CONTENTS

S.No

Topic

Page No.

1.

Corporate History

2.

Awards

3.

Organisational Structure

4.

Vision, Mission and Policy

5-6

5.

Corporate Social Responsibility

7-9

6.

Product Mix

10

7.

Customer Profile and Pricing

11

8.

Store Location

11

9.

Competitive Analysis

12-16

10.

Expansion Plans

17-18

11.

References

19

CORPORATE HISTORY

Lifestyle International (P) Ltd. started it operations in India in the year 1999. It is a part of the
Dubai based retail and hospitality conglomerate Landmark Group and comprises Lifestyle
stores (Large format Departmental stores), Home Centre (Home Improvement stores) and
Max (Value fashion chain) along with International fashion apparel brands UCLA and Bossini.
Lifestyle Departmental stores started its journey in India with the launch of its first Lifestyle store
in Chennai in 1999. Today it has evolved as India's leading shopping destination synonymous
with fashion and gracious living. Each Lifestyle store brings together five concepts under one
roof Apparel, Footwear, Children, Homeware & Furnishing and Beauty & accessories,
offering a convenient one-stop shop for customers. Present across major
metros in India,
Lifestyle is rapidly expanding its footprint across the country.
In the year 2005, Lifestyle launched its first specialized, stand-alone home improvement store
Home Centre. Home Centre is a one stop destination for furniture, homeware and soft
furnishing that truly represents style, comfort and individuality. The stores use unique 'concept'
rooms as the display model, to give consumers a practical idea of how each piece of
furniture would look in a particular room.
Max, a division of Lifestyle International (P) Ltd., has pioneered the concept of 'value fashion
retailing' in the country, thereby offering the value conscious customer a vast choice without
compromising on the quality. It opened its 1st store in Indore in the year 2006. Max offers
merchandise which is fashionable & competitively priced making it affordable to many.
In keeping with the tradition of making every shopping experience even more rewarding
and memorable, Lifestyle introduced membership to the most privileged shopping circle in
the country The Inner Circle. As a privileged member, every shopper gets to enjoy exclusive
benefits and privileges such as reward points and exciting offers. The Inner Circle is today
recognized amongst the leading Loyalty Program in the country with an ever increasing base
of customers. The card is accepted across all Landmark Group Stores in India including
Lifestyle, Home Centre, Max Fashion, Splash, Bossini, Auchaan Hypermarket, Krispy Kreme
Doughnuts & Gloria Jean's Coffees.

AWARDS
Lifestyle International Pvt Ltd today offers a truly international shopping experience, a fact
borne by numerous accolades:

Lifestyle Receives Most Admired Fashion Retail Destination Of The Year At The Images Fashion
Awards For Three Consecutive Years 2013, 2012 & 2011

Lifestyle Awarded Most Admired Retailer Of The Year, Department Store Category At The
Images Retail Awards 2012, 2011 & 2008

Lifestyle International Pvt. Ltd. Recognized As 42nd Best Workplace In The Country And 2nd
Best Company To Work For In The Retail Sector In India By Great Place To Work Institute Survey
2013

Lifestyle International Pvt. Ltd. Recognized For 'Best HR Strategy In Line With Business' At 4th
Asia's Best Employer Brand Awards 2013

Images Most Admired Beauty Products Retailer Of The Year: Department Store Chain At
Images Beauty & Wellness Awards 2013

Retail Supply Chain Excellence Award Express Logistics & Supply Chain Conclave & Awards
2012

Lycra Images Fashion Awards For The 'Most Admired Large Format Retailer Of The Year' In
2006 For Lifestyle

'ICICI KSA Technopak Award For Retail Excellence' In 2005 For Lifestyle

'Most Respected Company In The Retail Sector' By Business World IMRB In 2003 And 2004 For
Lifestyle

17/10/2012 Lifestyle Wins 'IMAGES Most Admired Retailer Of The Year: Department Store' For
Second Year In A Row

