Occupation & Qualification Mapping in the Indian Retail Sector A People Factor Study for World Bank.

Occupation & Qualification Mapping in the Indian Retail

SectorA People Factor Study for World Bank

Occupation and Qualification Mapping in the Indian Retail Sector

BACKGROUND


Retail Sector in India

Retail sector has been divided into seven key sub-segments, based on their uniqueness and needed skills:

Value Retail

Consumer Durable &

Information Technology

Café /RestaurantLifestyle

Wellness and Drugs

Clothing and Fashion


Rationale of the Study

The study was conducted to complete an in depth analysis of Retail sector in terms of:• Major players• Employability needs• Qualifications of employees• Professional courses offered across

various institutions• Mapping skills and competencies to

narrow down skill gap• Help build a framework for requisite skills

at various levels and roles.


OBJECTIVES AND METHODOLOGY


Objectives of the Study

This research study was aimed to meet the following objectives:

• Identify and describe various occupational roles available in organized retail.

• Describe job responsibilities, skills and competencies required by incumbents to be successful on the job.

• Identify the “levels” of qualifications for specific occupational roles.


Objectives of the Study (Contd.)

• Identify various formal and informal courses and industrial training programs available to fulfil the demands of jobs in the retail sector.

• Detail out current courses and programs and analyse the gaps between skill programs available and skills required

• Identify the career path available in an organization and their corresponding qualifications.


Research Approach

The research approach applied was:Desktop Review

Exploratory Interviews to finalize the data collection tools

• From Organizations• From Educational/Training Institutes

Data Collection

Coding & Mapping

Gaps Analysis and other related Trend

Analysis

Recommendations


Final list of participating organizations

in each retail sector segment was:

Participant Organizations

Sub-Segments Brand

Value Retail

Cash & Carry

Clothing and Fashion

Health and Wellness

Lifestyle

Café and Restaurant

CDIT


Final list of sampled institutes was:

Sampled Institutes

Universities

1. Guru Nanak Dev University (GNDU)

2. Indira Gandhi National Open University (IGNOU)

Public Institutes

3. Institute of Hotel Management, Pusa (IHM, Pusa)

4. National Institute of Open Schooling (NIOS)

Public Private Partnership Institutes

5. iSTAR

6. Indian Institute of Skill Development (IISD)

7. Edubridge

8. Empower

9. Gras Academy

10. Laqsh

11. Indian Institute of Job Training (IIJT)

12. Managerial Excellence Resource Centre (MERC)


Sampled Institutes (Contd.)

Private Institutes 13. Pearl Academy of Fashion (PAF)

14. CII Institute of Logistics

15. Livelihood Advancement Business School (LABS)

16. Indian Retail School (IRS)

17. National Institute of Retail Management (NIRM)

18. Future Innoversity

19. Centum Learning

20. Retail Association of India (RAI)

Industrial Training Institutes

21. Industrial Training Institute, Chandigarh

22. Industrial Training Institute, Bhuj

23. Industrial Training Institute, Gandhidham

24. Industrial Training Institute, Dharampur

25. Industrial Training Institute, Nangal


Qualification levels sampled within

each institute were:

Courses Sampled

Entry level

Lower Secondary education

Senior secondary education

Certificate Diploma Bachelor’

s degree

Master’s degree

RESULTS OF THE STUDY•


Job Clusters

• Quite a few jobs within the retail sector across sub-segments are similar in nature.

• These jobs similar to one another were clubbed together in Job Clusters.


Identified Job Clusters in Retail Sector

The identified job clusters in retail sector were: Product / Range

FinalizationProcureme

ntLogistics &

SCM

Warehouse

Store Operations

Production Delivery Quality

Control

Service Support (Call Centre)


Functional Level and Roles

• Various job clusters have many roles based on seniority or role complexity or specialty of skills required to perform the role.

• To classify roles, similar levels of seniority and complexity were clubbed together and five levels emerged.


Identified Functional Levels and Roles

Functional levels that emerged on basis of seniority and complexity:

Level DescriptionLevel 1 All trainees, contractual staff, executives, and

associates, stewards, commi 3/2

Level 2 All senior executives, team leaders, supervisors, floor managers, senior associates, senior stewards, commi 1, senior pharmacists, cashiers etc.

