Subhiksha Case Study Essay Sample

9 September 2017

Subhiksha is India’s largest retail concatenation — or some would prefer to state “it was. ” Over the past few months. the web of vicinity price reduction stores has been coming apart at the seams. Most of the mercantile establishments are now closed. The company — Subhiksha Trading Services — has been unable to pay wages and statutory dues for the past few months. With the unpaid security bureau staff besides non describing for work. many of the shops have been vandalized. “The belongingss have become vulnerable marks. ” laminitis and pull offing manager R. Subramanian told The Financial Express. The vandals. he said. could include “disgruntled sellers. employees. anti-social elements taking advantage of the state of affairs. and even proprietors of the existent estate” rented by the retail concatenation.


Lack of demand is the major job. ” says Mathew Joseph. senior adviser with Delhi-based think-tank the Indian Council for Research on International Economic Relations ( ICRIER ) . “Real estate monetary values are falling. and organized retail would wish to wait until the underside is reached. Finance is besides hard to come by in the context of falling demand and low profitableness as Bankss are going hazard averse. ” Gibson Vedamani. manager of the Retailers Association of India ( RAI ) . adds: “Like everyone else. the concern groups in modern retail have been hit by the planetary recession by manner of a recognition squeezing [ and a deficiency of ] support and working capital. The slack in existent estate has been a large issue. Those who had large enlargement programs had [ acquired ] existent estate earlier at much higher monetary values. They are now re-looking at their enlargement programs and renegociating the rates. ”

The hereafter of the kiranas caused so much concern that the Union Commerce Ministry appointed ICRIER to make a particular survey to happen out the impact of modern trade on these little mercantile establishments. The ICRIER study. released in the center of last twelvemonth. found that it was “a positive amount game in which both unorganised and organized retail [ could ] non merely coexist but besides grow well in size. ” The survey found that: • The entire retail concern in India would turn at 13 % yearly. from US $ 322 billion in 2006-07 to US $ 590 billion in 2011-12. • The unorganised retail sector would turn at approximately 10 % per twelvemonth. with gross revenues lifting from US $ 309 billion in 2006-07 to US $ 496 billion in 2011-12. • Organized retail. which now constitutes a little 4 % of the entire retail sector. is likely to turn at a much faster gait of 45 % to 50 % per twelvemonth and quadruple its portion in entire retail trade to 16 % by 2011-12. “Small retail merchants in India have built-in advantages. ” says the PwC-CII “Rising Elephant” study. “They are located following to the consumer. doing it convenient for top-up purchase. They know them good. some even by name. They give recognition excessively — which no big retail merchant does. Their fixed costs are so low that their breakeven point is every bit low as 46 % of gross revenues. ”

The big participants normally try to derive on economic systems of graduated table and enticement clients by cut downing the borders. ” says Bhat of Zinnov. “This would [ necessitate ] riddance of jobbers and agents along with established logistics and substructure support. However. in the current scenario. deficiency of substructure and inefficient logistics services have dampened the growing of organized retail while supplying continued shelter to the jobbers. As a consequence. organized retail merchants have non been able to supply higher value. On the contrary. unorganised retail merchants leverage the inefficiencies of the system and promote consumers to drive a difficult deal. which enables a win-win state of affairs for both. ”


It is non merely Subhiksha but several retail ironss that are staggering under the recession. Over the last few months. about 30 supermarkets have shut store in the metropolis. All the mercantile establishments were portion of large retail ironss. that decided to draw down shutters on these mercantile establishments to cut costs. Senior functionaries of supermarket ironss say they are faced with a 15 to 20 per cent dip in footsteps. budgeted disbursement and worse. rents they can ill-afford now. In add-on. makers of assorted FMCGs cut downing retail borders is farther choking the industry. they say. Giving grounds for the deficit of financess. Subhiksha said it overreached itself. “Expansion without support of equity was the hurting. and non halting enlargement when bank money was acquiring delayed was besides a job. ” it said. With small hard currency left in its pool. Subhiksha now has its dorsum against the wall. “The company is fast closing shops as it is unable to pay leases or employee wages. Furthermore. it has barely any supplies in most shops. ” said a cardinal industry executive. who has entree to exceed direction at Subhiksha.

One ground for closing shops is that Subhiksha wants to take down its rent measure. “We are in the procedure of relocating 8-10 % of our shops nationally to take advantage of falling leases across the state. specifically in cardinal metro metropoliss. We are implementing a SAP supply-chain solution to streamline operations and this could temporarily impact shop operations. ” it said. Till late. Subhiksha was a posting male child for India’s fledgling retail industry and spread outing sharply. The company’s turnover went up seven times in two old ages. from Rs 330 crore in 2005-06 to Rs 2. 305 crore in 2007-08. Then it went into a tailspin. “We had expanded quickly. Most of the growing was debt-led. We had built on a bantam equity base of merely Rs 32 crore. and even including portion premiums. the company had raised merely a sum of Rs 180 crore as stockholder financess. ” the company added.

