Although the word Retail originated in the early 15th century from retailen, meaning ‘sell in small quantities or parcels,’ from the noun or from Old French retaillier ‘cut back, cut off, pare, clip, reduce, circumcise,’ from re- ‘back’, the concept has been redefined in its truest sense by traditional Indian ‘value for money approach.
India with its Indus Valley Civilization (3500BC-1500BC) has been the heart of global trade since ancient times. People across the globe arrived through eastern and western corridors into the Indus valley to buy the best quality silk apparel, beads, gold jewellery, lead, copper, timber, agricultural products, terracotta figurines, cotton goods, pottery, conch shells, ivory products, and many more things.
While the Indians then called these places Mandi’s, Moghuls and Persians called them Bazaar. From that ancient era till today, the world acknowledges Indian retail for its value-driven approach and business-minded Indian retailers for giving the best quality retail products at the most affordable prices.
This value-driven best quality Indian retail network has been called in the eastern part of the country as Baazar Retail Pvt Ltd for the last two decades. Launched by an exemplary value-oriented retailer’s mind of Manoj Khemka, the entire Baazar Retail heavily relies on its backbone of smart marketing shouldered with tremendous success by Umesh Sharma, the Marketing Head of Baazar Retail.
In an interview with Insights Success for its exclusive edition of ‘India’s 40 under 40 Brightest Business Leaders,’ Umesh is elaborating on this extraordinary phenomenon now spread across seven northeastern states with over a hundred stores. Let us get thrilled.
Sir, please tell us about the saga of your reputed business since its inception.
Baazar Kolkata is a pioneer in value retail and one of the fastest-growing chains in East India. We cater to the fashion needs of aspirational India while creating a wonderful culture at the workplace. At a recently concluded event in Mumbai, we have been presented with the prestigious title of ‘India’s Retail Champions of Apparel and Lifestyle’ by the Retailers Association of India.
Founded in 2002, under the able leadership of Mr Manoj Khemka, Baazar Kolkata has been offering the best quality apparel at affordable prices ever since the first store was opened in the City of Joy.
Today, 20 years later, we are now present in seven states with over 120 stores.
What was your inspiration behind venturing into the business arena?
I started my career when I was below 20 years of age.
I was a highly energetic kid and my father wanted me to channel my energy the right way.
I was employed in a similar business and from a mere intern, I was roped into various other departments within 3 years.
I learned to ride the ropes of the business and gained experience in various sectors.
Marketing comes to me naturally. And soon I was heading a team comprising of people who had been in the organisation longer than I.
Value retail is an interesting format. You need to constantly study the pulse of the consumer and put forward what will resonate with them.
I love challenges and this industry constantly needs you to act, react, improvise and impact.
What were the initial challenges that you had to surmount to ensure your business’s success rate to reach greater heights?
The challenge initially was to understand the consumer’s preferences. The Indian consumer is not easy to crack. Moreover, value retail is a different game altogether. You are catering to an entire family that comprises various age groups, different tastes and varied habits.
We have spent a considerable amount of time researching the purchasing pattern of consumers, exploring the innovations, analysing the competition and developing the retail model to become a front-runner in the said domain.
What professional values and qualities do you think your clients value in you and your company the most?
We deliver what we promise. The quality of our products and our constant endeavours to upgrade the merchandise as also the very experience of shopping – this is what is integral to our brand and we have been able to create a positive image with this.
What are the USPs that highlight your brand/company’s uniqueness in the industry you are catering to?
Baazar Kolkata is all about innovations and leadership. Not only are we constantly on top of the game in terms of introducing new and more fashionable products, but we have also kept the customer at the heart of the business and worked on various marketing initiatives to drive home the point.
One of the most unique initiatives undertaken by the brand was during the pandemic, namely Baazar on Wheels. As a customer-centric brand, we wanted to make sure not to dishearten customers during the pandemic and came up with the idea of a mobile shopping destination – vans where products were displayed for shoppers. This worked very well for those customers who did not want to step into stores. The store was at their doorstep!
Another great innovation was in the year 2021 when we launched Eastern India’s first retail store at a Railway station. In Kolkata, the Sealdah Station store has been a huge hit and is cherished by travellers who can now enjoy shopping during their travel.
As an experienced professional, what would you like to advise the budding aspirants willing to enter the business world?
There is no time to pause!
India is a dynamic market. Fashion, trends, fads, preferences – these are constantly changing. And if you need to ace the game, you need to drive it yourself.
Don’t wait for the change to drive you!
How do you envision your company’s operations with the emerging technologies and automated tools that are revolutionizing the business world by enabling innovations?
We are moving with the times. At Baazar Kolkata, we are constantly embracing innovation and change. Our upcoming warehouse is completely automated. Our corporate office works on progressive technology to ensure seamless communication and higher efficiency. As a brand, we are rather welcoming of emerging tech and its boons.
