Shopping experience is generally defined as a function of income. Hence retailers segment their formats as per the income power of their target consumers. However, there’s an increasing realisation that in India while purchasing power is a significant factor, people also shop as communities. That the needs of particular community in terms of their food or religious purchases will be the same irrespective of their bank balance.
Cashing in on this premise, the Future Group is exploring a bottoms-up approach to reach the heart of local communities. The group is now setting up a first of its kind community/family shopping format in Malleswaram in Bangalore. Bangalore’s Malleswaram is an ideal community destination and irrespective of the linguistic, religious or socioeconomic difference, people here shop for the same merchandise and co-exist as a single community, says a recent survey conducted by Kishore Biyani’s Future Group.
Future’s new experiment means Malleswaram residents can now walk into the Big Bazar Community Shopping Centre to pick up their local favourites like Murugan pickle, Gayatri coffee powder which had been available only with local kirana wallas till now. Future Value Retail business head (south) Venkateshwar Kumar said, “We have tied up with dozens of local shops to give them an organised retail platform. By doing so, we want to become part of the social fabric and get closer to the community. We are looking at an integrated, inclusive approach to independently cater to each of these communities that live here.”
The 70,000 sqft pilot store in Malleswaram will be open on February 6. Two existing Big Bazar outlets in Banasankari and Old Madras Road will also be converted into community shopping centres. Later, the format will be replicated in other cities.
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Kishore Biyani must be conferred with Retailer’s Choice Award for innovative ideas & popular merchandise. Biyani has the pulse of the middle-class buyers & their mindset in his tips. This is apt for the price-sensitive market like India with the majority accustomed to bargaining & value-for-money stuff. The latest foray into community shopping centers is not only innovative but socially relevant as well with typical taste & demands of the discerning buyers from the pluralistic Indian market with its diverse choice regionally. Revolutionary thought, I must say. My best wishes to Mr. Kishore Biyani for changing the retail landscape in India and making purchase affordable & a family experience. Best wishes!
Pranab Pani
Bangalore