Efficiency over expansion

Tags: Donear, DíCot, franchisee, franchise, FRO, Kolkata, Sapan Surekha, apparel, brands, ROI

By: Namita Bhagat | April 28, 2011 | comments (0 ) |

Efficiency over expansion Launched in 2007 and supported by parent brand Donear to successfully adopt the franchisee model, the brand ĎDíCotí is spearheading its expansion pan India. In an interview Sapan Surekha, Director, Donear (Retail) shares his experience of participation in FRO, Kolkata.

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

Sapan Surekha (SS): We started the brand DíCot in October 2007 with just 20 stores and with the support of the parent brand Donear we got all of them on franchisee mode. Today we have 260 + stores and are spearheading towards the bigger numbers in this fiscal year. Our each store is profit making store, we do not believe in the number game. We believe in efficiency first and expansion later. So thatís the way we will continue to grow.

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?

SS: Yes, definitely promotional strategy plays a vital role to escalate any brandís value proposition. We are regular advertisers with the countryís leading publications and electronic networks. We believe that best way to succeed is to find the good connect with your audience, and the time you get the connect portion fine you develop a kind of trust and loyal base of consumers.

We are countryís most trusted brand and the challenge does not over here, in fact it starts here, as for a consistent brand it is expected to perform 24 x 7 x 365 and all round. Our long term strategy is based on various media vehicles as Television, Print, Radio, Hoardings, Mailerís, SMS, Mall Activations, Magazines and so on.

NB: Your Company has participated in FRO Kolkata. What factors motivated you to participate in the event?

SS: Yes, we had participated in FRO Kolkata. As we are on expansion spree so wanted to utilise this part of FRO to find connect with prospective franchisees.

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

SS: It was good to be a part of FRO as to find the good connect and directly interface the investors interested in our brand. The stall portion makes it more vulnerable as it becomes practically possible to showcase your product as investors and can always compare are product offerings with the other brands vis Ė a Ė vis its price point. So as a close touch point for the investors it feels good to be a part of your FROs.

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?

SS: We find that education sector is being over crowded in the FRO so, it does not help us in any case. It has to be the apparel brands in tune with us, so that proper justification and verification is ready there for the investors. They would also have the various brands and that market would create a value for us as well as for investors. As once compared, investors are tend to make a cool choice giving them the sense of security and ROI with a mass image.

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