19704579 impact of recession on retail industies
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Introduction
Retail
he word 'retail' is derived from the French word 'retaillier' meaning 'to cut apiece off' or 'to break bulk'. In simple terms it involves activities whereby
product or services are sold to final consumers in small quantities. Although
retailing in its various formats has been around our country for many decades, it has
been confined for along time to family owned corner shops.
TEnglishmen are great soccer enthusiasts, and they strongly think that one should never
give Indians a corner. It stems from the belief that, if you give an Indian a corner he
would end up setting a shop. That is how great Indians retail management skill is
considered.
Evolution of Indian Retail
The evolution of retail industry segment in India:
Traditional Rural Retail Fairs
Traditional Family Run Convenience Stores
Traditional Rural Retail Fairs
Traditional family run convenience stores are too well established in India than to be
wiped out and besides there is uniqueness in the traditional items that represent the
sub-continent. Theretail stores in India are essentially dominated by the unorganized
sector or traditional stores. Infact the traditional stores have taken up 98 percent of the
Indian retail market. Now stores run by families are primarily food based and the set
up is as Kirana or the 'corner grocer' stores. Basically they provide high service with
low prices. If the stores are not food based then the type of retail items available are
local in nature.
Traditional rural retail fairs in India deal in a good number of handcrafts items which
are mentioned below:
Hand painted wooden chest drawers
Wooden wall brackets
Embossed wooden table
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Hand painted chairs in chowki
Wooden corner stand
Wooden Hand painted table
Embossed wooden chairs
Brown wooden stool
Camel bone Jewelry
Metal jewelry
Snake charmer puppets
Handmade candles
The Suraj Kund mela is also a huge galore of Indian traditional items. This fair is held
at Haryana which is 8 kilometers from South Delhi. The fair has been held for the last
20 years. The fair deals in items categorized as
Indian arts
Handicrafts
Heritage
Culture and tradition
Traditional rural retail fairs have atypical rural set up like:
Huts of mud
Thatched platforms
lamps of wood
String cots
Plainness ground
The small thatched stores are a vibrant display of handcraft items. The focus
every year is on a particular State for instance, in 2006 it was Maharashtra. The
other group of items representing the Indian Subcontinentavailable there are:
Classical
Tribal art
Folk art
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As such Traditional Rural Retail fairs involve credit worthy artisans and
weavers of over 350 in number and they are selected from across the country.
Along with the county's rich cultural heritage being showcased, the fair is open
to foreign traditional goods as well. The more rejuvenating side of these fairs
would be listed as under:
Indian Sweets Snacks
Indian folk music
Classical dance
Bengal tiger show
Elephant rides
Tiger show and rides
Giraffe tricks
Balloon and Clay items
Painting
Games
Therefore, traditional rural retail fairs are a never ending occupation and the
key to it lies in the originality and attractiveness of the items.
Traditional Family Run Convenience Stores
Traditional family run convenience stores are too well established in India than to be
wiped out and besides there is uniqueness in the traditional items that represent the
sub-continent. The retail stores in India are essentially dominated by the unorganized
sector or traditional stores. In fact the traditional stores have taken up 98 percent of the
Indian retail market. Now stores run by families are primarily food based and the set
up is as Kirana or the 'corner grocer' stores. Basically they provide high service with
low prices. If the stores are not food based then the type of retail items available are
local in nature.
The traditional family run convenience stores can take pride in the fact that the Kirana
is the most common outlet forms for the consumers. The tough competition for
convenience stores are coming from organized retail stores dealing in food items,
like:
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Apna Bazaar
Canteen stores
Food World
Subhiksha
Food Bazaar
Convenience Stores are open for long hours and is one of the formats of the Indian
retail stores that cater to basic needs of the consumer. A good example of such would
be Convenio. These stores are found in both residential as well as commercial
markets. The food products of traditional family run convenience stores are comprised
of branded as well as non-branded items. The benefits of family run convenience
stores is that they give importance to:
Personal touch
Facilities of credit
Quick home delivery
Non-food based stock comprises of multiple and varieties of local brands. Thefuture of such stores as they face competition from organized sector, would dependon the following particulars:
Place and capacity
Diligent area coverage
Disciplined work schedule
Managing turnover
Revenue from assets
Customer service and satisfaction
The traditional family run convenience stores serves the purpose of the housewiveswho definitely wants to avoid traveling long distances to purchase daily needs. Theconvenience factor in terms of items, among people in general can be highlighted as
below:
Groceries
Fruits
Drug Store
Necessary stationery
As such traditional family run convenience stores are here to stay and cannot beoversized by the organized retail sector besides, it represents the variety of India.
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Retail Industry
The Indian retail market, which is the fifth largest retail destination globally, has been
ranked the second most attractive emerging market for investment after Vietnam in the
retail sector by AT Kearney's seventh annual Global Retail Development Index
(GRDI), in 2008. The share of retail trade in the country's gross domestic product
(GDP) was between 810 per cent in 2007. It is currently around 12 per cent, and is
likely to reach 22 per cent by 2010.
A McKinsey report 'The rise of Indian Consumer Market', estimates that the Indian
consumer market is likely to grow four times by 2025. Commercial real estate services
company, CB Richard Ellis' findings state that India's retail market is currently valued
at US$ 511 billion.
Banks, capital goods, engineering, fast moving consumer goods (FMCG), software
services, oil marketing, power, two-wheelers and telecom companies are leading the
sales and profit growth of India Inc in the fourth quarter of 2008-09. India continues to
be among the most attractive countries for global retailers. At US$ 511 billion in 2008,
its retail market is larger than ever and drawing both global and local retailers. Foreign
direct investment (FDI) inflows as on January 2009, in single-brand retail trading,
stood at approx. US$ 25.18 million, according to the Department of Industrial Policy
and Promotion (DIPP).
