Some thing happened during current visit to Delhi and I decided to continue my commentary on the business of Retail.
I had gone to Connaught Place on a shoestring budget of Rs.200/- and was hopeful of buying a book to read during my travels. Why a budget of only Rs.200/-? For one - I am not a part of any corporate 'benefit match' to be able buy those high priced books on Management Topics and histories of great corporations. Secondly, I find it is very stressful to read and remember what some Ford once said and how it changed the fortunes of Ford Motors. Perhaps in those days employees listened to their employers, some thing of which I am not sure of these days. These days employees not only do not listen to their bosses but also keep complaining their children don't listen to them. Listening to some one, it seems, has gone out of fashion. Further, I have often come across biographical books on the coffee tables in reception of firms where I go calling. And I have found most of those firms reluctant to part with such titles even for a good cause of educating our students. Perhaps such firms like many others are afraid of educated students. And of course that's another story.
So on this fateful day I was in this book store for a good 20 minutes and had began to loose hope of finding a suitable book with in my budget. Most of the titles catching my eyes were priced several times my budget. I had begin to doubt my choice of book store (more than 2000 sq. feet retail space). Just then I saw as the owner was busy scolding an aged employee about slow collections and his method of working. I found it to be a little out of the way to shout at an employee (for such reason) on the floor of the shop before customers. It is a standard practice in un-organized retail businesses to loudly shout at an employee for all ills of the outlet that a customer points out. Then I saw a rack labeled 'Fiction' and found it to be displaying books on Central Excise Laws and other such Law Titles. I asked the store attendant it all those books on law amounted to fiction? He did not catch the intended pun and simple replied, 'Galt haiga jee!', revealing his rustic Punjabi back ground.
Moving further, my hand rested on a title "Retail Business Kit for Dummies" and I repeated to myself- dummies know themselves well and don't ever attempt a Retail Business. And immediately saw the folly of my statement. In India, Retail, it seems is a "Dummies' Delight". As I was visiting a large book store in heart of Indian Capital and they were getting away with whatever bungling they did. A few minutes later I discovered this book to be going through a Retail merchandising Cycle, Rs. 299/- title was being offered at Rs. 89/-, as the publisher was intent upon clearing the stock. I was happy that my search for a book under Rs.200/- was over. But I did not become owner of that book until the attendant, the owner, and one of the cashiers had, one by one, scrutinized me suspecting I carried a sticker from the publishers announcing the 'offer' and had conveniently placed on the front of the book by taking it in to a remote corner. Once they had satisfied themselves they allowed me to take away the book upon payment of Rs. 89/- and I walked out of the store with a feeling of 'having earned' the book. Once outside, after breathing some fresh air, I recognized the tactic. The ridiculously low priced book was another VM technique designed to offer a bait (to visit again) in disguise.
Finally, if you are in Retail, do not think that you are a dummy; and if you actually are a dummy, do not be afraid of getting into Retail, secure in knowledge such books and many other useful titles are available offering the Retail know how.
Navendu Mahodaya
