Retail Oct, 01 2012

Customised to profits in kidswear

By Namita Bhagat
Customised to profits in kidswear

Aiming to bring the convenience of shopping for kids and infants, the convenient store concept My Mart originated in 2011. In an interview, Pawan Agarwal, CMD, PB Retail Pvt. Ltd shares brand’s pan India expansion plans.

Namita Bhagat (NB): Tell us about the concept of My Mart. When was it started?

Pawan Agarwal (PA): Incepted in March 2011, My Mart is promoted and owned by PB Retail Pvt. Ltd is the pioneer company in infants and kidswear retail. My Mart is the concept of convenience shopping stores for kidswear and infants across all categories under one roof. PB Retail is into second year of its successful operations in Delhi and National Capital Region (NCR). It is also targeting market in Uttar Pradesh. The company has emerged as a key player in the infants and kid's category and PB Retail has the potential to establish itself as a major retailer in the category. Presently, the company is running nine own profitable convenient stores in Delhi /NCR region. It plans to open nearly 10 My Mart convenient stores in the state by the end of 2013.

NB: How apt is the concept for Indian market? How much retail space My Mart has already covered until now?

PA: In India, customers look for quality, variety, easy availability, economical pricing, and good shopping atmosphere. They are aware of global fashion trends. Thus, a retailer who can cater to all these five deliverables will emerge as a winner in retail business. My Mart aims to make the kids and their parent’s shopping convenient, enjoyable and a value for money experience. The store provides personal touch to shopping experience and allows customers including kids to choose their own products. With nine stores currently opened,My Mart has covered over 20,000 sq. ft space.

NB: What all products does the brand offer?

PA:  My Mart houses wide range of products and accessories for infants and kids in all categories including apparel, toys, accessories maternity products, kid’s furniture and baby gear products and stationary products. Primarily focusing on kidswear category, the company also sells mother care brands. Besides, we have also international baby care brands like Italian brand Chicco and Singapore’s Pigeon in our retail portfolio and offer their variety of baby products, including sippers, teethers, nursing bottles, nipples, pacifiers etc.

NB: Share with us the brand’s further growth plans. Do you plan to expand via franchise route?

PA: We are getting huge customer response for our stores across Delhi/NCR and we would like to build our brand’s presence via ownership, revenue sharing as well as franchise business model. We plan to strengthen our market position and spearhead our operations in Delhi/NCR region to reach maximum consumers. For this, we plan to take to franchise route besides opening our own exclusive outlets. Then we would focus on other key cities including Mumbai, Chennai, Pune, and Hyderabad with aim to expand into smaller cities, later on.

NB: What all qualities are you looking in prospective franchisees?

PA: We are looking for capable franchisees who will embrace the brand ‘My Mart’ as his own and contribute whole heartedly in its growth and success. Moreover, we are not looking for investors only; we want our potential partners to be well versed with the retail market, especially the intricacies of kids’ category. We would like them to understand our product and brand and we will extend our branding, operational support and know how to them. Also, we would like to work closely with them to keep My Mart’s brand strength intact.

The required investment and area for franchised stores will vary according to city, however, it is much economical. It will be approximately Rs 15 lakh and 1,000 sq. ft respectively.

NB: What according to you is the scope of Indian kidswear market business? How lucrative is the business opportunity?

PA: Presently, kidswear market in India is largely unorgansied with not many big and prominent players in fray. One can recall only brands like Lilliput and Gini & Jony to name a few. In overseas markets like Europe, the kidswear category is organised and holds a very important place in retail trade. Indian market is in transition phase and with entry of big players like Mahindra Retail etc this market will get more competitive. This category is in early phase in India with vast scope for many more players and here we would like to have an early mover advantage.

The life of Indian parents is mainly focused around their children and they strive to provide them the best of products. With both parents earning, money is seldom a problem but still Indians are value driven consumers. As the shelf life for kidswear and accessories is very less, they look for economical pricing without compromising the quality and here My Mart offers an excellent option.

