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"India is ready to feed the world" PM Narendra Modi said on Tuesday, April 12, 2022. data-ad-client="ca-pub-7790660518805226">
We should trust the said words of PM Modi. It really matters a lot when Modi is saying these words and the world is going through a food crisis. On the other hand, the food crisis in the eastern part of Europe and Africa is getting worse day by day. Ukraine's major food supply chain was severely stuck after Russia's invasion of Ukraine. The impact of the war is huge on wheat and edible oils, although many other commodities are prominent, but wheat is one of the major commodities that has caused demand collapse across the world.
Ukraine and Russia together contribute 30% of the world's wheat production.
Therefore, the huge share in the supply chain is now clearly visible everywhere. At the same time, India being the largest producer of wheat has the potential to feed the world but there are other internal issues where the greater responsibility is the issue of India's food security. However, our PM shared his views with the world that India has the capacity and capability to feed through our natural agricultural produce and in other words can supply them to feed on a large scale.
At the same time, it was decided by the Government of India to export wheat and ensure that the gap in the supply chain of wheat caused by the Russian/Ukraine War was quickly filled and to take the opportunity to dominate the international market.
This has given us an opportunity to show our strength to the developed countries.
Undoubtedly more than 7.85 million tonnes were exported during the financial year 2021-22, and ~1.1 million tonnes were exported in April, 2022.
It was stated that India could export 10 million tonnes of wheat by the end of July 2022. Things were going well, the Kandla port became congested due to heavy traffic of ships and thousands of trucks outside the port. Kandla has a strategic advantage due to its proximity to the western port and wheat producing states.
The direct export of wheat has given a big support to the prices, farmers are getting better rates above the MSP. Things were in a straight line either way. Once the Indian government opened up the export of wheat, paving the way for the world where things were coming from India in the best possible way. Private companies started signing and selling to foreign buyers. You may be aware that due to the decision of the Government of India and the priority loading at the load port, exporters of other commodities such as wheat flour, rice and other commodities have to wait for a month for the birth of their vessel. In such a situation, they are facing heavy losses, why only because of wheat and that GOI made on their priority list.
On can compare the prices with MSP. Base selling ex-warehouse rates were around Rs.2250/Qntl during April, 2022, which was F.O.R. Kandla Rs.2550~ per quintal.
More than profit to individual exporters it was a pride that we are exporting Wheat. India is exporting wheat where we are going to fulfil the hope of countries where food crises is on the edge. On the other hand, this will give supports to the ambitious words of PM Modi which he given to world that India is going to feed the world.
But, in between something happened unexpectedly,
On May 13, 2022 the government banned all private wheat exports with immediate effect. It was not expected that GOI will take this action without
My concern is why Govt. of India took this kind of decision. Is there no worth or importance of Indian exporters who brought tons of value of wheat at Port for loading to their buyers as per the policies of DGFT.
Is this a decision that only hurt exporters, transporters and shipping agents? Is not this hampering image of our country?
Still 1.2 million-ton wheat of 2700~ crores is lying at various port areas as on date or some are saying 2 million ton stocks, however exact figures are not available on public portals or even APEDA has nothing to share. Amazing things. At this age of technology, we don't have the exact stocks which are moved for export and lying at port areas. Unexpected things are making the noise and hampering our image.
I have few ethical questions asking to Concern Ministry of GOI:
Why Wheat export is allowed without evaluating the internal facts?
What will happen to nice words of PM Modi which he delivers to world that India will feed the world?
Without consulting or going through the facts why Ban is imposed on Wheat export?
Who cares about India’s image in WTO?
I understand that first of all we should think about ourselves, our country, but also we should think about our business houses/our exporters and the people in this ecosystem who have done this through the circular of the Director General of Foreign Trade. Money was spent on one word. , For those people, the wheat export circular was not from DGFT, it was from PM Modi "when he said that India is going to feed the world"
I request the concerned Ministry to look into the matter and before taking any further steps, request for exemption to those exporters whose stock is lying in port warehouses and are ready to ship. Most of the contracts are done on CAD basis, so they will not be able to produce LC at this time. However, such hasty decisions by the Government of India will certainly bring disrepute to our country, our business practice and trust.
Written as a commodity analysist and trader by me,
When consumer is in the center of all activities and their preference is changing then we should understand that we are in the era of Retail 4.0. Now things are changing very fast and technology is adding those wings to it. The last half decade is dedicated to various tech driven startups in B2C, B2B, Q-Com, D2C, Food Delivery, Logistics Pharma, Fintech and many more areas. There is no doubt in mind that Indian end consumer is facilitated in many ways and this has made them lazy and obsessed. So, there we don't need to focus because things are at the center of all these developments.
Retail 4.0 is a convenience driven sector where all stakeholders are working on innovations. Here things are revolving around technology. Most of the startups are driven by technology i.e. tech is their business and without it they are nothing. When the crowded Apps are creating demand, ensuring supply chain and providing Fintech services to end users so it is true that those are the technology drives businesses.
Change is good and inevitable, and those who resisted they were eliminated by the market. As far as the current developments in retail are concerned, I am satisfied that things are progressing rapidly and smoothly. The end consumer has a plethora of options to choose from, evaluate and make a purchase decision through the best suitable mode.
Do you know who is the most important link in the entire distribution channel? You would say distributor but my answer would be the retailer which is taking the most pain in the entire journey of a brand. He is the one who is creating the product "brand". Yes, this is a fact.
