INTERIM

INTERNSHIP
REPORT

ON

S
L

HOPPERS

TOP

IMITED

SUBMITTED TO:
SUBMITTED BY: MS. LAVEENA MEHTA
ANSHIL KAPOOR

CUN120501009
BBA 5-6 (X)

Acknowledgement
The toughest of endeavors in this world is not
possible without the support of a helping hand
which guides and motivates a person to take on
any challenge head on. Inputs from such helping
hand are always like very essential because more
often or not certain mistakes which go unnoticed
from our eyes. We are indebted to our Prof. Pravin
Patil, ICFAI Business School, Pune for giving us such
a nice opportunity to work something related to
practical exposure of retail industry & extending his
untiring guidance to us, by constantly discussing
the project matter and helping us in clarifying our
thinking in several pertinent issues and providing a
meaning full insight into the subject.

Executive Summary
The Indian retail industry is now beginning to evolve in the line
with the transformation that has swept other large economies. It
witnesses tremendous growth with the changing demographics
and an improvement in the quality of life of urban people. The
growing affluence of Indias consuming class, the emergence of
the new breed of entrepreneurs and a flood of imported products
in the food and grocery space, has driven the current retail boom
in the domestic market.
The concept retail which includes the shopkeeper to customer
interaction, has taken many forms and dimensions, from the
traditional retail outlet and street local market shops to upscale
multi brand outlets, especially stores or departmental stores.
Hence, focusing on two aspects of retail marketing i.e. Store
Retailing and Non-store Retailing. Store Retailing as the
departmental store, which is a store or multi brand outlet,

offering an array of products in various categories under one

roof, trying to cater to not one or two but many segments of the
society and Non-store Retailing as the direct selling, direct
marketing, automatic vending.

NTRODUCTION

The foundation of Shoppers' Stop was laid on October 27,

1991 by the K. Raheja group of companies, one of India's
biggest hospitality and real estate players. The Group
crossed yet another milestone with itslifestyle ventureShoppers' Stop.
With its immense expertise in the service industry and
creditability, Shoppers' Stop today boasts of 27 retail
outlets across the country and is planning to spread its
wings with futuristic expansion plans to meet the
challenges of the retail industry. A benchmark for the
Indian retail industry to follow, Shoppers' Stop has
progressed from a single brand shop to a Fashion &
Lifestyle store for the families. Shoppers' Stop is a

household name, known for its superior quality products,

services and above all, a complete shopping experience.
Shoppers' Stop was the first to redefine shopping
experience and creating a niche for itself in the service
industry. As India's first specialty chain with outlets in
Mumbai, Bangalore, Delhi, Hyderabad, Jaipur and
Chennai, Shoppers' Stop offers a complete range of
garments and accessories for the entire family. More than
25,000 customers walk into Shoppers Stop everyday to
feel the experience of shopping.
Andheri was the first store to be opened in India. The
initiative of this store was taken by B.S.Nagesh at a time
when the concept of retail industry was just coming into
the market. As on today, the current investors in
Shoppers Stop are ICICI, IL&FS Investments and Zodiac
clothing. Their combined shareholding in Shoppers Stop is
19% while 79% is held by Raheja Group & balance 2% is
held by its employees.

SHOPPERS STOP LIMITEDis one of the leading retail stores in India.

Shoppers Stop began by operating a chain of department stores under the
name Shoppers Stop in India. Shoppers Stop has 65 stores across 32
cities in India.

Shoppers Stop retails stuff like ladies watches, men's watches, artificial
jewelry, fine jewelry, handbags, fragrances, cosmetics, men's footwear,
women's footwear, home furnishing and decor products.

Shoppers Stop launched its e-store with delivery across major cities in
India in 2008. The website retails all the products available at Shoppers
Stop stores, including apparel, cosmetics and accessories. Shoppers Stop
opened stores in Amritsar, Bhopal and Aurangabad.

Shoppers Stop retails products of domestic and international brands such

as Louis Philippe, Pepe, Arrow, BIBA, Gini & Jony, Carbon, Corelle,
Magppie. Nike , Reebok, LEGO, and Mattel. Shoppers Stop retails
merchandise under its own labels, such as STOP, Kashish, LIFE and
Vettorio Fratini, Elliza Donatein, Acropolis etc. The company also licensees
for Austin Reed (London), an international brand, whos men's and
women's outerwear are retailed in India exclusively through the chain. In
October 2009, Shoppers Stop has bought the license for merchandising
Zoozoo the brand mascot for Vodafone India.

PROMOTERS
K Raheja Corp is a success story spanned across decades and continues
to achieve higher targets relentlessly for quality performance and service
in diverse fields of real realty business, hospitality sector and retailing
outfits.
The group has made an impact on the supply side of the modern day
living. A style that has been the dream of new class of consumers, a style

encompassing the whole range of consumption pattern of the young and

the upcoming consumers that has become synonym with the brand K
Raheja
Corp.
The group has pioneered the trend of setting world class hotels and
convention centers across the country with enhanced facilities to meet
the business and leisure needs of the international and domestic traveler.
The higher standards set by the group in its pursuit to position India on
par with the developed economies of the world and with a vision to be
and remain at the commanding height of Real Estate Business.
VISION
To be a global retailer in India and maintain its No.1 position in
the Indian market in the Department Store category.
Values that help us in achieving our mission and vision:

We will not take what is not ours.

