Theatre Alive!

In Bangalore, the name 'Ranga Shankara' is synonymous with theatre and the performing arts. The most affordable theatre space in India today, Ranga Shankara is dedicated to showcasing theatrical performances from India and abroad, to producing and commissioning new and innovative theatre forms and productions, and facilitating outreach programmes to build audiences for theatre and to impart theatre skills. So when they asked us to work on their 2010 theatre festival, we were really excited. The festival starts on the 22nd of October and ends on the 1st of November. This year, the theme is 'Folk and Classical Theatre' with the tag line 'Theatre alive!'. 

 

Arundhati Nag, renowned theatre personality and National award winner and also one of the people that heads Ranga Shankara, asked us to create something memorable and unforgettable for this year's theatre festival. So, under Sonia's guidance, and with help from the Ranga Shankara team, the team at Idiom created some unforgettable characters for each form of theatre that will be featured in this year's theatre festival. 

The Press conference announcing the Theatre festival was held on the 7th of October. Everyone loved our beloved characters. We were told that nearly every one wanted to take photographs with them. The following day, we brought the characters back home to Idiom, to shoot a few commercials and the masks had the same effect. Everyone in the office was busy taking photographs with these masks.

We kick off our events on the 12th of September and we're also planning to have a banner painting event in Cubbon park, Bangalore on the 16th. We're looking forward to this Theatre festival as this was one of the most fun projects that we have ever worked on. So, we hope to see you at Ranga Shankara between the 22nd and the 1st. Keep  watching this space for more on the Theatre festival and there will be an article soon on the different Characters that we have created. Lets all make a joint effort and help Ranga Shankara and Idiom bring Theatre Alive!


-Posted By Rahul

The EPIC journey

 
January 2010: I got an invitation to be on the program committee of an ethnographic conference, EPIC 2010. Which is a professional community conference, it is not a for-profit conference but instead is organized by the community for the community. My role was to select, coach and help organize the workshop session, along with a partner.

While I didn¹t know how much work this would be (not complaining - loved all the learning that came with the work), my reasons for accepting were A. That I firmly believe that the basis of all design in an ethnically diverse nation like India has to be deep seated, almost intuitive cultural triggers.

And yet, we operate on too many assumptions about our target audience/user/consumer. We generalize and don¹t get under the surface enough. So it¹s a great idea to have a dialogue about newer ways of getting under the skin of the end user. Ethnography is at a nascent stage of development in India but it¹s the only way forward B. A great, global and diverse group: practitioners, clients and academicians on the same platform C. Japan. Yes Japan, where they have taken inspiration from many lands and cultures, complicated schools of thought and culled the essence, reduced it to a spiritual simplicity. D. Kenya Hara. The final clincher. The art director of Muji, the no-brand brand. Design bliss - and if I believed in the idea of role models, he would definitely be one.

[Ethnography is Participative observation or the intimate study of human society. To investigate how people do things and discover what¹s missing in their lives. To then dream up products and services. To use concepts that avoid casual explanations and prefer symbolic interactions. Criminology, economics, social work, psychologyŠhave employed ethnography. Now, design does too].

 Epic theme: The theme of this year's Epic was DO (Japanese). Do captures the sense of individual mastery that is achieved only with the help of a community and its rich heritage. DO implies a body of knowledge and tradition with an ethic and an aesthetic. DO is the "path" we have travelled and also the way ahead of us. EPIC 2010 featured a wide range of ethnographic applications in industry, different "ways" forward.
Ethnographic praxis in industry is global in scope, but adapted to different geographies (Asia, Latin America, Middle East, Europe, North America), different contexts (academia, business, NGOs, government), different industries (technology, healthcare, consumer goods, advertising) and different purposes (product innovation, strategy, interorganizational collaboration, communications, policy making). The conference had 20 PAPER PRESENTATIONS, 12 WORKSHOPS, 17 ARTIFACT PRESENTATIONS, 7 PECHA KUCHA SESSIONS, 7 MASTER TOURS.

