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It's a steal

At Girias, Rajajinagar, make hay while the sun shines



Customers animatedly seek information on a range of consumer goods at Girias.

IT'S THESE three things that people really want even if they can't really afford it — CTV, refrigerator, and the two-in-one. And certainly, stainless steel gas stove, cooker, frying pan, and its attendants (which they have to afford). Even the microwave, if it is priced the way it is at Girias. But it is the trio really that the salaried class is looking to have — markers of a family having reached some level of comfort and feel-good. And a place such as Girias is simply the right place to look for the three "luxurious necessities". Why? They come at prices families like. And man, are they lapping it up! Monday 10.30 a.m. is simply no time to shop, and if you see people doing that, at that time, it speaks volumes of what today's family wants. The inaugural offer is just the right trigger. Girias did that Saturday last at its new outlet in Rajajingar, West of Chord Road, and H.R. Giria, Director, Girias, swears people waited eagerly for the opening three to four days before to make the best of what they knew was coming.

Plasma TVs

The Rajajinagar outlet, Girias fifth here, is screaming come, buy what you want: the big blue board says it all, not to speak of the plasma TVs showcased in glass and the 15,000 square feet of granite flooring that rests all the brands you can name — LG, Samsung, Philips, Sony, IFB, Electrolux, Godrej, Whirlpool, Sharp, BPL, Prestige...

Customers animatedly sought information on a range of products. One of them agreed the initial offers were good. "The prices are very affordable. I am tempted to buy here," he said. Others purchased a whole range of appliances, TV sets, and washing machines. And every one of them seemed visibly pleased.

The inaugural offer is a sell-out: buy a colour TV of a particular brand and size, take another free; get an Electrolux 175 litre refrigerator at just Rs. 5,990, a Samsung washing machine at Rs. 4,990, an LG 192 microwave at Rs. 3,990, an LG vacuum cleaner at Rs. 2,790, and mobile phones at prices that threaten the Majestic markets.

To heighten the temptation, the outlet has a range of inaugural gifts, holiday packages, and 100 per cent free shopping for one "lucky customer" everyday. And discounts from 10 per cent to 40 per cent.

Girias also takes care of the cash. In case, you don't have it ready, financiers — bang in the middle of the shop — offer loans. The credentials have to be in place though. The interest rates begin at 0 per cent (is that high?), and move on to two per cent for purchases worth Rs. 30,000, and then up to 10 per cent for purchases reaching a lakh of rupees. The rates depend on the brand — one for Samsung, another for LG.

Girias does not have its popular instalment scheme, but as an alternative. "There are many financial companies that offer loans at attractive interest rates. That is why we withdrew the instalment scheme. We, however, have a tie-up with two firms at present that offer loans at good interest rates. This is to ensure easy access to finance," Mr. Giria points out. One other earlier scheme, however, of exchanging an old TV for a new one by paying the cost difference is still around and popular.

Popular outlet

Girias is 33 years into the consumer goods business in Bangalore, taking off from its very popular outlet at Gandhinagar in 1971. Its USP has been simple and straight all these years: offer the best — national and international — brands at competitive prices, prices a moderate-salaried class can afford. Prompt delivery of the product and consistent and quick service are the other pluses. "We offer service in every sense of the term — the way we interact with customers, receive them, introduce products, and most crucial the service after sales. If a customer finds a defect in a product, he or she can always approach us and we will approach the company to set right the problem. This, we do very promptly keeping in view warranty period. The customer can also approach the company directly," Mr. Giria said.

Girias is number one in consumer durables in Karnataka, he said, despite stiff competition from chains such as Viveks and Jyothis. He based this assessment on turnover. "Ours is the highest."

Girias is planning to move into mobile business in a big way soon. Considering their expertise in sales, another big turnover is around the corner. And another bank of customers.

The store is located at 1035/125, 20th Main, West of Chord Road, 5th Block, Rajajinagar, next to National Public School. For more information, call 23119236/23119237.

PRASHANTH G.N.

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