KUTCHINA KITCHEN AP­PLI­ANCES

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Af­ter a decade of de­liv­er­ing qual­ity, in­no­va­tion and a wide range of ap­pli­ances in the In­dian mar­ket, Kutchina has be­come one of the lead­ing kitchen ap­pli­ances brand in In­dia to­day. The com­pany has ex­celled in pro­vid­ing en­ergy ef­fi­cient prod­ucts in­clud­ing chim­neys, hobs, dish­wash­ers, built in mi­crowave ovens, built in ovens and wa­ter pu­ri­fiers.

Namit Ba­jo­ria, Man­ag­ing Di­rec­tor, Kutchina Kitchen Ap­pli­ances,

talks about the suc­cess­ful fran­chise jour­ney of the brand

Tell us about your franchising jour­ney in 2018.

The franchising jour­ney in 2018 till date was flinty and ag­gres­sive. In the fi­nan­cial year 2018- 2019 we are plan­ning ap­prox­i­mately 100 new stores launch across In­dia and over­seas. To­day we al­ready stand at 15 new stores that are run­ning suc­cess­fully, and many are lined up on the floor of get­ting it launched in the suc­ces­sive months. Thereby mak­ing max­i­mum of the fes­tive sea­sons.

Let’s talk about the chal­lenges as­so­ci­ated with franchising in In­dia?

Find­ing & iden­ti­fy­ing the right lo­ca­tion - Iden­ti­fy­ing hotspots which are syn­chronied with the tar­get mar­ket is clearly the big­gest chal­lenge we face. Find­ing the Right

Franchising Part­ner Find­ing the right peo­ple to busi­ness with is an­other chal­lenge. It is nec­es­sary to align all our part­ners with the com­pany’s goal and vi­sion. What makes your brand a fa­vorite with fran­chis­ers - things that you do for re­la­tion­ship and busi­ness build­ing for them. Kutchina al­ways val­ues its fran­chis­ers and nur­tures re­la­tion­ships to de­velop loy­alty for the brand. We of­fer pro­gress­ing sup­port and fol­low up com­mit­ments from our end. We con­duct re­view meet­ing with the fran­chis­ers ev­ery month to mon­i­tor and de­velop trust.

As a fran­chise, what do you ex­pect from the fran­chis­ers?

Mar­ket Re­search Fran­chis­ers with ex­ten­sive mar­ket knowl­edge of pre­vail­ing mar­ket con­di­tions are of im­mense value to the com­pany, be­cause they can help us to chart strate­gies and poli­cies. Stream­lin­ing Work

Pro­cesses - Stream­lin­ing of work makes for pro­vid­ing the best ser­vices to cus­tomers. Op­ti­mum In­ven­tory man­age­ment and timely de­liv­er­ing to its cus­tomers. Main­tain­ing the data­base and em­pha­size on the cus­tomer feed­back.

Based on your ex­pe­ri­ence and ex­per­tise, what do you have to say about the un­der­stand­ing of franchising in In­dia, es­pe­cially if you have to com­pare it with the sys­tem seen in Eu­ro­pean or Western coun­tries.

There are cer­tain points which act as a dif­fer­en­tia­tor between In­dia and other coun­tries:

Cap­i­tal Re­quire­ment Cap­i­tal re­quire­ment to own a fran­chise is low and fa­vor­able in In­dia, the fran­chis­ers need not risk huge chunk of money to in­vest in this model, whereas the same is not ap­pli­ca­ble for western and Eu­ro­pean coun­tries.

Mar­ket Size - Mar­ket size in In­dia is hu­mon­gous and there is al­ways room for growth of the com­pany. Fran­chise model is the only way to achieve max­i­mum height.

Cur­rent Sce­nario - Many big hon­chos have es­tab­lished them­selves on the grounds of Fran­chise model, clearly the growth rate are 30 to 40 % ev­ery year, fur­ther fore­cast­ing says that this model will go grow in leaps and bounds

Tell us about the franchising busi­ness of your brand, high­light­ing the key mile­stones that are dear to the com­pany’s jour­ney.

Kutchina is a brand which al­ways aims not to meet the bench­mark but to beat the bench­mark. Our franchising jour­ney has been so far so good, but now the com­pany is push­ing it­self to reach

100 brand new stores in the fi­nan­cial year 2018 - 2019.

Ev­ery new store is a big step and ev­ery big step is a mile­stone for us. They are a source of pride for both the com­pany as well as the fran­chis­ers. De­sign­ers and ex­perts work to­gether and pro-ac­tively to­wards ex­e­cu­tion of a new store with min­i­mum lead time. Thus, we be­lieve in cre­at­ing a beau­ti­ful story for ev­ery new launch.

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