Capitalising on corporate culture


By: Namita Bhagat | June 17, 2011 | comments (0 ) |

Capitalising on corporate culture


A specialised office chairs company, Bluue Mango, opted for franchise route for growth and expansion. In an interview, Rakhil R CEO, Bluue Mango Seatings Pvt. Ltd shares his experience of participation in FRO Mumbai. Namita Bhagat (NB): Brief us about the origin and development of your company and how did the company opt for franchise route? Rakhil R (RR): Bluue mango is a company that deals in specialised office chairs. As a group, it has more than 20 years of presence in this industry, with its exclusive imported product range of wooden floorings, office chairs, furniture, plywood and veneers has become a trusted name in the market. The way commercial office space in growing in IT, ITES, banking and insurance, chairs are becoming an essential part of any office, we see a huge growth potential for organised office chair brands. To cater to this growing market we require franchise partners to reach all the potential markets and have plans to extend our reach across India we are aiming for more than 100 stores pan-India in the next three years by appointing business partners with an immediate plan to expand in existing markets of Mumbai, Bengaluru, Pune, Chennai and Hyderabad. NB: Promotional strategy is part and parcel of brand’s appropriate growth. Kindly elaborate on the approach your company adopts to enhance its reach. RR: Currently, the company owns eight showrooms and a central warehouse of 2,00,000 sq.ft and has an extensive network of 13 branches, 50 distributors and 300 dealers across India. And a right promotional strategy is important to further the growth of the brand. So, our main promotional activities will be specially targeted to the architects and corporate through furniture stores, furniture magazines, business dailies and multiple stores in the potential markets. NB: Your company has participated in FRO Mumbai. What factors inspired you to participate in the event? RR: Franchise India is a good platform to reach out to potential investors because of the vast experience Franchise India has in the franchise industry. NB: Share your experience of being one of the participating companies at FRO. RR: FRO participation has given us the exposure to understand the investor perspective and also a platform to meet and have face to face interactions with the potential franchisees. NB: How do you think the brands’ participation in the event would contribute to the brand’s growth? RR: It will give the brand ‘Bluue Mango’ a great opportunity to promote the franchise model, which could be a good way to get franchise partners and achieve expansion and growth. 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? RR: Entrepreneurs and investor could jointly work on their franchise model with Francorp and promote the overall concept through the expo.


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