Retailers also got many options to source their merchandise. Earlier they had to depend on traditional distributors, some price cutters and cash and carry formats, so dependency was high with traditional channel but in present scenario they have C&C, B2B, traditional distributors, price cutters etc. This has strengthened their sourcing and accordingly they can be able to offer some competitive products to their customers, but they need more focus.
Before I suggest solutions it is unavoidable to list the problems they are facing in their routine and what has made challenges for them in terms of their sustainability. Here are more than twenty factors which are stopping them to be part of the development and growth.
v Space constraint – size of shop is not much to keep the entire product range
v Improper Product Assortment – not able to coup the hyperlocal requirement in fast pacing changes.
v Competition from large format Retail stores and walk through stores, E-commerce & now D2C brands.
v Change in Consumer Behavior
v Manpower Issue – not able to service home deliveries & other customer oriented services
v Promotion and Offers not available
v High Density of Kirana Stores in same vicinity.
v Next Generation is moving out from this business.
v Lack of IT, not using computer billing & POS.
v Limited Working Capital.
v Food Safety compliance.
v Do not want to keep records of bookkeeping
v Lack of market knowledge.
v Due to stand-alone status and no apex body representing them to safeguard their business.
v No Banking facility in terms of Credit line as a retailer does not maintain books of accounts.
If you're wondering?, that these are the only challenges at the retailer level, I might have forgotten to mention more. I sympathize with grocery retailers as compared to other retailers because of low margins, and they are losing business day by day.
Now, I think "disruption" is the right word that startups are using and based on that they are getting good funding. Actually disruption is a big word which is affecting the entire retailer community and when things happen on such a large scale it is disruption. So my way of thinking is correct that disruption is tantamount to the destruction of grocery retailers.
Just like hyperlocal fulfillment is done by traditional distributors, retailers are doing last-mile connectivity to end consumers. Consumer-focused ecommerce startups are letting consumers end mass, burning millions of dollars and diverting the business of these retailers from them.
I have personally met more than three thousand retailers so my experience is more than expectations. Here would like to communicate with people who has sympathy with the Retailers that we should do something great for them. When I met retailers last few months I came to know that Kirana retailers lost 30-40% of their business volume. Here are factors which are giving them tough competitions and are liable to erosion of opportunity from the nearby consumers.
Mentioning the formats of ecommerce those are consumer centric:
· B2C players they are into Omni channel, hyperlocal, demand bugger, aggregator etc., hybrid
· D2C Brands -Direct to Consumer
· Q-commerce – Quick Commerce delivery in 10 minute
· Big Box Retailers – Like Reliance Smart, D-mart, Big-Bazar
There are more than 150 startups operating in this segment, both nationally and regionally, having their appropriate sized business in their areas of operation. It is true that D-Mart is a big villain for retailers, a new D-Mart store is responsible for reducing 50% of the retailer's business and closing up to 2% of stores. As per my analysis the impact of a DMart store remain in the radius of 2-3 km. There is no other standalone big box retailer like Dmart that has so much magnitude to negatively impact the retailers. There are 5-6 D-mart stores in a city like Jaipur which is quite reasonable numbers that affects the retailer universe of 2500-3000 unpleasantly. And heard from market that they are planning to open more stores,so can think how rapidly they will take the share of native retailers.
Further, D2C and Quick Commerce startups will impact the ecosystem in big way in the coming years. They will work on impulsive buying behaviours of customers. Convenience drivers will be more effective; However, they will not make money even after ten years of burning in the ecosystem, but again this will cause turmoil to the other segment in the retail ecosystem. 14 million retailers are part of the upheaval and after-effects of convenience drivers.
While some quick commerce startups have started functioning in Mumbai and Tier I cities, the impact of this change is visible in the surrounding areas. The retailer started claiming that they stop seeing their regular customer at their stores after the 10-minute delivery starts in their area, resulting a 30% drop in Kirana retailer’s business. “Vijay Bhai (one of the retailer near Blinket store) in Mansarovar said that 30 of his regular customers have stopped visiting his store in the last three months. When he questioned some of his loyal customers, he found out that they were ordering impulsive purchases from Blinket (quick commerce startup) and getting delivery in 10 minutes. A lot was heard from the retailers on the said issue.
Literally grocery retailers are crying, they are facing sustainability issue, they are trying to understand it more. Some fintech solutions and hyperlocal commerce are trying to give them their tech tools to generate demand by sending offers and downloading apps. Dukaan, Snapbizz and other regional players are offering hyperlocal connectivity by providing last-mile neighborhood commerce applications.eB2B Food & Grocery Distribution startup “Kirana King” is working for the upliftment of Kirana Stores and providing them various services under RaaS.Still we need companies like Dukaan, Kirana King and many more startups who are empowering Kirana retailers not only by giving them supply chain but increasing the consumer footfall at their shops.
We should not ignore them and also should not left them alone.In this fast paced development, they must be in the driving seat and should be protected from the big box commerce players.
Here I would like to quote a famous saying of Sun Tzu “
Know the enemy and know yourself in a hundred battles you will never be in peril. When you are ignorant of the enemy but know yourself, your chances of winning or losing are equal. If ignorant both of your enemy and of yourself, you are certain in every battle to be in peril.
This must be applied to Kirana Retailers that they must know the enemy and accordingly need to equip themselves with better services and should bring the consumer first approach in their routine.