India's overall retail sector is expected to rise to US$ 833 billion by 2013 and to US$
1.3 trillion by 2018, at a compound annual growth rate (CAGR) of 10 per cent. As a
democratic country with high growth rates, consumer spending has risen sharply as the
youth population (more than 33 percent of the country is below the age of 15) has seen
a significant increase in its disposable income. Consumer spending rose an impressive
75 per cent in the past four years alone. Also, organised retail, which accounts for
almost 5 per cent of the market, is expected to grow at a CAGR of 40 per cent from
US$ 20 billion in 2007 to US$ 107 billion by 2013.
India has emerged the third most attractive market destination for apparel retailers,
according to a new study by global management consulting firm AT Kearney. It further
says that in India, apparel is the second largest retail category, representing 10 per cent
of the US$ 37 billion retail market. It is expected to grow 12-15 per cent per year.
Apparel, along with food and grocery, will lead the organised retailing in India. India
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has one of the largest numbers of retail outlets in the world. A report by Images Retail
estimates the number of operational malls to grow more than two-fold, to cross 412,
with 205 million square feet by 2010, and a further 715 malls to be added by 2015,
with major retail developments even in tier-II and tier-III cities in India.
Marks & Spencer Reliance India is planning to open 35 more stores over the
next five years, according to Mark Ashman, CEO of the company. The 51:49
joint venture between UKs Marks and Spencer and Reliance Retail Ltd
already has 15 stores in India.
Future Group has been restructured to test the new rules on FDI under Press
Notes 2, 3 and 4 issued in February 2009. The company plans to bring in up to
US$ 148.7 million in foreign investment. Although FDI is permitted only in
single-brand retail and not permitted in multi-brand retail businesses like
Future Group's, the conglomerate has created two layers of operations to take
advantage of the three Press Notes that allow FDI up to 49 per cent in
operating-cum-investment companies as long as they are owned and controlled
by Indians.
Carrefour SA, Europes largest retailer, may start wholesale operations in India
by 2010 and plans to set up its first cash-and-carry outlet in the National
Capital Region. Currently, Carrefour exports goods worth US$ 170 million
from India to Europe, UAE, Indonesia, Europe, Thailand, Singapore and
Malaysia.
Jewellery manufacturer and retailer, Gitanjali Group and MMTC are jointly
setting up a chain of exclusive retail outlets called ShuddiSampurna Vishwas.
The joint venture, which plans to open around 60 stores across India by end of
this year, will retail hallmarked gold and diamond jewellery. Mahindra Retail, a part of the US$ 6.7-billion Mahindra Group, plans to invest
US$ 19.8 million by 2010 to step up its specialty retail concept 'Mom and Me'.
Policy Initiatives
100 per cent FDI is allowed in cash-and-carry wholesale formats. Franchisee
arrangements are also permitted in retail trade.
51 per cent FDI is allowed in single-brand retailing.
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Road Ahead
According to industry experts, the next phase of growth is expected to come from rural
markets, with rural India accounting for almost half of the domestic retail market,
valued over US$ 300 billion. Rural India is set to witness an economic boom, with per
capita income having grown by 50 per cent over the last 10 years, mainly on account
of rising commodity prices and improved productivity.
According to retail and consumer products division, E&Y India, basic infrastructure,
generation of employment guarantee schemes, better information services and access
to funding are also bringing prosperity to rural households. The rural market, product
design will need to go beyond ideas like smaller sizes (such as single use sachets) tocreate genuinely new products, according to Ramesh Srinivas, national industry
director (consumer markets), KPMG India.
According to the Investment commission of India, the overall retail market is expected
to grow from US$ 262 billion to about US$ 1065 billion by 2016, with organised retail
at US$ 165 billion (approximately 15.5 per cent of total retail sales). India is expected
to be among the top 5 retail markets in the world in 10 years.
According to new market research report by RNCOS titled, "Booming Retail Sector in
India", organised retail market in India is expected to reach US$ 50 billion by 2011.
Number of shopping malls is expected to increase at a CAGR of more than
18.9 per cent from 2007 to 2015.
Rural market is projected to dominate the retail industry landscape in India by
2012 with total market share of above 50 per cent.
Organised retailing of mobile handset and accessories is expected to reach
close to US$ 990 million by 2010.
Driven by the expanding retail market, third party logistic market is forecasted
to reach US$ 20 billion by 2011.
Exchange rate used: 1 USD = 50.5047 INR
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The Global Retail Industry
Retail stores constitute 20% of US GDP & are the 3 rd largest employer segment in
USA.
China on the other hand has attracted several global retailers in recent times. Retail
sector employs 7% of the population in China. Major retailers like Wal-Mart &
Carrefour have already entered the Chinese market. In the year 2003, Wal-Mart &
Carrefour had sales of US $ 70.4 Crore & US $ 160 Crore respectively.
The global retail industry has traveled a long way from a small beginning to an
industry where the world wide retail sales is valued at $ 7 x 10 5 Crore. The top 200
retailers alone accounts for 30 % of the worldwide demand. Retail turnover in the EU
is approximately Euros 2, 00,000 Crore and the sector average growth is showing an
upward pattern. The Asian economies (excluding Japan) are expected to grow at 6%
consistently till 2005-06.
On the global Retail stage, little has remained same over the last decade. One of the
few similarities with today is that Wal-Mart was ranked the top retailer in the world
then & it still holds that distinction. Other than Wal-Mart's dominance, there's a little
about today's environment that looks like the mid-1990s. The global economy has
changed, consumer demand has shifted & retailers' operating systems today areinfused with far more technology than was the case six years ago.
