Franchiseindia

Established in 1994, the company has not only introduced the concept of branded diamond jewelry in India but also grown with it. In an interview, Rahul Vira, CEO, Gili India Ltd shares his views on company’s participation in the recently held FRO, Kolkata.

Namita Bhagat (NB): Share the origin and growth of your company and how did the company opt for franchise route?

Rahul Vira (RV): Gili established in 1994 is the pioneer in branded jewellery segment. Gili introduced the concept of branded diamond jewellery and has not just created a category but also grown with it.
We have started franchising from the year 2009 onwards. It is the sheer demand for our products and designs that encouraged the company to opt for franchising. From the business point of view, retailers are interested in being associated with a brand as established as Gili and franchising is the best way to do so. While it help entrepreneurs to get mileage of the brand equity in market and a ready business model to execute, it helps the brand to enjoy greater presence at number of touch points and serve to a wider customer set at large. With the rising significance of brand names, the acceptance of franchising is manifold, thus making it the best way to expand your business to wider geographies.

NB: Promotional strategy plays a very significant role in the appropriate growth of the brand. Kindly elaborate on the strategy you adopt to enhance the reach of your brand?

RV: Earlier jewellery buying was predominantly done only during the wedding or the festival season. However, now a jewellery buyer is more evolved and purchases happen around the year. We use all channels of media to reach our target audience pan India, be it prints, broadcast, social media marketing, website & internet, hoardings, participating in the regional events etc.

NB: Gili India Ltd has participated in FRO, Kolkata, what factors motivated you to participate in the event?

RV: Presence in North-East India was part of our business plan. With FRO being held in Kolkatta, Gili got the appropriate opening in the region to meet potential investors etc.

NB: Share your experience of being one of the participating companies at FRO.

RV: Our participation in FRO has been rewarding. It has been a good experience to interact with industry peers and also learn and get a better understanding of the market.

NB: How do you think the brands’ participation in the event would contribute to the growth of your company?

RV: FRO is a platform where prospective investors, real estate vendors and ancillary vendors etc all come together and thus create an atmosphere conducive for business for all.

NB: What advice would you like to give to the entrepreneurs and investors aspiring to participate in the show to get maximum benefits from it?

RV: Identify the brand which best fits your interest and pocket. Get associated with a brand/company which has a proven track record.