Be part of change and ready to involve them for the betterment of their business & personal life not for the battle work.
Please share your views on the said writeup and send your valuable comments, forward in your groups and appreciate if written in good prospects.
This was a thought that came to my mind when I went to nearby XXXX offline ( Intensely not mentioning the name) store of Quick-Commerce Startup in Jaipur. I was passing through that area, suddenly got a call from wife, she asked me to bring some groceries while coming back home. I saw a store nearby and visited in, went inside with a predetermined mindset of what I wanted to buy. I noticed, there were 8 or 10 floor staff standing, perhaps they were in a hurry, all were running towards the shelves to get the goods off according to the list they were spontaneously watching.
It was amazing to see them working like robots, for a while I thought they were all in a hurry, so all were in fast forwarding mode. It seems like the machine is working. Curiously asked a man who was standing over the counter. Whether he was a manager or a cashier, I don't know but asked them what was going on and why they all seem like robots and are in such a hurry. He said, our company pivoted the model to Quick-Commerce model with a promise of delivering the consumer's order within 15 minutes. Hence, the time slot is working as per the order & our IT system is helping to prepare it and hand over the goods to the delivery man.
I have not seen this kind of energy even in factories in China, where people also work like robots. Since I am from retail so my curiosity was high and want to know more about this concept. So, requested him if he can explain to me the model and how it works. It was high time for him so he asked me to come in the evening or he would meet me outside the shop and then explain another day.
After a few days, I called him (he requested, don't give his name) and we decided to meet at a nearby coffee shop.
Now, we were in a coffee shop and it's like "Chai par Charcha". I asked him why they changed their business model and what new evolved Quick commerce model is all about. He added that Startup is a completely customer centric brand promising to deliver the goods within 10-15 minutes of the ordering by the consumers. They explained to me how they work and managed to deliver the goods within the promised time. A Mumbai-based startup is also working on this model, and many others are working on quick delivery, he added. Hence they are now known as quick-commerce players who mainly cater to B2C delivery in grocery and pharma. OK, we ended our discussion but I asked him that I will come down to his store and want to see the operations physically. So, the next day I went to a store, trying to find out the working style of the people involved in the process.
I have seen that a order of Rs. 40 , two small bottle of Thumps cold drink, and one pcs of amul butter in another order valued Rs. 125/-. Even one order was one packet of Eno. This store was getting 1500 daily orders of MOQ hardly Rs.150/-. On an average the said startup was getting more than 15000 orders daily basis. Now, if I talk about the opex of one store, it was amazing to discuss. One Store Manager, 4 Floor Staff, 3 Billing clerk, 2 security Guard, 4-5 Packing staff and 15-20 logistics i.e. Bikers. Appx 1000 sq.feet store area comprising monthly rent : 40000/-, electricity consumption more than 20000/- and investment on shelf and other capex is all about 30-40 Lakh. I am not going to sum it and matching the ROI but apparently can say that financial viability of such model is a big question in front of retail professionals. even, I am not concerning about it.
further, I saw that, more than 20 motor bikes and their riders were waiting outside the shop. They were all attentive like a soldier patrolling the border post and waiting for their turn to collect the package which they would deliver within 10 minutes.
Everyone was in a hurry as enemies are coming towards them and they have to run to save their lives. A man came running from inside the shop and handed over the package to a rider. Here every second of time matters. He took it and put it in his hanging bag, scroll his phone for delivery status to pick up the order. Within 10 seconds he was out of the parking area and disappeared. I spent 45 minutes watching the whole process.
I was curious to see how the list of 5-10 SKUs is selected from the shelves, packed in a polythene packing, sealed, status updated on the IT application, handed out for delivery i.e. to the rider and finally 10 or is delivered to the customer within a maximum of Rs. 15 minutes. This store was catering within a radius of 3-4 kms.
Though things were clear to me but again I have to ask why such services are needed in India. Do they really need it?
I am not even asking about the business model or the companies involved in this process, but my concern is who is looking after the delivery people who are delivering the goods in the promised time. I have seen them driving the packages in a big hurry. They were driving rush at a top speed of 60/KM or even more without thinking about their safety. One can see that what top speed is needed while driving in the narrow and congested lane of Jaipur city.👎
When I inquired about it, the data was shocking that every day 10-12 delivery people met with some minor or major accidents, not because of the fault of others but because of their speedy driving. Why are they doing this? We have to think on this.
All such delivery services which are claiming to reach the customer in 10 minutes will pose a severe challenge to traffic safety in the coming months or years. These companies are putting the lives of the delivery riders at stake.
Just imagine, stretch out the need and think whether such services are really needed by the consumer or whether the consumer is not concerned about the safety of the delivery boys who are risking their lives to get the goods delivered as fast as they should be.
Companies will do their business and they will do it without taking any humanity or human concern but after all end consumers have to think that whether they really need merchandise in 10-15 minute or it can be delayed to thirty minutes. I am okay with 30 minute delivery time.
I can smell the danger so raising a flag that soon it will be a big issue of law & order specially from Traffic Police prospects and they will take action against such riders or finally if safety norms is not followed they may send notice to these companies and ask clarification from them that why they are putting lives of their delivery staff in danger.