Scenario of Retailing in India
Retailing is the most active and attractive sector of last decade. While the retailingindustry itself has been present since ages in our country, it is only the recent past thatit has witnessed so much dynamism. The emergence of retailing in India has more todo with the increased purchasing power of buyers, especially post-liberalization,
increase in product variety, and increase in economies of scale, with the aid of modernsupply and distributions solution. Indian retailing today is at an interesting crossroads.The retail sales are at the highest point in history and new technologies are improvingretail productivity. Though there are many opportunities to start a new retail business.
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PRESENT INDIAN SCENARIO
* Unorganized market: Rs. 583,000 crores
* Organized market: Rs.5, 000 crores
* 5X growth in organized retailing between 2000-2005
* Over 4,000 new modern Outlets in the last 3 years
* Over 5,000,000 sq. ft. of mall space under development
* The top 3 modern retailers control over 750,000 sq. ft. of retail space
* Over 400,000 shoppers walk through their doors every week
* Growth in organized retailing on par with expectations and projections of the last
5 Years: on course to touch Rs. 35,000 crores (US$ 7 Billion) or more by 2009-11
Let us look at the evolution process:
Detailing reasons why Indian organized retail is at the brink of revolution, the
IMAGES-KSA report says that the last few years have seen rapid transformation in
many areas and the setting of scalable and profitable retail models across categories.
Indian consumers are rapidly evolving and accepting modern formats overwhelmingly.
Retail Space is no more a constraint for growth. India is on the radar of Global
Retailers and suppliers / brands worldwide are willing to partner with retailers here.
Further, large Indian corporate groups like Tata, Reliance, Raheja, ITC, Bombay
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Dyeing, Murugappa & Piramal Groups etc and also foreign investors and private
equity players are firming up plans to identify investment opportunities in the Indian
retail sector. The quantum of investments is likely to skyrocket as the inherent
attractiveness of the segment lures more and more investors to earn large profits.
Investments into the sector are estimated at INR 2000 - 2500 Crore in the next 2-3
years, and over INR 20,000 Crore by end of 2011.
Retail Formats
Hypermarket: It is the largest format in Indian retail so far is a one stop shop for the
modern Indian shopper.
Merchandise: food grocery to clothing to spots goods to books to stationery.
Space occupied: 50000 Sq .ft. and above.
SKUs: 20000-30000.
Example: Pantaloon retails Big Bazaar, RPGs Spencers (Giant)
Supermarket: A subdued version of a hypermarket.
Merchandise: Almost similar to that of a hypermarket but in relatively smaller
proposition.
Space occupied: 5000 Sq. ft. or more.
SKUs: Around 10000.
Example: Nilgiris, Apna Bazaar, Trinethra.
Convenience store: A subdued version of a supermarket.
Merchandise: Groceries are predominantly sold.
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Space occupied: Around 500 Sq. ft. to 3000 Sq. ft.
Example: stores located at the corners of the streets, Reliance Retails Fresh
and Select.
Department store: A retail establishment which specializes in selling a wide range of
products without a single prominent merchandise line and is usually a part of a retail
chain.
Merchandise: Apparel, household accessories, cosmetics, gifts etc.
Space occupied: Around 10000 Sq. ft. 30000 Sq. ft.
Example: Landmark Groups LifeStyle, Trent India Ltd.s Westside.
Discount store: Standard merchandise sold at lower prices with lower margins and
higher volumes.
Merchandise: A variety of perishable/ non perishable goods.
Example: Viswapriya Groups Subiksha, Piramals TruMart.
Specialty store: It consists of a narrow product line with deep assortment.
Merchandise: Depends on the stores
Example: Bata store deals only with footwear, RPGs Music World,
Crossword.
MBOs: Multi Brand outlets, also known as Category Killers. These usually do well in
busy market places and Metros.
Merchandise: Offers several brads across a single product category.
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Kirana stores: The smallest retail formats which are the highest in number (15
million approx.) in India.
Merchandise: Mostly food and groceries.
Space occupied: 50 sq ft and even smaller ones exist.
Malls: The largest form of organized retailing today. Located mainly in metro cities,
in proximity to urban outskirts.
Merchandise: They lend an ideal shopping experience with an amalgamation
of product, service and entertainment, all under a common roof.
Space occupied: Ranges from 60,000 sq ft to 7, 00,000 sq ft.
Example: Pantaloon Retails Central, Mumbais Iorbit.
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The organized retail industry is growing at 25- 30 percentage and is expected
to reach the mark of 1, 00,000 crore INR by 2011 from the present figure of 35,000
crore INR approx. With such a mouth watering figures the organized retailing has
been attracting many players and even persuading the existing retailers to expand and
experiment with newer formats. This can also be substantiated by looking the
estimation of the organized retail space to be around 72 million sq ft. by the end of
2009.
Growth of Retail Companies in India
Growth of Retail Companies in India exhibits the boom in the retail industry in
India over the years. The increase in the purchasing power of the Indian middle classes
and the influx of the foreign investments have been encouraging in the Growth of
Retail Companies in India.
Growth of Retail Companies in India : Overview
Growth of Retail Companies in India is still not yet in a matured stage with great
potentials within this sector still to be explored. Apart from the retail company like
Nilgiri's of Bangalore, most of the retail companies are sections of other industries that
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have stepped in the retail sector for a better business. The Growth of Retail Companies
in India is most pronounced in the metro cities of India, however the smaller towns are
also not lagging behind in this. The retail companies are not only targeting the four
metros in India but also is considering the second graded upcoming cities like
Ahmedabad, Baroda, Chandigarh, Coimbatore, Cochin, Ludhiana, Pune, Trivandrum,
Simla, Gurgaon, and others. The South Indian zone have adopted the process
of shopping in the supermarkets for their daily requirements and this has also been
influencing other cities as well where many hypermarkets are coming up day to day.
