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hopping experience is generally defined as a function of income. Hence retailers segment their formats as per the income power of their target consumers. However, there’s an increasing realisation that in India while purchasing power is a significant factor, people also shop as communities. That the needs of particular community in terms of their food or religious purchases will be the same irrespective of their bank balance.
Cashing in on this premise, the Future Group is exploring a bottoms-up approach to reach the heart of local communities. The group is now setting up a first of its kind community/family shopping format in Malleswaram in Bangalore.
Bangalore’s Malleswaram is an ideal community destination and irrespective of the linguistic, religious or socio-economic difference, people here shop for the same merchandise and co-exist as a single community, says a recent survey conducted by Kishore Biyani’s Future Group.
Future’s new experiment means Malleswaram residents can now walk into the Big Bazar Community Shopping Centre to pick up their local favourites like Murugan pickle, Gayatri coffee powder which had been available only with local kirana wallas till now.
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