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Dec, 22 2009

Availability-triggered growth

Cotton County, a wholly-owned subsidiary of Nahar Industrial Enterprises (set up in 1949), has 600 outlets in more than 400 cities. Now, it is planning to move into southern India. Sachin Sahni, Vice-President of the company, unbolts his view on franchisi

Cotton County, a wholly-owned subsidiary of Nahar Industrial Enterprises (set up in 1949), has 600 outlets in more than 400 cities. Now, it is planning to move into southern India. Sachin Sahni, Vice-President of the company, unbolts his view on franchising as a business model with TFW.

How has your company evolved over the years?

Cotton County was started in October 2004. Within 60 months, the company grew to a chain of 600 EBOs. Key reasons for its growth have been three A’s – Acceptability, Affordability and Availability. As we are present in more than 400 cities of India, most of the credit for the growth rate goes to the 3rd A, which is Availability.

Has recession affected the turnover of your company?

Since we follow franchising model, the recession has affected the growth plans. Due to slowdown, not many people are looking forward to start a new business. We are hoping that by the beginning of next year, things will start moving at a faster pace.

Why have you selected franchising to expand your business?

We have chosen the franchising route mainly because of its three benefits. In franchising route, our investment comes down drastically. With low investment, a franchisor can expand his business at much faster pace. Along with these, it also helps in better management of stores. In India, there is a critical shortage of efficient and honest staff to manage the stores. Franchise model takes care of that beautifully, as entrepreneurs manage their stores much more efficiently and passionately.

What type of training and support do you provide to your franchisees?

We provide point of sales software training and full advertising support. This support is provided at both local as well as national levels. Continuous feedback on how to improve the display and conversion rate is given by the front-end sales staff of the company.

How do you maintain style and quality of your products to satisfy the requirements of rural as well as urban customers?

In the last five years, we have learnt that whether your customer belongs to an urban area or live in a small town, they love to buy good quality products. There is not much difference in their taste as youth segment is same all across the country.

What are your expansion plans?

We are a national player with presence in 400 cities across all the states. In future, we will be increasing our presence in southern states.

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