K Raheja Corporation’s Hypercity,

Shoppers stop, Crossword

Presented By:
Keyur Shah( PG-09-95)
Shraddha Goje( PG-09-42)

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• Established in 1956
• K. Raheja Corp. has grown into a multi-dimensional organization in
the fields of Real Estate, Retailing and Hospitality.

• Retail Business
• Shoppers stop Limited
• Hypercity
• InOrbit Malls(India) Private Limited
• Crossword

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Mission :

To sustain profitable growth by encouraging customers to discover a

authoritative Assortment of quality products with exciting promotion in a
globally competitive and create through our company values an
environment where our associates grow within the business.
 

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Vision:

“To be an Integral part of customer lives, by offering them a high

quality shopping experience through great products at even better
prices. “

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There's more to discover

Hyper CITY provides a truly international shopping experience, where

customers can shop in comfort in a large, modern, & exciting environment.
It offers a wide and contemporary range of innovative products, sourced
from both local and international markets.

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Composition:

Hypercity contains a wide range of products and huge

assortment to chose from. The hypermarket can be broadly
divided into :

Food -Fresh basket, Hypercity, Waitrose

Home -Ebano , Avorio
Home Establishment
Hi-tech
Appliances -Technix
Furniture
Sports -Raleigh, Maxit.
Toys
Fashion -Organica, vive, city sense, city life, city
style, River Inc.

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 Organization Structure

GM
STM HO GM

DGM
SOM
SM

TL Associate

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Discover the difference

Hypercity is more than just aisles and shelves,

it also boasts of some very unique shopping experiences,
which sets us apart.

Speciality Areas
Hassle Free Shopping
Exclusive imported food Clearer aisles
In-store Restaurants Faster check-outs without
24 hr Pharmacy queues
Gaming Zone
Cricket Net
Demo Kitchen
Home Theatre Demo Room

Features & Facilities

ATM facility
Consumer finance
Disabled access to store & toilets
Trial rooms
Free gift wrapping

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Location:
The Hypercity was started in 2005.
The Hypercity is located at 4 places with the latest one at Hyderabad.

Malad
Vashi
Jaipur
Hyderabad

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Discovery Club Cards:
This is a kind of membership card which provides points to the customer on
their purchase at Hypercity. Each point is equivalent to a rupee which can be
redeemed on the future purchases.

Discovery Wednesday:
Hypercity provides a special discount on a
wide variety of products on purchase on
every Wednesday.
It is somewhere in line with the Sabse Sasta
Din from Big Bazar and many other
competitors.

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 Formats:

Ranging from 40,000 sq. ft. onwards, HyperCITY

provides an international shopping experience and is
characterized by a wide product range

“Hypercity's new format “Gourmet CITY” is first true gourmet food store. At
Gourmet CITY one can truly ‘Discover a world of food’.

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 Recognition

International Awards
•Gourmet city won accolades as 'Most Innovative New Concept - 2008’
by Plant Retail.
•HyperCITY, Mumbai won The Award of Merit for Large Format
Specialty Store at the United States International Design Awards in New
York on 15th January, 2007.
•HyperCITY was voted as India's top retail store by ‘Retail Week’.

Domestic Awards
•Gourmetcity awarded as "Most Admired Food Retailer of the Year" & "Innovative
Retail Concept".
•Gourmetcity Awarded as "Debutant Retailer of the Year 2008".
•HyperCITY , a recipient of 2008 CIO 100 Award.
•Most Admired Retailer of the Year for Retail Design & Visual Merchandising -
Images India Retail Forum, 2007.
•Star Retailer - Value Retailer of the Year 2007.
•Asia Retail Congress - Reid & Taylor Retailer of The Year (Hypermarket).

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 Partners
To bring Indian shoppers a world-class retailing experience, Hypercity has
partnered with the best of class.

JHP JDA
Hypercity has partnered with JHP of Hypercity has deployed best of breed
London for in-store design. technology infrastructure from JDA, which is
the leading global retail technology provider.

Johnson Diversey
Johnson Diversey is a world class & trusted source of Cleaning and Hygiene products and
services.

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Shoppers' Stop Limited is a chain of Retail stores in India
owned by K. Raheja Corp.

• Shoppers stop has progressed from being a single brand shop

to a family Oriented fashion and lifestyle store.

