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Specialty retail 2012-12-02

Experience the riches of exotic tradition

By Namita Bhagat Feature Writer

Offering magnificent range of products, Arabian Nights, a chain of theme based oriental stores reincarnates the tradition of gifting, cherishing and loving. Alfia Ansari, Marketing Director of Arabian Nights, in a tete-e-tete, shares brand’s ambitious growth plans via franchising.

Namita Bhagat (NB): Tell us about the concept of ‘Arabian Nights’.

Alfia Ansari (AA): Arabian Nights Pvt Ltd is a chain of theme based oriental stores proud to offer exotic range of product offerings. Every store of Arabian Nights is an experience that revolves around the aspect of reincarnating the tradition of gifting, cherishing and loving. We are pioneers in this theme based retail Arabian concept that we bring to our clients and franchisees by offering them best quality and value for money products. We have successfully established 14 company outlets and intend to expand our network via a well-planned franchise strategy. We therefore seek enterprising entrepreneurs to join us in our successful journey.

NB: How unique is the brand?

AA: Arabian Nights is synonymous to tradition of the Middle East bringing its exotic oriental tradition at your door steps. We are a company that brings serenity of the past to meet modernity of the future. This traditional touch brings happiness to people’s conversations, beauty to their homes and lifestyle in its own unique way. This is very carefully imbedded in every product that we choose for our customers, be it our Fragrances or SPA at home range or the Designer Hookahs and accessories.

NB: What business model does the brand follow? Share its current presence in India?

AA: The company currently runs on a COCO model (Company Owned and Company Operated) and has stores in Mumbai, Pune, Khapoli, Lonavala, Goa, Hyderabad, Lukhnow, Indore, Bangalore, Raipur and Ahmadabad. We are available in all formats i.e. EBOS, Shop-In-Shops and Kiosks.

NB: What factors motivated Arabian Nights to opt for franchising?

AA: The ambitious growth plans and a unique offering are the factors that motivated us to opt for franchising

NB: What all products and /or services does the brand offer?

AA: There is something for every customer at our stores, be it our home Décor Hookahs for their living rooms or heavenly fragrances for individuals or the healing SPA at Home range for the entire family. We are the only company to foray into the Shisha retailing business in India and bring to our client an exquisite range of Shishas exclusively and intricately manufactured for Arabian Nights. Our range consists of exclusive products such as carved exotic Shisha, numerous delicious flavours and amazing accessories. We have a huge selection of more than 52 flavours, to suite a variety of different palates. Our ranges of flavours’ are well known and trusted brands.   We are India’s only brand to manufacture 100 per cent Herbal Molasses and are the only company in the country to manufacture original and innovative Shisha flavours. Furthermore, we offer an exhilarating range of high quality fragrances made from the finest ingredients sourced from France. We also have an array of incredible spa products at Home range.

NB: Could you share the brand’s further growth plans in India via franchising?

AA: Our vision is to have at least 50 stores in the next two years and be present in all the Metros, II and III tier cities across India.

NB: What is the area and investment required for opening an ‘Arabian Nights’ store? What kind of training and support can a franchisee expect from you?

AA: To be an Arabian Nights franchisee, an area of 250-300 sq ft (approximately) is required.   Besides onetime franchise fee of Rs 2.5 lakh, the initial investment would vary according to city and location. The company will provide the franchisee with the complete set-up i.e. the fixtures and furniture’s as per our brand and retail design manual. We also have a regular training programme for the staff and even incentives for performing staff etc.

NB: How do you deal with issue of competition in your business segment?

AA: We can proudly say so that we have no competition in the organised sector, we are pioneers in the Arabian themed concept and are a unique proposition, the range of products that we choose to sell are all exclusive an unique to us just like our concept.

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