Progressive Grocer (India) - - News - By San­jay Ku­mar L to R MAN­ISH BHAR­TIYA & SAN­DEEP AGAR­WAL RAT­NADEEP SU­PER MAR­KET PVT. LTD.

With about 30 years in the food & gro­cery re­tail busi­ness, Hy­der­abad-based Rat­nadeep Su­per Mar­ket has been able to carve a for­mi­da­ble rep­u­ta­tion as a shop­ping des­ti­na­tion that cus­tomers un­fail­ingly iden­tify with a rich and var­ied as­sort­ment of qual­ity na­tional and in­ter­na­tional prod­ucts of­fered in a pleas­ant am­bi­ence and with cus­tomer friendly, re­li­able ser­vice. Pro­gres­sive Gro­cer spoke to San­deep Agar­wal, Man­ag­ing Di­rec­tor, and Man­ish Bhar­tiya, Di­rec­tor, Rat­nadeep Su­per Mar­ket Pvt. Ltd. about how the re­tail chain is look­ing to lever­age its strengths for ex­pand­ing its pri­vate la­bel busi­ness, part­ner­ing with more brands in the food busi­ness and ramp­ing up its foot­print be­yond Hy­der­abad to other re­gions in the coun­try.

What do you con­sider the unique fea­tures of your store?

San­deep Agar­wal: Rat­nadeep is unique and spe­cial in the su­per­mar­ket store for­mat. Our stores have the bet­ter ad­van­tage in terms of nav­i­ga­tion of prod­ucts, iden­ti­fi­ca­tion and user-friendly prod­uct planogram­ming. All our stores of­fer superlative cus­tomer con­ve­nience and a pleas­ant shop­ping ex­pe­ri­ence. Also, we are known for the rich as­sort­ment/ choice of brands at our stores. The im­ported as­sort­ment/ SKUS/ mer­chan­dise are an added ad­van­tage with easy avail­abil­ity and proven authen­tic­ity of dif­fer­ent brands com­pared with what is avail­able in the gen­eral mar­ket and other stores. Our im­ported fruits/ veg­eta­bles and prod­ucts in the reg­u­lar seg­ment come with the as­sur­ance of best qual­ity, right quan­tity and price, which is our spe­cialty. Our own sta­ples and pulses are also known for bet­ter qual­ity and re­li­a­bil­ity and are the best in the mar­ket.

What is the ma­jor cus­tomer and value propo­si­tion of your store brand?

San­deep Agar­wal: Our cus­tomer base is ma­jorly SEC “A” and “A+” with a 100% con­ver­sion rate of shop­ping at all our stores. Quick check­out, great am­bi­ence and a wide range of as­sort­ment are our stores’ unique value propo­si­tion. The mul­ti­ple choices of brands at our stores, avail­abil­ity of a wide va­ri­ety of as­sort­ment and the fact that we run reg­u­lar pro­mos of­fer­ing prices that are com­pa­ra­ble to the best in the mar­ket makes us stand apart from other re­tail­ers in the city. All our stores are cen­trally air con­di­tioned with best tools for mer­chan­dise nav­i­ga­tion and se­lec­tion, uni­form planogram­ming, and mul­ti­ple billing points for faster check-out from the store. We are known for of­fer­ing the best qual­ity and re­li­able ser­vices in the in­dus­try since the past 30 years.

At your stores, which depart­ment/s in par­tic­u­lar draws in the high­est traf­fic and trans­ac­tions? Over­all, how much is its sales/rev­enue con­tri­bu­tion?

Man­ish Bhar­tiya: Our spe­cialty – our own brand of gro­cery/ fruits and veg­eta­bles – and the im­ported FMCG brands are the top sell­ers. In terms of sales, gro­cery/ fruits & veg­eta­bles/ im­ported as­sort­ment con­trib­ute about 30% plus of our over­all rev­enue pie.

Have there been suc­cess­ful in­stances where you have part­nered with brands and there was a fa­vor­able im­pact?

