Boston Days – Part 1

(I am writing “Boston Days” as a series of articles for quick reference for myself and other retail pilgrims. This article covers the “opportunity of multi-format retail concepts under the same roof - or the lack of it ”) 

As the Emirates flight touched down at Boston Logan Airport around 1440 hrs local time, I was conscious of witnessing a personal milestone. 

As I near 50, I finally set foot in America — the land that the world collectively romanticises as the land of opportunities. For over three decades, despite several invitations and occasions that came my way, I never made a conscious decision to visit. 

Yet, here I was, to complete the third and final module of the Senior Leadership Program at the prestigious Harvard Business School.

After Immigration formalities and a mandatory Dunkin’ coffee on arrival, I checked into my hotel. For two days, this would be home before I moved into the campus for three weeks of immersive learning. 

Thankfully, a large retail plaza sat just behind the accommodation, and retail therapy beckoned almost immediately. Some habits, clearly, do not respect geography.

As I walked the parking lot periphery, a police vehicle swung by. Three officers stepped out. I greeted them and they reciprocated warmly. One proclaimed, with evident pride, that Boston cops were genuinely nice people — and welcomed me to the USA with a broad smile. 

Having binge-watched the Netflix series “Boston Patrol” ahead of this maiden trip, I was already half-prepared for exactly this kind of encounter. 

Art, it seems, does imitate life — and occasionally predicts it too.

South Bay, Dorchester felt less like a mall visit and more like a retail masterclass in action. 

Old Navy standing shoulder-to-shoulder with Five Below. 

Macy’s anchoring one end, TJ Maxx another. 

Home Depot’s nursery spilling generously onto the parking lot, with perennials and ornamental plants displayed in cheerful abundance. 

Best Buy, Marshalls, Total Wine — all pulling their weight with quiet confidence. 

The number of cars had visibly doubled within the hour, even as I stepped in and out of a dining place. The weekend pull, doing its quiet and predictable magic.

No pretence. No aspiration overload. Just retail doing what retail must — serving real people with real needs, real budgets, and real intent to purchase. 

And then Olive Garden, glowing warmly against the night sky, its stone façade and lush greenery offering a welcome contrast to the vast asphalt expanse. America’s middle-market retail, alive and surprisingly well.

The large horizontal retail format immediately reminded me of similar spaces back home in India — Chandigarh and parts of the tri-cities, which came up as planned urban expressions post-Independence. 

Le Corbusier’s 1966 master plan for Chandigarh has broadly held, and successive state governments have respected the original vision with reasonable consistency. Malls have naturally emerged in Mohali and Panchkula over the years, complementing the planned commercial zones.

A parallel exists in Bangalore Development Authority’s shopping centres, the first of which came up in Jayanagar in 1978, followed by Indira Nagar in 1982. 

Today, 14 such centres exist across the city. 

Over time, however, chronic poor maintenance has drained them of both tenants and footfalls. As recently as June 2024, the state government announced a PPP model for seven key facilities — a proposal that remains, as of now, firmly on paper.

Indian cities hold vast, underdeveloped land parcels. Open, accessible retail-dining-leisure ecosystems of this scale are entirely possible, if political will and purposeful land allocation ever decide to meet halfway.

On Day 2, a visit to “Kahaani” with batchmates offered some familiar comfort — Garlic Naan, Paneer Butter Masala, Dal Makhani. Excellent, save for the paneer that stubbornly refused to yield to the fork. 

The bill, predictably, was far from pocket-friendly. 

But then, this is the capital of Capitalism — with a very deliberate capital C. 

High cost of living drives high wages, which in turn is passed back to a consumer who accepts it as part of the compact. A well-oiled circular economy, doing precisely what it was always designed to do. 

(I am writing “Boston Days” as a series of articles for quick reference for myself and other retail pilgrims.)

Read Part 1, Part 2, Part 3, Part 4, Part 5, Part 6, Part 7, Part 8 and Part 9 here.

