Were franchisors game for CWG?

The Commonwealth Games 2010 provided a good business generation ground for retailers and franchisors. It gave them an opportunity to be seen and get noticed. Did they prove to be a good sport?

COMMONWEALTH Games 2010, which began on October 3 in New Delhi, were everything that they were not expected to be. First, no one expected the games will take off (but they did), then the unexpectedly astounding opening ceremony and lastly, the medal winning spree of Indian sporstpersons.

But amidst all this, another unexpected success was the business generation platform it served. As per an estimate, approximately two million foreign tourists and over three million tourists from different parts of India visited the capital for the games. The event provided a sporty ground to Indian retailers and franchisors, who cashed in on the visit of foreign delegates.

Who made the most of it

The industries that benefitted the most were travel, beauty, flower and retail franchising. Franchisors who organised special campaigns and schemes during the event felt that the event was a great opportunity to promote their brands. The business generation was not much but that cannot dim the glory and the fame the games offered, no matter if for few days.

Fragrance of flower business

Ferns N Petals was one brand that made the most of the opportunity. It designed floral arrangements and hand bunch of flowers to suit the requirement of foreign delegates. It imported flowers to meet the quality standards and provided online facility for customers' convenience.

Vikaas Gutgutia, Managing Director, Ferns N Petals, informs, “We are happy that we were able to meet the requirements of the CWG delegates, athletes and other visitors.”

Herbal care a huge hit

Shahnaz Herbals, the pioneer and leader of herbal care in India, made ayurveda a popular sport for sportsperson, off the field. The company secured a prestigious contract to look after the premium hair and beauty salon and spa services at the Commonwealth Games Village. As a special gesture, in a mega herbal beauty bonanza, Shahnaz Herbals offered complimentary 8,000 muscle relaxant oils to athletes.

Says Shahnaz Husain, Founder, Chairperson and Managing Director of the Shahnaz Husain Group of Companies, “We expected to popularise ayurveda and ayurvedic beauty care as a holistic system. The campaign has transcended all expectations. ”

Travel portal for tourists

Another enterprising initiative was by Arzoo.com, a travel portal, that launched a dedicated website for tourists and visitors at the games. The website provided information about the games and other services such as hospitals, hotels, cafes and shopping destinations in Delhi for foreign delegates. Amal Purandare, Head, India operations, Arzoo.com, says, “The website campaign was a great success with queries coming in almost every day. We are satisfied with the campaign as it really came up to our expectations.”

Arzoo.com also offered special packages and discount from 5 to 10 per cent to all foreign delegates on travel services, he adds.

F&B fails to impress F&B brands were a bit disappointing in their offers. Though there were lot of projections regarding the food and hospitality industry before the event, majority of the food brands did not offer any special discounts. When contacted, Dominos, Slice of Italy, Baskins and Robbins, GFA and Choice Hospitality informed that they offered no special discounts, schemes or campaigns.

As for the specific reason for not cashing in on the CWG event, some felt the duration of the event was too small, as was the stay of foreign delegates in Delhi. The pre-event negativity surrounding the CWG also led to some franchisors not getting associated with the games. Hospitality brands also kept themselves aloof from the event, stating that it was an official event organised by the Indian government.

The franchisors feel the games provided them a ground to get noticed and show their business potential. The real show will begin after the games, once foreign delegates reach back home and cherish their experiences and the business services offered.

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