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With 40 per cent market share in water purification industry, KENT has a turnover of Rs 250 crore. To strengthen its presence via franchising gear, the brand is optimistic about enhancing its market share in all categories.
RO™ technology in India is the brainchild of first generation entrepreneur Mahesh Gupta, who started KENT in 1995. Despite a humble start, KENT has emerged as a winner with retail presence in 50 cities with 50 outlets under its brand's umbrella. Presently, the brand has 48 franchisee-owned outlets. The brand is available through multi-brand stores with a widespread distribution network.
Road to success
The company has a mixed profile of entrepreneurs. On targeting women entrepreneurs, Gupta says: “Women entrepreneurship has developed during the past decade as an important source of economic growth. We don't differentiate between entrepreneurs in our business. So, we have a common business model for both men and women.”
The company expects an investment between Rs 5 and 10 lakh to maintain the adequate stock. A franchisee is expected to bear the entire cost of interior designing. KENT will reimburse this cost to a franchisee in 36 installments.
For store operations, franchisees are expected to supervise and monitor the staff. Franchisees are likely to sell exclusively KENT products, bear the running cost of the shop, maintain adequate stock of KENT products, maintain a separate godown near the shop or at a convenient location, operate the shop for minimum 36 months, follow rules and regulations of KENT Shoppe and sell directly to consumers and not distribute KENT's products to retailers or resellers. To maintain brand's quality standards, KENT provides trained 'in-shop- promoters' and 'sales executives'.
The brand is planning to open around 200 KENT Shoppes via franchising model. It is targeting state capitals and major cities for future shoppes.
Break-even: 1 year
Investment: Rs 5-10 lakh
Area: 200 to 500 sq.ft
Target locations: Pan-India