ORGANISATIONAL STRUCTURE

VICE PRESIDENT

BUSINESS MANAGER

FINANCE DEPARTMENT

STORE MANAGER

MARKETING
DEPARTMENT

ASSISTANT STORE
MANAGER

HR DEPARTMENT

CONCEPT MANAGER

MERCHANDISE CONTROLLER

SUPERVISOR

Jr. SUPERVISOR

Sr. CUSTOMER SALES

REPRESENTATIVE

CUSTOMER SALES REPRESENTATIVE

LAND MARK - PARENT COMPNAY

VISION:
Growing customer by customer, concept by concept and country by country. The world will
call it success. We call it a sound foundation, for bigger things to come.
MISSION:
To become the foremost retailer in the Middle East, by providing its customers with a large
variety of high quality at exceptional value under one roof.
PRODUCT POLICY:
Creating an environment where every member of the organization strives towards
excellence in retailing to offer complete customer satisfaction.
QUALITY POLICY:

Providing consistent quality in all our products and services by adopting the highest
standard of quality.
Providing and unparalleled shopping experience
Creating an environment where every member of the organization strives towards
excellence in retailing to offer complete customer satisfaction.

GROUP PHILOSOPHY:

Complete customer satisfaction

To aspire to be the no:1 in each field of operation
International standards
Research and development
Manpower development and training
Total quality approach
Cost control
Speed and simplicity
Transparent

INSTORE POLICY
ALTERATIONS POLICY

Usually length, waist, sleeves and side seams are altered. Sleeves are also attached
to sleeveless kurtas.
Four tailors are employed.
Usually time taken is 1 hour but during off sale 24 hours are taken.
A book is maintained for records of alterations
White slip from the book is given to the customer, pink is given to the tailor and yellow
is kept for reference. If the customer loses his white slip, another declaration for lost
delivery slip is given to him.
The altered merchandise can be collected from the delivery counter.

EXCHANGE POLICY

Exchange is usually required for sizes, gifts, colour bleeding.

If there is manufacturing defect fund and there are no more pieces of the same
merchandise present then cash is refunded to the customer, it also includes the case
of extreme cases then also cash refund takes place.
Exchange is allowed within 15 days of purchase, provided items to be exchanged
are intact, unused and good condition along with original lifestyle barcode.
Original invoice is produced as a proof of purchase
Validity of credit note will be for six months from the date of issue.

TRIAL ROOM POLICY

Take a token from the security personnel.

Please take not more than five garments at a time.
Check your belongings before leaving the trial room.
Please avoid any stains on the garment.
Management is not responsible for any loss.

CORPORATE SOCIAL RESPONSIBILITY

The Landmark Group firmly believes that, a business entity is responsible for the wellbeing of
the community and society it operates in. By playing an active role in making positive
changes, the Group chooses to pay back to the society.
Our commitment as a Group to Corporate Social Responsibility (CSR) is not merely about
charity and the likes, but playing a more responsible part in the society, be it within the
organization, towards our stakeholders, environment or society.
HEALTH INITIATIVES

Beat Diabetes
Diabetes is fast proving to be the one of biggest ailments around the world.
Over 382 million people worldwide are living with Diabetes
The number of people living with diabetes is predicted to reach 592 million by 2035
Sedentary lifestyle, unhealthy eating habits, lack of exercise, are some of the reasons,
why the incidence of diabetes is extremely high in the Middle East & India
Keeping in mind the seriousness of the issue, Landmark Group adopted Diabetes as part of its
CSR initiative. Through the 'Beat Diabetes' initiative, the Group aims create awareness &
educate people about the condition.
The initiative was launched in 2009 in UAE and currently extends across Kuwait, Oman, Qatar,
Bahrain, Saudi Arabia and India. Every year in the month of November walkathons are
organized across the 7 countries and in 2013, over 60,000 people participated in these walks.
The Group also conducts free blood glucose testing and last year over 80,000 benefited from
these
camps.

ENVIRONMANTAL INITIATIVES

Responsibility towards the environment

The Group realizes that the environment is very important and in urgent need of attention. In
an effort to do its bit, Landmark Group has adopted various eco-friendly initiatives at its stores
and offices, to face the growing challenges to protect the environment in the retail industry.
Some of its notable contributions include:
Adoption of eco-friendly recycled paper for stationery requirements
Implementation of stringent health and safety measures across all warehouse facilities
Use of non-polluting equipments and proper maintenance of assets at the supply
chain
Effective waste collection drive
Ongoing recycling initiatives
The Groups central logistics and re-distribution centre has reduced its water and
electricity consumption by 5% and took steps to earn the ISO 14001 for the
environment
The Landmark Group has also embarked on an exercise to measure the carbon
footprint of all its 5 facilities at the Jebel Ali Free Zone, Dubai

Community Initiatives

Responsibility towards the community

As a responsible social citizen, the Group seeks to actively support initiatives of noteworthy
organizations within the community.
Constantly exploring new means to contribute to the society, the Landmark Group has tied
up with various organizations through its wide retail network, to make a difference to the
society.

