services level agreements with a host of local parties in every region. After all, there has to be customisation and different communities need different services and products for the wedding,” says Mr Verma.

Besides, financial services related to marriage expenses would also be taken care of by the retailer. A zero interest finance scheme would be provided by Future Money and the loan would vary from small to large amounts. “We would take care of almost everything related to the marriage except bridal wear,” states Mr Verma.

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