KUTCHINA KITCHEN APPLIANCES
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.