Mahabalipuram has
somehow become synonymous with Great Lakes Institute of Management. I too was quite curious to visit Mahabs for the first time.Coming straight from the crowded city of Mumbai, my first
impression of the place was of a small laid back town, with a small market. I said to myself "Yeah, the place
is too hyped"! However, my judgement gets challenged each time I visit the
Mahabalipuram market.
Out of many specialities of ‘our’ (Yes! I acknowledge it!
It’s ‘OURS’! This is where we have to live and survive, for at least an year!)
Mahabalipuram market, one particular thing that caught my curiosity was the
high number of tailoring-cum-readymade garment shops.
Tailor shops in metros, such as Delhi and Mumbai are often
limited to high-priced designer stores. Here, the customer is at the disposal of
the high-class sophisticated ‘designer’, who always seems to know the best, in
terms of what one should wear--even if it’s something bizarre and might make
you look like a walking fool at times! Such designer stores more than often
turn out to be a bit intimidating to the likes of our mothers and aunts, who
are used to going to the tailor shops and telling the ‘Masterji’ what and how
to stitch.
However, at Mahabalipuram small-time tailoring is a thriving
business; so much that shopkeeper’s claim fierce competition, even in this comparatively
small market place. The customer group for such shops comprises of numerous
foreign travellers, who want to experiment with Indian clothing and the locals,
who are still not exposed to the likes of Lifestyles, Centrals, and Shoppers
Stops. People here largely rely on local tailors for their daily as well as
special occasion clothing needs. And, these friendly and humble human beinngs, called tailors actually listen to what the customer wants very patiently,
give suggestions only when asked for, and deliver stuff in record-time; a day
and sometimes even the same-day! And yes, all this at a less than quarter of a
price, as compared to a fancy designer store! What more can one ask for?
Well, the list doesn’t end here. You want an outfit, but
don’t want to wait even a day! Yes, I know life is busy…we don’t have time…ONE
day, too much! Our friendly Mahablipuram tailor caters to such busy customers
too! How? By stocking ready-made clothes too!! Yes, now this is something. A
tailor stocking ready-made clothes! What? Sounds more like cutting on one’s own
business. However, I believe it’s about evolving with the changing market
scenario, catering to all kinds of customer needs and giving the customers a
one stop solution to all their clothing needs.
Wait, ‘all’ customer needs’?” I still have to visit a cloth
shop buy a piece and take to the tailor! What about that”?
Well, our friendly neighbourhood tailor also has a huge
stack of textiles! Yes, this is what makes it a Complete Clothing Solutions store! Name it and you have it. So, are
we nearing customer delight with such a business model? May be yes and may be
not. Yes, because such a clothing
solutions shop fulfils almost all the current customer needs. No, because
there is always a scope of improvement. And, in today’s volatile and
ever-evolving market scenario, customer delight can anytime slip back to the
bracket of customer need. Innovative evolution and uniqueness is the new mantra
for survival in the market today!
Khushboo Singh
FT13430
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