The Federation of Indian Chambers of Commerce and Industry (FICCI) organized the second edition of MASSMERIZE 2012, a retail and FMCG companies’ platform on August 7, 2012, at The Leela in Mumbai. The theme of this event was “A Trillion Dollar Consumer Ma
Most of the speakers at the event spoke about the symbiotic relationship between retailers and FMCG companies which spreads across the value chain – from assortment planning, replenishment, space planning and promotion and thus it is imperative for FMCG and retail companies to collaborate in this journey. FMCG companies have a lot to gain with the advent of the multi-channel retailing. The key point that emerged was that the depth of retail-FMCG collaboration will be one of the key success factors for multi-channel retailing to be successful. In his welcome address, Dr. Rajiv Kumar, Secretary General, FICCI, said: “There has been 20-30 percent nominal growth in the FMCG sector and this industry is quite resilient to the present economic situation in the world. It is the last to decline and the last to go up in a major economic downturn as this is an expanding market segment.” Seconding his opinion, Kurush Grant, Executive Director, ITC, and FICCI FMCG Committee Chairman said that both the bottom as well as the top ends of this market grows during difficult moments like now and said that the GDP growth rate is not correlated with the overall growth rate in this sector. He said, “The improvements in the roadways have helped FMCG industry grow exponentially in the last decade. The increase in road network will enable the growth of this industry and the gap in the rural and urban Indian retail will be bridged beautifully. I feel that the social impact in the rural sector has also made a major difference.” The daylong discussions covered various key issues concerning areas such as ‘Partnership between Retail & FMCG sector’, ‘Growing Consumerism’, ‘Technologies in Retail’, ‘Leveraging the digital era’, ‘efficient supply chain’ and ‘Building Consumer trust’ etc. The first discussion, ‘Building a Trillion Dollar Consumption Opportunity: How To Take Consumerism to The Next Key Level’ was moderated by Shantanu Khosla, MD, P&G. The high panelists for this discussion included Mr. Kurien, Mr. Grant, Saugata Gupta, CEO, Marico Ltd, Jamshed Daboo, CEO, Tata Trent and Devendra Chawla, President – Food and FMCG – Future Group. One common observation expressed by all the speakers was that consumers across yearn to buy the same products. All the speakers felt that there’s a great opportunity to tap even supposedly tier II markets like Bihar and Orissa as tier II and III cities have immense buying potential. The second discussion of the day, ‘Creating Successful Brands: Lessons From FMCG And Retailers’, had some more noteworthy guest speakers on the dais includes the likes of Mrinmoy Mukherjee, Director –Marketing and Business Development, Raymond Ltd, Rakshit Hargave, MD, Nivea India, Harkirat Singh, MD, Woodland India, William Pinckney, MD, Amway India, and Kaushika Madhavan, Partner, AT Kearney. This discussion was expertly moderated by Rajesh Sharma, National Head - Market Development, Brand Capital. This discussion touched upon points like FMCG brand building best practices, takeaways for retailers and FMCG players, retailers customer connect and building ultimate consumer proposition. Mr. Singh of Woodland shared that Woodland stands for believing in outdoor activities and nature and bringing in products for consumers who The
MASSMERRIZE 2012 saw some of the best minds in the FMCFG and retail sectors brain storm and hit upon key trends and thought processes that could make a difference to the industry. At the event, it was observed that the Indian retail is poised to become a 1.3 trillion dollar opportunity by 2020 and modern retailers in the past have tried to capitalize this opportunity by increasing their store presence across major cities in India. On the other hand, FMCG companies have tried to enhance their distribution reach.
