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Retail 2014-07-16

Party & profits at par

Party & profits at par

We love what we do and it shows. With this approach in mind, Madcaps - The Party Shop is expanding fast in India. The brand provides almost everything to its customers, what they need for a bang at their party. Manish Ballani, Director, Madcaps - The Party Shop spoke to Ekta Sharma Verma about his brand’s expansion plans via franchise route.

Tell us in brief about Madcaps. What is its USP?

Madcaps-The Party Shop, has everything you’ll ever need for any party. This includes supplies for everything from baby showers and children’s theme parties, costume parties, and risqué bachelorette dos. We also have decorations and other party goods for more typical festivities like Christmas and New Year’s Eve and the quickly gaining popularity - Halloween celebrations. We started the venture in 2012 and have three stores in Mumbai with more stores opening shortly. The most important thing that ties everything together is the passion with which the team works.

How do you analyse this Industry?

The party supplies industry currently is still at a very nascent stage and the time is ripe to enter the market and witness a steady upswing in usage. The concept of a dedicated party store is still new to India and there aren’t many players especially for party supplies for adults and western concepts like baby showers, bachelorette and halloween. We have witnessed a great response as people walk into our shop and are curious to know how we can spice up their parties. The scope for this industry is huge and it’s only the beginning.

What motivated you to take franchise route for your business expansion?

We have very carefully built our brand which not only includes hand-picked products, but also a proactive and very helpful customer service culture. In order to create pan-India presence with the essence of Madcaps intact, we are looking for potential franchisees who share the dedication and passion as us to join the Madcaps family to ride the success wave that we envision for them.

What kind of franchisee support you will be providing?

We strongly believe that we will only be successful when the franchisees are successful. We are an extremely systems and processes driven company, so all the necessary training will be provided on the software, customer service and all other standard operating procedures. 

Besides this, it goes without saying we will be providing support on location scouting, marketing communications, visual merchandising, logistics etc.  We also provide industry defying margins and MOQs- (Minimum ordered quantities).  No one else in the industry will be able to match the margins we are extending to our franchisees.

The products you deal with are not easily available in the Indian marketplace. Where is the procurement done from?

The procurement is done from countries across the world like Hong Kong, USA, China, Taiwan, UK. Items are literally handpicked to ensure a complete range across all product categories that are fast moving to drastically reduce dead stock. Our USP is our competitive pricing, so we ensure that we purchase at the best possible price in order to be able to maintain affordable pricing for customers and ensure good margins for franchisees.

Franchise facts:

Area

Investment

RoI

Breakeven

Current centres

Min 300 sq. ft

Rs 10-20 lakh

100%

18 Months

3

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