Some of the ideas that stayed with me were * hyperskilling, actively coordinating inputs from multiple disciplines in an attempt at effective collaboration. * Video as a powerful tool to bring alive the end user, especially user made videos. * Of seeking collaboration to understand new cultures and people * Of finding ever new ways of getting into the heads of the individual, especially in the age of the internet, where all you interact with is an identity. * Living Avatar Networks, where someone else lives an experience for you * Tools that need to be designed to continuously track user understanding * the role of ethnography in designing public
services *  


In the Pecha Kucha sessions, A young designer shared her journey through ethnography, another team looked at how we can build on traditions, yet another showed images that each tell a story. A designer sketched over the
18 minute walk from his home to his studio. Microsoft Research captured the digital photo studio in India. Then there were skeumorphs (features of tech products that have lost their original function but have been retained
nevertheless) and spandrels (features that have been retained because they have taken on a new function).

Do check out the concepts of cosplay and Meido Café, where the real and the created (anime) collide in new ways.

TOKYO: The Japanese I met were warm and sincere, albeit a little reserved, which is not a bad thing really. The Tokyo Midtown center and it¹s conference facility where Epic 2010 was hosted, was something else really.
Perfect doesn¹t even begin to describe the conference facility, where the light, sound and space made it seem like a one on one conversation ­ all sensory barriers that technology imposes, were nonexistent. And while yes, the materials used for the Mid Town center itself are ordinary, just glass with clean straight lines, the effect is touching. Nature ­ light, water, pebbles, sunshine are the elements that these otherwise overpowering materials framed. And typically, even with buildings that are many floors high, the scale is human, the journey from the road to within is seamless.
Spaces are tight and yet beautiful. It's Blade Runner photoshopped, vacuumed and depeopled! Besides design stores, hotels, shopping and dining facilities, TMC has a Design Hub with JIDPO, JAGDA.

Omote Sando is a vision: a place where both the people and the stores have been photoshopped just yesterday. I felt like the only thing real there!
Cutting edge brands and cutting edge style. Understated statements brand etherealism, if such a term can exist.

People I met and who are now my friends and Idiom friends are Hiroshi from Hakuhodo, Fumiko ­ a lovely and energetic person, Mizuki who showed me Don Quixote, Luis (of insitum) who invited me in the first place and Roberto and his warm and beautiful wife, Elizabeth and little Olivia, John (my workshop¹s partner) and his wife Rebecca. Nimmi, how can anyone not mention her ­ who presented her piece on digital photo stuidios in India like a bharatnatyam dancerŠcompletely unforgettable. Then, of course, The taxi driver, who told me about the sad state of the economy ­ the unions, the pay cuts, the long working hours, the insecurity and wedding expenses.

My last impression was the sharp, simple and beautiful black cone of Mt Fuji, surrounded by a ring of clouds - perfect!




Posted by Sonia




You can check out the EPIC website here

Introducing SPREAD

Conception:

 IDIOM is humbly today India’s largest multidisciplinary design firm in the country, In the last few years design professionals at IDIOM Design and Consulting, Bangalore have been using design thinking as a key strategic tool to help in the disproportionate growth of some of the most desired business houses in India. At Idiom we believe that this process could be used to create the same results of inclusive growth for the nation and beyond. Idiom has, in a short span of time, moved from the business of design to the design of business. Creating ideas for India that are taken from mind to market with skill, speed and imagination. Idiom is ‘more’ than a design firm. Design education does not address this need that we see in the market.
SPREAD was hence born as the design outreach program of IDIOM. Since its induction three years ago SPREAD has successfully worked with various institutions and business houses conducting workshops, seminar programs and lectures to make design a weapon to transform and grow our economy and to better plan our lives and environment.  Spread makes design thinking, tools and processes accessible to design and business students, practitioners and even school children.

