international brands Aug, 05 2017

Mutual learning for better growth

There are many international brands which have entered India via franchise route and have given the best to the locals and have spread their wings fast via franchising

By Ekta Sharma
Feature Writer
Mutual learning for better growth

When we talk of International brands, each time we find something distinctive in them. Just like many great Indian brands have taught a lot to the world, there are a lot of learnings from the international labels as well. It can be the introduction of an all new flavour in Indian market or a store launch that is specifically designed for India market or a unique franchisee driven program. Though Indian brands have their own uniqueness and essence, International brands also bring with them a new approach. We asked the experts what all Indian labels can learn from international names. Read on...

Many big names that have entered India via franchise route have given the best to the locals here and spread their wings fast via franchising. Many Indian brands already have training modules where experts from International brands guide them on topics related to HR, management, cost saving, branding, making multiunit franchisees and much more. Agreeing on the same, Kaustabh Chakraborty, Senior Vice President- Customer Operations & Retail at Urban Ladder says: ‘International brands are a big source of learning for us and they allow us to become better at what we do. They are far ahead of us when it comes to understanding products and how they approach a market from a consumer standpoint. So if we can pick up any of those learning along the way that will only help us improve.’

Swedish Retailer, IKEA also has a lot of learnings for the Indian players. It is all set to launch its first store in India which will be in Hyderabad. The Hyderabad store will house the largest IKEA restaurant in the world with a capacity of 1,000 seats. IKEA has already won the hearts of Indians with its plan to localise the food served in the restaurant. Even the Swedish foods will have an Indian twist.

International brands offer wider footprint
On being asked, what is that one thing that Indian brands need to learn from the international players in hospitality industry, Raj Rana, CEO, South Asia, Carlson Rezidor Hotel Group says: ‘Home grown brands have an applaudable history. They have played a vital role in putting India on the map of tourist destinations by extending reach to all parts of the country. However, the hospitality industry has become very competitive with the advent of international brands that offer a global network and wider footprint. They have also ushered in an era of latest technology, revenue driving capabilities and are known for their service proposition and robust loyalty programs.’

‘At Carlson Rezidor Hotel Group, our entire strategy is anchored on driving value to owners, guests and employees. We focus on generating shared value through job creation, people development and rewarding opportunities for a global and diverse workforce. Our investors rely on us for our global expertise and brand equity. They trust us to run hotel operations in a professional manner and inculcate our service philosophy in every employee.’

When Starbucks was firstly opened in Mumbai, people were already excited to enter the store. The long queues prove that. A tea loving country like India wanted to taste Starbucks Coffee. Starbucks won hearts here in India displaying its effective consumer connect globally. There is no doubt that very Indian brands like Fab India, HiDesign, Allen Solly, Monte Carlo and many more have always made India proud but when there is a chance to learn, mutual knowledge sharing amongst local and International brands can help one and all improve and perform at its best. 

Related: Master Franchise guarantees more freedom and exercising of ownership for International brands

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