PoP Magazine did a cover story on the initiative that we took to organize our exclusive retail business. Sharing here for feedback...

2. 4 I July I 2017
VOLUME : 12 ISSUE : 12 JULY 2017 http://www.media4growth.com/maga-
zine/magazine-retail.html
EDITOR & PUBLISHER : Vasant Jante
ADVISORY EDITOR : Surender Gnanaolivu
EDITOR : Chanda P Kumar
ASSOCIATE EDITOR : Nabamita Chatterjee
ASSOCIATE EDITOR : Satarupa Chakraborty
DESIGNER : Vinod Kumar. V
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Editor’s Note
Winds of Change
Everyone is talking GST! And the nation is yet to
unscramble the mysteries of how it would actually affect
industries. Overall, it’s a good change for businesses that
can now expect a level-playing field in most industries.
Narrowing down to FMCG, we will see players passing
on benefits to consumers by either slashing the prices
of goods or increasing the grammage of the product
on dispatches made from July 1 onwards. However, the
impact of GST on larger companies will be neutral as
some goods would attract increased tax rates whereas
others will enjoy lower taxes. All in all, great benefits for
the end-user and brands too.
Coming back to this issue… we highlight the FMCG
major spearheaded by Baba Ramdev - Patanjali Ayurved
Ltd, which has gathered a storm in very little time. We
take a look at how this game changing FMCG brand is
now revamping its store experience, bringing goodness
of its product range and new-age presentation to capture
the Indian consumer.
In our category special, we look closer at the burgeoning
beauty sector, focusing on Colour Cosmetics, to bring
you the latest consumer insights, trends in shopping
behaviour and retailing cosmetics in a new & improved
way.
Also, we have an exciting section Region Focus -
Bangalore, giving an overview of the city’s scope for
consumer brands & retailers, while bringing the best of
retail solution providers in the region.
We hope you like this issue. Happy Reading!
Cheers
Chanda P Kumar

3. 6 I July I 2017
Content
VOLUME : 12 ISSUE : 12 JULY 2017
Category Focus - Cosmetics
B As In Booming Beauty Biz 08
POP Parade 16
International POP 22
Cover Story
Avinash Kumar, Patanjali Ayurved Ltd 24
Region Focus - Bangalore
Intro 28
R.G. Venkatesh, MD, Diamond Display Solutions 30
Jose Palanthinkal, Director, Ideal Design 30
Tabrez Pasha, MD, Squadron Graphics 31
Jaikumar, Managing Director, Jai Graphics 32
Deepak Magar, Proprietor, Supra Digital 32
Komal Wadhwa, Director, Wadpack Display Solutions 33
Sunder R Yadav, Sr. Manager Commercial,
The Hindusthan Enterprises 33
Prabhu, Managing Director, Om Sai Signgrafix 34
S.Rahamathulla, Proprietor, SSR Enterprises 34
Dibashmoni Das , Director
Acumen Marketing Solutions 36
Balakrishna G., MD, Ace Media Solutions Pvt. Ltd. 36
Vasudevan LK, Epson India 37
Retail Talk
Ezone 38
In-Store Activation
Quaker 40
Colonel & Co 42
Brand Talk
Lawrence & Mayo 44
Cholayil 46
Digital Download
Perpule 48
Beaconstalk 50
Packaging Design
Wysiwyg 52
Coming soon at
In-Store Asia 2018 54
Resource 58
Calendar 62

4. 24 I July I 2017
Cover Story
The Game Changer
@ Retail
Starting as a homegrown brand addressing
the lifestyle needs of common people to
doubling up the sale from Rs 500 crore to
more than Rs 10,000 crore to building up
India’s second largest FMCG conglomerate
– Patanjali Ayurveda has created history.
Despite the clutter and high penetration in the
FMCG sector, Patanjali has proved that there’s
always scope for creating new moat if the
business model is unique and disruptive. The
company has managed to mark its territory
in terms of market penetration, distribution
model, fast product line development and
visibility. In a talk with Point-of-Purchase
magazine, Avinash Kumar, CGM – Media &
Branding, Patanjali Ayurved Limited (PAL)
talks about the vast retail network, importance
of exclusive retail formats and their plan to
straighten their game at GT & MT.