Need:

As India strives to be the epicenter of the new creative economy. We at SPREAD realize two immediate challenges the nation faces for the desired growth.
India has a severe shortage of Design professionals when compared to countries like the USA or Japan and our education system has been structured to nurture production economy rather than creative economy.
Our aim at SPREAD is to create future thought leaders whose designs would tangibly transform businesses and life. We at SPREAD aim to ignite this thinking process to a wide range of audience from corporate / entrepreneurs / business houses / governance to school children to youth in colleges practicing different streams of specialization Young. We aim to make India’s creative future ready.
What we offer:
 Design education (Design thinking and Design doing):
Design as we see it, has two parts to it-process and skill. The process can be easily taught and applied to a wide variety of problem solving exercise. The process or design thinking as it is better known today is a way of seeing , observing , questioning and foreseeing a problem / demand to get a holistic solution.
Spread also plans to impart soft skill courses for the non designers.

Design research and consulting:

The design and ethnography researchers at SPREAD are constantly caning the market and society for viable insights and ideas that could lead to a sustainable growth opportunity.
Journey so far:
 In acknowledgement to our work in India, team from Idiom was invited to Parsons and Stanford D School in New York in the month of March this year to better understand the true potential of economic growth in India with design as the key driver. The visit resulted in  NODES (A network for design education) was set up as a platform to promote Design and Design thinking, collaboration between SPREAD (Idiom) and Design Knowledge Network (Parsons).   

Next step:

 NODES (Spread/ Idiom and Design knowledge network / Parsons new school of design, NY) will be jointly conducting the first series of workshops from 3rd to 10th of June 2010. Dr. Carlos Teixeira from Parsons will be leading this workshop.


  
Moving forward:

Design is not for the elite; it is for all and can be practiced by all for a truly conscious growth. Hence we must SPREAD Design.
We will be targeting education, consulting services and vocational training for schooling and graduate students, non designers, corporate, social entrepreneurs, governance, small and MSES.
We will also be looking to attract like-minded people, passionate about inclusive and conscious growth as partners and research sponsors on the NODES platform.

Key People:

Carlos Teixeira, Ph.D.

 Carlos Teixeira is an Assistant Professor and Director of Academic Affairs at the School of Design Strategies, at Parsons The New School for Design. He has a PhD in Design from the Institute of Design, Illinois Institute of Technology, USA. His teaching centers on the application of design practices for innovation. He also leads a research lab on Design Knowledge Networks. As a practitioner, he has professional experience as a communication designer and strategic design consultant in the United States and Brazil.

Sonia Manchanda

Sonia is Founder and Principal Designer at Idiom Design and Consulting. She believes that design is and can be a potent tool for creating and recreating the world we live in and design is as much relevant to life, as it is to business. She has led teams and worked on large scale projects that are cultural in nature, created public movements, working with city stakeholders, created the thinking, culture and visual identities for some of India's largest and most recognizable retail brands, besides some truly Indian and successful corporate brands. Spread is an initiative that she launched along with Idiom cofounders, to find innovative ways to spread design as a way of thinking and doing things. She is a product of the premium school of design ,  National institute of Design , Ahmadabad and is in the program committee of EPIC an ethnographic conference to be held at Japan.

Nimesh Pilla

Nimesh Pilla is the Leader Learning at SPREAD Design and a consultant on design strategies to Idiom Design and consulting, Bangalore. He has masters in Design strategies from Politechnico Di Milano , Milan and specializes in design innovation and management linked to new product service systems. He is a visiting faculty to School of Planning and Architecture, New Delhi where he had done his graduation as an architect. He has worked as an architect and design strategist in India and Italy.

India discovers a new TREASURE at Treasure Island

Two weeks after the pilot-launch (March 26, 2010), Treasure Showcase at Treasure Island mall, Indore was opened to the public on Sunday, April 11, 2010. The launch was a grand event.

Treasure Showcase is a new and unique concept in modern retail and introduces about 60 brands into mall retail across apparel, accessories, footwear, cosmetics and home, creating an inclusive modern retail environment and a platform for local/regional manufacturers to take their products, brands and ambitions national. Based on a unique partnership model and a NO RENT initiative, Treasure Showcase aims to create the next generation of brands for a whole new generation of consumers. Idiom had earlier conceptualized and designed the NO RENT initiative in July 2009 and a series of road show events that followed, to launch the idea of Treasure Showcase and invite prospective brand partners.

