Imagineering india multi brand retail in India, 2014

Imagineering India
Driving value based opportunities with India forward…
Insightful Advice – Considered Strategy – Execution Leadership
1
Multi Brand Retail in India
- To the aspirant multi-national retailer
Markets exists and continue to be…
Markets come to be, grow and flourish within the dynamic information
asymmetry, the delta between need vs. desire, hope vs. despair and the
omnipresent human instinct for gambling - that “this time, it would be
different, for this is my turn!”, despite the evidences to the contrary; all
within the ambit of primal human frailties (Kama - lust, Krodha - anger,
Mada - pride, Matsara - envy, Moha - passion / obsession, Lobha - greed,
Shoka - sadness / grief), which are interrelated and mutually non-exclusive.
Visual and material images of success, possessions, status and relevance for
self and others closely identified with (family and friends for instance),
amongst peers and beyond, continue to drive the pursuit of symbols and
accumulation of exhibits, with both rational and irrational means, despite
repeated and historic market failures, life’s lessons on futility and
teachings from the Wise and Serene!
So is and such is Life…
Schari13@gmail.com
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Know India from within - just another heterogeneous
habitat with a history of Her own, shaping Her
personality...
As any, India is interesting so is an Indian, historically heterogeneous and
a compelling contrast, a place of extremes, where the genie coefficient has
grown ever wider with each phase of socio-economic change.
The sea of human, material and perceptive aspirations gymnastically
coexist amongst the Hindu philosophy of “Karma” and other cohabiting,
constitutionally secular and occasionally argumentative philosophies,
amidst the ever-shriller promise of “Better Days with Dignity and
Abundance” from all forms of Leaderships, from every quadrant of socio-economic
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life.
Non-worldly as it may be, the oft quoted altruistic prose from the
renowned and popular "Bhagavad Geetha"; "Karmanye Vaadhikarasthe
Ma Phale Shukhadachana" reminds the reader of one’s obligations, sense
of duty and the sheer pleasure of “Living Life in Just Ways” vs. the
fixation on the result / the end / the tangibles, invariably the source of
disappointment, resentment or worse still, disenchantment. This, if it were
literally followed would mean the end of markets as we know, for the Hindu
philosophy discourages desire, sense-of-entitlement, innate consumption,
extreme emotions and encourages one to live an impassionate life of
renunciation with dignity, respect, care, give and universal harmony!
Drawing from the deep well of diverse and secular philosophy, weltering
experiences of the past and the trials and tribulations of post-independence,

India in general, harbors contiguous and deep ambiguity and anxiety
towards:
• Persians and Central-Asians (for the violent and plundering
conquests of the past)
• English, Spanish, Portuguese and the Dutch for the proselytizing,
exploitative mercantile and humiliating colonial past
• America for its overt and covert self-serving Foreign policy of
decades and perceived pandering to India’s Achilles-heel Pakistan
under the hijab of regional power balance and the fight-against-selective-
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terrorism (the self-appointed Global Sheriff mantle)
• Chinese (for their post independence aggression and thereafter their
clear bias towards Pakistan without qualification, continued
distrust, unresolved border issues and all-out efforts to dominate the
region where India too harbors aspirations of Her own) and
• Pakistan, an unexplained and continuing furnace of chaos, distrust
and discomfort shaped by violence and clinical hatred between both
sides, which has degenerated into a compulsive existential way of life.
Both lack courage to see the obvious and start a new life as destined
cousins and neighbors, a historical reality and a commonsense
mutual value going forward! Leaving behind a better world for our
children and grandchildren continue to elude beyond the scribes and
speeches?
And
• The Indian polity, business and industries, bureaucracy, law and
order and anything else in the position of power or responsibility, for
the repeated letdowns and clan self-enrichment.
Overall, India continues to live an unsettled and skeptical existence since
long, amongst many an axis of stresses and tension, likely not too

