Be consistent, focused and a perfectionist

Mr Rajiv Merchant, Chief Executive Officer, Creative Portico India Pvt. Ltd, talks about his professional itinerary in a tête-à-tête with the Retailer

 

Retailer: What prompted you to take up a career in retail?  
Rajiv Merchant (RM): A career in retail is exciting as it really tests your skills and abilities in an atmosphere of challenges and promises. After getting a management degree (marketing) from Gujarat University, I started my professional career in Ashok Fashions Ltd. At present, retail in India is evolving and provides great scope for experimentation. These aspects suit my temperament and style.

 

Retailer: What are your experiences as retail professional?
RM:
Since the beginning of 2003, I have been working with Creative Portico India Pvt. Ltd. My position was that of Business Head. At present, I am working as the Chief Executive Officer. My career has made me to associate with many fashion brand businesses. From 1994 till 2000, I was the head of garment business division at KG Denim Ltd. From 2000 to 2002, I headed the attires division at Ashima Ltd.

 

Retailer: When and how did you land up at the Creative Portico India?
RM:
After working at ‘Trigger’ jeans and ‘icon’ shirting fabrics, I was looking for newer challenges. Home Textiles was an unexplored area and everybody in the industry believed that it would, one day, grow quite big. I was introduced to Creative Portico through a friend. When I realised that our chairman, Mr Vijay Agarwal shared with me one and same vision, I was quite excited and decided to join Creative Portico.

 

Retailer: As CEO, what are your responsibilities and how do you manage day-to-day challenges?

RM: As CEO of the domestic business of Creative Portico, I have the responsibility of running the complete business and that includes increasing the profitability of the company, taking the company to greater heights and improving its organisational structure. I always believe in building a modest working atmosphere, providing a good exposure to my team, creating a very healthy work environment and in putting necessary minimum controls.

 

Retailer: What is your advice to the young aspirants? 

RM: Values I culture and would like to share with the young aspiring retail professionals are ‘honesty’ and ‘transparency’. Moreover, one should be consistent, focused and a perfectionist. He or she should be open to learning and developing good team spirit.

 

Retailer: How has the Indian consumer changed over the years?
RM:
The Indian consumer is among the smartest consumers in the world. Nowadays, vendors need to ensure that they provide the right value in their products, as customers don't mind spending lavishly on products with value. Awareness about products among consumers has increased due to good exposure, liberlisation and globalisation.

 

Retailer: What is your contribution to the company?

RM: I started the Portico project from scratch with the Creative Group. Within two years, Portico received an award for ‘brand excellence’ at Indira Marketing Awards as well as the ‘best retail presence for the year 2006’ by Mattel Toys India Pvt. Ltd. Today, Portico is the fastest growing bed and bath brand in the Indian market for the second consecutive year. Its export turnover is Rs 350 crore.

 

Retailer: Where do you see yourself five years hence?

RM: I would like to be with a leading business house in the home textile category. I would like to achieve and retain category leadership through innovative, unconventional, out of the box solutions and approaches.

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