
Innumerable times I have thought, ‘Won’t opening a General store make me so much money?’ Innumerable times I have envied the shopkeeper who counted the pile of notes while returning my change. But only once did I manage to speak and be baffled by coming to know how the funda of running a store really is. The stock that is kept in the store is extremely alluring and you so wish that you owned it all. Nevertheless, as you dig deep you realize it isn’t all that easy.
Mr. Surendranath started his ice cream parlour cum general store ‘SNOWPOINT’ at Kalpak estate almost 6-8 years back. Things have changed ever since as demands are now different from what they used to be. ‘A phone booth used to be a complete hit back then and I made a lot of profit from it. But now, with the advent of the mobile phone, selling recharges is the order of the day.’ But how did one really operate the business strategy in a phone booth, I asked out of sheer curiosity? ‘Well, the booth and the system were all provided by MTNL or whoever the service provider was. At the end of every month, they would send us the bill. One had to pay only 75% of the quoted charge. The rest would be our profit money.’
The items that are stocked and sold include food products such as varieties of ice creams right from kulfi of Rs.2/- to ice cream cones, cups, bars; wafers, chocolates, samosas, chiwda and chaklis. The ice creams were of the brands Amul, Vadilal and Kwality Walls. The shop also stocked stationery items which were sourced from Abdul Rehman Street at Crawford Market. Stationery was bought from there in a wholesale quantity and sold here. The store basically sold all items of general use except pharmaceutical products.
How did this deal allow our proprietor to make a profit then? Well, apparently a margin of 20-25% was earned between wholesaling and retailing these items. A bulk quantity was bought so that a larger amount of profit margin was earned. This margin could go upto 35%. However, one had to be careful as to what products were purchased in wholesale or else the investment would become stagnant. For example, in the months from February to April, most students had exams and hence, products such as writing pads, pens, pencils, very more in demand. During the summer, a lot of art material is in demand as hobby classes start of. When schools and colleges reopen in June, there is demand for book covers, notebooks, and school and college bags, book labels and so on. If one stocks up on notebooks and book covers in April, no one will buy them and the stock will be stagnant and won’t move.
Also not to forget, the most profitable and product-in-demand always are soft drinks which of course allow Mr. Surendranath to make a good profit. He reveals, ‘The company provides the refrigerators and promotional material, allowing us to make a regular investment. The companies which I have stocked up are Parle, Coke and Pepsicola. They don’t allow us to keep credit. For a crate of 100 bottles, we are given 10 bottles for free. The brands which are in demand always like Coke and Pepsi are stocked in a large amount and other brands like Maaza, Minute Maid and stocked in average quantities. We apply cooling charges of about Rs.2/- or so and hence earn profits. The delivery is done by the company itself and hence we don’t have to pay for that. There are nil transportation charges.’
So does this whole deal and business that he started benefit him? ‘Well, I had invested almost a lakh in setting up this whole business. I have employed two boys to assist me who work in shifts. I pay them Rs. 2, 500/- every month including their lunch and snacks. I pay a rent of Rs.10, 000/- and the incidental charges (which include taxes, police, BMC license, etc) are almost Rs. 1,000/-. The electricity and other expenses are almost about Rs. 4,000/-. And the expenses on stock is Rs. 20,000/-. My turnover is Rs. 40,000/-. So you can say I make a profit of Rs.15, 000/- every month.’
Not all that lucrative to be true, but yeah, the whole deal does include a lot of effort. And considering the rising prices today, the scene is getting tougher to handle. ‘Well yes. We are losing quite some customers who prefer malls now-a-days. The malls offer lucrative deals and discounts and people also prefer buying in bulk all that they need when they get their salaries at the month end. Also, not to forget, a lot of people are becoming aware of wholesale markets which weren’t the case earlier. After all, who wouldn’t want to save at this point of time when costs are skyrocketing and the pocket is getting tighter?’ True, then how does he manage to survive in such times? ‘Well, this is a residential area and also, there are not many such stores which offer so much at one go. There are also, not many malls around; the nearest being High Street Phoenix which again has much more of branded goods rather than economic items. So, considering the location I am making a lot of profit right now.’
Also, one doesn’t get discounts everyday nor does one always have the money to spend at a go. That doesn’t really spell death to the good old ‘General Store’.