Amity Global Business School

Project report on

Comparison between levis and Big Apple Fresh

Retail and Sales Managment

Submitted to Submitted by

Aprajita dasgupta Amritraj

Enrollment no – A30101909149
RETAIL INDUSTRY – AN OVERVIEW

The retail industry is a sector of the economy that is comprised of individuals and companies engaged in
the selling of finished products to end user consumers. Retail Sector is the most booming sector in the
Indian economy. It is on the threshold of bringing the next big revolution after the IT sector. Although
organized retail market is not so strong as if now, it is expected to grow manifolds by the year 2010. The
sector contributes 10% of the GDP, and is estimated to show 20% annual growth rate by the end of the
decade as against the current growth rate of 8.5%. A CRISIL report says that the Indian retail market is
the most fragmented in the world and that only 2% of the entire retailing business is in the organized
sector. This suggests that the potential for growth is immense. There are about 300 new malls, 1500
supermarkets and 325 departmental stores currently being built in the cities across India.

ESTIMATES AND PREDICTIONS FOR RETAIL SECTOR:

 At present, the industry is estimated to be at more than US$ 400 billion by a study of McKinsey.
 The Economist Intelligence Unit (EIU) estimates the retail market in India will increase to
US$608.9 billion in 2009 from US$394 billion in 2005.
 KPMG Report says that the organized retail would grow at a higher rate than the GDP in the next
five years.
 The retail sector would generate employment for more than 2.5 million people by the year 2010,
predicts an analysis by Ma Foi Management Consultants Ltd.

Some of the players present in the industry:

Archies, Bata India Ltd, Big Bazaar, Crossword, Ebony Retail Holdings Ltd., Fabmall, Food Bazaar,
Globus Stores Pvt. Ltd., Health and Glow, Liberty Shoes Ltd., MTR Foods Ltd., Music World
Entertainment Ltd., Pantaloon Retail India Ltd., Shoppers Stop, Style SPA Furniture Ltd, Subhiksha,
Titan Industries, Lifestyle, etc.

New entrants entering the market soon will be Reliance Retail Ltd, Wal-Mart Stores, Carrefour, Tesco,
Boots Group, etc. 

EVOLUTION OF THE SECTOR 

The origins of retailing in India can be traced back to the emergence of Kirana stores and mom-and-pop
stores. These stores used to cater to the local people. Eventually the government supported the rural
retail and many indigenous franchise stores came up with the help of Khadi & Village Industries
Commission. The economy began to open up in the 1980s resulting in the change of retailing. The first
few companies to come up with retail chains were in textile sector, for example, Bombay Dyeing, S
Kumar's, Raymonds, etc. Later Titan launched retail showrooms in the organized retail sector. With the
passage of time new entrants moved on from manufacturing to pure retailing.

Retail outlets such as Foodworld in FMCG, Planet M and Musicworld in Music, Crossword in books
entered the market before 1995. Shopping malls emerged in the urban areas giving a world-class
experience to the customers. Eventually hypermarkets and supermarkets emerged. The evolution of the
sector includes the continuous improvement in the supply chain management, distribution channels,
technology, back-end operations, etc. this would finally lead to more of consolidation, mergers and
acquisitions and huge investments. 

Weekly Markets, Village and Rural Melas

 Source of entertainment
 Rural and historic reach
                   

Convenience stores, Mom-and-pop / Kirana shops 

 Neighborhood stores/convenience
 Traditional and pervasive reach 

                   

PDS outlets, Khadi stores, Cooperatives 

 Government supported
 Availability/low costs/distribution 

                   

Exclusive brand outlets, Hypermarkets and Supermarkets, Department stores and Shopping
malls. 
 Shopping experience/ efficiency
 Modern formats/ international

Modern Format retailers

Supermarkets 
Hypermarkets 
Department Stores
Specialty Chains
Company Owned Company Operated

Traditional Format Retailers

Kiranas: Traditional Mom and Pop Stores
Kiosks
Street Markets
Exclusive /Multiple Brand Outlets
 RETAIL FORMATS

The following kinds of retail formats are found in India: 