San­deep Agar­wal: In our stores, we strive to achieve a strong bond­ing with the lo­cal­ity catch­ment. Apart from re­ly­ing on our own as­sort­ment, we reg­u­larly part­ner with pop­u­lar FMCG com­pa­nies and ap­proach many lo­cally known brands such as Agra Sweets, Al­mond House, and many more.

Which are your top-sell­ing pri­vate la­bels? What are your plans to aug­ment and ex­pand your PLS?

Man­ish Bhar­tiya: We have our own “Ex­cella” brand of sta­ples and pulses and our pri­vate la­bels in some other FMCG as­sort­ment. We have just stepped into our own la­bels in FMCG, start­ing with Soan Papdi, Be­san laddu and some other prod­ucts. We are in the process of in­tro­duc­ing our store brands in some more food and FMCG cat­e­gories, and will be en­ter­ing the house clean­ing seg­ment shortly. The aim is to of­fer our store brands for cater­ing to the cus­tomer’s day to day re­quire­ments with best qual­ity and value of money prod­ucts.

As of now, what is the con­tri­bu­tion to your sales from your store brands?

Man­ish Bhar­tiya: Our own brand in gro­cery, farm to fork model of fresh pro­duce (fruits & veg­etable) con­trib­ute 30% of our over­all sales.

What is your strat­egy for mer­chan­dise dis­play and in­ven­tory man­age­ment?

Man­ish Bhar­tiya: Over a pe­riod of 30 years, Rat­nadeep Su­per Mar­ket has grown from a small part­ner­ship firm to a multi store pri­vate lim­ited com­pany. All through, we have made con­scious ef­forts to im­prove the qual­ity stan­dards by im­ple­ment­ing qual­ity checks at var­i­ous lev­els of mer­chan­dis­ing. To­day, Rat­nadeep is con­sid­ered as the best des­ti­na­tion for cus­tomer-friendly shop­ping in Hy­der­abad. In spite of a num­ber of na­tional and in­ter­na­tional com­pa­nies set­ting up su­per­mar­kets and hy­per­mar­kets in the city, we have been able to in­crease our cus­tomer base at a steady pace thanks to our strength in as­sort­ment and the qual­ity as­sur­ance of our prod­ucts.

Rat­nadeep stores run on a strong soft­ware plat­form, which al­lows us to ef­fi­ciently man­age the in­ven­tory/ pric­ing/ billing/ CRM and other op­er­a­tions. Store-wise as­sort­ment with unique cus­tomer friendly planogram­ming and nav­i­ga­tion method­ol­ogy are in­te­gral fea­tures across all our stores. From time to time, we carry out promo an­nounce­ments and flyer dis­plays to cus­tomers through web/ net/ other so­cial me­dia plat­forms. We are ef­fec­tively em­ploy­ing FT/ NFT for ad­min­is­ter­ing of pur­chase, mer­chan­dise or­der­ing and re­plen­ish­ment at ware­house/ stores. The MBQS are de­signed and de­ployed to avoid stock-outs and for run­ning a bet­ter pre­dic­tive or­der­ing sys­tem. All of these sys­tems al­low us to take care of cus­tomer con­ve­nience and en­sure higher shop­ping sat­is­fac­tion across all our stores.

We have a chalked out plan for con­tin­u­ous ex­pan­sion of our stores go­ing for­ward. We have plans for launch­ing, in dif­fer­ent phases, dif­fer­ent for­mat stores like food & gro­cery stores with a Food Court and part­ner­ing with in­ter­na­tional, na­tional, and premium lo­cal brands. — San­deep Agar­wal MD, Rat­nadeep Su­per Mar­ket Pvt. Ltd.

Have you taken any in­no­va­tive steps to strengthen your sup­ply chain?

Man­ish Bhar­tiya: Our sup­ply chain ef­fec­tive­ness can be in­ferred from the fact that the prod­ucts re­ceived at the ware­house in the morning can found in the stores on the same day. Main­tain­ing this high ef­fi­ciency gives our stores high fill rates and the guar­an­tee of prod­uct fresh­ness and their reg­u­lar avail­abil­ity to the cus­tomer. Ours is a com­pany-

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