Reasons for the fast Growth of Retail Companies in India:
The retail companies are found to be rising in India at a remarkable speed with the
years and this have brought a revolutionary change in the shopping attitude of theIndian customers. The Growth of Retail Companies in India is facilitated by certainfactors like
existing Indian middle classes with an increased purchasing power
rise of upcoming business sectors like the IT and engineering firms
change in the taste and attitude of the Indians
effect of globalization
heavy influx of FDI in the retail sectors in India
To get further details on the Growth of Retail Companies in India and
otherretail chain of companies in India, please browse through the followinglinks:
Big Bazar
Giants
Shoprite
Lifestyle
Pantaloons
Landmark
Indus Fila
Fame Adlabs
Inox India
PVR Cinemas
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Major Player of Retail Industry
The Indian retail sector has been euphoria over the last five years. India topped
the A.T. Kearney's Global Retail Development Index for two consecutive years
and this has infatuated Indian as well as foreign retail players to go gaga on the
merchandising track. According to geographical expansion, Delhi/NCR and
Mumbai are the felicitated regions as the top companies have rated the
spending potential of consumers in the vicinity of the national capital and the
financial capital as excellent. Other metros such as Kolkata, Chennai,
Hyderabad and Bangalore have caught the sight of investors but their fortunes
are yet to be illuminated. Companies like the Future Group, Reliance,
Bharti-Walmart, DLF etc. have shown the way for other to enter. The
countries are expecting a surge in the growth sprint and lets hope for the best.
Top Companies
Big Bazaaris a chain of department stores
in India, currently with 75 outlets. It is owned
by the Pantaloon Retail India Ltd, Future Group. It works on the same economy
model as Wal-Mart and has considerable success in many Indian cities and
small towns. The idea was pioneered by entrepreneurKishore Biyani, the CEO
of Future Group. Currently Big Bazaar stores are located only in India. It is the
biggest and the fastest growing chain of department store and aims at being 350
stores by the end of year 2010.
It offers all types of household items such as home furnishing, utensils, fashion
products etc. It has a grocery department and vegetable section known as the
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Food Bazaar and its online shopping site is known as FutureBazaar.com. The
real estate fund management company promoted by the Future Group expects
to develop more than 50 projects across India covering a combined area of
more than 16 million sq. ft. On April 1 2007, Big Bazaar had to shut its outlets
in Mumbai as the 120 retrenched employees called a strike with the support of
Bhatia Kamgar Sena (the trade Union wing of Shiv Sena). Later the
management agreed to reinstate the sacked workers
Pantaloon Retail India Ltd, is Indias leading
retail company with presence across food, fashion,
home solutions and consumer electronics, books and music, health, wellness
and beauty, general merchandise, communication products, E-tailing and leisure
and entertainment.
Headquartered in Mumbai (Bombay), has over 450 stores across 30 cities in
India and employs over 18,000 people. Pantaloon founded by Mr. Kishore
Biyani. The company owns and manages multiple retail formats catering to a
wide cross-section of the Indian society and its width and depth of merchandise
helps it capture almost the entire consumption basket of the Indian consumer.
Founded in 1987, as a garment manufacturing company, Pantaloon Retail
forayed into modern retail in 1997 with the opening up of a chain of department
stores, Pantaloons. In 2001, it launched Big Bazaar, a hypermarket chain,
followed by Food Bazaar, a supermarket chain. It went on to launch Central, a
first of its kind, seamless mall located in the heart of major Indian cities. Some
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of its other formats include, Collection I (home improvement products), E-Zone
(consumer electronics), Depot (books, music, gifts and stationeries), all (fashion
apparel for plus-size individuals), Shoe Factory (footwear) and Blue Sky
(fashion accessories). It has recently launched its retailing venture,
futurebazaar.com.
In India's chaotic markets, Kishore Biyani is the unchallenged king of retail. He
has the knack of catching rivals off-guard and striking where it hurts most. And
now that he's set himself the task of retaining control of the largest retail space
in the country, he won't let anyone - suppliers or international promoters
included - catch him slacking. The latest to face the wrath of the 43-year-old is
South African hypermarket Shop rite, which opened shop in Mumbai last month
through a franchise agreement with local company Normal Lifestyle.
The hypermarket began retailing products from big boys Nestle, Unilever and
Procter & Gamble at consumer discounts of 20-30 per cent, lower than even
Biyani's purchase prices in his Big Bazaar and Food Bazaar stores.
Reliance Fresh is the retail chain division of
Reliance Industries of India which is headed by
Mr.Mukesh Ambani. Reliance has entered into this segment by opening new
retail stores into almost every metropolitan and regional area of India. Reliance
plans to invest Rs 25000 cores in the next 4 years in their retail division and
plans to begin retail stores in 784 cities across the country. The Reliance Fresh
supermarket chain is RILs Rs 25,000 crore venture and it plans to add more
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stores across different g, and eventually have a pan-India footprint by year
2011. The super marts will sell fresh fruits and vegetables, staples, groceries,
fresh juice bars and dairy products and also will sport a separate enclosure and
supply-chain for non-vegetarian products. Besides, the stores would provide
direct employment to 5 lakh young Indians and indirect job opportunities to a
million people, according to the company. The company also has plans to train
students and housewives in customer care and quality services for part-time
jobs.
Reliance Fresh recently (24th Jan, 2007) opened several "Fresh" outlets in
Chennai, New Delhi, Hyderabad, Jaipur, Mumbai, Chandigarh, Ludhiana
increasing its total store count to 40. Reliance is still testing its retail concepts
by controlled entry beginning in the southern states
Subhiksha is an Indian retail chain
with more than 760 outlets selling groceries,
fruits, vegetables, medicines and mobile phones. It was started and is
managed by Mr. R. Subramaniam, IIM Ahmedabad alumni. He also plans
to invest Rs.500 crore to increase the number of outlets to 2000 across the
country by 2009.
