23 September 2015 14:52:41 IST

Future Group to woo gen next with Big Bazaar Gen X

Retail major targets upwardly mobile consumers with large format stores

With an eye on the upcoming festival season, Kishore Biyani will be launching a new format of his Big Bazaar stores under the name Gen X. As the name suggests, it will be targeting upwardly mobile Indians.

The first two Big Bazaar Gen X stores are slated to open at Infiniti Mall at Malad here and DLF Mall of India in Noida next month.

The two large format stores have been designed to stock premium merchandise across categories ranging from food to fashion.

For instance, the one at Malad would measure 45,000 sq ft with new segments such as live non-vegetarian and bakery counters, resembling its more niche formats like Foodhall.

Strategic location While addressing shareholders recently, Biyani, Chairman of Future Group, said: “A new generation of consumers is emerging. There will be 450 million Indians born by 2021 and how we design our engagement with these consumers will define the long-term sustainability of our business.”

Big Bazaar Gen X has strategically located its stores in high consumption zones.

“The Gen X store at the Malad Infiniti Mall is one the highest consumption areas. The assortment and design at this store is different and is expected to take Big Bazaar to a different level,” said Rajan Malhotra, President-Retail Strategy, Future Group.

Code word Gen X is also a code word which is being used by the Future Group as it develops such new formats.

“Gen X is a project name used internally on how to take Big Bazaar to the next level.

“Being a 16-year-old brand, Big Bazaar has been trying to upgrade its image with youthful ambassadors like Varun Dhawan and Katrina Kaif,’’ added Malhotra.

Big Bazaar Gen X would stand out from the rest of its stores in the same area. For instance, its existing stores in the Noida region would be completely different from the new one at DLF Mall of India.

“Big Bazaar is already there across the road from the DLF mall. There is no point having similar stores in the same locality and Big Bazaar Gen X would be the differentiated offering that we are going to have in Noida,” he added.