Hypermarkets in India

PROSPECTS

Hypermarkets adopt multi-strategy approach including fresh food

In addition to offering the lowest prices, hypermarkets will increasingly adopt the offer consumers lifestyle, quality and convenience as key strategies over the forecast period. For instance, the move towards urban lifestyles in India will be a great opportunity for hypermarkets to focus on fresh food.

High rental costs and changing demand towards smaller, convenience stores in neighbourhood locations stunt growth of hypermarkets

Over the last decade, many urban consumers changed their behaviour from purchasing groceries at traditional markets to shopping at supermarkets and hypermarkets to ensure product quality and price stability. They started shopping once or twice a week in a hypermarket or supermarket to save time, and stored products at home for the whole week.

Hypermarket chains invest in technology due to rising operating costs

As the labour crunch and high rentals continue to affect the retail landscape in India, hypermarkets are looking to ramp up their investment in self-service technology and automation to reduce costs and improve the customer experience. Some hypermarket chains have implemented self-service kiosks at checkout counters, generally with positive results, because of reduced waiting times.

COMPETITIVE LANDSCAPE

Avenue Supermarts leads by increasing the pace of its outlet expansion strategy and looking at e-commerce

Avenue Supermarts with its D-Mart brand ranked in first position in hypermarkets in value terms in 2019. The company is looking to accelerate its revenue growth by opening 30 stores annually, up from an average of 20 in the last few years.

Future Retail and its flagship Big Bazaar brand shift to smaller format stores

Future Retail, part of Future Group, is present in hypermarkets in India with its Big Bazaar retail brand. The company was one of the pioneers in modern grocery retailing in India, and is a leading player in hypermarkets due to discount prices and strong brand recall.

Max Hypermarket India uses technology to enhance the customer experience and offers a large variety of brands

While the majority of hypermarkets are focusing on value, Max Hypermarket India (Interspar) is focusing on enhancing customers’ shopping experience. For instance, towards the end of the review period, the company launched its new innovative store in Bangalore, which is based on four pillars – fresh, value, choice and service.

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