Lulu Group's retail arm brings Toys’R’Us to India

Tablez India, a division of Abu Dhabi-based LuLu Group International, brings the US-based toys brand to India

by Akshata R Murthy
Published - Oct 9, 2017 8:36 AM Updated: Oct 9, 2017 8:36 AM

Tablez India, a division of Abu Dhabi-based LuLu Group International, is bringing Toys’R’Us, a US based brand to Bengaluru. The brand plans to soon have more stores in India with two in Bengaluru and one in Noida.
Talking about the launch, Adeeb Ahamed, MD, Tablez India, said, “Predominantly the focus has been to market the brand itself. We chose South first and our idea is to consolidate and then grow rather than spreading yourself everywhere all at once.”
When asked about the marketing strategy in a country as diverse as India, Ahamed said, “Our marketing strategy is that we don’t want to make Toys’R’Us just another store that sells toys. We want it to be more experiential and make sure that this leads to sales in our stores. We want to hit communities, schools, nurseries and every other place where kids are involved. Our focus would be a more one-to-one contact with consumers.”

The brand made quite some noise on radio and digital about the launch and also made use of space in a mall for a few marketing collaterals on the day of launch but they don’t want to limit themselves to just that. “Any channel that helps us penetrate and reach out to our consumers will be a channel we will be more than happy to use. Commercials on TV are next in line,” said Ahamed.

Since Toys’R’Us is in a space where there is quite a lot of competition, the brand plans to focus on making their store heavily based on experiential marketing to help it stand out. “Right now, we can’t afford to be in competition with anybody in the market. We’re much smaller in size compared to the other players. Having said that, this has its own brand following and its own USP that Tablez has created here.”

The group has recently associated itself with People, an advertising company, and Mad About Digital (M.A.D) as the digital agency, both based out of Bengaluru.

With Tablez group also launching brands such as Springfied, Women’s Secret and Cold Stone besides Toys’R’Us, they seem to have some ambitious marketing plans going ahead. Speaking about this, Ahamed said, “Next would be to launch a loyalty program which covers Tablez and the whole range of brands.”

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