Level 3 All the asst. managers, shift managers, captains, chef- de- partie etc.

Level 4 All the managers

Level 5 Most positions handling multiple stores, warehouses, restaurants etc. like area managers, cluster managers, general managers


Identified Functional Levels and Roles

• As per the qualifications, skills and competencies required for the levels, it was seen that the level 2 & 3 had a lot of overlap. • Hence the job/ role descriptions

within each job cluster were divided into four levels:• Entry Level- Level 1• Junior Management- Level 2 & 3• Middle Management- Level 4• Senior Management- Level 5


Cluster-Wise Career Paths and Identified Skill Gaps•


Career Paths

• Job requirements were defined for various levels across sub-segments• Based on these job requirements,

career paths were defined for new entrants• Sometimes roles allowed movement

across job clusters, this cross-functional movement has also been captured• Career paths also defined the

knowledge, skills and experience required to move to next level


Skill Mapping

• Development of detailed job requirements, was followed by mapping the job requirements for entry-level jobs to course curriculum offered at various institutes

• This Requirements-Curriculum mapping was used to identify the skill gap


Cluster-Wise Career Paths & Skill Gaps

The following slides would provide cluster-wise career paths and skill gaps identified across retail segments starting with Product/ Range Finalization

Product / Range

Finalization

Procurement

Logistics & SCM

Warehouse

Store Operation

sProductio

n

DeliveryQuality Control

Service Support

(Call Centre)


•

Product / Range

Finalization

Procurement

Logistics & SCM

Warehouse

Store Operation

sProductio

n


Service Support

(Call Centre)


Career Paths In Product/Range Finalization

Qualification: Pursuing Graduation/ GraduateWork Experience: 1-7 YearsKey Knowledge, Abilities & Aptitude:- Leadership- Planning & OrganizingQualification: 10th or 12th PassWork Experience: 0-1 YearsKey Knowledge, Abilities & Aptitude:- Sales & Service Aptitude- Communication Skills & Language Ability

Qualification: For Clothing & Fashion and Lifestyle: Graduation in specific fieldWork Experience: 7-8 Years

Qualification:•For Clothing & Fashion: Graduate in specific Work Experience: 12-15Years

Qualification: Graduate in Specific FieldWork Experience: 4-8 YearsKey Knowledge, Abilities & Aptitude:- Aptitude for Research and Analysis- Influencing and Negotiation Skills - Artistic Aptitude, Spatial Perception and Knowledge of Fabric (For Fashion ,Clothing and Lifestyle)Qualification: Graduation in Specific FieldKey Knowledge, Abilities & Aptitude:Product Category Knowledge

Trainee/Buyer (Level 1)

Supervisor/ Asst. Manager (Level 2 & 3)

Executive (Range Finalization) (Level 2&3)

Manager (Range Finalization) (Level 4)

General Manager: Region (Level 5)


Assistant (Level 1)

Procurement Function Store Operations

* Previous work experience in Retail Sales / Procurement / Range Finalising is required for job in Product/ Range Finalization


Skill Gaps Identified for Entry-Level

* All competencies are developed only through training programs in-house in organizations. These are not catered to at the institutes.** At the time of hiring, most organizations assess the aptitudes listed. However, there is no system of assessing aptitude at any stage of academics.

Identified Gap

Skills Competencies * Aptitude **

Professional Knowledge Computer Knowledge

Statistical tools for analysis e-Mail application MIS/ERP

Working with people Adhering to principles and values Presenting and Communicating Information Applying expertise and Technology Learning and Researching Following Instructions and Procedures

Artistic Ability Teaching Ability Reading Ability Spatial Perception Understanding Others Helping Others Organising Math Ability


•

Product / Range

Finalization

Procurement

Logistics & SCM

Warehouse

Store Operation

sProductio

n


Service Support

(Call Centre)


