The Suma MA Strategy: Transforming a Traditional Brand into a B2B/B2C Retail Leader (The Kerala State Coir Success)
Author: Suma MA, Founder & Retail Strategist, Vaishnavi Innovations
For over 8 years, our team, under the guidance of my retail principles, partnered with the Kerala State Coir Corporation. Our mission: transform a traditional manufacturing entity into a modern, profitable retail powerhouse. This success is a core example of the strategy I detail in my book, Understanding Retail.
The transformation relied on three key strategic shifts:
- Shift 1: Premium Market Positioning.
- Strategy: We moved the narrative from ‘mats and coir’ (a commodity) to ‘sustainable home décor and flooring’ (a premium lifestyle product). This allowed for higher margins and entry into better retail spaces.
- Shift 2: Strategic Large Retail Partnerships.
- Action: Placement is everything. We successfully positioned Kerala Coir products in major retail chains like Reliance, D-Mart, and Metro. This B2B volume drastically changed their market reach.
- Shift 3: Customer Service as the Competitive Edge.
- Principle: As I emphasize in my Tata McGraw-Hill publication, Customer Service Handbook for Retail Trainers, excellent service is non-negotiable for premium pricing. We implemented training to elevate the in-store experience.
About the Author: Suma MA, Founder & Retail Strategist
Suma MA is the Founder of Vaishnavi Innovations, a Retail Strategist with over 22 years of experience, and a former Retail Assessor for the Retailers Association of India (RAI). She is the published author of the core retail texts, Understanding Retail and Customer Service Handbook for Retail Trainers.
