Rhi­nos In­dia

Leav­ing no stone un­turned in its path to suc­cess, Rhi­nos In­dia has to­day emerged as a full-fledged or­gan­i­sa­tion in the area of re­tail dis­play and mer­chan­dis­ing, with branches in coun­tries such as China. Point Of Pur­chase gives you a pro­file of this com­pan

Point of Purchase - - CONTENTS - Fairy Dharawat

There “is no “I” in a team but only

win” -- Michael Jor­daen. This adage goes very well with the story of Rhi­nos In­dia. Started in 1989 by the name of “Nets & Bas­kets (In­dia) the com­pany later be­came Rhi­nos In­dia Pvt Ltd in 2010, and since then the com­pany has been on an up­ward spi­ral. Ask them about their suc­cess story and they will give the sim­ple and mod­est an­swer of “grow­ing up to­gether with their clients”. Says Gau­rav Goel, Di­rec­tor of Fi­nance, Rhi­nos In­dia “We wish to ded­i­cate all our suc­cess and growth to our No. 1 buyer namely Frito Lays In­dia, with whom we started grow­ing af­ter they took over the brand Un­cle Chipps and launched Kurkure and Lays with var­i­ous flavours in the mar­ket. It was they, who groomed us as per their needs and growth plans and they made us grow along with them. We fully ac­knowl­edge their role in our growth and suc­cess. They were in­stru­men­tal in guid­ing us to the present scale of our op­er­a­tion.” Well the early days were ob­vi­ously fraught with many chal­lenges, one of which was to usher in qual­ity con­trol and to bring all small units un­der one roof. Along with this, they also had to in­tro­duce new engi­neer­ing tech­nolo­gies while bring­ing down the prices as per clients ex­pec­ta­tions. But they did all this and more as they in­tro­duced a work­ing en­vi­ron­ment con­ducive to im­prov­ing the over­all skills of the un­skilled work­ers. This to­day is a norm though back then it was a new prac­tice to fol­low. Says Mr Ku­mar (or Cap­tain Ku­mar as he is re­ferred to), Manag­ing Di­rec­tor, Rhi­nos In­dia,, “From hardly mak­ing 20 racks per day to the present ca­pac­ity of fab­ri­cat­ing and fin­ish­ing up to 20 tonnes of metal ev­ery­day, keep­ing in mind the qual­ity and strength of racks re­quired for the In­dian mar­ket and weather con­di­tions, speaks vol­umes about our ef­forts to counter the chal­lenge. The fish­er­men community who used to weave the bas­kets for our clients were in­sti­tu­tion­al­ized and to­day they work as a co­op­er­a­tive so­ci­ety and are able to de­liver the huge quan­ti­ties re­quired by our clients like Maggi, Yip­pies, Lays, TATA Tea and many oth­ers. The ag­gres­sion and de­mand of our clients was a bless­ing for us and it was met in equal fer­vour by our ded­i­ca­tion, per­se­ver­ance and com­mit­ment.” Well not sur­pris­ingly, Rhi­nos be­lieves firmly in hard work, hon­esty, trans­parency, adaptability and a dis­ci­plined team. To­gether with this, the team work team and in­fra­struc­ture have con­trib­uted a lot to the suc­cess of Rhi­nos which to­day has a turnover of Rs 430 mil­lion. With so many years in the in­dus­try Rhi­nos is quick to zero in on the cur­rent trends in the in­dus­try and their own plans. Says Ku­mar, “Now with the ar­rival of for­eign play­ers into large for­mat whole­sale trade, and with the tra­di­tional trade adapt­ing to the changes re­quired for com­fort shop­ping, we are work­ing with a vi­sion to mod­ernise these stand­alone mid sized neigh­bour­hood stores, who are go­ing to stay there to com­pete with the big for­eign play­ers, with bet­ter de­signed dis­play, stronger ma­te­ri­als and a cost ef­fec­tive so­lu­tion to them.” While cur­rently fo­cus­ing on vis­i­bil­ity in mod­ern trade, Rhi­nos is also com­bin­ing work­able de­signs with bet­ter engi­neer­ing. Adding on the same note, says Gau­rav, “Again, it is our clients who want us to get into Mod­ern Trade as they feel that they are not be­ing ser­viced prop­erly by var­i­ous agen­cies and are be­ing over­charged.” Rhi­nos al­ready has a man­u­fac­tur­ing fa­cil­ity in the Guang­dong prov­ince where they man­u­fac­ture, dis­play racks, bar chairs and casino chairs for Euro­pean and Mid­dle East mar­ket. Be­sides, the com­pany has an of­fice in Hong Kong and a fully op­er­a­tional of­fice in China with Hindi, English and Man­darin speak­ing staff. Rhi­nos is now all geared up to start work­ing in the in­ter­na­tional mar­ket ex­port­ing their own branded prod­ucts. Along with this, the com­pany is also plan­ning on en­ter­ing the do­mes­tic su­per­mar­ket racks seg­ment which till date is be­ing mostly im­ported from china. Here is a look at a Mer­chan­dis­ing so­lu­tion of­fered by Rhi­nos for it client Snickers Choco­lates – A Thermo form­ing Wall mount so­lu­tion Choco­lates are usu­ally sold from fridges and cash counter dis­pensers. It is a chal­lenge to mer­chan­dise the phys­i­cal prod­ucts from non­re­frig­er­ated dis­pensers as these melt due to heat, es­pe­cially in a hot weather coun­try like In­dia, so it was dif­fi­cult for Mars In­dia to mer­chan­dise Snickers. Rhi­nos In­dia came up with this so­lu­tion of mer­chan­dis­ing, which was a dummy pack made of wood, wrapped with ac­tual art work and film used on choco­lates to give an orig­i­nal look and it was in­serted in the cav­i­ties. The unit was sealed to en­sure sta­bil­ity and safety of con­tents. The unit is very con­ve­nient in terms of in­stal­la­tion and fast pro­duc­tion, be­sides be­ing light weight and very eco­nom­i­cal

Gau­rav Goel, Di­rec­tor of Fi­nance, Rhi­nos In­dia

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