Career Paths In Procurement

Qualification: MBA (SCM/ Operations)Work Experience: 12-20 Years

Qualification: Graduate in Specific FieldWork Experience: 4-8 YearsKey Knowledge, Abilities & Aptitude:- Aptitude for Research and Analysis- Influencing and Negotiation Skills - Artistic Aptitude, Spatial Perception and Knowledge of Fabric (For Fashion & Clothing and Lifestyle)

Qualification: 12th + Computer Certification Key Knowledge, Abilities & Aptitude:Fine Dexterity

Allocators* Executive: Warehouse (Level 1)

Qualification: Graduation in Specific FieldKey Knowledge, Abilities & Aptitude:Product Category KnowledgeTrainee/Buyer (Level 1)

Qualification: GraduateWork Experience: 4-8 YearsKey Knowledge, Ability & Aptitude:Sales and Service AptitudeArtistic Aptitude and Spatial PerceptionLeadershipPlanning and Organizing


Supervisor/ Asst. Mgr. (Store Ops.) (Level 2 & 3)

Executive (Range Finalization) (Level 2&3)

Sr. Buyer/ Manager (Level 4)

Head/ General Manager (Level 5)Qualification:

For Clothing & Fashion and Lifestyle: Graduation in specific field For All Others: Graduation in Specific Field + MBA (SCM/ Operations)Work Experience: 5-15 Years

* Allocators do not have a linear growth in Procurement and generally, move to Warehousing activities


Identified Gap

Skills Competencies * Aptitude **Professional Knowledge Computer Knowledge

·Inventory Planning (Technology and Agriculture Courses)·Supply Chain Management (Technology Courses)· Vendor Management (Technology, Agriculture, Fashion and Retail Courses)· Costing and Cost Control (Agriculture Courses)· Pricing Patterns for Various Products (Technology Courses)

·e-Mail application (Fashion, Agriculture and Pharmacy Courses)· Spread Sheet Application (Technical Courses) MIS/ERP ( Fashion, Technology and Agriculture Courses)

·Deciding and Initiating Action·Working with people·Adhering to principles and values·Relating and Networking·Writing and Reporting Applying expertise and Technology Delivering Results and Meeting Customer Expectations Following Instructions and Procedures

Reading Ability·Understanding Others· Organising Math Ability




Identified Gap


Professional Knowledge Computer Knowledge·Awareness of Market and Current Trends(Technology Courses)·Statistical Tools for Data Analysis (Fashion Courses)

Skill Gaps Identified for Entry-Level (Contd.)



•

Product / Range

Finalization

Procurement

Logistics & SCM

Warehouse

Store Operation

sProductio

n


Service Support

(Call Centre)


Qualification: Post-Graduate in Business Administration (SCM/ Operations)Work Experience: 5-10 YearsKey Knowledge, Abilities & Aptitude:Commercial Acumen

Qualification: For all other segments: GraduationFor Café & Restaurant segment: Post- Graduation in Business Administration (SCM/ Operations)Work Experience: 2-5 yearsKey Knowledge, Abilities & Aptitude: Aptitude for Research and Analysis Leadership Problem Solving Ability

Career Paths In Logistics and SCM

Qualification: For all other segments: Pursuing Graduation/ GraduationFor Café & Restaurant segment: Graduation in Business Administration (SCM/ Operations)Work Experience: 0-1 yearsKey Knowledge, Abilities & Aptitude:For all segments:

Clerical Ability Manual Ability Math Ability Planning and Organizing

For Café & Restaurant: Knowledge of cold chain SCM

Executive (Level1)

Supervisor/ Asst, Manager (Level 2 & 3)

Manager (Level 4)

Head (Level 5)

Qualification: Post-Graduation in Business Administration (SCM/ Operations)Work Experience: 8-15 Years


Identified Gap


Professional Knowledge Computer Knowledge·All statutory documentations with regards to transportation and storage of goods (All Covered Courses)

·e-Mail application (Fashion, Agriculture and Pharmacy Courses) MIS/ERP ( All covered courses)

·Working with people·Adhering to principles and values·Relating and Networking·Writing and Reporting Planning and Organising Delivering Results and Meeting Customer Expectations·Following Instructions and Procedures· Coping with Pressures and Setbacks

