India: A Hunting Ground for Benchmark Concepts

Like so many other words that conjure up imageries of progressive, admirable, somewhat daring action, "benchmark" has the same instant effect on the mind. Rather, it commands our attention and arouses our curiosity even in the current age when our capacity for curiosity is getting lesser.

And why not? We live in times where the term “benchmark” itself becomes extremely fluid – today you do something out of the routine or ordinary, tomorrow your new becomes stale already. No one lets you sit on a “benchmark” for long. You must constantly push your own benchmark!

A rather philosophical way of summing up the situation, one might retort somewhat irritably, especially when one shifts the gaze on to what everybody calls the great Indian retail boom. Sure, the mighty Indian retail juggernaut is rolling; but that gives us all the more reason to be circumspect. We might as well ask the questions now, and find at least some of the answers.

It feels very right to hear that India is important to the big ones in global retail, particularly fashion retail. Rare seems the day that does not turn out to be a day of announcement of some entry, or of some plan for entry, by one or the other leading name. And then 2006 also turned out to be the year of the first “super size” fashion destinations. The line-up had the denizens enthralled.

“Lee has opened its largest store in Asia Pacific.” “Nautica launches the largest standalone store outside the United States .” “ Adidas India opens its largest Sport Performance Centre in Asia . ”

There must be something, after all. These are some super brands here that we are hearing about. They do not take ground action based on hearsay. So, at least the prudence of the matter is more or less settled. But, what is on their mind really? What are the benchmarks they have set for themselves? Is India really a “benchmark” market in their blueprint for growth?

Philosophies aside, there is a vibrancy to the concept that retail in India is lately discovering and savouring in. It does not require great imagination to get a perspective on the unfolding scenario – a buxom middle class, a flourishing super-rich niche, a common denominator of consumerism different only in degree, and a flurry of money merchants scrambling to grab their meaty pies, make for an engrossing dramatis personae capable of turning around the plot at any time. India has its audience, all right.

In this special feature, Subhinder Singh Prem, managing director, Reebok , and Hartwin Feddersen, director – marketing , adidas India , share their insights and plans for India, with Padma Pegu, Co-ordinating Editor, indiaretailing.com

Question: What benchmark concepts have Reebok and adidas so far implemented in India ?
Subhinder Singh Prem : Reebok India has been in the forefront of a number of concepts in India .
•  The first exclusive Reebok women's store outside the United States
•  The biggest Reebok store in Asia, in Jubilee Hills, Hyderabad, opened     in November 2006. The store area is 18,000 square feet.
•  Work in progress on exclusive Reebok lifestyle store. It is an     international project being driven out of India . Depending on the     success of the pilot project, it will be rolled out worldwide.

• Tie-up with designer Manish Arora and bringing out the Fish Fry line of    footwear for women. We will be launching footwear for men and    apparel for both men and women shortly. It is the first of its kind for    Reebok. In fact, what started out as an India-centric project has now    assumed more significance, since quite a few of Manish's designs have    been included as part of the international classic collection and is being    lapped up worldwide.

Reebok
Hartwin Feddersen : adidas has implemented a significant number of benchmark concepts. Among these is the launch of the line of cricket shoes called 22Yds. This line, despite competitors now following in our footsteps, is still market-leading. The launch of the world's first intelligent shoe, the adidas_1, in 2005 is another milestone.

adidas