My travel travails and why I love them

After a long while, I travelled all through the week and in one of the most favourite parts of the country – Northern India. Though the summer was a killer, I enjoyed every moment being there – doing what I love the most in life – observing consumer behaviour at high streets and malls, interacting with our customers, staff, franchise partners, mall owners and the entire ecosystem. Some great food all along – wholesome North Indian stuff was a bonus. 

View of the New Delhi railway station

This is my 25th year in Retail and I’ve been travelling almost 45 weeks a year, 3 days a week for over 15 years now, mostly on work. Though it’s mostly just one Boss to be accountable to, managing a fairly young & a cross-functional team and being a part of a mature, mid-sized organisation is quite a challenge. Here are some quick learning that I have acquired over the years. While all of them may not be doabe by everyone, am sure some of this could be useful to a few discerning ones;

The itinerary

This is the most important part of the journey. I have always believed that the journey is as important (and exciting) as the destination, its quite important that one plans their journey time-table, including the choice of flights / trains / local accommodation. A poorly planned itinerary is the beginning of chaos to come during the trip. 

A shirt holder that I make the best use of

The right luggage

While there is no secret to packing the right quantity and quality of luggage, let me tell you it always is a science and an art. A fairly planned set of clothes – 2:1 ratio of shirts to trousers usually does the work, whether casual or formals. Extra sets of inners always helps, just in case of an emergency. 

Meeting schedules

This is one area where things can go awry – due to a client or a business partner not turning up in time or the most common reason in India for getting late to meetings – bad / congested roads + traffic snarls enroute the meeting place. It really helps adding a 15-30 min cushion ahead of the next meeting including the travel time. If you end up early (to the meeting), there are anyway enough emails and messages on WhatsApp to respond to.

When in the North, do like the locals!

Food / Drinks – the lure

Any business trip is incomplete without a fair dose of local cuisine. After all, what’s the point in sweating out so much if you don't eat well during the journey. But then, I can tell you out of experience, it always, almost always helps to avoid over-eating during business trips, especially if you like loaded stuff or spicy outings. Alcohol, while is an extension of our night life and leisure, may put you out of the best that one can appear, especially in front of the most important people you’re set out to meet the next day. Abstinence during the business trip is among the best though a bit of indulgence is not a bad idea.

Emails & Calls

One thing to keep in mind is when we travel, there could be chances that we miss reading & replying critical emails as well as end up skipping regular review calls / VCs. One trick that has always worked for me is to keep clearing emails while on the move, that is from one meeting to another. That way, the email box always remains light and we are looped in most of the time. While its important to reschedule regular review calls or VCs during the trip, it also helps to have it first thing in the morning, right after breakfast, in the same hotel room, to ensure privacy and quietness which one may not get while on travel. 

Sleep & Rest

This is most important part of the entire journey and the least focused one. Most of us get very groggy (or smashed) when we wake up the next morning because of our “other priorities”. As I said before, it does help to avoid a heady dose of food / alcohol which can put your resting time out of zone. But there is a trick which I have been learning over time. Even when not travelling, I am conditioning my body to sleep for 6 hours – call it yoga or what you will. But a good 6-hour sleep during the night will go a long way in having a very productive day.

Lastly, make time for yourself. For making calls to the family and close friends, laughing off silly jokes and forwards, reading stuff you like, taking photos and writing or posting on social media, doing fun things and to just stay still to see the sunrise and breathe well during the business trip. All work and no play make Jack & Jill dull. So go there and make the best of a business trip next time.

Thank you 2020. Hello 2021.

More than anything else, I once again learned to unlearn a lot of things in the year that passed by that was 2020. I learned, yet again, that Change is the only constant and over time, we realise that “Change” in any form is good. Honestly, when I look back 365 days behind as the train was chugging in to the Mysore Railway Junction on the morning of 3^rd Jan. 2020 around 7.30am, little did I realise that I would come this far. I was on my way to take up the new assignment at Kushal Nagar as Vice President of Sales & Marketing for Levista Coffee, where the parent company SLN Coffee Pvt. Ltd. is head quartered. As always when I take up a new assignment, I went with an open mind, so I can learn as much as I could and decided to take up the new role, one day at a time. Within a few days, I had settled down in the Company’s Guest House in Bangalore and spent a good amount of time trying to understand the various aspects of our business, Industry, colleagues, external & internal stakeholders. 

