BIG BAZAAR is a brand that is a symbol of middle class abundance, aspiration for a better living curiosity and thirst for new consumption experiences, and in general of middle India modernity and sophistication–not westernisation but better Indian ways of doing things. If Infosys represents the journey of India abroad in the productivity and earning space, Big Bazaar represents the journey of India at home in the consumption and spending space. Big Bazaar brand’s relationship with its customers is what makes it so special. An old brand health question used to be not “what do you think of the brand?” but “what do you think the brand thinks of you?”.

Big Bazaar thinks you are worth it even if you are not “hi-fi”; it doesn’t expect you to speak good English, know how to read signs in straight aisles and work with checklists. It doesn’t laugh at you because you are a first time buyer of melmoware or aprons or fancy mops or brooms. It is your partner in discovery of what you can have. It delights with you in the little joys of consumption.

All are welcome to the Big Bazaar fraternity. The brand is quintessentially Indian, hard working and authentic. Consuming it is the logical next step up the ladder for the “aspirational class” who are pragmatic about their consumption and not easily swayed by seductive offers of what they don’t think is good value for money.

BRAND
MILESTONES

• Launched in 2001 by entrepreneur Kishore Biyani when modern or organized retail was still a niche concept
• The same year, three Big Bazaar stores launched in Kolkata, Bangalore and Hyderabad
• Introduces several campaigns such as “The Great Exchange Offer” and “Sabse Sasta Din” to attract many more middle class households
• Over the next four years, launches private brands in categories such as food, consumer electronics and fashion
• The Big Bazaar franchise expands into Electronic Bazaar, Furniture Bazaar, and Mobile Bazaar by 2005
• In 2008, 100th store is launched and this makes Big Bazaar the first hypermarket format to have expanded so fast
• In 2010, launches products in key consumer products categories under the brand name Sach, co-created in partnership with cricketer Sachin Tendulkar

BRAND PERSONALITY

ACCORDING TO VIBHA PAUL RISHI, DIRECTOR, CONSUMER STRATEGY, FUTURE GROUP, BIG BAZAAR STANDS FOR AFFORDABILITY, RANGE, ABUNDANCE, AND LOCALISED PRODUCTS. THE BRAND REPRESENTS ORGANISED CHAOS AND ITS COMMUNICATION IS DIRECT AND SIMPLE WITH POSITIVE EMOTIONS. THE BRAND’S IMAGE IS LARGER THAN LIFE. MOST IMPORTANTLY, THE EXPERIENCE OF THE BRAND IS VERY INDIAN. IT IS INCLUSIVE AND IT STANDS FOR DISCOVERY