dissimilar to many a people with robust and proud history with an
unrealistic-sense-of-superiority, nostalgia and inflexible self-righteousness,
in a world brimming with tumult, progressively more connected and
perceivably globalized, but in reality, intensely untrusting and insular,
where the popular scribe and commentary, fashion the present times as
“Democratic, Civilized and Evolved Era”!
Further, India believes that today's uncontrolled, thoughtless and endless
violence under various isms, in particular the frontal as well as covert
assault on the self-righteous image of the free world (was or is it ever free
in the world where desire to hegemon is primal!) by the deemed inflexible
and irrational people / faith in near-trance state, besotted with incoherent
maxims and intransigent doctrines, is in fact, nothing more than disguised
and self-serving resource economics, sprinkled with the Religious Crusades
from the medieval-times.
This mindless destruction phase, I am afraid, will continue at a great cost
to the humanity, for the foreseeable future. I assert that, as is evidenced
from the history, there are yet again strands of intolerance, fear and self-preservation
at play vs. desirous cohabitation, coexistence, pursuit of
universal harmony, courage of acceptance, plurality, selfless leadership -
the essentials for creative and cooperative betterment of our World.
Visually, an Indian will display polite appreciation, appeasement near
subjugation or drooling admiration to anything / anyone foreign (except
to those who are perceived to be weaker or inferior, a class racism
insistently but silently still practiced by Indians at large), often a
signature of the weak in front of the strong, but never from the heart or the
mind. Face value flattery, indulgence or self-gratification comes at a
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significant cost or peril to the naively accepting / gratification seeking
recipient. It is only a matter of time, when an Indian, when one can, will
strike and align with his kind and his true emotions.
Along with the emotional history of an Indian, one should not forget the
Indian's life training on darwinistic survival, "Jugaad" and the practiced
expediency to get by and get ahead by any means possible, with scant
regard to conscious, dignity, shame or integrity!
There are exceptions to everything and everyone, but on an average, an
Indian desires adulation, recognition and respect and return
disproportionate to the commensurate investment continuum in virtues or
actions, hence the healthy practice of “Trust but Verify” is doubly
recommended.
As is the fact between any generations, there exists nuanced anomalies
amongst various Indian demography, where a closer look, deeper
understanding and commensurate guidance, all underpinned by long-term-
view and strategic as well as operational flexibility is a must for
anyone who wishes to operate confidently, effectively and for the long-term
in India.
It pays to remember India’s erstwhile policies of “Non-alignment” and
“Swaraj - Self Sufficiency” and its deep and lingering influence on the still
ruling class, bureaucracy and academia. India’s business class is deeply
engaged with the polity and has artfully mastered the profitable existence
within the regulations, discretions and exceptions driven socio-economic
architecture, paying lip service in academic words to the in-vogue open-market
principles when convenient, arm-twisting the policy makers behind
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the screen, under the disguise of National Interest and the threat of
Capital Colonization.
India was and continues to be a complex market for any one or any
endeavor from any point of view.
What is the state of multi-brand retail in India and
why? The Hypothesis:
Yes, multi-brand retail is not yet acceptable in India, for now, in
particular to the present government. This is likely to continue for
sometime under the present governance cycle, which goes until 2019. I
would like to think that, any noticeable change in this policy would only
emerge in the next cycle of polity, i.e. 2020 onwards.
The polity is concerned about the level of preparedness of and consequences
to the 600,000 plus small businesses engaged in the retail sector, which
employs over 100 million people, by the onslaught of organized, well
capitalized, best practicing multi-nationals. This is a repeated and proven
vote bank of the current government.
India draws many an example of protection by the so called advanced
societies in protecting / subsidizing / bestowing time and unfair advantage
/ tax payer funded support to the weaker / desired / organized players in
the western economies, be it in banking, insurance, pharmaceutical,
agricultural, energy or others. A practice of convenience witnessed by all
for ages, silently endured by the weak forever and now, vociferously
objected to by the growing number of educated, economically progressive
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and assertive populace, in particular from the emerging economies.
There is not one irrefutable example of uninterrupted free market in the
World! WTO, GATT and many a “Free Market Bodies” ostensibly
driving the “Free Market Good for the Human”, which are instituted by
the “Growth-Market-Hungry” producers, who are in-turn, funded by
“Impatient Capital, which turns the longest “Every Quarter” and the
shortest “Every Flip of a Microprocessor” struggle, rumble and pontify
within this irrefutable reality!
History clearly illustrates that all economies developed on the back of
tariff, protection, subsidies and selective nurturing; often playing to the
agenda of the powerful of the day! Forced or imposed opening of any
market on the basis of leverage or overbearing strength is no virtue, is a
clear example of hegemony, which only builds the negative ionic pressure
awaiting release. When the eventual burst / release does come through,
timing unknown, often in ways unknown, the uncontrolled result is usually
unmanageable and often regressive!
I believe that, over the time, as the local retail sector learns, strengthens
and readies, albeit with plenty of hand-holding, support and resistance;
multi-brand retail by local and global players in India will become a
reality. Economic realities will only add pressure to this eventuality.
When... If I know, I will not have to work henceforth....

