How Mukesh Ambani revive world's oldest toy - store chain ?

 The story :

Nearly 2 years ago , Asia's richest man Mukesh Ambani brought a company who was struggling to make profit from many years also was ridden in debt . The company was world's largest toy - store chain 'Hamleys' .

Ownership of this struggling chain changed at least thrice & at last in 2019 , Ambani bagged company in all cash deal from a Chinese fashion retailer for about $89 million . After acquisition brands dominating strategy made chain put back on track of profit .

They completely changed their strategy to make customers spend more . Their original customer is children , at 1st they targeted them . By opening Lavish outlates as well as stores famed as carnival like experience , also childs allowed to race toy cars ; this strategies directly hit the children .

Why Ambani brought Hamleys ?

Currently , Ambani eying on every profit making sector over his traditional oil & Chemical business . They actually bagged this brand to give strength to their Retail business . Reliance Industry's retail unit  having partnership with more than 45 global brands to strength their retail format . Being an well established brand 'Hamleys' again gaining popularity .

Reliance Industry also planning to brand expansion in Uk & US . Being business attached with children emotions we can say as 'Recession Proof ' business . Every family gives their 1st priority to their child , at a point of toys sometimes emotions overtakes financial ability . Being attached to emotions of childs 'Hamleys' surely snap wide super - Rich customer base .

Growth drivers for 'Hamleys'

1 . World's overall toy market is valued at $90 Billion & India only contributes up to 1% . which means India still have potential to growth unlike world market .

2 . Reliance building it's own online shopping platform 'Jiomart' to strength online shopping . This will help 'Hamleys' to increase sell .

3 . India have population more than 1.4 Billion , which about children under age 14 . This seems a great market for Hamleys .

4 . more than 26 million children are born in country , every year . This only reason is enough to make this brand again touch to sky !

But , here I bit disappointed with strategy of 'Hamleys' . India's wide customer base is Indian middle class person despite , they still targeting super - rich by their lavish outlates .
It might be work ! Will super - rich make 'Hamleys' again skyrocketing ? India's only 5% population have to ability to spend on lavish outlates . Will they compete with others ? What you think ?   

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