Go­ing The In­dian Way

VM&RD - - CONTENTS - Ra­jiv Raghu­nath

Prime Min­is­ter Naren­dra Modi’s high deci­bel ‘Make in In­dia’ cam­paign has re­port­edly in­duced young con­sumers across the coun­try to in­creas­ingly opt for ‘Made in In­dia’ mer­chan­dise. Cash­ing in on this new trend, many re­tail­ers are seen to be pro­mot­ing in­dige­nous prod­ucts and brands. The cam­paign is a shot in the arm for qual­ity In­dian brands and prod­ucts. Th­ese brands would do well to un­der­take im­pact­ful con­sumer con­nect ini­tia­tives, in­clud­ing draw­ing the dis­cern­ing con­sumers to stores where their prod­ucts en­joy vis­i­ble pres­ence. Re­tail de­sign has a key role in re­in­forc­ing the con­sumers’ new­found in­ter­est in In­dia-branded prod­ucts. As such, In­dian re­tail de­signs are prom­i­nent in the fash­ion and life­style seg­ment. In days to come, per­haps a greater num­ber of re­tail out­lets could as­sume the In­dian look, ex­pressed in a myr­iad ways. This edi­tion of VM&RD has trained fo­cus on how de­sign im­pacts business. Ken Nisch, Chair­man, elab­o­rates on how de­sign can de­liver su­pe­rior ROI. In his col­umn, Nisch de­tails the dif­fer­ent mea­sures of suc­cess linked with re­tail de­sign, which would be of the essence to a gamut of brands op­er­at­ing in the In­dian mar­ket. Like­wise, Ash­win Sheth, Man­ag­ing Di­rec­tor, Sheth De­vel­op­ers, dis­cusses in his col­umn the role of de­sign in build­ing con­sumer trac­tion in a mall. Among a host of sto­ries on ex­quis­ite de­sign ini­tia­tives, we have also cap­tured the works of young visual mer­chan­dis­ers at a NIFT com­pe­ti­tion in Ben­galuru. The ar­ti­cle il­lus­trates the abun­dant cre­ative tal­ent that re­sides in the young pro­fes­sion­als. I hope that you will en­joy read­ing the ar­ti­cles pre­sented in this edi­tion. Do send in your feed­back and sug­ges­tions.

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