Retail immersion project -1

Introduction –

The Enthralling Saga Of BISMI

 Bismi, one of the most popular household brands of Kerala

traces its success to 1999, when VA Ajmal, a young
production engineer of 23 years entered the business of
distribution of home appliances and electronics goods for
one of the large OEM’s under the brand name Unitec Trading
Enterprises.
 Ajmal’s passion for entrepreneurship and appetite for risk
lead to his entry in the challenging field of retail distribution
of electronic goods and home appliances with the first outlet
of Bismi in Kochi in 2003.
 What was started as a single outlet of retail experience has grown as the industry
leader over a period of next 10 years with more than 3Lakhs sqft of retail area and
they are extremely delighted to treat over 6 million happy customers in a year.
 Bismi’s commitment to excellence and strong regional focus lead to its pioneering
entry into the Hypermarket industry in 2014, a diversification which was supported
by VY Shabani, Director of the Bismi Enterprise.
 The blend of entrepreneurial spirit by Ajmal and the expertise of a professional team
behind him has resulted in creating what Bismi is today; the integrated chain of retail
outlets with the largest presence of retail floor area in the state of Kerala.

 Ajmal Bismi Enterprises has the following verticals today:

 Bismi Hypermart Pvt.Ltd: under which the hypermarket
outlets are managed
 Bismi Connect Pvt. Ltd: under which the electronics and
home appliances business is managed
 Bismi has 09 hypermarket outlets and 13 Electronics
outlets today.
 The Group’s vision is to increase the number of
Hypermart outlets to 20 and Electronics outlets also to 20
by 2020 expecting more than 3000 employment
opportunities.
 The Group has an annual turnover of about INR 7 billion and is poised to achieve a
revenue of INR 12 billion by 2020 end on the back of a planned expansion drive
which would considerate Ajmal Bismi Enterprise and the foremost name in the retail
sector in Kerala.

 Bismi connect which is a wing of Bismi group of industries has proven its name in the
retail industry within a short time period.
 Bismi connect is a venture from Ajmal Bismi group which one of the leading
competitors in-home appliance industry. The recently planned service sector, in
which Bismi is going to carve the name is the “Online retail industry”.
 Bismi online store launched so that customers can access Bismi just by a mouse-
click.
 Bismi services and products are to be delivered at your doorstep by the
implementation and bestowing of their Online store.
  Bismi online store avails the customers with attractive offers and discounts which may be
exclusive for one day or 2 days.
 They always give customers surprises and unexpected gif vouchers once they have
purchased from their store.
 They are always giving value to our esteemed customers and give more privileged
shopping experience in our online store.
 Wait for the launch of our online store with astonishing offers and amazing discount
programs. They also put exclusive offers on each day with a different experience in
purchase and shopping. Also, outstanding customers are treated with coupons and
notable offers.

Personal Observations from Visiting the

Store-

 The store which I have visited for this assignment as part of my report is Bismi
Hypermarket.

 Inauguration of this Hypermarket was in March 2020 only.

 This is the front entrance of the newly builds not so old Bismi Hypermarket in the Tvs
junction, Kalamssery road, Kochi-68301, Kerala.
Location and Its Significance: -
 Before visiting a mall or a shop, the first question that arises in consumers’ mind is,
“How far do I have to walk/drive?”

 Looking in this location setup we can see that location-wise Bismi Kalamassery
hypermarket have a strategic advantage as well as some disadvantages also because
of this.

 As it's presence in the highway or roadside only and also I observed that it's away
from usual traffic and pedestrian, and also, but still we can see it’s in the very good
location of Kochi nearby places like Edapally and Kalamserry town and muttom.

 Advantages − Less occupancy cost, away from competition, fewer operation

restrictions.
 Disadvantages − No pedestrian traffic, low visibility.
Retail Formats: -

 Retail format of Bismi is Hypermarket Kalamassery –

 Bismi group, the emerging giant in white goods business in Kerala is serving the
customers with Hyper Market division – Bismi Hypermart Private Ltd.
 Hypermarkets which have a combination of both food & Electronics spread out in
two different nearby stores One is Bismi connect offering Electronics services and
other providing Daily household products.
 From my recent visit, I got a chance to observe the environment and find the
uniform wore by the staff is mostly blue colour with a small green near the hands.
 I interviewed a manager or a staff whose number I checked from their website I was
able to interact with for a small-time as I went on Saturday near 12-1 o clock time.
 He shared me a few details about the store's format how they bring the
merchandise, etc. The details are: -

 Customer is mostly middle-aged 30 plus category mostly married couple and

we can also notice many youths also these days as it is Covid era he said to
me.
 As aged people are not supposed to go out of their house.
 Products are brought from Distribution centres.
 About Staffs performance, he said all staff are mingling with customers very
well and providing customer service.
 Feedbacks from customers were also good about the quality and service
Bismi is offering.
 And Location wise it is near highway first of all lot of space is available for cars
to park, and Bismi connect is nearby. So, the family can come and shop from
both stores.
 About Sales, I got information sales were good there are no Covid related
issues, and they are doing good.
 The product range is shown below in the picture.
  They do have their customer service support team and also delivery team also those
who contact their store will be getting delivered door to door delivery as well.
 Basically, from my observation, I found that most of the customer's behaviours were
normal only, and they were well aware of displays and locations of merchandise.
 The store has a good ambience and well lighting.

Conclusions: -
Reasons Why Bismi is a Great Place to Shop
 Whatever we got in mind; we get inside.

 An exciting place for the whole family to shop.

 Great store. Great choices and offers available

 Something Different, every day.

Prepared By
Nikhil Chandran
PGDM 28 Retail
FK-3375

Thank You