Vi­jay Sales

VMRD - - Contents - Satarupa Chakraborty

A re­gional re­tailer who has evolved to be­come a fron­trun­ner in re­tail­ing elec­tronic goods to­day, Vi­jay Sales has strate­gic ex­panded into a re­tail chain with 69 stores na­tion­wide to­day and com­plet­ing a bench­mark of 50 years this month. VM&RD speaks with Nilesh Gupta, Di­rec­tor, Vi­jay Sales on the jour­ney and plans.

You have com­pleted 50 yrs in this busi­ness, can you tell us a bit about the jour­ney of Vi­jay Sales.

My last gen­er­a­tion started the jour­ney with a store as small as 50-70 sq ft at Mahim, Mum­bai to sell ceil­ing fan, sewing ma­chine and ra­dios. What we fo­cused on was the bridge be­tween the cus­tomers and the brands and that was a unique dif­fer­en­tia­tor from day one that helped us keep­ing our stan­dards high. With time, prod­uct fo­lio got big­ger and one of the iconic prod­ucts was black and white tele­vi­sion set and as a de­but tech­nol­ogy, it needed a good amount of demon­stra­tion and sup­port. We made sure that we per­son­ally de­liver that. Back in those days, when no EMI fa­cil­ity was avail­able, we en­cour­aged cus­tomers to buy in in­stall­ments. That was how we grew our cus­tomer base.

When did you de­cide to go be­yond Mum­bai and cre­ate a na­tional brand­ing for your­self?

We started our ex­pan­sion in 1986 with few more stores but in Mum­bai only. There are three mile­stones in the elec­tron­ics re­tail­ing in India – when the tele­vi­sion first came to India, then came the colour tele­vi­sion and then lately in 90s when LG and Sam­sung came with their en­tire gamut of prod­ucts. The third change cat­a­pulted our in­dus­try and thus in­spir­ing us to look at big­ger growth and ex­pan­sion. Our first big store came about much later at Gore­gaon span­ning across 5000 sq ft. when no elec­tronic re­tailer thought of a large store space. Our whole idea was to dis­play more to sell more. We came a long way be­fore we opened our 25,000 sq ft store dis­bursed among two wings. 2007 was the first time when we spread our wing be­yond Mum­bai with our store at Su­rat and same year we moved to Pune. Around 2008, we started our op­er­a­tion in Delhi.

Tell us about your ex­pan­sion plan?

Tak­ing one step at a time, we plan to open about 7-8 stores by end of this year. Delhi, Ahmed­abad and Pune will get our next few set of stores.

How did you man­age to grow amidst the mush­room­ing com­pe­ti­tion?

In 2006, all the cor­po­rate re­tail­ers came in the same busi­ness and we had many of­fers to sell our stake to these giants. How­ever, we chose to stay as in­de­pen­dent busi­ness and that com­pe­ti­tion had ac­tu­ally prompted us to be bet­ter and stay ahead. That also prompted us to widen our ac­cess through­out the coun­try.

How you are keep­ing ahead in terms of your store de­signs and cus­tomer ex­pe­ri­ences? Will there be any dig­i­tal in­ter­face?

Our Gore­gaon and Link­ing Road stores are newer in terms of re­tail de­sign with a gen­er­ous use of wood with bet­ter space align­ment, spe­cially-de­signed ta­bles

We plan to open about 7-8 stores by end of this year. Delhi, Ahmed­abad and Pune will get our next few set of stores.

for lap­tops etc. We are also plan­ning to ded­i­cated some spa­ces within the stores for train­ing ses­sions with the con­sumers. This will start with our Prab­hadevi out­let and if suc­ceeded, we will in­cor­po­rate this fa­cil­ity in other stores too. In terms of dig­i­tal in­ter­faces within the store, we have re­al­ized that even af­ter the top­notch dig­i­ti­za­tion, cus­tomers are most com­fort­able in in­ter­per­sonal com­mu­ni­ca­tion.

Nilesh Gupta, Di­rec­tor, Vi­jay Sales

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.