Westside began in 1998 when TATA acquired Littlewoods, a UK retail chain. It was subsequently renamed Westside and has since carved a niche for itself in India. Westside aims to be the most preferred lifestyle retailer through understanding customer needs, fashion leadership, and excellent service. It sells both other brands and its own private labels to earn higher margins while maintaining quality control. Westside conducts research before entering new markets and tailors its retail model, product assortment, and promotions accordingly to attract customers from the unorganized sector through style, affordability, and shopping experience.

1. WESTSIDEKEEP YOUR STYLE ALIVE

2. HISTORY Story began circa 1998 when TATA acquired LITTLEWOOD’S a London based retail chain Acquisition was followed by establishment of Trent Ltd. LITTLEWOODS was subsequently renamed WESTSIDE WESTSIDE has carved a niche for its brand of merchandise creating a loyal following Has garnered numerous accolades like Indian brand summit, most admired format retail chain etc

3. FACTS 1952-TATA entered cosmetics business through Lakme Ltd. 1996-Lakme entered into joint venture with Hindustan Unilever 1997- TATA sold their stake in Lakme to HUL for Rs.2 billion 1998-TATA ventured into retailing and acquired the Britain based Littlewoods retail store in Bangalore 1999- Westside expanded its operations to Chennai, Mumbai and Hyderabad. 2000- During the Diwali season Westside launched a festival of delights program 2001- Second store in Mumbai, Pune, Kolkata and Delhi 2002- Store in Nagpur and second store in Delhi and signed Yuvraj Singh as his celebrity endorser.

4. MISSION STATEMENT To be the most preferred and consistently profitable Lifestyle retailer Develop a comprehensive understanding of customer needs Always be in forefront of fashion and services by anticipating and exceeding the expectations of customers Continue to scale new heights of excellence through teamwork Policy to satisfy customers with the range, quality and value of the products to customers Complete confidence in the quality of merchandise

5. SELLING OWN BRAND To earn high profit margins on Private Labels Brand Grab the opportunities to stand out from the crowd International retailers using own label brands To control on quality of the product To offer unique valuable product to customers

6. SELLING OWN BRAND ADVANTAGES DISADVANTAGES High margins Freedom in pricing strategies Control on quality Control on scrap and wastage Helps in market expansion Adding value to the customer in giving low price Very few players are into manufacturing “just another brand” Underestimate competitors Customer giving preference to established brands Private labels cannot be successful without good effective strategies Cost is high because production is low High advertising to promote the brand Potential risk- Failure of product

7. KEY AREAS CHEAP- WINNING WITH PRICE BIG- WINNING WITH DOMINENT ASSORTMENT HOT- WINNING WITH FASHION EASY- WINNING WITH SOLUTION ORIENTED SERVICE

8. Westside Retail Model Marketing Research Customers Feedback Advertising And Promotion Retail Layout Product And Positioning

10. Collected information on population, buying patterns, demand potential, lifestyles etc.

11. After conducting research it was observed that ratio of both store own brands and other brands was 30:70.

12. It was also observed that Indian retailers suffered on account of poor economics and investment in brand building as compared to the international retailers.

14. Westside decided to push its own brands to earn high margins as they had more control over the manufactures, quality and distribution.

15. By selling the products under westside brand, the company was able eliminate intermediaries and hence intermediaries commission was saved that leaded to higher profits.

16. Problems Faced

17. Expensive real estate: To save costs on real estate, westside decided to get shop-space on lease.

18. Difficult task to find spacious locations in showrooms in metros.

20. Each store on average stored 30,000 SKU’s of different products.

21. Merchandise sourced from 250 exporters from Delhi , Mumbai and Bangalore.

23. PROMOTIONAL STRATEGIES Two parameters: style and affordability External communications through advertising Great shopping experience Based on theme like mix and match , live bands and other attractions By giving scratch and win cards during festive season Advertising contract with leading personalities Offered CLUBWEST loyalty cards

24. FUTURE OUTLOOK Greatest challenge to beat the unorganized sector as 98% of India’s retail garment industry operated in unorganized sector. Main focus was to get people visit instead of unorganized sector Making customers realize that Westside give latest style at very good prices

25. Thank youMADE BY ANKITA SHARMANEHA SHARMAISHA RANA