I would avidly look forward to returning to Chennai where my family lived. And it was quiet emotional for me to leave on a Sunday night often even as the kids would get in to all gloom for not being able to see me in person for 2 weeks or so. Until one day, everything turned topsy-turvy and life took a 180-degree turn. U Turn, if I could say so. From mutually missing each other, at one stage it felt like an over-dose (not really!) that we spent 150 days precisely under one roof, thanks to continued lockdowns. In the first 2 weeks of the first Lockdown, life came to a standstill, literally and figuratively. None of us had much to do other than watch News channels in multiple languages to get different perspectives. By mid-April, there was some action slowly on the work front but still we were all locked up at home with limited chances of stepping out, even to shop necessities. 

A chance visit to a local retail store and my Father seemed to have picked up the dreaded Coronavirus which eventually moved on to my Mother. Little did he realise and when he visited our home one fine morning to deliver vegetables, we panicked and rushed my parents for tests which proved positive. Meanwhile, my daughter picked the infection from him, her sister from her and my wife from them. I tested “Negative” being O+ve (or for some strange reason) and was blessed to take care of the family for the next four weeks until things settled down albeit very slowly. However, it was in May ’20 that Levista achieved a historic highest monthly sale followed by another historic Sales milestone in June. And I was here, in my bed as I write this article, seven months ago when all members of the family were fighting an unknown infection. 

The fact that we as humans were so vulnerable and life is too short was a shot in the arm for me from those days and I vowed to be ever so grateful and thankful to the Creator and Mother Nature for bestowing whatever we have today. From sighing that I had lost crores of rupees on my StartUps over 5 years since 2014, to being happy that my Parents came back home in flesh and blood from the hospital after treatment and that my wife recovered though slower than anticipated was the last nail in my box of worries. From that day onwards, I have been the happiest if all members of my family woke up the next morning and lived a basic, normal life. 

My second XUV500 AT was 2 years old when I joined Levista. This was my sixth vehicle in 15 years after self-driving over 2,75,000 kms all by myself across India on work & leisure, I was contemplating an upgrade to a more posh German beast in the coming months. That’s when I had to call a mechanic to jump start the engine of my beloved XUV whose battery went dead due to no usage for weeks together! How things change… From planning to buy a new car, I decided to sell the XUV so I can save on the EMI since I had almost NIL travel during those 6 months. I ventured out from home on the 151^st Day on 10 Aug. 2020 to Bangalore well equipped with E-Pass for an Up and down Travel and have driven 13,600 kms till date on my beast ever since. The entire discussions of Levista’s partnership on Bigg Boss Tamil Season 4 feat. Padmashree Kamal Hassan was decided and finalised during one of those long drives between Bangalore & Chennai. Every 40-50 mins, I would stop at a Toll Booth and make calls, internal and external to seek views. What a drive this has been – I mean the ones to Bangalore / Chennai as well as life overall. And many such discussions while the Office driver was behind the wheel including Zoom Calls with my iPad perched behind the seat. 

In the middle of Nov. ’20, our team completed the total Turnover of FY 19-20 and that was a moment to celebrate with fellow soldiers even as they ventured out carefully everyday those 8 months fighting an unknown enemy that Covid-19 is. A big round of applause and hearty thanks to their family members for allowing their beloved to go out and conquer the world. As is the case of MS Dhoni, I realised that all the noise in the stadium (read: my surroundings who kept cheering and booing me!) was insignificant as long as I don’t take it too much to my heart. As Lord Krishna says in the Bhagavad Gita, don’t get very upset when something unfortunate happens and don’t get too ecstatic when something very cheerful happens. Easy to say for you, Dear Lord as you are the Creator and we are mere mortals. 

Listening 15 mins daily about the epic Mahabharatha narrated by a noted and eminent scholar Velukkudi Shri. Krishnan helped me immensely for the past 225 days. In his daily bulletin, he would move the story as written by Guru Shri Veda Vyasa and narrated by Sage Vaishampayana to King Janamejaya. It was so timely that there would be gems every few days which had a direct impact on my daily life, personal and professional, that it was surreal to hear those advices.

