India's No.1 Multi-City Business Opportunities Show

Intro: Café Desire has today grown to rank among the best hot beverage solutions company that was conceptualised with an object of upgrading the quality of retailing and offering lucrative business opportunities to investors. In a conversation with Yamini S Verma, Ghouse Mohiuddin, MD, Café Desire shares the expansion plans of his brand via franchise route.

Tell us about the brand’s growth and inception.
Café Desire is a brand of Radiant Consumer Appliances Private Limited and delivers vending machines & beverages through the franchisees across the country. The business is all about installing its Tea & Coffee Vending machines and supplying beverage mixes regularly at various offices & commercial centres across the country. Franchisees get assured business by repeated orders from their customers every month. It is the fastest growing vending brand in the country which is known for its quality and wide range of products certified by GMP & FSSAI, the only brand in its segment to be certified. The beverages produced by the company are well accepted by customers because of its great tasting products with unmatched quality.

What opportunities does your brand offer to the potential investors?
The company has the largest & direct service team which is one of its kind in the vending industry providing preventive maintenance and break down support to all their customers ensuring the least down time ever for any kind of vending machine also recently on June 24th Cafe Desire was awarded on Las Vegas, USA with Power Brand Rising star of the country. Conceptualised with a simple idea of installing tea and coffee vending machines and supplying beverage mixes, Café Desire has grown tremendously over the years and relishes the success in the process of serving high quality products. Garnering excitement from the escalating demand and welcoming response from the market, the company took the wise and ambitious decision to embark on this prospective business venture. Its business model is more of a B2B type where the franchisees deal with institutions directly by appointing a delivery boy to deliver the beverage mixes to the locations where vending machines are installed. Presently, the company has more than 150 business partners across the country in the form of authorised franchisees, dealers, stockists and C&Fs.

Why did Café Desire opted for franchise business model for roll out?
The company opted for the franchise route in 2006 for vending machines vertical for brand's expansion. The company believes that franchising offers a win-win situation for both the franchisees and the franchisor. Currently, the company is working on its penetration plan for pan India and into international market. The company also has an international division engaged in identifying new markets apart from the markets like Oman, Dubai and Iran where the company has already marked its presence.

What qualities do you seek in a prospective franchisee?
The franchisees of Café Desire need to be passionate about the business and employ the best of the sales skills by doing various cost effective business promotions recommended by the company at regular intervals. Also the franchisee should ensure timely delivery of beverage mixes in right quantities to the customers.

What is your Success Mantra?
I believe in no saturation point, no need to sell every day, regular orders for beverage mixes create a regular stream of franchisee profits.