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Triveni Khushali Bazaar (TKB), a rural super store chain of Triveni Engineers and Industries Ltd, plans to nearly double the number of its outlets by March 2008 to 80, as organized retail takes off in the country’s rural pockets.
By 2009, it plans to have a total of 200 stores. The chain currently has 45 outlets that sell agricultural implements, diesel, fertilizers, and consumer goods to the farming and rural community.
TKB has the majority of it's stores around 35 of then in Uttar Pradesh. During the visit to one of their outlets in Hathras, western UP a flavour of their model was obtained.
The store is present just on the outskirts of the town of Hathras and the main visible category is Grocery. They also sell Agri-inputs, cycles, tyres etc.
The Customers
This concept should have been very successful, since the town (rural) customers do not have too much variety and
options in the local market. A survey on the income group showed a good portion of local businessman and government employees with household incomes in the range of 10k to 30k per month.
But still the store has not done well and the daily average sales is only in the anges of 15,000, which is very dismal in comparison with local town retailers.
Communications
The main reason for this could be the very poor Marketing Communication practices followed by TKB. An example of an inefficient visual merhandising is shown here. These are how the promotional offers displayed instore. The store also has very poor visibility within the local town. A new establishment should advertise aggressively in order to.jpg)
pull new customers to visit its store.
TKB has the majority of it's stores around 35 of then in Uttar Pradesh. During the visit to one of their outlets in Hathras, western UP a flavour of their model was obtained.
The store is present just on the outskirts of the town of Hathras and the main visible category is Grocery. They also sell Agri-inputs, cycles, tyres etc.
The Customers
This concept should have been very successful, since the town (rural) customers do not have too much variety and
options in the local market. A survey on the income group showed a good portion of local businessman and government employees with household incomes in the range of 10k to 30k per month.But still the store has not done well and the daily average sales is only in the anges of 15,000, which is very dismal in comparison with local town retailers.
Communications
The main reason for this could be the very poor Marketing Communication practices followed by TKB. An example of an inefficient visual merhandising is shown here. These are how the promotional offers displayed instore. The store also has very poor visibility within the local town. A new establishment should advertise aggressively in order to
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pull new customers to visit its store.
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