• Shoppers’ Stop operates under the departmental store format,

and was one of the pioneers of the large-format stores in
India.

• SS started on 27th of oct,1991with its first store in Andheri,

Mumbai.

• Shopper's Stop has become the highest benchmark for the

Indian Retail Industry.

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The only Indian Member of IGDS (Intercontinental Group of
Departmental Stores )

Parent company- K Raheja Corp.

Vision
“To be the Global Retailer in India and maintain its No.1
position in the Department Store Category.”

Positioning
“Shoppers’ Stop is positioned as a family store delivering a complete
shopping experience defined by its mission, vision and values.”

Competitors- Pantaloons, RPG, Lifestyles, West side, Pyramid and globus

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Customer Profile:

Shoppers’ Stop’s customers fall between the age group of 16 years to 35years, the
majority of them being families and young couples with a monthly household income
above Rs. 20000 and an annual spend of Rs.15000. A large number of Non - Resident
Indians visit the shop for cultural clothes in the international environment
they are used to which means people from abroad are also interested in
shopping in Shopper’s stop. Their target customers are upper middle class
and upper class

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Shopper’s Stop is known as multi-Brand retail out let because of their
verity of Products. They offer various products like :

•Apparels
•Accessories
•Toys
•Fragrances
•Beauty Products
•Travelling products
•Home Appliances, etc.

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Distribution

Shoppers Stop is Indian largest chain of Super Stores

with an aggregate acquired area of 11 lakh sq. feet.

Shoppers Stop Ltd. not only concentrates on the location of

the stores but also emphasizes on the service excellence

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Supply Chain Management:
Shoppers’ Stop -Streamline its supply chain.

Developed process manuals for each part of the logistics chain.

These modules include :

• Vendor management
• Purchase order management
• Stock receiving systems
• Purchase verification
• Inventory build up
• Generation and fixing of price
• Store tags
• Despatch of stocks to the retail floor
• Forwarding of bills for payment

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Strengths
•Pioneer in departmental format
•Loyal customer base(2.5 lakh members who contribute to nearly 65%
of the total sales)
•Low risk and sturdy business model
•Healthy financial position, low gearing
•Presence across retail segments, lifestyle , value and specialty retailing

Weakness
•Competition from standalone specialty stores.
•Late foray into value retailing with 51% stake in promoter owned company
•High spend on store makeovers and interiors to ensure a pleasant shopping
experience

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Opportunities
•Expected 30% CAGR in organized retail to result in better footfall and
conversion rates
•Entry into Tier 2 and Tier 3 cities
•Collaboration with foreign players because of a national brand
•Organised retailing is still in the infancy stage in India so there is a large
scope of establishment
•Strong distribution and logistics network and the supply chain

Threats
•Employee shortage and attrition due to rapid growth in retailing
•Impact of slowdown in consumer spend to be felt on department stores
•Opening up of economy for free entry of foreign players
•Difficult to find the prime location due to increase in real estate prices.

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Overcoming Challenges:

•Introducing incentives and higher pay packages to reduce attrition.

•Right Positioning.

Capitalization on opportunities:

•Attract a large number of international brands

•Introduce new brands and develop new private labels
•Shoppers stop has a loyalty contribution of more than 60%.
•Increasing in the number of the working women has increased level of
disposable income.
 

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 DIVERSIFICATION

Shoppers Stop started off as a department store in the early

nineties. Subsequently it has diversified into Specialty business represented
by :
• Crossword Book Stores
• Brio (Coffee Chain)
• Desi Cafe (Indian Fast Food)
• Mother Care (Franchisee of the UK brand for mothers and kids)
• MAC (Makeup Artist Cosmetics).

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Source: Company Data

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1Ith April 2008, Shoppers Stop changed its logo and adopted
the mantra "Start Something New".

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Customer Rewards the First Citizen:

•Loyalty program is called The First Citizen.

•Database of over 10 lakh members who contribute to nearly 65% of the total
sales of Shoppers’ Stop.

International Affiliations:

Shoppers’ Stop is the only retailer from India to become a member of

the prestigious Intercontinental Group of Departmental Stores (IGDS).

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The IT Backbone

•First few retailers to use scanners and barcodes and completely

computerise its operations.
•Few stores in India to have retail ERP (Enterprise resource planning)
•To open new stores faster and get information about merchandise and
customers online.