The prototype store was launched by Mrs. Malaika Arora Khan, the face and brand ambassador of Treasure Showcase in a grand premier launch called FIRST DAY FIRST SHOW. The launch included a high decibel media campaign in all mainline English and Hindi dailies of Indore and supported a very unique and innovative on-ground activation promotion where walk-ins are induced to not only shop then and there but schemes that promote repeat visits and repeat purchases were created. The grand bumper prize will see one lucky shopper walk away with home appliances worth 2 lakhs on June 30, 2010, while other lucky winners will receive gifts ranging from cash vouchers worth Rs. 50,000 to gift coupons and more.

Treasure Showcase Indore is the prototype for what creates ‘RETAILOCRACY’ - an inclusive modern retail environment and a level playing field between what is considered traditional retail and what is construed as modern retail. Expand the market for modern retail, by promoting consumption and innovating retail thus enabling emerging and aspiring manufacturers and brands to enter malls.

Indore will soon be followed by Nanded, Ujjain, Lucknow, Agra, Amaravati, Bangalore, Bareilly, Bhilai, Chennai, Hyderabad, Jabalpur, Kolkata, Mumbai, Mohali, Pune, Raipur, Thiruvanathapuram, Udaipur and Vadodara in the months that follow to set up 20 Treasure Showcases by 2011, across the emerging towns and cities of India – the REAL INDIA.

The initial response to Treasure Showcase has been encouraging and positive. Change is here to stay. Indore can now look forward to a whole new shopping experience at Treasure Showcase and exciting promotions over the coming weeks.

Posted By Sumeet

Wellness turns over a new leaf

On Sunday, March 21, 2010, Kochi woke up to two exiting pieces of news.  As the newest entrant to the IPL bandwagon. And as home to the newest and most comprehensive wellness experience that Kerala has ever seen.

Ela – The World Spa was officially inaugurated yesterday by Union Minister of State for External Affairs, Dr. Shashi Tharoor.

Air Travel Enterprises, better known as the ATE Group, is one of Kerala’s most reputed and well established companies to have redefined travel and hospitality to create a total services sector.

The company saw an opportunity in setting up a world class spa and salon, offering the best wellness experience possible. The location was Kochi – the melting pot of cultures and home to travelers of yore, from far and wide. The Greeks, Romans, Jews, Chinese, Portuguese, Dutch, British – they’ve all come here at some point and left a distinct mark on the Kochi we know today. Today, the city is home to an amalgamation of the five senses. And brings with it wellness forms from across the world. From Europe to the Far East; India and the Middle East.

Ela brings alive the magical lightness of being. As if we could trade places with the fresh green leaf that flirts with the breeze, embraces sunlight, drenches itself in rain and plays with dew. A complete experience of the five senses, that transforms you into a lighter, fresher, more relaxed individual.  An island of tranquility in the hustle bustle of a mall.  Ela offers world spa experiences from Sweden to Thailand and Bali along with Ayurveda and Hammam. To complete the experience is a salon, gym, café and retail, all housed within a 4000 sq.ft. space on the fourth floor of Oberon Mall, Kochi.

Walk into Ela and you are instantly taken over by the freshness of nature. A water screen welcomes you. Explore the fluid pathway that leads you in, from the salon to the Hamman to the gym. The café overlooks the city of Kochi, while the Ayurveda and World therapy rooms transport you into another world of calm.

Ela has seen an encouraging response from visitors to the mall, since its soft launch in January 2010. The Group hopes to take this further to truly create a world class spa experience for Kochi, and other city that would follow.