 Mom-and-pop stores: These are generally family-owned businesses catering to small sections
of society. They are small, individually run and handled retail outlets. 
 Category killers: Small specialty stores have expanded to offer a range of categories. They have
widened their vision in terms of the number of categories. They are called category killers as they
specialize in their fields, such as electronics (Best Buy) and sporting goods (Sport Authority).
 Department stores: These are the general merchandise retailers offering various kinds of quality
products and services.
These do not offer full service category products and some carry a selective product line. K Raheja's
Shoppers Stop is a good example of department stores. Other examples are Lifestyle and Westside.
These stores have further categories, such as home and décor, clothing, groceries, toys, etc. 
 Malls: These are the largest form of retail formats. They provide an ideal shopping experience
by providing a mix of all kinds of products and services, food and entertainment under one roof.
Examples are Sahara Mall, TDI Mall in Delhi. 
 Specialty Stores: The retail chains, which deal in specific categories and provide deep
assortment in them are specialty stores. Examples are RPG's Music World, Mumbai's bookstore
Crossword, etc.
 Discount stores: These are the stores or factory outlets that provide discount on the MRP items.
They focus on mass selling and reaching economies of scale or selling the stock left after the season is
over. 
 Hypermarkets/ Supermarkets: These are generally large self-service outlets, offering a variety
of categories with deep assortments. These stores contribute 30% of all food and grocery organized
retail sales. Example: Big Bazaar.
 Convenience stores: They are comparatively smaller stores located near residential areas. They
are open for an extended period of the day and have a limited variety of stock and convenience products.
Prices are slightly higher due to the convenience given to the customers.
 E-tailers: These are retailers that provide online facility of buying and selling products and
services via Internet. They provide a picture and description of the product. A lot of such retailers are
booming in the industry, as this method provides convenience and a wide variety for customer. But it
 does not provide a feel of the product and is sometimes not authentic. Examples are Amazon.com,
Ebay.com, etc.
 Vending: This kind of retailing is making incursions into the industry. Smaller products such as
beverages, snacks are some the items that can be bought through vending machines. At present, it is not
very common in India.

CHALLENGES

The industry is facing a shortage of middle management level professionals. Major retailers are hiring
aggressively from the similar and smaller organizations by offering better packages. They are creating
various levels of management and hiring on a spree. Some of the areas such as technology, supply chain,
distribution, logistics, marketing, product development and research are becoming very critical for the
success of the organizations. All of these would lead to the recruitment of highly professional people
who specialize in these fields. There is also a trend for hiring hotel management graduates, though now
many retail schools are coming up, and Pantaloon has set up links with major business schools from
where it would be selecting the right candidates.

SUPPLY CHAIN MANAGEMENT

The retail scenario is characterized by logistical challenges, constant changes in consumer preferences
and evolution of new retail formats. All this increases the challenges faced by the industry. Various
strategies are to be implemented to improve core business processes, such as logistics, innovation,
transparency, distribution and inventory, management of point sale (POS) data. Retail majors are under
serious pressure to improve their supply chain systems and distribution channels and reach the levels of
quality and service desired by the consumers. 

FRAUDS IN RETAIL
It is one of the primary challenges the companies would have to face. Frauds, including vendor frauds,
thefts, shoplifting and inaccuracy in supervision and administration are the challenges that are difficult
to handle. This is so even after the use of security techniques, such as CCTVs and POS systems. As the
size of the sector would increase, this would increase the number of thefts, frauds and discrepancies in
the system.

CHALLENGES WITH INFRASTRUCTURE AND LOGISTICS

The lack of proper infrastructure and distribution channels in the country results in
inefficient processes. This is a major hindrance for retailers as a non-efficient distribution
channel is very difficult to handle and can result in huge losses. Infrastructure does not
have a strong base in India. Urbanization and globalization are compelling companies to
develop infrastructure facilities. Transportation, including railway systems, has to be
more efficient. Highways have to meet global standards. Airport capacities and power
supply have to be enhanced. Warehouse facilities and timely distribution are other areas
of challenge. To fully utilize India's potential in retail sector, these major obstacles have
to be removed. 

