Riding on CSR Bus
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Riding on CSR Bus

 The Bombay Store recently tied up with the NGO, Magic Bus. Here, Mr. Anaggh Desai, CEO, talks to us about this recent alliance.


Aadeetya Sriram (AS): What sort of merchandise Magic Bus is planning to introduce in alliance with The Bombay Store?

Anaggh Desai (AD): The Bombay Store has entered into a strategic alliance with the Magic Bus and has introduced a variety of product range that is designed by Design Stack. These include T-shirts, key chains, coffee mugs, watches, satchel bags and card holders. Currently, these are exclusively retailed at The Bombay Store outlets with plans to be retailed at other outlets with other designs and merchandise. We along with the Magic Bus also plan to introduce other range of merchandise in the near future.

AS: Who will be the target audience and what will be the price range of this merchandise?

AD: The Magic Bus merchandise is youthful and contemporary that is designed keeping in mind the young audiences that are between the age group of 7-17 years. These products are priced keeping the marketing standards and hence are available from Rs. 75/- onwards.

AS: Have you done any kind of market survey prior to the launch of this merchandise?

AD: There was an informal dip stick studies conducted via our  stores, social media etc to see how people would respond to a cause. Besides this, we had the Magic Bus experience of the past couple of years where they had been selling some limited number of merchandise via the web.

AS: What is the USP of this range of merchandise?

AD: The Magic Bus merchandise is designed keeping in mind the principles of the NGO that promotes gender equality, education and health & hygiene through the medium of sport. The merchandise reflects all these pillars in their product range.

AS: What's the idea behind such an initiative? How both the parties, The Bombay Store as well as Magic Bus, will be benefiting by such venture?

AD: Keeping corporate social responsibility as one of the prime objectives of the Bombay Store and its mission to contribute towards the society and help in the betterment of contemporary India. The Bombay Store has entered into a strategic alliance with the Magic Bus to provide an exclusive range of merchandise that will help promoting the products and in increasing sales. The store is creating a special space that will be dedicated to display all the Magic Bus products. The revenues earned from the sale of this product range will be utilised for Magic Bus activities and child development programmes.

AS: Why did Magic Bus select The Bombay Store as its retail partner to launch its products?

AD: Founder of Magic Bus and the CEO of The Bombay Store are old colleagues who were jointly responsible for some successful launches in the past and reconnected when MB wanted to display posters at the TBS outlets. Reliving the old days over coffee, TBS said let's do something bigger, better & far reaching. From concept to execution, this was completed in less than 70 days.

AS: What other CSR initiatives have been undertaken by The Bombay Store?

AD: As corporate social responsibility is our prime objective, we tie-up with a lot of NGO’s as well as artisans and craftsman from various villages to sell their products. We also plan to open an NGO corner at our heritage store that will have showcase an array of products only dedicated for NGO’s and help in the development of contemporary India.


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