Hopping ahead with the times

 

 

If you think visiting a dull, government-sponsored greengrocery store will be the last thing on your to-do list, you better revise that list. Your neighbourhood HOPCOMS outlet (Horticulture Producer Cooperative Marketing and Processing Society) is all set to undergo a complete makeover and get that swanky look, much like its modern counterparts in the private sector.

In an obvious move to keep pace with the private retail players, which have weaned away many customers from government-sponsored outlets and old fashioned sabji mandis, the horticulture department of Karnataka has announced its decision to give these dreary HOPCOMS outlets a much-needed facelift.

If all goes according to the plan, these outlets will be replaced by bright and clean stores where customers can buy their daily dose of fresh fruits and vegetables in the comfort of an air-conditioned environment.

With the department determined to bring in revolutionary changes in the sector, these outlets are not the only ones to get a new lease of life. That the farmers should get good prices for their horticultural products is also high on the state government’s agenda. For this purpose, it is planning to obtain fruits and vegetables directly from farmers and market them through HOPCOMS outlets.

It will be a win-win situation for both the farmers and the customers, says Dr Vasanth Kumar, director of the horticulture department. “Since the HOPCOMS will purchase the products directly from the farmers, there will no middlemen involved, and the farmers will get better prices. Besides, our customers will also get fresh fruits and vegetables.”

Taking a cue from the success of the Karnataka Milk Factory with its brand of ‘Nandini’ milk products, the horticulture department also has plans to give a brand name to products that will be sold from HOPCOM outlets.

The state government has already approved a grant of Rupees five crore for HOPCOMS renovation and may provide more assistance later as per the requirements, informs the director. With consumerism being the new-age mantra, shopping is no longer just about purchasing goods; it is about how the products are packaged and presented; it is about the whole experience. And this is where old-fashioned HOPCOMS outlets have lost out to the new-age retail stores.

Though a large percentage of customers have shifted their loyalties from their old greengrocers to the new retail stores, DM Dubbanna, HOPCOMS manager (procurement and marketing), insists that though the number of private participators have increased, it has not affected HOPCOMS’ annual turnover of Rs 60 crore. Meanwhile, officials estimate that this turnover will double once the outlets are renovated.

With the private players already having written their retail success stories, it remains to be seen if HOPCOMS in its new trendy avatar can pull in today’s new-age customers.