Posted by Sumeet

Celebrating the end of Recession

2010 began on a good note for many. Milestones and events have already made 2010 a memorable year. Apple launched its new product the I-pad, we witnessed the longest ever annular solar eclipse of the 3rd millennium and most importantly, the long painful economic recession that started in 2007, finally came to an end. Companies across the globe have started hiring again, people are making more money and everyone is happy that the global economy appears to be stabilizing once again

We at Idiom know that all work and no fun make jack a dull boy. We believe in keeping our employees happy. Idiom wanted to celebrate the end of the recession, so what better way to do that than to have a PARTY!!! So, on the 6th of February, We had a party to celebrate the end of a long and painful economic recession. Since we have a huge Backyard, we decided to have the party there. It was a fun Saturday evening and we partied late into the night (12 am, late, considering the 11.30 pm deadline in Bangalore). The party was called the ‘End of Recession’ party. We had Biryani, Beer and killer music. We danced, drank, ate and had a great time. The party was a great team-building activity. Everyone came and some even brought guests along. It was a great platform for people to get to know each other. The End of recession was great, the party was even better.

Great venue + People with a buzz + Booze + Biriyani + Music = Refreshed Idiom + Well begun 2010

Posted by Rahul

Designing Engineering Excellence

The TVS exhibit at the Delhi 2010 auto expo

An Indian trade show dedicated to showcasing automotive excellence

The 10th auto expo held in New Delhi between Jan 5th – 11th, 2010 was a grand success. There were over 150,000 business visitors, 2000 odd participants and over a million visitors. The crowd consisted of overseas buyer delegations, International Business Visitors, Dealers Delegation, Government Officials, Senior Executives of PSUs, Garage & Workshop Owners, CEOs / Decision Makers, Division Heads, Managers / Department Heads, Engineers, Consultants, Technicians, Mechanics, Drivers, Delegation from State Transport Companies, Delegations from Technical Institutions and General Visitors. The expo was spread across 70,000 square ft at the Pragati Maidan in New Delhi. It witnessed the largest ever overseas participation with contingents from Britain, Canada, China, France, Germany, Italy, Japan, Spain and Taiwan. There were 72 vehicle launches at the expo, 10 of them being Global launches. Many participants launched vehicles with the aim of tapping into Indian market, as we have the 2nd largest two-wheeler consumer market in the world.

TVS Motors rocks the Expo:

  

  One of the front runners in the Indian two-wheeler market, TVS motors, had an excellent expo. TVS showcased its range of existing production models along with those that run on alternative energy sources and an ATV concept vehicle called the Hammerhead. TVS had one of the best exhibits at the expo. The swanky exhibit area was conceptualized and built by Idiom Design and Consulting, Bangalore. The TVS exhibit area was one of the trendiest and most modern looking exhibit areas at the Delhi auto expo.

The Engineering Ripple:

    The design objective that Idiom had been given by TVS was- ‘Real products for Real people’. Keeping this in mind, Idiom came up with a design concept called ‘Engineering Ripple’. As TVS is moving forward with Technology, Idiom felt that they needed a modern design that was interactive and also showed the people how TVS has evolved over the years.

     

  The exhibit area was designed in such a way that people could have interactive opportunities with the working of these machines. So, in addition to displaying the vehicles, Idiom also embedded working automotive parts (like the disk brake system, fuel intake design and 2-wheeler engines) into the display. There was a history and technology timeline display depicting the evolution of TVS through the years. There was also a visual suspended meeting room overlooking the exhibition space. The Wheels unplugged review says “The display at TVS Motor Company stall demonstrates the company’s unwavering pursuit for green technologies to create pragmatic innovations that benefit the lives of people. “

The 2010 TVS motors line-up:

The TVS section at the expo was well received by many. Anand, an Engineer with a reputed auto-manufacturer said “ABS in two wheelers is a boon to riders. Ok! No stunts! But safety improves. Hope Bajaj and Hero Honda soon catch up. ABS will be really useful in places like Kerala where you have rains for 3-4 months continuously”. They also introduced their new babies, the 110cc Jive and the Wego scooter. The focus of TVS for the year 2010 would be on these two models. There were many more TVS displays like the new ABS (anti-lock braking system) kitted Apache RTR 180, the Scooty Streak hybrid (petrol + battery operated) and the delicious Hammerhead (a 4-wheeled quad concept vehicle).

