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Wednesday, May 14, 2008
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Marketing - Retailing
‘Ability to differentiate will be key to retailers’ success in India’

— Ramesh Sharma

Mr Rajeev Karwal, Founder & CEO, Milagrow (left), with Mr Vinod Sawhny, President & Chief Operating Officer, Bharti Retail, at a retail seminar in the Capital on Tuesday.

Our Bureau

New Delhi, May 13 The ability to differentiate will determine the success of a retailer in India. The retail industry is promising and the sector should focus more on supply chain constraint, issues relating to storages and distribution to come out of its teething stage, experts here said today.

Speaking at the retail conference on ‘Transforming Retailing in India’, organised by the Confederation of Indian Industry, Mr Vinod Sawhny, President and Chief Operating Officer, Bharti Retail Pvt Ltd, said: “India will emerge the sixth largest market by 2012 because of income and population growth and saving behaviour”.

He stressed that the sector will grow on the strength of the rising purchasing power of the consumer, which will mainly come from the services sector.

He also observed that in the future, private labels will constitute a large chunk of the organised label.

Dr Ira Kalish, Director, Deloitte Research, said the retail evolution in India is still in a nascent stage, “while Indian retail market is promising, it has a long way to go to make a mark on the global level”. Speaking on the development of retail across the world, he said, “Though a number of retailers from emerging markets are doing well, no Indian player figures on the list of top 10 Asia-Pacific retailers. India will be an attractive market despite its complexities and marketers need to adapt to Indian realities. Ability to differentiate will determine the success of a retailer,” he said.

Mr Rajeev Karwal, Founder & CEO, Milagrow, said, “Consumers are more prepared than retailers for organised retail. Retail is undergoing transformation, but we need to keep the typical Indian buyer in mind while chalking out strategy.”

Assuaging doubts on the future of kirana stores, he said, “If organised retail can grow at 30 per cent, mom-and-pop stores should also expect a 20 per cent growth.”

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