Interview with Jay Prakash Shukla

Jay Prakash Shukla
Jay Prakash Shukla
CEO & Co-Founder
1-India Family Mart
1-India Family Mart

How big is the design team at NRPL?

We have a team of 50 in designing and merchandising. It helps us maintain the latest trends and fashion across all the doors. We go through rigorous research and sourcing across the country and abroad.

Which product categories are faring well than the rest at your stores?

It varies from region to region. In Uttar Pradesh and Bihar, where male buyers frequently visit the stores, our ground floor caters to them with men's apparel, whereas in places such as Assam and Manipur, we would be doing exactly the opposite and providing more options for female apparels. Hence, it depends on various factors like population, per capita income and sex ratio, taking into consideration consumer interest in the product verticals. However, looking at the overall data, menswear segment generates the most revenue followed by womenswear.

What are the plans after the recently received investment at NRPL?

In 2019, we are looking to touch a net revenue of ₹750 crore. In 2020, we are looking at ₹1,000 crore topline. We are looking at doing it by organic and inorganic store expansions. We are open to some strategic acquisition, given the right opportunity in market. We are looking to make the right investments and additions to add value to the overall chain.

Please share details of your retail presence. Where are you planning to expand this year?

We have 59 stores across north and east India at present. The Northeast cities are also on our radar for non-apparel items, with plans to set up to nine or ten stores in Assam's capital Guwahati. The company hopes to increase its store count by at least 50 per cent by the end of the current financial year. We are all set to reach 80 stores by the third quarter of this financial year. In the last quarter, we will come up with another 10 stores.

Where do you source garments, footwear, and home linens from?

We don't have any private label brands but we are sourcing from companies that manufacture for bigger brands. We focus more on quality, comfort and bringing fresh affordable fashion to our consumers.

What kind of marketing and branding strategies do you rely on to reach your target audience?

We rely on both print media and digital marketing. We are also trying to develop an acute loyalty scheme for key customers. We have started to keep a track of the customer buying behaviour and keep a record of it. And then we plan our promos accordingly.

What are the top three human resource (HR) practices followed at NRPL?

NRPL is an employee-centric company at its heart with all HR policies revolving around the 'employee first' approach. We believe that our employees are our first set of brand ambassadors. Hence, keeping our employees and teams happy at work in every aspect is our priority. Apart from this, we have quarterly programmes organised for our employees and a strong rewards and recognition programme for all our employees. (HO)
Published on: 18/07/2018

DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.

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