Syndicated Retail Research

The retail research practice started with a client request to track prepaid mobile phone service SIM cards in the state of Punjab. That retail research itself grew over a period of 5 years to cover more than 100 towns in the state. Almost all other mobile telephony service providers followed suit; as a result, we were covering more than 300 towns in 10 states of India. This was followed by a request from a mid-sized Indian company to study the retail market for low voltage switchgears. Within 18 months, the first syndicated retail measurement – for building electrical products and lighting was born. This was more than 8 years ago. From this humble beginning, our retail panel has grown to approximately 20,000 retail outlets in 80 towns and covers 40 product categories across building electricals, lighting, home appliances and stationery. Market Pulse is now a leader in the categories that it covers.

Market Pulse has emerged as a leader in retail performance research or retail market audits, as it is known in the industry. The company’s syndicated research reports are now considered the gold standard for 40 products. The companyhas become the partner of choice for over 30 leading companies.

Product Categories covered by Market Pulse Syndicated Tracks

  • Conventional Lighting (CFLs, GLS bulbs, tube lamps and luminaires)
  • LED lighting (lamps and luminaires)
  • Building Electrical Products (wiring accessories, MCBs& house-wires)
  • Electrical kitchen appliances (food preparation products such as grinders, induction cooktops, OTGs, microwave ovens & rice cookers)
  • Non-electrical kitchen products (pressure cookers, non-stick cookware & stoves)
  • Home comfort products (fans, room heaters, room coolers, water heaters & irons)
  • Wellness appliances (water purifiers and air purifiers)
  • Stationery: Writing instruments (pens & pencils), coloring range (crayons, sketch pens and paints), scholastic products (notebooks and geometry boxes) and office stationery (markers & highlighters)
  • Building products (paints, cement, adhesives & sanitary-ware)

Syndicated Research Methodology

Market Pulse retail performance research is based on tertiary sales data from a panel of 20,000 traditional retail outlets spread across different town classes in India. The panel is unique in its coverage of multiple channels which are so typical of the Indian market. In addition, Market Pulse has key partnerships with modern or organized retail chains, including both national and regional ones.

Market Pulse employs more than 150 field auditors to visit the retail outlets every month. The sales data is obtained by scanning hundreds of thousands of sales transactions recorded on invoices, sales registers and Market Pulse diaries.

A deep relationship with each retail outlet enables collection of sales data which is unmatched in accuracy. A proprietary method is also used to ensure consistent and robust data.

Syndicated Research Deliverables


Customized Retail Research

Market Pulse is becoming the partner of choice for an increasing number of organizations across the spectrum – White goods, LED TVs, FMCG, food products including infant nutrition & chocolates, building products as well as niche products such as household pumps and diesel engine pump-sets.

Market Pulse offers a wide range of research services in this domain, which are as follows:

  • Customized retail market performance measurement services to ascertain market shares and distribution effectiveness
  • Audits based on mystery shopper programmes to ascertain retail outlets’ adherence to service standards and tangible store aspects
  • Price tracking to enable adherence to laid down pricing policies
  • Brand visibility measurement research

Market Pulse has developed a proprietary web technology product to showcase research results obtained from mystery shopper programmes. This was shortlisted as one of the top 3 research technologies by an eminent jury constituted by Market Research Society of India in collaboration with Datamatics.