Retailing at

General profile

It is a specialty stores and independent off-price

retail stores.
Deals with kids wear, apparels and accessories
Started by Mr. Sanjeev Narula in 1991.
 History
Sanjeev Narula setup a small unit with 25 sewing machines in Delhi’s
Govindpuri area.
He employed 4 people and hired tailors on contract to take up
fabrication work for exporters.
Started with the 1lakh of investment which came from his own
savings and as a loan from his father.
He closed 1990-91 with the turnover of Rs. 8 lakhs and it proved as a
turning point.
April 2003 - Opened the first store at Delhi.
Then booked shops in upcoming malls over the country in five years.
Internationally Lilliput entered in Bahrain in 2007, China in March
2008 and Egypt in June 2008 with 5 stores
 Lilliput’s Clienteles

In USA:

In UK:
In France:

In South Africa:

In Germany:
 Strength statistics
STRENGTH STATISTICS

Exclusive brand outlets Over 250

Shop-in-shop in multi-brand 250

outlets
Distributors 35

Cities 150

Point of sale 1000+

Channel Partners
 Retailers marketing Decision

Target market:
In Lilliput, the market is targeted kids only. The
segmentation is done according to the age group. It
starts from age of 3 months to 12 years.
Service/store atmosphere:
The atmosphere of Lilliput is created by putting
wallpapers of kids wearing Lilliput's dress or
accessories. Window displays, dresses arranged
systematically
 Product assortment
The products are categorized in 6 categories:
Infant
Toddler
Boys
Girls
Icon wear
Party wear
Accessories
Infants
Toddlers
Boys
Girls
Icon wear
Party wear
Accessories
Price:
The pricing of Lilliput dresses and accessories
are decided by the management (Sanjeev Narula).
The price of the dresses varies according to the
age group of kids.
The pricing of Lilliput dresses and accessories is
done by odd pricing of “5”. The difference in
pricing of age group is gap of Rs. 100.
After the apparels are launched, the price of it is
reduced after 2-3 months by keeping offers.
 Discount for Lilliput loyal customers
Tie-up from Related to % of discount Tie up for

Pizza hut Food 10% Delhi NCR

VLCC Beauty and fitness Up to 30% Pan India

Himalaya Opticals 10% Pan India

Dalmia Resorts Resorts Up to 20% Pan India

The Chakraas Kitchen, Louncen 20% Delhi NCR

bar

Donut Master Food 15% & 20% Delhi NCR

Yo! China Food 15% & 10% Pan India

Navratna Jewelers 20% & 15% Delhi NCR

Buds n Blooms Florist 20% Pan India

Promotion decision:
The promotion decision is taken by Mr. Sanjeev Narula.

Till now 2 TV advertisements have been done where the kids wear
is promoted by a fashion show.

Lilliput has also promoted their kids wear through movies like
“Bhootnath” and “Love Story 2050”.

It conducts fashion shows with their new collections such as

“Spring Summer Collection ‘10” and “Autumn-Winter Collection
‘09”.
Location:
The Lilliput outlet is situated at Bogarves
Circle, opposite to Nucleus Mall. It is a central
location place where many branded outlets are
available; in which Lilliput is the one.
 Future of Retailing

In Belgaum, only one store is available and

according to the policies, there should be one
store in the city. So, there is no future of getting
more outlets in Belgaum. But it is possible to
showcase the Lilliput brands in Big Bazaar.