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HyperCITY plans tie-ups with global brands

May 06, 2006 16:42 IST

HyperCITY, the hypermarket promoted by the K Raheja group, is planning a host of exclusive tie-ups with leading global brands.

For a start, it has already initiated a supply arrangement with Waitrose, a UK supermarket to stock their products. Waitrose are food shops under John Lewis Partnerships and is one of the top UK supermarkets.

Andrew Levermore, chief executive officer, HyperCITY said, "This section will cater partly to the expats who are shopping here as well as to the Indian consumer who wants slightly high end products. About 60 per cent of the products seen here (like the UMI range of beauty products and organic fruit juices etc) has never been seen in India before."

The store has an arrangement with Citifinance to provide immediate financing options for durables purchases.

HyperCITY has also tied up with Blue Foods to run the two cafe's in the store, Cafe Brio and Desi cafe. There is also a demo kitchen, which will be used to either display new gadgets and cookware as well as hold live cooking demonstrations within the store.

Medicine Shoppe, a medicine retail chain has also set up a 24-hour pharmacy. Clearly the idea is to provide additional services, which would make it easier for the customer (including an ATM) and ultimately result in better business for the store.

However, the key focus of the store is providing value and price competitiveness. "This is possible as a large part of our offerings are private labels," explains B S Nagesh, vice- chairman, HyperCITY.

While the entire apparel section comprises private labels, even in categories such as electronics about 20 per cent of the goods have been manufactured especially for the company, which enables them to sell DVD players for as low as Rs 1,999. He adds that they have also branded the fresh foods and meat under their own private brand.

Levermore says that in terms of sourcing, they have leveraged the strengths of different countries to get the best value at the best price. So while the entire home linen has been sourced from India, the crockery has come in from China and the furniture from Malaysia.

"Our entire stock is owned by us (as opposed to a distributor or stockist for the big ticket items) which enables almost immediate delivery of products," points out Nagesh,adding that they have also put in place an after sales service team for the white goods.

Levermore said the next outlet was likely to open in Delhi soon with the target being three more outlets by the year-end.
BS Corporate Bureau in Mumbai
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