Some notable community initiatives, which the Group participated in;

Building an auditorium for Rashid Paediatric Therapy Centre
Green Abu Dhabi project
Ongoing initiatives:
Promoting local talent through Art Olympiad held in Kuwait
Participation in Dubai Cares - School Feeding Campaign
Funding education for deserving children at the Al Ihsan Charity
Spreading awareness for the safety of our future generation through Babyshop's,
Child Safety First Campaign
Blood Donation Campaign with Dubai Health Authority for Thalassemia patients

LIFE

Landmark International Foundation for Empowerment

LIFE Trust, founded in 2000, is an NGO that works in collaboration with the Government to
introduce various programs at the school and pre-school level in order to improve the quality
and accountability of the education system for the underprivileged children. It believes that
every child should have the right to explore his talents and chase his dreams, and he can
only do so if he is provided a platform for growth.
The Vision for LIFE is: "Empowerment of the underprivileged through creative education"
Since its inception, LIFE Trust has been able to affect the lives of over 50,000 children annually
in Mumbai, Chennai and Bangalore in India.
LIFE's mission of 'education' translates into the following programs:
Skills Development & Women Empowerment
School Development program
Integrated Child Development Scheme (ICDS)
LIFE Centre for Learning Disabilities
Vocational Training
Training centre for Youth-Career skills for under-privileged youth
Turnover, market share, number of employees, financial status

PRODUCT MIX
Concepts at Lifestyle:
Splash, Lifestyle, Baby shop, Shoe mart and home centre function as separate stores abroad
but in India lifestyle offers the customers all the concepts within one store to make shopping
a complete experience.
Brief on concepts:

BABY SHOP

This concept caters to the needs of the growing years. It has apparels, toys, nursery products,
school and stationary products and accessories for children. Most of the products for infants
and nursery are imported. This concept is the first baby of Lifestyle. It is the favourite concept
of children as it offers them the newest and a very large collection of apparels, toys, school
stationary.

SHOE MART

This concept caters to the footwear needs of men, ladies and children. It provides the
customers with all the new styles in footwear. It also offers many foot care products, hosiery,
luggage and ladies hand bags. The brands offered here are the most trusted and liked by
the customers of Lifestyle. It offers formal, casual, sports and ethnic shoes. It offers a wide
range in all the categories.

SPLASH

This concept offers apparels and accessories for men and women. It offers the most new
styles of the season, carefully selected by the buying team. The brands found here are a big
name by themselves and the in house brands offer the best quality and the most stylish and
trendy collections. Anything that is seen on the Indian fashion scene internationally can be
found here. Formals, casuals, denims, ethnic, accessories and innerwear can be found here.

HOME CENTER

This concept caters to all the merchandise required to make a house A home. A varied
collection of soft furnishings, glassware, kitchen utensils, furniture, plastics and bath, garden
and gift products, is offered. Most of the products here are imported, thus giving different
options to customers from what the competitors give. This pulls the customers back to the
concept over and again.

LIFESTYLE

This concept offers all the lifestyle defining products. It has fine jewellery, watches, health and
beauty products, cosmetics, perfumes and fashion accessories. It has the most vibrant and
trendy collection of watches and fashion accessories which are a favourite of all the
customers at Lifestyle. All the new launches of the cosmetics brands can be found here. The
brands that we find here are nationally and internationally recognized, trusted and
appreciated names.

10

CUSTOMER PROFILE
Lifestyle Caters to the premium and elite customers that fall in the higher income group
levels. The core customers of lifestyle do not mind spending provided that they get quality
and exclusivity of product and service in return.
PRICING
The pricing for lifestyle is premium because of the high quality merchandise and services
offered by the store since the operational cost of the store are high premium pricing is
essential to maintain the margin.