Even as I ended the Calendar Year professionally with a first ever Virtual Media Launch on 28^th Dec. ’20, with our new flavours of coffee and the much awaited mass market variant - Levista Supreme Instant coffee, it seemed to be a memorable, meaningful and a successful year that I completed, much to the chagrin of my detractors, happiness and joy of my well-wishers and with the constant love and encouragement of my immediate family and a few close friends. Without the unstinted support of my Management and my colleagues at work, this journey wouldn’t have been this smooth – even if I wish to call it so. It certainly has been the fastest, toughest and perhaps the most fulfilling professional journey I have had in the past 24 years in Consumer Retail. 

I started the year (lockdown) with virtual classes for MBA students whom I was teaching offline until Mar. ’20. Over time, this virtual address became a way of life with me having spoken at over a dozen Webinars as well as my 4^th consecutive year at BIL Trichy teaching the Retailing Elective for the second year students. While I didn’t miss my walk through during the lectures – my laptop screen would be off and I'd keep walking in my room as I gave the lectures using my bluetooth earphones, I really missed my campus stay at the guest houses, the morning walks within the sprawling BHEL dwelling in Trichy, the food feasts and of course the much awaited train travel. And yesterday, I addressed over 100+ MBA students of XLRI Jamshedpur, a session which I must have presented at the campus in the third week of Mar. ’20 to the previous batch.

Of all things, I learned to appreciate life as it is; from what we have to seeing what others didn’t have and to compare ourselves to be blessed than them. We cannot change the system, the nature and destiny. But we, as humans are blessed with the knack of converting adversities in to opportunities. That’s a choice we all wake up with. For Ex., I sensed an opportunity that the Out of Home Coffee Consumption and Workplace Coffee consumption could be coupled with incremental household consumption, add to it the WFH woes and the initial days of adjusting to the new normal. After 8-9 months, it sounds boring to hear or to utter the phrase “The New Normal”. It is, rather “normal” and it shall be so all along now. 

While I didn’t have time, rather didn’t make time to learn a professional course or start gaming on one of my i-devices, "i-learnt-cooking" was perhaps the proudest moment for my me and more for my Mom rather, who still is unable to come to terms that I could take so much interest in this “art” which she has been an expert at that I have shown no interest for the past 30 years! Other than exploring life from different perspectives, it’s been a yet another adventurous year for me. So, thank you 2020. I am clear about my destination by 2030. But until then, I shall enjoy the journey every day. As I always say, the Journey is as important as the Destination. #Miles2Go 

Let’s rebuild the Economy – Ourselves

After a self imposed exile at home in the garb of WFH for over 150 days, I finally stepped out of home and moved to Bangalore last month to join my “real office”. I also travelled to Kushal Nagar in Coorg where our company’s Headquarters and Plant are located for a review with my Management. All through my two weeks at Bangalore, I was pleasantly surprised and motivated how we are ourselves building back lost time, money and economy. For instance, we had full attendance at office and also ensured all of us wear face masks while seated. Every alternate chair in the Meeting room is left empty (so fewer persons and therefore the meetings end early too!). Usage of hand sanitisers, and most importantly washing hands frequently is encouraged to ensure this is rather a “habit formation” in the long run. Cleanliness is Godliness, someone said long ago and remains relevant all along. 

I travelled across two major parts of Tamil Nadu last week, to Coimbatore and Madurai to meet my team members, Distributors as well as for market visits. Same protocol, another precinct. Nothing changed. The hotels have accepted the new norm, so have Guests. Food is served outside the room as per WHO protocol and the guest must take it inside their rooms themselves. Buffet is off the menu and breakfast is served in the room. Works for all of us plus the added advantage of “NIL wastage” at the buffet counter. Limited and minimal contacts with other people around works to everyone’s favour after all. 

