Global trend in pop up bazaars hits kitsch brands in India this festive season
‘buzallong bazaar’, a flash retail format of eccentric, quirky and innovative products kick starts its second edition in September 2012.
This season ‘buzallong bazaar’ is spreading its wings to 7 cities (Baroda, Ahmedabad, Surat, Bangalore, Delhi, Jaipur and Pune) pre Diwali and will bring to city shoppers a diverse set of off-the-wall brands.
‘buzallong bazaar’ will offer a collection of unconventional & vibrant products, adding not just a splash of color but a dash of attitude to your work or personal space. A giddy mix of more than 50 fun & witty brands like Shor Sharaba, Random in Tandem, Chumbak, Gifts of Love, Purple Jungle, The Boxer Store, Artitude, Moira, Warmly designs, Dejainer, The Elephant Company will be up for grabs.
Shuttling between bases in Delhi and Baroda, Shimauli Dave Vora, founder and creative head of buzz marketing company Buzallong, sprung the first edition of the bazaar last year. Putting her Masters in International Marketing from the University of Leeds, UK & Bachelors in Communications from University of Massachusetts, Amherst to use, she created a unique market offering via buzallong bazaar. Unlike an exhibition format, which involves brands setting their separate counters, buzallong business model involves stocking goods and offering an unadulterated retail experience.
Speaking about the bazaar Shimauli Dave Vora says, “There are very few options
available to the discerning buyer, especially in the non metros. This gap in the market triggered the seed for ‘buzallong bazaar’, a format by which we could get the largest jamboree of novel brands to not just metros, but markets that saw very little options in this product space. It was important to create a bazaar that feeds the desire for discovering products not everybody knows about.”
Launching the flash retail experience involved going back to the basics of retailing in each city – finding a site, choosing an edited assortment and presenting it to customers in a creative and unique way, whilst engaging with the local community. The bazaar will move from small towns to cities and can be explored at each destination for two days.
With the pop up phenomenon hitting Indian shores, it is becoming a format by which brands and their consumers can both win. Rashi S Narang, from ‘Heads Up For Tails’, one of the brands available at the buzallong bazaar says, “buzallong bazaars are a fun, unique outlet for us to reach new customers. Their collection of brands and products are fantastic, and the fact that they will be exhibiting from city to city is a great exposure for small businesses like Heads Up For Tails. We are very excited about the coming buzallong bazaars! “
With products of interest for men, women, teenagers, kids, buzallong bazaar covers every category, from home décor, lifestyle and accessories to personal paraphernalia, jewellery, stationery & clothing. An emerging trend offering immense benefits to brands and retailers, this idea of little surprises inserted into the shopping monoculture is an exciting and necessary experience!