Selling the global Indian experience
Three different segments and three different people, but they all speak the same language, the language of retail that conveys global thought in Indian tones, a language that speaks to the new Indian shopper. Indeed our Retail Talk section this month introduces you to three different professionals representing three different segments -- Sharath Santhakumaran, Director – Lifestyle, HARMAN International (India) Pvt. Ltd, Anita Dongre, the designer who launched the brand Global Desi, besides other labels, and Rahul Mehta, Managing Director, 109 F, the fashion brand for women. From sound systems to apparels, they encompass a wide range, and yet they all share some things in common. To begin with, they all seem pretty upbeat about the Indian market, having chalked out clear plans for expansion, especially in the context of EBOs. Two, they are all focused on creating that unique brand experience in store in order to create an edge and three, they are all queuing up to draw in the Global Desi, the new age Indian shopper, who is part global, part Indian, having been exposed to international products in international ambience and expects the same, albeit with an Indian twist. The Global Desi wants what she has seen and wants it differently. She takes pride in her ethnic aesthetics but does not want to be restricted by it. She has seen the best and anything else is a compromise. As more and more like her throng the retail touch point, the brands are leaving no stone unturned in churning out a global Indian experience in retail, whether it is a brand selling sound systems or a label selling designer wear. So the fact is that creating a global Indian experience demands a whole package of VM elements that are global and Indian too and are in sync with the ambience and attitude of the brand and its store, whether it is the overall design, the flooring, the lighting, the colour schemes or any other aspect. The challenge would be in making sure all these elements together speak the same language and that all these aligned supplier segments are in tune with the changing needs and geared up to help the brand meet the Global Desi’s growing demands. Our other features this month cover store designs that echo a similar sentiment. It’s all about fusing, fusing the global and the Indian, the old and the contemporary, traditional and the modern...read on. And before I sign off, let me once again remind you about the upcoming VM&RD Awards ceremony to be held on January 16th at Mumbai, a toast to excellence in retail design and VM. Can’t wait! Hoping to see you there!