MAM
“Retailers need to align with their customers’ values” – Grauer & Weil’s Santush Pandde
Mumbai: Imagine walking into a store that knows your preferences better than you do, one that prioritises eco-friendly packaging and proudly displays its local community partnerships. This isn’t the future—it’s now. Consumer behavior has undergone a seismic shift, demanding that retailers rethink their strategies to stay relevant in a competitive landscape.
Indiantelevision.com Sreeyom Sil sat down with Grauer & Weil (India) Limited (Growel’s 101 Mall), COO of real estate, Santush Pandde to explore how retailers can navigate this transformation and thrive in an era defined by digital dominance, sustainability, and personalised experiences.
What are the major factors driving changes in consumer behavior today?
The pandemic has accelerated trends already underway. Consumers today are more informed, socially conscious, and environmentally aware. They expect transparency, ethical practices, and meaningful engagement from brands. Sustainability is now a priority, not an option. Digital transformation has also changed how consumers shop—they seek personalised, seamless experiences across channels.
How should retailers respond to this shift in consumer priorities?
Retailers must go beyond merely offering products. They need to align with their customers’ values and focus on long-term relationship-building. Personalised shopping experiences, omnichannel engagement, and sustainability must form the pillars of their strategy. By doing so, they foster loyalty and remain competitive.
Can you elaborate on the role of digital tools in modern retail strategies?
Digital engagement is a cornerstone of retail success. Techniques like live-stream shopping and influencer partnerships are not just trends; they are essential for creating emotional connections with consumers. Interactive campaigns, like sustainability-themed challenges or eco-friendly reward programs, resonate deeply. These efforts not only drive sales but also demonstrate a brand’s commitment to shared values.
Why is sustainability so crucial for retail brands today?
Consumers are no longer passive shoppers; they actively seek brands that align with their values. Sustainable practices—such as reducing waste, using eco-friendly materials, and ethical sourcing—are non-negotiable. Transparency in these efforts builds trust. Retailers embracing sustainability don’t just attract environmentally conscious customers; they ensure long-term loyalty and distinguish themselves from competitors.
How can community engagement enhance a retailer’s brand image?
Community engagement humanises a brand. The “shop local” movement has gained momentum, making it vital for retailers to actively participate in their communities. Hosting local events, collaborating with nearby businesses, or supporting neighborhood initiatives can deepen consumer trust. Social media amplifies these efforts, allowing retailers to showcase their authentic commitment to their communities.
How can retailers balance digital and in-store experiences?
While digital tools are essential, physical stores remain important for categories like fashion and luxury. Omnichannel strategies—such as “click and collect” or in-store kiosks for online browsing—bridge the gap between the two worlds. Retailers must focus on creating seamless transitions, offering the convenience of digital with the tactile engagement of in-store experiences.
What practical steps should retailers take to future-proof their marketing mix?
Retailers need to reassess their approach constantly. Highlighting the distinct advantages of both online and offline shopping is key. For example, digital tools can provide convenience, while physical stores can offer curated, immersive experiences. The goal is to create a hybrid model that appeals to a broad customer base.
What is the ultimate takeaway for retailers aiming to adapt to this new era?
The retail landscape is evolving rapidly. Brands that prioritise sustainability, embrace digital tools, and invest in community connections will stay ahead. The ability to adapt, remain agile, and understand consumer values is critical. In the end, it’s about creating personalised, meaningful experiences that balance digital innovation with traditional engagement.
By aligning with shifting consumer mindsets, retailers not only ensure their relevance but also foster enduring loyalty. The road ahead may be complex, but the destination—deeper connections and greater success—is well worth the effort.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
