IndiaRetailBiz

Aadhaar, the erstwhile rural retail venture of Godrej Agrovat, 70 per cent equity stake of which was last year bought over by Kishore Biyani-led Future group, apart from major expansion, according to a DNA report, may also undergo across the board image makeover and repositioning of the format soon.

Aadhaar Retailing after takeover of management control from Godrej by Future group has now become a division of Pantaloon Retail. Earlier, it was known as Godrej Aadhaar.

Presently, Aadhaar is operating a total of 62 outlets in as many small towns across the country. The rural retailing format, which earlier under Godrej management, was focusing on agri-inputs and products required by rural customers, has begun to also offer merchandise from Future’s own stable like Fashion@Big Bazaar, Big Bazaar Best Deals, and Koryo, according to Saurabh Chadha, CEO, Aadhaar Retailing Ltd.

The retailer is also working on expansion plan that will take tally of its stores from 62 at present to 100 in the next nine months by March, 2010.

As a part of image makeover and brand repositioning exercise, the group, according to Chadha, has already completed conversion of one of its stores at Shrirampur town in Ahmednagar district of Maharashtra into a new mall like format.

The revamped store, which reopened in June, 2009, renamed as “Aadhaar Shopping Mall,” after the changeover, appears to be doing well as the sales after makeover have doubled than before, according to Chaddha.

“The customers were treating us like a mall, but the store was not positioned that way. So, we have positioned this in line with the small town customers’ expectations of a shopping mall. Changes have already been made in terms of the looks of the store, communication line, offerings and interiors of the store,” said Chadha.

While, changes have been made in looks, the company has also undertaken to change its communication strategy and product offerings for the new format, says Chaddha. It would now reach out to customers more directly using communication tools such as rallies, auto advertising and banners.

The retailer is expected to convert all its existing stores to new format in the next six months.