Derived from the Sanskrit word, Subhiksham or "giver of all things good", It
opened its first store in Thiruvanmiyur in Chennai in March, 1997 with an
investment of about Rs. 5 lakh. The retail chain has seen a considerable growth
by offering goods at cheaper rates and there by increasing its customer base. It
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is also dubbed as India's largest retail chain. Vision to deliver consistently better
value to Indian consumers, has guided Subhiksha to deliver savings to all
consumers on each and every item that they need in their daily lives, 365 days a
year, without any compromise on quality of goods purchased.
Subhiksha now has the pan Indian presence with stores across Delhi, UP,
Punjab, Hariyana, Gujarat, Maharashtra, AP, Karnataka and TN. It has recently
commenced operation in Kerala also. Today, it is a multi-location,
professionally managed and vibrant organization. Subhiksha now has even
opened Specialized Mobile shops called Subhiksha Mobile where mobiles are
sold at a discounted price
Subhiksha is India's largest supermarket, pharmacy and telecom chain. Started
in 1997 as a single store entity in South Chennai, it is now present nationally
across 1000 outlets and spread across more than 90 cities. You can now locate
the nearest Subhiksha store in your area with the Store Locators. ICICI Venture
Capital has a 24% stake in Subhiksha.
Food worldis a chain of supermarket stores.
It was started in May 1996 as a division of Spencer & Co, a part of the RPG
Group. In August 1999 it became a separate company. Currently it operates 89
stores in Bangalore, Chennai, Coimbatore, Erode, Hyderabad, Kodai,
Pondichery, Pune, Secunderabad, Salem, Trivandrum and Vellore
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DLF Retail Developers Ltd. is one of the
troikas of the DLF Group. Besides being India's
largest real estate developer, DLF is also of the leaders in innovating shopping
malls in India. It caught public eye when it launched the 2, 50,000 sq ft.
shopping mall in Gurgaon. It has brought a dramatic change in the lifestyles and
entertainment with its City Centers and DT Cinemas. DLF has plans to invest
Rs. 2000-3000 crore in all the emerging areas from metros to class cities in the
next two years. Till last year the company was involved in building 18 malls out
of which 10 were in the NCR region. Future plans of DLF involve opening up
of 100 malls (specialty malls, big box retailing and integrated malls) across 60
cities in next 8-10 years. They are slowly transforming into 'lease' and 'revenue
share' models.
Local players like ITC, the A.V. Birla Group and Tatas have given the hints to
enter organized retail. Frances Carrefour SA and Britains Tesco too were
recently in news for their future plans to explore the Indian retailmarket
Bharti Retail,a wholly owned subsidiary of Bharti
Enterprises. Has announced two joint ventures (JV)with
the international retailing behemoth, Wal-Mart. The first JV ensures cash and
carry business, in which 100 percent FDI is permitted and it can sell only to
retailers and distributors. The second JV concerns the franchise arrangement.
Sunil Mittal, Chairman of the Bharti Group assured that the ventures will use
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low prices every day and best practices for the satisfaction of the customer.
Processed foods and vegetables will be delivered by Bharti Field Fresh, Bharti's
JV with Rothschild. Bharti Retail aims to foray every city with a population
exceeding 1 million. It has plans to come up with an investment of more than
$2 billion in convenience stores, supermarkets and hypermarkets spread over an
aggregate 10 million sq. ft. The expansion drive looks ambitious but analysts
are worried that Bharti may face stiff competition from Pantaloon and Reliance
as they too have sanguine plans to flood the markets with thousands of retail
outlets in the coming five years. Bharti Telecom also has plans to offer all its
fixed and mobile telecom products and services from a single window to the
SMB (Small and Medium Business) enterprises under the Bharti Infotel
division...
Lifestyle is part of the Landmark
Group, a Dubai-based retail chain. With over 30
years experience in retailing, the Group has become the foremost retailer in the
Gulf. Positioned as a trendy, youthful and vibrant brand that offers customers a
wide variety of merchandise at exceptional value for money, Lifestyle began
operations in 1998 with its first store in Chennai in 1999 and now has 13
Lifestyle stores, 5 Home Centers and 1 Baby shop store across Chennai,
Hyderabad, Bangalore, Gurgaon, Delhi, Mumbai and Ahmedabad.
Business World-IMRB Most Respected Company Awards Survey has rated
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Lifestyle as the Most Respected Company in the Retail Sector in 2003 and
2004. Lifestyle has also been awarded the ICICI-KSA Technopak Award for
Retail Excellence in 2005, the Reid & Taylor Retailer of the Year Award for
2006 and more recently, the Lycra Images Fashion Award for the Most Admired
Large Format Retailer of the Year in 2006
The foundation of Shopper's Stop was
laid on October 27, 1991 by the K. Raheja Corp.
group of companies Shoppers Stop aims to position
itself as a global retailer. The company intends to bring the worlds best retail
technology, retail practices and sales to India. Currently, they are adding 4 to 5
new stores every year with an immense amount of expertise and credibility,
Shopper's Stop has become the highest benchmark for the Indian retail industry
Shopper's Stop in the only retailer from India to become a member of the
prestigious Intercontinental Group of Departmental Stores (IGDS).
With its wide range of merchandise, exclusive shop-in-shop counters of
international brands and world-class customer service, Shoppers Stop brought
international standards of shopping to the Indian consumer providing them with
a world class shopping experience. The stores offer a complete range of apparel
and lifestyle accessories for the entire family. From apparel brands like
Provogue, Color Plus, Arrow, Levis, Scullers, Zodiac to cosmetic brands like
Lakme, Chambor, Le Teint Ricci etc., Shoppers Stop caters to every lifestyle
need. Shoppers' Stop retails its own line of clothing namely Stop, Life, Kashish,
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Vettorio Fratini and DIY. The merchandise at Shoppers Stop is sold at a quality
and price assurance backed by its guarantee stamp on every bill. Their
motto: We are responsible for the goods we sell.