Worker's Safety:
Just think on this guys. Disruptions should be positive
I am concern with such companies because they are cutting throats of millions of Kirana retailers, giving tough competition, snatching impulsive buying opportunities from them and on the other side they are putting lives of delivery staff in danger. Is this kind of Disruption is really needed in India?
Please do write to me on
parjakalyanm@gmail.com and comment and share among your circle and spread as much as you can do and aware the end consumer that such services will snatch live of someone who is coming to delivery your order in 10 minute time. Risking lives of other for own benefit is also a Sin. 👽
Note: Picture is taken from google and accordingly cut and paste just to give a feel
भारत मे 1.5 करोड़ से ज्यादा छोटी बड़ी रीटेल दुकाने है जिसमे सभी तरह के साजो सामान आते है जो हमारे रोजमर्रा मे काम आते है। इसमे 60%+ दुकाने किराने की है। अमेरिका मे किराना दुकान को मॉम और पॉप शॉप कहते है और कुछ ब्रिकक्स और मोटर स्टोर। किराना की दुकान सब के लिए बहुत जरूरी है क्योंकि ये हमारे घर पे पास होती है और हमारी हर छोटी बड़ी जरूरत को पूरा करती है। भारत का रीटेल मार्केट बहुत बड़ा है। अभी तक 800 बिलियन डॉलर का मार्केट है जिसमे से 600 बिलियन डॉलर का तो केवल किराना ही है। और ये बड़ी तेजी से बढ़ रहा है, अगले दो सालों मे ये मार्केट 1000 बिलियन डॉलर का हो जाएगा। भारत मे रीटेल का सकल घरेलू उत्पाद मे 11% तक का योगदान है और साथ ही 6% तक रोजगार का सृजन भी करता है। इतना बड़ा और महत्वपूर्ण सेक्टर होने के बावजूद सरकार की तरफ से कोई रचनात्मक पहल नहीं है। अभी कुछ महीनों पहले ही रीटेल को मिनिस्ट्री ऑफ सूक्ष्म, लघु,और माध्यम उद्यम मे सूचीबत किया है।
पिछले 10 सालों से भारत मे मॉडर्न रीटेल नए नए रूप मे आया है और आ रहा है। जिसमे ऐमज़ान, फ्लिपकर्त, पुराने खिलाड़ी है और आज बहुत से स्टार्टउप बहुआयामी तरीकों से ग्राहकों को सेवा देने का कार्य कर रहे है। मॉडर्न रीटेल के आविर्भाव से ग्राहकों को जरूर फायदा हो रहा है पर कभी आपने सोचा, इन सब से हमारे रीटेल सिस्टम मे कोन प्रभावित हो रहा है। जी , ये है हमारे किराने व्यापारी।
पहले ही ये तबका अव्यवस्थित था। अभी भी 90% रीटेल अव्यवस्थित और असंगठित है। और शहरों मे तो मॉडर्न रीटेल तेजी से पनप रहा है। आज बिग बाजार, डिमार्ट, विशालमार्ट, जिओमार्ट जैसे बड़े खिलाड़ी है और स्टार्टउप मे ग्रोफ़र , बिगबास्केट जो देश स्तर पर है, साथ ही नीलगिरी जैसे क्षेत्रीय रीटैलर भी है। और आने वाले समय मे कम समय मे ग्राहक को घर पर डेलीवेरी करने वाले बहुत से स्टार्टउप आने वाले है
साथ ही आजकल नया कान्सेप्ट कुछ स्टार्टअप्स जैसे मामाअर्थ, बेअर्डों ने डायरेक्ट टू कन्सूमर यानि बीच के डिस्ट्रब्यूशन चैनल को लिए बीना सीधे ग्राहकों को ऑनलीन प्लेटफॉर्म जैसे ऐमज़ान, फ्लिपकार्ट या खुद की वेबसाईट ओर ऐप्लकैशन के द्वारा बिक्री कर रहे है।
जब सभी ई -कॉमर्स सीधे ग्राहक को सेवाये देंगे तो बीच मे जो रीटैलर आता है उसका धन्दा दो प्रभावित होगा ही ना । पिछले 2 साल मे एक अनुमान के मुतावीक 30% तक रीटैलर का व्यापार कम हुआ है। और हर साल 10% किराने की दुकाने बंद होती है और इतनी ही नई खुलती है। अगर यही चलता रहा तो ये और भी बेकार होगा। इन सब की बहुत वजहे भी है जिसमे रीटैलर खुद भी जिम्मेवार है। आजतक ज्यादातर दुकानदारों ने ये सोचा ही नहीं की ग्राहकों को बेहतर सेवाये कैसे दी जाय। पिछले 5 सालों मे लोगों ने नई मॉडर्न दुकाने बनानी चालू करी है और उसको ईजीडे (easyday stores) जैसे बनाने की कोशिश की। मिनी सूपर्मार्किट जो 30-50 लाख तक लगाने के बावजूद भी वे अपनी दुकान की सेल नहीं बढ़ा पाए।
पिछले कई सालों से किराना दुकानदारों के लिए बहुत से नवीन तरीकों पर काम कर रहा हूँ, जिससे इन सब का धंदा बढ़ सके और ये आने वाली चुनोतीयों से अपने आप को बचाए पाए। लेकिन इन सब से पहले दुकानदार को अपने आप को सकारात्मक करना होगा और मेहनत करनी होगी अपने ग्राहकों पर। साथ ही मॉडर्न तरीकों को अपना कर साथ साथ चलना होगा।
कुछ तरीके है जिनको अपना कर किराना ब्यापारी हो या अन्य रीटैलर हो उनको इन सब तरीकों को अपना कर मॉडर्न बनना पड़ेगा, तभी अपनी दुकान पर ग्राहकों को ला सकेंगे।
दुकान का खुलने और बढ़ाने का समय निर्धारित होना जरूरी है। इससे ग्राहक को ये मालूम रहता है की दुकानदार समय का पाबंद है और वह उस समय पर आ कर खरीदारी कर सकता है। (Close & open timing of shop)
