Franchiseindia

Acknowledging franchising as the best way to grow business New Zealand Natural, an ice cream chain opened its first store in 1990. Mrityunjay Kumar, Business Head India, New Zealand Natural shares brands’ experience of participation in FRO Jaipur.

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

Mrityunjay Kumar(MK): New Zealand Natural began as a small ice creamery in Christchurch in New Zealand's South Island in 1984. The company specialises in ice cream with no artificial colours or flavours. Rael Polivnick, a South African entrepreneur and Australian resident, met the owner on a plane shortly after it opened, and this chance meeting led to him opening a store at Bondi Beach in 1985. Polivnick settled on a franchising model as the best way of growing the business, and the first franchised store was opened in 1990. The brand started off in India with Exotic Gourmet as master franchisee for India, since August 2010. The brand opened 22 stores in such a short span of time and the number is growing with around four stores opening every month.

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

MK: Our stores are located at prominent locations like Great India Place, Atria Mumbai and the international look itself appeals to the walk ins. Still we reach the unreachable majorly through print media. Other promotional campaigns involve participation in exhibitions like FRO etc.

NB: New Zealand Natural has participated in FRO Jaipur. What factors motivated you to participate in the event?

MK: We participated in FRO Delhi show for the first time and the awareness and reach that we got from the show prompted us to go ahead for all other shows of Franchise India specially the shows which are in the cities we are targeting. Jaipur was very much on the expansion map of the brand and nothing better than FRO was the channel to approach the market. I specially appreciate the quality of footfalls that FRO attracts in all their shows rather than quantity. After all it’s always wise to reach your targeted segment rather than doing a wild goose chase.

NB: Share your experience of being one of the participating companies at FRO. MK: We have hit the bull’s eye in both the shows till date. It’s the perfect platform which helps investors and the brands to be together and judge what suits whom.

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

MK: As I mentioned, the show has always attracted right audience to interact with the brand. This has helped the brand to minimise their efforts in hunting the right investors. This results in quick conversions and boosts the targeted expansion.

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?

MK: All participants should be aware of their stall placement, like if you are in apparels you should be among apparel brands i.e. you must not try to stand out of the crowd. They should be ready to show with all they could offer for profit maximisation of their prospective investors. Up and above all they must not make any wrong and illusionary commitments, just to woo investors in their favour, as the market is matured enough to pay it back. I will always advice all brands whether they are aspiring to grow or however well established they are to participate in FRO so that they could address the right audience and increase brand recall.