The journey since 1997... attiring the nation and embellishing the brand all the way...
What started with a small retail store in Kolkata in 1997 is today a 140 stores strong retail behemoth that’s gathering more visibility every passing day. Pantaloon has now further diversified its business by entering into affordable branding with Big Bazaar, Food Bazaar and Collection 1. The basic branding strategy of Pantaloon revolves around the principle of a ‘fresher buying experience.’ While international singular brand stores made a beeline for India; Pantaloon took the multi branding strategy instead. The retail major aspires to offer the consumer a multi-brand buying experience. Bina Mirchandani, Head, Category Management, Pantaloon Retail India Limited, revealed to 4Ps B&M: “We introduced branded fashion and it was a departmental store, which addressed all housing related needs. Then, consumers could have hardly thought of such stores that offers all quality products under one roof.” Though Pantaloon was one of the first players to enter organized retail in India, big-bucks competition is fast catching up and Brand Pantaloon may be jeopardized because of relative anonymity outside metros.
Source : IIPM Editorial, 2009
What started with a small retail store in Kolkata in 1997 is today a 140 stores strong retail behemoth that’s gathering more visibility every passing day. Pantaloon has now further diversified its business by entering into affordable branding with Big Bazaar, Food Bazaar and Collection 1. The basic branding strategy of Pantaloon revolves around the principle of a ‘fresher buying experience.’ While international singular brand stores made a beeline for India; Pantaloon took the multi branding strategy instead. The retail major aspires to offer the consumer a multi-brand buying experience. Bina Mirchandani, Head, Category Management, Pantaloon Retail India Limited, revealed to 4Ps B&M: “We introduced branded fashion and it was a departmental store, which addressed all housing related needs. Then, consumers could have hardly thought of such stores that offers all quality products under one roof.” Though Pantaloon was one of the first players to enter organized retail in India, big-bucks competition is fast catching up and Brand Pantaloon may be jeopardized because of relative anonymity outside metros.
Source : IIPM Editorial, 2009
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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