दुकान को महीने मे 30 दिन खुला रखे, अगर कोई सरकारी छुट्टी या उस जगह की व्यापार संघ के अनुसार साप्ताहिक अवकाश है तो उनको छोड़ कर और दिन मे दुकान बंद न रखे। ये अनुसाशन अगर दुकानदर ने अपना लिया तो व्यापार अपने आप बढ़ जाएगा। (24x7x30days)
दुकान साफ सुथरी होनी चाहिए और दुकान पर बढ़िया क्वालिटी की लाइटिंग (lights) से अच्छी रोशनी होने पर ग्राहक आकर्षित होते है। ( Clean & Proper Lighting)
दुकान पर लगा बोर्ड अगर लाइट वाला हो तो उसकी लाइट रात को 11 बजे तक जला कर रखे। और अगर लाइट वाला (GSB) नहीं है तो उस पर फोकस लाइट से प्रकाश करना चाहिए। बोर्ड चमचमाता हुआ होना जरूरी है। (Glow sign Board)
दुकान पूरी तरह से सामान से भरी होनी चाहिए जिससे ग्राहक को लगता है की उसको जो चाहिए वह मिल जाएगा और एक अनुमान ये भी रहता है की दुकानदारी अच्छी है तो सामान किफायती होगा। ये ग्राहक का पर्सेप्शन रहता है। (Proper Stock of goods)
रोजमर्रा का सामान जैसे चावल, तेल, चीनी, आटा को दुकान मे पीछे की रैक (Endcap display) में रखना चाहिए जिससे ग्राहक उस तक पहुचने मे पूरी दुकान मे घूम सके। जब ग्राहक दुकान के अंदर जाएगा तो उन्हे और भी सामान नजर आएगा जिसे वो खरीद सकते है (Impulsive Buying)।
महीने मे कुछ जरूरी सामान जैसे ब्यूटी प्रोडक्ट, स्नैक्स, बिस्किट्स, साबुन का प्लानोग्राम परिवर्तित करते रहे। इससे दुकान हर महीने अंदर से नई नजर आएगी। ( change in merchandising)
दुकान मे आगे वाली रैकस (Front display rack) मे वो सामान लगाए जिस पर ऑफर हो या जो आप जल्दी से बेचना चाहते हो।
गर्मियों में दुकान मे बढ़िया ठंडक बनाए रखे। ग्राहक को आराम मिलना चाहिए। और हो सके तो ग्राहकों के लिए पानी की व्यवस्था रखे ( Basic Amenities)
ग्राहकों से ज्यादा से ज्यादा बातें करते रहें, और उनके साथ अच्छे संबंध स्थापित करें। ये जरूरी है। अपने सभी ग्राहकों का फोन नंबर और अड्रेस अपने पास लिख कर रखे और साथ ही उनकी जन्मदिन और शादीकी सालगृह की तारीख नोट कर के रखे, और उनको एक फूल का गूलदस्ता जरूर भेज कर उनको मुबारक बात दें। वे अपना जन्मदिन भूल सकते है पर आप को नहीं भूलना। (Personal relationship and engagement with customer)
लोग सामान पर अधिक ध्यान तब देते हैं जब उन्हें लगता है कि यह उनके लिए प्रासंगिक है। उदाहरण के लिए, हमारा नाम मस्तिष्क के लिए एक जादुई शब्द के रूप में काम करता है, जो एक ही बार में विभिन्न वर्गों को सक्रिय करता है।अपने ग्राहकों को उनके नाम से भुलाये। (Personalize, Personalize) ये ऐसा होना चाहिए जैसे अपने ग्राहकों की भाषा की नकल करना।
आश्चर्य पुरस्कार (Surprise reward) एक आकर्षण की तरह काम करते हैं: वे लोगों को आपके प्रति अधिक खुश और अधिक सकारात्मक बना सकते हैं। हालांकि, अपेक्षित पुरस्कार उतने प्रभावी नहीं हैं, और यहां तक कि खुशी के निम्न स्तर तक ले जा सकते हैं। अपने ग्राहकों को खुश करने के लिए, उन्हें सरप्राइज कूपन या डील भेजें। (Marketing ट्रिक्स)
सैम्पल मुफ्त मे दे। मुफ्त में कुछ प्राप्त करने से लोगों को विशेष महसूस होता है, और वे एहसान वापस करना चाहते हैं। आप के पास कंपनी से फ्री सैम्पल आते है तो उन्हे अपने विशेष ग्राहकों को फ्री मे दें।
विशिष्टता की भावना : लोग चीजों को अलग तरह से महत्व देते हैं, इस आधार पर कि वे उन्हें कितना सामान्य मानते हैं। कोई उत्पाद, सेवा या अवसर जितना दुर्लभ होता है, वह उतना ही अधिक मूल्यवान प्रतीत होता है: आपके पास अगर कोई ऐसा प्रोडक्ट है जिसकी ज्यादा डिमांड है और वह और दुकानों पर नहीं मिल रही तो आप उस प्रोडक्ट पर ये फार्मूला लागू कर सकते है।
कोई ग्राहक घर पर सामान माँगता है तो आप बिना लाभ हानि के उसके द्वारा दिया ऑर्डर 10-15 मिनट मे पहुचने की व्यवस्था करें। आने वाले समय मे यही एक रामबाण तरीका होगा ग्राहकों को बाँधे रखने का। (Quick service of home deliveryirrespectiveof order value)
प्रमोशन के कॉम्बो पैक बनाए और उसको ग्राहकों को व्हाटसपप पर भेजें। (Promote combo back and offers)
कोई ग्राहक अगर बहुत दिनों मे दुकान पर आता है तो उनसे हाल चल पूछे। और उन्हे बढ़िया सेवा को भरोषा दें। (Caring)
कुछ आइटम ऐसे होते है जिन पर लाभ हानि नहीं देख सकते जैसे, चीनी और तेल। हो सके तो उन पर कम प्रॉफ़िट रख कर ग्राहकों को आकर्षित करे। ( Sale driver and customer engager)
अपने सभी ग्राहकों का एक व्हाट्सप्प ब्रोडकास्ट (Whatsapp broadcast) ग्रुप बनाए। ध्यान दे, व्हाट्सप्प ग्रुप नहीं बनाए, इससे ग्राहकों को गोपनीयता भंग होती है और ग्रुप पर फालतू के संदेश आते है और वो बेकार हो जाता है, इसका नकारात्मक असर होगा। हमेशा ब्रोडकास्ट (broadcast) ग्रुप बनाए। और उस पर अपने ऑफर, प्रमोशन रोज भेजते रहे। (Proper use social media for product offer information to customers)
रोज रैक पर रखे सभी सामानों की एक्स्पाइरी (Expiry) जांच करें और
