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Aug, 09 2011

Profits made to order

Making a mark in personalised gifting segment, Presto, pioneer in this domain, is all set for expansion in tier-II and III cities pan-India.

IN times of 'touch-and-feel' good factor, celebrating individuality through personalisation is the only way and Presto surely rules the roost in this segment. The brand believes that every individual is unique and thus its time for more benefits! Presto offers a wide range of personalised gifts, including corporate gifts and awards for people of all ages.

With the concept of personalised gifting catching up fast, Presto Personalised Wonders, a brand owned by Mohan Impressions Pvt Ltd, was incorporated in June 1995, with an aim to be the premium resource in everything that can be personalised. From offering just a single product, Presto pre-inked stamp, the company, over the years has successfully diversified its myriad product line and has multiplied success with much élan. Cut above the rest, the brand today stands tall as pioneer in the personalised gifting industry by using latest advances in technology to provide its customers a truly satisfying shopping experience. At Presto, the goal is to be the 'numero uno' of personalised products and services, through quality products and unparallel customer services. Describing the stupendous success of the brand, Anurag Poddar, Director, Presto Wonders, avers, “You can see much evolved personalisation formats in some of the best retail locations worldwide. The retail revolution in India is around seven years old and at Presto we recognised the need of this format at an early stage when the retail blueprint was taking its shape. We opened the first Presto store in City Centre Mall, Kolkata, in 2006 and in five years we are at 75.”

Offering a varied products platter, Presto has simplified the process of personalised gifting, as the patron can get the customised gift from the store in 15 minutes, as required equipment are placed in the store itself.

Presto started franchising in 2007 and currently has 75 franchise outlets. They also have an e-commerce enabled website for selling personalised gifts online. Commenting on the growth of the brand, en route franchising, Poddar says, “Franchising is a perfect marriage, where each party brings to the table what the other lacks.” Presto franchise is modelled in such a way that a diverse investment range of Rs 3-15 lakh is offered depending on the franchisees investment appetite and market potential. Since the brand operates through small retail formats, these stores can be stand alone stores or kiosks or store-in-stores. The brand actively helps the franchisees find a suitable space for the business.

A Presto franchisee is handheld right from the induction with a sound training and support system. So, once a franchisee is recruited, they visit the company's training centre in Kolkata for exhaustive five days techno-commercial training. They are also exposed to the technical aspects and made to spend time and interact with customers in the stores. Post their visit, the senior franchise team members visit them for four days and see them through the opening process. Thereafter, routine visits take place from both sides every quarter to unlearn, learn and relearn.

Success mantra

Many franchise owners own multiple Presto franchises in their area.  Having tasted profits from one store, it makes sense to grow to multiple stores and achieve advantages of the scale. In fact, the brand also has franchisees that own Presto stores across various cities.

Target territories

Besides its present count of 75 franchise stores, Presto also has 17 COCO (Company owned-company operated) stores. The brand is well on its path of 100 stores within 2011 and they have set themselves for 500 by 2015. Within India, all unrepresented cities and towns will be targeted. The brand is also on the verge of opening its first overseas stores in Dubai. Sure enough, personalisation is an idea whose time has come and the first movers will have a very unfair advantage.

>>THE USP: Presto has more than 600 personalised products, covering verticals like personal gifting, corporate gifting and awards. What’s even more amazing, all the products can be personalised at the store  itself, within minutes.

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FRANCHISE INFO

Investment: Rs 3-15 lakh

Area: 100-400 sq. ft

Location: Malls, high street, high footfall retail

RoI: 70 per cent

Expected break-even: Three months

Franchise units: 75

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ANURAG PODDAR

Director, Presto Wonders

“The Presto format is almost perfect for franchising since all expertise can be transferred to the franchisee and he can run a store as efficiently as a company-owned company operated (COCO) store.

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