Key Retailer Report
November 2012
Metro operates on a cash & carry model and started its operations in India in
2003 with two distribution centers in Bangalore. It operates on B2B
wholesale concept with vast range of products (food and non food) under
one roof. Metro is a modern format of wholesale trading, catering only to
business customers.
It is a part of German based METRO Group that was created
in 1996 through the merger of leading trading companies.
METRO Cash & Carry is an international self-service
wholesale retailer. It operates across Europe and in some
countries of Asia and Northern Africa.
The group includes:
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Metro / Makro Cash & Carry, the world’s market leader in
cash and carry
Real hypermarkets and Extra supermarkets
Media Market and Saturn, Europe’s leader in consumer
electronic retailing
Galeria Kaufhof department stores
Website: www.metro.co.in
Contact Information (buying office)
Metro
Number 26/3 Industrial Suburbs
A Block, Subramanian Nagar,
Ward No-9 (Yeshwanthpur)
Bangalore 560055 Karnataka
India
Tel: +90 80 22192000
Mr. Rajeev Bakshi, Managing Director
Email: Rajeev.bakshi@metro.co.in
Background Information
Year Established: Metro opened its first store in India in 2003.
Store Locations: The company has 11 stores stores across
Bangalore, Hyderabad, Kolkatta, Mumbai, Ludhiana, Jalandhar,
Jaipur and Delhi.
Average Store Size: Metro stores are of an average size of 40,000
sq. ft. plus approximately 4300 sq. ft. of an open market area selling commodities outside the store
in the early hours.
Type of Store: Cash & carry
Position within the Market: Metro is positioned to target wholesalers and customers from hotels,
restaurants and cafes. The stores ensure availability of products in required quantities. The stores
have extended business hours and are opened 7 days a week from 6 a.m. to 10 p.m.
(Continued on back)
Target Consumer: Metro operates on B2B model catering to small
traders and institutional clients like hotels, restaurants and corporations
who are license holders.
Stores and Products
Product Categories:
Food: The stores offer around 8,000 food items.
Non-Food:The store offers a wide array of over 10,000 non food items
including:
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Office equipment
Home electronics
Home textiles
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Media / Accessories
Housewares & home décor
Toys & sport
Pricing Strategy: With huge purchasing power and efficient operations, Metro aims to provide quality products at
the best prices to wholesalers.
Quality/Design/Branding Strategy: Strict quality checks and modern storage technology including cold storage
ensures the best quality.
Company Brands & Private Labels Sold: Metro has its own brands with brands available in India including: ARO
(all categories of products), Quality Products (hotel & restaurant products), Lambertazzi (leather products), Sigma
(office), Tarrington House (home textiles), Alaska (household appliances), Active (sport products), Authentic
(apparel) and Varesa (housewares).
Key Marketing Tools & Promotions: Every two weeks, the dealers receive the catalog, METRO Mail, with over
300 offers for business at the best wholesale prices as well as instant alerts through email and SMS. Metro gives
cash or credit refund for the products returned within 7 days from the date of purchase in the original packaging.
All purchases made at Metro come with a warranty that entitles customers to free services, repairs or exchanges.
Metro has set up a dedicated supply chain channel for hotels and restaurants and has signed contracts with hotel
chains, such as the Taj and Oberoi, for supply on a national basis. Metro also offers gifts for making purchase over
certain value.
Direct mailings are regularly sent with attractive special offers, targeting selected customer groups with offers that
are focused on their individual business needs. Metro also uses the ‘Bandhan’ training program, which teaches
employees how to engage with customers and empower the traditional neighborhood shopkeeper to remain
competitive in the changing economic scenario.
Suppliers and Sourcing
Sourcing: Metro works with with a range of local producers, suppliers and cooperatives to source its products,
especially in fresh categories. It also sources from farmers from major farming areas.
Expansion plans: Metro is planning to open wholesale stores in Tier-1 and Tier-2 cities and plans to open
8 stores a year with the aim to have 50 cash and carry stores across India by 2016. It is looking at expansion in
40 cities across India.
The Metro profile created by:
Nagesh Consults, India