INTERNATIONAL RETAILERS IN INDIA

Major retail players like Walmart, Tommy Hilfiger, Carrefour, Marks & Spencer, Nike,
etc. are going to foray into the booming retail industry in India. Indian fashion industry
would see the advent of fashion brand DKNY through a franchisee agreement with S.
Kumar's. In the food & beverages sector, McDonald's is going to penetrate the markets
through 100 new outlets across the country. Encouraged by the huge success of Pizza
Hut, McDonald's, and Dominos, another organization known as Starbucks has expressed
its interest in opening up outlets in India through franchising. There are various kinds of
restrictions on FDI in the Indian retail sector, but organizations can enter the industry
through Strategic License agreements, Franchising and Cash and carry wholesale trading.

The recent initiatives taken by the government to open up the sector for foreign players
have lured many companies to enter the industry. Big players like Reliance Retail,
Walmart-Bharti combination, Tesco, AV Birla group and Future group are all gearing up
for huge investments and aggressive business strategies. The government is considering
the introduction of multi brand specialty formats like consumer electronics, building,
sports goods and construction and stationery. The government has allowed 51 percent
foreign direct investment (FDI) in single brand retail outlets. Reliance Retail has
announced its plan to open 5000 stores over the next 5 years. Many companies like Lee
Cooper, Starbucks and Walmart have put forward their FDI proposals to the government.

At present, the 12 million mom-and-pop and kirana stores dominating the retail landscape
suffer from certain limitations, such as small size of operations, low cost format and
pervasive use of tax evasion techniques. They also suffer from capital shortage, labour
and real estate problems. Some experts believe that the influx of major retail chains
would wipe out millions of these shops. This might leave a lot of people jobless. Legal,
political, infrastructural, cultural and educational constraints would have to be considered
if the sector truly desires to achieve the kind of future it has planned for itself. 
Retail detail

Levi strauss & co

Levi Strauss & Co. (LS&CO) is a privately held clothing company known worldwide for

its Levi's brand of denim jeans. It was founded in 1853 when Levi Strauss came
from Bettelheim, Franconia, (Kingdom of Bavaria) to San Francisco, California to open a west
coast branch of his brothers' New York dry goods business. Although the company began
producing denim overalls in the 1870s, modern jeans were not produced until the 1920s. The
company briefly experimented (in the 1970s) with employee ownership and a public stock
listing, but remains owned and controlled by descendants and relatives of Levi Strauss' four
nephews.

Stores of levis in India

Levi's® Stores City Address Tel No.

Exclusive Levi's® Stores New Delhi/NCR Levi's® Square, South Extn. 46010129
Part 1
Exclusive Levi's® Stores New Delhi/NCR Connaught Place, Inner Circle 41523233
Exclusive Levi's® Stores New Delhi/NCR Greater Kailash Part 1, 46538512
Exclusive Levi's® Stores New Delhi/NCR Great India Place, Noida 4233651 / 4233652
(Ground Floor),
Exclusive Levi's® Stores New Delhi/NCR Millennium Sector 18, Noida 4205206
Exclusive Levi's® Stores New Delhi/NCR South Extn. Part 2 46072886
Exclusive Levi's® Stores New Delhi/NCR Green Park Main Market 46029684
Exclusive Levi's® Stores New Delhi/NCR Lajpat Nagar, Central Market 29817444 / 29816665
Exclusive Levi's® Stores New Delhi/NCR Khan Market, 41757079
Exclusive Levi's® Stores New Delhi/NCR Select City Walk, Saket, 32054817
Exclusive Levi's® Stores New Delhi/NCR DLF Place (Courtyard), Saket, 46102720
Exclusive Levi's® Stores New Delhi/NCR MGF Mall Saket, 32051481
Exclusive Levi's® Stores New Delhi/NCR DLF Place, Vasant Kunj, 45625671
Exclusive Levi's® Stores New Delhi/NCR Ansal Plaza, 32054799
Exclusive Levi's® Stores New Delhi/NCR Basant Lok 46084889
Exclusive Levi's® Stores New Delhi/NCR North Delhi || Sector 7, 42068226
Rohini,
Exclusive Levi's® Stores New Delhi/NCR Netaji Subhash Place 42471494
 Pitampura,
Exclusive Levi's® Stores New Delhi/NCR Aggarwal City Mall, 42644403
Pitampura (M2K),
Exclusive Levi's® Stores New Delhi/NCR The Metro Walk Mall, Near 46518966
Rithala Station, Rohini
Exclusive Levi's® Stores New Delhi/NCR Ashok Vihar, Phase 1, 47523544 || East
Delhi
Exclusive Levi's® Stores New Delhi/NCR V3S Mall, Laxmi Nagar, 22535211 / 43028368
Exclusive Levi's® Stores New Delhi/NCR Cross River Mall, Shahdara 42111898
Exclusive Levi's® Stores New Delhi/NCR Vikas Marg, Preet Vihar 22410703
Exclusive Levi's® Stores New Delhi/NCR Acharya Niketan, Mayur 43073620
Vihar, Phase 1,
Exclusive Levi's® Stores New Delhi/NCR TDI Mall, Rajouri, 25150027
Exclusive Levi's® Stores New Delhi/NCR District Centre, Janakpuri, 41588913
Exclusive Levi's® Stores New Delhi/NCR Rajouri Garden Main Market, 45656109/45656114
Exclusive Levi's® Stores New Delhi/NCR West Gate Mall, Rajouri, 45508003
Exclusive Levi's® Stores New Delhi/NCR MGF City Square Mall, 42225680/43503709 &
Rajouri (GF & FF), 43503708/42225517