The hottest new scooter to hit Indian roads: the Wego

   Over the last couple of years, Idiom has been working with TVS with the Branding of its newly launched scooter, the TVS Wego. The Wego comes with a 110 cc engine that delivers a peak power of 8 BHP @ 7500rpm. TVS has made use of vehicle simulation models, computational fluid dynamics and frequency response analysis techniques to ensure smooth and noise-free engine and best-in-class ride comfort and handling. The all aluminum low-friction engine ensures best-in-class mileage. Multi-reflector halogen headlamps and LED tail lamp with optical guides give the scooter dynamic styling better described as urban dynamism.

  One of the unique features of TVS Wego is its Body Balance Technology that enables lower steering effort, better control and maneuverability through optimum vehicle mass and mass distribution, making it the best scooter to handle in city traffic conditions. With the launch of TVS Wego, TVS Motor becomes the only company with the widest range of scooters in the market starting from the entry-level Scooty Teenz, Scooty Teenz Electric to the iconic Scooty Pep+, the snazzy Scooty Streak and now the TVS Wego. With Idiom’s help, TVS has launched another sure winner.

 

Post Expo:

 The space was designed in such a way that no particular display stole the show and all the displays were given equal visibility. TVS lived up to people’s expectations. They had a world-class exhibition area to showcase their work. TVS motors seems to be adopting greener technologies to the maximum extent possible while not deviating off from biker’s interests. No wonder the TVS stall at the expo received many visitors and was a big hit. Idiom gave TVS what they asked for- a design showcasing real products for real people.

Posted by Rahul

Bridging The Gap Between Bazaars and Supermarkets

The Big Bazaar Family Center, Malleshwaram

An Introduction to Big Bazaar:

    The concept of shopping at a supermarket is relatively new in India. Until a few years back, there weren't any Supermarket Chains in the country. So, when the Future group brought forth the concept of Big Bazaar, they took India by storm. Big Bazaar is now a chain of hypermarkets with more than 100 stores across India. It is a subsidiary of the Future group. It is a unique hybrid, modeled by combining the conventional international supermarket with the traditional Indian bazaar concept. It is the Brainchild of  Idiom Design and Consulting and the Future Group . Idiom has been involved with the Future group in the conceptualization of Big Bazaar right from its inception. As you know, the Big bazaar franchise has been tremendously successful. Big Bazaar has brought the concept of 'Hypermarket' stores to India. Right from the concept, to the design of this project, both parties have worked collaboratively to create something new and unique to the other Big Bazaar Centers.

The Family Center Concept:

 The core thought was to create a Big Bazaar that plays a much larger role in people's lives, more than just transactional shopping. It should be a 'must-visit' destination for a larger group of people. The rationale was to create a destination that celebrates togetherness and joy while offering the virtues of saving thereby maximizing the value of every Rupee/ moment spent here. To make the place a pivotal point for the Indian family, more ' Theatre/ Discovery' was added so that families felt the need to spend more time here and enjoy every moment that they spend at the BBFC. The idea was to create a shopping experience that was interactive with the customer, a 'Destination Store' , a place where people could go not only to shop, but also to spend their entire day there.

Designing for the local community:

  The aim was to design a space that the people of the community could connect to. Our market research showed that Malleshwaram was predominantly a Family community. The people living in this area are very conservative and traditional. All these elements had to be taken into consideration while the design was being planned. Therefore, the space and graphic designs were all themed around this concept.

   Live sections, rice and banana mandis, sampling and tasting, fresh flowers, lots of areas to snack, recreational areas (Ice-hockey, foos-ball and pool tables), a salon for men and women etc were all embedded into the design. There are demo zones called the 'Try- Me' zones where the customer can sample sweets, papads etc which are heated or cooked right in front of them. There is a grinding area where you can get your rice or wheat ground immediately after purchase, free of cost. There is also a customer advisory board consisting of a few eminent customers from the Malleshwaram locality, so they could connect with Big Bazaar directly. Our market research revealed that Malleshwaram consisted of various communities and each with different food habits. To strike a connection with these communities and to give a taste of modern retail, it was imperative to include something for every community (ex: a pudi and powder section for the Tamil, Telugu and Kannada communities). Since it is a family center, there was something included for every member of the family. All age groups were also taken into consideration. There is a cafe, a recreational area and loads of food stalls where the youth can relax and spend their time. There are also benches on all floors so that the tired and the elderly can rest when they feel like sitting down.

