Retail Mar, 16 2010

A hi-five for Chhabra 555

By Ramanjit Kaur
A hi-five for Chhabra 555

Chhabra 555 a leading name in women clothing offers a wide variety of products to meet the standards of the consumers in variety and individuality of choice. In an interview, Jagdeep Chhbara, MD, Chhabra 555 Fashions Private Limited shares the success story of his company.

Ramanjit Kaur (RK): Brief us the inception of Chhabra 555.

Jagdeep Chhabra (JC): Chhabra 555 deals with women clothing, that specialises in sarees, lehenga-choli, suit dupatta, and bridal apparel. It offers wide variety of designs and colours that suits the pocket of all the segments of the society. We have started this business around 50 years ago and now it is a prominent name in the women’s wear industry.

RK: When did the company started the dealership model? What difference have you noticed after adopting the dealership way?

JC: We have started our dealership model in 2005 to expand our business network. By adopting the dealership model, we came in direct contact with our customers. Through the dealership way, we have understood the needs and demands of our customers and then accordingly, we have introduced new designs and colour combinations in our product lines.

RK: In the past fifty years, what kind of changes have you noticed in the women’s wear industry?

JC: Fashion is changing rapidly with time. The range in terms of variety, colour combination, and cost has increased a lot. Now, customer awareness has increased to manifold and their choices are changing with the changing trends. Therefore, in order to survive in the rapidly changing fashion industry, a company needs to work harder and come up with the best product to meet the rising expectations of the consumers.

RK: How many showrooms does the company presently have and in which all cities?

JC: Presently, we own 33 showrooms across the country. Out of this, three are company owned while all others are through the dealership model. We have stores in cities such as Delhi and NCR, Ghaziabad, Panchkula, Meerut, Patiala, Bhatinda, Jodhpur, Lucknow and Raipur.

RK: What are the eligibility criteria for selecting your dealers?

JC: We look at entrepreneurs, who can invest around Rs 40 lakh and must be able to devote ample amount of time to the business. Experience in the garment retailing sector is always given preference; however, it is not a must for selecting the dealers. Besides this, the prospective dealers must own a store in a good location preferably in high street area.

RK: What practices and initiatives have you introduced in the company?

JC: We have introduced our own IT systems at all our showrooms throughout the nation. We keep changing the stock on regular basis to provide latest fashion wear to our customers. Apart from these, we do not charge any royalty from our dealers.

RK: What kind of training and support does a dealer get when partnering with your company?

JC: We have a team of professional, who train the dealers and their respective staff to ensure the profitable working of the dealer-owned outlets. We also maintain the same décor and ambience of each Chhabra 555 everywhere. For this, we have a chain of suppliers, who help us in maintaining the similar visual merchandising and ambience at every showroom across the nation.

RK: What are the future plans of the company in terms of expansion through dealership model?

JC: Last year, we have opened eight showrooms. From the past five years, we are constantly opening on an average of eight outlets per year. This year also, we are planning to open eight more by the end.

RK: Any advice for the aspiring entrepreneurs?

JC: For an entrepreneur, our business is a great business proposition, not just, because it is a prominent name in the sector but also for the kind of business it is. If he is interested in garment retailing business, then Chhabra 555 can be a best option for him.

Related: Which is the most profitable retail channel? MBO, EBO or E-stores

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