Home and Lifestyle Sep, 10 2016

Arttdinox shines in designer kitchen

Deepikka Jindal, MD, JSL Lifestyle Limited & Jindal Architecture Limited talks about straight-line, sleek, contemporary stainless steel modular kitchens.

By Joyshree Saha
Arttdinox shines in designer kitchen

Arttdinox, a leading lifestyle tableware brand in India since 2003 has diversified into new innovation design concepts and categories in home design segment. The brand has made its mark in high end SS modular kitchens, SS wardrobes, bathroom vanities, planters, designer furniture etc. Just like their kitchens bring different solutions with a view to enhance the quality of every room, their franchise business has also emerged to a robust and dependable model for potential franchise partners. 

As a leading brand in India, what is unique about your franchise strategy that makes your model click in the market?

Unique propositions in our franchisee strategy are a key to a successful franchise business. We provide exclusivity to the franchisee within a given territory and refrain from creating a competition. This gives a lot of confidence to the franchisee to invest. We also don’t delegate key functions like installation, after sales service etc and even the franchisee staff is on our rolls for better control and consistency of operations across locations.

What criteria do you follow for selecting franchisees on board? And what benefits do you offer to them?

When we select franchisees, we are not looking for investors, but we are looking for partners who can take the business forward in their territory. The candidate should be experienced and understand the luxury and lifestyle business and also willing to micro manage the business, which is a desired prerequisite. We train the franchisees on all aspects that include understanding the product line, lifestyle retailing, design and soft skills.

How much has franchise model helped to facilitate growth in this industry?

Apart from investment the franchisee brings knowledge and contacts of the local market to the table, which is very essential to give a head start for new stores.

What are your expansion plans?

We made some rapid strides in last 2-3 years in India and now present in 12 cities in tier1 and metros. The success of these stores has given us confidence and direction to expand further. We want to be present at 20 locations by the end of this year and 50 stores by the end of 2018.

Franchise facts:

  • Investment: Rs.75lakh-1 crore
  • Existing outlets (company-owned +franchise): 14
  • Area: 1500-2000 sq ft
  • RoI: 20-25% in first year
  • Breakeven: 6 months of starting of business
  • Franchise Model: Unit & Multi Unit franchise
  • Target cities for expansion: Ahmadabad, Surat, Kolkata, Ludhiana, Chandigarh in first phase
  • Preferred location: High street
  • Year of starting franchise operations: 2014
  • Year of inception: 2003

Related: Home Furnishing: Lighting Up Businesses, Homes

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