Sell­ing the global In­dian ex­pe­ri­ence

VM&RD - - NEWS - N Jay­alak­shmi

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 mod­ 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!

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