STORE LOCATIONS IN INDIA

As of now there are 53 number of store all over India which include tier 1, tire 2 majorly and
few tier 3 cities as well.
CITIES

TOTAL NUMBER OF STORES

Ahmedabad, Amritsar, Bhopal, Chandigard,

Coimbatore, Dehradun, Gaziyabad, Jaipur,
Jalandar, Jammu, Kanpur, Kolkata,
Ludhiana, Manglore, Mohali, Nagpur, Nodia,
Surat, Vijyawada
Gurgaon
Pune
Hyderabad
Chennai
Mumbai
Banglore

ONE

TWO
THREE
FOUR
FIVE
SIX
TEN

The total retail space of 2.5 million sq ft.

11

COMPETITIVE ANALYSIS
[IN TERMS OF POSITIONING, PRICE, PRODUCT, PROMOTIONS AND PEOPLE]
COMPARITIVE ANALYSIS OF THE SHOPPERS STOP, WESTSIDE AND LIFESTYLE

ON THE BASIS OF THE PRODUCT

MENS WEAR Private label in Shoppers Stop and Lifestyle does not exist for categories like - Suits and Coats
- Jackets
- Track pants
- Shorts
- Denim Shirts
- Ethnic Wear (Lifestyle had both but price point was not distinct)
- Innerwear like Vests, Underwear, Belts, etc.
Style options available in Formal Trousers in Shoppers Stop, Lifestyle and Westside are almost
equal Value Pack of 3 T-Shirts in a set in Different colours was being promoted in both
Shoppers Stop and Lifestyle whereas it was not present in Westside. Innerwear was mostly
available in sets. More of singles counts are used for sport/casual wear shirts across all the
brands. After cotton/ cotton mix (60%) Polynosic (21%) trousers were predominantly present
in Shoppers Stop and Lifestyle.
- Fast moving size:
40 and 42 (shirt) both account 66%, 32 and 34 (Trouser) both account 62%.
- Least moving size:
46 and 44 (shirt) both account 9% only, 38 & 40 in trouser 4%.
WOMENS WEAR Presence of only Private Label in Lifestyle and Shoppers Stop in Categories:
- Formal Skirts
- Casual Skirts
Presence of only National Brands in Shoppers Stop and Lifestyle in Categories:
- Cargoes
- Track-Pants
- Shorts
- Denim Skirts
Category SKD in Lifestyle and Westside had almost similar style options. Ikat, khadi, Mangalgiri
are popular among kurtis and SKDs.
Style options available in Lifestyle and Shoppers Stop are almost Same in categories:
- Formal Shirts
- T-Shirts and Tops
- Denim Skirts
- Cargoes
- Shorts
- Denims
- Belts

12

- Slips and Spaghettis

Style options available in Lifestyle is more than that of Shoppers stop for Categories:
- Scarfs
- Kurtas
KIDS WEAR - There is a dominance of the blue and pink colors. Party wear frocks present
were constructed by material poly-cotton, poly-viscose and other synthetic blends. Wider
options are available for smaller sizes (smaller age group).
FOOTWEARS WEAR - Lifestyle has got a very strong merchandise mix as compared to its
competitors. Hawai Chappals and Kolhapuri shoes are only present in Lifestyle. It has got
more than double collection of Womens slippers than that of Shoppers Stop. It has got
more than the four times the collection of Womens casual shoes than that of Shoppers
Stop. Westside has very limited style options especially for Mens Category.

ON THE BASIS OF PRICE

Price-points of lifestyle and Shoppers Stop is almost head-on-head; except Mens Jacket,
Womens slippers, Womens Sports Shoes. The price point of Westside is prominently low as it
comprises only of Private Labels.
MENS WEAR - Maximum options were present in the price-point 1199 for both Shoppers Stop
and Lifestyle in Formal Shirts while in Westside it was in price-point 699. Highest price-point for
Suits and Jackets was present at Shoppers Stop at 16499.
WOMENS WEAR - No distinct price-points for private label and National Brands in Shoppers
Stop as well as Lifestyle for:
- Formal shirts
- Jackets
- Ethnic Wear
- Scarf
It was observed that there was a vast difference in price-points of private labels and that of
National Brands in Shoppers Stop and Lifestyle for Suits and Coats.
- Kurtas with Yolks (priced at 549) were present in Lifestyle and not in Shoppers Stop and
Westside. - Kurtas with belt (priced at 399) were present in Westside and not in Shoppers Stop
and Lifestyle
- Kurtas with pin tucks (priced at 599) were present in Westside and not in Shoppers Stop and
Lifestyle.
- Empires waistlines (priced at 499) were present in Shoppers Stop and not in Lifestyle and
Westside
KIDS WEAR - Maximum options were present in the price-point 399 for both Shoppers Stop
and Lifestyle in tops while in Westside it was in price-point 299. Maximum options were
present in the price-point 699 for both Shoppers Stop and Lifestyle in bottoms while in
Westside it was in price-point 299. Basic products of Lifestyle and Shoppers Stop start at
higher
price
points
than
those
of
Westside.