The obligation to dissent (against a viewpoint
that is not acceptable).

We will have an environment conducive to

openness.
We will believe in innovation.
We will have an environment conducive to
development.
We will have the willingness to apologies and
forgive.

We will respect our customers' rights.

We will create an environment of trust.
We shall be fair.
We will be socially responsible.

Introduction to the particular firm/division where

internship is being undertaken

Shoppers Stop, premier fashion and lifestyle destination, opened its first
store offering over 200 brands under one roof in delhi in Rajouri garden ,
Newdelhi.
The new store was inaugurated by actor Ira Dubey and Govind
Shrikhande, Customer Care Associate and Managing Director, Shoppers
Stop Limited.
The store marks Shoppers Stop's 56 store in the country offering options
in fashion apparel, cosmetics, accessories, kids range, fine and fashion
jewellery, home decor and much more. This new store of Shoppers Stop
brings to Chandigarh an unprecedented bridge-to-luxury shopping
experience spread over 52,000 sq. ft. across three distinct levels.
Home Stop, C.K. Nair, Customer Care Associate &COO, Home
Division, Shoppers Stop Limited,said, "Home Stop is the ideal one-stop
shop for any and every requirement for one's home. Reputed brands are
available across every category to ensure that each customer's living
space is luxurious, elegant and a reflection of their style statement."

Type of internship, job required, stipend or

incentive offered.

My job in Shoppersstop is a Fashion associate (F.A.) . At this post I am

required to make direct interaction with the customer and help the
customer to find out what the customer really want and their needs and
we should be specific about that and we came to know about their
requirement by Probing with them and according to their need we show
them their desired products and once the customer is satisfied with the
product we will try to make Cross selling and Up selling. Example .
After 12 months on job training on floor as a Fashion Associated we are
eligible for appearing Baby Kangaroo assessment and if we clear this
assessment we are promoted as a department manager in Shoppersstop.

Stipend:- As management earlier told us that we are getting INR 12000

per month excluding P.F., Medical & Pension and above that if we are
successful in completing our target given by the Shoppersstop we are
rewarded with incentive which is according to the percentage of
complication of given target.

Main Competitors & brief Competition Analysis

In India, as we analyzed we find only few competitors for Shoppers Stop & those
are mainly Foreign players and also Individual stores. The name of Few
competitors is given below: Lifestyle: -It is a Indian fashion retailer chain promoted by the Landmark
Group. It started in the year 1999 with its first store in located in Chennai. It
has rapidly grown to a major retail store in India. Lifestyle Stores is
headquartered at Bangalore, Karnataka. It now operates in 26 major cities of
India with more than 41 stores
Globus:-Globus is a retail clothing store chain, based
in Mumbai, India. Its part of the Rajan Raheja Group. As of
April 2012, the chain has 35 locations in 22 cities in
India.Globus was founded in January 1998. Its first location
(at 35,000 square foot store) opened in Indore in June 1999,
followed by two locations in Chennai. Its Mumbai flagship
location opened in November 2001. By May 2008 the chain
had expanded to 24 stores, and started a push to greatly
expand the number of locations. The chain has previously
announced bold plans to expand to a much larger number of
stores, such as 150
Central:- Central has outlets in Ahmadabad, Bangalore, Cochin, Hyderabad,
Pune, Mumbai, Navi Mumbai, Vadodara, Gurgaon, Indore, Nagpur, Patna,
Jaipur, Surat, Visakhapatnam . It has a clothes and food chain with 3
Amigos, Slambay, Baskin Robbins among many others and has three main
restaurants like Bombay Blues and Copper Chimney. Bangalore Central is
a shopping mall, situated in Bangalore, India.

Pantaloons:- Pantaloons Fashion & Retail Limited is an Indian premium

clothing retail chain. The first Pantaloons store was launched in

Gariahat, Kolkata in 1997. As of November 2013, there are 76 Pantaloons

stores in 44 cities. Pantaloons was previously controlled by the Future
Group, but has now been taken over by Aditya Birla Nuvo Limited
(ABNL). According to the Brand Trust Report 2014, a study conducted by
Trust Research Advisory, Pantaloons featured among 100 most trusted
brands in India
Westside: - Trent is the retail arm of the Tata group. Started in 1998, Trent
operates Westside, one of the many growing retail chains in India based
in Mumbai, Maharashtra and Landmark, a bookstore chain with Brick and
mortar stores in various locations of India.

No. of employees: managerial, supervisory and skilled

ORGANISATION
LOCATION -

SHOPPERS STOP Ltd.

RAJOURI GARDEN , NEW DELHI.

TOTAL NO. OF EMPLOYEES -

250

AT MANAGERIAL LEVEL -

FRONT END -25

BACK END

--------50

SEMI SKILLED - CCA- 200 IN TOTAL

-25

Project Decided And Undertaken,

Objectives And Research Design.

