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.
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