INDIA KYA CHAHATA HAI?

Films mirror the aspirations and therefore tastes of the people, believes the fast rising czar of the Indian retail sector. So he too looks at Bollywood for ideas.

“If Salaam Namaste has done well in a city then our stores will definitely do well”, says Kishore Biyani, head honcho, Pantaloon Retail India Ltd. Owner of two of India’s biggest retail successes, Big Bazaar and Pantaloon, Biyani follows unconventional research methods to identify potential markets.

There’s method in this apparent madness, however. He looks at successful Hindi films as mirroring the preferences and aspirations of the Indian people. So if such a film centred around a live-in relationship did well in a city it means its people are ready for and open to modern, urban ideas in every aspect of their lives. Hence, Biyani believes, that they are ready for stores like his that personify an urban, international experience.

There’s proof enough. He has been following the increasing urbanization of the Indian public again, through films. So while Dil Chahata Hai did well in only the major metros a few years back, Kal Ho Na Ho won in many more, smaller cities like Indore where incidentally Biyani went on to open his stores. Then came Bunty aur Babli which had a small town background but big town aspirations. Everyone in the company was made to watch it to understand the consumer.
And now, Salaam Namaste has surprised everyone including the film producers by being a hit in cities like Siliguri, Ranchi, Lucknow and Kanpur among many others. So expect the stores in these cities shortly. 27 cities

Biyani stands vindicated as he pooh poohs the traditional market research that corporates world over love. He uses some research but only to verify his own hypothesis. And so far it’s worked fine.

Other megatrends that Biyani is watching develop with the help of films and TV and music: That the youth bases its preferences on factors other than talent, probably looks and style as opposed to 35-40 year-old who vote for talent. Source-Indian Idol. That woman are taken more seriously if seen wearing sarees over any other garment. Source: A host of Indian films and TV. And that youngsters are getting more religious. Sale of devotional music and the presence of youth in Siddhi Vinayak and Tirupathi

(This article appeared on the front page in the Hindustan Times in January `06)