Brief

Project decided by chitkara university to give better output employees to

shoppers stop limited so that they can boost up their sales with skilled
staff members who can target customers need and provide them with
better services and full fill their needs to get better customer satisfaction.

Their objective is to enroll all the skilled employees as a department

head so that they can motivate and explain their sub ordinates how to
work better and achieve customer satisfaction by completing the daily
objective to fulfill organizational goal.

We will be working as a fashion associate for 12months on floor after

that we can appear for B.K. test to get to the post of department head in
shoppers stop limited.

We will going to research on the problem area to make it possible 100%

conversion ratio.

To check our performance that we are meeting organizational objective

there they had a score card which tell you about your performance and
your over all objective archived .

Sample and survey design for the project

Details Of Actual Work Undertaken

Till Date And Timeline.
1. Sales which were in degrowth when I have joined i.e. 40-50%
achievement and degrowth of near about 30 -40 %
compared to last year
Those sales are now at hikes now our department is
achieving more than 130% and we are on10% growth as
compared to last year, all this is achieved in just 3-4 months.
2. Conversion ratio of the normal sale associate is 3-4 out of 10
We fashion associates are taking it as our opportunity and
giving 80% of conversion ratio we used to convert 8
customers out of every 10 we attend.
3. I have analyzed all the problem area which yet to be
improved for that I am doing new innovation to promote my
team
4. Now my department manager made me a team leader to
lead my team of home section covering 20 sale associate
and by giving a positive response we as a team surpass our
target and till date our achievement is more than kids
section which always used to be on the top

FINANCIAL STATEMENT ANALYSIS OF THE

COMPANY

The Raheja-owned Shoppers Stop posted posted 2.8 times growth in its profit
after tax in December quarter of financial year 2015 at Rs 14 crore as compared
to Rs 5 crore in the corresponding quarter of previous financial year.
The company's turnover grew 10 per cent during Q3 of FY15 at Rs 1,214.80
crore as compared to Rs 1,107.26 crore during the corresponding quarter of
previous financial year.
Shoppers Stop department stores recorded 0.8 per cent like to like growth in Q3
of FY15. Like to like growth means growth coming from existing stores which are
in the operations for a year or more.
"Huge adverising by e-commerce firms was a element of disruption," said
Govind Shrikhande, MD of Shoppers Stop.
Shoppers Stop's subsidiary Hypercity achieved break even at the net level due
to sale of properties it owned. The company posted a net profit of Rs 5 lakh in
Q3 of FY 2015 as compared to Rs 25 crore of net loss in the corresponding
quarter of previous financial year.
Hypercity posted 6.5% growth during Q3 of FY 2015.

Strategies (Marketing, Financial &

HR) Adopted
Because customers come first at Shoppers Stop, every employee
is a Customer Care Associate, right from the Vice Chairman to the
floor staff. Associates start each day with the anthem 'Had Se
Aage' written by Gulzaar Sahab, sung by Sonu Nigam and
composed by Ram Sampat. To keep such highly-involved
workforce engaged and motivated, Shoppers Stop has introduced
many people initiatives.
Parichay The Induction: This is an induction programme that
comprises of classroom training, job training and also introduces
the family of the associates to the organisation.
Learning and Development Centre The Learning and
Development Centre is responsible for supporting associates in
their development needs as well as providing the organisation
with people talent for various initiatives.
Jo Jeeta Wohi Sikandar Recognises and lauds performances of
associates who have gone beyond the call of their duty.
The Baby Kangaroo Programme Recognising High Potential, this
is the first program in the retail sector which offers a structured

growth path to associates. The programme has won many

accolades in the industry and one of them is the prestigious
DMA Erehwon Award for Innovative HR Initiatives.
Measurement of Associate Satisfaction We actively measure
associates satisfaction by conducting an annual online survey to
determine the Associate Satisfaction Index (ASI). All associates
participate, across levels, making this an important tool for
continuous improvement.

FUTURE PLANS OF THE COMPANY &

ROAD MAP
Buoyed by rapid growth in the retail industry, K Raheja Group-owned Shoppers
Stop plans to open 24 stores in the country by FY15, a senior company official
said.
"We plan to open 24 new stores in the next three years. To start with, we would
be opening 8-9 Shoppers Stop stores in the current fiscal," Group Chief Financial
Officer CB Navalkar told PTI here.
Presently, the company has 68 stores across the country, with a total retail
space of about 4.3 million square feet.
"The retail industry is growing by around 30-35% every year. We estimate that
by FY15, we will have 78 stores operational with a total retail space of 6.8

million square feet. Apart from expanding in metros, we will also enter Tier-II
cities," he said.
Apart from the Shoppers Stop departmental stores, the company has five
speciality retail formats like Home Stop (home furnishing), Mothercare (baby
care), Crosswords(books & music), Estee Lauder (cosmetics) and Mac
(cosmetics).
The company is also present in the hypermarket space at nine locations across
the country through its 51% subsidiary-Hypercity (food, grocery and general
merchandise).