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Social awareness 2017-05-25

Doing good deeds pays off in franchising too!

Know how via social causes, apart from brands, its franchisees also gain dozens of benefits...

By Ekta Sharma Feature Writer

Doing good for others can always be great for any business. Socially responsible brands in franchising are doing a lot and are leading the pack. Now, many brands are also signing up popular faces and supporting the social causes and also talking about health issues. This not just adds value to the brand but the franchisees also get a sense of responsibility for the brand and how they are supposed to take the movement ahead. Via social causes, the franchisees also gain dozens of benefits. How? Take a read..

Very recently, actress Deepika Padukone’s Foundation joined hands with the Karnataka Government for mental illness awareness campaign. On World Heath Day 2017, Deepika attended the event in Karnataka which had a theme, Let’s talk depression. Earlier, globally renowned Sportlifestyle Company Puma had roped in Bollywood actress Jacqueline Fernandez to build brand’s strengthen focusing on the women training category. To back the same, the brand came up with Pulse XT, a dynamic lightweight training shoe that is geared towards adapting to the unique boldness and flexibility of any workout. In addition to its owned and operated stores, Puma has over 2000 franchise stores in an additional 60 countries worldwide. Puma has been tapping the sports lifestyle market in India since 2006 and entered the market in 2006. In 2014, it repositioned itself to be the fastest sports brand in the world and launched a range of running and performance products. So, not just are these brands adding glamour to their brands, but also are giving a strong reason to their franchisees to keep supporting them. Such CSR/social activities always encourage franchisees to go ahead and work that extra mile for their brands. Another strong example is Mahindra & Mahindra with focus on the girl child, youth and farmers through programmes in the domains of education, public health and environment. Mahindra Pride Schools provide livelihood training to youth from socially and economically disadvantaged communities and have trained thousands of youth.

Healthcare too
Philips Healthcare India also signed Ram Kapoor and Gautami Kapoor as their brand ambassadors towards creating awareness around sleep disorders. ‘Philips has setup over 500 sleep labs throughout the country and about 70 in Maharashtra itself. The company which is committed to providing the means to lead a healthy lifestyle and improve quality of life has also trained over 400 sleep technicians in India.’ said Priyank Aggarwal, Head of Strategy and Direct 2 Patient Businesses, Philips India.

Importance for franchisees
Whenever we talk of finding suitable franchisees, the culture and the social cause that exists within a franchise company holds great value to its franchisees. Brands that support social causes and health issues and talk about them openly are surely liked by the patrons and they can get trustworthy franchise partners too. This way a franchise brand will always attract great partners and bring into line with like-minded franchisees.

Brand awareness
Any social cause or CSR done by the brand has several benefits not just for the brand, but for its franchisees also. The brand can do the same activity at the national level whereas the franchisees can replicate the same at regional levels and increase brand awareness quotient in their own ways. This move can surely differentiate a brand from the other. A good cause can also make the relationship more strong between franchisor and franchisee. It also mirrors a positive image of the brand in the eyes of patrons and franchisees.

So, in case if you are thinking about starting a franchise business, why not choose one that will benefit not just you and your patrons, but the community as well? 

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