Subhiksha employees. current and former. contacted by ET said the company hasn’t paid wages or leases since October 2008. There has been a flight of cardinal executives. including Delhi market caput Ashu Phake and Atul Joshi. who was taking the company’s proposed consumer durable goodss concatenation.

Subhiksha’s Managing Director R Subramanian said that Subhiksha needs liquidness injection of around Rs 300 crore to re-start its concern and that the company is in negotiations with bing loaners to raise money. He added that the growing of 1. 600 shops and Rs 4. 000 crore turnover this twelvemonth has been achieved through high degree of debt. He besides confirmed that employee wages have non been paid since October — the retail concatenation employs about 15. 000 people.

Subramaniam said. “There have been a batch of arrears of wages that has happened and it’s a wholly cold calamity that has happened that we have been non able to pay because of the fact that there has been a immense inability and an unwillingness to pay. ” He added the company became illiquid “and we had to prioritise certain duties and the payments for employees could ne’er go on because of the sort of tight liquidness we were over in the last one-fourth.


The prostration of Subhiksha presents a instance survey for bing and prospective retail companies in India. The Chennai retail major. which grew exponentially since its origin in 1999. is combating for endurance. despite two investors in tow — ICICI Venture and Azim Premji’s private investing house Zash Investment Company. The 1. 300 store-strong concatenation has scripted the first rise-and-fall in the history of India’s fledgling retail industry. Viewed as a dawn industry. the retail sector has all of a sudden caved in. with most participants either seting enlargement programs on clasp or re-negotiating leases. Though leases are coming down in most parts of the state because of the economic lag. rapid enlargement without a proper supply concatenation in topographic point has added to the sufferings of retail companies. So. was the Subhiksha theoretical account flawed or was it merely a direction failure?

The concatenation was envisaged as a low-priced. no-frills neighbourhood convenient shop. which really did work for some clip. But shortly plenty. the boosters. who held about 60 per cent interest. went on an enlargement fling without beef uping the back-end. As a consequence. clients frequently had to come back from the shop without acquiring the merchandises that they wanted. To exceed it. Subhiksha failed to set up an emotional connect with its clients. even though it had built a big consumer base. Hence. its autumn can mostly be attributed to mismanagement taking to irrational enlargement without distributing out the equity base. Besides. the retail concatenation tried to secure supplies against hard currency. which. many analysts say. was irrational. As if this wasn’t plenty. the market meltdown forced the company to postpone its proposed initial public offer ( IPO ) in 2008. The state of affairs worsened in the 2nd half of the twelvemonth. when a liquidness crisis throttled Indian companies. Subhiksha. which was confronting a terrible hard currency crunch. had to confront the anger of its providers and stockists every bit good as existent estate proprietors. for delayed payments. By so. the neighbourhood retail concatenation had lost its credibleness and image.

Today. the company’s laminitis R Subramanian is under fire from stakeholders. who have alleged that they were kept in the dark. Following ailments from Subhiksha’s former managers. who stepped down from the board in January. the Registrar of Companies has appointed KPMG as hearer. Meanwhile. the blasted game continues. ICICI Venture. which holds 23 per cent interest in Subhiksha. has held the direction forthrightly responsible for the chain’s operational failure. Renuka Ramnath. pull offing manager and CEO of ICICI Venture. claimed that Subhiksha’s board did non have audited figures even after repeated efforts. The last available figures. harmonizing to Ramnath. were for the year-ended March 2007. Subhiksha. nevertheless. has refuted these charges. As the company lies in a shambles. what the investors and boosters need to make rapidly is acquire on to the concern of reconstructing it. A positive mark is that both ICICI Venture and Zash have said that they are working on a resurgence program. Stakeholders. excessively. are expecting the following move by loaners. who have an exposure of around Rs 750 crore. and are seeking to run up up a revival bundle. However. the most intimidating undertaking for Subhiksha will be to re-establish the consumer connect. without which no retail company can last.


• After make up one’s minding to halt merchandising fruit and veggies at its shops. nutrient and food market retail merchant Subhiksha has now postponed programs to open consumer lasting mercantile establishments. • Reopening the mercantile establishments in four to five months and geting about 2 million square pess of infinite for this venture. with a monthly measure of Rs 10 crore ( Rs 100 million ) and negociating with developers Geting the developers at good monetary values. but August monetary values can non be called good in November given the current market conditions. A farther clang of 35-40 per cent in leases is expected • Fruit and veggies is a impersonal border concern and we keep it to pull traffic to our shops. Besides. fresh green goods retailing is a really regional chance • There is hurting in the concern when you expand and bank recognition is hard to come by. Everybody has to readapt the gait and velocity with which they are turning. • Once you know where you can do money and where you can non. you can set your concern. Thingss were much hard in September and October. Now. it is much better. We will wait for another two to three months to make up one’s mind how to travel about it. • When you have 1. 500 shops. it is all portion of the concern. If person pays Rs 40 per sq foot and acquire a trade for Rs 30 following door. we will decidedly switch.

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