This week, my wife and I decided to travel by road to visit a few of our favourite temples to seek the blessings of our beloved gods. We departed on Tuesday morning even as the TN Govt. opened up the doors of all religious places in the state. We were not just surprised but also impressed with the steps taken by the Government and the penultimate cooperation by devotees. We witnessed this first hand not just at one but across some of the oldest and perhaps, otherwise most populous temples. For Ex., the Srirangam temple, the world’s largest temple complex witnesses at least 30,000 visitors on a regular day. However, now is a different story with less than 1% of that number of visitors being allowed everyday. Still, the devotees maintained strict social distancing and followed norms, while at the entry inside, temperature check has been made mandatory. Well, that’s not accurate, quip many. But then, do we have a choice of shutting down everything for some more time to come? 

We travelled around 1,100 kms over 5 days and stopped by at least a dozen restaurants. Almost everywhere, customers and patrons seem to be following self-discipline which is the key to combat this virus which apparently is here to stay for some more time to come. 

What was pleasant to see was that even in the smallest of Tier 3 villages, locals understand the reason to wear a mask and the reasoning not to touch others, walk in groups or sneeze in public. The awareness created all along by the Media and the Governments is impressive although there is a surge in unruly motoring skills in city roads as well as on Highways – especially 3-4 persons on a 2-Wheeler and most of them not wearing Helmets which goes unchecked by the authorities. Well, we gain a few brownies and lose some ourselves. Sad part of humankind.

Ultimately, to bring India back to it’s foot is the duty for each of her citizens and beyond a point, I believe the Government can do very little beyond disbursing loans and doling out subsidies. While the Central and State Governments are doing their best despite so much negativity around, I personally believe it is up to each one of us to pick up the broken, leftover pieces and push the economy upwards. If not anything, this is just another form of patriotism and duty to the nation. Needless to say, we need to ensure safety precautions for ourselves as well as to our surroundings. And for me, I filled up Diesel full tank today even as I entered my home garage, ready for the next drive. I pledge to do my bit. I have Miles to go, after all.

Covid Vacations

The weekend that went by, we were on vacation. Virtually though, from the confines and comfort of our homes. Wifey opened the home Laptop and on the giant screen, took us through photos of various vacays that we spent as late as until December 2019. This was was the most adventurous as my younger daughter fell off a Pony she was riding atop Nainital viewpoint with no guide beside her even I was trying to apply brakes on my horse without much luck. That she escaped unhurt was nothing short of a miracle. In a previous one at Longhewala, we saw the War-trucks on grand display when India defeated our friendly neighbour as they attempted a midnight attack on our Forces in vain. We undertake 2 long and 2-3 short vacations annually and these are, in my own view a way of giving back to the society. We book Flights / Trains / Cabs providing revenue opportunities for the carriers. We stay at Hotel chains or at Club Mahindra Resorts for free (well, it’s time-share) but end up spending a fortune on food and snacks. But then, Mahindra Holidays manages over 50 resorts and employs 1,000s.

We avoided taking our kids abroad ever since they were born and their maiden trip was only last year to Singapore. Perhaps, this one would remain etched in their minds for their lifetime. Not because it was a “phoren trip” but because of the professionalism and hospitality displayed by the countrymen; the impeccable cleanliness and hygiene standards across the city; the discipline of cab drivers who maintain eye view of the tyres of the vehicle ahead at traffic signals; and of course the Retail Therapy at Malls, Restaurants and Theme Parks. We are getting there (in India) in many areas, but still have a long way to go. The Covid crisis is an opportunity for Domestic Tourism, something that I have been echoing from the time this started. Here’s how.

I foresee (am no Nostradamus, remember!) a huge dip in International Travel on leisure, save for artists in Cinema and arts; Not just in India but globally. This means, savings garnered by avoiding International travel that could be spent elsewhere. Secondly, this is the opportunity for India and Indians to grow Domestic Tourism. To help rebuild a nation, to build our own ecosystem which is so fragile and dependent on Government subsidies almost all the time for everything.

As a family, we have travelled to all borders of India – Longhewala, Nathula and Rameswaram. With limited savings and crores blown on my Entrepreneurial escapades over the past 5 years, all I can offer my kids is a view of things – inside out and from their own lens. I personally believe that this is among the precious gifts I could give them – to see things themselves and appreciate the rich beauty and culture of India. One such adventure was at Tanjore last Summer where we went to the Palace. My daughter had imagined some kind of a Barbie-like Castle. But we had to pay ₹10/- to enter the “complex” not to even find a decent restroom with stinky museum like rooms. This is managed by ASI, sadly. And the general public give scant respect to the monument, even otherwise.

