Driven by smart categorization
In the year 1965 Lt. Satya Prasad Roy Burman acquired a small shop in Chitpur, Kolkata, and with it the Khadim’s brand. Within a few decades it gained popularity and in 1993 the brand moved into retailing. At present Khadim’s owns 600 stores across the nation. VM&RD chats up with Ritoban Roy Burman, Grandson of Satya Prasad Roy Burman and Spokesperson of Khadim India Limited, to know their success story and how Khadim’s has become a prominent name in the organised lifestyle segment of the country.
exact look of how a Khadim’s store should look like for the next couple of years.
What has been your approach to the use of store design as a business tool? Any real experience you can cite which decides on the aspect of budgeting for VM and for specific aspects such as flooring, lighting, mannequins etc?.
We have a specific and standard coding that is done for all aspects of VM which we follow for all the stores. Our stores are located all over the country, be it in metros, tier I, II or III cities, and we have a uniform look for all of them. Thirteen of our Category A stores are our flagship outlets which are located in all the metro cities. Apart from that, all our other retail showrooms and franchised outlets also follow the VM norms followed by us.
What has been the biggest challenge for Khadim’s in the Indian retail market in terms of satisfying customers?
We as a brand from the very beginning have always tried to understand the demand of our customers, whether from the sales point of view or from the merchandise point of view, rather than focusing on what we want to cater to. But now it is a mix of both, we know what the customer wants, what are the latest fashion trends etc. So we try to blend all these things together and present something new to the customer each time. We believe that it is the USP of our product which satisfies our customers.
How able store have the VM Team been to get exposure to global design trends and practice?
When we started charting a proper retail design strategy we followed the universal fundamentals of visual merchandising, but we all believe that the design should be functional enough to support the product line of that particular brand and that with time every retailer must evolve their own unique identity when it comes to visual merchandising. In our team we have visual merchandisers and retail designers who actually help us in executing the whole process.
How important is the need for retail designers to integrate with visual merchandising and visual communication when it comes to a brand like Khadim’s? What has been your experience on this front in the Indian context?
In Khadim’s the Visual Merchandising team comes under the Marketing department and thus it does not work in isolation. Since VM is a part of this team, everything moves