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So now maximum talking point is 
happening, how we can really use

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the AI, how we can really use 
the gene AI, how we can adopt 

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that particular process. 
So with that, buzz will be 

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there, but definitely 
sustainability is one of the 

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important factors. 
Hello and welcome to the Retail 

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podcast. 
We're going to have a deep dive 

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with one of the leaders in 
retail in helping retailers 

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achieve their outcomes. 
I'm fortunate enough by to be 

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joined by Bhavajit Niyogi from 
TCS who's Vice President for 

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retail across UK, EMEA and 
India. 

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So why don't you tell us, why 
don't we start with, as always, 

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tell us what you do, how is 
your, what your focus area is. 

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And then right now, because 
obviously being Vice President, 

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you must meet so many retailers.
What's top of mind for 2025? 

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Absolutely. 
Thanks Alex and thanks for 

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giving me this opportunity to 
you know participate in your 

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podcast. 
I've been in TCS for last 30 

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years is a quite long journey 
and spend over you know 15 years

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in the States. 
Then in last 10 years, I am 

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based out of London, almost last
12 years I have been involving 

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in the retail in various 
different roads. 

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Specifically right now I look up
the overall business of the 

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retail as you said in the UK, 
Europe and EMEA in that 

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particular market including the 
India geography, so which is a 

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quite diverse geography. 
And definitely I meet as per my 

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role various different CXO and I
go and attend and meet the 

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customer. 
And as you know that shift in 

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the retail pre pandemic and 
there's a post pandemic era, 

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right. 
So pre pandemic used to be quite

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different than what we see in 
the post pandemic. 

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But what I am right now, now 
seeing since, you know, in the 

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beginning of 2024, probably 
initially we thought after when 

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we came out of pandemic that 
maybe online will take a big 

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leap in terms of the, you know, 
retail and the store brick and 

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mortar format will probably 
shrink down. 

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But surprisingly, it actually 
came back quite heavily. 

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You know, at the start of 2024, 
the brick and mortar shopping 

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again quite heavily. 
It it came out OK. 

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And now I'm seeing every 
retailers, they are spending 

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huge amount of money in terms of
the store transformation. 

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So there's a huge close 
transformation is happening 

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across the board, whether 
whether mainly in terms of the 

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pricing, promotions, 
availability, in terms of 

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merchandising, putting the right
things into the right place and 

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more importantly, the customer 
experience, because customer 

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experience is one of the key 
important factor. 

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And it is ever changing because 
even if I compare myself when I 

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and my, you know, kids who are 
going and shopping, whether be 

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it online or in store, the 
perspective of that out outlook 

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of the customer, you know, is 
quite dramatically changing and 

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shifting. 
So I think 2025 every retailer 

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is having the biggest focus, how
they can adopt that change in 

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nature and how they are in a 
much more agile in terms of 

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making those changes. 
Because you can't have a two 

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year transformation strategy and
by the end of you will see maybe

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a year one in your 
transformation. 

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Things got changed, right? 
So we don't have that luxury 

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anymore that OK, we launch a big
transmission programme. 

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So 2025 and probably beyond the 
next three years, people are 

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looking for how we can be much 
more faster doing these changes,

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whether it be it in a supply 
chain, whether it be it in 

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merchandising, whether it's 
pricing, promotion, customer 

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loyalty, anything that OK, you 
can name it. 

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So adopting that change is what 
is going to drive the strategy. 

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Yeah. 
Well, I mean just picking up on 

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a couple of themes that you've 
you've spoken about there in 

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terms of pricing pressure and 
value driven commerce. 

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Obviously inflation has a had a 
massive impact on the consumer 

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and on retailers. 
I was just curious if you had 

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seen examples of how brands are 
using advanced pricing and agile

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supply chains to sort of get the
right balance between 

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competitive pricing and 
profitability? 