This is not an exception. I can list many. But that’s not the solution. The riches and the Haves are shunning domestic tourism and boarding planes abroad. Nothing that I should comment upon, it’s their prerogative, their money and wish. But, if we don’t take care our own Tourism opportunities, then who else will? I saw Foreigners were going ga-ga during the 8am foggy morning walk at The Taj last December. But down the road were dirty footpath and unhygienic neighbourhoods for all the brouhaha about the city administration. This coating by the Government is not going to help. It’s with us, the citizens to support Domestic Tourism.

Remember, your few thousands of Vacation money will feed hundreds of families for a long time with Travel and Tourism being a long term Industry. I have nothing against PM Cares or CM Funds, but this money is direct benefit to the economy. And one can see results ourselves without complaining in the future that the previous governments looted the public. It’s action time.

Pledge your resources to support and revive Indian Tourism. Am sure We the tourists would benefit the most in times to come, after all. Let me know if you’d like more information about Gurudongmar Lake or Dhanushkodi. Happy to share details.

Inflight Retailing - Retail 2020 (Article #7)

Air Asia, the low cost airline which pioneered the concept in South East Asia two decades back has been in the news for the few days for other reasons. The company has pioneered, much to the surprise of both the Aviation and the Retail Industry, an F&B concept by the name “Santan” which apparently has a wide range of menu curated from ASEAN countries. From Vietnamese chicken rice to Thai Noodles to the most favoured local Malay food, it features many an item which is a Local delicacy. And then comes the surprise. Hold. Santan has opened its first outlet at a premium shopping Mall in Kuala Lumpur and Tony Fernandes, the maverick CEO and Founder of Air Asia aspires to open 100 such outlets in the region. While executives of the Two related industries are sharing extreme feedback – from calling Santan a bizarre experiment to one that’s refreshing and pioneering, the jury is yet to be out.

Cut to 2005. Capt. Gopinath, an Indian Pilot who had retired from the indian Air Force aspired to set up a low-cost airline minus the frills and launched a test flight from Bangalore to Bellary followed by a national presence before ultimately selling off the business to Kingfisher Airlines. During the early days of Air Deccan, the airline ran several innovative promotions to catch the fancy of public and stood true to it’s Brand Byline – Now every Indian can fly, by offering inaugural promo tickets at ₹1 per ticket plus local and statutory aviation taxes. Was a great way of Marketing but here came the surprise – in the early days, there was no seat allocation for passengers who would run toget their preferred seats, from windows to aisles and to avoid the rear facing ones adjacent to the Crew.and to make add-on revenues, Air Deccan “sold” water much to the chagrin of the flyers and general public. Indian Aviation has come a long way forward since then. 

Retailing products on the flight, rather during the Flight, popularly known globally as “Inflight Retailing” in India is in it’s infancy in India currently. While one gets to savour a wide range of RTE (Ready to Eat) Food items from Biriyanis to Bhel Puri, Dal Chawal to Poha & Upma, these are not really innovations from the airlines themselves. Café Coffee Day created an innovative ready to mix coffee powder which only required Hot Water and introduced it in the skies in 2010. Although the coffee was not a hit, it has given birth to an innovative way of tea-making in similar lines. 

Airlines out up a catalogue of products, from key chains to power banks, Bluetooth earphones to toys. But I hardly see flyers buying them for the range is so boring and nothing that’s not available on ground. Not sure of the Commercial Management Team at airlines across India do not sense this opportunity which is over USD 2 Billion worldwide or are they simply focussing on the traditional aeronautical revenue coupled with faster and improved performance on ground, for that’s where a Plane should spend the least of its time. 

