From salesman to king of sales

When Nanu Gupta came to Mumbai 40 years ago, he worked as a salesman in an electronics shop. Today, he runs Vijay Sales, a retail chain with 13 showrooms across Mumbai selling a range of electronic appliances. Besides generating an annual turnover of Rs400 crore, Vijay Sales has become a household name. Just how did this happen?

Think customer

Named after his younger brother Vijay, Gupta’s first shop opened in 1967 in Mahim with a capital of Rs10,000. It sold sewing machines, fans and black-and-white TV sets. “I started it with four things: best products, service, price and honesty,” says Gupta, 64. Naturally, service has been the tipping point in Vijay Sales’ career graph. “My father won’t hesitate to open the store even if a customer simply wants to browse,” says Gupta’s son Nilesh.

Risk is everything

Gupta believes in tackling situations as they arise and taking risks. “When I opened the biggest showroom in Goregoan in 1996, there was skepticism because it was contrary to the market trend of the time,” he says. “But the risk paid off.”

Price as strategy

Price drives customers and sales. But to understand what technology sells, and at what price point, is tough. Not only must you have the right brands but you must have the best deals.

Trend-spotting

To stay ahead, Gupta has to thrill customers with technology too — spotting the right gizmos and contracting the right suppliers. Price management is a skill Vijay Sales has learnt well, over the years.

— Swati Pujari