Organising Math Ability




•

Product / Range

Finalization

Procurement

Logistics & SCM

Warehouse

Store Operation

sProductio

n


Service Support

(Call Centre)

Occupational and Qualification Mapping in the Indian Retail Sector

Qualification: -For all other segments: Pursuing Graduation/ Graduation- For Café & Restaurant Segment: MBA (SCM/ Operations)Work Experience: 0-1 YearsKey Knowledge, Abilities & Aptitude:For all segments:-Clerical Ability--Manual Ability-Math Ability-Planning and OrganizingFor Café & Restaurant:-Knowledge of Cold Chain SCM

Qualification: Graduate/ Post- GraduateWork Experience: 5-10 YearsKey Knowledge, Ability & Aptitude:-Eye for Detail-Problem Solving and Grievance Handling AbilityQualification: GraduateWork Experience: 2-5 YearsKey Knowledge, Abilities & Aptitude:- Leadership- Planning and OrganizingQualification: 10th/ 12th Pass

Work Experience: 0-1 YearsKey Knowledge, Ability & Aptitude:Sales and Service AptitudeCommunication Skills and Language Ability

Qualification: 10th / 12th Pass/ Pursuing Graduation Work Experience: 0-1 yearsKey Knowledge, Abilities & Aptitude: Clerical Ability Manual Ability Math Ability

Career Paths In Warehouse Operations

Contractual Employee

Executive (Level 1)Sales Assistant (Level 1)

(Job includes cashiering, Sales & Receiving)

Allocators : Procurement(Level 1)

Warehouse Manager (Level 4)

Executive: Logistics (Level 1)

Supervisor/ Asst. Store Operations (Level 2 & 3)


Identified Gap


Professional Knowledge Computer Knowledge· Label and Legal Compliance Knowledge· Statutory Documentation for Warehouse Function

·Working with people·Adhering to principles and values·Following Instructions and Procedures

·Clerical Ability·Organising · Manual Ability Math Ability




•

Product / Range

Finalization

Procurement

Logistics & SCM

Warehouse

Store Operation

sProductio

n


Service Support

(Call Centre)


Qualification: Graduate (Commerce)Work Experience: 2-7 Years of Cashiering Experience

Qualification: Pursuing Graduation/ GraduationWork Experience: 1-7 YearsKey Knowledge, Abilities & Aptitude:-Fine Dexterity-Math Ability

Qualification: GraduateWork Experience: 5-10 YearsKey Knowledge, Ability & Aptitude:- Artistic Aptitude and Spatial Perception- Aptitude for Research and Analysis-Problem Solving and Grievance Handling Ability

Career Paths In Store Operations

Qualification: Pursuing Graduation/ GraduateWork Experience: 1-7YearsKey Knowledge, Abilities & Aptitude:- Leadership- Planning and OrganizingQualification: 10th / 12th Pass Work Experience: 0-1 yearsKey Knowledge, Abilities & Aptitude: Sales & Service Aptitude Communication Skills & Language Ability

Qualification: Graduation in Specific FieldWork Experience: 1-3 YearsKey Knowledge, Ability & Aptitude:For Fashion & Clothing and Lifestyle: Artistic Aptitude, Spatial Perception and Knowledge of Fabric

Contractual Employee (Housekeeping)

Sales Assistant (Level 1)(Job includes cashiering,

Sales & Receiving)

Buyer (Level 2&3)

Cashier (Level 2)

Store Manager (Level 4)

Head Cashier/ Cashier Cum Accountant/ Store Accountant

(Level 2)

Supervisor/ Asst. Store Operations (Level 2 & 3)

Contractual Employee (Security)

Qualification: MBA (Retail/ Any)Work Experience: 8+ Years

Area Manager (Level 5)

Executive: Product/ Range Finalization (Level 2&3)


Qualification: Pursuing Graduation/ GraduateWork Experience: 3-7 YearsKey Knowledge, Ability & Aptitude:- Leadership- Planning and OrganizingQualification: 10th / 12th Pass Work Experience: 0-1 yearsKey Knowledge, Abilities & Aptitude: Navigational Skills Manual Ability Math Ability Service Attitude

