antaloon Retail (India) Ltd's price warrior, Big Bazaar, is treading a new path. The hypermarket brand, which witnessed a 110 percent increase in sales to Rs 254 crore during July-September 2005 over the corresponding period last year, has launched a new print campaign.

Big Bazaar has used the price platform with the baseline proclaiming, "is se sasta aur accha kahin nahi" ('there's nothing cheaper or better than this') to telling effect till now. The value retail store has tried to build its image as a discount store where goods are available at the lowest possible price. It even ran a 'Price Challenge' campaign claiming that if a customer found the same product at a cheaper price elsewhere, the store would pay double the difference. ... more