VMRD - - Interview -

In the small town of Navsari, the man who re­paired cy­cle punc­tures dared to dream big; put up gar­ment stall in week­end mar­kets, joined forces with his brother (one tech­ni­cally sound the other hard­work­ing and sin­cere)… The dream turned into re­al­ity -- a large re­tail em­pire and a fam­ily busi­ness! Well, this is the story of Wed­ding. “Af­ter grad­u­ally ex­pand­ing, 15 years ago my fa­ther and my un­cle started our first show­room called Silk Mu­seum which be­came the best store in Navsari. Soon came in the next gen­er­a­tion, my brother, my two cousins and I we joined the busi­ness too but Navsari was a lim­ited mar­ket and we needed to ex­pand our po­ten­tial so we de­cided to split in 2 groups. Three of us man­age the Navsari store and the other 3 ex­plored the city of Su­rat to be­gin afresh there,” shares Sameer Ka­pa­dia. The name of the lat­ter group is Ka­pa­dia and Sons, which has three re­tail stores un­der its wing —Silk Mu­seum, Viva and Wed­ding.

Wed­ding was a high risk store as it was in­cepted at the time when the mar­ket wasn’t so big. The stores were present in a res­i­den­tial spa­ces where 8-9 res­i­dences were bought to­gether to make a show­room. As they grew the en­tire fam­ily shifted to Su­rat and the Navsari stores were man­aged through soft­ware and tech­nol­ogy. “We have 3 stores now and ev­ery­thing is work­ing smoothly. Each of this store has a dif­fer­ent name and is op­er­ated in­de­pen­dently; in fact we even com­pete with each other. We didn’t see a point in adding more stores in the same name and los­ing ex­clu­siv­ity. The mer­chan­dise is dif­fer­ent, the clien­tele, the buy­ing and ac­count­ing, ev­ery­thing is dif­fer­ent. We be­lieve that, where there is healthy com­pe­ti­tion there is growth. We work like com­peti­tors and at the end of the day ev­ery­thing comes in the same bucket and we share. We found sense in com­pet­ing among our­selves and serv­ing mar­kets, rather than some­one else com­ing and tak­ing away the mar­ket share. And this has re­sulted in us be­ing a com­pany with a turnover of more than Rs 40 crore,” Sameer high­lights

Silk Mu­seum is 2000 sq ft, Viva is 5000 sq ft and Wed­ding is 35000 sq ft. Yet an­other show­room which we have rented from Mr Vishal is about 20000 sq ft. “On the store­design front the one point vi­sion we had was to have the big­gest store in Su­rat, with max­i­mum ca­pac­ity for sit­ting, stock­ing and should of­fer the most com­fort­able ex­pe­ri­ence to our cus­tomers. Be­cause the in­sight is when women come to shop they come in large groups hence we fac­tored this in our de­sign. Wed­ding was our dream project and it came true. We wanted our cus­tomer to en­ter and say “Wow”! Fur­ther on, qual­ity was quin­tes­sen­tial both in store­design and prod­ucts. Qual­ity prod­ucts is our DNA as for store-de­sign Vishal Khera­dia did magic,” Sameer says.

They plan to open more stores in fu­ture but with a dif­fer­ent treat­ment. “I be­lieve we are in a per­ish­able in­dus­try. Al­though the prod­uct lasts longer but fash­ion doesn’t so we have to keep at it and al­ways stay ahead.”

Sameer Ka­pa­dia, Di­rec­torWed­ding

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