Career Paths In Café & Restaurant

Qualification: GraduateWork Experience: 5-10 YearsKey Knowledge, Ability & Aptitude:- Eye for Detail- Problem Solving and Grievance Handling AbilityQualification: Pursuing Graduation/ GraduateWork Experience: 1-7YearsKey Knowledge, Abilities & Aptitude:- Leadership- Planning and OrganizingQualification: 10th / 12th Pass Work Experience: 0-1 yearsKey Knowledge, Abilities & Aptitude: Clerical Ability Manual Ability Math Ability

Qualification: Graduate in Hospitality/ Food ProductionWork Experience: 10-14 Years Key Knowledge, Abilities & Aptitudes:- Eye for detail- Problem Solving AbilityQualification: Graduate in Hospitality/ Food ProductionWork Experience: 6-10 Years Key Knowledge, Abilities & Aptitudes:-Leadership- Planning and OrganizingQualification: None/ 10thWork Experience: 0-1 YearsKey Knowledge, Abilities & Aptitude:- Dexterity- Can work under pressure

Trainee (Production)

Stewards (Level 1)

Delivery Supervisor (Level 2&3)

Commi (Level 1)

Chief Cook/ Chef De Parte (Level 2 & 3)

Supervisor/ Asst. Cafe Operations (Level 2 & 3)

Trainee (Service)

Delivery Taker (Level 1)

Trainee (Delivery)

Outlet Chef (Level 4)

Qualification: Graduate in Hospitality/ Food ProductionWork Experience: 14 +Years Key Knowledge, Abilities & Aptitudes:- Commercial Aptitude

Area Chef (Level 5)

Cafe Manager (Level 4)

Qualification: GraduateWork Experience: 8+ Years

Area Manager (Level 5)


Identified Gap


· Good Communication in Regional Language, Hindi, and English· Product Knowledge· In-Store Marketing/ Promotions (Hotel Management Courses)

·E-Mail Application (10th/ 12th level Courses)· MIS/ ERP (10th/ 12th level Courses)· Point of Sale (PoS) (All Courses)

· Impressive Self-Presentation·Working with people·Adhering to principles & values· Persuading & Influencing· Presenting & Communicating Delivering Results &Meeting Customer Expectations·Following Instructions & Procedures· Coping with Pressures & Setbacks· Customer Handling· Grievance Handling

· Service Aptitude· Sales Ability· Language Ability· Understanding Others· Helping Others · Manual Ability Math Ability




Identified Gap


Professional Knowledge Computer Knowledge· Cashiering Process and Cash Reconciliation

·MIS/ ERP · Point of Sale (PoS) · Financial Package

·Working with people·Adhering to principles & values· Presenting & Communicating Delivering Results &Meeting Customer Expectations·Following Instructions & Procedures

· Service Aptitude· Organizing Math Ability

Skill Gaps Identified for Entry-Level ( Cashiering)



•

Product / Range

Finalization

Procurement

Logistics & SCM

Warehouse

Store Operation

sProductio

n


Service Support

(Call Centre)


Career Paths In Production (Café & Restaurant)

Qualification: Graduate in Hospitality/ Food ProductionWork Experience: 10-14 Years Key Knowledge, Abilities & Aptitudes:- Eye for detail- Problem Solving AbilityQualification: Graduate in Hospitality/ Food ProductionWork Experience: 6-10 Years Key Knowledge, Abilities & Aptitudes:-Leadership- Planning and OrganizingQualification: None/ 10thWork Experience: 0-1 YearsKey Knowledge, Abilities & Aptitude:- Dexterity- Can work under pressure

Trainee (Production)

Commi (Level 1)

Chief Cook/ Chef De Parte (Level 2 & 3)

Outlet Chef (Level 4)

Qualification: Graduate in Hospitality/ Food ProductionWork Experience: 14 +Years Key Knowledge, Abilities & Aptitudes:- Commercial Aptitude

Area Chef (Level 5)


Identified Gap


Professional Knowledge Computer Knowledge·Working with people·Adhering to principles & values· Learning and Researching Delivering Results &Meeting Customer Expectations·Following Instructions & Procedures

