Cut retail forays into smaller cities

Cut' has recently laucnhed two stores in Pune, which are equipped with clothes and footwear fashion items of 61 national and international brands. The company through its store offers one item free on every item purchased to make the shopping attractive for youngsters in tier-two and tier-three cities.

Speaking to Business Standard, Evinix Brand Communication Manager Sunita Joshi said, "Rapid retail is a new concept in India where in the sales happend based on the self life of a product. We pre-define the shelf life of every product, which is between say 60 to 70 days. After this time span, the product is offerred at lower prices and the value goes on reducing. If it remains unsold over a certain period then we offer it free with any other item purchased in the store. this offers good variety for customers and lot of products can be availed at cheap rates."

The company has decided to concentrate on the age group from 16 to 35 years from smaller cities. "In metros, there are lot of options and huge retail malls have already eaten up the market. Interestingly, the retail giants are not entering smaller cities where we believe, there is a good market for branded items. In addition, we are providing free items with every item purchased and also, heavy bargain prices are also available," Joshi stated.

The store presently operates in Pune, Surat, Rajkot, Ahmedabad, Kolhapur and Gandhinagar. After wetsern India, the company plans t roll out more stores in cities like Shillong and Gangtok.