What is the difference between him and others?

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DIFFERENCE

He had vision OTHErS had question mark

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HIM ??

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R Sriram
Former CEO of Crossword

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VISION

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How???

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By making sure customers are happy!!

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customer

at the centre of all its decisions.

A gut feeling and long discussions with customers on what they were looking for in a bookstore, inspired these innovations. instance, all fixtures were 4 ft 9 inches tall, keeping in mind the average height of the Indian customers. Reading tables and chairs 4/8/12 were kept for customers to browse through

For

We

knew that we were competing for two Ws: wallet and watch and we had to ensure that people spend more time with us, says Mr Sriram. international standards of book retailing to Indian customers. Like every household has a wardrobe we want to ensure that it has a bookshelf too, and we want to make a place for ourselves in that shelf, says 4/8/12 Mr Sriram. In order to increase the market,

bringing

Everyone

was very skeptical about opening shop in Ahmedabad initially but he proved them wrong as it has grown to become our largest store. a destination bookstore where people come to be informed, entertained and enlightened.
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become

Planned Approach
The

company plans to invest on an average of Rs 2-3 crore to fund its expansion plans. Currently, the average cost of setting up a Crossword destination store is between Rs 75 lakhs and Rs 1.5 crore and that of a Crossword Corner is Rs 5-10 lakhs. ensure that the cost of managing the business in a particular city is optimum, a conscious decision has been taken to enter and 4/8/12

To

Innovative Strategies
developing

new marketing strategies for book retailing in India home delivery Dial-a-book, Fax-a-book Email-a-book programmes. of an in-house caf.
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concept

to

draw people to books and to its outlets was its innovative events, which include discussions with authors

interactive

book reading sessions childrens hour pictionary contests book reading quizzes
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The store also offers a platform to literaryminded people to voice their concern on current social issues like freedom or child abuse through seminars and discussions.

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The

Crossword Book Awards was launched in 1998 to recognise and reward the best of Indian writing. The best original work of fiction in English by an Indian author was rewarded with a cash prize of Rs. 200,000 in 1998. In 1999, Crossword added a new category, Indian Language Fiction Translation into English and also increased the cash prize to Rs. 3,00,000 for each category. While, it has served its purpose, it has also enabled Crossword to create a brand equity for itself. 4/8/12

of

strengthening its online architecture and plans to offer retail services online

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We are continuously learning from our mistakes and experimenting with new ideas, hoping that it would pay back, says Mr Sriram.

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