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 Awards and Recognitions for Shoppers Stop
Awarded as the Emerging Retailer of the Year by the World Retail Congress
(WRC) in 2008.
Mr. B.S Nagesh , the Managing Director of the company has been inducted
the retail hall of frame at the WRC.

Award Conferred By Year

Best Individual Retail CMAI 2002,2004
Outlet
Super Brand Status Super Brands Council 2003-2004
Most Preferred Retail chain Lycra Images Forum 2004
Most Admired Retail Images Fashion Forum 2005
Destination
Most Admired Shopping Images 2006
Destination

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Future Plans

Shoppers’ Stop aims to position itself as a global

retailer. The company intends to bring the world’s
best retail technology, retail practices and sales to
India. Currently, they are adding 4 to 5 new stores
every year

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 BRAND AMBASSADOR

Because both of them dominate in their respective industries

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"There is more treasure in books than in all the
pirates' loot on Treasure Island…and best of all, you
can enjoy these riches every day of your life."

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In India, shopping for books has always been
thought of as a book-lover's hobby. The
traditional bookstores, with their dreary, dusty
and browser-unfriendly atmosphere, have
discouraged all but the serious book-buyers.

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 The Crossword Chain

It was instituted in 15th October,1992

Now Crossword has fifty-two stores, across
Mumbai, Bangalore, Ahmedabad, NewDelhi, Ghaziabad, Pune,
Nagpur, Vadodara, Kolkata, Chennai, Jaipur, Vishakhapatnam and
Hyderabad as on today is India's fastest growing chain of bookstores.

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Why Named Crossword?

While we do crossword puzzles for fun, they are also a learning

experience. The name Crossword was therefore chosen to reflect the
dual fun and learning experience of a visit to Crossword.

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Vision

“A place and space for people who seek information, knowledge or just the
pleasure of reading.”

Positioning

“Crossword, positioned as a lifestyle bookstore, has been able to change

this by designing large, spacious, well laid out stores, with bright cheerful
interiors that encourage people to stay and browse.”

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Achievements

•Featured in Advertising Age International, USA, as one of the Marketing

Superstars for 1994.

•Federation of Indian Publishers Award for excellence in Publishing for

the year 2004

•Reid & Taylor Award for Best Retailer of the year - Leisure & Specialty at
the India Retail Summit 2005

•Retailer of the Year Award - Leisure (Books, Music and Gifts Category) at
the Images Retail Awards 2007 and 2005.

•6th most admired retailer in India by Business world for the year 2006

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 Marketing Policy

“A Specialized Book store”

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Products

Crossword addresses a wider audience than existing stores with its unique
product mix.
There is the widest range of books for the young and old alike, along with
magazines, CD-ROMs, music, stationery and toys. With its large children's
section and its focus on making the store a friendly, safe, fun-filled place,
Crossword attracts many families who normally don't think of visiting
bookstores.

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 SERVICES

Dial-a-book, Fax-a-book and Email-a-book

right book, the right CD or the right gift for the right occasion.

Facilities like the Crossword Gift Vouchers,

The Cafes within the stores and the unique store experience.

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 AWARD

Crossword launched the Crossword Book Award in 1998 to recognize and

reward the best of Indian writing. There was one cash prize of Rs 200,000
in 1998 for the best original work of fiction in English by an Indian author,
and it was won by Allan Sealy for The Everest Hotel.

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Promotional Activities
Crossword Book Rewards Program with points,
discounts, promotional offers and more. 'e Words', a
monthly e-newsletter with reviews of new books,
news about in store events and bestseller lists, is
currently mailed to these Members

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Some Schemes
Contest-
Crossword launched the Crossword Book Award in 1998
to recognize and reward the best of Indian writing. There
was one cash prize of Rs 200,000 in 1998 for the best
original work of fiction in English by an Indian author, and
it was won by Allan Sealy for The Everest Hotel.

Gift Vouchers-

50/-, 100/-, 250/-,500/-,1000/-

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Market Competition

Physical
1-Land Mark
Online
1-Rediff Books
2-FlipKart
3-Infibeam
4-Oxford Bookstore
5-e-bay India

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Sources:

•www.wikipedia.com
•Khoj 2007
•The Hindu
•www.indiaretailbiz.com
•www.reuters.com
•www.hypercityindia.com
•World Retail Congress 2008-04-10

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THANK YOU

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