Vishal Mega Mart is one of fastest growing
retailing groups in India. Its outlets cater to almost
all price ranges. The showrooms have over 70,000 products range which
fulfills all your household needs, and can be catered to less than one roof. It is
covering about 1996592 lac sq. ft. in 18 states across India. Each store gives
you international quality goods and prices hard to match. The cost benefits that
is derived from the large central purchase of goods and services is passed on to
the consumer the group had a turnover of Rs. 1463.12 million for fiscal 2005,
under the dynamic leadership of Mr. Ram Chandra Aggarwal. The group had of
turnover Rs 2884.43 million for fiscal 2006 and Rs. 6026.53 million for
fiscal 2007.the groups prime focus is on retailing. The Vishal stores offer
affordable family fashion at prices to suit every pocket.
Welspun Retail Limited (W.R.L.) was
established in 2003 as a part of Welspun Group, one of the
fastest growing business conglomerates in India. Welspun
is a U.S. $1 billion group, into diverse businesses, industries, regions and has
six companies under the umbrella brand. Our International Home Textiles
Company; Welspun India Limited (W I L) launched its Indian retail division,
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WRL with an aim to capture the Home Textiles market in 2003. The Retail
brands, SPACES- Home & Beyond has carved its niche with its fashion driven
model in the country's major metros, while Welhome targets a larger audience
with its value for money model. The turn over of the Retail division stands at
100 crore, expected to double in the next 5 years
Key Differentiating Attributes
W.R.L. is the first Retailer of soft furnishing for "Home" in India.
W.R.L. has two models that cater to both, the aspiration clientele and the value formoney conscious clientele.
Launched Spaces -Home & Beyond and Welhome (Welspun Factory Outlet) in the
same year.
Phenomenal growth anticipated in FY 2007-08.
Design Studio ranks amongst the best in the country.
Panel of International Designers for the new collections.
Offer specialized products at affordable prices, Bed sheets starting at Rs. 199,
towels starting at Rs. 79 and Curtains starting at Rs. 99
Trent is the retail arm of the TATA group.
Started in 1998, Trent operates Westside, one of the many growing retail chains in
India. The foresight of the TATA Group, which invested in retail relatively early, is
paying high dividends as retail is one of the booming sectors in India. The company
has a turnover of Rs. 357.6 crores (FY 2005-2006) and currently operates 22 stores in
the major metros and mini metros of India. An international shopping experience, a
perception of values, and offering the latest styles, has created a loyal following for
Westside's own brand of merchandise. Westside was named the 'Most Admired Large
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Format Retail Chain of the Year' by the Lycra Images Fashion Awards 2005.Westside
operates stores in Mumbai, Ahmedabad, Bangalore, Delhi, Chennai, Kolkata,
Hyderabad, Pune, Surat, Vadodara, Indore, Noida, Gurgaon, Ghaziabad, Mysore,
Jaipur, Lucknow, Nagpur.
Wal-Mart Stores, Inc. is an
American public corporation that runs a chain of large, discount department stores. It
is the world's largest public corporation by revenue, according to the 2007 Fortune
Global 500. Founded by Sam Walton in 1962, it was incorporated on October 31,
1969. It opened its home office and first distribution center in Bentonville, Arkansas.
It had 38 stores operating with 1,500 employees and sales of $44.2 million .Wal-Mart
is the largest grocery retailer in the United States, with an estimated 20% of the retail
grocery and consumables business, as well as the largest toy seller in the U.S., with an
estimated 22% share of the toy market. Wal-Mart is the largest private user of
electricity in the US. Owns a subsidiary electric company in Texas, and will possibly
move into the power business. It is also undertaking a number of environmentally
conscious initiatives to reduce energy usage and waste. Wal-Mart operates in Mexico
as Walmex, in the UK as ASDA, and in Japan as Seiyu. It has wholly-owned
operations in Argentina, Brazil, Canada, Puerto Rico, and the UK. Wal-Mart's
investments outside North America have had mixed results: its operations in South
America and China are highly successful, but it sold its retail operations in South
Korea and Germany in 2006 after sustained losses. On September 12, 2007, Wal-Mart
introduced new advertising with the slogan, "Save Money Live Better," replacing the
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"Always Low Prices, Always" slogan, which it had used for the previous 19 years.
Global Insight, which conducted the research that supported the ads, found that Wal-
Mart's price level reduction resulted in savings for consumers of $287 billion in 2006,
which equated to $957 per person or $2,500 per household
Carrefour SA is a French international hypermarket
chain, with a global network of outlets. The group was
created by Marcel Fournier and Denis Deffore in 1957. It is the second largest retail
group in the world in terms of revenue after Wal-Mart. Carrefour operates mainly in
Europe, Brazil, Argentina, Dominican Republic and Colombia, but also has shops in
North Africa and Asia. Carrefour means cross-road in French. Carrefour is active in
many types of retail distribution: hypermarkets, supermarkets, Discount Store,
Grocery Stores, Cosmetics, and Cash & Carry. Recently The $130 billion French retail
Carrefour has set up a 100 percent-owned arm to enter the wholesale merchandise
business in India and will opt for the franchising route to open multi-brand retail stores
in the country, Carrefour WC&C India will also enter these areas where the Indian
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franchisee can get the same technical expertise that go into running the retail trade
stores of the French company across the globally.
