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Business services 2009-11-08

Building Identiti

By Abha Garyali Sub Editor

Manufacturing designer name plates and other personalised accessories, Identiti is based on the model of ‘Made to Order’. Briefing us about the innovative ideas and future plans of his brand, Rattan Joneja, Owner and Director, Identiti enlightens aspiring franchisees.

Abha Garyali (AG): How did ‘Identiti’ come into being?

Rattan Joneja (RJ): Owning a distinctive company was always a dream and the concept of Identiti is a dream come true for me. I saw a gap and a clear opportunity in the market to launch a company that specialises in designer nameplates and name concepts.  The passion to create something new and giving the world the joy of individuality was very exciting which made me jump into entrepreneurship and Identiti came into existence.

AG: In what way is Identiti different from other units?

RJ: Identiti is a novel concept which in itself is a differentiating idea. The brand is built on the model of ‘Made to Order’. This is what makes us stand apart from most other retailers.

AG: How do you see the concept of Identiti evolving in India?

RJ: The concept of Identiti emphasises on:

● Our brand idea of ‘Celebrate Individuality’, we want to be the elementary expression of individuality each person seeks.

● Expansion of the brand by introducing new product ideas and concepts to attract additional category of customers.

● Spreading the culture by distributing across the country.

AG: How many centers do you have at present and in which all cities? What are the future plans for your expansion?

RJ: We would be having six exclusive outlets by December 31st, 2009 and eleven shop-in-shops. The immediate future expansion plans include adding about 20 outlets which will include both company owned and franchised outlets across all tier I and tier II cities in India.

AG: What kind of training and support a franchisee would get when partnering with you?         

RJ: Identiti ensures that a franchisee gets the best support in their effort to build the brand identity. We’ll help the franchisee with:

  • Selection of the right location
  • Store design
  • State-of-the-art training
  • Operational and marketing support

AG: What kind of background is necessary for securing a franchise of your company?

RJ: The franchisee should have:

● Entrepreneurial skills

● Willingness to invest Rs 10- 15 lakhs

● A background in designing or art.

The concept of Identiti  is an exciting platform for franchisees to make a unique identity for themselves.

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