Brand Dec, 11 2015

“Make your brand your priority and dedicate 365 days to your work”

By Sandeep Rana, TFW Bureau
“Make your brand your priority and dedicate 365 days to your work”

With already having a robust network 200 outlets that makes Ferns N Petals present at every 200 kms in India, the brand wishes to become a name synonymous with flowers and gifts and aspires to be the world’s largest chain of floral boutiques in future. Pawan Gadia, CEO, Online & Retail, Ferns N Petals shares more on it in an interview with Franchise India.

What do you intend to achieve with your brand.

The fact that today Ferns N Petals is the largest floral retail chain in India itself says a lot about the brand and its legacy. FNP having pioneered the concept of flowers and gifting in the country has become a name synonymous with love, emotions and celebrations. We are the only chain of floral boutiques having a robust network of 200 outlets that makes us present at every 200 kms in India.

Key features of the brand:

  • World’s largest chain of floral boutiques
  • A bouquet is sold every 5 seconds at FNP
  • Adding new outlet every week
  • Out of 200 outlets, 40% are being managed by women entrepreneurs.
  • Presence at every 200 kms in India.
  • Covering 55, 400 sqft of retail space pan India
  • Delivered 3.9 million smiles and still counting….    

How do you exploit the online space? What all e-retailers have you signed up with for online sales?

Today, the world has become a global marketplace with no boundaries, thanks to the technological advancement and globalisation. We get 90 of the total online business through our own FnPwebsite, all other retailers put together contribute to only 3% of our online space.

How is the competition for you from small and big players in this business category?

In the domestic market, we do not have any player as our competitor. The unorganised market is our biggest threat as it is huge and totally disordered. The nearest competitor is one fourth of our online size and according to our overall brand it is less than 10%.

What opportunities do you offer to probable franchisees?

We have a detailed training programme for all our business partners wherein all the intricacies of running a flower business is taught to them. Apart from this, we also provide trained and skilled manpower to our business partners who help them in day-to-day operations. We also help our business partners by transferring business generated through our website. Around 25% online orders contribute to our business of retail and franchise. We transfer the business generated through our website to the nearest franchisee to the receiver to ensure timely deliveries. For example, if there is an order to be delivered in Cochin, our e-commerce department places the order to the franchisee in Cochin and they deliver the order.

We get into marketing deals with banks and loyalty programs. Flowers franchise outlets are also doing wedding garlands, corporate gifting, customised gifting, gift packing, car décor etc. This way both the company and the franchisee work hand in hand to do the business.

What is your say on the present flower and gifting market in India?

Currently, online flower gifting market is around Rs 125 cr and if we combine flower and cakes gifting it will be around Rs 200 crore. In gifting space, the numbers can be anybody’s guess as the industry is varied and anything can be gifted under the sun.

Share with us your expansion plans.

We are opening six outlets per month and plan to open 500 outlets in the next three years. After expanding in the UAE and Kathmandu, we are also planning to expand in the Philippines and a couple of APAC (Asia Pacific) countries.

What will be your tips for young entrepreneurs?

Any inspiring entrepreneur must have good knowledge of the product and sector. He should be thorough with his region and have hunger for growth. One should give 100 percent to your work. If you want to be successful, make your brand your priority and dedicate 365 days to your work.

Related: Pink Woman’s online presence is extremely intensive: Dimosthenis Aravanis

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