Indian Retail can leap from 19th to 22nd century: Retail Guru Paco Underhill

Addressing a marketing forum in New Delhi, he stated, India has terrific opportunity of jumping from 19th to 22nd century question is how to do it and how to do it right.

Underhill was speaking at Technopaks 2nd Indian Consumer Mindscapes 2008: Powering Business through Foresight conference in the capital on April 29, 2008.As per Underhill, organised retail provides better product at a better price. And there is no reason why organised retail cannot coexist with mom n pops stores. It does not kill family businesses. It gives them opportunity to reinvent themselves.

Underhill also discussed the challenges of Indian market namely diversity, logistical issues and convergence. As per him, Diversity of Indian market presents a challenge to the retailers as consumers in various parts of the country say Delhi, Calcutta and Bangalore are a little different. Logistics is another major concern area for retailers it takes more time and money to move a product from Mumbai to Delhi than it takes to move it from New York to Tokyo.

Underhill recommends that Indian retail sector should learn from other emerging markets like Brazil and Mexico, which have more similarity with Indian markets, rather then copy the more mature western markets. As per Underhill roadmap for retail in India is obvious. He recommended five points for the organised retail in India: a) Leap from 19th to 22nd centuryb) Europe and North America are interesting but irrelevantc) Look for new modelsd) Look to Brazil, South Africa, Dubai, Korea and Mexico for idease) Getting goods from Mumbai to Calcutta should become cheaper

Combining traditional market research techniques, anthropological observation methodologies and videotaping, Underhills company Envirosell has established its reputation as an innovator in commercial research and as an advocate for consumer friendly packaging andshopping environments.

Underhill has spent more than 25 years conducting research on the different aspects of shopping behavior, earning his status as a leading expert and pioneer in the field. Paco helps companies understand what motivates the behaviors of todays consumer. His research shows how todays retail world is ruled by factors such as gender, trial and touch and human anatomy.

Underhills first book, Why We Buy: The Science of Shopping has been published in twenty-six languages. His second book, entitled Call of the Mall: The Geography of Shopping, was released in February 2004.