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Aug, 09 2011

THE RISE OF GREENLANDS

With a challenge of converting a 1,500 plus sq.ft plant nursery into a limited space of 150 plus sq.ft retail outlet that sells plants and accessories at a reasonable cost is a brainchild of a third generation entrepreneur Mittesh Gaiwala, Creative Head a

With a challenge of converting a 1,500 plus sq.ft plant nursery into a limited space of 150 plus sq.ft retail outlet that sells plants and accessories at a reasonable cost is a brainchild of a third generation entrepreneur Mittesh Gaiwala, Creative Head and Proprietor, GreenLands. He tells Amanpreet Kaur about the idea of selling nature's impulse product by venturing into franchising.

How did you get the idea of venturing into landscaping business?

We are into landscaping and horticulture field since 1940. With our strong position in this field, now we want to create a greener world and contribute our bit against global warming.

It was all started by my grandfather the late P.M. Gaiwala. After him, my father Sanjiv Gaiwala started developing gardens for construction companies, institutions, banks, housing societies and film celebrities too. After striving for almost 30 years, I have learnt a lot from my father in terms of practical and onsite knowledge. It took me over 10 years to get into the roots of my green business. In 2009, we entered into the retail industry. Our main aim was and still is to satisfy all our clients.

What kind of services do you offer?

We undertake projects on turnkey basis and meet project schedule and budget parameters. Our success is built upon lasting client relationship. GreenLands strives to serve all area landscaping needs through dedicated, professional services and a guarantee of client satisfaction.

Tell us something about your products.

'The Garden Boutique' is specially designed to cater to all home gardening needs of the masses and so a complete range of indoor plants, garden tools, accessories and new products, which are appreciated by all plant lovers are sold in all our outlets.

Why do you want to strengthen your business through franchising model?

This green business is like digging gold from mud. Once you manage to operate one outlet, you will want to open more such outlets. Also, it requires personal involvement, maintaining inventory, managing staff and investments like (Greenhouse or open place to stock plants and other products, deposits and rents). We believe all this can be smoothly managed through franchising. We have designed our outlets in such a way that we can set-up and start operating within 15-20 days after completing all formalities.

What training and support do you offer to franchisees?

We train our sales staff and franchisee in terms of taking care of plants and products, guiding consumers about buying products and offering maintenance tips for their existing plants. GreenLands will also provide its brand name, expertise in setting-up outlet and merchandise management expertise. We provide each and every solution to their requirements so that a franchisee does not have to run from pillar to post.

Where do you see your company five years down the line?

Presently, we have four outlets. Our target is to open around 150 outlets in India through franchising with a turnover of Rs 18-20 lakh each.

BOX_1

Kiosk franchise

Investment: Rs. 5-7 lakh

Area: 150 sq. ft (min.)

In Store (SIS) franchise

Investment: Rs 3-5 lakh

Area: 120 sq. ft (min)

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