|
Biyani has played a very prominent role in the development
and growth of organized retailing in India in recent years,
through his innovative and intuitive methods. He has achieved
commendable success by his out-of-the-box thinking and by
keeping away from conventional ways and age-old practices.
A typical example is his selection of January 26—India's
Republic Day and a national holiday (when most people would
spend their time at home with their family)—as Maha
Saving Day, i.e., sabse sasta din and set a sales target
of Rs. 26 cr intuitively, without any objective reasoning.
Biyani's retail strategy has clicked and his success has
surprised him too. He expresses his surprise that the strategy
to create Big Bazaar in big cities has drawn large crowds
in such a big way that at times it becomes difficult to
manage the crowd. It appears as if there has been a huge
pent-up demand for such stores for quite sometime and the
sudden availability of such stores has made consumers to
make a mad rush to satisfy their demand. Thus, Big Bazaar
became a big hit Despite the doubting Thomases all round.
Biyani believes that everyone who has some aspiration is
a potential customer and he does not subscribe to the conventional
thinking of classifying customers into various categories.
He has tried to capture the uniqueness of the Indian market
where diversity is so predominant that one may have a market
all round the year by creating attractive temptations for
different types of customers.
|