एक्सपाईर हुए प्रोडक्ट को तुरंत रैक से उतार कर दुकान से हटा लें। क्योंकि ग्राहक अगर उस आइटम को खरीद के ले गया और बाद मे उसे मालूम हुआ की ये एक्सपाईर प्रोडक्ट आपसे खरीदा है तो वो ग्राहक आपका टूट सकता है या आपके लिखाफ कानूनी कार्यवाही कर सकता है। ये बहुत ही महत्वपूर्ण बात है। ( Expiry management)
जो भी प्रोडक्ट एक्सपाईर होने वाले हो उन पर कुछ स्कीम लगा के, डिस्काउंट लगा के तुरंत बेचने की कोशिश करें। एक्सपाईर होने से पहले कोई दिक्कत नहीं है और ग्राहक को लेने मे कोई दिक्कत नहीं होती अगर वो कम कीमत पर मिल रही हो। ( Near expiry management)
आप महीने का राशन से ग्राहकों को लुभा सकते है की महीने का राशन हरहित स्टोर से लेने पर लॉयल्टी पॉइंट मिलेंगे या कैश डिस्काउंट या कोई स्कीम मिलेगी। ( Emotion connect for bigger wallet share)
कम से कम 50 ग्राहक ऐसे बनाए जो महीने मे 5000 रुपये से ज्यादा का आपसे सामान खरीद सके। वो तभी बन पाएंगे जब आप उनको और से कुछ अलग से ट्रीट करे और उनको ज्यादा सेवा दे, ध्यान दे। ( Value Driver)
दुकान पर काम करने वाले स्टाफ को सही ट्रैनिंग दे कर उन्हे ये सिखाए की ग्राहकों से कैसे बात करनी है और ग्राहक की कोई शिकायत हो तो उस को कैसे हैन्डल करें। कोई भी स्टाफ ग्राहक से किसी भी प्रकार की बत्तमीजी न करें। ये बहुत ही जरूरी बिन्दु है। ( Staff training )
बिलिंग के समय सभी प्रोडक्टस को चेक करके और ग्राहक से सामने गिन कर पैक करें। और ग्राहक को यकीन दिलाए की जो भी बिल हुए है वे सभी पैक हुए है और उनकी MRP का मिलन प्रोडक्ट से अच्छी तरह कर ले।
अपनी दुकान पर अनलाइन पेमेंट के लिए वॉलेट का क्यूआर कोड लगाए, जैसे भारतपे, पेटीएम, फोनपे, और क्रेडिट कार्ड स्वाइप मशीन भी रखे ताकि ग्राहक अपनी सुविधा अनुसार पेमेंट कर पाए।
समय बचाने के लिए b2b सप्लाइ चैन अग्रीगेटर जैसे #किरानाकिंग, उड़ान, शॉपकिराना आदि से माल मंगाए, इससे आपके समय की बचत होगी और आप ज्यादा समय अपनी ग्राहकों की सेवा मे लगा पाएंगे।
आपकी दुकान पर माल बिकवाने के लिए बहुत से डिस्ट्रिब्यटर, b2b सप्लाइ चैन वाले आते है पर अगर कोई ब्रांड आपको अपने फ्रैन्चाइज़ मोडेल मे शामिल करना चाहता है तो आप उस कंपनी का फ्रैन्चाइज़ी बन सकते है। जैसे जयपुर मे #kiranaking है। आपकी दुकान को एक बड़ा प्लेटफॉर्म मिल जाएगा और ग्राहक आपकी दुकान पर आना चालू हो जायेगे, तो जाहीर है आपका धंदा बढ़ेगा। इस तरह के प्लेटफॉर्म से बहुत फायदा होगा है।
और भी बहुत से तरीके है जिनसे दुकानदार अपनी दुकानदारी बढ़ा सकता है और भीषण प्रीतिस्परधा से अपने आप को बचा सके।
उपरोक्त अंश मेरी किताब के है जो जल्द ही प्रकाशित होगी। ये किताब इंग्लिश मे होगी पर साथ ही इसका हिन्दी संसकरण भी उपलब्ध रहेगा।
मेरी कुछ सोच है जो जरूरी है किराना वालों को सशक्त बनाने की। परिवर्तन से प्रगति का हिस्सा बनने के लिए आप जयपुर मे स्थित हमारे स्टार्टउप "किराना किंग" से संपर्क कर सकते है।
" जो दिखता है वही बिकता है और आप वही चीज दिखायेंगे जिसे बेचने पर आपको फायदा होगा।"
" खाली दुकान दुकानदार को खाए, भरी ग्राहक खाए। ग्राहकों को नहीं। इसलिए दुकान भर कर रखे। .।। बलवंत राणा
" सोच से ही संसार है, सोच मे ही विचार है, तो सकारात्मक सोचे।
इस बाबत आपको और कुछ जानना हो तो आप मुझे लिखे "parjakalyanm@gmail। com " पर और अगर आप को मेरी किराना ब्यापार से संबंधित किताब ऑर्डर करनी हो तो आप बताए।
Thank god technology has created a lot of options for shoppers and even for business to business convenience. There have been many developments in the retail ecosystem, every six months there are reports that something new has come up and such startups get good funding. I must say that it is the “war of ideas” that is being fought in the retail ecosystem and it is causing disruption in some way or the other. We are in the era of Retail 5.0 where we have to accept that Omni Channel is the way we serve our customer and consumer.
Whatever be the idea, concept and way of doing business but the quest to reach the consumer is never ending. Startups are inventing new terminology to lure investors to their full potential and there is no doubt that they are succeeding and getting good funding. There are many examples of turning this idea around and mixing it with technology and the names are eB2B, social commerce, dynamic commerce and now Quick commerce. During last 10 years I have seen the advent of technology driven b2b, b2c, social commerce and adjoining it with hyperlocal facilitation etc. etc.
