Columbia Sports­wear sees huge po­ten­tial in In­dia


Chogori is well-known in the business of dis­tribut­ing the best ad­ven­ture equip­ment to ad­ven­ture com­pa­nies and en­thu­si­asts for almost fif­teen years now. Over the years, with a ris­ing up­surge in de­mand for such equip­ments, was the back­ing be­hind Chogori In­dia Re­tail bring­ing the global leader Columbia Sports­wear into the coun­try. Khy­ati Bhinde, Vice Pres­i­dent, Chogori In­dia Re­tail rightly as­serts that the brand re­flects a phi­los­o­phy of be­ing com­fort­able, free-spir­ited and ad­ven­tur­ous and its prod­ucts are driven by util­ity through pro­pri­etary tech­nolo­gies de­vel­oped by Columbia to en­sure that the cus­tomers are al­ways com­fort­able and pro­tected in any weather con­di­tion. Com­bined with com­pet­i­tive pric­ing, tremen­dous util­ity, de­sign and the mod­ernised tech­nol­ogy, Columbia of­fers its end cus­tomers value propo­si­tion at all times. The brand in­te­grates tech­nol­ogy, demon­stra­tions and ed­u­ca­tional com­po­nents into re­tail and POP de­signs, cus­tomer ser­vice and at­ten­tion to de­tail. Be­sides, by ed­u­cat­ing the sales staff to keep con­sumers abreast of game chang­ing tech­nolo­gies of the present day, they can out­fit the cus­tomers for all their out­door pur­suits. More­over, the fo­cus of Columbia is to get peo­ple go out and try out stuff. With a pres­ence of an in-house team of visual mer­chan­dis­ers in the coun­try, it works closely with the Columbia Sports­wear in­ter­na­tional re­tail team in Port­land, Ore­gon on el­e­men­tal as­pects like the store lo­ca­tion, lay­out, de­sign, graph­ics and in­te­ri­ors. In­dia is an out­door par­adise draw­ing ad­ven­ture tourists from across the globe. “Our idea is to in­fuse a cul­ture here where peo­ple go out and ex­plore the real out­doors. For this, we need to ed­u­cate a larger au­di­ence by ef­fec­tively com­mu­ni­cat­ing the ‘out­door’ phi­los­o­phy in the In­dian set­ting. We are work­ing to­wards cre­at­ing aware­ness about the value Columbia of­fers, in mak­ing the out­doors more fun and ex­hil­a­rat­ing. We per­ceive our chal­lenges as our op­por­tu­ni­ties, hence our pri­mary aim is to ef­fec­tively utilise our first mover’s ad­van­tage in be­ing a true pi­o­neer in the out­door seg­ment,” as­serts Bhinde. The brand re­cently for­ayed into the vir­tual business model by launch­ing its of­fi­cial web­site ‘columbi­as­’ and is eye­ing on ty­ing up with prom­i­nent e-tail­ers of the coun­try. Elab­o­rat­ing on the ex­pan­sion strat­egy, Bhinde said, “The company plans to open up to 120 point of sales, ex­clu­sive store and shop-in-shop stores in three years in In­dia. Also, we will open shop-in-shop stores by Oc­to­ber next year in se­lect multi-brand de­part­men­tal stores like Shop­pers Stop.”

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