Levi Strauss - Original Levis Store

The original Levi Flagship Store, 174-176 Regent Street, offers a complete range of Levi
Clothing. 

Responsible for patenting the process of putting rivets in pants trousers to make them stronger
as far back as 1873, Levi are credited with making the world's first jean. 

Today, Levi is still going strong, regarded as a true American icon known throughout the world.
Modelling in a Levi's campaign certainly did Brad Pitt's career no harm... an indication of the
strong image of the brand.

The LEVI’s® flagship store provides Londoners and the capital's visitors with a complete brand
experience at the ultimate jeanswear destination.

Designed to be a demonstration of craftsmanship and factory‐inspired architectural design, the

store both inspires and engages customers as
they are taken on a journey through the origins of denim and the brand’s evolution.
The store itself is a carefully crafted visual feast. With a factory feel throughout, the store is
brought to life through a mix of exposed brick, raw steel, concrete, wood and glass.
Levi’s® understand that many people see buying jeans as something of a chore, so the
construction and layout of the store has been designed with this in mind.
Visitors to the store should remember to take a look at Origin, the section of the store that
showcases everything from exclusive product collaborations to art exhibitons, serving
to demonstrate great product whilst capturing the imagination.
Products of levi’s

 Jeans
 Shirt
 Cotton pants
 Accessories belt
 Sun glasses
 Wallets
 Ladies bag
 Jacket
 shoes

BIG APPLE FRESH

Big Apple- A unit of Express Retail Services Pvt. Ltd is Delhi’s first ever company
owned Fruit, Vegetable and Grocery retail chain which has added one more bling to it by
opening there 65th store in Delhi.
Being well received by its consumer Big Apple has attained exponational growth rate
from each store. The 125 crore company’s direct tie-up with farmers in Haryana,
Rajasthan, Himachal Pradesh and Uttar Pradesh, provides consumers with uninterrupted
and qualitative product supply every single time.
Big Apple in a matter of one year has spread all over Delhi, having 65 stores, placing
itself in the prime locations of the city like East of Kailash, Hauz Khas, Lajpat Nagar,
East Patel Nagar, Naraina Vihar, New Rajender Nagar, Model Town-1, Janak Puri, Vikas
Puri, Rajouri Garden, Shyam Nagar, Mansarovar Garden, Bali Nagar, Shakti Nagar,
Hudson Lane, Vishwas Nagar, Jhilmil, Krishna Nagar, Rani Bagh, Gandhi Nagar, Rohini,
Main Vikas Marg, Pitampura, Sunder Vihar, Model Town-III, Narela, Darya Ganj,
Yamuna Vihar and many other locations.

