An Awe-In­spir­ing Jour­ney Strad­dling 182 Years

VM&RD - - RETAIL TALK -

In keep­ing with the rich cul­ture and tra­di­tions of In­dia, P.N. Gadgil Jew­ellers has spread their wings far and wide. Their suc­cess­ful reach doesn’t stop within In­dia but has moved into over­seas mar­kets. Sau­rabh Gadgil, Man­ag­ing Di­rec­tor, PN Gadgil Jew­ellers Pvt Ltd, talks about the brand’s jour­ney and out­look. Read on.

You have a pres­ence almost in all parts of Ma­ha­rash­tra now. Does your strat­egy and ap­proach change ac­cord­ing to lo­ca­tions?

The core essence of the brand is al­ways main­tained re­gard­less of the lo­ca­tion. There is not much dif­fer­ence in our ap­proach and strat­egy for stores within Ma­ha­rash­tra. How­ever, we are look­ing at tap­ping the South seg­ment soon and hence we shall have a flex­i­ble ap­proach as the lo­ca­tion de­mands. We un­der­stand cus­tomers’ mind­set and en­sure that their tastes and cul­tural val­ues are re­flected in our prod­uct de­signs, store de­signs and our brand com­mu­ni­ca­tions.

How has your jour­ney been from the un­or­gan­ised mar­ket of Pune to the or­gan­ised, well es­tab­lished sec­tor?

When the brand was es­tab­lished in Pune first, it was an un­or­gan­ised business, yet well han­dled. We have seen the growth and de­vel­op­ment of the mar­ket here and have also con­trib­uted to it in many ways. Over the years many things have changed around Pune and pan In­dia. Many new jew­ellers have come to the fore which has made it move to the or­gan­ised sec­tor. With a bet­ter un­der­stand­ing of mould­ing our­selves with time we went on un­der­tak­ing small steps to make our business and ap­proach or­gan­ised. De­vel­op­ments hap­pened with time and with the chang­ing de­mands of our con­sumers. Hence, few things like store am­bi­ence, prod­uct dis­play and de­signs, colours and the aura in-store started play­ing a very im­por­tant role. Like I said ear­lier, it is very im­por­tant to know your client’s tastes and pref­er­ences. Not only should it re­flect in your prod­uct but also in the store. P. N. Gadgil is a tra­di­tional brand but with time we like to keep chang­ing and it clearly re­flects in our store de­sign and am­bi­ence. One needs to make sure that your clients are at ease and com­fort­able, while their shop­ping ex­pe­ri­ence should be re­mark­able. As your prod­ucts play a vi­tal role to im­press your con­sumers, sim­i­larly how you present them plays its unique role too.

PNG is seen hav­ing a good win­dow dis­play ev­ery sea­son and for your cam­paigns. Does it help to at­tract your passerby con­sumer?

Yes, of course. That is the main rea­son we make sure that all our dis­plays are changed with ev­ery dif­fer­ent fes­ti­val or oc­ca­sion. We want to cel­e­brate all the fes­ti­vals with our cus­tomers. We want to com­mu­ni­cate with them in all the pleas­ing ways and we want to in­vite them, greet them on ev­ery oc­ca­sion. That’s how we speak to them. I have ex­pe­ri­enced that it does play an im­por­tant role even if you have a stand-alone store, a store on a busy road or in the walk­ing street mar­kets. It has proved its value ev­ery time.

Do you have an in-house team that works on dif­fer­ent as­pects of visual mer­chan­dis­ing?

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