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Known for its quality and uniqueness of products, Diviniti is a pioneer in many ways and can also lay claim to being an exclusive supplier to majority of car manufactures in the country, writes Zarafshan Shiraz
Consider this: Every 10thcar in India has a Diviniti idol and so do more than 30 million households across the country. It’s an endorsement to how widespread the reach of Diviniti is and is also the story of entrepreneurship zeal and acumen. Started from just a studio as a passion of N K Taneja, the small venture at that time was blessed by none other than Rajendra Prasad, the first president of the country. Today, it has expanded into being an exclusive supplier of idols for automobiles and households. Moreover, in the past five years it has also diversified into the home fragrance segment with the ‘Diviniti Aroma’ range that is also available in showrooms across Thailand, the UAE, USA, UK and Canada.
“Among some of our top launches are our incense and prayer productsunder the brand name ‘Arghyam’. These products have proved to be extremely successful in some of the northern states,” informs Tapas K Mallick, CEO, Diviniti.From having the honour of being the official gift partner for the RashtrapatiBhavan to creating the ‘Badge of Sacrifice’ and ‘Certificate of Honour’ for the defence services, Diviniti is perhaps the only brand that can lay claim to more than 50 design patents. “We have more than 10,000 stock-keeping units (SKUs) and our price range is from Rs 299 to Rs 5 lakhs. The products are manufactured using Swiss technology and that is what gives them the qualitative edge,”Mallick states.
The products are plated with 24 carat gold and come with a lifetime warranty of gold plating. Meanwhile, the company has extended its reach through an excellent franchise network. And what is it that the management looks for while choosing a franchisee? Says Mallick, “We ideally look for a conversion mode and encourage existing local gift stores, small mom-and-pop stores and even those selling prayer items to convert their stores into special ‘Diviniti Boutiques’ with nominal investment in interiors and initial stocks.” Now, the company is taking off on a new journey to start a chain of ‘brand stores’ as well as also foray into the ‘shop in shop’ (SIS) segment. “Our aim is to offer maximum returns to our customers on minimum investment,” Mallick says.