STORES

Central Location
• 11/18, East Patel Nagar Market, New Delhi-110008. 42482020, 9313928401
• D.D.A Commercial Complex, Block-A, Naraina Vihar, New Delhi-110028. 25778454, 9313928405
• 82, Double Storey, New Rajinder Nagar, New Delhi-110060. 45086158, 9313928407
• 3575/76, Main Netaji Subhash Marg, (opp Darya Ganj Kotwali), Darya
43522789, 9313928426
Ganj.
• 26/1, Old Rajinder Nagar, New Delhi - 110060. 45083267, 9313928438
• 2218, Rajguru Road, Chunna Mandi, Pahar Ganj, New Delhi-110055. 23586338, 9313928440
• ER-25, Inder Puri, New Delhi- 110012. 25833142, 9313928441
• 5C/9, New Rohtak Road, Karol Bagh, New Delhi-110005. 28714115, 9313928465
 
   West Location
• H-16, Bali Nagar, New Delhi - 110015. 25442561, 9313928406
• Shop No.19 & 20, G-Block Community Centre, Vikas Puri, New Delhi-
45531076, 9313928409
110018.
• S-14, Janta Market, Rajouri Garden, New Delhi-110027. 45517304, 9313928410
• A-7, Shyam Nagar, New Delhi-110018. 25987126, 9313928411
• 14/472, Main Road, Opp. Meera Bagh, Near St. Marks School, Sunder
42334835, 9313928427
Vihar, New Delhi - 110041.
• F-1/9, Peopal Wala Road, Mohan Garden, New Delhi-110059. 25357343, 9313928433
• 412 & 413, Kakrola Housing Complex, Near Metro Pillar No.-792, Dwarka
25331510, 9313928453
Mod, New Delhi-110059.
 
   East Location
 • B-5/9, YAMUNA VIHAR, OPPOSITE BHAGAT SINGH PARK, NEW
22916234, 9313928447
DELHI-110053.
• 80, Main Road, Defence Enclave, New Delhi-110092. 22457559, 9313928551
• 10, Shanti Vihar, Opposite AGCR Enclave , New Delhi-110092.. 43035092, 9313928456
 
   South Location
• F-11, East of Kailash, Near Apollo Clinic, New Delhi-110045. 41323294, 9313928402
• E-22, Hauz Khas Market, New Delhi-110016. 41656060, 9313928403
• I-1, Lajpat Nagar-II, Near Bikanerwala, New Delhi-110024. 46572020, 9313928404
• H.No-389,L-Block, Street No.-11, Old Rang Puri Road, MahipalPur, New
26781831, 9313928432
Delhi-110037.
• A-134, Taimoor Nagar, New Friends Colony, New Delhi - 110065. 26921288, 9313928442
• A-268, Defence Colony, New Delhi-110024. 46543959, 9313928443
• 943, Nehru Road, Arjun Nagar, Kotla Mubrakpur,New Delhi-110003. 24647674, 9313928454
• JC-44, Malviya Nagar, Khirki Extension, New Delhi-110017. 46036481, 9313928457
• C-4, Freedom Fighter Colony, Neb Sarai, New Delhi-110068. 29533683, 9313928460
• K-103, Main Road, Kalkaji, New Delhi-110019. 26228106, 9313928461
 
