Abstract

The case highlights the emergence and evolution of PRIL from a small garment manufacturer to the #1 retailer in India by the early 21st century. It examines the evolution and growth of PRIL until the mid 1990s, and then traces the rationale behind the launch of its first retail format Pantaloons, a family departmental store. It discusses in detail the marketing and promotional efforts undertaken by PRIL for Pantaloons, which made the store one of the most successful lifestyle stores in India in the early 2000s. The case then examines the reasons for PRIL’s entry into discount store and food store businesses through Big Bazaars and Food Bazaars and discusses in detail the strategies and marketing efforts put in place by PRIL to promote these formats. The case also examines PRIL’s foray into other businesses. Finally, it explores the future prospects of PRIL in the light of the huge potential for organized retailing in India, intensified competition in the sector and other challenges facing PRIL comparison to FMCG majors such as HLL, P&G and Henkel.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Indian retailing industry, Successful retailing formats, Importance of brand positioning and promotion in the success of a brand.

Keywords

Pantaloons India, Retail Management, Retailing Formats, Lifestyle Retailing, Concept Store, Food Retailing, Brand Promotion, Big Bazaars, Retailing Industry in India