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Jockey India – dressing up India’s hinterland

By Satarupa Chakraborty | July 31, 2018

Recently crossing a number of 500 EBOs, sportswear and intimate wear major Jockey India, is focusing on not only expanding their retail network but also penetrating into smaller markets including rural locations. Retail4growth speaks to MC Cariappa, President – Sales & Marketing, on building a strong retail touchpoint bandwidth and focusing on in-store experiences.

When it comes to retail presence, you can be called omni-present. what’s your further plan to expand your retail reach?

We recently crossed the number of 500 EBOs and we plan to take that to 1000 in next 3 years. It’s interesting when we talk about our far-reaching retail presence. We may have multiple stores in one vicinity and they all could be successful! This confidence now prompts us to reach even smaller markets and rural locations. What we are also conscious about is to help our franchisee partners with frugal business model and all support in terms of marketing, VM etc.

Looking around, we can see that you are innovating on store formats and in-store experiences. Tell us more about that.

See, even after achieving a strong retail visibility, we understand that retail is not about manufacturing and distribution. Therefore, we have broken into many sub-categories lately. For example, we now have 30 women-exclusive stores. We also got into accessories business, which can’t make for a individual format right now. Hence, we have decided to dedicate retail space for that category. Our Athleisure category, which is currently being retailed via mostly MBO channels, will soon add a special store format retailing only this category. As we proceed to even smaller markets, we will innovate in many more formats simply because franchisee ROI is important to us. To improve our in-store experiences and to increase footfall, we have started refreshing our VM schemes, window etc almost on a monthly basis.

Omni-channel is the new mantra for any retail business today. Specially, many successful entrants in lingerie business have come from online background. What would be your strategy in that line?

We are pleased to inform that we also launched our exclusive e-comm platform, Jockeyindia.com and this channel has given us exponential growth of as much as 112%. More interestingly, we have not ran our e-comm business on discount model and still, it has created that amount of traction. Though we don’t have any plan for omni-channel and cross-selling as of now, we are certainly very hopeful about our online retailing and will scale up the experience further.  

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