Home and Lifestyle Mar, 31 2016

​Digging out modular benefits from the kitchenette

Adhering to strong European traditions, Würfel is 100% top of the line German machinery, raw materials & fittings from across Europe, to deliver world-class kitchens that speak of innovation, style and functionality.Read on to know more.

By Yamini S Verma, TFW Bureau
​Digging out modular benefits from the kitchenette

Share with us the origin and growth of ‘Würfel Küche’. When and how did the brand originate?

Promoted by Würfel Küche Pvt. Ltd, a joint venture between hospitality giants KP Groups & Maruthi Ceramics (Ceramic Pioneer). Würfel has been importing European Kitchens since 2012 and understands the needs and calls of the trade. With a strong hospitality and glam background Würfel would work towards associating the cool factor with its product. A team of highly experienced individuals backs Würfel, from different parts of Europe and India, who have given shape to some of the most recognised names in the same industry. Adhering to strong European traditions, Würfel is 100% top of the line German machinery, raw materials & fittings from across Europe, to deliver world-class kitchens that speak of innovation, style and functionality. The products perfected to International standards, reflect unmatched quality, excellent craftsmanship and have set a benchmark in the world of modular kitchens.

Do you think investors trust brands based out of metros and tier-I city? Support your reply with a reason.

Not always. A lot depends on the product or the services that is being provided by the companies. Many times it is seen that companies irrespective of the place of origin fail or succeed depending upon the amount of dedication they have towards providing good quality and services. Indeed it provides a bit of trust factor into the investors when a company originates from a tier-I city.

How do you think the area, vicinity, education level, income, and expenditure have their impact on the growth and success of any franchise brand?

The above mentioned points in the question act as a main player when it comes to the success of any franchise brand. A lot depends upon how a franchise selects its target audience and thus formulates its various business strategies and policies so as to penetrate and rule the market. Anyways if a target audience is educated, it becomes a lot easier to push a product or a service into the market. Affordability and income level always act as an icing on the cake and these are some of the main determinants of setting up a franchise opportunity in a particular location.

Kindly share with us the business model you follow for the expansion of your brand and why?

We strictly believe in the philosophy of mutual growth when it comes for franchise expansion. As a parent company we do not deal in any sorts of direct sales whatsoever; due to which, we believe in extending our full support to our franchise partners so as to augment the sales of them through proper training and development by various means of incorporation of technological aspects. The investment model has also been put in such a way that it does not seem outlandish. In fact the main aim of Würfel is to be cost effective with providing high quality products and services. Hence the franchise model is very well thought of keeping the interests of both the parties in mind.

How many business partners do have at present and how many more are expected in near future?

As of now we have signed 24 franchise partners pan- India within a short span of five months. By the end of 2020 Würfel plans to have 100 franchise partners.

What factors do you consider before selecting your franchise partners from your region and those who are not from your region?

It’s not necessary that a possible franchise partner have to have a background in kitchens and wardrobes. Apart from the investment credibility, there are few points that are always taken into consideration while selecting a franchise partner irrespective of any region. They are:

  • Should have the passion to sell
  • The location should be at par with the requirements
  • Should believe in the product
  • Should understand our USPs in and out
  • Must be ethical during business transactions

What kind of business opportunity do you offer to the potential entrepreneurs and where do you foresee your brand in next five years?

The potential entrepreneurs get the opportunity of getting into a business, which is owned solely by them. They have the opportunity to enter in this growing industry with minimal investments and attractive returns. Moreover, unlike any other business, the risk factor is pretty less and also the break-even can be achieved within a time frame of 6 to 8 months.

Going by the present phase of developments that are happening at Würfel, and with the kind of product and the price strategy we have come up with, it wont be long that we shall capture the market and we are very optimistic about a very healthy business growth in the next five years..

We are living no stone unturned in regards to various marketing activities, which further shall help to establish our brand more strongly in the market.

Brief us about your entrepreneurial journey so far. Share with us the company’s profile.

Würfel is a premium modular kitchen and wardrobe brand that aims to revolutionise the Indian modular kitchen industry with its commitment of providing the finest European Modular Kitchens & Wardrobes at a highly competitive pricing. Würfel Küche is a result of over three years of intense R&D on the top brands in the world of Kitchens and Wardrobes with focus on the Indian Market. Würfel is an extremely quality conscious brand that conforms to superior quality standards in designing, manufacturing, installation & servicing and offers comprehensive solutions to its customers.

What are the major growth drivers of your brand?

There are various points, which can be taken into consideration while determining the major growth drivers of Würfel. Some of these are

  • The product quality
  • The pricing strategy
  • The after sales service
  • The various marketing activities
  • Incorporation of the EU standards, processes and know-how
  • The warranty policy
  • The delivery period

What kind of training and support do you offer to your franchisee?

Würfel as a parent company does not involve in any sorts of B2C sales; which makes it imperative for us to provide all round support to our franchise partners. As it is a mutually growing process, we have to ensure that our franchise partners are always well prepped up for any sorts of situation regarding sales. We shall be providing them training in every form. Also, we have a very strong communication system which shall further ensure the fact that the business of our franchise partners are running without any hindrance.

Franchise facts:

  • Investment: Rs. 25-30 lakh
  • Area: 1000 sq. ft plus
  • Excepted break-even:10 months
  • Company Operational since: 2012
  • Year of starting franchising: 2015
  • Current presence: 24 outlets signed, 6 stores opened, 4 opening in one month and rest over 6 months.
  • Related: Flooring benefits with Euro Ceramics

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