Achieving Success in Offline Retail: Kalakaram’s Journey to 350 Stores

In a world increasingly dominated by e-commerce, the success story of Kalakaram — a toy brand that has secured a presence in over 350 offline stores across India — highlights the enduring importance of physical retail. 

By mastering the art of offline strategy, Kalakaram demonstrates how traditional retail remains a vital component of brand growth and consumer engagement.

Want to watch the video instead?

Masters’ Union PGP TBM student Nikhil Gaur, met Chaintanya Malhotra, Founder of Kalakaram, as part of our Off-Campus initiative, to understand how offline trade works in India. 

Watch this video to learn about this interaction and understand how Kalakaram cracked the offline retail markets in India:

Offline vs online: The balancing act

While e-commerce offers convenience and reach, the tactile experience of shopping in physical stores still holds strong appeal for many consumers. For brands like Kalakaram, a dual-channel approach is critical. Customers might discover products online, but offline stores provide an irreplaceable opportunity for them to interact with the product before making a purchase.

Retail strategies: More than just shelf space

Success in physical retail requires more than simply stocking shelves. Kalakaram’s strategic focus on effective branding and prime shelf placement underscores the importance of visibility. Retailers often prioritise products that stand out, and for Kalakaram, securing dedicated shelf space has been instrumental in boosting its market presence.

The packaging edge

In the offline world, packaging can make or break a sale. With rows of competing products, Kalakaram’s eye-catching and informative packaging has played a pivotal role in grabbing customer attention. Striking the right balance between aesthetics and functionality ensures that products not only look appealing but also communicate their value clearly.

The price of margins

One of the biggest hurdles for any brand entering physical retail is managing retailer expectations for higher margins. For Kalakaram, aligning its pricing strategy to meet these demands without compromising its value proposition has been a critical factor in its offline success.

Creating demand: The customer connection

Offline retail thrives on creating a compelling customer experience. Kalakaram’s ability to cultivate demand lies in understanding consumer behaviour and working closely with retailers to highlight the product’s value. Building awareness and fostering trust with both retailers and customers have been key to driving repeat sales.

Why offline still matters

Despite the rise of e-commerce, offline retail continues to dominate in certain sectors, including toys. Consumers often prefer to see and feel products before buying, making physical stores a cornerstone for many brands. For Kalakaram, offline retail isn’t just a sales channel; it’s a crucial platform for building long-term relationships with customers.

Lessons from Kalakum’s journey

Kalakaram’s success highlights the complexities of modern trade. From managing pricing wars that could damage brand perception to staying agile in response to shifting consumer preferences, thriving in offline retail demands constant adaptability.

Kalakaram’s entry into over 350 offline stores is a testament to the power of effective retail strategies. By prioritising visibility, leveraging impactful packaging, and navigating the challenges of margin negotiations, the brand has carved a niche in India’s competitive retail landscape.

As the offline retail market evolves, Kalakaram’s journey serves as a reminder that the best results come from blending traditional strategies with modern insights. Time will pass but what matters most is keeping the customer experience at the heart of every decision.