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Retail Experience. Strategic Perspective. Measurable Impact.
Meet Our Founder
S. Shriram is the Founder and CEO of Miles2Go Consulting Services, bringing extensive experience across retail strategy, business expansion, marketing and operations.
Since beginning his retail career in Chennai in 1997, he has worked across grocery, fashion, food and beverage, malls, airport retail and consumer brands.
His experience spans business launches, franchise expansion, store operations and revenue growth.
Over the years, he has helped businesses address complex challenges—from improving store productivity and profitability to expanding distribution and strengthening consumer engagement.
Alongside consulting, Shriram has spent over two decades teaching 5,000+ students at premier Institutions and Business Schools across India.
He has and has authored more than 1,500 articles on Consumer Insights for leading publications.
Where My Retail Journey Began
My retail journey began in Chennai in 1997, while I was pursuing my undergraduate studies and attending NIIT classes.
Working as a waiter at Baskin Robbins gave me an early, first-hand understanding of consumers. I began observing who visited the store, what they bought, and how occasions, family groups and preferences influenced their choices.
Long before data analytics became commonplace, these observations helped me identify customer patterns, understand flavour preferences and improve the sale of slower-moving products by creating relevant combinations.
That experience shaped a principle I carry into consulting today: business growth begins with understanding the customer.
Building Retail Foundations
In 2001, I joined RPG Retail as a Management Trainee, recruited by the late Retail Legend, Mr. Raghu Pillai. My early experience at Musicworld in Kolkata and Foodworld introduced me to the fundamentals of organised retail.
The shop floor became my classroom. I learnt how merchandising, store design, customer experience and inventory decisions influence business performance.
At Foodworld, I increased private-label SKU sales by 150% within six months, redesigned store layouts to improve navigation, and applied data-led methods to ordering and inventory management.
These experiences shaped my approach to consulting: combine customer understanding, operational discipline and commercial data to deliver measurable results.
Scaling Retail Businesses
In 2004, I joined the start-up team at CENTRAL Malls, part of the Future Group, helping build a new retail destination for Indian shoppers. My responsibilities included managing and leasing spaces across categories such as food and beverage, books, electronics, entertainment and restaurants.
In 2005, I joined United Colors of Benetton. Starting with one store in Southern India, I helped expand the regional network to six stores through franchise partnerships. I also led regional marketing initiatives, supported recruitment and training, and enhanced in-store customer experiences.
For the launch of Chennai’s first United Colors of Benetton store, I orchestrated a fashion show at The Park Hotel where the ramp was located right on the swimming pool, a fancy back then!
These roles strengthened my expertise in retail expansion, franchise development, leasing and consumer engagement.
Pioneering Airport Retail in India
At Bengaluru International Airport (BIAL), I helped build India’s first airport retail ecosystem when the airport opened in May 2008.
The project brought together leading retail, duty-free, food and beverage, and passenger-service operators, creating a new retail destination within the airport. The 46,000 sq. ft. retail, food and beverage and passenger-services facility was among the largest of its kind at the time.
I also introduced a revenue-sharing model that linked commercial performance to passenger traffic — an innovative approach to airport retail at the time.
This experience strengthened my expertise in new business development, commercial partnerships, retail leasing and innovative revenue models.
Building and Scaling Retail Networks
In 2009, I joined Café Coffee Day and developed strategic partnerships with key accounts including the Airports Authority of India, Shoppers Stop, Central Malls, Walmart India, Phoenix Malls, Travel Food Services, educational institutions and Shell fuel stations.
During my tenure, I helped establish 140 cafés across malls, department stores, hypermarkets, bookstores, educational institutions and IPL stadiums, including partnerships with CSK and KKR.
By 2014, I had also doubled Royal Enfield’s dealer network across India.
These assignments strengthened my experience in partnership-led growth, multi-location expansion and building scalable distribution networks.
Scaling Businesses during Covid-19 slowdown
Doubling Revenues
Doubling Revenues
Doubling Revenues
In January 2020, I joined Levista Coffee with a mandate to turn around the brand’s performance. The Covid-19 disruption soon made the challenge even greater.
During FY 2020–21, my 140-member team doubled revenues, expanded point-of-sale distribution from 27,000 to over 77,000 outlets, and grew e-commerce tenfold.
We also built brand visibility through strategic partnerships and marketing campaigns, including associations with the Chennai Super Kings IPL team and regional television entertainment with Bigg Boss Tamil and Kannada.
The experience reinforced the importance of focused execution, distribution strength and commercial partnerships in building resilient businesses.
Clarity of Vision
Doubling Revenues
Doubling Revenues
Following the second Covid-19 lockdown in 2021, I worked with the leadership team at Specsmakers to improve store performance and profitability.
By streamlining store operations, training frontline teams to upsell, encouraging repeat purchases and focusing on Net Promoter Score, we strengthened the customer experience and commercial performance.
Within nine months, these efforts helped increase annualised revenue run rate by 45%.
The lesson: sustainable growth comes from aligning customer experience, frontline execution and measurable business outcomes.
Building Businesses. Solving Problems
Consulting
Offline Retail
Offline Retail
In August 2014, I founded Miles2Go Consulting Services to help businesses scale, improve performance and address critical strategic and operational challenges.
Since then, I have worked with leading businesses across consumer, retail and allied sectors, bringing practical experience and a hands-on approach to solving business problems.
My c
In August 2014, I founded Miles2Go Consulting Services to help businesses scale, improve performance and address critical strategic and operational challenges.
Since then, I have worked with leading businesses across consumer, retail and allied sectors, bringing practical experience and a hands-on approach to solving business problems.
My consulting philosophy is simple: turn insight into action and action into measurable business results.
Offline Retail
Offline Retail
Offline Retail
In 2014, I launched Smiling Baby, an offline retail venture focused on quality baby-care products at a time when organised retail in the category was still developing.
By 2019, the business had grown to five franchised stores across Tamil Nadu, offering around 1,800 SKUs for mothers, newborns and children up to four years old.
The venture g
In 2014, I launched Smiling Baby, an offline retail venture focused on quality baby-care products at a time when organised retail in the category was still developing.
By 2019, the business had grown to five franchised stores across Tamil Nadu, offering around 1,800 SKUs for mothers, newborns and children up to four years old.
The venture gave me first-hand experience in assortment planning, franchising, store operations and serving a specialised consumer segment.
Online Retail
Offline Retail
Online Retail
In 2015, I launched OyeThere, a hyperlocal e-commerce platform designed to deliver everyday household and grocery products quickly to time-poor consumers.
The platform served parts of Chennai, offering products including Patanjali-branded goods with delivery in approximately 30–300 minutes.
This venture deepened my understanding of digital
In 2015, I launched OyeThere, a hyperlocal e-commerce platform designed to deliver everyday household and grocery products quickly to time-poor consumers.
The platform served parts of Chennai, offering products including Patanjali-branded goods with delivery in approximately 30–300 minutes.
This venture deepened my understanding of digital commerce, last-mile delivery, customer convenience and the operational realities of building a new business model.
Our Offering
Explore the range of Consulting services that we offer our Clients to solve critical business problems.