13

FOOTWEARS WEAR - Lifestyle has got maximum option available at price point 799 for
Womens Slippers. Lifestyle has got maximum option available at price point 1399 for
Womens Casual Shoes. Gaps exist in Price point of Kids Footwear in Lifestyle like Girls
shoes are available for 1500 and 1000 and there is no price point between them.

ON THE BASIS OF PROMOTION

COMPARISION OF PROMOTION
ELEMENTS

ON THE BASIS OF PEOPLE

SHOPPERS STOP

CSA Intensity

CSA Capability

Per 2 brand 3 CSAs

Strong
knowledge
base
Proper training for 3
months at the time
of joining
Good
PR
and
communication skills
No
direct
recruitment
for
senior CSAs. Juniors
are promoted as
seniors based on
their performance

LIFESTYLE

Per brand 1 CSA

WESTSIDE

Per
segment
CSAs

Strong
knowledge
base
Proper training for 6
months at the time of
joining
Good
PR
and
communication skills

Recruitment as per
their qualification and
experience.
Qualification
graduates as seniors
CSAs and 10+2 as
junior CSAs

3-4

Basic knowledge
of
particular
segment
Proper training for
6 months at the
time of joining
Good PR and
communication
skills

Remuneration

12th pass 4000 (gross)

Senior CSA 6000-8000

14

Gross salary-6200/-

structure
incentives
schemes

and

Graduates 6000-8000
(gross)
Incentives on the basis of
sale.

(gross)
Juniors CSA -4000-8000
(gross)
Incentives on the basis of
sale.

In hand 5664/Incentives on the

basis of sale.

ON THE BASIS OF POSITIONING

COMPARISION OF
POSITIONING ELEMENTS

SHOPPERS STOP

LIFESTYLE

WESTSIDE

When they started ?

1991 in Mumbai

1999 in Chennai

1998 in Bangalore

How they started ?

The Rahejas had a

property which they
wanted to make
commercially viable.

Lifestyle is a part of
the Landmark Group,
a Dubai based retail
chain which made its
way in India thrugh
fashion retailing.

Lakme took over

Littlewoods of UK
store
(opened
in
Banglore), which is
now
known
as
Westside owned by
Trent.

Taglines

First
campaign
idea emerged :
Shoppers Stop:
The
Ultimate

15

Your Store. Your

Style

Started
with
Surprisingly
Affordable Price
New idea Keep

Trial Rooms

Present Positioning

Shopping
Experience
Second
idea
Feel
the
Expercience
while you shop
Next, Shoppers
Stop
adopted
the platform as
Shopping and
Beyond
New idea Start
Something New

your style alive

More in number

Mirrors on 2 sides;
size of mirroes
smaller
Mirrors
not
aligned
from
edge to edge
due to which the
size
seems
smaller although
it is bigger than
that of lifestyle.

More than that of

Westside
but
lesser than that of
Shoppers Stop
Mirrors on three
sides
aligned
from edge to
egde
which
makes it looks
spacious.

Currently
operating
stores

Currently
operating
stores

24

16

13

Least in number,
only 4 on each
floor
Biggest in size
but mirror on
one side only.