The Kroger Co.is an American retail supermarket chain
and parent company, founded by Bernard Henry Kroger in
1883 in Cincinnati, Ohio. It reported over US$66 billion in
sales during fiscal year 2007 and is currently the second-largest grocery retailer in the
country by volume and third-place general retailer in the country, with Wal-Mart and
The Home Depot filling slots one and two, respectively. Kroger operated, either
directly or through its subsidiaries, 2,500 grocery stores, 579 of which had fuel
centers, nearly 800 convenience stores, 400-plus jewelry stores, and 42 manufacturing
facilities in 32 states; we employ a growing family of more than 290,000 associates
coast-to-coast and presently Kroger is active in many other Retail Distribution like
Bakery, Banking, beer, dairy, wine etc. The slogan of Kroger co. is Right Store.
Right Place. Krogers recently launched Perishable Donations Partnership will bring
critically needed perishable food items into the food bank process. The company-wide
program will increase the number of stores in the Kroger family that donate safe,
perishable food to Second Harvest food banks that are equipped to safely handle and
distribute fresh food. Krogers goal is to donate 50 million pounds
of nutritious, fresh food across the country.
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Recession
A Recession is a contraction phase of thebusiness cycle.
National Bureau of Economic Research (NBER) is the official agency in
charge of declaring that the economy is in a state of recession.
They define recession as:
Significant decline in economic activity lasting more than a few months, which isnormally visible in real GDP, real income, employment, industrial production, andwholesale-retail sales.
For this reason, the official designation of recession may not come until after
we are in a recession for six months or longer.What Causes Recession?
An economy typically expands for 6-10 years and tends to go into a recession
for about six months to 2 years.
A recession normally takes place when consumers loose confidence in the
growth of the economy and spend less.
This leads to a decreased demand for goods and services, which in turn leads
to a decrease in production, lay-offs and a sharp rise in unemployment.
Investors spend less as they fear stocks values will fall and thus stock
markets fall on negative sentiment.
US Crisis Hits India
US faced major crisis because of
Sub prime mortgage crisis (home loan defaults)
Rising oil prices at $100 a barrel Global Inflation
High unemployment rates A declining dollar value
All this slowed down the growth of the economy and as the GDP growth rate fell to2%, recession set in.
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Low GDP growth indicating Recession in US
Impact on India
A slowdown in the US economy is bad news for India because:
Indian companies have major outsourcing deals from the US India's exports to the US have also grown substantially over the years.
Indian companies with big tickets deals in the US are seeing their profitmargins shrinking.
Anatomy of the economic depression in India
Share Market
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More people have sold the shares in the Indian share market than they boughtin the recent weeks. This has added to the fall of sensex to lower points.
Foreign investors have pulled out from stock markets leading to heavy lossesin stocks and mutual funds
Stock broking houses are laying-off people
Because of such uncertainty many people have started saving money in banksrather than investing
Recession Impact on Retails
Retail sales fell off a cliff in September, plunging by the largest amount in three years
as worried consumers shunned the malls and auto showrooms in the midst of the
country's financial meltdown.
The Commerce Department reported Wednesday retail sales decreased 1.2 percent last
month, nearly double the 0.7 percent drop that had been expected. It was the biggest
decline since retail sales fell by 1.4 percent in August 2005.
The bigger-than-expected decline significantly increased the risks of a recession
because consumer spending is two-thirds of total economic activity.
The news spread recession jitters across Wall Street, as stocks fell sharply pushing the
Dow Jones industrials back below 9,000 at times.
The weakness was led by a 3.8 percent drop in auto sales. Sales dropped below 1
million units as consumers struggled to find financing.
Retail sales have now fallen for three consecutive months, the first time that has
occurred on government records that go back to 1992. Economists had expected sales
to be down in September as a flood of bad news about the financial system and rising
unemployment increased consumers' worries.
Many analysts believe the overall economy, as measured by the gross domestic
product, is slipping into a recession, triggered by a steep slump in housing and the
severe credit crisis.
Even excluding auto sales, retail sales showed widespread weakness, falling by 0.6
percent or double the decline outside of autos that had been expected.
"The consumer shut up shop even before the markets got crushed and that is not good
news for the economy," said Joel Naroff, chief economist at Naroff Economic
Advisors. "What is ominous is that the declines in spending were broad based."
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Sales at department stores fell by 1.5 percent following an even bigger 1.6 percent
drop in July. Sales at furniture stores fell by 2.3 percent. Sales at appliance stores slid
1.5 percent.
In other economic news, the Labor Department reported that wholesale prices fell for
a second straight month, declining by 0.4 percent, thanks to a big drop in energy costs.
However, core wholesale prices, which exclude food and energy, rose by 0.4 percent,
double what economists had been expecting.
Federal Reserve policymakers are counting on the economic slowdown to dampen
inflation pressures and give them more room to cut interest rates if needed to keep the
financial crisis from pushing the country into a deep downturn. The central bank last
week cut a key rate by a half-point at an emergency meeting, coordinating the move
with other major economies.
In a third report, the Commerce Department said businesses increased their inventories
by 0.3 percent in August the smallest advance in five months. The increase was
below the 0.5 percent rise that economists had expected and sharply lower than the 1.1
percent jump in July.
Economists are watching to see whether business confidence begins to falter as the
economy weakens. Business plans on inventory growth and investment spending are
key factors influencing economic activity.
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Analysts said the slowdown in inventory growth could also be reflecting the serious
problems in the market for commercial paper, where businesses obtain short-term
loans to fund their day-to-day operations such as buying inventories. That market has
frozen up in recent months as banks have grown concerned about the risks of bad
loans.
In one of many emergency measures implemented by the government during the
current credit crisis, the Federal Reserve has announced that it will start a program
later this month to support the commercial paper market in an effort to get those loans
back to more normal levels.
Impact of Recession
Retail sector deep in recession
Retail sales deteriorated further in April, confirming the recession in the local
economy continued into the 2nd quarter. Wholesale andretail trade contracted 2.5%
(saar) in the 1Q09. Although interest rates have already been cut by 4.5%, the positive
impact on spending will take time to become apparent. Further cuts in interest rates are
possible, but the SARB may keep rates unchanged at the June meeting because of the
stickiness of inflation and the time lags involved in monetary policy.
