Citylife Retail Private Limited came into existence in 2011 with an aim to provide a higher lifestyle and fashionable styles to the people living in rural and semi-urban areas. The brand has a strong presence in Tier II, III & IV cities.
Currently, they have 91 operational retail outlets spanning across 9 lakh sq. ft. in nine states of the East and North- East.
Growth Rate in Odisha Market
Citylife has 13 stores in Odisha and they are opening three more in the next six months.
“We are very positive about Odisha. It is in growing state due to its natural resources and geographical presence. Stable politics is also having an added advantage as far as that region is concerned. Our SSG is around 18-20 percent. Sales contribution from Odisha is around double digit in our total top-line. For Citylife, apparel produces the maximum sale, rounding up to 85-90 percent of our total business. We have all our stores in high-street. The online count in our industry is approximately around
7-8 percent, malls have 1517 percent and rest is still managed by high street. It’s a very good market for us,” says Subas Pradhan, Chief Finance Officer, Citylife Retail.
“The fundamental has changed as far as retail is concerned from being sellerled to being buyer-led. Now, the buyer has many options to choose from – there are a lot of competitors. Latest fashion and value for money product, better shopping experience, hassle free billing is also drivers for shift in paradigm. We buy the product from the manufacturer and replenish it based on the demand in a time period of 30 to 45 days. In our case, our customer is more focus on price point which will discount the latest fashion to some extent,” says Pradhan.
The Impact of Technology
Explaining the benefits of Technology on their business, Pradhan says, “Technology plays a pivotal role in our business. E-commerce is impacting brick-and-mortar businesses in Tier I & II cities.
However, we provide them with the touch and feel factor. When we look at our consumer, more than 90 percent of them would like to buy the product after feeling or touching the same, hence there is a very small impact of online in our business model. We have developed an app for consumers which updates them on our latest products and offers by sending them notifications,” he concludes.
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