One thing is very clear that despite the huge funding, coverage and overall market penetration of these startups, there are still doubts as to when will they become profitable and how long will it take to recover the customer loyalty and the duration of the customer life cycle. Will you (investors) burn more money? or as a marketer still around the typical market fundamental that burning is earning?
Startups are raising funds and even they are getting it at inflated valuations. This suggests that in future either the number of customers or their preferences will improve and some will remain in business. Yes, it is market funda’s and usually we expect the same, but in the present scenario where every six months’ new ideas come with huge investor money, who are burning money to test the scenario of their business strategies. Is it?. Will they be like "frogs"? What is not? It will be discussing in later articles.
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I am very positive that something new must come in the market and that new must be disruptive enough to lead to a profitable & sustainable business. For a year now we have been talking about Quick Commerce or Q-b2C, the imitation of the West being tested in the Indian retail ecosystem. Some startups received funding of millions of dollars. Wonderful! Yes, those same investors are testing their luck with the Q-commerce startup. Incredible 10-15 minute delivery services are factually based dear. It is not a dream or a thought inside the nerves of the brain. Already, four startups have received substantial funding from investors and have started operations in some cities. I would not have mentioned their names as it would not be wise to evaluate them or compare them with each other at this initial stage.
I have a slightly different level of positive thinking about these kinds of ideas and how they work. I use business environment fundamentals and ground realities first and accordingly dare to share my views.
only concerned about the longevity i.e. sustainable business life cycle, because that comes through making good profit and making it sustainable for a long time. But do you think that startups who are testing their luck in the startup ecosystem are making money? or is there any possibility that they will be profitable even after ten years of operations? have doubt because of the fundamental which they are not applying.
Take the example of grocery retail. There are over 55 startups operating in the Indian grocery retail ecosystem. All are tech driven platforms. More or less they are connecting the supply chain. Let us examine the margin spreads of FMCG and Staples. 15-18% is the average margin spread of FMCG products nationally. Leave 10% off for retailers. Those working on DTR (Direct to Retail) are burning 7-10% i.e. 8% on average as supply chain cost (this cost is inclusive of reverse logistics cost). 5% on average they are burning on promotions, deals and offers. Overall it comes out to 10% Retailer + 8% Operation Chunk + 5% Marketing = 23%.
Similarly B2C players are burning 15-20% of their money in promotions, bringing in new customers, maintaining their loyalty and worrying about the CLC of the consumers. Take an example, if a startup from eB2B or B2C or Q-B2C takes a minimum of five years to reach a unicorn level or some takes 2 or 3 years. It is 99% possibility, that during the said period they will burn money to build bigger and bigger market share and make top line. If you take the example of existing startups in the same ecosystem, you will find that they have lost millions of dollars. If it takes five years for a business to reach and generate a level. Take an example that Rs. 1000 crores accumulated loss, then think that when they are on the positive side of business operations. It will take another five or ten years to payback the loss and capex. My statement in this regard is that no one will make money even after 10 years of operation in the said segment.
