Westside: The Indian Retailing Success Story


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Case Details:

Case Code : BSTR043
Case Length : 13 Pages
Period : 1990 - 2003
Organization : TATA, Westside
Pub Date : 2003
Teaching Note : Available
Countries : India
Industry : Retailing

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"Our biggest strength is that we keep on refining ourselves and improving our offering - both product - and service-wise, correcting our mistakes, and this keeps us going."

- Simone Tata, Chairperson - Trent

"Being a brand retailer, we are able to develop our style and image in a manner whereby customers can build a relationship with us."

- Himanshu Chakrawarti, General Manager - Trent

Westside Looks North

In 2002, Westside signed on a leading Indian cricket player, Yuvraj Singh, as its celebrity endorser for a period of 3 years.

Westside sources announced that Yuvraj Singh would promote Westside stores in Bangalore, Chennai, Hyderabad, Kolkata, Mumbai, Pune and Delhi.

Commenting on signing on Yuvraj Singh, Himanshu Chakrawarti (Chakrawarti), general manager, marketing, Trent, said, "Yuvraj epitomizes the Westside name in every aspect, he is stylish and trendy, Yuvraj personifies all the qualities that a modern successful India needs - indomitable spirit, abundance of talent, great energy and uncontrollable enthusiasm." This move surprised industry analysts, as it was the first time an Indian retailer was going in for a celebrity endorsement.

In addition to this, Westside launched marketing campaigns on television and in the print media, with an allocated budget of Rs 200 million.1

According to company sources, the new media initiatives were aimed at increasing brand awareness among consumers, and enhancing the image of Westside as a retailer offering fashionable products at affordable prices.

Analysts attributed Westside's success to its focus on styling, affordability and quality, and its retail model.

Unlike its competitors - Shoppers' Stop and Globus (Refer Exhibit I) - who targeted the upper class, Westside focused on middle and upper middle class consumers, who constituted a large portion of India's population.

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1] As on May 21, 2003, $1 = Rs 46.7915

 

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