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G. Chandrashekhar

Mumbai, Aug 22

It is an experiment a small section of the Mumbai-based retail traders have decided to conduct; and the chances of success are rated high. It is also something that can be replicated by small-time local traders in different parts of the country and across major food commodities.

The Mumbai Mewa Masala Merchants Association, a little known trade body outside of the city’s trading hotspots, comprises about 60 traders dealing mainly in dry fruits, with retail outlets in Masjid Bunder area, a few minutes drive from downtown Fort area.

For the first time, the association is launching what it calls a mega shopping festival to aggressively sell dry fruits over an extended period of over ten weeks (August 25 till November 14) to coincide with the series of major festivals such as Ganesh Chathurthi, Navrathri and Diwali, when demand for dry fruits expands manifold.

Why a festival this year? What prompted this change among the staid set of shopkeepers? The answer is: Malls. Clearly, small-time dry fruit retailers perceive the mushrooming shopping malls in the city as a threat to their trade; and a shopping festival is one sure way to attract customers and promote sales.

Indeed, traditional retail traders in dry fruits business argue that they are better equipped than malls to meet all the specific needs of discerning customers because of the personalised service and the wide variety of items (different qualities, grades, sizes, prices) on sale. On the other hand, malls display limited range of goods.

Importantly, the customer at the mewa festival is assured of lower prices than at the malls. The association members offer dry fruits at prices said to be 30 per cent lower than at malls.

Talking to Business Line, the association spokesman, Mr Yogesh Ganatra, said established retailers were keen to compete in the marketplace on merits. “We have various grades of a wide variety of dry fruits, and customers are a ssured of personalised service. Our margins may be under pressure because of competition; but we want to convert the traditional retail shopping experience into a more pleasant and friendly one,” he asserted.

The Masjid Bunder market itself is almost 200 years old, and was until recently the wholesale market for several commodities. To decongest the city, most wholesale markets were shifted to Vashi (Navi Mumbai) a few years ago.

The 60-odd mewa (dry fruit) merchants who have been in this business for decades have decided to be aggressive in their sales pitch. Customer trust and confidence they have earned over the years will stand them in good stead, they believe.

Quite apart from festive looks, the shops have got because of colourful decoration, there will be lucky draws and cash prizes to woo customers.

Interestingly, the association has also managed to tie-up sponsorships for the festival as a large outturn of customers is expected.

The Masjid Bunder mewa festival offers something for traders in other cities to learn from. Traditional retail or street-corner mom-and-pop shops fear that the onslaught of shopping malls would rob their livelihood opportunity.

If traders are united and are determined to offer better services than a nearby mall, there is no reason why they will not succeed.

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