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Business India

Let There Be Light – Part 2

In my previous post, I had mentioned that industry leaders had finally started to share their views on the FDI in retail debate. This would help evaluate the issue from a fresh perspective and in the light of cold logic – used sparingly in the various discussions till now.

The latest addition to the list of sane voices is the excellent piece of analytical thinking by Messrs Rama Bijapurkar, S Raghunandan and R Sriram – writing for Forbes Magazine

While earlier opinions have been largely based on qualitative assessments and “gut feel”, this article is a sharp, quantitative study of the proclaimed benefits and imagined fall out of allowing FDI in Indian Retail.

The authors have examined the issue from six broad perspectives –
1) The impact of FDI – how and which consumers will benefit ?
2) Who will the likely players be
3) What is the estimated market size, and hence, the number of stores required
4) Where will these stores be made ?
5) What will happen to the small farmers ?
6) What kind of jobs would be created ?

The essence of this analysis is similar to what Mr Rajan B Mittal had said in his interview (see previous post).
(Luckily enough, I have had the good fortune to be on similar wavelength as these illustrious people 🙂 )

India’s retail model will evolve differently from the way it did in the US / UK. It will require different thinking, deep consumer understanding, lots of guts and deep pockets. It will not be the broad spectrum antibiotic, but it will definitely change this ages old occupation for good. 

I quite like the way the authors end their piece – to quote –  So let’s reality-check the wild hopes and discount the alarmism, and get on with the job of building one more good thing for the future. It will not be the cure for all ills, but it certainly is one more remedy that needs to be given its best shot.”


Meanwhile, Gaurav Chaudhury and Dipankar Bhattacharya, writing in The Hindustan Times mention that Delhi might be one of the first states to allow FDI. CM Shiela Dixit has already started the process of dismantling the APMC Act, and is likely to fast track the process. They also examine the issue from various lenses, and quote a few examples of the impact of modern retail. They contend that direct sourcing will not improve the lot of the farmer by a large extent, since the number of farmers benefiting from this would not be large – this strangely echoes the earlier article as well. They conclude by saying that there are enough supporters on both sides of the argument.


So, what does this leave us with ? More clarity than confusion, I certainly hope. To reiterate what I had said here, this intervention needs strong policy making by the government, so that it can deliver the intended benefits that it claims. It will have good and not so good results, but it is upto us how to maximize the former.
Categories
Business India

A Random Reading List

What started with a bit of blog post statistics analysis soon turned to a Googling frenzy – First, to determine if this piece of authorship would feature even remotely on the Google radar – (alas, it didn’t !) – and so, what does Google throw up when I type “FDI in Retail”…

This led me to an interesting web page hosted by The Hindustan Times at – http://www.hindustantimes.com/India-news/NewDelhi/What-s-FDI-in-retail/Article1-775543.aspx
This page had links to other articles on the FDI in Retail issue, one of which was written by Mr Harsh Mariwala – the top boss at Marico Industries –  for the Economic Times :  http://articles.economictimes.indiatimes.com/2011-11-30/news/30458687_1_retail-chains-foreign-retailers-retail-fdi  –  It details out the impact of the retail revolution on job creation with relevant data, and also touches upon other relevant points of view in favour of this idea. 

As I was mulling over this, I realized that I had rather ambitiously somewhere in my earlier posts mentioned that I would talk about data and its impact on modern retail. 

And that in my enthusiasm to capture the history of modern retailing in India, I had completely missed this bit out. 

I then suddenly recalled a brilliant article on data mining, and how retailers in the west use it to gauge when female consumers could possibly be pregnant – yes, you read that right ! – and after some more mind search and googling, I found the link to – http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html?pagewanted=all – truly an amazing piece of “detective work” if I may call it that..and the interesting thing here is that Indian retailers are not unaware of this and similar data related practices to track and predict consumption – two circumstantial pieces of evidence to support this notion – 

1) All modern retailers today try and push sell a loyalty / membership card – one that rewards the user with points for every purchase. This is precisely what is used to study and analyze consumer behaviour trends.Its not a bad thing, as it helps them to plan assortments, time new introductions, and even store lay outs in some cases.

2) That it is now being put into action was corroborated today, when a senior colleague received an SMS from Domidoesntknow’s PizzaChain, saying that its been three months since he’s visited them and how they would like to hear from him again – and all this while communicating a discount offer! 

So, if companies in India are now doing what is an already established practice in the evolved modern retail markets out west, what are they doing to survive and thrive, given the difficult times they seem to be facing. 

Cue – to the second interesting article which was discovered amidst the frenzy..http://hbswk.hbs.edu/item/6944.html – highlighting how JC Penney is attempting to re-invent itself, in order to be more competitive in the future…

That’s all for today guys – no weekend off this week again, so I have to end it now. 
Cheers !