MagSon® Eyes ₹120 Crore, To Add 30 More Stores Over the Next 2 Years
Progressive Grocer|February 2021
WITH OVER A DECADE OF EXCELLENCE IN UNDERSTANDING CUSTOMER NEEDS AND DELIVERING EXCELLENT FROZEN AND GOURMET FOODS TO CONSUMERS, MAGSON® HAS EARNED A REPUTATION FOR OFFERING FRESH AND HIGH QUALITY PRODUCTS AT BEST PRICES. DUE TO THIS, IT IS FAST BECOMING THE FOOD RETAILER OF CHOICE FOR EXPATRIATES, NRIS, TOURISTS AND GLOBAL FOOD ENTHUSIASTS ALIKE…
Surabhi Khosla

MagSon®, a leading specialty retail chain of gourmet and frozen food based in Ahmedabad, Gujarat, was founded as a single store in 2009 by Rajesh Francis and Manish Pancholi. With over a decade of excellence in understanding customer needs and delivering excellent frozen and gourmet foods to consumers, MagSon® has earned a reputation for offering fresh and high quality products at best prices.

In the past decade, the brand has grown to 21 stores across 9 cities in the states of Gujarat and Maharashtra. Just last year, MagSon® also launched Gujarat’s biggest Gourmet and Frozen Food store in Ahmedabad, in addition to organizing Gujarat’s 1st ever World Food Shopping Fest, to mark its decade-long eventful journey. It is fast becoming the food retailer of choice for expatriates, NRIs, tourists and global food enthusiasts alike - offering hundreds of popular international and national food brands across a wide range of gourmet, exotic, frozen and chilled food products. Today, it is by far the Widest Frozen Food Retailer, Widest Cheese Retailer, and the Widest Processed Foods’ Retailer in Gujarat. It is also the only pure play Gourmet and Frozen Food Retail brand in India with a thriving franchisee business line growing in tandem with COCO stores.

In a freewheeling chat with Progressive Grocer, Rajesh Francis, Managing Director talks about the how the brand is different from others in the same category, it’s tryst with adaptive technology and how it dealt with challenges in a pandemic year.

Excerpts from the interview…

How is MagSon® different from others in the same category?

Offering a class-apart in-store shopping experience, MagSon® is redefining modern-day food retail by acting as a one-stop shop for the widest range of niche vegetarian and nonvegetarian foods and imported and premium food products with the highest focus on quality, sourcing, importing, selection and merchandising standards.

MagSon® is more than just a retail-only company. We enjoy a high degree of competitive advantage in the Western region, thanks to our backward integration in operations. Our inhouse supply chain and distribution system capably stocks, manages and moves inventory for not only all 21 of our stores but for third parties as well.

Also, our strategic tie-ups with leading players of allied niche businesses allow us to further add value and enhance our customer proposition. For example, with ‘Party Hunterz’, a leading name in the party decoration, premium party disposables and balloon bouquets segment, we are able to jointly offer a one-stop party and food shopping experience to our customers in select stores.

In a similar association with ‘Dangee Dums’, we are able to harness cross-selling opportunities with premium cake and dessert products.

Propelled by a core philosophy of ‘freshness’ that reflects not only in our product breadth but also extends to our day-to-day processes, we at MagSon® are truly committed to our service ideology of ‘Delivering Excellence, Always!’, where every day is a new beginning, and every customer is a new opportunity.

What is the location strategy for your stores? Which locations do you prefer and what part do they play in your store sales?

Our store locations are based on our strategy to target cosmopolitan neighbourhoods and high-end localities so as to attract the best of crowds. We generally look for high footfall ground floor sites where we can establish presence as a premium neighbourhood gourmet and frozen food store.

Give us an overview of how much space you have allocated to different sections and what is your strategy for allocating space for different sections at your store?

The strategy to allocate space is mostly store-specific to store locality, customer demand and seasonality driving space allocation and visibility decisions. Our objective is to strategically align merchandizing to display the widest range of our fast-moving products in order to optimize first time in-store conversions by our target audience. However, to give you a fair idea, the majority of the space and premium visibility spots inside the store are allocated to gourmet, frozen and chilled food items in decreasing order of preference.

What is your marketing strategy and what steps are you taking to promote the brand?

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