It Happened In India is the story of Kishore Biyani and the Big Bazaar phenomenon, the story of a businessman who refused to fit into the traditional confines of his family business and ended up creating a successful retail chain.
Summary Of The Book
Growing up in a joint family, Kishore Biyani was expected to eventually follow his father and uncles and join their textile mill business. However, Kishore Biyani was always a bit different, even while young.
He wanted to try something different. He classifies entrepreneurs into three classes, creators, preservers and destroyers. His family belonged to the preserver category, while he wanted to be a creator. He was willing to experiment and take risks. He wanted to create a readymade apparel brand. The idea was conceived in the 1980s, and after some initial setbacks, he established the Pantaloon Shoppe.
Later, he thought of starting a hypermarket retail chain, but was doubtful if the western model would work in India, considering the Indian shopper’s psyche. Then, he visited the Saravana Stores in Chennai, and observed its popularity among customers. He decided to use this as a model.
But his vision and model differed a lot from the Chennai based retail chain. The Saravana Stores is a conservative family business. The retail chain Biyani set up, Big Bazaar, is not. Also, Big Bazaar expanded rapidly to establish branches all across the country. It is now India’s largest hypermarket chain.
In It Happened In India, Kishore Biyani identifies three types of Indian customers. India One are the elite class, the high spenders. He targets the next category, India Two, the middle class who make up a major chunk of the country’s shoppers. He and his team studied this section of consumers and understood their needs. The Big Bazaar marketing campaign was specifically targeted at this section of the society and it succeeded.
It Happened In India shares his dreams, vision and his strategies. It also shares his personal journey, from childhood to becoming the head of one of the most successful business groups in the country today.
About The Authors
Kishore Biyani is a successful Indian entrepreneur.
Kishore Biyani was born in 1961 in Mumbai. His family owns a textile mill. But Kishore Biyani wanted to enter the retail chain business. He successfully set up the Pantaloon, Big Bazaar and the Central retail chains. He is now the CEO of Future Group and the Managing Director of Pantaloon Retail.
Dipayan Baishya is a business writer.
Dipayan Baishya has written business articles for major business publications like Business Today and Economic Times. He received the Don Sheehan International Journalist fellowship from Wharton School.
Venkata Manoj Bathini
14 May, 2015
Amazing real life story!!!
14 Jul, 2012
Not the best price
28 May, 2015
3 Aug, 2018
12 Mar, 2018
5 Sep, 2017
9 Aug, 2017
7 Jun, 2017
waste of time
5 Jun, 2015
13 Apr, 2015