· Lernability




•

Product / Range

Finalization

Procurement

Logistics & SCM

Warehouse

Store Operation

sProductio

n


Service Support

(Call Centre)


Qualification: Pursuing Graduation/ GraduateWork Experience: 3-7 YearsKey Knowledge, Ability & Aptitude:- Leadership- Planning and OrganizingQualification: 10th / 12th Pass Work Experience: 0-1 yearsKey Knowledge, Abilities & Aptitude: Navigational Skills Manual Ability Math Ability Service Attitude

Career Paths In Café & Restaurant

Delivery Supervisor (Level 2&3)

Delivery Taker (Level 1)

Trainee (Delivery)



Identified Gap


· Driving the delivery vehicle ·Impressive Self-Presentation·Adhering to principles & values· Presenting & Communicating Delivering Results &Meeting Customer Expectations·Following Instructions & Procedures· Coping with Pressures & Setbacks· Customer Handling· Grievance Handling

· Service Aptitude·Understanding Others· Helping Others · Math Aptitude



•

Product / Range

Finalization

Procurement

Logistics & SCM

Warehouse

Store Operation

sProductio

n


Service Support

(Call Centre)


Qualification: - For Café & Restaurant: Post-Graduation in Food TechnologyWork Experience: 4-8+Years Qualification: - For Café & Restaurant: Post Graduation in Food TechnologyWork Experience: 1-5 Years Key Knowledge, Abilities & Aptitudes:- Leadership- Planning and Organizing

Qualification:-For all segments: Graduate in Specific Field- For Café & Restaurant: Post Graduation in Food TechnologyKey Knowledge, Abilities & Aptitudes:- Product Category Knowledge- Industry Specific Quality Processes/ Standards- Aptitude for Research and Analysis

Career Paths In Quality Control

Executive: QA (Level 1)

Sr. Executive (Level 2&3)

Quality Manager (Level 5)



Identified Gap


· Knowledge of various tests that should be conducted· Knowledge of Standard Quality Assurance Practices· Knowledge on industry specific quality processes and standards (Technology Courses do not cater to Quality Standards and tests)

· MIS/ ERP (Technical Courses )

· Deciding and Initiating Action· Writing and Reporting

· Scientific Aptitude



•

Product / Range

Finalization

Procurement

Logistics & SCM

Warehouse

Store Operation

sProductio

n


Service Support

(Call Centre)


Qualification: Pursuing Graduation/ GraduateWork Experience: 2-4 Years Key Knowledge, Abilities & Aptitudes:- Leadership- Planning and Organizing- Problem Solving and Grievance Handling Ability

Qualification: Pursuing Graduation/ GraduateWork Experience: 1-2 yearsKey Knowledge, Abilities & Aptitudes:- Sales and Service Aptitude- Communication Skills and Language Ability- Dexterity

Career Paths In Service Support

Associate (Level 1)

Supervisor (Level 2)



Identified Gap


Professional Knowledge Computer Knowledge· Knowledge of Customer Handling and Issue Escalation Process (Industry-Specific Cases and Escalation Process to Follow)

·Adhering to principles & values· Persuading & Influencing· Writing & Reporting Delivering Results &Meeting Customer Expectations·Following Instructions & Procedures

· Language & Communication· Service Aptitude· Helping Others



Key Recommendations•


Key Recommendations

• Identity Cards should be issued for students eligible for getting hired in the retail sector.

• Aptitude testing at the 8th or 10th class level would help people identify certificate courses they could take up .


Key Recommendations

• Short certificate courses for specific fields in the retail sector such as:• Entry Level Jobs in Warehouse Operations• Entry Level Jobs in Store (shops/ retail

outlets)Operations • Entry Level Jobs in Café & Restaurant

Operations• Entry Level Jobs in Production (Cooking) in

Café & Restaurant Operations• Entry Level Jobs in Home Delivery

Operations• Entry Level Jobs in Service Support (Call

Centre) Operations

Occupation & Qualification Mapping in the Indian Retail Sector A People Factor Study for World Bank.

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Transcript of Occupation & Qualification Mapping in the Indian Retail Sector A People Factor Study for World Bank.