This is a common man's calculation. Around 5-8% of the revenue by the b2b startups gets burnt for some reason or the other and 15-20% in the B2C. The only concern is to win the top line. This will lead to higher valuation which will be the benchmark for raising more funds.
Now, let's take a look at where Q-commerce is going to disrupt the retail ecosystem in a big way. Some of the existing B2C companies have changed their names and are now swimming in the same tunnel but they forget to analyze the basic and ground reality and even their vision. Well, leave them to their fate.
Quick Commerce a new way of e-commerce
Positive aspects of the concept: Q-Commerce is time bound and time count third generation e-commerce concept. Here we must say that technology made it happening. New capabilities built in technology to drive the operations smooth in a TAT.
Characteristics of Q-Commerce:
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1. Technology driven ubiquity
2. Consumer centric as on demand fulfilment
3. Turnaround Time specific
4. Convenient in terms of need.
5. Interactivity
The positive aspects of the concept really pertain to the retail ecosystem. It is best suited for the impulsive and thirsty needs of grocery, medicine and services. The consumer is thinking of cooking something about a new recipe. Previously they had to plan the event and make purchases, but technology brings new features with the promise of quick delivery, so things happen on click. Whatever you plan to eat, try and fry, the consumer is ready to eat in 10 or 15 minutes. It is indeed a huge force of technology and developed operational capabilities of companies providing anything on click within the promised time.
Who's on top? No doubt it is the consumer, the cycle of events is around the consumer and is very focused towards specific needs.
There is no doubt that startups came up with the idea that they will make profits in the short term and will be at the top of valuations. Similarly, early investors will have multi X as ROI in the next two or three years.
As a retailer and a retail expert, I congratulate the minds behind the Q-Commerce idea and lead for their execution.
Take a look at the operations matrix and feasibility:
Macro level - cost of serving an orders comes Rs. 45-50/- including cost of picker, packer and riders. It means 12-15% cost element. Micro level this cost can be minimize to Rs. 25/- per order. Now rest calculation is for you and evaluate and please revert to me.
Flip of the event: There is another side of the store which is destructive to the Kirana /or other Retailers or Small retailers ecossytem.
Anything that gives value for money to the consumer is my cup of tea, but my concern is about the backbone of this retail ecosystem, i.e. the “The Retailer” /or "Grocer" / or the “ Kiranawala” who is most likely to suffer.
Why the Retailer will suffer the most? 70% of the Retail shop's over the counter sales are from the immediate needs of the consumers. Consumer visit the nearest store and buy Rs. 100-150/- bucket and disappear. Many consumers also visit these shops many times. Some visit for milk, biscuits, bread, butter, sugar or any other impulsive needs of their kitchen. The journey takes 10 minutes or 15 minutes. Eighty percent of consumers consider it a burden to go out from for shopping, and twenty percent want it as an opportunity to walk on the street. Think about the eight percent of consumers who are going to get impulsive goods in 10-15 minutes’ time just by clicking on their mobile. In this way, Q-commerce will fix the match in their mind and will definitely swap the earnings of smaller 2 retailers.
Roughly estimated 30% of small grocery stores will be on death beds in the next one year or two. The arrival of Q-commerce or likewise will be a negative news for their livelihood.
Any thoughts on this?There are organizations like CAIT, local retailer’s associations, he Federation of Retail Traders Welfare Association (FRTWA), Retailers Association of India (RAI) and 35 other retail associations in India who said to be advocate of retailer’s welfare as such has no influence. This is true that they are not able to raise their voice and accordingly not able to present the lobby.
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It is true that the consumer needs convenience which they should have. It is also true that market is so kind and pertinent which gives opportunity to every businesses and every business have their own market share, but here we are talking about Retailers i.e. the Mom & POP stores the backbone of retail. As a developing country we have to think that a community of more than 14 million micro entrepreneurs, who Creates 8% employment in the country, contributing their 11% to India’s GDP, still there is no promise from policy makers as to safe guard the interest of Retailers.
Skill India , Make in India is good for the country and a good initiative but we cannot leave everything to the open economy policies. As a policy maker, India Govt should patiently think that whether India retail need such disruption in the name of Startup India or we should think to empower and safe guard the business of small retailers.
My topic here is "Q-commerce is in the bubble of quest". It shows how unsusceptible we are in the ecosystem to assess business dynamics or how inconsumable we (investors) are to invest our money. Is technology driving the business Q-Commerce is the best example of this? A next level of search is on the way.
Bubble is not good for anything. Startup founders are working restlessly and want to make it a unicorn, similarly investors are burning their money in the hope that someone will give them 10x returns but what if such things take the shape of a bubble in the ecosystem.
This article is a way of mixing philosophical and psychological way of interpreting my thoughts that will take anyone either way. You may think positive till the middle of reading this and find it negative in the end.
The truth has never worked out as would like it to be, sometimes it appears unexpectedly and then "the policy makers i.e. retail policy makers will open their eyes and the bubble will burst with huge noise.
Best way is Empower the Existing Ecosystem whether they are Small Retailers, Distributors and Wholesaler. Create opportunities for them and take them with your journey.
Empowering Bharat through One Nation, One Rule. Advocating UCC, NRC, and CAA in Bharat, and also supporting a two-party political system democracy instead of multi-party system
