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Sep, 10 2010

ETHNIC ESSENCE

Starting with a single store in the unexplored market of Noida, 'Good Things'soon gained prominence as a popular brand in Indian ethnic-wear market.

When and how did Good Things originate?

On October 14, 1998, we opened an outlet of 'Good Things' in the unexplored market of Noida. Gradually as the market gained popularity, so did Good Things, which was initially dealing in garments and home furnishings acquired from various suppliers.

Today, the company has opened multiple outlets at various locations across India and has its own production unit. Though cotton garments have been the brand's USP, Good Things is also focusing on formal wear by venturing into fabrics such as silks, poly silks and south cottons.

What is your manufacturing base and where are your retail outlets?

The brand has been constantly striving to increase control over the quality of its products by integrating various processes that are involved in the development of the products. To achieve this integration, the company has set up its own dyeing and printing unit. This has led to a better product quality by constant supervision of the printing quality. The printed fabrics are used in manufacturing varied garments in-house. The company's manufacturing unit has a capacity to churn out 1,500 pieces per day.

Currently, the company has 20 retail outlets at prime locations in India, including Delhi, NCR, Bengaluru, Mumbai and Chandigarh. The company plans to expand its retail operations to approximately 100 stores within the next five years, targeting a turnover of Rs 100 crore.

Which cities are you targeting for expansion?

Our aim is to expand our operations across India.

What are your various products?

We sell kurtis, shirts, salwars, Patiala salwars, ghagras and skirts.

Is franchising the right model for the retail industry?

Franchising is an apt model for growth because responsibility of the front-end and back-end gets divided between the franchisee and the franchisor, respectively.

What are your requirements from franchisee in terms of area, experience and investment?

We require a minimum carpet area between 800 sq.ft to 1,000 sq.ft. Approximately inventory per store should be between Rs 25 to 35 lakh, depending on the store size.

What training and support does a franchisee gets while partnering with you?

We provide expertise in handling the store systems, inventory management, customer management, retail store management, etc.

How do you plan to tackle the competition from other ethnic wear brands?

By constant innovation in designs, better understanding of customer requirements and reasonable pricing.

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