Monday, November 18, 2013
Wednesday, November 13, 2013
Shweta Raina - project on Humari Dukaan - Ramesh Kirana Store
Ramesh kiryana store
I am writing down my experience of kiryana store for our project “HAMARI DUKAAN”.TO
begin with I have taken a shop located in kharghar sec 3 near NIFT college. We
were asked to study the day to day business of a kiryana store and learn their
way of doing business at the end of project.
A Brief Intro: One of the most
ubiquitous sights you get to see when you step out into the Indian localities
is the regular mom and pop grocery retailer stores, locally known as kiranawallas. Supermarkets and
similar organized retail accounted for just 4% of the market. In comparison to
large-format retailers, these kirana stores
have a strong advantage, as they are typically located in the heart of
residential areas where they not only serve the customers who step into the
shop, but also deliver at the doorsteps of customers located within a certain
convenient radius. This fact holds true in case of the Ramesh kiryana store.
Features: The
shop has around 1000-1200 SKU’s.
The shop has a Race Track layout. Customers typically wait outside the shop, ask
for what they want, and cannot pick or examine a product from the shelf. Access
to the shelf or product storage area is limited. Once the shopper requests the
food staple or household product they are looking for, the shopkeeper goes to
the container or shelf or to the back of the store, brings it out and offers it
for sale to the shopper.
Ramesh Kiryana store has one helper to assist him during the
work time.
The shop gets its major supply of stock on every Tuesday for
things like tooth paste, rice, oil and other confectionaries. The supply is
made by a local logistic partner who caters to the stock needs of all the
nearby shops in the locality.
For daily consumable things like milk, curd etc. the same
partner caters to the need in conjunction with all the kiryana shops of the
area.
INFERENCES DRAWN:
The shop owner is a Marwari person and so is he proficient
in doing his business. In addition to this his understanding of the buying
patterns of the consumers in the area which range right from students to families
is so absolute that he is able to manage his stocks well and accordingly
rotating them.
Apart from that he
also provides a credit period of 15 days for the payment to a certain set of
his customers who purchase regularly from him.
He is intelligent enough to take special care on occasions
like Diwali or New Year.
All the above reasons no doubt he is the most popular
kiryana store in the area especially for the students staying in this area.
MY SUGGESTIONS: I
suggested Ramesh uncle to register on AARAMSHOP giving them technical edge in
comparison with the local kiryanas but also the big retailers like easy day and
future group. Also looking at the Demographics of the location where the shop
is located this will further help them increase their reach as well as sales.
About AARAMSHOP: AaramShop
is clearly giving a lot of visibility to the kiranawallas in
the online world and this is giving them much needed boost to improve customer
stickiness, which has the potential to give the large format retailers a run
for their money. An interesting point to be noted here is that the AaramShop
doesn’t charge the retailers for their services. The two-year-old startup has,
on a freemium model, enabled 2,895 kiranawallas across 31 cities in India to
tap Internet-savvy customers who are habituated to the convenience of shopping
online.
Friday, November 8, 2013
Sunday, November 3, 2013
Wednesday, October 30, 2013
managalam Supermarket - Humari Dukaaan -- 12107A0007 - Vrushal Sangvekar
Subject: Retail Management
Project: Managalam Super Market – Humari Dukaan
Prepared by Vrushal Sangvekar
Roll no: 12107A0007
MMS Marketing
3rd SEM
Introduction
Retail industry in India overview :
In country where nearly two thirds of the growth is on
account of consumer spending to buy more, it is obvious to expect the retail
market to grow manifold. The overall retail market in India has grown at CAGR
of 12% in the last 4 years to reach approximately rs.25 trillion in FY 12.
This opportunity has lured several organized players to
enter the Indian retail market, resulting in the overall organized retail
penetration rising from 3 percent in 2005 to 8 percent in 2012. This further
expected to increase to 13 percent by 2015.
The food and grocery market is seeing a very gradual shift
from traditional kirana stores to supermarkets and hypermarkets [less than 1
percent in 2006 to more than 2 percent of overall sales today].
Of this
hypermarkets alone account for 25-30 percent of retail sales by value. For a leading pan – India retailer, footfalls
across his hypermarket formats have increased from 12500 a day [three to four
years ago] to over 30,000 a day currently.
Humari Dukaan –
Mangalam SuperMarket.
Mangalam Supermarket located strategically near the
residential buildings. It is located near sanghvi estate, catering to minimum
500 to 600 residents staying nearby.
It is 400 sq. feet in size, and has approximately 700-800
stock keeping units.
Retail store layout:
The store layout is like a chemist shop. The red arrow shows
the entrance or front of the shop.
The yellow color rectangle is the glass desk, where all the
impulse buying products are kept. These are small items like talcum powder,
razors, chocolates etc.
When asked about specific reason for this particular outlet,
the retail owner explained that, initially the retail outlet was not the
chemist type outlet. Initially when one is starting the new outlet, it should
be race track outlet, where the customer can come inside the shop. And once the
shop is established, the retail outlet can be changed to chemist type.
The initial investment for the shop is 7-8 lakhs. The shop
is 8 years old. The ghumasta license renewal is done of rs.500 every year.
“Gomastha (also spelled Gumastha or Gomasta, Persian: agent)
described an Indian agent of the British East India Company employed in the
Company's colonies, to sign bonds, usually compellingly, by local weavers and
artisans to deliver goods to the Company. The prices of the goods were fixed by
the gomasthas. The goods were exported by the Company to Europe and America. A
gomastha may also be described as ‘a paid manager of the private trader’s
concerns’, who claimed ‘hardly any share in the profit and loss of his
employer’s business”
SKU management:
Retailer places weekly order to the sales representatives of
respective companies.The display of the product is as per the margin given by the
company to them. Retailers push those products first to the customers which
yield higher margin to them.
All transactions are done on credit basis. If the products
are ordered from the company, the payment is done to them after 15 days. If a
new product is launched by the company, the retailers initially order in small
quantities to test the customer response.
Retailers understand through their own instinct, acquired
through experience, that whether new product is being liked by the customer.
And accordingly they renew the order.
Also when asked, how the retailer understands, which stock
is depleting and overstocked in the inventory, the retailer told that it is by
experience they come to know, and no special book is maintained for it. The
only book maintained is of the credit given to customers.Business is mostly done on the credit basis.
He told that Britania gives 6% margin to the retailers, and
products like Amul, they are very dominating, because of the high demand from
the customers. So the retailers have to agree on whatever margin they decide.
So in this case, the bargaining power of the retailer is less.
Retailer said that when a new shop is opened with small
capital, initially start with dairy products, as these are daily requirements
of any household. And when enough capital is acquired, slowly introduce, rice wheat,
and other products.
Rice, wheat, Onions and potatoes are supplied by the agent
from kalian, who visits APMC market. The agent’s office is at Bail Bazaar near
kalyan station.
----------------------------------------------Thank You---------------------------------------------
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