DPS Kohli, Chairman, Koutons
The inception of Koutons as a family business and the benefits it reaped from franchising, DPS Kohli, Chairman, Koutons Retail India Ltd shares his success story.
Neha Malhotra (NM): Tell us about the inception of Koutons?
DPS Kohli (DPSK): The Koutons journey started 18 years ago when I and my brother-in-law, BS Sawhney had set up Charlie Creations for garment manufacturing and exports. In 1994, Charlie Creations was converted into a private limited company under the name of Charlie Creations Pvt. Ltd. Its denim apparel under its flagship brand, Charlie Outlaw, went on to become a rage among the youth in the country.
In 1999, we recognised the tremendous opportunity that lay in the emergence of a strong middle income group in the country; a group that was both brand conscious and aspirational and so, set up Koutons Retail India Ltd. In doing so, we expanded the Koutons portfolio beyond denims.
NM: When and how did the company decide to opt for franchising?
DPSK: In the year 2001, we decided to adopt a model comprising of a mix of company owned and franchise stores. The research that we undertook before taking this decision indicated that the cost effectiveness of this model would not only help us in accelerating our expansion process but also in strengthening our customer base since we could now easily pass on the benefits to our customers through low prices.
Apart from this, franchising benefited our business in other ways too. It led to greater returns due to a more concentrated effort on the part of the franchisee to sell our product. Today, 90 percent of our expansion is through franchising and in 2009 itself we have become bigger by over 200 stores, thanks to franchising.
NM: How many outlets do you have at present and how many of these are franchised?
DPSK: We have over 1400 stores operating across the length and breadth of the country, out of which over 1341 stores are franchisee stores.
NM: What all training and support do you provide to the franchisees?
DPSK: We, at Koutons, believe that our franchisees are our equal partners when it comes to maintaining our brand value and so, the franchisee is provided with all the expertise that he may need in running the store right from customer management to maintaining the look and feel of the store. Regular training modules are conducted for the franchisee and his staff. The training usually revolves around the following- visual merchandising, store upkeep, personal grooming and customer dealing. We have a regular quality check too. We want all our customers to have a same experience at every Koutons store across the country, and we ensure this through our regular training modules and quality checks. Drawing from our expertise reaps benefits, not only for us, but for our franchisees too. Also, Koutons offers its franchisees minimum guaranteed payments covering lease rentals, employee costs and other establishment costs apart from sales incentives which provide them with a sense of security and belongingness.
NM: What are company’s future plans in terms of expansion?
DPSK: Whether opt for franchising or for company owned outlets depends on a host of reasons and is a decision taken after much research and deliberation. Having said that, ninety percent of our expansion is carried out through franchising, we intend to keep the same trend.
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October 03, 2012 at 3:00 pm
dear sir, my name is aditya shuklafrom Karwi chitrkoot(u.p.). i want to know, how can i get franchise of CHARLIE OUTLAW showroom.i want to open a showroom there. kindly tell me the process thankingrnyou.
August 26, 2012 at 10:06 pm
sir, Me Eshaan Pani, want to open a outlaw shop in bhubaneswar,orissa. i have no idea that how to open.so i need ur kind help in my first business step.plz i want to know the detail information.
March 30, 2012 at 4:58 pm
sir, i am Pardeep kaushal from Utraula, Balrampur(u.P.). Iwant to open showroom of outlaw or kutons in my town. Please tell me the process of taking franchise. thank you.
September 06, 2010 at 9:47 am
sir,i am from shahganj jaunpur (u.p) . i want to take a franchise of outlaw or koutons in my city . kindly reply me with the process any id , contact no. the reqirments to the same. thanking you
Ruchir Satish Agrawal
August 09, 2010 at 10:27 pm
WANT TO START WITH GOOD BRAND.WE ARE AGRESSIVE AND LOCALITES OF INDORE.
May 23, 2010 at 10:11 am
Sir,i m from nagaur,rajasthan, I want to take a franchise of outlaw or koutons in my city. kindly reply me with the process, any id, contact no. and the requirements related to the same. THANKING YOU!
December 09, 2009 at 8:01 am
Dear Sir, I LALIT SAHNI resident of Ludhiana,PUNJAB would like to gather some information regarding how to get a Franchise of KOUTONS or CHARLIE OUTLAW. As an additional benefit i own a 1200 square feet location,Ist Floor on road next to JAWAHAR NAGAR CAMP main Market so their would not be any hassel in transportation,location and Sales. Would be waiting for your generous reply !! regards, LALIT SAHNI +91 9999282286 +91 9815676669 - Father Mr.Suresh Sahni
November 26, 2009 at 10:25 pm
Dear sir, my self vijay bambhaniya from amreli. i want to open a retail chain of koutons in amreli (gujarat). so please kindly inform me about process of opening of koutons show room
October 28, 2009 at 3:35 am
dear sir, my name is amit pitroda from Surat. i want to know, how can i get franchise of CHARLIE OUTLAW showroom. my hometown is RAJNANDGAON (CHHATTISGARG) & wanted to open a showroom there. kindly tell me the process thanking you amit pitroda +919662039569
October 10, 2009 at 10:53 pm
Sir, My self yashu bansal, from bhadra,rajasthan, I want to open a Koutons or Charlie Outlaw shop in my town,and I have no idea about it. So kindly tell me something about your business and whats are require for it ?
RAMESH KUMAR RANA
October 03, 2009 at 3:37 am
Sir, My self Ramesh Kumar Rana, from khurda,orissa, I want to open a Koutons or Charlie Outlaw shop in my town(BALUGAN,KHURDA,ORISSA).and I have no idea about it. So kindly tell me something about your business and whats are require for it ?
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