Aiming to bring the convenience of shopping for kids and infants, the convenient store concept My Mart originated in 2011. In an interview, Pawan Agarwal, CMD, PB Retail Pvt. Ltd shares brand’s pan India expansion plans.

Namita Bhagat (NB): Tell us about the concept of My Mart. When was it started?

Pawan Agarwal (PA): Incepted in March 2011, My Mart is promoted and owned by PB Retail Pvt. Ltd is the pioneer company in infants and kidswear retail. My Mart is the concept of convenience shopping stores for kidswear and infants across all categories under one roof. PB Retail is into second year of its successful operations in Delhi and National Capital Region (NCR). It is also targeting market in Uttar Pradesh. The company has emerged as a key player in the infants and kid's category and PB Retail has the potential to establish itself as a major retailer in the category. Presently, the company is running nine own profitable convenient stores in Delhi /NCR region. It plans to open nearly 10 My Mart convenient stores in the state by the end of 2013.

NB: How apt is the concept for Indian market? How much retail space My Mart has already covered until now?

PA: In India, customers look for quality, variety, easy availability, economical pricing, and good shopping atmosphere. They are aware of global fashion trends. Thus, a retailer who can cater to all these five deliverables will emerge as a winner in retail business. My Mart aims to make the kids and their parent’s shopping convenient, enjoyable and a value for money experience. The store provides personal touch to shopping experience and allows customers including kids to choose their own products. With nine stores currently opened,My Mart has covered over 20,000 sq. ft space.

NB: What all products does the brand offer?

PA:  My Mart houses wide range of products and accessories for infants and kids in all categories including apparel, toys, accessories maternity products, kid’s furniture and baby gear products and stationary products. Primarily focusing on kidswear category, the company also sells mother care brands. Besides, we have also international baby care brands like Italian brand Chicco and Singapore’s Pigeon in our retail portfolio and offer their variety of baby products, including sippers, teethers, nursing bottles, nipples, pacifiers etc.

NB: Share with us the brand’s further growth plans. Do you plan to expand via franchise route?

PA: We are getting huge customer response for our stores across Delhi/NCR and we would like to build our brand’s presence via ownership, revenue sharing as well as franchise business model. We plan to strengthen our market position and spearhead our operations in Delhi/NCR region to reach maximum consumers. For this, we plan to take to franchise route besides opening our own exclusive outlets. Then we would focus on other key cities including Mumbai, Chennai, Pune, and Hyderabad with aim to expand into smaller cities, later on.

NB: What all qualities are you looking in prospective franchisees?

PA: We are looking for capable franchisees who will embrace the brand ‘My Mart’ as his own and contribute whole heartedly in its growth and success. Moreover, we are not looking for investors only; we want our potential partners to be well versed with the retail market, especially the intricacies of kids’ category. We would like them to understand our product and brand and we will extend our branding, operational support and know how to them. Also, we would like to work closely with them to keep My Mart’s brand strength intact.
We would prefer our franchise partners to have own retail space and the required investment and area for franchised stores will vary according to city, however, it will be much economical. It will be approximately Rs 1500 per sq ft and 500- 3000 sq ft respectively. Out of the total investment, 40% will be towards  infrastructure and balance 60% for inventory

NB: What according to you is the scope of Indian kidswear market business? How lucrative is the business opportunity?

PA: Presently, kidswear market in India is largely unorgansied with not many big and prominent players in fray. One can recall only brands like Lilliput and Gini & Jony to name a few. In overseas markets like Europe, the kidswear category is organised and holds a very important place in retail trade. Indian market is in transition phase and with entry of big players like Mahindra Retail etc this market will get more competitive. This category is in early phase in India with vast scope for many more players and here we would like to have an early mover advantage.

The life of Indian parents is mainly focused around their children and they strive to provide them the best of products. With both parents earning, money is seldom a problem but still Indians are value driven consumers. As the shelf life for kidswear and accessories is very less, they look for economical pricing without compromising the quality and here My Mart offers an excellent option.

Related: Bagging franchise profits

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