KIDER IN­DIA

Bring­ing in 55 years of ex­pe­ri­ence in man­u­fac­tur­ing store fit­tings to the In­dian re­tail fix­ture mar­ket, Kider In­dia Pvt Ltd to­day is ca­ter­ing to lead­ing brands in large scale re­tail for­mats.

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Es­tab­lished in 1957, Span­ish com­pany Kider Store Fit­tings to­day is one of the lead­ing Euro­pean man­u­fac­tur­ers of store fix­ture so­lu­tions sell­ing in coun­tries in­clud­ing Spain, France and Por­tu­gal. Glob­ally, Kider also ex­ports to Africa, Amer­ica, Mid­dle East and to the West Asian coun­tries. En­ter­ing the In­dian mar­ket in 2010, Kider In­dia Pvt Ltd spe­cial­izes in man­u­fac­tur­ing shelv­ing, dis­play units, check-out coun­ters, wire trol­leys, bas­kets, di­viders and en­clo­sures for su­per­mar­kets, hy­per­mar­kets, elec­tronic stores and so on with re­tail clients in­clud­ing Aditya Birla, D-Mart, Hyper­city, Star Bazaar, To­tal and Viveks. “The de­ci­sion to ven­ture into re­tail shop fit­tings was taken two years ago. At that time the mar­ket was evolv­ing, and we saw great po­ten­tial here. When we started in the In­dian mar­ket, there was no stan­dard­ized qual­ity; ev­ery­thing was get­ting im­ported from China. There­fore, we saw an up­beat growth,” says Jon Guinea, CEO, Kider In­dia. The com­pany fo­cuses on pro­vid­ing com­plete so­lu­tions and value ad­di­tion ser­vices to cus­tomers. Kider has a huge list of com­po­nents or ref­er­ences (over 70 thou­sand) from which the clients can choose. Scal­ing up their pro­duc­tion ca­pac­ity in In­dia, Kider has setup a state-of-the-art fac­tory for sheet metal and wire fix­tures, which has 7000 sq feet of pro­duc­tion area. The plant has a ca­pac­ity of pro­duc­ing one store per day. “Our USP is the longevity of our prod­ucts, where they last at least 8-10 years. Dura­bil­ity and load­bear­ing are two ad­van­tages for us. An­other area is mo­du­lar­ity. We have made our dif­fer­ence by pro­vid­ing end to end so­lu­tions. We don’t pro­vide only one or two prod­ucts and ser­vices. We are pro­vid­ing com­plete ser­vices from con­cep­tu­al­iza­tion of the store to in­stal­la­tion” Jon says.

In ad­di­tion to large re­tail clients, Kider In­dia has also col­lab­o­rated with smaller play­ers such as Ma­ha­laxmi Store, Cen­ter One Bazaar and De­liv­ery Cor­ner. “Ac­cord­ing to me the path-break­ing thing we have done is that we have brought change in small lo­cal play­ers also. We have trans­formed their en­tire stores and bring them so­lu­tions that were only ac­ces­si­ble to medium-big size com­pa­nies. Also we have faced in­cred­i­ble chal­lenges in our early stages, as we had to work on 155 stores across In­dia in 30 days and we did it on time, which built up our con­fi­dence in what we do,” Jon ex­plains. With great em­pha­sis on strength­en­ing its hu­man re­sources, Kider pro­vides con­stant train­ing to its em­ploy­ees for bet­ter per­for­mance and ef­fec­tive cus­tomer ser­vice. “We give train­ing to all our key em­ploy­ees in Spain for 3-6 months whether it is tech­ni­cal, pro­duc­tion or lo­gis­tics team. We teach them to work ac­cord­ing to our in­ter­na­tional stan­dards, and they show us their way of work­ing in In­dia so the ex­change ben­e­fits ev­ery­body. Like this, Kider Group en­sures that best prac­tices are al­ways ap­plied. We have to bear in mind that one of our medium term ob­jec­tives is to serve all Asia from our In­dian fa­cil­i­ties” Jon adds. While Kider en­tered In­dian mar­ket dur­ing the re­tail boom, it is cur­rently ex­pe­ri­enc­ing a slug­gish mar­ket due to the slow­down in con­sumer spend­ing. “A few years ago, we saw huge po­ten­tial in In­dian mar­ket, where the de­mand trend was quite high. We have de­tected a shift by our clients from a rapid ex­pan­sion strat­egy to­wards a fo­cus in im­prov­ing ef­fi­cien­cies. We also think that FDI ap­proval is still at a very early stage and there are yet many ques­tions to be an­swered so it will take some time be­fore we see any ben­e­fit from it. Nev­er­the­less, we are cur­rently grow­ing con­sis­tently at about 10% per month and we have broad­ened our cus­tomer port­fo­lio. More and more cus­tomers are re­fer­ring us in the mar­ket which is some­thing to be proud of” Jon says.

Jon Guinea -CEO Kider In­dia

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