People in today’s world want to look good, feel good and that cannot happen without being healthy. Initiated with an approach to provide quality nutraceuticals,Dr. Muhammed Majeed, Chairman, Sami-Sabinsa Group of Companies shares with us the story behind h...
Tell us about Sami Direct and the USP of your products?
Sami Direct is the culmination of relentless research and development for more than two and half decades. We at Sami Direct are committed to offer you an unrivalled range of nutraceuticals, soon to be followed by cosmeceutical products, which have been acknowledged by the world over for its highest quality and safety standards. This is supported by its very own R&D facility based in Bangalore, Sami Labs Ltd., where rigorous research is carried out to create natural, effective, safe products. This state-of-the-art multi-disciplinary division pursues diverse fields of research with over 120 scientists focusing all efforts towards creating effective and safe products. With over 110 patents and several more in the near future, all products of Sami Direct are formulated in accordance with the global standards that make them one of the leading brands in the industry.
Do you think franchising has been instrumental in boosting the reach of nutraceutical providers in India? Please describe the strategies to deploy the franchising model into your business?
Established in 2010, Sami Direct, a subsidiary of Bangalore- based Indian multinational health science company Sami Labs Ltd, is one of the emerging direct selling leaders and is the first to introduce various nutraceutical and cosmeceutical products composed of patented ingredients. The (Franchising – In the MLM scenario distributors are company’s franchisers) model of business has helped us in reaching our audience directly for selling as well as for feedback and inputs about the products, which helps in assessing the work that has been done by the company. It has been instrumental in boosting the reach as there is no common market since every location has its direct selling representative making the products available to them. The deployed strategy is only to meet the needs of the consumers along with providing quality products.
When did you start franchising your brand? Why did you choose the franchise route for your expansion? What has been your experience so far?
Sami Direct was established in 2010 and today it is one of the emerging direct selling leaders and is the first to introduce various nutraceutical and cosmeceutical products with patented ingredients. It was our dream that affordable quality nutraceuticals should reach every house of this country for improved health and wellness, and that was possible only via franchising. It is important that each of the distributors across the brand reach out effectively to the consumer to make this dream a reality. This is a challenge, specially in a field like nutraceutical, which is new and unfamiliar. But the company is determined to spread the message of improved quality of life through its quality products for one and all.
India is witnessing exponential growth on the digital platform? Do you think that online is the apt elevator for this industry or sticking to the basic fundamentals is the key to success?
It is clearly a digital world today, and technology has taken over a very large section of the society. It is also important to note that it is one of the medium to reach large audience with cost effective means. It gives scope for quick execution of plans and immediate response allowing the organisations to be constantly involved in working towards meeting the demands of the consumers. It could be that a blended strategy of traditional and digital marketing can still yield returns for your business. So by catering to both online along with direct selling, we are able to reach the audience, hence emphasizing that technology can be one of the fundamental keys to success.
At what intervals do you provide training and support to the franchisees? Please elaborate.
There are no fixed intervals for training of franchisees but they are given training both at regional and national levels that give them a wider perspective of the industry. They are kept informed about the new products that are designed and the research and development process along with the module around the clock which allows them access to the product, right from the nascent stage. They are however consistently trained by specialised field experts.
What are the new markets that are being targeted by your brand?
Ever since the launch of Sami Direct, we have targeted audience both at the regional and international market platform. In the national market, we have reached states like Nagaland, Jammu and Kashmir, etc where the market is niche and have received overwhelming response. In the international market, we have been successful in reaching out to countries like USA, We will expand in South Asia, South East Asia and Malaysia in the future.