Decoding the business of Chandni Chowk, Kolkata

Recently turning 22, I decided to upgrade from the stone age to the bronze age of getting a laptop. Quite naturally, still being a student, my first place of preference was Chandni Chowk, a marketplace for a wide variety of pre-owned goods.

In my quest, I came across a store which claims that it always has 100 laptops on display at any point in time. To my surprise, as I entered the shop, the claim turned out to be quite correct. Telling the bossman of my preferences, he instantly took out 3-4 models that seemed to fit my needs quite clearly. However, from the very beginning itself, I was quite keenly observing everything he was saying.

After completing my purchase and making my final selection, I decided to engage in a conversation to find out more about this peculiar business network they have in place. First off however, I started with the boss himself who was also the primary salesperson in the shop. The man says that he always starts by asking his customer what their budget is. Which was quite peculiar, as every other salesperson I have come across starts by asking what their customer's preference is and then goes to discuss the price at a much later stage. But then again, this was no ordinary salesperson and that wasn't the first question he asked me. He quite calmly and aggressively at the same time, asked me what my preferences were, thus raising my curiosity horns. He goes on to tell me, that after years of this job, he has it quite figured out which customer is serious about their purchase, and their possible ticket size as well, and thus treats each customer differently.

Fair enough. But then, what about the claim to keep 100 laptops on display at any single point of time. Will the laptop that I just bought, be replenished any time soon? He tells me that the same model will be replenished right the next morning, even before he places the order himself. Too many coughs erupted at the same time. What demand forecasting tools do they use? What information techniques do they have? Continual replenishment is a tool that businesses spend millions to implement. They do not have millions. Heck, they don't even have thousands to spend. And yet, 'milk-run', 'cross-docking', and other undiscovered concepts have been implemented much before by them.

But what if a customer comes in asking for a very specific model which they do not house. What then? He would then go directly to his supplier, get the specific model all of which are available at any given time with the supplier. But then, he would charge a premium for the hassle in between. Huh, responsive features in a cost efficient supply chain.

At this moment, the bossman started serving other customers, and I after realising that I had taken quite a bit of time from the gentleman's precious schedule, started pondering. This man has beaten every possible sales technique model that we have studied, set up a supply chain that is worthy of the highest honour. He would cause a revolution in the corporate circle if he was a part of it. Is this where the Indian dream starts, I wondered.

Not being able to control my curiosity for the final time, I proceed to ask him - "What's the final level of education you've completed?" He smirked at me with his cheeky smile, and tells me that he was never fortunate enough to attend primary education in the first place. His 'dhanda' had started by the time he was 14.

Not being able to control my respect any longer, I concurred that the amount of business acumen this gentleman has is probably twice the business acumen that me and my peers will have combined, after spending lakhs on business education. In my second trimester of management education, Prof. Suhas Rane, an academic of the highest order, had once told me - "Always remember. True business will always be found with the Radhesham Bhelwalas in the alleyways of our country." A part of me scoffed at it back then. That same part of me today bows to the man.