Currently
operating
stores

29

EXPANSION PLANS
According to an article Lifestyle International reports strong increase in sales

Stable prices, market share gains, improved product mix drive a recovery in demand
By: Mihir Dalal
First Published: Mon, Sep 02 2013. 12 03 AM IST
Ref: http://www.livemint.com/Industry/Pg1QzUDRKuBgYDAKpekISI/Lifestyle-International-reportsstrong-increase-in-sales.html?utm_source=copy
Lifestyle International Pvt. Ltd , which owns the eponymous department stores, apparel
retailer Max and home furnishings and furniture seller Home Centre , is reporting a strong
increase in sales as stable prices, market share gains and an improved product mix drive a
recovery in demand. So far this year, Lifestyle has reported a strong double-digit increase in
same-store sales, or sales at stores that are open for at least a year, across all its chains,
managing director Kabir Lumba said in an interview. Same-store sales had dropped to single
digits last year due to increased prices. Our growth last year was below our expectations
because some new stores did not open as malls got delayed. But demands been very good
this year. Product mix has improved a lotbetter presentation, better aesthetics and sharper
pricing. Weve introduced newer price points across price levels, Lumba said. After a slump
in growth last year, retailers including Shoppers Stop Ltd and Rs. Future Retail Ltd have
reported strong sales so far this year, mainly because of stable prices and strong demand
during the traditional discount sale period. However, growth will surely moderate for Lifestyle
and others from now on given the persistent weakness in the economy as well as the slump in
the rupee, which would force retailers to increase product prices by 5-7%, Lumba warned.
Overall, Lifestyle, one of Indias largest retailers, expects sales to grow 25-30% for the year to
March from Rs.3,000 crore last year. Same-store sales growth will also reduce; from high
double digit, it will come down to low double digit, Lumba said. The Landmark Groupowned company plans to open 20 Max stores, 6-7 Lifestyle stores and 1-2 Home Centre stores
this year. In future, a majority of the new stores will be for its Max brand. Max, which
competes with Westside and Reliance Trends, is one of the few brands in the so-called value
fashion space in India where many apparel shoppers, especially women, prefer lower priced
but attractive looking products. It is surprising that more players arent competing in this
space. In India, supply pyramid is opposite of demand period. My analogy is that everyone is
trying to sell high-end French pastries for breakfast but no one wants to sell aloo parathas,
Lumba said. He forecasts that within six years, Max, which is expected to report sales of
Rs.1,100 crore this year, will be a bigger brand than Lifestyle. The company overall has set a
target of generating sales of Rs.5,500 crore within five years from Rs.3,000 crore currently,
Lumba said. Abneesh Roy, analyst at Edelweiss Securities said, Most retailers have done well
this year and 25-30% growth is achievable especially if you consider the same store sales
numbers. He added, Lifestyle because it is unlisted also has the advantage of being able
to expand without being under pressure to deliver profits every quarter. Apart from Lifestyle
and Max, Home Centre is the companys other significant contributor to business. During an
economic slowdown furniture and home furnishings tend to take a bigger hit than many
other products because they are significantly more expensive. However, Lumba said Lifestyle
is increasing the size of its Home Centre stores to roughly 25,000-35,000 square feet from
15,000-25,000 square feet earlier. In furniture, a lot of players have slowed down. So while
theres pressure (on the demand side), there are constraints on the supply side as well. So
weve gained a lot of market share and thats where most of the growth in Home Centre is
coming from, he said. During the non-sale season its very difficult for companies like
Shoppers Stop and Lifestyle to get footfalls because they dont offer great value. Max serves
that need gap through the year, Edelweiss Roy said. Traditional retailers such as Lifestyle are

17

facing growing competition from online retailers such as Myntra.com and Flipkart.com,
which offer large discounts through the year and are improving their merchandise and
reducing order delivery time. Online is here to stay. Youngsters are buying a lot online. Its
not like were going to stay out of it forever. But currently a lot of online players are burning
cash. I think by 2015-2016 a lot of companies will enter (online) because by then therell be a
critical mass of people wholl be shopping online, Lumba said.

As Lifestyle stores parent company Landmark Group is a private ltd. Therefore the annual
financial report has not been disclosed for the public. Due to the above reason the following
information are unavailable

1. Number of employees
2. Annual turnover
3. Profit percentage
4. Market share

18

REFERNECES

http://www.landmarkgroup.com/social-responsibility/
http://www.lifestylestores.com/
http://www.shoppersstop.com/
https://www.mywestside.com/Home.aspx
http://www.livemint.com/Industry/Pg1QzUDRKuBgYDAKpekISI/Lifestyle-International-reportsstrong-increase-in-sales.html?utm_source=copy

19