Entertainment Oct, 10 2011

Party hard to reap profits

Home as a venue for parties has given way to hotels and restaurants for every occasion. The emergence of organised players has given a further boost and the concept of party is now been developed into a full-fledged industry via franchise route. Read on t

By Abha Garyali
Sub Editor
Party hard to reap profits

Inspired from the western culture Indian society is undergoing a rapid transformation. Till few years back home used to be the preferred venue for small parties as well as big celebrations like weddings. The trend has changed altogether with time. These days busy schedules, hectic lifestyles and both husband wife working, there is hardly any time left to make preparation for parties at home. As a result the venue for parties whether it is a birthday party, kitty party, wedding or any other occasion people opt for throwing parties in a restaurant, hotel, club or a resort. Looking at the popular trend some organised party players have emerged. With these party organisers who just need to pay them and rest they will take care of. They do everything from ideation to organisation of the party. This growing trend has further led to the emergence of a business opportunity of party organisers via franchising.

Growth drivers

So far there are not many brands in the category of party retailers but realising the craze of people to have big theme parties, a bright future can be easily predicted. Few factors that guarantee potential in the industry are:

Attitude change regarding parties: In the past, people considered spending on parties as a waste of money. However with the development, this view has changed. More and more people want to organise big parties.

Increase in spending capacity: There has been upraise in spending capacities of the middle class due to the both couple working concept.  Middle class consumers do not mind spending on well organised parties by spending a few extra bucks.

Small family concept: With parents having only one or two kids, they do not mind spending on having big birthday bashes for them. Kids, especially smaller ones look forward to have theme parties for their birthdays.

Means for entertainment: In the present times of stress and competition, parties present a good way for relaxation and release of tensions. Many people organise theme parties every week end for enjoyment.

Party Hunterz: One stop party shop

The concept of branded party organisers and retailers is altogether a novel business idea in the franchise arena. However, the first and foremost player to take plunge in franchising is Party Hunterz. This was started with an idea for an international ideated party store all under one roof.  Without any advertising and solely through a word of mouth the store has become famous in the city of Mumbai. Residents of the city have taken the brand favourably to liven up their parties with themed nights and funky party accessories. Another reason for the immediate success of the brand can be its services and products, which are sourced through careful observation, customer feedback/requirements and research from the US, UK and China. Popular themes famous from the world over are brought from all over the globe to be made available to the Indian markets.

Franchise way forward

Party Hunterz, after gauging the need of their unique products and services in the Indian markets have set up their first outlet in Mumbai. Their instant success paved the way forward for franchising. The onset of franchise enquiries from other entrepreneurs outside Mumbai made the brand take the franchise route for easy and rapid expansion. The brand opened its second outlet in Delhi, taking the market by storm. Sharon Timmins, Founder, Party Hunterz; “We are now planning to open stores in Lucknow, Bengaluru, Kolkata and Pune by the end of the year. We even have inquiries from local and international franchisees looking to be part of Party Hunterz phenomenon.”

Franchise requisites

Party Hunterz franchisee does not require a long list of qualifications and qualities. As mentioned by Timmins; “First and foremost requirement is passion for running this business. Aspirants also need an initial stock investment and a good location in terms of space and visibility. Running a party store like ours requires a good amount of time and dedication as well as an open mind to changing trends and customer relations.” She further added; “The flagship store in Mumbai gives full support to franchise outlets in terms of concepts and merchandise, event tie ups, advertising and media through Facebook etc.”

Look at the future

The concept of branded party organisers and retailers is quite recent. It holds a lot of hidden potential which needs to be covered by aspiring Indian entrepreneurs. Seeing the accomplishment of the first of its kinds, Party Hunterz, it can be surely predicted that the future is bright and progressive in this section. Moreover less competition in this sector would give lot of advantages to the initial players and franchisees.

The concept of partying and enjoying is guaranteed to pick up in future. With this the need for players in this section would also pick up. Aspirants are sure to enjoy their work like a grand party by taking a franchise of a party organiser and retailer.

Related: Entertaining specialised profits

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