Images Retail - - MARKET DYNAMICS -

Anand World is a first-of-its-kind world class gar­ments mall in Sam­balpur, Odisha. The three-storey mall to­day, started off as a small 400 sq. ft. store in 1984 called Anand Col­lec­tion. A sec­ond 600 sq. ft. ready­made store soon fol­lowed, and by 2004, the brand launched Anand World, which cov­ers an area of around 5,20,000 sq. ft. “Anand World be­came the first big re­tail out­let in Sam­balpur. The idea was to bring Mum­bai to our con­sumers in Sam­balpur. We wanted to pro­vide the best of fash­ion trends to our con­sumers. We hired renowned ar­chi­tects, in­stalled the finest art pieces from the state into the out­let and set about rop­ing in some of the best ap­parel brands in this part of the world in­clud­ing Zo­diac, Louis Philippe, Black­berry, Park Av­enue, Le­vis, Killer, Wood­land, Revlon and adi­das,” says Anand Agar­wal, Man­ag­ing Di­rec­tor, Anand World.

Growth rate

“The com­pany wit­nessed a very high growth rate of 30 per­cent in the be­gin­ning which has un­for­tu­nately gone down to 18 per­cent mostly be­cause of lack of in­no­va­tion espe­cially since con­sumer de­mands are evolv­ing very fast. The pop­u­la­tion of Sam­balpur is around 2 lakh, which means our tar­get au­di­ence is fixed in terms of num­ber, a dis­ad­van­tage for us. We also lost some of this growth to new com­peti­tors and e-com­merce. We are look­ing to in­no­vate and pro­vid­ing con­sumers with new ex­pe­ri­ences and lat­est trends to pull up this growth rate,” adds Agar­wal fur­ther.

Re­tail In­dus­try

The Odisha re­tail mar­ket in par­tic­u­lar is a con­ser­va­tive one. Cus­tomers want value for money – some­thing which has proved to be a mas­sive chal­lenge for big­ger re­tail play­ers in the coun­try, strug­gling to un­der­stand con­sumer psy­che and make an im­pact in smaller towns. “Our cus­tomers are smart buy­ers who don’t want to com­pro­mise on qual­ity. We need to make sure that the of­fer­ing is of the right qual­ity at the best pos­si­ble price, so as to make sure both the con­sumer and the re­tailer ben­e­fit. Also, the sup­ply chain man­age­ment needs to be more or­gan­ised,” says Agar­wal.

The Im­pact of Tech­nol­ogy

The out­let man­age­ment uses a soft­ware to bar code ev­ery sin­gle prod­uct. They main­tain a data­base of the pre­vi­ous year to mon­i­tor sales growth – daily, monthly and an­nu­ally.

“We use a soft­ware to an­a­lyse sales cat­e­gory-wise. We record and use data to un­der­stand the shop­ping be­hav­ior of the con­sumers. We use our soft­ware heav­ily for Cus­tomer Re­la­tion­ship Man­age­ment,” says Agar­wal.


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