Navigation was made easy by placing signage at every strategic point and displaying what each section housed with descriptive text and images. People seemed happy that their shopping experience was made easier (by housing various products under one roof). They were happy that now they could get whatever they wanted, from flowers to jeans, from pastas to murukkus, all under one roof. The concept of a family center was well appreciated by the customers. The Family Center houses a lot of ethnic merchandise to cater to the needs of the community.

 Our team took into consideration and included the following features into our design:

Designing the Space:

•  Facade: A landmark space, a grand entrance, with temple like cues that make the store visible and prominent from a distance
• Stambha: A large structure which becomes the signature element of every Family Center
• Ample aisle space
• Seating arrangements for the elderly
• Big lifts to accommodate a larger number of people
• Partnering with local vendors (ex: Bhagyalaxmi Gulkand, Gayathri Coffee etc) to bring the local flavor of the catchment
• Separate floors for men, women and children fashion, giving more space to show case the depth and width of the products
• Since the catchment houses a more conservative section of society, and keeping the idea of making the BBFC a landmark, community center, we tried to embed Templesque designs 

 Designing the Graphics:

• The theme 'Family spirit' was reflected by the graphics on the facade and the internal communication
• The communication and visual vocabulary captured the heterogeneity from community to locality to celebration, gifting, saving, merchandise etc
• Bold and bright colors that serve the purpose of clear visibility and easy navigation for customers around the store

Value Shopping for Local Communities:

 The Family Center houses loads of products and brands, all under one roof. These products are very aptly prices. For instance, a customer can choose from close to 50 varieties of rice, neatly arranged and packaged, and end up paying less than what they would pay outside. The 'Local connect factor' was well received by everyone. For example. the banana mandi stall is actually run by a local vendor who is well known in Malleshwaram. He sells his fruits for Rs. 4 lesser than what he sells at his stall. Shoppers can avail of a number of discounts and offers that Big Bazaar has to offer. For example, the 'BUY 2, get 1 FREE' concept is applied to many products. The Family center is the ultimate shopping destination for those who believe in Value Shopping.

The Launch:

The Big Bazaar family center in Malleshwaram, Bangalore was launched on the 6th of February, 2010. The launch was a grand event. The launch started out with performances by folk artists and a Dollu Kunitha performance followed by the customary 'Cutting of the ribbon' and a traditional pooja to bless the new family center. There were folk dancers, performers, caricature artists, musicians, a DJ and loads of fun activities for the customers. Popular Kannada movie star, Mr. Ramesh Aravind visited the family center later in the evening to have and interactive session with the customers.

  The launch was a big success and the BBFC was flooded with people from all over, most of whom were excited that Malleshwaram now housed a Big Bazaar. Our design was unique and different from all the other existing Big Bazaars. Our intention was to merge Big Bazaar with the community. We wanted to transform shopping from just being an errand into becoming an enjoyable experience.

 

Record Success:

  The Big Bazaar Family center is doing extremely well. Sales on weekdays touch around Rs. 20 lakhs, while sales on a Saturday or Sunday could easily net Rs. 40 to 80 lakhs. The Family center has blended in to the otherwise conservative and traditional locality of Malleshwaram. The Big Bazaar Family Center is something to look forward to. It is different from the other Big Bazaars in terms of its local connect. We are now in the conceptualizing phase, with the Future group, in launching a Family Center along the lines of the one in Malleshwaram, in Rajajinagar (another traditional south indian, conservative section of Bangalore). So drop by the Big Bazaar Family Center in Malleshwaram and see Value shopping at its best.


Posted By Rahul