Dilli Haat Transformation

Table of Contents

Overview and Approach

Survey and Visitor data analysis

Diagnostics of the Product

Execute: Implementation Plan for the Transformation of Dilli Haat

Framework for Restoring Dilli Haat’s lost Glory

Phase 1 Phase 2

Improve Product Attractiveness of

Increase Reach & Penetration
Dilli Haat
 Fitment and attractiveness in line with  Product Market Fit across all offerings
Street Markets Globally
 Customer Segmentation and Catchment
 Fix basic Hygiene Factors Analysis

 Transform the Governance Structure and  Branding and Promotion

restructure Policies
 Partnerships with Indian/Global Brands
Significant drop in visitors over time, however, the survey's results
indicate a high customer activity rate and inclination to participate in
all Dilli Haat events.
Visitors to Dilli Haat, FY2004–FY2015 • Lakshadweep & SPORTS,
Food
13.6% Stalls
• Rajasthan & Mr. Momo(Two Stalls
decrease vs. Selling the same food item)
16 16 16 16 FY2004 • 82.7% repeat visitors,
15 15 15
14 14 14 Visitor • ~80% visitors in the working age group,
12 11 Profiles • Distribution of Income ideal for product
placement across various price bands
# in Lakhs

The reason for visit across age groups

Reasons
and type of activity shows a healthy
for Visit distribution for all the activities.

Ambience, Variety of Products and

Top
Food are the top three favorite reasons
Features to visit Dilli Haat
 Dilli Haat will need to fix the basic Hygiene factors along with
parallelly building a brand identity and promotion strategy
Customer Requirements

Priority-1
Hygiene
1 2 3 4 5 Markets on
Maintenance of Misuse of Branded Food Stalls and
Rotation of Artisans Surrounding
Facilities Promotional Stalls Cultural Programs
Pavements

Priority-2
Increase Reach &
Penetration

1 2 3 4 5
Product
Develop and Partnerships with
Attractiveness Know the Customer Build a Brand
Implement a Indian/Global
based on Current /Personification Identity
Marketing Strategy Brands/Artisans
Market Demands
The strategy to Restore and Transform the Dilli Haat Brand will be completed in
two phases. Phase-I will focus on fixing the basics and Phase-II will be focussed on
capturing the market Target Milestone by
6 months

Fix the Foundation Ramp-up Efforts to Capture Market

 Hygiene Factor to be fixed  Regular Quality checks of the facility

 Governance mechanism to be created  Cadence for Committee meetings to
 Policy changes for all activities at the Haat ensure all the basic policies are being
Phase-I  Removing Encroachments around the Haat adhered
 Set up of Mechanism to Track Customer NPS  Regular monitoring of Key Customer and
 Set up Key Customer and Financial KPIs Financial KPIs

 Identify the essence of Dilli Haat. Key differentiators that will  Launch of the revamped Dilli Haat Brand
attract the customers of today
 Target the right customers via. All available
 Customer Segmentation and Personification marketing channels

 Benchmark with Competitors and understand current product  Focus on the authenticity of the products
attractiveness and how they are created by the Artisans
Phase-II
 Build a brand around the Haat  Partnerships with Indian and Global Brands
who make authentic products
 Marketing Strategy for promoting the Haat
 Seasonality based pricing

 Open for School and College Groups