Under the circumstance, what would I recommend
that a global retail practitioner should aim for in the
interim?
Waiting for the threshold of “Clear, Comprehensive and Level-Playing-
Field underpinned FDI Policies and accompanying Regulatory
framework” before engaging with India is the highest-risk and most likely
assured-failure Strategy for anyone or any business who wishes to and
needs to include India as one’s growth strategy.
Be the middleware of the eventual "Open Market Retail" driven (forced) by
market principles (reality), albeit closely watched and favorably regulated
by whoever is in power... India, like any other complex, populous and
heterogeneous populace, will never be a textbook Free Laissez Faire
Economy.
Be the branded partner of the country in preparing the multi-brand retail
sector for the eventual and progressive globalization (or near image
thereof).
Be the one recognized and respected by the government, retail sector,
business organizations, business leaders and community at large, as the
one who had the foresight and the courage to partner with India, when
and where needed! Be there as the first draw, when the eventual will
happen. e.g. Robert Bosch and Suzuki in automobile, Siemens in
engineering, Lever in FMCG....
Strategy and best practices consulting, advisory, training… Step up to
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advice the government on what is good for the country in this sector, how
to get there with least possible political, socio-economic and global-power-play
risks. Work on being a known entity of value early in the journey.
Avoid being viewed as a mere opportunist who comes with a hammer and a
bag after the hard work has been done!
Branded procurement, aggregation, distribution and supply chain services
- advisory, planning and operational service offering. Help the suppliers do
their best and helping the retailers to get the best out of supply chain and
participants.
Be the lead exporter, aggregator, conduit from your markets for well-recognized
and desirable quality products - e.g. dairy and all related
products, processed and non-processed farm produce, processed and non-processed
meat (remember the sensitivities of Indians), non-seasonal
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consumption.
Branded people, processes, technology - provisioning, licensing, leasing,
training and transaction based services
BI and Analytics services
Branded product, merchandising and pricing strategies and services
Branded food processing and packaging services - compelling gap exists!
Advisory and services on relationship management, entry / penetration
strategies and operational effectiveness covering policy, regulatory and
bureaucratic services - central, state, regional and local

Loss prevention and minimization strategies and services - technologies,
processes, aggregation / categorization and management...
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Customer satisfaction and retention strategies and services
Be the one to help build the Multi Brand Retail in India, drawing on the
best practices that made you successful in your country / region….
More than 1 million new-consumers are created in India every
month, another one of the great migration from subsistence to
confident future and consumption, in any sector and every
sector. If one does not walk the street, listen to the buzz, smell
the excitement, experience the energy and eye-ball the
Aspirant, Confident, Can-Do Indian First Hand, then one
does not know, no matter what methodologies or resources one
might have employed.

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Imagineering India offers:
• Insightful understanding of history, anthropology, behavioral
economics and current drivers; layered on Indian Traditions +
Culture + Personality, Psychology, Decision Dynamics, Policy /
Regulatory / Legal Architecture and Socio-Economic Imperatives;
from what to why and on to how!
• Help to explain and articulate purpose built “India Growth
Strategy”, anchored in “Indian Vision, Possibilities and Realities”,
harmoniously integrated with your organizational DNA and
generally accepted contemporary / commercial / legal standards.
• Help to co-create common understanding, sustainable and all-round
value agenda / program, multi-disciplinary-geographical-cultural
teams and methodologies to successfully execute on the strategy with
metrics & merit.
• Help to design & execute on “Winning & Lasting Strategy”
amongst assured and open global competition.
• Help to identify, quantify and manage “Risk” - political /
commercial / social / reputation / legal / brand...
• Execution Leadership and Functioning Relationships across India
from many a facets of Indian Life and Global Businesses.

Imagineering india multi brand retail in India, 2014

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