Add to this ‘guarantees’ and ‘after sales service’ and no way customers would prefer picking their handsets from Gaffar Market,” reasons an analyst. Players like Subhiksha Mobile are already using the ‘price’ flank well for quite some time now. And their ‘lowest prices’ motto is prompting others to jump on a similar rollercoaster. Mohit Khattar, President-Marketing, Subhiksha Trading told this magazine that, “Subhiksha Mobile has now grown to over 700 stores making it India’s largest mobile retail chains well as the largest in terms of volume throughout.”
But going forward, as the market matures and
consumers demand more, pricing will be a mere facilitator and not a deciding factor when choosing one mobile retail outlet over others. This is where brand recall is expected to play a big role as Ratno Rudra, Director Brand Curry Communications avers, “At present the retailing companies should look at ringing in accessibility and affordability and then look at pumping in resources to build their own brand name in order to get repeat sales.” Small surprise that many retailers in this segment are looking beyond mere number crunching (volumes) and adding more value added services for customers in their kitty. Leading the pack is mBazaar, from Kishore Biyani’s Pantaloon stable. “There is no limit to the pricing war so what we offer is the value format for mBazaar that is through deals and combo offers, et al,” explains Rahul Rajamudhiah, Chief-Operations, CorvergeM, adding that going forward, mBazaar would be looking at adding more value adds to customers like offering them insurance, after sales services, et al.” Incidentally, mBazaar stores are located mostly within Big Bazaar outlets. “We wanted to be present in all areas of consumer spending and mobiles comprise a great chunk of spending for households,” explains Mayur Toshniwal, Head-North India Operations for Pantaloon Retail.
But going forward, as the market matures and
consumers demand more, pricing will be a mere facilitator and not a deciding factor when choosing one mobile retail outlet over others. This is where brand recall is expected to play a big role as Ratno Rudra, Director Brand Curry Communications avers, “At present the retailing companies should look at ringing in accessibility and affordability and then look at pumping in resources to build their own brand name in order to get repeat sales.” Small surprise that many retailers in this segment are looking beyond mere number crunching (volumes) and adding more value added services for customers in their kitty. Leading the pack is mBazaar, from Kishore Biyani’s Pantaloon stable. “There is no limit to the pricing war so what we offer is the value format for mBazaar that is through deals and combo offers, et al,” explains Rahul Rajamudhiah, Chief-Operations, CorvergeM, adding that going forward, mBazaar would be looking at adding more value adds to customers like offering them insurance, after sales services, et al.” Incidentally, mBazaar stores are located mostly within Big Bazaar outlets. “We wanted to be present in all areas of consumer spending and mobiles comprise a great chunk of spending for households,” explains Mayur Toshniwal, Head-North India Operations for Pantaloon Retail. 
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