Dollar: Making every store penny count

Visual Merchandising and Retail Design|May 2020

Dollar: Making every store penny count
Dollar Industries Ltd needs no introduction, being one of the top three hosiery brands in India, enjoying a 15% market share in the branded hosiery segment. The company had reported a Rs 1030.96 crore turnover for the financial year 2018- 19. In an interaction with VM&RD, Vinod Kumar Gupta, Managing Director, Dollar Industries, talks about the company’s approach to retailing.
Swaminathan Balasubramanian

Innerwear is one product which is purchased without testing in a retail store. What role does retailing play in the product positioning ?

Innerwear is always associated with hygiene and therefore stores across the country do not encourage or allow trials. Consumers are often unsure about the correct size. To curb down the issue, large format stores and multi brand stores often train their employees to assist customers to find the correct size. This methodology ensures that the consumers can purchase the best fit with the right kind of assistance.

Can you tell us about some of the initiatives you take to make your brand stand out in the category clutter?

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May 2020