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Yeah. 
So if we look at you take the 

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food, groceries retailers, 
right, So they operate in very 

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thin margin, right. 
So if they are not super 

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efficient in terms of their 
supply chain and with the 

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pressure of all this 
geopolitical pressure, you have 

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seen the war situation in the 
Europe and and and inflation was

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quite high even though right now
it tapered down. 

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But last 2-3 years, people 
really focused in terms of the 

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improving their operational 
efficiency to the supply chain, 

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whether if you have an end to 
end visibility start right from 

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you're sourcing to you're 
putting into the stores, there's

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a huge improvement areas are 
there for for every retailers 

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matter of fact, right. 
So every retailers spend right 

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now quite a bit of money in last
2-3 years and continuously 

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evolving with the AI, with the 
different technologies and it 

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has to be super efficient. 
And that helps driving their 

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cost down, which will help them 
for at least the commodity of 

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the goods who have a reasonable 
price for the people and the 

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consumer. 
So that's one part, part of the 

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you know process, which is 
which, which was you know there 

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earlier as well. 
But it is more important right 

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now that you have to operate 
into your supply chain process 

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in a much more efficient manner.
The second thing which also and 

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and you touched upon is the 
pricing efficiency and the and, 

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and what level of the right 
price or the right time that you

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can push it to your, your, you 
know, shelf, right. 

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So it has multiple different 
components in just in a very 

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high level. 
Are you pricing at the right 

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point based on your 
localization, based on your 

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availability, based on your 
market completeness in other 

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dense region? 
And that intelligence and the 

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dynamic pricing, what we call it
is, is very, very important. 

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And that is where a lot of 
technology, a lot of algorithm, 

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a lot of innovations are 
happening to have the you using 

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your data set, using your, you 
know, Geo, you know, landscape, 

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using your customer 
demographics, using your need of

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the supply chain. 
Can you really have that pricing

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at the right price point now? 
Then the third component is you 

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may have the price point right. 
Can I push that price right now 

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in a much more seamless manner 
to the to each of the shelf, 

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right? 
Earlier in old days used to be 

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like you do a big thick paper 
process and then you send it to 

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the store and they'll go to the 
level and then they will change 

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it, right? 
So right now those things got 

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completely changed and that is 
where the digital innovations 

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are happening with the 
electronic shopping level or 

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other things so that you can 
just push your pricing, you know

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then and there. 
So these are the whole different

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areas in in three or four 
different segments. 

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That is what is happening. 
Okay. 

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I'm just curious in terms of 
your experience of help trying 

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to help retailers with that, 
what what do you think are some 

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of the what, what good examples 
have you seen of this? 

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Are still are people still 
building it? 

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Yeah, I should say that, yeah, 
some retailers already adopted 

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the process, whoever started 
this journey probably three to 

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four years back and some 
retailers you know in the 

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process of doing it, OK, So they
are a little bit doing a cost 

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benefit analysis for a very good
example. 

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Like if you go to you know 
Germany and if you go to the, 

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you know, biggest retailer 
there, they have already adopted

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the ESL process. 
OK, So if I exited just in the 

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Nordics, yes, some retailers 
already adopted. 

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If you go to the US also, yeah, 
probably a lot of retailers 

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adopted that. 
So the adoption process, what 

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you see like it obviously 
depends on your strategy and the

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business strategy and what the 
ROI that you wanted to make it, 

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right. 
And if some retailers, they may 

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not feel that their price change
is so dynamic. 

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So the things are where the ESL 
will work. 

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Just for an example, I'm telling
you where you feel that way. 

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You need to change your price 
quite frequently so that you can

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get advantage of it, right? 
The competitive advantage. 

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But in contrary to that where 
you think that your price is 

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more or less constant in a week 
time, OK, and you don't need 

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that advantage or the price 
advantage is there, then you may

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not implement those, you know, 
digital shelf level, right? 

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So these are the different use 
cases based on which I think, I 

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think retailers are doing, but 
finding out the right price and 

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the price optimization is every 
retailer they need it, okay. 