5. 25 I July I 2017
Cover Story
Tell us about your widespread
retail network. What formats
you are present in and where are
you heading to?
In exclusive retail, we are present
in three formats – Arogya Kendra,
Chikitsalaya and Mega stores. We
are giving lot of importance to Mega
Stores because, you see, we have
about 700 SKUs within our wide range
of food, non-food and personal care
ranges. It’s nearly impossible for us
to showcase our ranges in any other
formats but in exclusive retail outlets.
Having said that, it’s true that 20% of
the business of any FMCG company
comes from MT and we are starting
to align our presence in that format
rigorously. This year, we also plan to
reach 15 to 20 lakh General Trade
outlets across India.
What kind of visibility and
shopper marketing plans do you
have for GT and MT?
We are religiously reviewing our
shopper marketing practices for
all formats. Last year, we ran some
visibility practices using flex-on-frame
(non-lit boards) in 2.5 lakh GT outlets
and the response has been positive.
This year, we have bigger plans of
using shelf talkers and shelf strips
that allow us to own certain spaces
of shelfs, depending on the category.
We have a direct tie-up with Future
Group. National Distributor for MT
is Pittie Group, catering to other
modern trade players. In coming
time, we are planning to do more
direct branding using end caps and
other promotional tools.
You are already revamping your
exclusive stores. Give us details of
those plans.
We have mega plans for our exclusive
formats. We are targeting a sale of
around Rs 4000 crores from exclusive
formats. See, we are not only about
products but are also about holistic
well-being. Exclusive retail is the only
format where we can showcase our
complete brand proposition. Many
Arogya Kendras and Chikitsalayas
we see a need to revamp these
stores keeping the shopper journey
plan in mind as currently few stores
have erratic brandings and lacks
any consumer comfort in spite of
reporting very good sales growth. We
are introducing multiple elements like
lit category headers (clip-ons), end
cap categorizations, danglers and
they have been made mandatory.
We are constantly innovating in
our FSUs, pillar branding. Separate
shop-in-shop zones are also created
for attracting consumers. We
are also appointing around 200
merchandising officers to ensure
the increase of footfalls and proper
placements of products.
How is holistic healing a part of
these exclusive formats?
Yog rooms have already been
included in around 10-12
stores nationwide to impart free
consultation and practicing space.
All Mega stores are planned to
have Vaid pharmacies and medicine
counters (Divya Pharmacy).
What percentage of your business
comes from exclusive retail stores
and how you are planning to
scale it up vis-à-vis with your
investments?

6. 26 I July I 2017
Today, almost 22% of our business
comes from exclusive retail formats.
We don’t plan to scale it up. In fact,
we plan to bring it down to 15% while
the volume is expected to increase.
We want GT and MT to catch up at a
much faster speed.
Tell us about your distribution
models and planograms.
It’s been only 5 years and I’ll be
honest with you that we are at a very
nascent stage when it comes to have
an excellent distribution model. We
are keeping super distributors and
our system is planned to ensure a
direct network between company
to retailers. To use the model more
effectively, we are asking regional
sales heads to predict sales so
that production can be planned
beforehand.
In further doubling up your sales,
how will technology be part of it?
Well, we plan to use technology
in every step of planning. We
are already in talks with a
couple of players to design our
plannogramms. We will soon use
GIS (Geographical Identification
System) to identify potential locations
for Mega Stores and are already
in talks with world leader in GIS
space for implementation. We
are also planning to integrate our
store network in our website and
introducing augmented reality too,
where stores can be experienced on
digital mediums.
Digital interfaces within the store
spaces may not be a viable idea for
any FMCG brand but we may think
of it if we get good partners.n
Satarupa Chakraborty
Cover Story
l PAL reaches out to the
customers with their offerings
through exclusive retail format
which is Patanjali Arogya
Kendra, Patanjali Chikitsalaya
& Patanjali Mega Store
l 3000 + old stores (PAN
India) old store have been revamped to remove multiple erratic branding.
l Revamp of PAK & PC was carried out as a need to enhance visibility
thru homogeneous communication at the exterior of the store
l Patanjali decided to have premium signages for its exclusive formats.
Revamped signages used substrate which was ACP board with acrylic
letters, with cutouts of brand ambassadors images along with logo
engraved in it (with all elements lit). the ACP board branding with flat lit
images are rarely observed in Indian market except few standalone stores.