Exploring opportunity in toddler world

Aardee Specials, a licensee for Hauck in India has introduced a complete range of products that a young family needs for their kids. In an interview, Rakesh Dhawan, Proprietor, Aardee Specials shares the success journey of taking up the license for Hauck and expanding it further in India.

Ramanjit Kaur (RK): Share Aardee Specials’s franchise venture with Hauck in India.

Rakesh Dhawan (RD): Hauck a Germany based multi-national company, came into existence in 1920. It has marked its presence in more than 50 countries worldwide. Hauck Group has been manufacturing baby prams, strollers, car seats, high chairs, playpens and many more such items. It is regarded as one of the world’s best baby products manufacturer. The company entered India in 2009 through Aardee Specials on an exclusive distribution license to develop their channel pan-India through distribution and franchising model. We are the sole distributor for Hauck in India for the entire range of products manufactured by the Hauck Group.

RK: When and how did the company entered in India?

RD: The company entered India in 2009 through Aardee Specials to develop their channel Pan-India through distribution and franchising model. Aardee Specials is the Sole Distributorship Licensee for Hauck in India for the entire range of products manufactured by the Hauck Group, which includes ESPRIT, Disney Baby, and Jeep.

RK: What inspired Aardee Specials to be the licensee for Hauck in India?

RD: India has a very young population with more than 50 per cent below the age of 25 years. Moreover, it has an ever growing middle class with large disposable incomes. Hence there is tremendous potential in businesses connected with babies and children. Till now there was no recognized brand in this segment which could offer international quality and fulfilled the safety norms for children’s products. Our endeavor is to fill this vacuum with the Hauck brand in India.

RK: Has Aardee Specials sub-franchised the brand in India?

RD: Yes, we are appointing sub distributors in every state in India. To begin with we would like to cover all the metros and state capitals, and then move onto other cities. We have adopted the distribution/franchise route to cover the whole country under our brand umbrella. We presently support few retail chains and distributors and have plans to keep on adding more and more in the coming months.

RK: How Hauck is different from other players in the sector? What is its USP?

RD: Hauck is quality conscious regarding child safety norms and therefore, offers best quality products than any other player in this sector. Every product is duly tested and certified by leading international institutes. This is the reason it is very well accepted worldwide. Under the Hauck Group, we are marketing baby products from four collections - Disney Baby, Esprit, Jeep and Hauck.

RK: What are the eligibility criteria for selecting the franchisees?

RD: We are looking at people who have good business acumen and selling skills. They should have their own set-up and their own network of retailers in order to successfully operate the franchise business. The sub distributors / franchisees should be financially sound and initially need to invest Rs Eight to 10 lakh.

RK: What kind of support you offer to your franchisees?

RD: We offer every possible help to our franchisees in establishing the business. We support them in suggesting the layout of the outlet, & marketing the brand at the local level. The layout is not same across the world. Our franchisees can choose layout of their choice. Whatever advertising / printed material by way of brouchers, pamphlets, banners etc is received from the principals, the same will be provided to the distributors/retailers.

Moreover, all sub distributors and retailers will be covered on the official websites, and print media.

RK: What are the company’s future plans?

RD: We are trying to tie up with retail chains all over India. We are aiming at the major metro cities and state capitals to expand the brand presence in India.

RK: Any advice for the aspiring entrepreneurs?

RD: Being an aspirant, you should believe in your product that you are offering, and you should have a steely resolve to succeed. You should be passionate about your work.