the indian retail sector

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The Indian Retail Sector is at an inflexion point, with changing demographics driving growth of organized retailing and driving growth in consumption. With changing demographic and economic profile of the Indian population, we believe that India is expected to experience accelerated consumption over the next few years. Further, we believe that increase in consumer spending would be driven by nuclearisation of families, increasing population of working women and new job opportunities in emerging service sectors such as IT Enabled Services. With declining interest rates an average Indian is not averse to taking loans. Not Only are the demographic factors becoming more favorable but also the growing media penetration is leading to a convergence of aspirations of various classes of consumers. We believe a larger number of households are adding to the consuming class with growth in income levels. The number of households with income of over Rs 45,000 per annum is expected to grow from 58 million in 1999-2000 to 81 million by 2005-06 (source: The Marketing White book 2003-04,brought out by Business world). Of this, 56% (44.8 million households) is expected to be concentrated in Urban India. This large base of households with growing disposable income is expected to drive demand for organized retail.The changes in demographics are changing consumption pattern in the country. Central Statistical Organization (CSO) estimated private final consumption of consumers in India at about Rs.17,600 billion in FY04. Of the total private consumption, retail sector accounted for approximately 60% at Rs 8570 (source: Images Retail). Of this, food and beverages, apparel and consumer durables are the top three categories of consumer spend and form 87% of the total retail sales in India.

Retailing is the worlds largest private industry:

Retail is the worlds largest private industry with global retail sales of roughly USD 8 trillion. Retailing is also one of the biggest contributors to the Gross Domestic Product (GDP) of most countries and also one of the biggest employers. (Source CII McKinsey Report titled Retailing in India, the Emerging Revolution)In India, however, the retail sector has seen a high level of fragmentation with a large share held by unorganized players.

Indian Retail Industry:

India has a large number of retail enterprises. With close to 12 million retail outlets India has one of the highest retail densities in the world. In terms of the structure, the industry is fragmented and predominantly consists of independent, owner-managed shops. The retail businesses include a variety of traditional retailformats, such as "kirana" stores which stock basic household necessities (including food products), street markets-regular markets held at fixed centers retailing food and general merchandise items, street vendors mobileretailers essentially selling perishable food items-fruits, vegetables etc and small non specialized retailers.

Fragmented nature of Indian retail

Source: CII McKinsey Report titled Retailing in India, the Emerging RevolutionTraditional retail formats,Format Definition Value position India examples:

Counter stores Food:

Family run stores, selling essentially food items:

1. High service.2. Low price.3. Kirana stores.4. Kiosks Pavement stalls selling limited variety of food and beverages.5. High service Paan shops.

Street markets Regular markets held at fixed centre retailing food and general merchandise:

Items. Large selection. Low price. Village haats. Street vendors Mobile retailers essentially selling. perishable food items fruits. High service Vegetable vendors. GROWTH IN ORGANIZED RETAIL:

In sharp contrast to the global retail sector, retailing in India though large in terms of size is highly fragmented and unorganized. With close to 12 million retail outlets India has the largest retail density in the world. (Source: CII Mc Kinsey Report titled Retailing in India, the Emerging Revolution)However, most of these retail outlets belong to the unorganized sector. The inability of the Unorganized sector to offer a wide range of products along with artificially inflated costs due to Various factors have presented opportunities for growth in the organized retail sector Migration from unorganized to organized retail has been visible with economic development in most economies. The Indian retail industry is evolving in line with changing customer aspirations across Product groups, with modern formats of retailing emerging. Organized retail derives its advantages in Generating operational efficiencies while simultaneously catering to rising consumer aspirations. Size drives economies on procurement, and lowers logistics and marketing costs while delivering better value to customers in terms of lower price, better quality, greater selection, improved service and in store ambience.


A number of factors that drive transformation in retail such as income growth, changing demographic profiles and socio-economic environment are already in place in India. However, organized retail has to overcome significant challenges in terms of regulations and infrastructural barriers in order to realize its full potential. Availability of quality retail space has been one of the main constraints for development of organized formats in India. In the past, negative yield spread on leased property and lack of bank funding due to unorganized property market resulted in a dearth of quality retail space in the country. The spread between yield on property and its financing cost has turned positive with the fall in interest rates. Attractive yields on investments have resulted in sharp increase in propertydevelopment. Consumerism and brand proliferation has been another enabler for organized retailing in India. Most of the worlds leading brands are now present in India.


There exist differential sales tax rates across states in India .This adds to cost and complexity of distribution as this necessitates multiple warehouses and does not allow for centralization of certain procurements given the incidence of local levies. At the same time, there is large-scale sales tax evasion by smaller stores who derive significant cost advantage through such evasion. The retail sector has not been granted industry status, limiting funding from banks and financialinstitutions. The capital requirements for a retailer are in real estate (which banks have historically restricted lending to) and for working capital requirements. While some of the leading retailers are still able to get bank funding, the smaller ones are constrained for growth funding. Similarly, equity options are also restricted with Foreign Direct Investment not being permitted in the retail sector. FDI restrictions have also restricted entry of international majors in retailing in India, which could have otherwise helped the industry develop with funding as well as bringing in of best practices and systems.The availability of trained manpower poses a key risk for the retail sector. With growing opportunities in the emerging service sectors such as ITES, the ability of the retail business to hire and retain quality people is under pressure.Supply chain management efficiencies are essential to retailers to maintain and improve margins. In India, both vendor management and logistics management are still undeveloped. However, with growing size of operations, supply chain efficiencies will become a key differentiator of profitability in retail.


These stores primarily retail primarily food and house hold items. These are primarily large stores with volume based discounted prices. The share of expenditure on food and grocery in a consumers wallet, availability of a vide variety of products at a reasonable price are the main factors which has contributed to the growth of this segment. The larger chain of supermarkets and hypermarkets ( namely Big Bazaar, Star India, Nilgiris, Food world ) have presence in metros and mini metros.


These stores retail primarily non-food items such as apparel, footwear, accessories, cosmetics and household products. They stock multiple brands across product categories, though some of them focus on their in house store label (on the lines of Marks & Spencers and St. Michael). These stores are found on high streets and as Anchor Tenants of shopping malls. Several local department store chains have opened shop in India in the past five years. The conveniencefactor coupled with the aspiration perception of shopping in a department store has contributed to their growth. The larger chains of department stores (Namely Pantaloons, Shoppers Stop, Westside, and Lifestyle) have presence in the metros and mini metros.


Some of the modern retail formats and their value positions are given below.

Format Definition Value Position:

Department Stores Multiple product categories, usually lifestyle driven with apparel/ accessories dominating. Service and choice Supermarket/ConvenienceStores. Food and household products Convenience Hypermarkets/Discount StoresLarge stores in big box format, with volume based discounted prices and choice Specialty Stores/Category Killers Extensive range of products under a single category Service Seamless Mall Apparel, Accessories, Lifestyle products,Entertainment Convenience, service and choice


These large stores retail primarily non-food items such as apparel, footwear, accessories, cosmetics and household products. They stock multiple brands across product c