Once upon a time, Retail Brands would issue Gift Vouchers to Airline passengers while Jet Privilege allowed to earn and burn bonus points at select Retail Outlets.  Not anymore. Loyalty is dead, after all and Membership is in. I am waiting for the day when Netflix and Amazon Prime would provide a one-month trial for select passengers. Mall Chains and premium Department Store chains like Shoppers Stop would, for a small fee offer a coveted Membership that entails members to avail special offers including home pick-up, personal stylist and so on. Revv and Miles in a tie-up with Airlines would offer vehicles for self-drive at Airports so users can be more efficient all day as well as leisure tourists can avail sedans and SUVs for their tourist destination. In my opinion, inflight product and services retail is in the anvil and is bound to explode in a very big way in times to come. 

Would Air Asia launch Santan in India or would Indigo launch a café? I think that’s a too far-fetched idea at the moment. Retail, and modern retail is a different ballgame altogether. Long term Retail F&B companies are still tweaking their business models in India after being in service for 2 decades. I would rather hope we see more innovations in the inflight catalogue. Like Rajinikanth-branded aircrafts which was launched by Air Asia ahead of 2017 release tamil film Kabali. 

Highway Retailing – Retail 2020 (Article #6)

I have just completed a 10-day vacation across North India. Being an avid traveler, my travel plans are usually frozen at least 2 months in advance, which includes booking of rooms, air / rail transportation as well as ground transportation including the last mile to the Hotel or Resort where we would stay. However. one thing which has always been unplanned, or rather difficult to plan is the place to eat / take a break during such trips, especially while travelling by road. On our last leg today, we drove from Jaipur to Delhi, a distance of 270 Kms which took us around 4.5 hours non-stop. Due to intense Fog in this part of India, we wanted to reach as close as possible to Gurgaon before we took a break. Thanks to constant protests across country on some pretext (currently the NRC) or the other, we decided we wouldn’t stop midway and filled our “tanks” at Jaipur during breakfast. Sadly, the weather played spoil sport and my flight was delayed by over 2.5 hours, thanks to the Fog.

To give a perspective, there are an estimated 40,000+ Fuel Stations across India. Of these, at least 90% of them are branded by PSUs including Indian Oil Corporation which has close to 40% of the outlets, followed by Bharath Petroleum, around 30% and Hindustan Petroleum, around 25%. Lastly, there are the privately-owned OMCs - Oil Marketing Companies such as Reliance, Shell and Essar which are less than 5% in number and growing faster than the PSU OMCs. During my stint at Café Coffee Day in 2009, I signed up two exclusive contracts with Shell and Essar which were riding high on the deregulation of fuel prices which meant that the OMCs could fix the price for Petrol and Diesel. Although they have maintained their prices on par with the PSUs, there are benefits they cater to the consumers beyond filling high quality fuel. For Ex., all Shell Outlets have clean rest rooms separately for Men and Women. Some of them even provide services such as Vehicle Wash and minor repairs. The erstwhile Reliance Fuel Outlets had separate Food Courts from the Fuel Station including independent ingress & egress which was extensively put to use by the company through company managed as well as Franchised / outsourced F&B operations in the name and style of A1 Plazas. 

However, the majority of Fuel stations managed by the Dealers of the 3 PSUs do not even have basic amenities such as clean rest rooms which has been a regular qualm of most highway warriors like me. There are exceptions such as the Yamuna Express highway which connects Delhi to Agra with an Eight-lane highway which has three Toll Plazas and each of them have a neighbouring resting area including large food courts housing International and regional F&B outlets. 

Café Coffee Day remains the Number One F&B brand in India which has the most number of highway Outlets as compared to any other business house in organised F&B Retail. But this trend at CCD started many years back, beginning with the coveted Bangalore – Mysore State Highway followed by many such Highways across India. Many other regional brands such as Haldirams in North India, Sukh Sagar in the West and A2B (Adyar Ananda Bhavan) and Adigas in the South have cracked the regional markets but none at a large pan-India scale. Perhaps, Indian businesses can take a leaf out of International operators in the US & Europe who have built Billion Dollar businesses around this model. 

Personal driving as well as Cab hailing for long distances have become affordable now, thanks to lower cost of owning 4-wheelers as well as many tourist locations across India. Highway Retailing is in it’s infancy in India now and much more needs to be done in times to come.