Services Mar, 23 2011

Capitalising on fabric care

By Ramanjit Kaur
Capitalising on fabric care

With a strong operating model, comprehensive support systems and customer relationship management programs White Tigers is a perfect franchise opportunity to satisfy the entrepreneurial ambitions. In an interview, Rajeev Sekri, CEO, White Tigers shares the success journey of his company.

Ramanjit Kaur (RK): Share with us the inception and growth of White Tiger in India?

Rajeev Sekri (RS): In India, where the laundry industry is virtually non-existent and where the dry cleaning industry is largely unorganised and non-transparent, White Tiger, a brand name providing total solutions in laundry and dry cleaning, came into existence in 2002. White Tiger has since then redefined the finer aspects of fabric care in India and its reach has cut across classes and geographies. Operating from a mother plant in Noida, Uttar Pradesh with a state-of-art imported plant and equipment from USA and Europe and another plant in Ludhiana, World Class Laundry and Dry Cleaning services are provided to more than 1,00,000 valued customers in Delhi, Noida, Greater Noida, Gaziabad, Gurgaon, Faridabad, Ludhiana, Khanna, Mandi Gobindgaeh, Samrala and Sirhind.

RK: What is White Tiger all about? What kind of services it offers?

RS: White Tiger is known for providing services like laundry, dry cleaning, starching, darning, steam pressing, moth proofing, free pickup, drop and onsite cleaning.

RK: What inspired White Tiger to take the franchise route to expand its presence in India?

RS: After opening 12 company owned outlets; White Tiger took the franchise route in 2004 in order to build the presence of the brand across the nation.

RK: What is the USP of White Tiger? How it is different from other players in the sector?

RS: The Unique Selling Preposition (USP) of White Tiger includes:

  • First ISO certified company in India for Laundry and Dry-cleaning
  • Vast network of collection centres spread across Delhi, NCR, and Punjab
  • Pleasing interiors and up-to-date personnel at the collection outlet
  • State-of-the-art machinery from USA, UK and Europe
  • Fully automatic assembly
  • Use of 100 per cent RO water, eco-friendly chemicals imported from reputed sources
  • Exclusive outlet inside American Embassy

RK: What will be the eligibility criteria for selecting the franchisees of your company?

RS: We are looking at franchisees that have the capacity to invest around Rs three to four lakh along with an area of 100 sq.ft space and above.

RK: How many franchised outlets do you presently have in India?

RS: With a total of 75 outlets in Delhi, NCR and Punjab, White Tiger is all set for a major pan-India expansion. We are presently operating through 35 franchise units across the nation.

RK: What kind of training and support will a franchisee gets after partnering with your company?

RS: White Tiger provide its franchisees with infrastructure support designs and technical know how, supplies entire inventory needed to run the stores and training in shop management, marketing, pricing and customer care. In order to support the business, the company also organises several promotional schemes from time-to-time.

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

RS: We have our objectives clearly set-up to expand pan-India through the franchise route in Delhi and NCR, Haryana, Punjab, Uttar Pradesh, Andhra Pradesh, Tamil Nadu and Maharashtra in the next financial year.

Related: Creating wealth for customers

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