constantly go for trekking and fishing and other such activities. He said, “Since our inception in the late 1980s and early 1990s, our focus has been on outdoor activities and our brand has been targeting the youth with these interests. We have been projected as a rough and tough brand and all our innovations and technology has been in maintaining this image for us. We stand for adventure.” It was also felt that consistent brands manage to make successful value chains. The prominent speakers also highlighted that the rate at which consumers in towns are emerging is immense and everyone agreed that as the attention span of the consumers is a huge challenge, there should be a different way of reaching out to them. Another topic which had a packed audience was ‘Retailing In the Digital Era: Multi Channel Integrated Commerce’. This discussion had Rajiv Joshi, VP - E-Commerce, Gitanjali Group, Vivek Mathur, VP - Corporate Planning, Shoppers Stop, and Anisha Singh, Founder, Mydala.com, as its eminent speakers. This discussion touched upon points such as channel integration, integrating online and physical stores - what are some of the opportunities and challenges, exploring non-store channels and social commerce for retail and FMCG and global best practices. This session was moderated by Anil Rajpal of TCS and the speakers unanimously felt that the online and brick & mortar stores complement each other. Another enlightening discussionsof the day was Being Responsible: How Companies Could Gain The Consumers’ Trust which had some really eminent panelists onstage from different genres of the sector. Arvind Sharma, Vice-Chairman, Advertising Standards Council of India (ASCI), spoke on “responsible advertising, key to maintain consumer trust” and enlightened the audiences with his insights on the implications of misleading advertisements. In his delightful presentation, “Brand infringements: Time to say No to Fake”, Harish Bijoor, Brand Expert & CEO, Bijoor Consults Inc, wizened the audiences on the different kinds of brand infringements. He said, “Brand infringements are of many kinds. The outright fakes, consisting of 4.6 percent, are the real fakes followed by clever fakes. These are duplicate fakes. The fakes of the third kind are the so-called passing off fakes which are intelligent fakes. But the most unpardonable fakes are of the fourth kind which is called the corporate fakes.” The other two panelists in this discussion were Dr. Sanjeevan Bajaj, CEO, FICCI Quality Forum, and Rajendra Dobriyal, Regulatory Affairs Manager, HUL, who spoke on “Creating Marketplace Trust: Consumer Care vs Consumer Beware” and “Biodiversity Regulation: Impact on FMCG Industry and Way Forward” respectively.
FMCG companies have a lot to gain with the advent of the multichannel retailing. The key point that emerged was that the depth of retailFMCG collaboration will be one of the key success factors for multi-channel retailing to be successful
In the discussion, ‘Indian Retail: Path to Profitability’, the list of speakers consisted of HG Raghunath, COO, Titan Industries Ltd, Anil Srivatsa - CEO, CoFounder, Radiowalla Network Pvt. Ltd, and Gurpreet Wasi, Director- Marketing, Images Group. This session was ably controlled by Amitabh Mall, Partner, BCG. In this discussion, the speakers brainstormed on various aspects of the industry like growth or profitability and why is profitability still eluding retailers, learning from profitable retailers, emerging business models and operational efficiency. Mr. Raghunath kept the audiences entertained during the entire session with his wise cracks and all the speakers agreed that the deeper consumer understanding and managing consumer expectations is the key to a successful business venture. ‘Technologies In Retail: Shifting Orbit’, was the next discussion and the key speakers here included Siju Narayanan, Independent Retail Technology Expert,. Meheriar Patel, CTO & Head Ecommerce, Globus, David Arambhan, ACC Director, General Retail & Travel, NCR, and Veneeth P, CIO, Hypercity India, who spoke on whether or not retail technology has been evolving with consumer or as per business requirements, and are retailers adopting the technology adequately? The group also discussed on what are some of the key trends and priorities like cloud, mobility, analytics and this entire discussion was moderated by Anupamraj Gautam, Engagement Lead, Global Consulting Practices, TCS. Mr. Gautam started off the discussion with his observation that retail is getting more and more complex with the channel boundaries getting more and more blurred and that the Indian retail is on profitability expense to which Mr. Veneeth P responded by saying, “We need to understand consumer sentiments which can be enabled by technology and we need to improve and implement high technology.” Well there was consensus that retailers should look at the retail business first and technology would follow suit as touch points are vital for consumer engagements. Mr. Veneeth also felt that it is extremely essential to empower the floor associates to help them sell easier as today the consumers are well informed. He said, “Do not cut on training for the business technology to succeed. You have to continuously train people for the success of technological projects.” Mr. David opined that there was a need of balance between technology and business because technology failures take place wherever it’s implemented just for the sake of it. Mr. Siju concluded by saying that he still believes in the 4Ps and felt that the fundamentals of retail haven’t changed. “The retailers are forced to think what more to provide to the consumers. It’s not as complicated as it seems to be and the basis of business remains simple keeping which technology will go with it. Every retailer needs to understand consumers much better.” Well, the session certainly left one with a lot to chew on
L to R - Mr. Kurush Grant, Executive Director ITC Chairman FICCI FMCG committee, Dr. Rajiv Kumar Secretary General , FICCI, Mr. Bijou Kurien, President and CEO of Reliance Retail, Chairman FICCI Retail Committee, Mr. Anil Rajpal Head Retail & Consumer...