Académique Documents
Professionnel Documents
Culture Documents
INDUSTRY EVOLUTION
The Indian retail market, which is the fifth largest retail destination
globally, according to industry estimates is estimated to US$ 427 billion by
2010 and US$ 637 billion by 2015. Simultaneously, modern retail is likely
to increase its share in the total retail market to 22 per cent by 2010.
India has one of the largest number of retail outlets in the world. Of the 14
million retail outlets present in the country, nearly 5 million sell food and
related products. Thought the market has been dominated by unorganised
players, the entry of domestic and international organised players is set to
change the scenario.
GROWTH:
In growth stage, the market is developing quickly and also ready for
modern retailing. Countries, which are in Peaking stage such as India.
Retailers entering this stage have the best chance for long-term success.
Retailers at this stage should enter through local representations, sourcing
offices and new stores.
Unorganized : Vast majority of the 14 million stores are small "father and
son" outlets
Fragmented : Mostly small individually owned businesses, average size of
outlet equals 50 s.q. ft. Though India has the highest number of retail
outlets per capita in the world, the retail space per capita at 2 s.q. ft per
person is amongst the lowest.
Rural bias: Nearly two thirds of the stores are located in rural areas. Rural
retail industry has typically two forms: "Haats" and “Melas". Haats are the
weekly markets : serve groups of 10-50 villages and sell day-to-day
necessities. Melas are larger in size and more sophisticated in terms of the
goods sold (like TVs)
LEADING RTAILRS
INDIA Vs WORLD
DEVELOPMENTS
• The share of modern retail is likely to grow from its current 2 per
cent to 15-20 percent over the next decade
• Over next two years India will see several Indian retail businesses
attaining a critical mass as growth in the industry picks up
momentum driven by two key factors:
• Availability of quality real estate and mall management practices
• Consumer preference for shopping in new environments
• Wal-Mart : huge plans for India. Moving a senior official from its
headquarters in Bentonville, Arkansas, to head its market research
and business development functions pertaining to its retail plans in
India.
• New York-based high-end fashion retailer Saks Fifth Avenue has
tied up with realty major DLF Properties to set up shop in a mall in
New Delhi.
• Tommy Hilfiger, retailer of apparels, expects to open one store each
in Delhi, Ahmedabad, Lucknow and Bangalore in the next four
months.
INTERNATIONAL RETAILERS
The world's largest retailer, Wal-Mart, has tied-up with Sunil Mittal's
Bharti Enterprises to enter Indian retail market.
• Microsoft's first shop-in-shop pilot has been launched with the Tata
Group subsidiary Infiniti Retail's multi-brand consumer durables
retail format, Croma.
Sales tax laws - lead to retailers having state-level procurement and storage
leads to Indian retailers having higher inventories. VAT has helped
alleviate this a bit.
Retail space a report by Images Retail estimates the number of operational
malls to more than double to over 412 with 205 million square feet by 2010
and further 715 malls by 2015.
Luxury retail Indian luxury retail market is estimated to leap-frog from
around US$ 3.5 billion to US$ 30 billion by 2015, according to a survey
done by AT Kearney. India's luxury market, estimated to be the 12th largest
in the world, has been growing at the rate of 25 per cent per annum.
Kids' retail Leading the kids' retail revolution is the apparel business,
which accounts for almost 80 per cent of the revenue, with kids' clothing in
India following international fashion trends. According to research firm
KSA Technopak, the branded segment comprises US$ 701.7 million of the
total kids' apparel market-size of over US$ 3 billion. Industry experts say
kids' retailing will touch annual growth of 30-35 per cent.
E-tailing The increase in the PC and internet penetration along with the
growing preference of Indian consumers to shop online has given a
tremendous boost to e-tailing-the online version of retail shopping. An
estimated 10 per cent of the total e-commerce market is accounted by e-
tailing .According to the Indian Marketing Research Bureau (IMRB) and
Internet and Mobile Association of India (IAMAI), the e-tail market is
estimated to grow by 30 per cent to US$ 273.02 million.
Rural retail is estimated to cross US$ 45.32 billion mark by 2010 and US$
60.43 billion by 2015, says a study by CII and YES BANK. And with 87
per cent of rural markets not having access to any sort of organised
marketing and distribution, this segment has tremendous potential for
growth.
RETAIL REFORM
The Government allows 100 per cent foreign direct investment (FDI) in
cash and carry through the automatic route and 51 per cent in single brand.
Besides, the franchise route is available for big operators. To further attract
global retailers, the economic survey 2007-08 has suggested a share for
foreign equity in all retail trade and 100 per cent in respect of luxury brands
and other specialised retail chains.
• Premium products and services still sell well and Green is becoming
iconic – many of the less price sensitive consumers are still highly
style and status conscious, and consumers are going to increasingly
great lengths to boycott.
Ok, so that’s 3 consumer trends. How about the Retail Industry in general?
THREATS
• There are many retail chains that will be forced out of business in
2009 by their own debt structure and the global credit crunch. There
are also many retail stores that will close storefronts in 2009
because a recessed economy demands a recessed retail industry.
That’s just the way the economy ebbs and flows.
• The retail industry crisis will bring out the best that some
retailers have to offer, they survive.
• The big winner in 2009 and beyond will be American consumers. A
forced discrimination will create conscious consuming habits that
will not only redefine the retail industry, but also reprioritize daily
existence. Unfortunately, elevated consciousness never comes at a
discounted price.
CONCLUSION:
Many agencies have estimated differently about the size of organized retail
market in 2010. The one thing that is common amongst these estimates is
that Indian organized retail market will be very big in 2010. The status of
the retail industry will depend mostly on external factors like Government
regulations and policies and real estate prices, besides the activities of
retailers and demands of the customers also show impact on retail industry.
As the retail market place changes shape and competition increases, the
potential for improving retail productivity and cutting costs is likely to
decrease. Therefore it is important for retailers to secure a distinctive
position in the market place based on values relationships or experience.
Finally it is important to note that these strategies are not strictly
independent of each other; value is function of not just price quality and
service but can also be enhanced by personalization and offering a
memorable experience.