Household finances are taking strain despite the lower interest rates. Reducing the
huge debt burden accumulated in previous years is a priority for many households.
Banks have also tightened their lending criteria significantly and only a small portion
of credit applications are being approved. At the same time weak equity and property
prices are putting household balance sheets under pressure and reducing the propensity
of households to borrow.
Given the surge in mortgage lending in recent years, many households currently havenegative property equity on their balance sheets. The result is that households arecutting back on discretionary spending in a big way and saving more. The labourmarket is also taking strain with increasing unemployment and falling wage increases.In many sectors, such as manufacturing, current wage increases are way below theinflation rate. Current statistics suggest that retail inflation is still around10%.
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Seasonally adjusted real retail sales were 1.3% lower in April than in March
and 6.9% lower than a year ago.
April real retail sales (seasonally adjusted) were also 4% lower than
the 1st quarter average.
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Challenges
KEY CHALLENGES:
1) Location:
"Right Place, Right choice"
Location is the most important ingredient for any business that relies on customers,
and is typically the prime consideration in a customers store choice. Locations
decisions are harder to change because retailers have to either make sustainable
investments to buy and develop real estate or commit to long-term lease with
developers. When formulating decision about where to locate, the retailer must refer to
the strategic plan.
* Investigate alternative trading areas.
* Determine the type of desirable store location.
* Evaluate alternative specific store sites.
2) Merchandise:
The primary goal of the most retailers is to sell the right kind of merchandise and
nothing is more central to the strategic thrust of the retailing firm. Merchandising
consists of activities involved in acquiring particular goods and services and making
them available at a place, time and quantity that enable the retailer to reach its goals.
Merchandising is perhaps, the most important function for any retail organization, as itdecides what finally goes on shelf of the store.
3) Pricing:
Pricing is a crucial strategic variable due to its direct relationship with a firm's goal
and its interaction with other retailing elements. The importance of pricing
decisions is growing because today's customers are looking for good value when
they buy merchandise and services. Price is the easiest and quickest variable to
change.
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4) Target Audience: - "Consumer the prime mover"
"Consumer Pull", however, seems to be the most important driving factor behind
the sustenance of the industry. The purchasing power of the customers has
increased to a great extent, with the influencing the retail industry to a great extent,
a variety of other factors also seem to fuel the retailing boom.
5) Scale Of Operations:
Scale of operations includes all the supply chain activities, which are carried out
in the business. It is one of the challenges that the Indian retailers are facing. The
cost of business operations is very high in India.
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Conclusion
he future for organized retail in India is a bright one. The demographics, the
sense of optimism and the deep-rooted entrepreneurial culture are ready
ingredients for success. The retail industry needs to get organized and drive
its own destiny. The government needs to be lobbied with, to help create a conducive
environment so that the latent entrepreneurial spirit can get unleashed and ultimately
value can be delivered to consumers who will push their shopping carts and participate
actively in this great retail boom. While there are obstacles, there are clear
opportunities in modern retailing in India. In such a scenario, preparedness of Indian
retailers in terms of having appropriate formats, scalable processes, appropriate
technology and relevant organization capability would be crucial to success. The
Indian market is extremely price-quality sensitive; it makes sense to enter the gigantic
market in a phased manner; hence for the multinational players it is imperative to have
the right local partners dealers, distributors and retailers. The Indian retail sector is
ready to take on challenges from global retail players such as Wal-mart and Carrefour
because unlike them, they have a better understanding of the Indian consumers
psyche. Ultimately, a successful retailer is one who understands his customer. The
Indian customer is looking for an emotional connection, a sense of belonging. Hence,
to be successful any retail outlet has to be localized.
T
The customer should feel that it is a part of his culture, his perceived values,
and does not try to impose alien values or concepts on him. Indian customer is not
keen to buy something just because an international company sells it. Ultimately, it
boils down to how much localization and adaptation the company is willing to do for
India. Other than tremendous money power, global companies have nothing extra or
special that the Indian retail business does not have. To use a clichd phrase - We live
in exciting times. Only three percent of Indias retail market is organized. The future
shows tremendous potential for growth in the retail sector. Almost all large companies
worldwide are looking to establish a base or stake in the Indian market. In this
scenario, the Indian retail sector itself must seize the initiative to realize the dreams of
contributing to a prosperous and booming economy.
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The focus should be on the Indian horizon before looking for retail opportunities in
other countries because India itself is a big retail market. And with the big cities
getting saturated, the tier II cities hold the key for the prosperity of the retailers in
India, provided they come up with innovations needed to suit the culture and
demographics of these cities.
We shall endwith
Mr. Kishore Biyanis famous gospel for retailing in India
Rewrite rulesbut Retain the
values.
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Bibliography
Websites:
1. www.google.com2. www.etretailbiz.com3. www.mothersprideonline.com4. www.futuregroup.com5. www.rbk.com6. www.retailindustry.about.com7. www.pantaloon.com
Books:
1. Marketing Management by Philip Kotler2. Organizational Behavior by Stephen P Robbins.3. Consumer Behavior by Leon G. Schiffman & Lesile Lazar Kanuk
Magazines:
Business today
Business world - The Marketing White book, 2008Press Sources:
Economic Times
Business Standard
http://www.google.com/http://www.etretailbiz.com/http://www.mothersprideonline.com/http://www.futuregroup.com/http://www.rbk.com/http://www.retailindustry.about.com/http://www.pantaloon.com/http://www.google.com/http://www.etretailbiz.com/http://www.mothersprideonline.com/http://www.futuregroup.com/http://www.rbk.com/http://www.retailindustry.about.com/http://www.pantaloon.com/