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So it doesn't matter whether 
it's a small retailer versus 

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large retailer, whether 
groceries versus Apple versus 

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electronics, everyone need that 
right pricing and the strategy. 

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I think that is where we are 
helping as Atcs, we have some 

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unique, you know, capability in 
the product, which is working 

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well and quite a lot of 
customers are having that 

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traction in terms of do we have 
the right, because everyone is 

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having data, right. 
So everyone is having lots of 

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data. 
Are we using the right data at 

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the right time to come up with 
the right price. 

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So that's where I think the the 
fun is there that OK, how we can

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use technology, how we can use 
algorithms, how we can use AI 

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driven, you know, technologies 
to really come up with those 

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price intelligent pricing, what 
we call it. 

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How are CMOS seeing ROI from 
influencer LED retail 

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strategies? 
I mean, is that something that 

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you can help or you're observing
with the CMO part or the 

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marketing part of the business? 
Yeah, absolutely. 

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I think see there's a 
traditional term is the retail 

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media network. 
I'm sure that, you know, a lot 

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of people are interested in it. 
A lot of retailers are using 

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that Ottoman as one of their, 
you know kind of strategy and 

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they can, you know, definitely 
create a good campaign out of 

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it. 
But obviously the Zenzi kind of 

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category were influenced by as 
you said rightly, that of the 

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word influenced by several 
different of this push and 

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pricing and, and how how how the
sentiment even others, right. 

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So how you can even look at 
socially that OK, how it is 

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happening, right. 
So connecting those different 

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bits and pieces, people are 
trying, but I have not seen 

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these at the enterprise level in
every retailers across the board

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by the way. 
But obviously that is one of the

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area which some of the CMOS are 
thinking. 

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Some of the large retailers are 
using it, but it is not in 

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general that every retailer is 
having that. 

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Strategy. 
Yeah, I yeah, there's a couple 

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of things obviously from past 
experience that I see with 

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demand pricing or, you know, 
elastic pricing. 

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How can you deliver on that if 
you need free prices during the 

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day, but you don't have electric
shelf labels or you're you're 

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dependent on staff to manually 
go and reprice things? 

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But anyway, that's a 
conversation for another day. 

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In terms of Omni channel and 
fulfilment innovation, when we 

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look at retailers redesigning 
store layouts to be sort of mini

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fulfilment sensors, how is 
transforming the customer 

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experience and what role does AI
analytics play in fulfilment 

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sort of seamlessly across 
digital and physical touch? 

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Yeah, I think I think 
differently that is one of the 

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area a lot of innovation and 
inventions are going on, right. 

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So true Omni channel experience 
every retailer wanted to 

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implement and in that, yeah, 
people are buying online, you 

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know shipping from store or you 
can buy online, pick up from 

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store. 
So all those different 

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transformation is going on. 
And, and if you look at at least

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even in the UK market, I've seen
in the Middle East as well, they

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are really changing the store 
layout. 

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If you walk in the store and you
have to have a seamless 

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experience, not only just for 
your shopping experience, but 

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also your checkout experience. 
You have seen that, OK, how the 

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how the checkout is really doing
the evolution, right? 

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So what the traditional, you 
know, till checkout versus sales

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checkout versus walk out, walk 
in, walk out, those type of 

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checkouts and, and you can pick 
up, you know, that particular 

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part in a seamless manner. 
I think I think various 

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different, you know, to do that 
efficiently. 

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There are two three again things
in you know, why we are helping.

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One is obviously you need to 
have a true Omni channel channel

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experience in terms of your 
order fulfilment, right? 

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So order it has to be seamless 
integration between your 

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whatever back end system that 
will be used so that the 

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information are readily 
available. 

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And that is where the AI and the
data-driven analytics is 

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helping. 
And then when you walk in in the

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store it also sometimes you know
I have seen not probably in the 

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apparel, but any other sector in
the home improvement area. 

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You may have bought say 5 items 
you went to the store and you 

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wanted to pick up explore 
colleagues also come to you. 

