Knitting In The Rural Market

From spreading their business in the metro cities to tapping the potential of the rural market, Rajendra Moroju, director of undergarment manufacturer Crystal Knitters, shares the intricacies of his innovation and growth strategy in retail space with Zarafshan Shiraz

- Zarafshan Shiraz

What trends are you inspired by in the modern retail segment?

The modern Indian consumer is seeking more value in terms of improved availability and quality, pleasant shopping environment, financing options, trial rooms, return and exchange policies and competitive prices. Looking at these factors we concentrate on our boom with inclusion of favourable demographics, rising consumer incomes, real estate developments and especially the emergence of new shopping malls and changing lifestyle.

What is your pricing strategy?

Price intelligently emphasizes the utility of a value-based pricing strategy. We believe that a customer won’t pay a penny more than what a product is worth so we don’t believe in over-pricing or under-pricing.

Where do you see yourself in this competitive market?