Almost a year in Indian market what are your key findings in shopper behaviour?

We entered Indian market with opening of our first exclusive retail store, KAI shop at Select Citywalk Mall, New Delhi. We call these shops our “antenna stores”. Though our bigger plan isn’t about opening more exclusive stores, it definitely helped us to understand the market. We were able to decipher the most popular products and SKUs in Indian market and they were contrary to what we thought about Indian market. For example, we never thought that India is such a good market for a product like bikini razor.

 Based on these tests, we are currently retailing on 3 categories and around 32 SKUs in General Trade and a few introductory outlets of Modern Trade. The product range includes nail clippers, knives, razors and cartridges. We are currently developing a category of 3-blade razors.

What’s your game plan for GT and MT?

See, our focus right now is GT. We plan to be present in 50000 GT outlets covering 80 towns of India though 100 distribution channels. Out of this, we are currently present in 8000 outlets. We have started with 4 states of Rajasthan, Punjab, NCR and Uttar Pradesh. We have selected these states simply because of the proximity to our production facility at Manesar.  

As for MT reach, we are taking slow and steady steps. We are already present at Relay’s almost all airport outlets and some of Wellness Forever outlets across the country. We plan to cover all the outlets of these two MT players before we place our finger on other MT players.

What are POP and POS solutions are you resorting to?

Apart from the regular posters, danglers and clip strips at GT, we have recently introduced a suspended air units, flanges. We have realized that there’s always lot of competition to be present on counter tops in the race of visibility but air spaces are not something people ponder on. However, it gives high value on visibility. What’s more interesting is that we have developed a simple plug-and-play model of these units which can be installed by the sales representatives themselves. Delhi-based Classic Display is our vendor for all our units. For MT, we are installing FSUs depending upon the footfall..