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By the way you forgot. 
I know that if you place this 

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particular order and you may 
need you these two additional 

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items for you to probably what 
you are buying. 

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OK. 
So you can even top up your 

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basket, you can add few items 
seamlessly and you can give that

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particular experience back to 
the customer. 

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I think that is really customers
is a wow factor that they are 

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getting it. 
Now in order to do that you ask 

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them how the technology is 
helping. 

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So that is where I think the 
technology is helping immensely 

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and that insight of your actual 
personal driven experience is 

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what is the aim. 
So the personalization is one of

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the big factor, you know, in the
retail, right. 

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So can I really go into the 
personalization when you walk in

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the store or even you do online 
shopping so that you have that 

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seamless experience, Who am I 
when I'm doing the shopping, 

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right. 
So that is where the lot of 

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innovation is going on and the 
technology is really technology 

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is really helping there. 
I got a final question. 

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Sustainability is a competitive 
advantage obviously in Europe. 

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Obviously the the US and Europe 
very different in their approach

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to sustainability. 
And we've just seen from the new

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leader what what they're what 
they're doing over there. 

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But consumers specifically 
within this market are demanding

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greater sustainability in 
retail. 

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How are brands integrating 
circular circular economy 

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principles or green logistics or
eco friendly products into their

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business models? 
And do you think regulatory 

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pressure will, will, will will 
change or speed this up? 

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Yeah, absolutely. 
See, if I compare obviously 

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three different market, I'm 
seeing it. 

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Europe is, you know, way ahead 
right now, right? 

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So absolutely, you know, they, 
they adopted the process, their 

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ESG standard. 
Some retailers are really proud 

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about if you go to the Nordics, 
you know, they have the circle, 

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you know, whole whole concept. 
They started 2-3 years back and 

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they adopted it. 
And, and in fact, if you look at

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it, the Zenzi, you know, 
category, they are very much, 

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you know, what we call is a 
conscious about what they buy, 

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right. 
So they are also looking at it, 

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are these products really, you 
know, kind of made-up from the 

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sustainable goods. 
OK. 

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Is there is there way that OK 
that I can contribute also to 

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that particular cost? 
So there's a lot of focuses 

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there in the Europe and 
obviously there are a lot of 

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regulations are there OK, which 
I'm sure that you know, things 

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as you know, people will fall 
into the place in UK also 

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there's a good, you know, kind 
of measure is there in terms of,

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you know, using the sustainable 
sourcing of the product. 

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It they declared that part of 
the sustainable product and 

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people I'm seeing that people 
are buying that even if that 

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increase your price point in 
overall matter of the game, 

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right? 
So it is actually people are 

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adopting that particular 
process. 

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Obviously in other market is 
little different, as you said, 

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OK, so we'll we'll we'll watch 
and see. 

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But sustainable retailing is one
of the big focus is there. 

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00:15:04,080 --> 00:15:07,040
It was actually the boardroom 
topic last one year. 

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I have not seen so much in the 
boardroom topic for the 

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sustainability in an honest 
manner, but as because maybe 

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that they have already adopted 
the process and it is BAU, right

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00:15:15,760 --> 00:15:18,720
And or maybe in certain, you 
know, geography, it may not be 

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that much pressure from a 
regulation probably is driving, 

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right. 
So now maximum talking point is 

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happening, how we can really use
the AI, how we can really use 

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the GENII, how we can adopt that
particular process. 

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Probably that buzz will be 
there, but definitely 

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sustainability is one of the 
important factor. 

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00:15:34,280 --> 00:15:36,840
Fantastic Abhijit. 
Thank you so much for giving up 

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your time, the side of the 
world. 

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I look forward to maybe seeing 
you at one of the conferences in

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the UK or in globally, but thank
you. 

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00:15:46,240 --> 00:15:47,160
Thanks, Alex. 
Thanks. 

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Thanks for your time as well. 
Thank you.