Is Dimapur ready to “Loot the Loot?”

Nothing compares to the happiness of seeing a sale tag hanging around shops. The same goes for the ‘The Loot store’ which was recently relocated to Highland complex, Circular road Dimapur. The store has up to 60 brands on clothes and accessories, with discounts throughout the year. 

To shed a little bit of light on ‘The Loot’, it is one of the fastest growing retail chains in India and has stores throughout the country. It is a multi-branded discount store, offering customers a wide range of products with a minimum of 25% and going up to 70% discounts - throughout the year. The store retails popular brands like Adidas, Nike, Reebok, Red Tape, Lee Cooper, Pepe Jeans, Levi’s, Benetton, Spykar, Wrangler, Lee, Provogue, Arrow and more. Apart from Indian brands, the store also sources products from global markets, most of which are unavailable in the country. It mostly targets the youth in particular and has won awards like ‘Young retailer of the year’, ‘Star youth achiever award’. 

With a turnover of Rs 118 crores it now plan is to increase it 50 per cent year-on-year. In fact, the Loot’s main thrust in 2010 was footprint expansion and addition of new brands to its 100 plus portfolio. It attributes its success to careful segmented targeting as the brand’s consumer target is the college going crowd and the young working population. The aspiration for these customers is to be associated with the brand names and at the same time they always look for discounts and are not willing to pay the premium price that is associated with these brands. According to Jay Gupta, MD, “We offer discounts from a minimum of 25 per cent and to up to 60 per cent apart from various offers that run in addition to the existing discounts. The challenges faced initially were to clear misconceptions about the concept of The Loot, particularly, convincing the consumers about the quality of the merchandise and convey to them that we are not dealing in seconds/defectives but are original surplus product stores.”    
The question still remains whether the Dimapur store will be able to live up to its image?