   North Location
• B-3/24, Ground Floor, Model Town-1, New Delhi - 110009. 47027058, 9313928415
• 115-A, Shakti Nagar Chowk, Kamla Nagar, New Delhi-110007. 23840096, 9313928416
• Shop No. 5&6, Hudson Lane, Kingsway Camp, New Delhi - 110009. 47019324, 9313928419
• Shop No. 7, CSC-9 Market, Sector-16, Rohini, Delhi-110085. 27298044, 9313928418
• Shop no 28, G Block, DDA Market, Sector-15, Rohini, Delhi-110085. 27298124, 9313928420
• Shop No.11, CSC-3, D-2 Block, DDA Market, Sector-11, Rohini, Delhi-
27570538, 9313928421
110085.
• Shop No. 1 & 2, CSC-8, DDA Market, Sector-3, Rohini, Delhi-110085. 27514636, 9313928424
• HP 9, Maurya Enclave, Opp. Gopal Mandir, Pitampura, New Delhi -
47562517, 9313928429
110034.
• D-2/8, Model Town-III, New Delhi - 110009. 47019427, 9313928430
• 704, Mukherji Nagar, Opposite Batra Hall, Delhi-110009. 27604810, 9313928445
• D-27/28, Rajan Babu Road, Adarsh Nagar, New Delhi-110033 . 27670127, 9313928446
• AM-34, Shalimar Bagh, New Delhi-110088. 47037924, 9313928448
• A-1/13, Near Laxmibai College, Shakti Nagar Extension, New Delhi-
27305026, 9313928462
110052.
• 5844/57, Ramdurg Building, Malka Ganj, New Delhi-110007. 23858207, 9313928458

PRODUCT RANGE
Processed Food
1. Break Fast Cereals
2. Biscuits and Wafers
3. Noodles, Pasta & Vermicelli
4. Jams, Sauces, Spreads & Pickles
5. Ready Foods
6. Baking and Dessert Mixes
7. Sweets and Savouries
8. Chocolate and Confectioneries
9. Bakery
Beverages
1. Tea
2. Coffee
3. NTNC
4. Drinks and juices
Groceries
1. Flours and Suji
2. Staples
3. Pulses
4. Others
5. Spices Masala and Mixes
6. Sugar and Salt
7. DryFruits,Churans, Mukhwas
Oils & Ghees
1. Edible Oils
2. Vanspathi
3. Ghee
Diary Products
1. Butter
2. Dahi and Chahch
3. Yogurt
4. Milk n Cream
5. Cheese n paneer
Frozen
1. Frozen veg.
2. Frozen Non Veg.
3. Ice Creams
Baby Food
1. Lacto Food
2. Baby Cereals
3. Baby Nutrition Others
Personal Care
1. Oral Care
2. Odour Control
3. SC Soaps
4. SC Creams
5. HC Oils
6. HC Shampoos
7. HC Colours
8. Shaving Needs
9. Baby Care
10. Sanitary Napkins
11. OTC
Fabric Care
1. Detergent Powders-Budget
2. Detergent Powders-Reg
3. Detergent Powders-Premium
4. Detergent Cakes
5. Fabric Care Solutions
Home Care
1. Paper Products
2. Air Freshners
3. Insecticdes
4. Shoe Care
5. Cleaning Aids
6. Cleaning Agents
7. Others
Vegetables
1. Regular Vegetables
2. Exotic Vegetables
Fruits
1. Regular Fruits
2. Exotic Fruits
Stationery

1. Pens Papers & Books

2. Office Stationery

Toys

1. Soft Toys
2. Plastic Toys

Confectionary
1.   Chocolates
2.   Candies
Exotic Fruits
1.   Apple Washington
2.   Red Grapes 
Ready to Eat
1.   ITC Products
2.   Kohinoor
Bakery
1.   Cakes
2.   Breads

It is the policy at Big Apple, the consumer comes first and the shopper is the most
important person who visits the store. They are in business because the shopper comes to
them.

In keeping with the policy, Big Apple does not offer schemes that short-change the
customers. They do not promote near expiry products. Any product or brand that finds
space on the shelves at Big Apple have gone through stringent quality tests.

Their staff is barred from accepting any tips from customers. They ensure that the staff is
courteous and offers service with a smile. The stores are also designed in such a manner
which makes shopping a real pleasure every time.
At Big Apple Stores, the shopper will find products sourced from all over the world
which have been selected on the basis of the benefits to the customers. Normally, the
consumer goes from shop to shop to get the best.
At Big Apple, this job has already been done by our team of experts, who have scoured
markets in India and abroad to get the best products at the best prices. The result is that
when the consumer visits a Big Apple store, the leg-work has already been done and what
remains to be done is the exercise of choice.

The list of products that Big Apple is growing every hour. Manufacturers from across the
world are approaching Big Apple, enabling us to pick and choose products that pass the
litmus test of giving value to the Indian consumer.