TGISF brings Future Group brand and Sone Ki Chidiya in the customers’ space

At a time when the whole country is reeling under slowdown and people are away from shopping, Future Group’s innovative concept The Great Indian Shopping Festival (TGISF) has been trying to rejuvenate the shoppers’ mood for year 2009, and according to a top company official, the response is overwhelming and encouraging.“Two things which have been very encouraging so far for us, apart from response, are that earlier people were sceptical because of the market conditions and this offer has given a positive message to the market. Also, the customers are seen shopping together with family even with a small child with them which has really been very positive for us,” said Damodar Mall, group customer director, Future Group.He informed that as part of company’s plan, Future Group wanted to upgrade people and introduce them with multiple offerings and formats within the group with this offer and said: “The customer's reaction has been very encouraging and the Group believes that in going forward these customers will continue to shop in our stores.” “So far I believe the acceptance of Future Group brand and Sone Ki Chidiya as a symbol was limited to corporate and retail space. But now, Future Group and Sone Ki Chidiya are in the customers’ mind space as well,” he added.Elaborating the sales figure, he said that the company has already met its sales expectation not just in its lead formats but even in its smaller formats too. Further, the company has extended the festival by one week on public demand. “Because the customers were to collect Sone Ki Chidiya stickers and qualify for assured gifts, the request from people had been that they need some more time to reach the 300 stickers mark, and we have extended the festival by a week till January 11, 2009.” However, he remained tight lipped about the exact earnings for the company during this period.Commenting on such innovative marketing strategies from the Group, he further said, “We at Future Group believe that shopping is not a chore in India. It is a family outing and is part of the small joys of Indian families. Our strategy is to keep making shopping interesting and fun and also to be able to reach to a larger audience. Hence democratisation of access to goods and services is what we do through a series of offers for families through out the year.” 'Sabse Sasta Tin Din', the next large event coming from our portfolio, is already an established brand which is due for its fourth year of operation from January 24-26 this year,” he added.