Easy Day: Supply Chain Model for India

Easy Day: Supply chain Model for India

A Case study on Supply Chain and Operations of Easy Day

Under the Guidance of

Dr. Rajat Agarwal

Submitted By:

Anil Santlani 10810005

Paresh Kulkarni 10810042

Ragini Rathi 10810043

Ravi Pratap Singh 10810050

Jagdish Vema 10810071

Varun Sharma 10810069

Contents

. Introduction................................................................................................................. 3

. Background.................................................................................................................. 4

. Store Operations at Easy Day Roorkee...................................................................... 6

. Product Categories at Easy Day: .................................................................................. 10

. Facility Layout........................................................................................................... 12

. Comparison between Easy Day-Bharti Walmart and Wal-Mart US .............................. 13

. References ................................................................................................................... 16

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Easy Day: Supply chain Model for India

1. Introduction

Bharti Retail Ltd, a subsidiary of Bharti Enterprises, launched Easy Day in 2008.

Bharti Retail, the joint venture partner of US retail giant Wal-Mart wanted to

develop a neighbourhood supermarket concept to provide a one-stop-shop for a

family's grocery needs. But the challenge was to create a modern shopping format

that combined familiar elements of India's traditional grocery shopping experience.

While the Indian consumer has a desire to benefit from the convenience of modern

trade retailing, familiarity and comfort are important factors to consider. Having

identified this, they brought together various aspects of the traditional Indian

marketplace with the advantages of modern retail to create a concept with mass

appeal. So, they came up with a concept to create an engaging grocery retail

experience, setting a new standard for an international shopping environment made

relevant for the nuanced Indian market. The solution is based around the creation of

power departments - including a bakery, a health & beauty zone, as well as one for

kids - that offer dwell zones for the shopper.

Each store is about 2,500 to 4,500 sqft in size and is projected as one stop shop for

day-to-day family requirements such as groceries, personal care and household

products. In its first phase of operations, Bharti Retail had opened 59 Easy Day stores

in Punjab, Haryana, Rajasthan, Uttar Pradesh and New Delhi. In addition, it also has

launched three compact hyper stores called Easy Day Market in Punjab. The

company has deliberately focused on north India in its first phase of operations in an

effort to consolidate presence in one market, before expanding to another region.

The Easy Day stores source fresh fruits and vegetables from Bharti-Walmart. In an

interesting HR innovation the stores plan to tap workforce from the likes of cart

vendors, housewives and retired personnel, by offering flexi-hour work schedules.

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Such groups of persons are also enrolled for structured training modules at the

Bharti Retail Academy.

Quick facts

. Year of first store launch: 2008

. Total number of outlets at present: 120 (Easy Day); 10 (Easyday Market)

. Total number of outlets as revealed in Retailer Anniversary Issue 2010: 58 (Easy Day);

3(Easyday Market)

. Target consumers: Neighbourhood (for Easy Day); customers buying monthly

supplies or apparels (for Easy Day Market)

. Employee strength: 5000 (Bharti Retail)

. Region with strongest presence: Punjab, Haryana, Rajasthan, Uttar Pradesh, Madhya

Pradesh and Uttaranchal (Easy Day & Easyday Market) and Chhattisgarh (Easyday

Market)

2. Background

In the Indian context it has been a challenge to provide a sustainable supply of fresh

and healthy vegetables to consumers through organised retail outlets. Fragmented,

small landholdings and low awareness amongst farmers of good agricultural

practices are some of the impediments to delivering fresh and healthy vegetables to

consumers on a sustainable basis.

In